Advertising and Promotion An Integrated Marketing Communications Perspective 11Th Edition By George Belch - Test Bank
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Advertising and Promotion An Integrated Marketing Communications Perspective 11Th Edition By George Belch - Test Bank

Advertising and Promotion An Integrated Marketing Communications Perspective 11Th Edition By George Belch - Test Bank   Instant Download - Complete Test Bank With Answers     Sample Questions Are Posted Below   Chapter 05 Test Bank Student: ___________________________________________________________________________ 1. The receiver's perception of the source of the message may affect the source's ability to …

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Advertising and Promotion An Integrated Marketing Communications Perspective 11Th Edition By George Belch – Test Bank

 

Instant Download – Complete Test Bank With Answers

 

 

Sample Questions Are Posted Below

 

Chapter 05 Test Bank
Student: ___________________________________________________________________________
1. The receiver’s perception of the source of the message may affect the source’s ability to communicate.
True    False
2.
The responsibility to encode a message in a way that can be well understood lies with the receiver.
True    False
3. For many products, it is not the actual words of the message that determine its communication effectiveness but rather the impression or image the ad creates.
True    False
4. When Coach uses its brand name and picture to communicate an intended message of aspirational heritage mixed with an urban attitude, it is relying on the impression or image the ad creates, not the actual words or the message.
True    False
5. A TV commercial viewed by a person who lives alone is an example of communication through a personal channel.
True    False
6. Salespeople serve as personal channels of communication when they deliver a selling message or presentation to a buyer or potential customer.
True    False
7. Buzz marketing, consumer-generated marketing, and viral marketing are new names for what used to be known simply as word-of-mouth communication.
True    False
8. Companies that utilize viral marketing must develop a seeding strategy to start the viral process.
True    False
9. Phone conversations account for the vast majority of word-of-mouth communications about a brand.
True    False
10. Female and younger consumers tend to exert more influence on their target recipients and be more susceptible to viral influences than male and older consumers.
True    False
11. Television is the only advertising tool that influences word of mouth about a brand.
True    False
12. Distractions from technology, including laptops, tablets, and mobile phones/smartphones, can introduce noise into the communication model.
True    False
13. The field of experience is the process of transforming the sender’s message back into thought.
True    False
14. The marketing communication process really begins when the audience acts on the marketer’s message.
True    False
15. Very small, well-defined groups of customers are often referred to as individuals.
True    False
16. The information processing model of advertising effects assumes that the receiver does not have the capacity to solve problems.
True    False
17. The AIDA model is the basis for the classic purchase funnel metaphor that is often used to depict the decision process consumers go through.
True    False
18. Hierarchy models of communication response delineate the series of steps potential purchasers must be taken through to move them from unawareness to readiness to purchase a product.
True    False
19. Low-involvement purchase decisions are areas where a standard hierarchy response process is likely.
True    False
20. The consumer decision journey framework views the consumer decision-making process as a linear, single uniform path to purchase.
True    False
21. According to the McKinsey group, mass media is a unique component of the consumer decision journey because it’s the only form of marketing that can touch consumers at each and every stage, from when they’re pondering brands and products right through to post-purchase, when their potential advocacy influences others.
True    False
22. The advanced analytics available from digital media allow data-driven consumer packaged goods marketers to identify target audiences based on their purchase or other behavior.
True    False
23. When central processing of an advertising message occurs, the consumer pays close attention to message content and scrutinizes the message arguments.
True    False
24. Source bolsters occur when the target audience reacts favorably to the source and the source generates favorable thoughts.
True    False
25. According to the elaboration likelihood model (ELM), if the involvement level of the target audience is high, peripheral cues may be more important than detailed message arguments.
True    False
26. Three critical intermediate effects occur between advertising and purchase: cognition, affect, and experience.
True    False
27. Which of the following is true of the way organizations send communication messages?
A. They communicate using press releases, websites, and package designs.
B. They are legally not allowed to use graphic systems and visual images.
C. They use promotions for B2B communications solely.
D. They typically use brand names to create recognition but not for communication.
E. They do not use logos as a means of communication.
28. _____ is defined as the passing of information, the exchange of ideas, or process of establishing a commonness of thought between a sender and a receiver.
A. Negotiation
B. Source integration
C. Assimilation
D. Perception
E. Communication
29. Which of the following statements is true about effective communication?
A. Advertising is an effective way of communication because marketers are able to tell consumers how to interpret their messages.
B. For effective communication, marketers must understand the meanings that consumers attach to words and symbols.
C. Effective integrated marketing communications is usually nonpersonal in nature.
D. Effective communication is unaffected by the reception environment.
E. The visual nature or color characteristic of an ad has no impact on effectiveness of communication.
30. The _____ of a communication is the person or organization that has information to share with another person or group of people.
A. essence
B. source
C. message
D. receiver
E. channel
31. The process of putting thoughts, ideas, or information together in symbolic form is called
A. encoding.
B. deciphering.
C. sourcing.
D. seeding.
E. decoding.
32.
An ad by the Minnesota State Tourism Department, which promotes Minnesota as a vacation destination, was published in Life Mode magazine. The ad includes a picture of a couple against a scenic backdrop. In this print ad, the source of the advertising message
A. is the Minnesota State Tourism Department.
B.
is Life Mode magazine.
C. is the couple in the scenic picture.
D. is the slogan.
E. is the reader of the magazine.
33. Commercials for Vinnie’s Marshmallows describe its marshmallows as a delicious snack for all ages. The commercials show toddlers eating marshmallows as part of their usual diet as well as adults roasting marshmallows over a fire. In these commercials, Vinnie’s is the
A. channel messenger.
B. encoder.
C. decoder.
D. source.
E. receiver.
34. Lily hosts a well-known television show, . She also appears in an ad for Rochelle Cosmetics and explains the potential benefits of using these cosmetics. In this scenario, the source of the ad is
A. the television network that airs the ad.
B. Rochelle Cosmetics.
C. Lily.
D. the audience.
E.
the television show, Real Life.
35. The communication process begins with the process of
A. encoding.
B. encrypting.
C. channeling.
D. decoding
E. bolstering.
36. The source or sender of an advertising communication
A. is typically the owner and shareholder of a company.
B. cannot be a nonpersonal entity.
C. is typically identified as the owner of the medium in which the communication appeared.
D. can be an individual who promotes the product in an ad, such as a celebrity.
E. is never involved in the encoding process.
37. Which of the following is true of encoding?
A. It is also known as channel managing.
B. It involves identifying and interpreting a message.
C. It involves putting ideas into a symbolic form.
D. It involves the creation of “noise.”
E. It involves the development of the message.
38. The encoding process leads to the development of
A. a message.
B. noise.
C. a channel.
D. feedback.
E. a response.
39. In a communication process, _____ refers to the information and/or meaning contained in a message.
A. source
B. encoding
C. decoding
D. content
E. noise
40. According to the basic model of communication, _____ refers to the way a message is put together in order to deliver an information or intended meaning.
A. source
B. encoding
C. decoding
D. design
E. content
41.
Jim, a doctor, takes out a print ad to advertise his new clinic. He opts for a full-page ad in a weekly publication known as Doctor’s Info. According to the basic model of communication, Doctor’s Info is the
A. channel.
B. receiver.
C. encoder.
D. source.
E. decoder.
42. According to the basic model of communication, which of the following is an example of a channel?
A. The number of customers that redeemed a cents-off coupon
B. A billboard beside an interstate highway
C. The creative team that designed an ad for a leading retail chain
D. A company’s spokesperson
E. A celebrity appearing in an ad for a cosmetics brand
43. Which of the following is an example of a nonpersonal communication channel?
A. magazines
B. e-mail
C. social media
D. telemarketing
E. stress interviews
44. Which of the following is true of nonpersonal channels of communication?
A. They include direct mail and billboards.
B. They include methods such as e-mail and social media.
C. The Internet cannot be considered a nonpersonal channel.
D. They do not include include print media.
E. They do not include broadcast media.
45. Which of the following is an example of a personal communication channel?
A. radio
B. billboards
C. newspapers
D. e-mail
E. magazines
46. Which of the following can serve as a personal channel of communication?
A. sales team
B. newspaper
C. radio
D. magazines
E. television
47. Which of the following is true of word-of-mouth (WOM) marketing?
A. It involves very formal communication among consumers.
B. It is known as company-generated marketing.
C. It is considered a weak marketing strategy.
D. It can also be described as buzz marketing.
E. It is considered to be a part of nonpersonal communication.
48.
Aino, a leading automaker, broadcasts a commercial during the airing of Moral Decree, a TV program that is viewed by eight million viewers. Which of the following types of communication is witnessed in this scenario?
A. individualized
B.
direct response
C. nonpersonal
D. semiotic
E. personal
49. Iconix supermarkets placed an insert in Tuesday’s , a regional newspaper that has more than 100,000 subscribers. The newspaper is an example of a(n) _____ channel of communication.
A. buzz
B. direct-response
C. nonpersonal
D. interpersonal
E. verbal
50. Which of the following is true of buzz marketing?
A. It is an important part of company-generated marketing.
B. It uses print media as a primary communication channel, especially for high-end luxury goods.
C. It is considered synonymous with bait-and-switch marketing.
D. It is a systemized process that encourages people to speak favorably about a product.
E. It includes radio and television marketing.
51. _____ is the process of transforming a sender’s message back into thought.
A. Decoding
B. Encoding
C. Channeling
D. Sourcing
E. Transmitting
52. Which of the following is true of decoding?
A. It is heavily influenced by the receiver’s frame of reference.
B. It is an interpretation process that requires expert knowledge.
C. In most cases, decoding occurs smoothly when a common ground does not exist.
D. In order for the process to be effective, the decoder must contradict the encoder.
E. It is not influenced by the receiver’s field of experience.
53. Which of the following communication processes will be most influenced by the experiences, perceptions, attitudes, and values of a message recipient?
A. channel transmission
B. decoding
C. noise
D. feedback
E. transmission
54. Which of the following components of a communication process is heavily influenced by a receiver’s field of experience?
A. encoding
B. decoding
C. message
D. channel
E. noise
55. The experiences, perceptions, attitudes, and values a consumer brings to a communication situation is referred to as his or her
A. semiotic involvement.
B. field of experience.
C. common ground.
D. source characteristics.
E. selective bindings.
56. Zing Candy launches an ad that shows people being revitalized after eating its candy bar. The ad attempts to deliver the message of “Instant energy.” Janice Cooper, a viewer of the ad, thinks that the ad reflects people in it as rude and irritating. In terms of the communication process, Janice has _____ the message improperly.
A. encoded
B. conveyed
C. decoded
D. transmitted
E. channeled
57. The fact that marketing and advertising people have backgrounds and interests that are often quite different from consumers who comprise mass markets for many products and services makes it difficult to establish
A. an encoding process.
B. conditioned perceptions.
C. response hierarchies.
D. a common ground.
E. fields of experience.
58. Syn-ergy Drinks, an energy drink manufacturer, launches a television ad in which people are seen feeling energized after consuming Syn-ergy’s drinks. “Revitalization of body and mind” is the message the ad is intended to deliver. However, those who view the ad interpret it as being frivolous and lacking context. One of the possible explanations for such a highly differential perception of the ads is due to the absence of
A. an interpretative link.
B. a feedback mechanism.
C. response hierarchies.
D. common ground.
E. binding influences.
59. Which of the following statements is true about ageism in advertising?
A. Mature people are more likely to be shown in television than print ads.
B.
Advertisers typically avoid using adults over the age of 60 and children below the age of 8.
C. Because the mean age of the population is increasing, one can expect to see more youth-oriented advertising.
D. Age differences generally create disturbances in terms of encoding and channel messaging.
E. The difference between the senders’ and receivers’ age can create problems in establishing common ground.
60. _____ is any unplanned distortion or interference in the communication process.
A. Semiotics
B. Selectivity
C. Noise
D. Dissonance
E. Blocking
61. Bradley is watching an interesting TV program with a group of friends. During the commercial break, he is unable to concentrate on a commercial for a soda drink because all his friends are discussing the events of the show. In this scenario, Bradley is encountering
A. poor encoding.
B. selective sourcing.
C. inappropriate advertiser binding.
D. limited response hierarchies.
E. disturbances known as noise.
62. Justin failed to understand the message in an ad for Smithline Catering in a daily newspaper as the newspaper print was unclear. With reference to the communication process, the unclear print would constitute
A. an encoding hazard.
B. a sourcing block.
C. negative feedback.
D. a perceptive block.
E. noise.
63. In a communication process, a receiver’s set of reactions after seeing, hearing, or reading a message is known as a
A. noise.
B. perception.
C. source.
D. channeling.
E. response.
64. In a communication process, _____ is the part of a receiver’s response that is communicated back to the sender.
A. feedback
B. noise
C. sourcing
D. encoding
E. decoding
65. Which of the following provides the sender of an advertising message with an appropriate way of monitoring the effectiveness of an intended message?
