Semiotics

Chapter 05 - The Communication Process
Chapter 05
The Communication Process
1. (p. 143) Early adopters are critical to the success of new products
because:
A. many customers pay attention to what they say and do
B. consumers prefer early adopters over late adopters
C. they engage in alternative-dynamic analysis
D. integrated marketing communications are not designed to attract
this market segment
E. cognitive dissonance may alter pre-purchase evaluation by this
market segment
See opening vignette.
2. (p. 144) Marketers use a variety of alternative communications

methods to reach early adopters because:
A. government regulations alert early adopters to the communication
process
B. alternative media deny access to new product marketers
C. a majority of this market segment are annoyed by the amount of
advertising today
D. these consumers are less likely to think about product choices
before adopting them
E. publicity is not usually available for targeting this market segment
See opening vignette.
5-1
3. (p. 137) The basic function of all of the elements of the integrated
communications program is to:
A. communicate with a firm's target audience
B. convince customers to make a purchase immediately
C. convince customers to pay a higher price for a good or service
D. educate customers about the features of a good or service
E. persuade customers to try a product category
5-2
4. (p. 145) _____ is defined as the passing of information, the

exchange of ideas or process of establishing a commonness of thought
between a sender and receiver.
A. Advertising
B. Sales promotion
C. Encoding
D. Decoding
E. Communication
5. (p. 145) Which of the following statements about effective

communication is true?
A. Advertising communication is effective because marketers are able
to tell consumers how to interpret their messages within the context of
the communications.
B. For effective communication, marketers must understand the
meanings that consumers attach to words and symbols and how these
words and symbols are interpreted.
C. Effective integrated marketing communications always is
nonpersonal in nature.
D. Effective communication is unaffected by the reception
environment.
E. Whether an ad is in black and white or in full color has no impact
on how effectively the message is communicated.
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6. (p. 145) Successful communication depends on

A. the nature of the message
B. the interpretation of the message by the audience
C. the environment in which a message is received
D. the receiver's perception of the source of the message
E. all of the above
7. (p. 145-146) Which of the following is NOT a controllable variable

in the communications process?
A. senders
B. source
C. message
D. channel
E. receivers
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8. (p. 145-146) Which of the following is NOT a basic element of the

communications process?
A. source
B. message
C. channel
D. integration
E. receiver
9. (p. 147) Communication problems in international marketing

include misinterpretation of:
A. brand names
B. ad slogans
C. signs and symbols
D. language
E. all of the above
See Global Perspective 5-1.
10. (p. 148) Putting thoughts, ideas or information together in

symbolic form is called:
A. encoding
B. deciphering
C. shaping
D. flighting
E. decoding
5-5
11. (p. 148) An ad purchased by the Tennessee Department of Tourist

Development encouraging people to choose the state of Tennessee for
their vacation destination was published in Southern Living magazine.
The ad shows various scenic pictures of Tennessee and includes the
slogan, "Tennessee sounds good to me." In this print ad, the source of
the advertising message is:
A. the Tennessee Department of Tourist Development
B. Southern Living magazine
C. the people in the scenic pictures
D. the slogan
E. readers of the magazine
5-6
12. (p. 148) Commercials for Planter's nuts describe the nuts as a
delicious snack food for everyone. The commercials show animals
that eat nuts as part of their usual diet trying to convince humans to
share their Planter's nuts. In these commercials, the source of the
advertising message is:
A. Mr. Peanut, the company's visual image personality
B. the television networks on which the ads run
C. the specific television shows in which the ads are seen
D. Planter's peanuts company
E. people who talk about how humorous the commercials are
13. (p. 148) When actresses from the television show Desperate
Housewives appear in a commercial endorsing Garnier Lumia hair
products, the message source is:
A. the television network showing the commercial
B. the television program that the advertising provides financial
support for
C. the actresses
D. consumers who view the commercial
E. Desperate Housewives
5-7
14. (p. 148) The communication process begins with the process of
_____, which leads to the development of a _____ that contains the
information or meaning a source hopes to convey.
A. encoding; message
B. encrypting; transmission
C. encoding; response
D. decoding; message
E. decoding; transmission
15. (p. 148) The source or sender of an advertising communication:

