Deck 4: Brands and the Advertising Contribution

Question 1

One-way communication is useful:

A)for marketing products and services likely to have an homogenous appeal
B)to introduce a new and innovative product
C)for low-involvement products
D)all of the above
E)none of the above

Answer 1

D

Question 2

In the communications model,the sender ________ the message.

A)codes
B)decodes
C)recodes
D)cracks the codes in
E)none of the above

Answer 2

E

Question 3

Suppose a nation wants to brand itself as a tourist destination.To succeed,according to Simon Anholt,the nation should couple substance with which of the following?

A)Strategy and structure
B)Structure and strength
C)Symbols and rituals
D)Strategy and symbolic actions
E)Strength and clarity

Answer 3

D

Question 4

The most devoted members of brand communities,brand cults or consumer tribes are called ________.

A)customer evangelists
B)social media
C)personal brands
D)brand personalities
E)audiences

Question 5

Which of the following may NOT be branded?

A)A service
B)A retailer
C)A location
D)A politician
E)None of the above;all may be branded

Question 6

Which of the following could be a tangible attribute of a brand of boots?

A)Image
B)Durability
C)Reputation
D)Associations
E)Style

Question 7

On a store shelf,branded contact lens solution sits next to unbranded solution.Which of the following is most likely to be different between the two?

A)The tangible attributes of the products
B)The ways the products are meant to be used
C)The solutions' chemical formulas
D)The ways the two products are packaged
E)Consumers' perceptions and feelings about them

Question 8

Which of the following statements best describes the trend in branding?

A)Brands are used less often today for tangible goods but more often for services.
B)Marketers have identified what can be branded,and the use of brands has stabilised.
C)Brands are becoming less common today as marketers realise their limits.
D)Brands are expanding their reach because just about anything can be branded.
E)Brands are used less often today for services but are expanding their reach for tangible goods.

Question 9

Things that interrupt the sending as well as the receiving of the message are known as ________ in the basic communication model.

A)encoders
B)decoders
C)feedback
D)interference
E)noise

Question 10

Ehrenberg argued that most advertising,and nearly all brand advertising,works simply by shining a spotlight on the brand,making it ________ to consumers.

A)viable
B)persuasive
C)salient
D)none of these

Question 11

Turning the page in the newspaper or a magazine,hitting the mute button on the television,tossing unopened mail that looks like an ad,and deleting spam without looking at it are all examples of consumers ________ the message.

A)decoding
B)encoding
C)perceiving
D)filtering
E)accepting

Question 12

________ communication is a form of two-way communication,a dialogue.

A)Mass
B)Marketing
C)Integrative
D)Advertising
E)None of these

Question 13

In which case is interactive communication LEAST likely to be useful?

A)For marketing services to demanding audiences.
B)For selling products and services that involve risk.
C)For marketing products and services that require customisation.
D)For selling products about which the audience is largely indifferent.
E)For marketing products that require detailed explanation.

Question 14

A _______ is a constellation of tangible and intangible attributes,configured in such a way that a product or service is set apart from its competition.

A)perception
B)symbol
C)brand
D)customer evangelist
E)message

Question 15

Advertising is,first of all,a form of ________.

A)communication
B)marketing
C)artistic expression
D)interactive communication
E)message

Question 16

Which of the following is an example of branding a cause?

A)Earth Hour
B)Mozilla Firefox
C)T20 Cricket
D)'Kevin 07'
E)The Sydney Opera House

Question 17

When consumers see the bright green 'unpeeled apple' logo of Woolworths and think of 'Fresh food people',this is an example of the brand as ______.

A)tangible attribute
B)benefit
C)symbol
D)personality
E)value

Question 18

How does the use of social media affect the kinds of messages marketers should send?

A)They need a balance between tangible and intangible messages.
B)They need to communicate less about causes and places.
C)They need a balance between sales and non-sales messages.
D)They need to communicate more about national treasures.
E)They need more unplanned messages.

Question 19

In what direction(s)do brand-related messages mainly flow in the social age?

A)Mostly from brands to customers
B)Mostly from customers to brands
C)Mostly from person brands to product brands
D)Back and forth between brands and customers
E)Back and forth between manufacturers and retailers

Question 20

Which of the following is a consequence of the use of social media?