A. encoding mechanisms
B. decoding mechanisms
C. feedback
D. noise filters
E. channel
66. An ad for the Tributary Hotel in Chicago has a number that people can call if they are interested in reserving rooms at the hotel or for further information about the hotel. One way to determine the effectiveness of this ad is to count the number of phone calls the hotel receives in response to the ad. This response count is an example of
A. feedback.
B. encoding.
C. noise filtering.
D. noise blocking.
E. decoding.
67. The element of the communication process that closes the loop in the communications flow and allows a sender to monitor how a message is being received and interpreted is known as
A. encoding.
B. decoding.
C. feedback.
D. noise.
E. filters.
68. Instantaneous feedback on the effectiveness of a marketing communication method is most likely possible in
A. personal-selling situations.
B. radio advertising.
C. television advertising.
D.
direct-mail advertising.
E.
mass-communication channels.
69. Counts of customer visits to a store, consumer inquiries, coupon redemptions, and reply cards are all possible forms of gathering
A. encoding systems.
B. feedback.
C. noise.
D. message channels.
E. decoding mechanisms.
70.
In the context of the marketing communications process, which of the following products is most likely to be promoted by targeting individuals?
A. chocolate bars
B. fizzy drinks
C. real estate
D. soap
E. pizza
71. Which of the following is true of market niches?
A. They are usually large mass market segments.
B. They are well-defined market segments.
C. They are typically reached using mass communication such as advertising and publicity.
D. They are not suitable for specialized goods.
E. They include broader classes of buyers who have similar needs.
72. The best way to reach a narrowly defined group of customers or a market niche is through
A. television advertising and billboards.
B. personal-selling and targeted direct mail.
C. advertising and radio advertising.
D. any form of broadcast media.
E. transit advertising, billboards, and publicity.
73. Which of the following is most suitable for reaching a large consumer market segment with a broad class of buyers?
A. e-mail marketing
B. personal selling
C. magazine advertising
D.
targeted direct-mail advertising
E. buzz marketing
74. The AIDA model was developed to represent the stages during the _____ process.
A. personal-selling
B. magazine advertising
C. mass marketing
D. sales promotions
E. radio advertising
75. According to the AIDA model, a prospective consumer first passes through the _____ stage.
A. attention
B. comprehension
C. interest
D. desire
E. action
76. According to the AIDA model, a customer expressing interest and desire is in the
A. affective stage.
B. cognitive stage.
C. behavioral stage.
D. action stage.
E. adoption stage.
77. The _____ model is a response model that was developed as a paradigm for setting and measuring advertising objectives.
A. AIDA
B. hierarchy of effects
C. innovation adoption
D. adoption response
E. diffusion rate
78. The _____ model is the basis for the classic purchase funnel metaphor that is often used to depict the decision process consumers go through.
A. diffusion rate
B. objective-task
C. innovation adoption
D. hierarchy of effects
E. adoption objective
79. Which of the following response hierarchy models depicts consumers going through the successive stages of awareness, interest, evaluation, trial, and adoption?
A. the AIDA model
B. the hierarchy of effects model
C. the innovation adoption model
D. the information processing model
E. the adoption differentiation model
80. Which of the following response hierarchy models depicts consumers going through the stages of attention, presentation, comprehension, yielding, retention, and behavior?
A. the AIDA model
B. the hierarchy of effects model
C. the innovation adoption model
D. the information processing model
E. the integrated information response model
81. Which of the following hierarchical response models assumes the receiver in a persuasive communication situation to be an information processor or problem solver?
A. the AIDA model
B. the hierarchy of effects models
C.
the innovation adoption model
D. the information processing model
E. the five Ws model
82. DigiData Inc. launched a new smartphone in the market with new features. Moreover, the company plans to launch tablets and other groundbreaking digital devices as well. In this scenario, the _____ model would be most relevant for communicating information about the new product to consumers.
A. hierarchy of effects
B. AIDA
C. innovation adoption
D. cognitive response
E. information processing
83. Gianna is using “insight selling,” which is based on the ______________ model, which takes a customer through the different stages in the sales process, ending with action.
A. hierarchy of effects
B. AIDA
C. innovation adoption
D. cognitive response
E. information processing
84. Only the _____ model has a retention stage, which is important for consumers who are considering purchase decisions and who are not ready to make a purchase immediately.
A. hierarchy of effects
B. AIDA
C. innovation adoption
D. cognitive response
E. information processing
85. Velocity Inc., a manufacturer of sports shoes, conducted a marketing research study and found that a vast majority of consumers recall the company’s “Accelerate further” slogan. In this scenario, it can be concluded that
A. consumers are aware of Velocity’s advertising.
B. consumers have favorable attitudes toward Velocity.
C. Velocity is using a concentrated marketing program.
D. consumers have evaluated Velocity’s products.
E. Velocity has adopted a niche marketing strategy.
86. Attention, awareness, and knowledge are all examples of the _____ stage of the response process and appear in all of the models describing the consumer response process.
A. cognitive
B. affective
C. behavioral
D. conative
E. comprehension
87. Trial, purchase, adoption, and rejection are all examples of the _____ stage of the response process.
A. cognitive
B. affective
C. behavioral
D. motivational
E. learning
88. The _____ stage of the response process refers to a receiver’s feelings for a particular brand and includes stronger levels of desire, preference, or conviction.
A. cognitive
B. affective
C. behavioral
D. conative
E. learning
89. According to the _____, a consumer is an active participant in a communication process who gathers information through active studying.
A. standard learning hierarchy
B. low-involvement hierarchy
C. dissonance/attribution model
D. peripheral processing model
E. maximum likelihood model
90. According to the standard learning model, through which of the following response sequences does a consumer pass?
A. learn  feel  do
B. learn  do  feel
C. feel  learn  do
D. do  feel  learn
E. do  learn  feel
91. The _____ model, as proposed by Michael Ray, explains the decision-making process when a consumer buys a high-involvement product for which there is a high amount of differentiation among competing brands.
A. standard learning
B. dissonance/attribution
C. low-involvement
D. cognitive response
E. five-Ws
92. The _____ model proposed by Michael Ray involves selective learning, whereby a consumer seeks information that supports a purchase choice made and avoids information that would raise doubts about the decision.
A. standard learning
B. dissonance/attribution
C. low-involvement
D. cognitive response
E.
five-Ws
93. Management schools that offer MBA courses are typically rated annually by business publications. When an MBA program rates high on a list, the information is publicized. The purpose of the communication is to help prospective students choose between two equally viable but complex MBA courses. In this scenario, the _____ model is applicable.
A. standard learning
B. dissonance/attribution
C. low-involvement
D. cognitive response
E.
five-Ws
94.
According to the dissonance/attribution model, during the decision-making process, through which of the following response sequences does a consumer pass?
A. learn feel  do
B. learn  do  feel
C. feel  learn  do
D. do  feel  learn
E. do  learn  feel
95. According to the _____ model proposed by Michael Ray, learning from the mass media occurs after a purchase is made.
A. low-involvement
B. standard learning
C. dissonance/attribution
D. cognitive response
E. elaboration likelihood
96. A study conducted by Scott Hawkins and Stephen Hoch found that under _____ conditions, repetition of simple product claims increased consumers’ memory of and belief in those claims, and other items bought without much consideration use a heavy repetition strategy.
A. individual response
B. standard learning
C. dissonance/attribution
D. low-involvement
E. customary learning
97.
For which of the following products would an advertiser be more likely to use the low-involvement hierarchy to explain the consumer decision-making process?
A. bar of soap
B. digital camera
C. refrigerator
D. yard landscaping
E. wedding dress
98. When Brian explains to his supervisor that advertising communication may not lead to immediate behavioral response or purchase, and uses a purchase funnel analogy to explain that a series of effects must occur, with each step fulfilled before the consumer can move to the next stage, he is explaining the _________________ model of how advertising works.
A. AIDA
B. diffusion of innovations
C. hierarchy of effects
D. innovation adoption
E. information processing
99. Which of the following is true of the low-involvement hierarchy?
A. It usually occurs during the purchase of expensive products.
B. It occurs when differences among brands are minimal.
C. It is also known as the dissonance/attribute model.
D. It does not advocate the use of broadcast media.
E. It follows a feel  learn  do sequence.
100. In the _____ hierarchy, a consumer engages in passive learning and random information catching rather than active information seeking.
A. standard learning
B. low-involvement
C. dissonance/attribution
D. habit formation
E. information processing
101. Pluto Inc., a dairy products manufacturer, recognizes that many customers are passive learners and are generally averse to active information seeking. In order to reach out to these customers, the company incorporated jingles and slogans in its ads. In this scenario, Pluto is assuming that customers make purchases based on the _____ hierarchy.
A. standard learning
B. low-involvement
C. dissonance/attribution
D. habit formation
E. information processing
102. Which of the following is true of low-involvement advertising?
A. It involves using a strategy that is known as visual image personality.
B. It is typically used for products that require extensive evaluation.
C. It is generally considered to be an ineffective strategy.
D. It is heavily utilized by luxury automobile manufacturers.
E. It does not include mass-media advertising strategies.
103. Marketers of products such as mustard, paper towels, and batteries
A. must avoid using mass-media advertising strategies.
B. must use slogans, symbols, and visual image personalities to promote their products.
C. must use personal-selling strategies in order to create a sustainable marketing program.
D. must opt for high-involvement advertising strategies.
E. must avoid sales promotions and publicity.
104. As a part of their creative strategy, advertisers of Vittle’s Nuts use “Snippy the Bunny” as the brand’s symbol in its ad campaigns. Through this strategy, the company aims to enhance brand identification and recognition. In this scenario, Snippy is an example of a(n)
A. visual image personality.
B. affective character.
C. selectively remembered personality.
D. high-involvement advertising appeal.
E. pseudo celebrity.
105. Visual image personalities
A. are typically used with complex products that require high involvement.
B. generally appear in ads for low-involvement products.
C. require central route processing to be effective.
D. typically abbreviate the cognitive stage of a consumer decision-making process.
E. are used when consumers must go through all stages of AIDA before making a purchase.
106. From a promotional planning perspective, it is important that marketers
A. create a divisional marketing communications program.
B. avoid using broadcast and print media strategies.
C. determine which type of response process is most likely to occur.
D. avoid using an integrated marketing communications program.
E. eliminate the need for the trial stage in the response process.
107. Typically, when consumers are in a “passive” shopping mode
A. they are purposefully seeking assistance in order to make informed purchase decisions.
B. the information and advice they need to make a purchase comes to them unsolicited.
C. they tend to visit the website of a company or brand for product information.
D. they are perpetually in an information processing role.
E. they seek help from search engines in selecting brands of their choice.
108. The social consumer decision journey framework recognizes that
A. consumers make purchase decisions regarding low-involvement products based on their social status and purchasing power.
B. consumers follow a linear sequence of awareness, interest, evaluation, and trial before ultimately adopting a product.
C. consumers are always active participants in a communication process and they gather information through active learning.
D. promotional campaigns should be designed to motivate consumers to take immediate action.
E. consumers connect with large numbers of brands through digital channels that are often beyond marketers’ control.
109. Consumers in an “active” shopping mode
A. typically receive information in an unsolicited manner.
B. do not pass through the “evaluate” and “awareness” stages.
C. are more likely to purposefully seek information and/or assistance.
D. are generally averse to purchasing new products.
E. are not influenced by marketer-dominated touch points.
110. _____ are thoughts that occur to a consumer when reading, viewing, and/or hearing a communication of advertising messages.
A. Cognitive responses
B. Affective responses
C. Selective impressions
D. Behavioral responses
E. Conative impressions
111. Jessica was asked to view a television ad for a movie that was due to be released at a later date. After viewing the ad, she was required to fill a questionnaire that included questions such as “Did the ad make you want to see the movie?” “Did the movie title seem appropriate?” and “Did you understand the theme of the movie?” In this scenario, Jessica’s _____ responses are being noted.
A. cognitive
B. kinesthetic
C. selective
D. behavioral
E. creative
112. After watching a detergent ad that claimed to remove stains with “just a few drops,” Jim stated, “I doubt any detergent can remove stains with only a few drops.” This scenario is an example of a
A. counterargument.
B. support argument.
C. source bolster.
D. cognitive dissonance.
E. source blockage.
113. Tia saw a television commercial that claimed a specific brand of pain reliever to be much more effective than any other brand available in the market. After watching the entire message, Tia stated, “This painkiller cannot be more effective than mine.” In this scenario, Tia is expressing
A. a counterargument.
B. a support argument.
C. source bolstering.
D. negative dissonance.
E. positive dissonance.
114. An ad for Hush designer handbags shows the company’s new line of affordable handbags made from genuine alligator leather. After seeing the ad, Erika stated, “You can’t get a genuine alligator handbag for $50! Please!” Erika’s response to the ad is an example of a
A. negative ad execution thought.
B. negative source derogation.
C. support argument.
D. counterargument.
E. positive source bolster.
115. Bianca saw a magazine ad for Savvy Sheen hair shampoo that claimed to contain only natural herbal extracts and milk proteins. The ad also stated that Savvy’s products were devoid of sodium laureth sulfate. Bianca instantly remarked, “I’m going to try this shampoo. I think I will like it.” Bianca’s response to the ad is an example of a
A. negative source bolster.
B. source derogation.
C. support argument.
D. counterargument.
E. positive source bolster.
116.