A. is typically a salesperson
B. is never a nonpersonal entity
C. is typically identified as the owner of the medium in which the
communication appeared
D. can be an individual or a nonpersonal entity such as a corporation
E. is never involved in the encoding process
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16. (p. 148) When marketers develop an advertising message, one of

their primary goals is to encode the message:
A. in a way that makes their message unique to each individual who is
exposed to the ad
B. so that it can only be understood by members of the target audience
C. so that it will be understood and interpreted in a similar way by
most consumers
D. using nonverbal communication so as to eliminate problems with
connotations and jargon
E. so that it requires effort to decode it
17. (p. 148) The encoding process leads to the development of:
A. a message
B. noise
C. a channel
D. feedback
E. a receiver
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18. (p. 148) Which of the following would be an example of an

advertising message?
A. a radio commercial telling you to why you should fly to Florida on
Delta Airlines
B. a print ad explaining a sweepstakes in which the winner will
receive a walk-on role on an NBC soap opera
C. a print ad for DeBeers diamonds with a picture of a woman
wearing a diamond necklace and the DeBeers name
D. a television ad that tells you to watch the next episode of Grey's
Anatomy
E. all of the above
19. (p. 148) Which of the following statements about an advertising

message is true?
A. Advertising messages can be verbal or nonverbal.
B. Advertising messages can be primarily visual.
C. Advertising messages are generally put into a transmittable form
that is appropriate for the channel of communication being used.
D. The effectiveness of an advertising message may be determined by
the impression or image it creates rather than the information it
contains.
E. All of the above statements about an advertising message are true.
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20. (p. 148) _____ is the study of the nature of meaning and how
words, gestures and symbols acquire meaning.
A. Communication derivation
B. Language arts
C. Symbolics
D. Semiotics
E. Linguistics
21. (p. 148) To help understand what the teddy bear on its Snuggle
fabric softener might symbolize to consumers, Lever Brothers could
use:
A. life style research
B. cognitive response research
C. involvement research
D. semiotic analysis
E. common ground research
22. (p. 148) Advertisers can determine how people react to words like
juvenile, immature and childish that have the same basic denotation
but differing connotations through the use of:
A. psychoanalysis
B. semiotic analysis
C. common ground research
D. affective theory
E. involvement research
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23. (p. 148) Before the U.S. Postal Service (USPS) adopted the
stylized eagle that appears on all labels, buildings, trucks and postal
boxes it used a sticklike mailman figure called Mr. Zip. Research
showed the eagle was a much more positive symboldenoting
ruggedness, individuality, and the American "can-do" spirit. _____
would have provided the USPS with the ability to understand the
meaning consumers give to the eagle.
A. Lifestyle research
B. Cognitive response research
C. Involvement research
D. Semiotic analysis
E. Common ground research
5-12
24. (p. 148) Some advertising and marketing people are skeptical
about the value of semiotics because they believe:
A. the meaning of an advertisement and all other forms of marketing
communication lies solely in the message
B. social scientists may read too much into advertising messages and
are overly intellectual in interpreting these messages
C. consumers interpret advertising messages in basically the same way
D. it costs too much money to conduct semiotic analysis of advertising
messages
E. culture cannot be explained by anything as simplistic as semiotics
25. (p. 148) Semiotic analysis can be helpful to marketers in

understanding how consumers perceive and interpret:
A. advertising messages
B. brand names
C. non-verbal communication used by salespeople
D. package designs
E. all of the above
5-13
26. (p. 149) An ad purchased by the Tennessee Department of Tourist

Development encouraging people to choose the state of Tennessee for
that vacation destination was published in Southern Living magazine.
The ad shows various scenic pictures of Tennessee and includes the
slogan, "Tennessee sounds good to me." In this example, Southern
Living magazine would be an example of a _____, a part of the
communication process.
A. channel
B. receiver
C. feedback mechanism
D. source
E. message transmitter
5-14
27. (p. 149) Which of the following would be an example of a channel

in the communication process?
A. the number of customers that redeemed a cents-off coupon
B. a billboard beside an interstate highway
C. the creative people who designed the new Wendy's ad
D. an ad's spokesperson
E. all of the above
28. (p. 150) Advertisements for Planter's nuts describe the nuts as a
delicious snack food for everyone. The commercials show animals
that eat nuts as part of their usual diet trying to convince humans to
share their Planter's nuts. The channel for these ads is:
A. television
B. the computer-generated animals
C. an increase in the sales of Planter's nuts
D. the can of Planter's nuts shown in the ad
E. the people in the ads
29. (p. 150) The _____ is the method or medium by which

