Question 1

________ is defined as wordplay,often used to create a double meaning used in combination with a relevant picture.
A) Psychological noise
B) Involvement theory
C) Advertising resonance
D) Message framing
E) Comparative advertising

Accepted Answer

The definition provided fits best with the concept of advertising resonance, where the image and message are combined to create an emotional connection with the audience. The use of wordplay is often seen in advertising campaigns to create a visual and verbal pun that resonates with the audience. Psychological noise refers to distractions in the environment that affect communication, involvement theory is a concept used to explain consumer decision-making, message framing is a technique used to present information in a particular way, and comparative advertising is a type of advertising that compares the features of one brand with another. None of these concepts directly relate to the definition provided.

Question 2

Competing advertising messages and distracting thoughts are types of ________.
A) perceptual blocking
B) selective exposure
C) roadblocking
D) psychological noise
E) branded entertainment

Accepted Answer

Psychological noise refers to internal mental distractions that can affect a person's ability to process and understand a message, such as competing advertising messages and distracting thoughts. Perceptual blocking refers to physical barriers that prevent a person from receiving a message, selective exposure refers to the tendency to seek out messages that align with one's beliefs, and roadblocking refers to the practice of saturating a medium with multiple ads to capture a larger audience. Branded entertainment refers to the integration of brand messages into entertainment content.

Question 3

Immediate feedback is the factor that makes ________ so effective.
A) impersonal messages
B) mass marketing
C) television advertising
D) print advertising
E) personal selling

Accepted Answer

Immediate feedback is a crucial factor in personal selling because it allows the salesperson to adjust their approach and message to better serve the needs and preferences of the customer. This enables them to build a stronger rapport and relationship with the customer, leading to increased sales and customer loyalty. Impersonal messages, mass marketing, television advertising, and print advertising do not offer the same immediate feedback opportunities as personal selling.

Question 4

Logos or symbols that are associated exclusively with a given product and achieve high recognition are examples of ________.
A) verbal information
B) intuitive information
C) feedback information
D) mediated information
E) nonverbal information

Accepted Answer

Logos or symbols are visual representations and therefore fall under the category of nonverbal information. They can be easily recognized and associated with a particular product, brand, or company, helping to establish a strong brand identity and increase consumer recognition and loyalty.

Question 5

In advertising,when Advil compares its benefits to Motrin IB as a pain killer,this is an example of ________.
A) positive message framing
B) comparative advertising
C) the central route to persuasion
D) advertising resonance
E) two-sided messaging

Accepted Answer

Comparing the benefits of Advil to Motrin IB is an example of comparative advertising, where one brand directly compares its features or benefits to those of a competitor.

Question 6

________ possess a wide range of information about many different types of products,retail outlets,and other dimensions of markets.They initiate discussions with other consumers,respond to requests for market information,and like to shop and share their shopping expertise with others.
A) Market mavens
B) Fixated consumers
C) Opinion leaders
D) Dedicated detractors
E) Devotees

Accepted Answer

Market mavens possess a wide range of information about products, retail outlets, and other dimensions of markets. They enjoy initiating discussions with other consumers, responding to requests for market information, and sharing their shopping expertise with others. This makes them valuable sources of information and influencers in the market.

Question 7

The ability to reach exclusively intended audiences is known as ________.
A) consumer profiling
B) psychological noise
C) audience profiling
D) targeting precision
E) persuasion effectiveness

Accepted Answer

The ability to reach exclusively intended audiences is known as targeting precision, which involves identifying and selecting specific groups of individuals or demographics through various advertising and marketing strategies. This allows for a more efficient and effective use of resources by focusing on those most likely to respond to a particular message or product. Consumer profiling and audience profiling are related concepts, but not specifically focused on reaching intended audiences, while psychological noise and persuasion effectiveness are factors that can influence how successful targeting precision efforts will be.

Question 8

The best and most effective way to ensure that a promotional message stands out and is received and decoded appropriately by the target audience is through ________.
A) repetition of ads.
B) using contrast to break through the clutter.
C) using teasers by broadcasters to keep audiences tuned in.
D) effective positioning
E) use of celebrity endorsers

Accepted Answer

Effective positioning ensures that the promotional message is tailored to the target audience's needs and interests, making it more likely to be received and decoded appropriately.