Kevin saw a television ad for the season finale of Expedition of Triumph, a reality series. As he was impressed with the ad, he made a mental note of the day and time the finale was set to be aired. In this scenario, Kevin’s response is an example of a(n)
A. noncognitive response.
B. source derogation.
C. support argument.
D. counterargument.
E. emotional argument.
117. Jared hears a radio commercial for a weight-loss program that claims significant results in 30 days through the use of hypnosis. Jared thinks to himself, “This sounds promising. I think I should give it a try.” This thought would be an example of a(n)
A. positive source derogation.
B. rebuttal.
C. counterargument.
D. support argument.
E. ad executive thought.
118. Which of the following is true of source derogation?
A. They are positive thoughts about the spokesperson in an ad.
B. They generally lead to a reduction in message acceptance.
C. They enhance brand recognition.
D. They are considered to be a useful tool for measuring consumer loyalty.
E. They are one of the least important types of emotional responses to an ad.
119. Negative thoughts about a spokesperson or organization making a claim are known as
A. source derogations.
B. counterarguments.
C. source bolsters.
D. source blockages.
E. message filters.
120. Katy sees a television commercial for a shampoo, which is being endorsed by Adriana Tatum, a young movie actress. Katy thinks to herself, “She’s such a drama queen! She’ll do anything for media attention. I wouldn’t buy anything she promotes.” This is an example of a
A. counterargument.
B. support argument.
C. source bolster.
D. source derogation.
E. message blockage.
121. Which of the following is true of source bolsters?
A. They are positive reflections toward an ad.
B. They are emotional responses to an ad.
C. They are also known as positive counterarguments.
D. They are less likely to lead to consumer purchase.
E. They are an individual’s thoughts about the ad itself.
122. AB Corp. hires Natasha Cooper, a popular movie actress, to be the brand ambassador for the company. The company hopes that endorsements of its products by the actress will increase the popularity of the brand and also attract a large number of customers. Receivers who respond favorably to Natasha’s endorsements will express
A. source derogations.
B. counterarguments.
C. source bolsters.
D. source blockages.
E. message synergy.
123. A company that hires a spokesperson with whom its target audience is likely to identify and respond favorably is
A. attempting to create cognitive dissonance.
B. creating a source bolster.
C. engaging in niche marketing.
D. creating an ambivalent situation.
E. enabling counterarguments.
124. _____ include consumers’ reactions to ad factors such as the creativity of an ad, the quality of the visual effects, colors, and voice tones.
A. Source bolsters
B. Source derogations
C. Ad execution-related thoughts
D. Counterarguments
E. Ad dissonance thoughts
125. With reference to ad execution thoughts, advertisers are interested in consumers’ reactions to an ad because
A. the image of a company is directly proportional to the number of advertisements it produces annually.
B. they want to segregate the target audience according to their cognitive reactions toward an advertisement.
C. affective reactions are an important determinant of advertising effectiveness.
D. it enables organizations to create suitable counterarguments.
E. it helps organizations determine the direction of the integrated marketing communications process.
126. The _____ model addresses the differences in the way consumers process and respond to persuasive advertising messages.
A. elaboration likelihood
B.
five Ws
C. AIDA
D. information processing
E. cognitive response
127. The elaboration likelihood model (ELM) was developed to explain the process by which persuasive communications lead to persuasion by influencing
A. dissonance formation.
B. attributions.
C. source bolsters.
D. attitudes.
E. group norms.
128. According to the elaboration likelihood model, the _____ to process a message depends on such factors as involvement, personal relevance, and individuals’ needs and arousal levels.
A. dissonance
B. motivation
C. ability
D. attitude
E. competency
129. Jake is planning to buy a new smartphone. He studied the contents of an ad describing the superiority of TL smartphones and scrutinized how the advertising message argued in favor of TL’s superiority. According to the elaboration likelihood model (ELM), Jake is engaging in which of the following routes to persuasion?
A. support arguing
B. central processing
C. peripheral processing
D. source bolstering
E. comparative analysis
130. The elaboration likelihood model (ELM) states that there are two basic routes to persuasion, the central route and the peripheral route. Under the central route to persuasion, a message recipient is viewed as
A. a pioneer of word-of-mouth advertising campaigns.
B. a passive participant who relies heavily on imagery processing.
C. a very involved participant in the communications process.
D. having low ability to attend to and comprehend a message.
E. likely to engage in only minor cognitive processing.
131. According to the elaboration likelihood model (ELM), a receiver lacks the ability or motivation to process information under the _____ route to persuasion.
A. central
B. peripheral
C. cognitive
D. high-involvement
E. affective
132. The elaboration likelihood model (ELM) states that there are two basic routes to persuasion, the central route and the peripheral route. In the case of the peripheral route to persuasion
A. the message will more likely create favorable attitudes if the endorser in the ad is attractive and likeable.
B. the message should contain a lot of detailed information.
C. the receiver is actively involved in the communication process.
D. the quality of the message claims are more important than a spokesperson, headline, pictures, or music.
E. the message deals with high-involvement buying situations.
133. Trevor is watching a late night TV show when a low-budget commercial for a local restaurant comes on air. He is affronted by the poor quality of the commercial and immediately tunes out the message without processing any of the information. According to the elaboration likelihood model (ELM), Trevor is engaging in which of the following routes to persuasion?
A. support arguing
B. central processing
C. peripheral processing
D. source bolstering
E. source blocking
134. Research on the elaboration likelihood model (ELM) has shown that
A. celebrities are effective peripheral cues in a high-involvement situation.
B. celebrity endorsers have a significant effect on brand attitudes in low-involvement situations.
C. the quality of message arguments is likely to be very important in low-involvement situations.
D.the quality of message claims is always less likely to be persuasive than the status of celebrity endorsers.
E. peripheral cues are more important than detailed messages in high-involvement situations.
135. Mellow Inc., a manufacturer of toiletry products, believes commercials for toiletries are processed primarily through a peripheral processing route. Which of the following advertising strategies should Mellow use?
A. very detailed ads with a great deal of information about body hygiene
B. detailed ads with strong message arguments about Mellow brands
C. ads that use popular celebrity endorsers such as movie stars and sports personalities
D. ads that pay more attention to information in the copy than executional elements such as visual imagery
E. ads that are free of any distractions like pictures or jingles
Chapter 05 Test Bank Key
1. The receiver’s perception of the source of the message may affect the source’s ability to communicate.
TRUE
The receiver’s perception of the source and the medium used to transmit the message may also affect the ability to communicate, as do many other factors. Words, pictures, sounds, and colors may have different meanings to different audiences, and people’s perceptions and interpretations of them vary.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-01 Describe the communication process and its role in IMC.
Topic: The Communication Process
2. The responsibility to encode a message in a way that can be well understood lies with the receiver.
FALSE
The sender’s goal is to encode a message in such a way that it will be understood by the receiver. This means using words, signs, or symbols that are familiar to the target audience.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-02 Describe the basic model of the communication process.
Topic: The Communication Process
3. For many products, it is not the actual words of the message that determine its communication effectiveness but rather the impression or image the ad creates.
TRUE
Messages must be put in a transmittable form that is appropriate for the channel of communication being used, and must contain the information or meaning the source hopes to convey.
AACSB: Analytical Thinking
Blooms: Remember
Difficulty: 2 Medium
Learning Objective: 05-01 Describe the communication process and its role in IMC.
Topic: The Communication Process
4. When Coach uses its brand name and picture to communicate an intended message of aspirational heritage mixed with an urban attitude, it is relying on the impression or image the ad creates, not the actual words or the message.
TRUE
For many products, it is not the actual words of the message that determine its communication effectiveness but rather the impression or image the ad creates.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 1 Easy
Learning Objective: 05-02 Describe the basic model of the communication process.
Topic: The Communication Process
5. A TV commercial viewed by a person who lives alone is an example of communication through a personal channel.
FALSE
Nonpersonal channels of communication are those that carry a message without direct, interpersonal contact between the sender and receiver. Nonpersonal channels are generally referred to as the mass media or mass communications, since the message they contain is directed to more than one person and is often sent to many individuals at one time.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-03 Discuss the role of word-of-mouth influence and viral marketing.
Topic: The Communication Process
6. Salespeople serve as personal channels of communication when they deliver a selling message or presentation to a buyer or potential customer.
TRUE
Salespeople serve as personal channels of communication when they deliver a selling message or presentation to a buyer or potential customer. A major advantage of personal channels of communication is that the message or presentation can be tailored to the individual or audience and the sender receives direct feedback from them.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-03 Discuss the role of word-of-mouth influence and viral marketing.
Topic: The Communication Process
7. Buzz marketing, consumer-generated marketing, and viral marketing are new names for what used to be known simply as word-of-mouth communication.
TRUE
The use of word-of-mouth marketing is nothing new, but buzz marketing is a systematic and organized effort to encourage favorable word-of-mouth.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-03 Discuss the role of word-of-mouth influence and viral marketing.
Topic: The Communication Process
8. Companies that utilize viral marketing must develop a seeding strategy to start the viral process.
TRUE
Companies that utilize viral marketing must develop a seeding strategy which involves determining how many initial consumers or “seeds” are needed and selecting the right consumers to start the viral process.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-03 Discuss the role of word-of-mouth influence and viral marketing.
Topic: The Communication Process
9. Phone conversations account for the vast majority of word-of-mouth communications about a brand.
FALSE
Face-to-face interaction accounts for the vast majority of word-of-mouth communications about a brand while phone conversations rank second. Only a small percent of word of mouth takes place through online channels such as e-mail/instant messages, blogs, and chat rooms.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-03 Discuss the role of word-of-mouth influence and viral marketing.
Topic: The Communication Process
10. Female and younger consumers tend to exert more influence on their target recipients and be more susceptible to viral influences than male and older consumers.
TRUE
Traits such as extroversion, innovativeness, and altruism are related to tendencies to share messages, as well as demographics like age and gender.
AACSB: Analytical Thinking
Blooms: Remember
Difficulty: 2 Medium
Learning Objective: 05-03 Discuss the role of word-of-mouth influence and viral marketing.
Topic: Consumer Behavior
11. Television is the only advertising tool that influences word of mouth about a brand.
FALSE
Advertising plays a role in word of mouth (WOM), and about a quarter of all consumer conversations about brands involve discussions about advertising, but other forms of advertising can be used to drive word of mouth as well.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-03 Discuss the role of word-of-mouth influence and viral marketing.
Topic: The Communication Process
12. Distractions from technology, including laptops, tablets, and mobile phones/smartphones, can introduce noise into the communication model.
TRUE
Noise is an extraneous factor that can distort or interfere with message reception.  Multitasking that leverages technology can result in unplanned distortion or interference.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-03 Discuss the role of word-of-mouth influence and viral marketing.
Topic: The Communication Process
13. The field of experience is the process of transforming the sender’s message back into thought.
FALSE
Decoding is the process of transforming the sender’s message back into thought.  The field of experience is the experiences, perceptions, attitudes, and values receivers bring to the communication situation.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-03 Discuss the role of word-of-mouth influence and viral marketing.
Topic: The Communication Process
14. The marketing communication process really begins when the audience acts on the marketer’s message.
FALSE
Action usually occurs at the end, as a result of communications. The marketing communication process really begins with identifying
the audience that will be the focus of the firm’s advertising and promotional efforts.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-04 Analyze receivers’ responses to marketing communications and their implications for promotional planning and strategy.
Topic: Consumer Behavior
15. Very small, well-defined groups of customers are often referred to as individuals.
FALSE
Very small, well-defined groups are referred to as market niches, which occur at a group (not individual) level aggregation.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-03 Discuss the role of word-of-mouth influence and viral marketing.
Topic: Consumer Behavior
16. The information processing model of advertising effects assumes that the receiver does not have the capacity to solve problems.
FALSE
The information processing model of advertising effects, developed by William McGuire, assumes that the receiver in a persuasive communication situation like advertising is an information processor or problem solver.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-04 Analyze receivers’ responses to marketing communications and their implications for promotional planning and strategy.
Topic: The Communication Process
17. The AIDA model is the basis for the classic purchase funnel metaphor that is often used to depict the decision process consumers go through.
FALSE
The hierarchy of effects model is the basis for the classic purchase funnel metaphor.
AACSB: Analytical Thinking
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-04 Analyze receivers’ responses to marketing communications and their implications for promotional planning and strategy.
Topic: Consumer Behavior
18. Hierarchy models of communication response delineate the series of steps potential purchasers must be taken through to move them from unawareness to readiness to purchase a product.
TRUE
The hierarchy models of communication response are useful to promotional planners from several perspectives. They delineate the series of steps potential purchasers must be taken through to move them from unawareness of a product or service to readiness to purchase it.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-04 Analyze receivers’ responses to marketing communications and their implications for promotional planning and strategy.