communication travels from the source to the receiver:
A. channel
B. receiver
C. feedback mechanism
D. source
E. message transmitter
5-15
30. (p. 149) Rosa Martinez sees an ad for DKNY jeans in the copy of
Vanity Fair magazine she is reading. The ad would be considered a
_____ while Vanity Fair would be considered a _____.
A. source; message
B. channel; message
C. message; receiver
D. message; channel
E. channel; source
5-16
31. (p. 150) Which of the following is an example of a personal

channel of communication?
A. salesperson
B. newspaper
C. radio
D. magazines
E. television
32. (p. 150) Michael told Terry and Bill, and Terry told Melissa, and
Melissa told Ty, Andrew, and Beryl that the new Mexican restaurant
in town had authentically prepared Mexican dishes. This word-ofmouth took place via a(n) _____ channel of communication.
A. individualized
B. direct-response
C. nonpersonal
D. personal
E. customized
33. (p. 150) Honda broadcasts a commercial during Law & Order, a
TV program that is seen by eight million viewers. The broadcasting of
this ad takes place in a(n) _____ channel of communication.
A. individualized
B. direct-response
C. nonpersonal
D. semiotic
E. verbal
5-17
34. (p. 150) Kroger supermarkets buy an insert to go into Thursday's

Atlanta Journal-Constitution. The newspaper is read by over 100,000
people. The newspaper is a(n) example of a(n) _____ channel of
communication.
A. individualized
B. direct-response
C. nonpersonal
D. semiotic
E. verbal
5-18
35. (p. 150) Nonpersonal channels of communication include:

A. newspapers, magazines, billboards, and salespeople
B. salespeople, friends, relatives, and spokespeople
C. reference groups, sales clerks, and telemarketers
D. television, radio, newspapers, and magazines
E. television, salespeople, and radio
36. (p. 152) _____ is the process of interpreting a sender's message

into thought.
A. Decoding
B. Encoding
C. Channeling
D. Responding
E. Transmitting
37. (p. 152) When Bart heard an ad state that Kraft It's Pasta Anytime
microwave meals could be prepared in three minutes, he thought he
understood that he would find the meals in his supermarket's frozen
food aisle with other microwave meals. When he could not find the
Kraft meals, he purchased another brand. He did not understand the
Kraft meals were not frozen and that was why they cooked so quickly.
He should have looked on the supermarket aisle that contains pasta.
Bart experienced a problem with:
A. decoding
B. encoding
C. channeling
D. responding
E. transmitting
5-19
38. (p. 152) Which of the following communication processes will be

most influenced by the experiences, perceptions, attitudes and values
of the message recipient?
A. encoding
B. decoding
C. noise
D. feedback
E. transmission
5-20
39. (p. 152) The field of experience of the receiver most heavily
influences which component of the communications process?
A. encoding
B. decoding
C. message
D. feedback
E. noise
40. (p. 152) The experiences, perceptions, attitudes and values a

consumer brings to a communication situation is referred to as his or
her:
A. semiotic experiences.
B. field of experience.
C. common ground.
D. source characteristics.
E. selective perceptions.
5-21
41. (p. 152) Mentos mint candy uses an advertising campaign that
shows people solving problems by thinking outside of the boxby
taking a fresh look at a common problem. "Freshness" is the message
the ad is supposed to deliver, but if Rick and Beth Minton think the ad
is simply showing people being rude and boorish then in terms of the
communication process, the Mintons have _____ the message
improperly.
A. encoded
B. interpreted
C. decoded
D. transmitted
E. channeled
42. (p. 152) 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. decoding
B. feedback mechanisms
C. response hierarchies
D. common ground
E. fields of experience
5-22
taking a fresh look at a common problem. The advertisers think the
message the ad delivers is freshness. However, Rick and Beth Minton
think the ad is simply showing people being rude and boorish. One of
the possible explanations for these highly different perceptions of the
ads is due to an absence of:
A. interpretative links
B. feedback mechanisms
C. response hierarchies
D. common ground
E. fields of experience
44. (p. 153) Which of the following statements about ageism in