A)Brands do not need to communicate as much.
B)Customers speak actively to brands.
C)Brands need to let others talk to customers.
D)Brands are free to stick to sales messages.
E)Nations are able to brand themselves.

Question 21

________ is the multitude of messages all competing to get consumers' attention.

A)The medium
B)Feedback
C)Clutter
D)The channel
E)Internal noise

Question 22

Which of the following is a key component of cognition?

A)Exposure
B)Resonance
C)Selection and attention
D)Emotions
E)None of these

Question 23

Lauren is very particular about her coffee in the morning,using bottled water because the tap water in her office smells of chlorine and makes her coffee taste funny.She saw an ad for a coffee maker that had a filter to clear impurities from the water when making coffee.The ad had the headline,'Come on,this is your coffee we're talking about!' When Lauren saw that,she exclaimed,'Yes!' because she could identify with it on a personal level.What component of the affective response best signifies that aspect of self-interest like this ad does?

A)Wants
B)Emotions
C)Liking
D)Resonance
E)Needs

Question 24

________ occurs when a presentation of facts,information and explanations leads to understanding.

A)Resonance
B)Conditioned learning
C)Differentiation
D)Memory
E)Cognitive learning

Question 25

________ recognition or recall means respondents can tell what they remember about an advertisement without their memory being prompted by seeing it again.

A)Aided
B)Unaided
C)Prompted
D)Unscripted
E)Free

Question 26

Ads that use jingles,slogans,catching headlines or repetitive visuals are doing so in order to achieve ________.

A)resonance
B)wants
C)working memory
D)long-term memory
E)recall

Question 27

Who determines the objectives for the advertising message?

A)The audience
B)The channel
C)The media
D)The advertiser assisted by its agency
E)The advertiser assisted by its agency and the media

Question 28

Which of the following is a component of the affective response?

A)Liking
B)Resonance
C)Brand transformation
D)Needs
E)Both (a)and (b)

Question 29

________ means the message connects on some personal level with the receiver.

A)Attention
B)Perception
C)Selection
D)Interest
E)Relevance

Question 30

Advertisers spend millions of dollars each year in media time and space.Which component of perception is used to measure the effectiveness of a media plan?

A)Exposure
B)Selection and attention
C)Interest and relevance
D)Awareness
E)Recognition

Question 31

________ communication is a form of two-way communication,a dialogue.

A)Mass
B)Target
C)Interactive
D)Integrative
E)External

Question 32

When consumer involvement is high,the consumer will tend to search for information and evaluate it critically.This is referred to as ________ processing.

A)remedial
B)target
C)central
D)peripheral
E)sequential

Question 33

Which of the following is NOT a reason why advertisements fail to affect their audiences?

A)Failure of the creative strategy
B)Failure of the advertising strategy
C)Failure of the marketing strategy
D)Failure of the product's distribution
E)All of the above are reasons why advertisements fail.

Question 34

When consumer involvement is low,advertising often employs repetition of images and the use of symbols.This is referred to as ________ processing.

A)remedial
B)target
C)central
D)peri mortem
E)sequential

Question 35

________ relies on consumers to pass messages about products among themselves.

A)Mass communication
B)Viral advertising
C)Opinion marketing
D)Interactive marketing
E)Personal selling

Question 36

A(n)________ is often the most important goal of advertising.

A)customer liking the ad
B)behavioural response
C)award nomination
D)none of these

Question 37

Which of the following is an example of external noise that could hinder the consumer's reception of an advertising message?

A)Advertising clutter
B)The receiver's needs
C)The receiver's language skills
D)The receiver's interest level
E)All of the above

Question 38

Ads that are attempting to achieve a(n)________ response aim to stimulate wants,touch the emotions and create feelings.

A)cognitive
B)resonance
C)liking
D)affective
E)transformation

Question 39

John saw an ad for flowers that included the phone number 1-800-FLOWERS.Two months later,John wanted to send his mother some flowers for Mother's Day and remembered the phone number from the ad,so he called and ordered flowers.What type of effect is this?

A)Subliminal
B)Hiatus
C)Affective
D)Emotional
E)Delayed

Question 40

________ is used to check if the advertising message is received as intended.

A)Noise
B)Decoding
C)Encoding
D)Feedback
E)Channelling

Question 41

When a brand establishes a familiar image and an expectation level based on familiarity,consistency and predictability,this is known as the brand ________.