Topic: Consumer Behavior
19. Low-involvement purchase decisions are areas where a standard hierarchy response process is likely.
FALSE
The standard learning hierarchy is likely when the consumer is highly involved in the purchase process and there is much differentiation among competing brands. High-involvement purchase decisions such as those for industrial products and services and consumer durables like personal computers, printers, cameras, appliances, and cars are areas where a standard learning hierarchy response process is likely.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-04 Analyze receivers’ responses to marketing communications and their implications for promotional planning and strategy.
Topic: Consumer Behavior
20. The consumer decision journey framework views the consumer decision-making process as a linear, single uniform path to purchase.
FALSE
The consumer decision journey framework views the consumer decision-making process as a winding journey with multiple feedback loops rather than a linear, single uniform path to purchase based on active shopping and influenced by marketer dominated and controlled touch points such as media advertising.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-05 Describe the influence of social media on the consumer decision process.
Topic: Consumer Behavior
21. According to the McKinsey group, mass media is a unique component of the consumer decision journey because it’s the only form of marketing that can touch consumers at each and every stage, from when they’re pondering brands and products right through to post-purchase, when their potential advocacy influences others.
FALSE
According to the McKinsey group, social media is a unique component of the consumer decision journey because it’s the only form of marketing that can touch consumers at each and every stage, from when they’re pondering brands and products right through to post-purchase, when their potential advocacy influences others.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-05 Describe the influence of social media on the consumer decision process.
Topic: Consumer Behavior
22. The advanced analytics available from digital media allow data-driven consumer packaged goods marketers to identify target audiences based on their purchase or other behavior.
TRUE
One of the reasons consumer packaged goods (CPG) marketers have shifted more of their budgets to digital media is the efficiency of digital ads appeals to them, especially as they try to control spending.  Another reason is many of the CPG marketers are highly data-driven, so the advance analytics help them be more efficient.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-05 Describe the influence of social media on the consumer decision process.
Topic: The Communication Process
23. When central processing of an advertising message occurs, the consumer pays close attention to message content and scrutinizes the message arguments.
TRUE
When central processing of an advertising message occurs, the consumer pays close attention to message content and scrutinizes the message arguments. A high level of cognitive response activity or processing occurs, and the ad’s ability to persuade the receiver depends primarily on the receiver’s evaluation of the quality of the arguments presented.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-06 Discuss consumers’ cognitive processing of marketing communications.
Topic: The Communication Process
24. Source bolsters occur when the target audience reacts favorably to the source and the source generates favorable thoughts.
TRUE
Advertisers try to hire spokespeople their target audience likes.
AACSB: Analytical Thinking
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-06 Discuss consumers’ cognitive processing of marketing communications.
Topic: Psychological Influences
25. According to the elaboration likelihood model (ELM), if the involvement level of the target audience is high, peripheral cues may be more important than detailed message arguments.
FALSE
If the involvement level of the target audience is low, peripheral cues may be more important than detailed message arguments. If the involvement level of consumers in the target audience is high, an ad or sales presentation should contain strong arguments that are difficult for the message recipient to refute or counterargue.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-06 Discuss consumers’ cognitive processing of marketing communications.
Topic: The Communication Process
26. Three critical intermediate effects occur between advertising and purchase: cognition, affect, and experience.
TRUE
Cognition is the thinking dimension of the person’s response; affect is the feeling dimension of the person’s response; and experience is the feedback dimension based on the outcomes of product purchasing and usage.
AACSB: Analytical Thinking
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-06 Discuss consumers’ cognitive processing of marketing communications.
Topic: Consumer Behavior
27. Which of the following is true of the way organizations send communication messages?
A. They communicate using press releases, websites, and package designs.
B. They are legally not allowed to use graphic systems and visual images.
C. They use promotions for B2B communications solely.
D. They typically use brand names to create recognition but not for communication.
E. They do not use logos as a means of communication.
Organizations send communications and messages in a variety of ways, such as through advertisements, brand names, logos and graphic systems, websites, press releases, package designs, promotions, and visual images.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-01 Describe the communication process and its role in IMC.
Topic: The Communication Process
28. _____ is defined as the passing of information, the exchange of ideas, or process of establishing a commonness of thought between a sender and a receiver.
A. Negotiation
B. Source integration
C. Assimilation
D. Perception
E. Communication
Communication has been variously defined as the passing of information, the exchange of ideas, or the process of establishing a commonness or oneness of thought between a sender and a receiver.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-01 Describe the communication process and its role in IMC.
Topic: The Communication Process
29. Which of the following statements is true about effective communication?
A. Advertising is an effective way of communication because marketers are able to tell consumers how to interpret their messages.
B. For effective communication, marketers must understand the meanings that consumers attach to words and symbols.
C. Effective integrated marketing communications is usually nonpersonal in nature.
D. Effective communication is unaffected by the reception environment.
E. The visual nature or color characteristic of an ad has no impact on effectiveness of communication.
The communication process is often very complex. Words, pictures, sounds, and colors may have different meanings to different audiences, and people’s perceptions and interpretations of them vary. Marketers must understand the meanings that words and symbols take on and how they influence consumers’ interpretation of products and messages.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-01 Describe the communication process and its role in IMC.
Topic: The Communication Process
30. The _____ of a communication is the person or organization that has information to share with another person or group of people.
A. essence
B. source
C. message
D. receiver
E. channel
The sender, or source, of a communication is the person or organization that has information to share with another person or group of people.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-02 Describe the basic model of the communication process.
Topic: The Communication Process
31. The process of putting thoughts, ideas, or information together in symbolic form is called
A. encoding.
B. deciphering.
C. sourcing.
D. seeding.
E. decoding.
The communication process begins when a source selects words, symbols, pictures, and the like, to represent the message that will be delivered to the receiver(s). This process, known as encoding, involves putting thoughts, ideas, or information into a symbolic form.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-02 Describe the basic model of the communication process.
Topic: The Communication Process
32. An ad by the Minnesota State Tourism Department, which promotes Minnesota as a vacation destination, was published in Life Mode magazine. The ad includes a picture of a couple against a scenic backdrop. In this print ad, the source of the advertising message
A. is the Minnesota State Tourism Department.
B. is Life Mode magazine.
C. is the couple in the scenic picture.
D. is the slogan.
E. is the reader of the magazine.
In the above scenario, the Minnesota State Tourism Department is the source. The sender, or source, of a communication is the person or organization that has information to share with another person or group of people. The source may be an individual (say, a salesperson or hired spokesperson, such as a celebrity, who appears in a company’s advertisements) or a nonpersonal entity (such as the corporation or organization itself).
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-02 Describe the basic model of the communication process.
Topic: The Communication Process
33. Commercials for Vinnie’s Marshmallows describe its marshmallows as a delicious snack for all ages. The commercials show toddlers eating marshmallows as part of their usual diet as well as adults roasting marshmallows over a fire. In these commercials, Vinnie’s is the
A. channel messenger.
B. encoder.
C. decoder.
D. source.
E. receiver.
In the above scenario, Vinnie’s is considered the sender or the source of the ad. The sender, or source, of a communication is the person or organization that has information to share with another person or group of people. The source may be an individual (say, a salesperson or hired spokesperson, such as a celebrity, who appears in a company’s advertisements) or a nonpersonal entity (such as the corporation or organization itself).
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-02 Describe the basic model of the communication process.
Topic: The Communication Process
34. Lily hosts a well-known television show, . She also appears in an ad for Rochelle Cosmetics and explains the potential benefits of using these cosmetics. In this scenario, the source of the ad is
A. the television network that airs the ad.
B. Rochelle Cosmetics.
C. Lily.
D. the audience.
E. the television show, Real Life.
In the above scenario, Lily is considered the sender or the source of the ad. The sender, or source, of a communication is the person or organization that has information to share with another person or group of people. The source may be an individual (say, a salesperson or hired spokesperson, such as a celebrity, who appears in a company’s advertisements) or a nonpersonal entity (such as the corporation or organization itself).
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-02 Describe the basic model of the communication process.
Topic: The Communication Process
35. The communication process begins with the process of
A. encoding.
B. encrypting.
C. channeling.
D. decoding
E. bolstering.
The communication process begins when the source selects words, symbols, pictures, and the like to represent a message that will be delivered to the receiver(s). This process, known as encoding, involves putting thoughts, ideas, or information into a symbolic form. The encoding process leads to development of a message that contains the information or meaning the source hopes to convey.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-02 Describe the basic model of the communication process.
Topic: The Communication Process
36. The source or sender of an advertising communication
A. is typically the owner and shareholder of a company.
B. cannot be a nonpersonal entity.
C. is typically identified as the owner of the medium in which the communication appeared.
D. can be an individual who promotes the product in an ad, such as a celebrity.
E. is never involved in the encoding process.
The sender, or source, of a communication is the person or organization that has information to share with another person or group of people. The source may be an individual (say, a salesperson or hired spokesperson, such as a celebrity, who appears in a company’s advertisements) or a nonpersonal entity (such as the corporation or organization itself).
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-02 Describe the basic model of the communication process.
Topic: The Communication Process
37. Which of the following is true of encoding?
A. It is also known as channel managing.
B. It involves identifying and interpreting a message.
C. It involves putting ideas into a symbolic form.
D. It involves the creation of “noise.”
E. It involves the development of the message.
The communication process begins when the source selects words, symbols, pictures, and the like to represent a message that will be delivered to the receiver(s). This process, known as encoding, involves putting thoughts, ideas, or information into a symbolic form. A sender’s goal is to encode a message in such a way that it will be understood by a receiver.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-02 Describe the basic model of the communication process.
Topic: The Communication Process
38. The encoding process leads to the development of
A. a message.
B. noise.
C. a channel.
D. feedback.
E. a response.
The encoding process leads to development of a message that contains the information or meaning a source hopes to convey.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-02 Describe the basic model of the communication process.
Topic: The Communication Process
39. In a communication process, _____ refers to the information and/or meaning contained in a message.
A. source
B. encoding
C. decoding
D. content
E. noise
Content refers to information and/or meaning contained in a message, while structure and design refer to the way the message is put together in order to deliver the information or intended meaning.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-02 Describe the basic model of the communication process.
Topic: The Communication Process
40. According to the basic model of communication, _____ refers to the way a message is put together in order to deliver an information or intended meaning.
A. source
B. encoding
C. decoding
D. design
E. content
Structure and design refer to the way a message is put together in order to deliver an information or intended meaning.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-02 Describe the basic model of the communication process.
Topic: The Communication Process
41. Jim, a doctor, takes out a print ad to advertise his new clinic. He opts for a full-page ad in a weekly publication known as Doctor’s Info. According to the basic model of communication, Doctor’s Info is the
A. channel.
B. receiver.
C. encoder.
D. source.
E. decoder.
In the above scenario, Doctor’s Info is the channel used for communication. A channel is the method by which a communication travels from a source or sender to a receiver.
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-02 Describe the basic model of the communication process.
Topic: The Communication Process
42. According to the basic model of communication, which of the following is an example of a channel?
A. The number of customers that redeemed a cents-off coupon
B. A billboard beside an interstate highway
C. The creative team that designed an ad for a leading retail chain
D. A company’s spokesperson
E. A celebrity appearing in an ad for a cosmetics brand
A channel is the method by which a communication travels from a source or sender to a receiver.
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-03 Discuss the role of word-of-mouth influence and viral marketing.
Topic: The Communication Process
43. Which of the following is an example of a nonpersonal communication channel?
A. magazines
B. e-mail
C. social media
D. telemarketing
E. stress interviews
Nonpersonal channels of communication consist of two major types, print and broadcast. Print media include newspapers, magazines, direct mail, and billboards; broadcast media include radio and television.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-03 Discuss the role of word-of-mouth influence and viral marketing.
Topic: The Communication Process
44. Which of the following is true of nonpersonal channels of communication?
A. They include direct mail and billboards.
B. They include methods such as e-mail and social media.
C. The Internet cannot be considered a nonpersonal channel.
D. They do not include include print media.
E. They do not include broadcast media.
Nonpersonal channels of communication consist of two major types, print and broadcast. Print media include newspapers, magazines, direct mail, and billboards; broadcast media include radio and television.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-03 Discuss the role of word-of-mouth influence and viral marketing.
Topic: The Communication Process
45. Which of the following is an example of a personal communication channel?
A. radio
B. billboards
C. newspapers
D. e-mail
E. magazines
Personal channels involve direct communication between two or more persons and can occur through interpersonal contact (face-to-face) or via other methods such as e-mail or through social media.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-03 Discuss the role of word-of-mouth influence and viral marketing.
Topic: The Communication Process
46. Which of the following can serve as a personal channel of communication?
A. sales team
B. newspaper
C. radio
D. magazines
E. television
Personal channels of communication involve direct communication between two or more persons and can occur through interpersonal contact (face-to-face) or via other methods such as e-mail or through social media. Salespeople serve as personal channels of communication when they deliver their sales message to a buyer or potential customer.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-03 Discuss the role of word-of-mouth influence and viral marketing.