advertising is true?
A. Mature people are more likely to be shown in television than print
ads.
B. Some people believe too many mature people 60 and over are used
in advertising today.
C. Because the mean age of the population is increasing, you can
expect to see more youth-oriented advertising.
D. There have been no successful ad campaigns showing people 60
and over performing age appropriately.
E. None of the above statements about ageism in advertising is true.
See IMC Perspective 5-2.
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45. (p. 154) _____ is any unplanned distortion or interference in the

communication process.
A. Semiotics
B. Selective perception
C. Noise
D. Feedback
E. Blocking
5-24
46. (p. 154) Winston is watching a suspenseful TV program with a

group of friends. During the commercial break everyone starts
discussing the show and he cannot hear the commercials even though
he really wanted to watch the new Pepsi ad. Winston's inability to
receive the Pepsi message illustrates which element of the
communications process?
A. encoding
B. decoding
C. feedback
D. common ground
E. noise
47. (p. 154) Ronell missed the small ad for Smythe Catering in the
newspaper today because his attention was attracted by an ad for an
estate sale that was on the same page. In terms of the communication
process, the ad for the estate sale kept Ronell from seeing the ad for
the caterer and acted as:
A. an encoding hazard
B. a decoding block
C. negative feedback
D. a receptor block
E. noise
5-25
48. (p. 154) ______ is the part of the receiver's response that is
communicated back to the sender.
A. Feedback
B. Noise
C. Reciprocity
D. Encoding
E. Reception
49. (p. 154) Which of the following provides the sender of an

advertising message with a way of monitoring the effectiveness of the
message?
A. encoding mechanisms
B. decoding mechanisms
C. feedback
D. noise filters
E. the channel
5-26
50. (p. 154) An ad for The Peabody Hotel in Memphis, Tennessee, has
an 800-number people can call if they are interested in reserving
rooms at the hotel or knowing more about the hotel. One way to
determine the effectiveness of this ad is to count the number of phone
calls it receives in response to its ad. This response count is an
example of:
A. feedback
B. encoding
C. noise filtering
D. noise blocking
E. decoding
51. (p. 154) Tyra Hubbard sells beauty care products to retailers and is
making a sales presentation to the buyer at a major department store.
Which of the following would be considered a form of feedback
Hubbard might receive from the buyer?
A. the questions the buyer asks
B. nonverbal responses the buyer makes such as frowns or gestures
C. the buyer's comments on Hubbard's company and products
D. the size of the order the buyer is willing to make
E. all of the above
5-27
52. (p. 154) The element of the communications process that closes
the loop in the communications flow and allows the sender to monitor
how a message is being received and interpreted is:
A. encoding
B. decoding
C. feedback
D. reception
E. response
53. (p. 154) Instantaneous feedback on how effective a marketing

communication method is will most likely appear in:
A. personal selling situations
B. radio advertising
C. television advertising
D. direct mail advertising
E. mass communication channels
5-28
54. (p. 154) For most marketers, the ultimate form of feedback is:
A. use of reply cards
B. the communication effects
C. store visits
D. sales
E. consumer inquiries
55. (p. 154) Counts of customer visits to a store, consumer inquiries,

coupon redemption and recall of advertising are all possible forms of:
A. internal communication
B. feedback
C. noise
D. message channels
E. decoding mechanisms
56. (p. 155) Individual and group audiences, niche markets, market
segments and mass markets are all examples of:
A. different stages of the response process
B. hierarchies of effects
C. levels of audience aggregation
D. communication elements
E. nonpersonal channels of target audiences
See Figure 5-2
5-29
57. (p. 155) Which of the following products is most likely to be

promoted through personal selling?
A. Butterfinger candy bars
B. cat litter
C. light bulbs
D. real estate
E. silk flowers
5-30
58. (p. 155) When developing a communications plan, the process

should begin with:
A. determining who will be the source of the communications
B. the identification and analysis of receivers in the target audience
C. deciding what feedback level is acceptable
D. determining what media to use
E. ascertaining the type of feedback that will be accepted
59. (p. 155) The best way to reach a narrowly defined group of
customers or market niche is through:
A. television advertising and billboards
B. personal selling and targeted direct mail
C. targeted direct mail and radio advertising
D. any form of broadcast media
E. transit advertising, billboards, and ads with pithy headlines
60. (p. 155) Television advertising is used most often to communicate