Question 9

Receivers decode the messages they receive on the basis of ________.
A) the framing of the advertisement
B) their personal experiences and personal characteristics
C) their involvement with the product
D) the sleeper effect
E) the primacy effect

Accepted Answer

Receivers interpret messages in light of their own personal experiences, beliefs, and attitudes. This is known as selective perception, and it means that not all receivers will interpret a message in the same way. Factors like culture, age, ethnicity, and social class can all influence the way that a receiver decodes a message.

Question 10

Only through ________ can the sender of a message determine whether and how well the message was received.
A) creative use of media
B) specifically identifying the target market
C) feedback
D) the sales response
E) receivers' facial expressions and body language

Accepted Answer

Feedback is the only way in which the sender of a message can receive information about whether and how well the message was received. It allows the sender to make necessary adjustments to improve communication effectiveness.

Question 11

In order to assess whether respondents like a message,understand it correctly,and regard it as effective and persuasive,researchers generally use ________.
A) psychological noise
B) interpersonal feedback
C) perceptual defense
D) attitudinal measures
E) impersonal messages

Accepted Answer

Attitudinal measures are used to assess respondents' liking of a message, their understanding of it, and their regard for it as effective and persuasive. Attitudinal measures include scales, questionnaires, surveys, and other instruments that capture respondents' attitudes, beliefs, opinions, and intentions. Psychological noise refers to internal distractions and conditions that affect communication. Interpersonal feedback is feedback from other people regarding one's communication. Perceptual defense is the tendency of people to block out information that conflicts with their beliefs or values. Impersonal messages are messages that lack personalization or customization.

Question 12

Consumers with low involvement with the advertised product would respond best to which of the following scenarios?
A) A humorous ad for dish soap during a TV sitcom
B) A serious ad for pharmaceuticals during a TV sitcom
C) A humorous ad for cookies during a serious TV documentary
D) A humorous ad for an automobile during a dramatic TV show
E) A serious ad for a charity during the TV showing of a humorous movie

Accepted Answer

Humorous ads are more effective for low-involvement products as they capture attention and are more memorable, especially during light-hearted content like a TV sitcom.

Question 13

Photographs,illustrations and symbols are examples of ________ messages.
A) verbal
B) nonverbal
C) impersonal
D) interpersonal
E) direct

Accepted Answer

Photographs, illustrations, and symbols are nonverbal messages, meaning they communicate without the use of words. Verbal messages, on the other hand, rely solely on language, either spoken or written. Impersonal and interpersonal messages refer to the degree of personal connection between the parties involved, while direct messages refer to the clarity and straightforwardness of the message being conveyed.

Question 14

Time shifting and channel surfing are ways consumers can practice ________ to avoid messages.
A) psychological noise
B) perceptual defense
C) selective exposure
D) self defense
E) roadblocking

Accepted Answer

Selective exposure refers to the tendency of individuals to choose to expose themselves to information that reinforces their existing attitudes and beliefs while avoiding information that contradicts their preexisting beliefs. Time shifting and channel surfing are examples of selective exposure because they allow consumers to avoid messages they don't want to hear by choosing when and where they receive information. Psychological noise and perceptual defense are not relevant to this concept, and self-defense and roadblocking are not widely recognized terms in the field of communication.

Question 15

If the audience is friendly to the advertiser's products,initially favors the communicator's position,or if it is not likely to hear an opposing argument,then a ________ is most effective.If the audience is critical or unfriendly and well educated,then a ________ is likely to be more effective.
A) positive message frame; negative message frame
B) two-sided message; one-sided message
C) peripheral route to persuasion; central route to persuasion
D) negative message frame; positive message frame
E) one-sided message; two-sided message

Accepted Answer

If the audience is friendly to the advertiser's products, initially favors the communicator's position, or if it is not likely to hear an opposing argument, then a one-sided message is most effective. On the other hand, if the audience is critical or unfriendly and well educated, then a two-sided message is likely to be more effective. Therefore, the best choice is E - one-sided message for a friendly and open audience, and two-sided message for a critical and well-educated audience.