Topic: The Communication Process
47. Which of the following is true of word-of-mouth (WOM) marketing?
A. It involves very formal communication among consumers.
B. It is known as company-generated marketing.
C. It is considered a weak marketing strategy.
D. It can also be described as buzz marketing.
E. It is considered to be a part of nonpersonal communication.
Members of one’s social networks such as friends, neighbors, associates, co-workers, or family members are also personal channels of communication. They often represent word-of-mouth (WOM) influence that involves informal communication among consumers about products and services and is a very powerful source of information. Buzz marketing is just one of the new names for what used to be known simply as word-of-mouth communication while terms such as consumer-generated marketing and viral marketing are also used to describe the process.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-03 Discuss the role of word-of-mouth influence and viral marketing.
Topic: The Communication Process
48. Aino, a leading automaker, broadcasts a commercial during the airing of Moral Decree, a TV program that is viewed by eight million viewers. Which of the following types of communication is witnessed in this scenario?
A. individualized
B.direct response
C. nonpersonal
D. semiotic
E. personal
The above scenario is an illustration of nonpersonal communication. Nonpersonal channels of communication are those that carry a message without interpersonal contact between a sender and a receiver. Nonpersonal channels are generally referred to as the mass media or mass communications, since the message they contain is directed to more than one person and is often sent to many individuals at one time.
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-03 Discuss the role of word-of-mouth influence and viral marketing.
Topic: The Communication Process
49. Iconix supermarkets placed an insert in Tuesday’s , a regional newspaper that has more than 100,000 subscribers. The newspaper is an example of a(n) _____ channel of communication.
A. buzz
B. direct-response
C. nonpersonal
D. interpersonal
E. verbal
The above scenario is an example of nonpersonal communication. Nonpersonal channels of communication are those that carry a message without interpersonal contact between a sender and a receiver. Nonpersonal channels are generally referred to as the mass media or mass communications, since the message they contain is directed to more than one person and is often sent to many individuals at one time.
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-03 Discuss the role of word-of-mouth influence and viral marketing.
Topic: The Communication Process
50. Which of the following is true of buzz marketing?
A. It is an important part of company-generated marketing.
B. It uses print media as a primary communication channel, especially for high-end luxury goods.
C. It is considered synonymous with bait-and-switch marketing.
D. It is a systemized process that encourages people to speak favorably about a product.
E. It includes radio and television marketing.
What makes buzz marketing different from traditional word-of-mouth communication is that it includes systematic and organized efforts to encourage people to speak favorably about a company, brand, organization, or issue and often to recommend it to others in their social network.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-03 Discuss the role of word-of-mouth influence and viral marketing.
Topic: The Communication Process
51. _____ is the process of transforming a sender’s message back into thought.
A. Decoding
B. Encoding
C. Channeling
D. Sourcing
E. Transmitting
Decoding is the process of transforming a sender’s message back into thought.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-03 Discuss the role of word-of-mouth influence and viral marketing.
Topic: The Communication Process
52. Which of the following is true of decoding?
A. It is heavily influenced by the receiver’s frame of reference.
B. It is an interpretation process that requires expert knowledge.
C. In most cases, decoding occurs smoothly when a common ground does not exist.
D. In order for the process to be effective, the decoder must contradict the encoder.
E. It is not influenced by the receiver’s field of experience.
Decoding is the process of transforming the sender’s message back into thought. This process is heavily influenced by the receiver’s frame of reference or field of experience, which refers to the experiences, perceptions, attitudes, and values he or she brings to the communication situation.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-03 Discuss the role of word-of-mouth influence and viral marketing.
Topic: The Communication Process
53. Which of the following communication processes will be most influenced by the experiences, perceptions, attitudes, and values of a message recipient?
A. channel transmission
B. decoding
C. noise
D. feedback
E. transmission
Decoding is the process of transforming a sender’s message back into thought. This process is heavily influenced by a receiver’s frame of reference or field of experience, which refers to the experiences, perceptions, attitudes, and values he or she brings to the communication situation.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-03 Discuss the role of word-of-mouth influence and viral marketing.
Topic: The Communication Process
54. Which of the following components of a communication process is heavily influenced by a receiver’s field of experience?
A. encoding
B. decoding
C. message
D. channel
E. noise
Decoding is the process of transforming a sender’s message back into thought. This process is heavily influenced by a receiver’s frame of reference or field of experience, which refers to the experiences, perceptions, attitudes, and values he or she brings to the communication situation.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-03 Discuss the role of word-of-mouth influence and viral marketing.
Topic: The Communication Process
55. The experiences, perceptions, attitudes, and values a consumer brings to a communication situation is referred to as his or her
A. semiotic involvement.
B. field of experience.
C. common ground.
D. source characteristics.
E. selective bindings.
Decoding is the process of transforming a sender’s message back into thought. This process is heavily influenced by a receiver’s frame of reference or field of experience, which refers to the experiences, perceptions, attitudes, and values he or she brings to the communication situation.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-03 Discuss the role of word-of-mouth influence and viral marketing.
Topic: The Communication Process
56. Zing Candy launches an ad that shows people being revitalized after eating its candy bar. The ad attempts to deliver the message of “Instant energy.” Janice Cooper, a viewer of the ad, thinks that the ad reflects people in it as rude and irritating. In terms of the communication process, Janice has _____ the message improperly.
A. encoded
B. conveyed
C. decoded
D. transmitted
E. channeled
In the above scenario, Janice has decoded the message improperly. Decoding is the process of transforming a sender’s message back into thought. For effective communication to occur, the message decoding process of the receiver must match the encoding of the sender. Simply put, this means the receiver understands and correctly interprets what the source is trying to communicate.
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-03 Discuss the role of word-of-mouth influence and viral marketing.
Topic: The Communication Process
57. The fact that marketing and advertising people have backgrounds and interests that are often quite different from consumers who comprise mass markets for many products and services makes it difficult to establish
A. an encoding process.
B. conditioned perceptions.
C. response hierarchies.
D. a common ground.
E. fields of experience.
Effective communication is more likely when there is some common ground between the two parties. While this notion of common ground between sender and receiver may sound basic, it often causes great difficulty in the advertising communications process. Marketing and advertising people often have very different fields of experience from the consumers who constitute the mass markets with whom they must communicate.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-03 Discuss the role of word-of-mouth influence and viral marketing.
Topic: The Communication Process
58. Syn-ergy Drinks, an energy drink manufacturer, launches a television ad in which people are seen feeling energized after consuming Syn-ergy’s drinks. “Revitalization of body and mind” is the message the ad is intended to deliver. However, those who view the ad interpret it as being frivolous and lacking context. One of the possible explanations for such a highly differential perception of the ads is due to the absence of
A. an interpretative link.
B. a feedback mechanism.
C. response hierarchies.
D. common ground.
E. binding influences.
In the above scenario, one of the possible explanations for such a highly differential perception of the ads is due to the absence of common ground. Effective communication is more likely when there is some common ground between the two parties. Marketing and advertising people often have very different fields of experience from the consumers who constitute the mass markets with whom they must communicate.
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-03 Discuss the role of word-of-mouth influence and viral marketing.
Topic: The Communication Process
59. Which of the following statements is true about ageism in advertising?
A. Mature people are more likely to be shown in television than print ads.
B. Advertisers typically avoid using adults over the age of 60 and children below the age of 8.
C. Because the mean age of the population is increasing, one can expect to see more youth-oriented advertising.
D. Age differences generally create disturbances in terms of encoding and channel messaging.
E. The difference between the senders’ and receivers’ age can create problems in establishing common ground.
Age is a factor that can lead to problems in establishing common ground between senders and receivers. As the population of the United States and many other countries grows older, concern has been expressed over the potential problems that might arise because of age differences between advertising agency personnel and older consumers.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-03 Discuss the role of word-of-mouth influence and viral marketing.
Topic: The Communication Process
60. _____ is any unplanned distortion or interference in the communication process.
A. Semiotics
B. Selectivity
C. Noise
D. Dissonance
E. Blocking
Throughout the communication process, a message is subject to extraneous factors that can distort or interfere with its reception. This unplanned distortion or interference is known as noise.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-03 Discuss the role of word-of-mouth influence and viral marketing.
Topic: The Communication Process
61. Bradley is watching an interesting TV program with a group of friends. During the commercial break, he is unable to concentrate on a commercial for a soda drink because all his friends are discussing the events of the show. In this scenario, Bradley is encountering
A. poor encoding.
B. selective sourcing.
C. inappropriate advertiser binding.
D. limited response hierarchies.
E. disturbances known as noise.
In the above scenario, Bradley is encountering disturbances known as noise. Throughout the communication process, a message is subject to extraneous factors that can distort or interfere with its reception. This unplanned distortion or interference is known as noise.
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-03 Discuss the role of word-of-mouth influence and viral marketing.
Topic: The Communication Process
62. Justin failed to understand the message in an ad for Smithline Catering in a daily newspaper as the newspaper print was unclear. With reference to the communication process, the unclear print would constitute
A. an encoding hazard.
B. a sourcing block.
C. negative feedback.
D. a perceptive block.
E. noise.
In the above scenario, Justin encounters noise. Throughout the communication process, a message is subject to extraneous factors that can distort or interfere with its reception. This unplanned distortion or interference is known as noise.
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-03 Discuss the role of word-of-mouth influence and viral marketing.
Topic: The Communication Process
63. In a communication process, a receiver’s set of reactions after seeing, hearing, or reading a message is known as a
A. noise.
B. perception.
C. source.
D. channeling.
E. response.
A receiver’s set of reactions after seeing, hearing, or reading the message is known as a response.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-03 Discuss the role of word-of-mouth influence and viral marketing.
Topic: The Communication Process
64. In a communication process, _____ is the part of a receiver’s response that is communicated back to the sender.
A. feedback
B. noise
C. sourcing
D. encoding
E. decoding
Marketers are very interested in feedback, that part of a receiver’s response that is communicated back to the sender.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-03 Discuss the role of word-of-mouth influence and viral marketing.
Topic: The Communication Process
65. Which of the following provides the sender of an advertising message with an appropriate way of monitoring the effectiveness of an intended message?
A. encoding mechanisms
B. decoding mechanisms
C. feedback
D. noise filters
E. channel
Feedback, which may take a variety of forms, closes the loop in a communications flow and lets a sender monitor how an intended message is being decoded and received.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-03 Discuss the role of word-of-mouth influence and viral marketing.
Topic: The Communication Process
66. An ad for the Tributary Hotel in Chicago has a number that people can call if they are interested in reserving rooms at the hotel or for further information about the hotel. One way to determine the effectiveness of this ad is to count the number of phone calls the hotel receives in response to the ad. This response count is an example of
A. feedback.
B. encoding.
C. noise filtering.
D. noise blocking.
E. decoding.
This scenario is an illustration of feedback. Marketers are very interested in feedback, that part of a receiver’s response that is communicated back to a sender. Feedback, which may take a variety of forms, closes the loop in the communications flow and lets a sender monitor how an intended message is being decoded and received.
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-03 Discuss the role of word-of-mouth influence and viral marketing.
Topic: The Communication Process
67. The element of the communication process that closes the loop in the communications flow and allows a sender to monitor how a message is being received and interpreted is known as
A. encoding.
B. decoding.
C. feedback.
D. noise.
E. filters.
Feedback, which may take a variety of forms, closes the loop in the communications flow and lets a sender monitor how an intended message is being decoded and received.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-03 Discuss the role of word-of-mouth influence and viral marketing.
Topic: The Communication Process
68. Instantaneous feedback on the effectiveness of a marketing communication method is most likely possible in
A. personal-selling situations.
B. radio advertising.
C. television advertising.
D. direct-mail advertising.
E. mass-communication channels.
Feedback, which may take a variety of forms, closes the loop in the communications flow and lets a sender monitor how an intended message is being decoded and received. A salesperson has the advantage of receiving instant feedback through the customer’s reactions.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-03 Discuss the role of word-of-mouth influence and viral marketing.
Topic: The Communication Process
69. Counts of customer visits to a store, consumer inquiries, coupon redemptions, and reply cards are all possible forms of gathering
A. encoding systems.
B. feedback.
C. noise.
D. message channels.
E. decoding mechanisms.
Marketers are very interested in feedback, that part of a receiver’s response that is communicated back to the sender. Feedback, which may take a variety of forms, closes the loop in the communications flow and lets a sender monitor how an intended message is being decoded and received. Customer inquiries, store visits, coupon redemptions, and reply cards are all methods of obtaining feedback.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-03 Discuss the role of word-of-mouth influence and viral marketing.
Topic: The Communication Process
70. In the context of the marketing communications process, which of the following products is most likely to be promoted by targeting individuals?
A. chocolate bars
B. fizzy drinks
C. real estate
D. soap
E. pizza
The marketing communications process really begins with identifying the audience that will be the focus of a firm’s advertising and promotional efforts. The target audience may consist of individuals, groups, niche markets, market segments, or a general public or mass audience. Marketers approach each of these audiences differently.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-03 Discuss the role of word-of-mouth influence and viral marketing.