with what type of target audiences?
A. niche markets
B. industrial buying centers
C. mass audiences
D. resellers
E. purchasing agents
5-31
61. (p. 156) The AIDA model is often used to represent what ideally
happens during:
A. personal selling
B. the decoding of direct marketing advertising pieces
C. mass marketing
D. sales promotions
E. the introduction of innovative new consumer products
5-32
62. (p. 156) Inez and Troy were just strolling through the mall when
they saw a mattress with adjustable levels of firmness in a store
window. Once they became aware such a product existed, they were
eager to talk to a salesperson and learn more about the mattresses.
After talking to the salesperson for thirty minutes, Inez and Troy
realized they wanted to own one. They used their credit card to order a
mattress and to pay for its delivery to their home. In terms of the
models of response process, Inez and Troy have just gone through the
stages in the _____ model.
A. AIDA
B. hierarchy of effects
C. innovation-adoption
D. adoption response
E. diffusion rate
63. (p. 156) The hierarchical model representing the stages a

salesperson must take a customer through in the personal selling
process is the _____ model.
A. AIDA
B. hierarchy of results
C. diffusion rate
D. innovation-adoption
E. information processing
5-33
64. (p. 156) The _____ model is a response model that was developed
for setting and measuring advertising objectives. A basic premise of
this model is that advertising effects occur over a period of time.
A. AIDA
B. hierarchy of effects
D. adoption response
E. diffusion rate
5-34
65. (p. 156) The _____ model, the best known of the response
hierarchies, shows the process by which advertising works. The
premise of this model is that advertising effects occur over a period of
time.
A. diffusion rate
B. objective-task
D. hierarchy of effects
E. adoption objective
66. (p. 155) Which of the following response hierarchy models depicts
consumers as going through the stages of awareness interest
evaluation trial adoption?
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
See also Figure 5-3.
5-35
67. (p. 155) Which of the following response hierarchy models depicts
consumers as going through the stages of attention comprehension
yielding retention behavior?
A. the AIDA model
C. the innovation adoption model
E. the integrated information response model
5-36
68. (p. 155) Which of the following response hierarchy models

includes a cognitive stage?
A. the AIDA model
C. the innovation-adoption model
E. all of the above
See Figure 5-3.
69. (p. 157) Which of the following hierarchical response models

views the receiver of a persuasive communication as a problem
solver?
A. the AIDA model
B. the hierarchy of effects models
C. the innovation-adoption model
E. the 5-Ws model
5-37
70. (p. 155) In 2004, Delta Airlines was the first major airline to
charge passengers for brand name snacks and meals. The _____
model would have been most relevant to communicating this change.
A. hierarchy of effects
B. AIDA
D. cognitive response
E. information processing
5-38
71. (p. 155) 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.
A. hierarchy of effects model
B. AIDA model
C. innovation-adoption model
D. cognitive response model
E. information processing model
72. (p. 157) Nike conducts a marketing research study and finds the
majority of consumers recall the company's "Just do it" ad slogan.
Nike can safely assume:
A. consumers are aware of Nike's advertising
B. consumers have favorable attitudes toward Nike
C. consumers understand the advertising message Nike is trying to
communicate
D. consumers will probably buy Nike athletic shoes
E. all of the above
5-39
73. (p. 157) Which of the following statements describes how the
traditional hierarchy of effects model can be used as a measure for
advertising effectiveness?
A. Consumers must pass through each stage before making a
purchase.
B. Awareness and recall are the most important measures of ad
effectiveness.
C. The stages of the hierarchy offer useful intermediate measures of
advertising effectiveness.
D. The hierarchy is not useful because sales are the only appropriate
goal of advertising.
E. Time is not a situational factor when using this model to measure
ad effectiveness.
74. (p. 157) 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. subliminal
E. conative
5-40
75. (p. 157) Trial, purchase, adoption, and rejection 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. motivational
E. learning
76. (p. 158) Interest, liking, preference, evaluation and yielding 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. learning
77. (p. 159) According to the _____, the consumer is an active