A)position
B)image
C)promise
D)loyalty
E)personality

Question 42

Recognition means people remember having seen the ad,and recall means they remember what the ad said.

Question 43

Conviction is the process by which we receive information through our five senses and assign meaning to it.

Question 44

Cognitive learning occurs when a presentation of facts,information and explanations leads to understanding.

Question 45

Advertising creates visibility for a product or brand through exposure,and consumers respond by selecting messages to which they pay attention,a process called selective perception.

Question 46

The degree to which consumers are engrossed in making a product decision or attending to an advertisement is referred to as conviction.

Question 47

Which of the following is a way that advertisers can contribute to a sustainable marketing mix?

A)By setting the brand apart from concerns about social awareness
B)By setting up star ratings for energy-efficient white goods
C)By developing new methods of production
D)By communicating that the company has become a major certifying body
E)By communicating that products are certified by Good Environmental Choice

Question 48

Wants are thought to be influenced by emotion or desire.

Question 49

Source credibility means that the person delivering the message,such as a doctor,is respected and believed.

Question 50

Persuasion is the conscious intent on the part of the source to influence or motivate the receiver of a message to believe or do something.

Question 51

The brand ________ states how the consumer sees the brand relative to its category,competitors and substitutes.

A)position
B)image
C)promise
D)loyalty
E)personality

Question 52

Loyalty is a measure of both attitude and repeat purchase behaviour.

Question 53

A critical factor in interest is relevance,which means the message connects on some personal level.

Question 54

Why would marketers want to communicate about their company's new ways of working to ensure that people and the planet are not adversely affected by the company's pursuit of profit?

A)The messages can help a company become certified.
B)The messages can make the company more responsible.
C)The messages make the company seem more self-interested.
D)The messages can establish trust and set the company apart.
E)The messages can provide verification that reassures consumers.

Question 55

Consumers respond to advertising by selecting which messages they'll pay attention to.This is called ________.

A)cognition
B)perception
C)selective perception
D)exposure
E)awareness

Question 56

Mass communication is a conversation or dialogue,and the source and receiver change positions as the message bounces back and forth between them.

Question 57

It is not possible for consumers to like an ad and not be able to remember the brand.

Question 58

Customer evangelists are employees whose job involves creative efforts to promote their employer's brand.

Question 59

Target marketing relies on consumers to pass messages about products among themselves,typically through email.

Question 60

The advertiser's objectives are focused on the message.

Question 61

What is the major difference between the basic communication model and an interactive communication model?

Question 62

The brand personality states what the brand is all about,its essence.

Question 63

Name and describe the components of persuasion and how they work in advertising.

Question 64

According to the brand halo model,what kinds of associations do consumers make with brands?

Question 65

Explain the concept of brand image and brand values,why it's important and how it relates to brand positioning.

Question 66

As advertisers engage in activities to demonstrate their commitment to being socially responsible,the connection between the brand and social awareness has become more important and profitable.

Question 67

Mary was extremely satisfied with Nivea body lotion after she tried it,so she purchased the product again.She even told her mother and sister about the benefits of Nivea and convinced them to try the product as well.What component of persuasion does this represent and why do marketers want to attain this persuasion?

Question 68

Cognition is about how consumers respond to information.Explain the key components.

Question 69

What tangible and intangible attributes make up a brand?

Question 70

A researcher is paging through a magazine and asking respondents whether they remember seeing a particular ad.Explain which component of perception this is assessing.

Question 71

Association is the process of making symbolic connections between a brand and characteristics,qualities or lifestyles that represent the brand's image and personality.

Question 72

What role can brands play in developing a sustainable marketing mix?

Question 73

List four categories of things that a marketer can brand,giving one example of each.

Question 74

List the four categories of explanations for an ad failing to affect its audience as hoped.

Question 75

Behaviour refers to how consumers respond to information,learn and understand something.

Question 76

A brand is sometimes called a brand identity because it establishes a familiar image and an expectation level based on familiarity,consistency and predictability.

Question 77

Your friend knows you're studying advertising and asks you why it is that we only notice a small fraction of advertisements we are bombarded with in our daily life.What would you tell them?