Topic: The Communication Process
71. Which of the following is true of market niches?
A. They are usually large mass market segments.
B. They are well-defined market segments.
C. They are typically reached using mass communication such as advertising and publicity.
D. They are not suitable for specialized goods.
E. They include broader classes of buyers who have similar needs.
Very small, well-defined groups of customers are often referred to as market niches. They can usually be reached through personal-selling efforts or highly targeted media such as direct mail.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-03 Discuss the role of word-of-mouth influence and viral marketing.
Topic: The Communication Process
72. The best way to reach a narrowly defined group of customers or a market niche is through
A. television advertising and billboards.
B. personal-selling and targeted direct mail.
C. advertising and radio advertising.
D. any form of broadcast media.
E. transit advertising, billboards, and publicity.
Very small, well-defined groups of customers are often referred to as market niches. They can usually be reached through personal-selling efforts or highly targeted media such as direct mail.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-03 Discuss the role of word-of-mouth influence and viral marketing.
Topic: The Communication Process
73. Which of the following is most suitable for reaching a large consumer market segment with a broad class of buyers?
A. e-mail marketing
B. personal selling
C. magazine advertising
D. targeted direct-mail advertising
E. buzz marketing
Very small, well-defined groups of customers are often referred to as market niches. They can usually be reached through personal-selling efforts or highly targeted media such as direct mail. The next level of audience aggregation is market segments, broader classes of buyers who have similar needs and can be reached with similar messages. As market segments get larger, marketers usually turn to broader-based media such as newspapers, magazines, and TV to reach them.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-03 Discuss the role of word-of-mouth influence and viral marketing.
Topic: The Communication Process
74. The AIDA model was developed to represent the stages during the _____ process.
A. personal-selling
B. magazine advertising
C. mass marketing
D. sales promotions
E. radio advertising
The AIDA model was developed to represent the stages a salesperson must take a customer through in the personal-selling process.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-04 Analyze receivers’ responses to marketing communications and their implications for promotional planning and strategy.
Topic: Consumer Behavior
75. According to the AIDA model, a prospective consumer first passes through the _____ stage.
A. attention
B. comprehension
C. interest
D. desire
E. action
The AIDA model was developed to represent the stages a salesperson must take a customer through in the personal-selling process. This model depicts the buyer as passing successively through attention, interest, desire, and action. The salesperson must first get the customer’s attention and then arouse some interest in the company’s product or service. Strong levels of interest should create desire to own or use the product.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-04 Analyze receivers’ responses to marketing communications and their implications for promotional planning and strategy.
Topic: Consumer Behavior
76. According to the AIDA model, a customer expressing interest and desire is in the
A. affective stage.
B. cognitive stage.
C. behavioral stage.
D. action stage.
E. adoption stage.
According to the AIDA model, a customer expressing interest and desire is likely to be in the affective stage.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-04 Analyze receivers’ responses to marketing communications and their implications for promotional planning and strategy.
Topic: Consumer Behavior
77. The _____ model is a response model that was developed as a paradigm for setting and measuring advertising objectives.
A. AIDA
B. hierarchy of effects
C. innovation adoption
D. adoption response
E. diffusion rate
The hierarchy of effects model shows the process by which advertising works; it assumes a consumer passes through a series of steps in sequential order from initial awareness of a product or service to actual purchase. A basic premise of this model is that advertising effects occur over a period of time. It was developed as a paradigm for setting and measuring advertising objectives.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-04 Analyze receivers’ responses to marketing communications and their implications for promotional planning and strategy.
Topic: Consumer Behavior
78. The _____ model is the basis for the classic purchase funnel metaphor that is often used to depict the decision process consumers go through.
A. diffusion rate
B. objective-task
C. innovation adoption
D. hierarchy of effects
E. adoption objective
The hierarchy of effects model is the basis for the classic purchase funnel metaphor that is often used to depict the decision process consumers go through. The consumer starts at the top of the funnel with a number of brands in mind, methodically reduces that number as he or she becomes familiar with and evaluates these alternatives, and then emerges with the brand he or she chooses to purchase.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-04 Analyze receivers’ responses to marketing communications and their implications for promotional planning and strategy.
Topic: Consumer Behavior
79. Which of the following response hierarchy models depicts consumers going through the successive stages of awareness, interest, evaluation, trial, and adoption?
A. the AIDA model
B. the hierarchy of effects model
C. the innovation adoption model
D. the information processing model
E. the adoption differentiation model
The innovation adoption model evolved from work on the diffusion of innovations. This model represents the stages a consumer passes through in adopting a new product or service. The steps preceding adoption are awareness, interest, evaluation, and trial.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-04 Analyze receivers’ responses to marketing communications and their implications for promotional planning and strategy.
Topic: Consumer Behavior
80. Which of the following response hierarchy models depicts consumers going through the stages of attention, presentation, comprehension, yielding, retention, and behavior?
A. the AIDA model
B. the hierarchy of effects model
C. the innovation adoption model
D. the information processing model
E. the integrated information response model
The stages of the information processing model are similar to the hierarchy of effects sequence; attention and comprehension are similar to awareness and knowledge, and yielding is synonymous with liking. McGuire’s model includes a stage not found in the other models: retention, or a receiver’s ability to retain that portion of the comprehended information that he or she accepts as valid or relevant.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-04 Analyze receivers’ responses to marketing communications and their implications for promotional planning and strategy.
Topic: Consumer Behavior
81. Which of the following hierarchical response models assumes the receiver in a persuasive communication situation to be an
information processor or problem solver?
A. the AIDA model
B. the hierarchy of effects models
C. the innovation adoption model
D. the information processing model
E. the five Ws model
The information processing model assumes the receiver in a persuasive communication situation like advertising is an information processor or problem solver.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-04 Analyze receivers’ responses to marketing communications and their implications for promotional planning and strategy.
Topic: Consumer Behavior
82. DigiData Inc. launched a new smartphone in the market with new features. Moreover, the company plans to launch tablets and other groundbreaking digital devices as well. In this scenario, the _____ model would be most relevant for communicating information about the new product to consumers.
A. hierarchy of effects
B. AIDA
C. innovation adoption
D. cognitive response
E. information processing
In the above scenario, the innovation adoption model would be most relevant for communicating information about the new product to consumers. The innovation adoption model is especially important to companies who are using integrated marketing communications (IMC) tools to introduce new products to the market. These marketers recognize that there are certain types of consumers who are of particular interest to them because of their interest in new products and their ability to influence others.
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-04 Analyze receivers’ responses to marketing communications and their implications for promotional planning and strategy.
Topic: Consumer Behavior
83. Gianna is using “insight selling,” which is based on the ______________ model, which takes a customer through the different stages in the sales process, ending with action.
A. hierarchy of effects
B. AIDA
C. innovation adoption
D. cognitive response
E. information processing
The AIDA model was developed to represent the stages a salesperson must take a customer through in the personal-selling process.
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-04 Analyze receivers’ responses to marketing communications and their implications for promotional planning and strategy.
Topic: Consumer Behavior
84. Only the _____ model has a retention stage, which is important for consumers who are considering purchase decisions and who are not ready to make a purchase immediately.
A. hierarchy of effects
B. AIDA
C. innovation adoption
D. cognitive response
E. information processing
The information processing model of advertising effects, developed by William McGuire, includes a stage not found in the other models: retention, or the receiver’s ability to retain that portion of the comprehended information that he or she accepts as valid or relevant. This stage is important since most promotional campaigns are designed not to motivate consumers to take immediate action but rather to provide information they will use later when making a purchase decision.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-04 Analyze receivers’ responses to marketing communications and their implications for promotional planning and strategy.
Topic: Consumer Behavior
85. Velocity Inc., a manufacturer of sports shoes, conducted a marketing research study and found that a vast majority of consumers recall the company’s “Accelerate further” slogan. In this scenario, it can be concluded that
A. consumers are aware of Velocity’s advertising.
B. consumers have favorable attitudes toward Velocity.
C. Velocity is using a concentrated marketing program.
D. consumers have evaluated Velocity’s products.
E. Velocity has adopted a niche marketing strategy.
In this scenario, it can be concluded that consumers are aware of Velocity’s products. The cognitive stage of the response process represents what a receiver knows or perceives about a particular product or brand. This stage includes awareness that the brand exists and knowledge, information, or comprehension about its attributes, characteristics, or benefits.
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-04 Analyze receivers’ responses to marketing communications and their implications for promotional planning and strategy.
Topic: Consumer Behavior
86. Attention, awareness, and knowledge are all examples of the _____ stage of the response process and appear in all of the models describing the consumer response process.
A. cognitive
B. affective
C. behavioral
D. conative
E. comprehension
All the four models describing the consumer response process consist of movement through a sequence of three basic stages—cognitive, affective, and behavioral. The cognitive stage represents what a receiver knows or perceives about a particular product or brand. This stage includes awareness that the brand exists and knowledge, information, or comprehension about its attributes, characteristics, or benefits.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-04 Analyze receivers’ responses to marketing communications and their implications for promotional planning and strategy.
Topic: Consumer Behavior
87. Trial, purchase, adoption, and rejection are all examples of the _____ stage of the response process.
A. cognitive
B. affective
C. behavioral
D. motivational
E. learning
All the four models describing the consumer response process consist of movement through a sequence of three basic stages—cognitive, affective, and behavioral. The conative or behavioral stage refers to a consumer’s action toward the brand: trial, purchase, adoption, or rejection.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-04 Analyze receivers’ responses to marketing communications and their implications for promotional planning and strategy.
Topic: Consumer Behavior
88. The _____ stage of the response process refers to a receiver’s feelings for a particular brand and includes stronger levels of desire, preference, or conviction.
A. cognitive
B. affective
C. behavioral
D. conative
E. learning
The affective stage of the response process refers to a receiver’s feelings or affect level (like or dislike) for a particular brand. This stage also includes stronger levels of affect such as desire, preference, or conviction.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-04 Analyze receivers’ responses to marketing communications and their implications for promotional planning and strategy.
Topic: Consumer Behavior
89. According to the _____, a consumer is an active participant in a communication process who gathers information through active studying.
A. standard learning hierarchy
B. low-involvement hierarchy
C. dissonance/attribution model
D. peripheral processing model
E. maximum likelihood model
The standard learning model consists of a learn  feel  do sequence. In this hierarchy, a consumer is viewed as an active participant in a communication process who gathers information through active learning.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-04 Analyze receivers’ responses to marketing communications and their implications for promotional planning and strategy.
Topic: Consumer Behavior
90. According to the standard learning model, through which of the following response sequences does a consumer pass?
A. learn  feel  do
B. learn  do  feel
C. feel  learn  do
D. do  feel  learn
E. do  learn  feel
The standard learning model consists of a learn  feel  do sequence. Information and knowledge acquired or learned about the various brands are the basis for developing affect, or feelings, that guide what a consumer will do.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-04 Analyze receivers’ responses to marketing communications and their implications for promotional planning and strategy.
Topic: Consumer Behavior
91. The _____ model, as proposed by Michael Ray, explains the decision-making process when a consumer buys a high-involvement product for which there is a high amount of differentiation among competing brands.
A. standard learning
B. dissonance/attribution
C. low-involvement
D. cognitive response
E. five-Ws
Michael Ray suggests the standard learning hierarchy is likely when a consumer is highly involved in the purchase process and there is much differentiation among competing brands.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-04 Analyze receivers’ responses to marketing communications and their implications for promotional planning and strategy.
Topic: Consumer Behavior
92. The _____ model proposed by Michael Ray involves selective learning, whereby a consumer seeks information that supports a purchase choice made and avoids information that would raise doubts about the decision.
A. standard learning
B. dissonance/attribution
C. low-involvement
D. cognitive response
E. five-Ws
The dissonance/attribution model involves selective learning, whereby a consumer seeks information that supports a purchase choice made and avoids information that would raise doubts about the decision.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-04 Analyze receivers’ responses to marketing communications and their implications for promotional planning and strategy.
Topic: Consumer Behavior
93. Management schools that offer MBA courses are typically rated annually by business publications. When an MBA program rates high on a list, the information is publicized. The purpose of the communication is to help prospective students choose between two equally viable but complex MBA courses. In this scenario, the _____ model is applicable.
A. standard learning
B. dissonance/attribution
C. low-involvement
D. cognitive response
E. five-Ws
In this scenario, the dissonance/attribution model is applicable. The dissonance/attribution model, or do  feel  learn, occurs in situations where consumers must choose between two alternatives that are similar in quality but are complex and may have hidden or unknown attributes. Dissonance reduction involves selective learning, whereby a consumer seeks information that supports a choice made and avoids information that would raise doubts about the decision.
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-04 Analyze receivers’ responses to marketing communications and their implications for promotional planning and strategy.
Topic: Consumer Behavior
94. According to the dissonance/attribution model, during the decision-making process, through which of the following response sequences does a consumer pass?
A. learn feel  do
B. learn  do  feel
C. feel  learn  do
D. do  feel  learn
E. do  learn  feel
The dissonance/attribution model, or do  feel  learn, occurs in situations where consumers must choose between two alternatives that are similar in quality but are complex and may have hidden or unknown attributes.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-04 Analyze receivers’ responses to marketing communications and their implications for promotional planning and strategy.