participant in the communication process and gathers information
through active learning.
A. standard learning hierarchy
B. low-involvement hierarchy
C. dissonance/attribution model
D. peripheral processing model
E. maximum likelihood model
5-41
78. (p. 159) According to the standard learning model, the consumer
passes through which of the following response sequences during the
decision making process?
A. learn feel do
B. learn do feel
C. feel learn do
D. do feel learn
E. do learn feel
5-42
79. (p. 159) For which of the following products would an advertiser
be more likely to use the standard learning model to explain the
consumer decision-making process?
A. bar of soap
B. pickup truck
C. garden rake
D. bag of cement
E. computer disks
80. (p. 159) The _____ model explains the decision-making process
when a consumer buys a high-involvement product for which there is
a high amount of differentiation among brands.
A. standard learning
B. dissonance/attribution
C. low-involvement
E. 5-Ws
81. (p. 159) The _____ model involves selective learning, whereby the
consumer seeks information that supports the purchase choices made
and avoids information that would raise doubts about the decision.
C. low-involvement
E. 5-Ws
5-43
82. (p. 159) Graduate schools that offer MBAs are typically rated
annually by business publications. Oftentimes when an MBA program
rates high on a list, the information is publicized. If the purpose of the
communication is to make sure current students know they have made
the right choice and are attending a prestigious institution, then the
_____ model would be correct.
C. low-involvement
E. 5-Ws
5-44
83. (p. 160) According to the dissonance/attribution model, the

consumer passes through which of the following response sequences
during the decision making process?
A. learn feel do
B. learn do feel
C. feel learn do
D. do feel learn
E. do learn feel
84. (p. 160) According to the _____ model, the major impact of the
mass media occurs after the purchase is made.
A. low-involvement
B. standard learning
C. dissonance/attribution
E. elaboration likelihood
85. (p. 161) According to the _____ hierarchy, advertisers of products

like light bulbs, ketchup, computer paper, nail clippers, and other
items bought without a lot of thought need to use a heavy repetition
strategy.
A. three-orders response
B. standard learning
C. dissonance-attribution
D. low-involvement
E. high involvement
5-45
86. (p. 161) 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-freezer combination
D. yard landscaping
E. wedding dress
5-46
87. (p. 161) According to the low-involvement hierarchy, the

consumer passes through which response sequence during the
purchase decision making process?
A. learn feel do
B. learn do feel
C. do feel learn
D. feel learn do
E. do learn feel
88. (p. 161) Which response hierarchy views the consumer as

engaging in passive learning and random information catching?
B. low-involvement
D. habit formation
E. informative processing
89. (p. 161) The repeated use of the "Got milk" slogan by America's
Dairy and Milk Processors in their ads can most readily be justified by
the _____ hierarchy.
B. low-involvement
D. habit formation
E. informative processing
5-47
90. (p. 161) Marketers trying to sell _____ will find the use of a
catchy jingle or ad slogan to be most effective.
A. products characterized by a low-involvement response hierarchy
B. products characterized by high-involvement response hierarchy
C. consumer durables that require detailed information
D. services where differentiation is important
E. products to the business-to-business market
5-48
91. (p. 163) Marketers of _____ often must communicate with

passive, uninterested consumers who may focus more on non-message
elements such as music, slogans, and jingles than on message content.
A. employment services
B. ketchup, mustard, margarine, and soy sauce
C. personal computers
D. x-ray machines, road building equipment, and walk-in refrigeration
units
E. business-to-business services such as advertising agencies
92. (p. 163) Advertisers of products characterized by low levels of

involvement might consider using _____ in designing their advertising
strategy.
A. heavy repetition of simple product claims
B. catchy slogans
C. attention-attracting gimmicks
D. visual image personalities
E. all of the above
93. (p. 163) Geico's gecko, the Green Giant, and the AFLAC duck are
examples of:
A. visual image personalities
B. affective characters
C. selectively remembered personalities
D. high-involvement advertising appeals
E. cognitively processed characters
5-49
94. (p. 163) Visual image personalities:

A. are typically used with complex products that require highinvolvement
B. appear in ads for low-involvement products
C. require central route processing to be effective
D. typically shorten the cognitive stage of the consumer decisionmaking process
E. are used when consumers must go through all stages of AIDA
before making a purchase
5-50
95. (p. 153) The various models of the ways consumers respond to
advertising and other forms of marketing communication show that:
A. consumers are generally highly involved in the response process
and engage in active information processing
B. consumers never make purchase decisions based on a general
awareness resulting from repetitive exposure to advertising
C. the notion of a highly involved consumer who engages in active
information processing and acts on the basis of higher-order beliefs
and well-formed attitudes is appropriate for all purchase situations
D. at no time can consumers develop brand preferences primarily on
the basis of their direct experiences with a product
E. none of the above is true
96. (p. 163) Although there is no single precise definition of consumer