Question 16

When the material presented first produces a greater effect than material presented later,this is known as the ________.When the material presented last produces a greater effect than material presented earlier,this is known as the ________.
A) central route to persuasion; peripheral route to persuasion
B) recency effect; primacy effect
C) primacy effect; recency effect
D) positive message framing; negative message framing
E) peripheral route to persuasion; central route to persuasion

Accepted Answer

The first part of the question describes the primacy effect, where earlier material has a greater impact. The second part of the question describes the recency effect, where later material has a greater impact. Choice A and E are discussing different routes to persuasion and are not directly answering the question. Choice D is referring to message framing, which is not relevant to the question.

Question 17

Advertisers develop ________ as a way to describe their target customers,including the specific media they read or watch.Media organizations develop ________ as a way to describe the consumers that use their media.
A) customer profiles; consumer profiles
B) consumer profiles; audience profiles
C) psychological profiles; perceptual profiles
D) audience profiles; customer profiles
E) audience profiles; consumer profiles

Accepted Answer

Advertisers create consumer profiles to understand their target customers, while media organizations create audience profiles to describe the consumers who engage with their media.

Question 18

________ are generally classified as print and broadcast.
A) Mass media
B) Interpersonal communications
C) Unintended audiences
D) Intermediary audiences
E) Marketing communications

Accepted Answer

Print and broadcast media fall under the category of mass media, which refers to communication channels that involve one-to-many communication. Interpersonal communications, unintended audiences, intermediary audiences, and marketing communications are specific types or aspects of mass media but not the overarching classification.

Question 19

________ stresses the benefits to be gained by using a specific product,whereas ________ stresses the benefits to be lost by not using the product.
A) One-sided messaging; two-sided messaging
B) Positive message framing; negative message framing
C) The central route to persuasion; the peripheral route to persuasion
D) The peripheral route to persuasion; the central route to persuasion
E) Negative message framing; positive message framing

Accepted Answer

Positive message framing emphasizes the advantages of using a product, while negative message framing highlights the disadvantages or what could be lost by not using the product.

Question 20

Which of the following is true of sex in advertising?
A) Sexual themes in advertising encourage actual consumption behavior.
B) More product-related thinking occurs in response to sexual appeals than to nonsexual appeals.
C) Sexual appeals enhance message comprehension.
D) Visual sexual elements in an ad are more likely to be processed than its verbal content.
E) Sexual appeals positively impact the processing of message content.

Accepted Answer

Studies have consistently shown that visual sexual elements in an advertisement are more likely to capture attention and be processed than its verbal content. This is because these elements are usually processed faster and on a more emotional level, while verbal content requires more cognitive processing.

Quiz 9: Communication and Consumer Behavior

________ is defined as wordplay,often used to create a double meaning used in combination with a relevant picture.

Competing advertising messages and distracting thoughts are types of ________.

Immediate feedback is the factor that makes ________ so effective.

Logos or symbols that are associated exclusively with a given product and achieve high recognition are examples of ________.

In advertising,when Advil compares its benefits to Motrin IB as a pain killer,this is an example of ________.

________ possess a wide range of information about many different types of products,retail outlets,and other dimensions of markets.They initiate discussions with other consumers,respond to requests for market information,and like to shop and share their shopping expertise with others.

The ability to reach exclusively intended audiences is known as ________.

The best and most effective way to ensure that a promotional message stands out and is received and decoded appropriately by the target audience is through ________.

Receivers decode the messages they receive on the basis of ________.

Only through ________ can the sender of a message determine whether and how well the message was received.

In order to assess whether respondents like a message,understand it correctly,and regard it as effective and persuasive,researchers generally use ________.

Consumers with low involvement with the advertised product would respond best to which of the following scenarios?

Photographs,illustrations and symbols are examples of ________ messages.

Time shifting and channel surfing are ways consumers can practice ________ to avoid messages.

If the audience is friendly to the advertiser's products,initially favors the communicator's position,or if it is not likely to hear an opposing argument,then a is most effective.If the audience is critical or unfriendly and well educated,then a is likely to be more effective.

When the material presented first produces a greater effect than material presented later,this is known as the .When the material presented last produces a greater effect than material presented earlier,this is known as the .

Advertisers develop as a way to describe their target customers,including the specific media they read or watch.Media organizations develop as a way to describe the consumers that use their media.

________ are generally classified as print and broadcast.

stresses the benefits to be gained by using a specific product,whereas stresses the benefits to be lost by not using the product.

Which of the following is true of sex in advertising?