Topic: Consumer Behavior
95. According to the _____ model proposed by Michael Ray, learning from the mass media occurs after a purchase is made.
A. low-involvement
B. standard learning
C. dissonance/attribution
D. cognitive response
E. elaboration likelihood
This dissonance/attribution model, or do  feel  learn, occurs in situations where consumers must choose between two alternatives that are similar in quality but are complex and may have hidden or unknown attributes. According to this model, marketers need to recognize that in some situations, attitudes develop after purchase, as does learning from the mass media.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-04 Analyze receivers’ responses to marketing communications and their implications for promotional planning and strategy.
Topic: Consumer Behavior
96. A study conducted by Scott Hawkins and Stephen Hoch found that under _____ conditions, repetition of simple product claims increased consumers’ memory of and belief in those claims, and other items bought without much consideration use a heavy repetition strategy.
A. individual response
B. standard learning
C. dissonance/attribution
D. low-involvement
E. customary learning
The low-involvement hierarchy tends to occur when involvement in a purchase decision is low, there are minimal differences among brand alternatives, and mass-media (especially broadcast) advertising is important.
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-04 Analyze receivers’ responses to marketing communications and their implications for promotional planning and strategy.
Topic: Consumer Behavior
97. For which of the following products would an advertiser be more likely to use the low-involvement hierarchy to explain the consumer decision-making process?
A. bar of soap
B. digital camera
C. refrigerator
D. yard landscaping
E. wedding dress
The low-involvement hierarchy tends to occur when involvement in a purchase decision is low, there are minimal differences among brand alternatives, and mass-media (especially broadcast) advertising is important.
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-04 Analyze receivers’ responses to marketing communications and their implications for promotional planning and strategy.
Topic: Consumer Behavior
98. When Brian explains to his supervisor that advertising communication may not lead to immediate behavioral response or purchase, and uses a purchase funnel analogy to explain that a series of effects must occur, with each step fulfilled before the consumer can move to the next stage, he is explaining the _________________ model of how advertising works.
A. AIDA
B. diffusion of innovations
C. hierarchy of effects
D. innovation adoption
E. information processing
The hierarchy of effects model shows the process by which advertising works; it assumes a consumer passes through a series of steps in sequential order from initial awareness of a product or service to actual purchase.
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-04 Analyze receivers’ responses to marketing communications and their implications for promotional planning and strategy.
Topic: Consumer Behavior
99. Which of the following is true of the low-involvement hierarchy?
A. It usually occurs during the purchase of expensive products.
B. It occurs when differences among brands are minimal.
C. It is also known as the dissonance/attribute model.
D. It does not advocate the use of broadcast media.
E. It follows a feel  learn  do sequence.
In the low-involvement hierarchy, a receiver is viewed as passing from cognition to behavior to attitude change. This learn  do  feel sequence is thought to characterize situations of low consumer involvement in a purchase process.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-04 Analyze receivers’ responses to marketing communications and their implications for promotional planning and strategy.
Topic: Consumer Behavior
100. In the _____ hierarchy, a consumer engages in passive learning and random information catching rather than active information seeking.
A. standard learning
B. low-involvement
C. dissonance/attribution
D. habit formation
E. information processing
In the low-involvement hierarchy, a consumer engages in passive learning and random information catching rather than active information seeking.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-04 Analyze receivers’ responses to marketing communications and their implications for promotional planning and strategy.
Topic: Consumer Behavior
101. Pluto Inc., a dairy products manufacturer, recognizes that many customers are passive learners and are generally averse to active information seeking. In order to reach out to these customers, the company incorporated jingles and slogans in its ads. In this scenario, Pluto is assuming that customers make purchases based on the _____ hierarchy.
A. standard learning
B. low-involvement
C. dissonance/attribution
D. habit formation
E. information processing
In the above scenario, Pluto Inc. assumes that customers use a low-involvement hierarchy while purchasing its products. In the low-involvement hierarchy, a consumer engages in passive learning and random information catching rather than active information seeking. An advertiser must recognize that a passive, uninterested consumer may focus more on nonmessage elements such as music, characters, symbols, and slogans or jingles than actual message content.
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-04 Analyze receivers’ responses to marketing communications and their implications for promotional planning and strategy.
Topic: Consumer Behavior
102. Which of the following is true of low-involvement advertising?
A. It involves using a strategy that is known as visual image personality.
B. It is typically used for products that require extensive evaluation.
C. It is generally considered to be an ineffective strategy.
D. It is heavily utilized by luxury automobile manufacturers.
E. It does not include mass-media advertising strategies.
Low-involvement advertising appeals prevail in much of the advertising we see for frequently purchased consumer products. Another popular creative strategy used by advertisers of low-involvement products is what advertising analyst Harry McMahan calls VIP, or visual image personality.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-04 Analyze receivers’ responses to marketing communications and their implications for promotional planning and strategy.
Topic: Consumer Behavior
103. Marketers of products such as mustard, paper towels, and batteries
A. must avoid using mass-media advertising strategies.
B. must use slogans, symbols, and visual image personalities to promote their products.
C. must use personal-selling strategies in order to create a sustainable marketing program.
D. must opt for high-involvement advertising strategies.
E. must avoid sales promotions and publicity.
In the low-involvement hierarchy, a consumer engages in passive learning and random information catching rather than active information seeking. The advertiser must recognize that a passive, uninterested consumer may focus more on nonmessage elements such as music, characters, symbols, and slogans or jingles than actual message content. Visual image personality is a popular low-involvement strategy.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-04 Analyze receivers’ responses to marketing communications and their implications for promotional planning and strategy.
Topic: Consumer Behavior
104. As a part of their creative strategy, advertisers of Vittle’s Nuts use “Snippy the Bunny” as the brand’s symbol in its ad campaigns. Through this strategy, the company aims to enhance brand identification and recognition. In this scenario, Snippy is an example of a(n)
A. visual image personality.
B. affective character.
C. selectively remembered personality.
D. high-involvement advertising appeal.
E. pseudo celebrity.
In the above scenario, Snippy is a visual image personality. A popular creative strategy used by advertisers of low-involvement products is what advertising analyst Harry McMahan calls VIP, or visual image personality. Advertisers often use symbols like the Pillsbury Doughboy, Morris the Cat, Tony the Tiger, and Mr. Clean to develop visual images that will lead consumers to identify and retain ads.
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-04 Analyze receivers’ responses to marketing communications and their implications for promotional planning and strategy.
Topic: Consumer Behavior
105. Visual image personalities
A. are typically used with complex products that require high involvement.
B. generally appear in ads for low-involvement products.
C. require central route processing to be effective.
D. typically abbreviate the cognitive stage of a consumer decision-making process.
E. are used when consumers must go through all stages of AIDA before making a purchase.
A popular creative strategy used by advertisers of low-involvement products is what advertising analyst Harry McMahan calls VIP, or
visual image personality. Advertisers often use symbols like the Pillsbury Doughboy, Morris the Cat, Tony the Tiger, and Mr. Clean to develop visual images that will lead consumers to identify and retain ads.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-04 Analyze receivers’ responses to marketing communications and their implications for promotional planning and strategy.
Topic: Consumer Behavior
106. From a promotional planning perspective, it is important that marketers
A. create a divisional marketing communications program.
B. avoid using broadcast and print media strategies.
C. determine which type of response process is most likely to occur.
D. avoid using an integrated marketing communications program.
E. eliminate the need for the trial stage in the response process.
From a promotional planning perspective, it is important that marketers examine the communication situation for their product or service and determine which type of response process is most likely to occur.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-04 Analyze receivers’ responses to marketing communications and their implications for promotional planning and strategy.
Topic: Consumer Behavior
107. Typically, when consumers are in a “passive” shopping mode
A. they are purposefully seeking assistance in order to make informed purchase decisions.
B. the information and advice they need to make a purchase comes to them unsolicited.
C. they tend to visit the website of a company or brand for product information.
D. they are perpetually in an information processing role.
E. they seek help from search engines in selecting brands of their choice.
According to the findings of Advertising Research Foundation (ARF), when consumers are in a “passive” shopping mode, the information and advice they need to make a purchase comes to them unsolicited, such as a comment on a social media site; an ad seen on a TV show, in a magazine, or on a website; or by observing someone using a product or service.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-05 Describe the influence of social media on the consumer decision process.
Topic: Consumer Behavior
108. The social consumer decision journey framework recognizes that
A. consumers make purchase decisions regarding low-involvement products based on their social status and purchasing power.
B. consumers follow a linear sequence of awareness, interest, evaluation, and trial before ultimately adopting a product.
C. consumers are always active participants in a communication process and they gather information through active learning.
D. promotional campaigns should be designed to motivate consumers to take immediate action.
E. consumers connect with large numbers of brands through digital channels that are often beyond marketers’ control.
The social consumer decision journey framework recognizes that consumers connect with large numbers of brands through digital and social media channels that are often beyond the marketers’ or retailers’ control, evaluate a shifting array of them, and often expand the pool before narrowing it.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-05 Describe the influence of social media on the consumer decision process.
Topic: Consumer Behavior
109. Consumers in an “active” shopping mode
A. typically receive information in an unsolicited manner.
B. do not pass through the “evaluate” and “awareness” stages.
C. are more likely to purposefully seek information and/or assistance.
D. are generally averse to purchasing new products.
E. are not influenced by marketer-dominated touch points.
Consumers who are in an “active” shopping mode purposefully seek information and/or assistance so they can make informed purchase decisions with confidence.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-05 Describe the influence of social media on the consumer decision process.
Topic: Consumer Behavior
110. _____ are thoughts that occur to a consumer when reading, viewing, and/or hearing a communication of advertising messages.
A. Cognitive responses
B. Affective responses
C. Selective impressions
D. Behavioral responses
E. Conative impressions
One of the most widely used methods for examining consumers’ cognitive processing of advertising messages is assessment of their cognitive responses, the thoughts that occur to them while reading, viewing, and/or hearing a communication.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-06 Discuss consumers’ cognitive processing of marketing communications.
Topic: The Communication Process
111. Jessica was asked to view a television ad for a movie that was due to be released at a later date. After viewing the ad, she was required to fill a questionnaire that included questions such as “Did the ad make you want to see the movie?” “Did the movie title seem appropriate?” and “Did you understand the theme of the movie?” In this scenario, Jessica’s _____ responses are being noted.
A. cognitive
B. kinesthetic
C. selective
D. behavioral
E. creative
In the above scenario, Jessica’s cognitive responses are being recorded. One of the most widely used methods for examining consumers’ cognitive processing of advertising messages is assessment of their cognitive responses, the thoughts that occur to them while reading, viewing, and/or hearing a communication.
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-06 Discuss consumers’ cognitive processing of marketing communications.
Topic: The Communication Process
112. After watching a detergent ad that claimed to remove stains with “just a few drops,” Jim stated, “I doubt any detergent can remove stains with only a few drops.” This scenario is an example of a
A. counterargument.
B. support argument.
C. source bolster.
D. cognitive dissonance.
E. source blockage.
In this scenario, Jim is expressing a counterargument. Counterarguments are thoughts a recipient has that are opposed to the position taken in an advertising message.
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-06 Discuss consumers’ cognitive processing of marketing communications.
Topic: The Communication Process
113. Tia saw a television commercial that claimed a specific brand of pain reliever to be much more effective than any other brand available in the market. After watching the entire message, Tia stated, “This painkiller cannot be more effective than mine.” In this scenario, Tia is expressing
A. a counterargument.
B. a support argument.
C. source bolstering.
D. negative dissonance.
E. positive dissonance.
In the above scenario, Tia is expressing a counterargument. Counterarguments are thoughts a recipient has that are opposed to the position taken in an advertising message.
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-06 Discuss consumers’ cognitive processing of marketing communications.
Topic: The Communication Process
114. An ad for Hush designer handbags shows the company’s new line of affordable handbags made from genuine alligator leather. After seeing the ad, Erika stated, “You can’t get a genuine alligator handbag for $50! Please!” Erika’s response to the ad is an example of a
A. negative ad execution thought.
B. negative source derogation.
C. support argument.
D. counterargument.
E. positive source bolster.
In the above scenario, Erika’s response is an example of a counterargument. Counterarguments are thoughts a recipient has that are opposed to the position taken in an advertising message.
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-06 Discuss consumers’ cognitive processing of marketing communications.
Topic: The Communication Process
115. Bianca saw a magazine ad for Savvy Sheen hair shampoo that claimed to contain only natural herbal extracts and milk proteins. The ad also stated that Savvy’s products were devoid of sodium laureth sulfate. Bianca instantly remarked, “I’m going to try this shampoo. I think I will like it.” Bianca’s response to the ad is an example of a
A. negative source bolster.
B. source derogation.
C. support argument.
D. counterargument.
E. positive source bolster.
In the above scenario, Bianca is expressing a support argument. Support arguments are the thoughts of a consumer that affirm the claims made in an advertising message.
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-06 Discuss consumers’ cognitive processing of marketing communications.
Topic: The Communication Process
116.Kevin saw a television ad for the season finale of Expedition of Triumph, a reality series. As he was impressed with the ad, he made a mental note of the day and time the finale was set to be aired. In this scenario, Kevin’s response is an example of a(n)
A. noncognitive response.
B. source derogation.
C. support argument.
D. counterargument.
E. emotional argument.
In the above scenario, Kevin’s response is an example of a support argument. Support arguments are the thoughts of a consumer that affirm the claims made in an advertising message.
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-06 Discuss consumers’ cognitive processing of marketing communications.
Topic: The Communication Process
117. Jared hears a radio commercial for a weight-loss program that claims significant results in 30 days through the use of hypnosis. Jared thinks to himself, “This sounds promising. I think I should give it a try.” This thought would be an example of a(n)
A. positive source derogation.
B. rebuttal.
C. counterargument.
D. support argument.
E. ad executive thought.
The above scenario is an illustration of a support argument. Support arguments are the thoughts of a consumer that affirm the claims made in an advertising message.
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-06 Discuss consumers’ cognitive processing of marketing communications.
Topic: The Communication Process
118. Which of the following is true of source derogation?
A. They are positive thoughts about the spokesperson in an ad.
B. They generally lead to a reduction in message acceptance.
C. They enhance brand recognition.
D. They are considered to be a useful tool for measuring consumer loyalty.
E. They are one of the least important types of emotional responses to an ad.
One of the most important types of cognitive responses is source derogations, or negative thoughts about a spokesperson or organization making a claim. Such thoughts generally lead to a reduction in message acceptance.
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-06 Discuss consumers’ cognitive processing of marketing communications.
Topic: The Communication Process
119. Negative thoughts about a spokesperson or organization making a claim are known as
A. source derogations.
B. counterarguments.
C. source bolsters.
D. source blockages.
E. message filters.
One of the most important types of cognitive responses is source derogations, or negative thoughts about a spokesperson or organization making a claim.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-06 Discuss consumers’ cognitive processing of marketing communications.
Topic: The Communication Process
120. Katy sees a television commercial for a shampoo, which is being endorsed by Adriana Tatum, a young movie actress. Katy thinks to herself, “She’s such a drama queen! She’ll do anything for media attention. I wouldn’t buy anything she promotes.” This is an example of a
A. counterargument.
B. support argument.
C. source bolster.
D. source derogation.
E. message blockage.
In the above scenario, Katy is expressing source derogation. One of the most important types of cognitive responses is source derogations, or negative thoughts about a spokesperson or organization making a claim.
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-06 Discuss consumers’ cognitive processing of marketing communications.
Topic: The Communication Process
121. Which of the following is true of source bolsters?
A. They are positive reflections toward an ad.
B. They are emotional responses to an ad.
C. They are also known as positive counterarguments.
D. They are less likely to lead to consumer purchase.
E. They are an individual’s thoughts about the ad itself.
Receivers who react favorably to the source generate favorable thoughts, or source bolsters. Most advertisers attempt to hire spokespeople their target audience likes so as to carry this effect over to the message.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-06 Discuss consumers’ cognitive processing of marketing communications.
Topic: The Communication Process
122. AB Corp. hires Natasha Cooper, a popular movie actress, to be the brand ambassador for the company. The company hopes that endorsements of its products by the actress will increase the popularity of the brand and also attract a large number of customers. Receivers who respond favorably to Natasha’s endorsements will express
A. source derogations.
B. counterarguments.
C. source bolsters.
D. source blockages.
E. message synergy.
The above scenario is an illustration of a source bolster. Receivers who react favorably to a source generate favorable thoughts, or source bolsters. Most advertisers attempt to hire spokespeople their target audience likes so as to carry this effect over to the message.
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-06 Discuss consumers’ cognitive processing of marketing communications.
Topic: The Communication Process
123. A company that hires a spokesperson with whom its target audience is likely to identify and respond favorably is
A. attempting to create cognitive dissonance.
B. creating a source bolster.
C. engaging in niche marketing.
D. creating an ambivalent situation.
E. enabling counterarguments.
Receivers who react favorably to a source generate favorable thoughts, or source bolsters. Most advertisers attempt to hire spokespeople their target audience likes so as to carry this effect over to the message.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-06 Discuss consumers’ cognitive processing of marketing communications.
Topic: The Communication Process
124. _____ include consumers’ reactions to ad factors such as the creativity of an ad, the quality of the visual effects, colors, and voice tones.
A. Source bolsters
B. Source derogations
C. Ad execution-related thoughts
D. Counterarguments
E. Ad dissonance thoughts
Ad execution-related thoughts include reactions to ad execution factors such as the creativity of the ad, the quality of the visual effects, colors, and voice tones. They can be either favorable or unfavorable, and are important because of their effect on attitudes toward an advertisement as well as a brand.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-06 Discuss consumers’ cognitive processing of marketing communications.
Topic: The Communication Process
125. With reference to ad execution thoughts, advertisers are interested in consumers’ reactions to an ad because
A. the image of a company is directly proportional to the number of advertisements it produces annually.
B. they want to segregate the target audience according to their cognitive reactions toward an advertisement.
C. affective reactions are an important determinant of advertising effectiveness.
D. it enables organizations to create suitable counterarguments.
E. it helps organizations determine the direction of the integrated marketing communications process.
Advertisers are interested in consumers’ reactions to an ad because they know that affective reactions are an important determinant of advertising effectiveness, since these reactions may be transferred to a brand itself or directly influence purchase intentions.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-06 Discuss consumers’ cognitive processing of marketing communications.
Topic: The Communication Process
126. The _____ model addresses the differences in the way consumers process and respond to persuasive advertising messages.
A. elaboration likelihood
B. five Ws
C. AIDA
D. information processing
E. cognitive response
Differences in the ways consumers process and respond to persuasive messages are addressed in the elaboration likelihood model (ELM) of persuasion.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-06 Discuss consumers’ cognitive processing of marketing communications.
Topic: The Communication Process
127. The elaboration likelihood model (ELM) was developed to explain the process by which persuasive communications lead to persuasion by influencing
A. dissonance formation.
B. attributions.
C. source bolsters.
D. attitudes.
E. group norms.
The elaboration likelihood model (ELM) was devised by Richard Petty and John Cacioppo to explain the process by which persuasive communications (such as ads) lead to persuasion by influencing attitudes.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-06 Discuss consumers’ cognitive processing of marketing communications.
Topic: The Communication Process
128. According to the elaboration likelihood model, the _____ to process a message depends on such factors as involvement, personal relevance, and individuals’ needs and arousal levels.
A. dissonance
B. motivation
C. ability
D. attitude
E. competency
The elaboration likelihood model (ELM) shows that elaboration likelihood is a function of two elements, motivation and ability to process the message. Motivation to process a message depends on such factors as involvement, personal relevance, and individuals’ needs and arousal levels. Ability depends on an individual’s knowledge, intellectual capacity, and opportunity to process a message.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-06 Discuss consumers’ cognitive processing of marketing communications.
Topic: The Communication Process
129. Jake is planning to buy a new smartphone. He studied the contents of an ad describing the superiority of TL smartphones and scrutinized how the advertising message argued in favor of TL’s superiority. According to the elaboration likelihood model (ELM), Jake is engaging in which of the following routes to persuasion?
A. support arguing
B. central processing
C. peripheral processing
D. source bolstering
E. comparative analysis
In this scenario, Jake is engaging in central processing. When central processing of an advertising message occurs, a consumer pays close attention to message content and scrutinizes the message arguments.
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-06 Discuss consumers’ cognitive processing of marketing communications.
Topic: The Communication Process
130. The elaboration likelihood model (ELM) states that there are two basic routes to persuasion, the central route and the peripheral route. Under the central route to persuasion, a message recipient is viewed as
A. a pioneer of word-of-mouth advertising campaigns.
B. a passive participant who relies heavily on imagery processing.
C. a very involved participant in the communications process.
D. having low ability to attend to and comprehend a message.
E. likely to engage in only minor cognitive processing.
Under the central route to persuasion, a receiver is viewed as a very active, involved participant in the communication process whose ability and motivation to attend, comprehend, and evaluate messages are high.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-06 Discuss consumers’ cognitive processing of marketing communications.
Topic: The Communication Process
131. According to the elaboration likelihood model (ELM), a receiver lacks the ability or motivation to process information under the _____ route to persuasion.
A. central
B. peripheral
C. cognitive
D. high-involvement
E. affective
Under the peripheral route to persuasion, a receiver is viewed as lacking the motivation or ability to process information and is not likely to engage in detailed cognitive processing.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-06 Discuss consumers’ cognitive processing of marketing communications.
Topic: The Communication Process
132. The elaboration likelihood model (ELM) states that there are two basic routes to persuasion, the central route and the peripheral route. In the case of the peripheral route to persuasion
A. the message will more likely create favorable attitudes if the endorser in the ad is attractive and likeable.
B. the message should contain a lot of detailed information.
C. the receiver is actively involved in the communication process.
D. the quality of the message claims are more important than a spokesperson, headline, pictures, or music.
E. the message deals with high-involvement buying situations.
Under the peripheral route to persuasion, a receiver is viewed as lacking the motivation or ability to process information and is not likely to engage in detailed cognitive processing. Favorable attitudes may be formed if the endorser in an ad is viewed as an expert or is attractive and/or likable or if a consumer likes certain executional aspects of an ad such as the way it is made, the music, or the imagery.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-06 Discuss consumers’ cognitive processing of marketing communications.
Topic: The Communication Process
133. Trevor is watching a late night TV show when a low-budget commercial for a local restaurant comes on air. He is affronted by the poor quality of the commercial and immediately tunes out the message without processing any of the information. According to the elaboration likelihood model (ELM), Trevor is engaging in which of the following routes to persuasion?
A. support arguing
B. central processing
C. peripheral processing
D. source bolstering
E. source blocking
Peripheral cues can lead to rejection of a message. For example, ads that advocate extreme positions, use endorsers who are not well liked or have credibility problems, or are not executed well (such as low-budget ads for local retailers) may be rejected without any consideration of their information or message arguments.
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-06 Discuss consumers’ cognitive processing of marketing communications.
Topic: The Communication Process
134. Research on the elaboration likelihood model (ELM) has shown that
A. celebrities are effective peripheral cues in a high-involvement situation.
B. celebrity endorsers have a significant effect on brand attitudes in low-involvement situations.
C. the quality of message arguments is likely to be very important in low-involvement situations.
D. the quality of message claims is always less likely to be persuasive than the status of celebrity endorsers.
E. peripheral cues are more important than detailed messages in high-involvement situations.
An interesting test of the elaboration likelihood model (ELM) showed that the effectiveness of a celebrity endorser in an ad depends on a receiver’s involvement level. When involvement was low, a celebrity endorser had a significant effect on attitudes. When the receiver’s involvement was high, however, the use of a celebrity had no effect on brand attitudes; the quality of the arguments used in the ad was more important.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-06 Discuss consumers’ cognitive processing of marketing communications.
Topic: The Communication Process
135. Mellow Inc., a manufacturer of toiletry products, believes commercials for toiletries are processed primarily through a peripheral processing route. Which of the following advertising strategies should Mellow use?
A. very detailed ads with a great deal of information about body hygiene
B. detailed ads with strong message arguments about Mellow brands
C. ads that use popular celebrity endorsers such as movie stars and sports personalities
D. ads that pay more attention to information in the copy than executional elements such as visual imagery
E. ads that are free of any distractions like pictures or jingles
In the above scenario, Mellow Inc. should utilize popular celebrity endorsers such as movie stars and sports personalities in their ads. Under the peripheral route to persuasion, favorable attitudes may be formed if the endorser in an ad is viewed as an expert or is attractive and/or likable or if a consumer likes certain executional aspects of the ad such as the way it is made, the music, or the imagery.
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-06 Discuss consumers’ cognitive processing of marketing communications.
Topic: The Communication Process
Chapter 05 Test Bank 01/09/2017 22:03:09 Summary
Category-# of Questions
AACSB: Analytical Thinking-101
AACSB: Reflective Thinking-34
Accessibility: Keyboard Navigation-130
Blooms: Apply-35
Blooms: Remember-63
Blooms: Understand-37
Difficulty: 1 Easy-64
Difficulty: 2 Medium-38
Difficulty: 3 Hard-33
Learning Objective: 05-01 Describe the communication process and its role in IMC.-5
Learning Objective: 05-02 Describe the basic model of the communication process.-14
Learning Objective: 05-03 Discuss the role of word-of-mouth influence and viral marketing.-42
Learning Objective: 05-04 Analyze receivers’ responses to marketing communications and their implications for promotional planning and strategy.-38
Learning Objective: 05-05 Describe the influence of social media on the consumer decision process.-6
Learning Objective: 05-06 Discuss consumers’ cognitive processing of marketing communications.-30
Topic: Consumer Behavior-45
Topic: Psychological Influences-1
Topic: The Communication Process-89

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