involvement, most conceptualizations of it focus on:
A. consumer wants
B. consumer motives
C. personal goals
D. personal relevance
E. communications integration
5-51
97. (p. 164) Which of the following is an example of an antecedent

variable that would influence a consumer's level of involvement in a
purchase?
A. personal needs
B. consumer's interest in the product
C. the occasion for which the product is being purchased
D. the degree of difference between various brands of the product
E. all of the above
5-52
98. (p. 164) Which of the following is NOT a strategy associated with
the FCB planning grid?
A. dissonance strategy
B. self-satisfaction strategy
C. habit formation strategy
D. affective strategy
E. informative strategy
99. (p. 164) The Foote, Cone & Belding grid is based on the
dimensions of _____ and high- versus low-involvement.
A. dissonance versus attribution
B. rational versus irrational thought
C. thinking versus feeling processing
D. affect versus dissonance
E. selective versus passive learning
5-53
100. (p. 164) According to the FCB model, the _____ strategy is for
highly involving products where rational thinking and economic
considerations prevail.
A. habitual
B. informative
C. affective
D. satisfaction
E. dissonance reduction
5-54
101. (p. 164) According to the FCB planning model, for which of the
following products would an affective strategy be most appropriate?
A. storm windows
B. bag of cat litter
C. can of Planter's peanuts
D. a hall table
E. cosmetics
102. (p. 164) According to the FCB planning model, a package goods
company might want to send out free samples to generate trial and
follow this with discount coupons to encourage repeat purchase when
using a(n) _____ strategy.
A. informative
B. affective
C. habit formation
D. self-satisfaction
E. counter arguing
5-55
103. (p. 165) _____ are thoughts that occur to a consumer when
reading, viewing, and/or hearing a communication.
A. Cognitive responses
B. Affective responses
C. Selective impressions
D. Elaborations
E. Conative impressions
5-56
104. (p. 165) Kenya was asked to look at a television ad for a movie
that was going to be released in December. She was then asked her
reactions to the adDid it make her want to see the movie? Did the
title seem appropriate? Did she feel that she understood the subject of
the movie? As a result of using _____, it was determined that the
communication created the appropriate reactions.
A. cognitive responses
B. affective responses
C. selective impressions
D. elaborations
E. conative impressions
105. (p. 166) When Johann saw the television ad advising him to mark
on his calendar when the latest of Survivor series would start, he was
appalled that the network would provide such trite and derivative
programming. Johann's response to the ad for the reality program
would be an example of:
A. counter arguing
B. support arguing
C. source bolstering
D. negative dissonance
E. source blockage
5-57
106. (p. 166) Tia saw a television commercial that said a specific
brand of pain reliever was much more effective than the brand she had
used and trusted for the last twenty years. As a result of this
commercial, Tia is likely to engage in:
A. counter arguing
B. support arguing
C. source bolstering
D. negative dissonance
E. source blockage
5-58
107. (p. 166) The ad for Jergens lotion indicated it has both beta
hydroxy to defoliate dry skin and alpha hydroxy to moisturize skin.
Someone who knew something about these additives work might
respond to the ad by thinking, "Those fancy-sounding ingredients
won't help my skin. It's too dry for some over-the-counter lotion to
soften it." The individual's response to the ad's copy would be an
example of a:
A. negative ad execution thought
B. source derogation
C. support argument
D. counterargument
E. positive execution thought
108. (p. 166) The ad for Jergens lotion indicated it has both beta
hydroxy to defoliate dry skin and alpha hydroxy to moisturize skin.
Someone who knew something about these additives work might
respond to the ad by thinking, "If it has both those ingredients, it must
be really good for my skin. I'm going to buy a bottle." The individual's
response to the ad's copy would be an example of a:
C. support argument
D. counterargument
5-59
109. (p. 166) When Harrison saw the television ad advising him to
mark on his calendar when the latest of Survivor series would start, he
actually did make a mental note of the starting day because he had
enjoyed the previous Survivor shows so much. Harrison's response to
the communication was an example of a:
C. support argument
D. counterargument
5-60
110. (p. 166) Kasey hears a radio commercial for a weight loss
program involving hypnosis that claims an individual can lose weight
through its program. Kasey thinks to himself, "Yep, it sure does work.
I wouldn't have been able to lose thirty pounds without it." This
thought would be an example of a:
A. source derogation
B. source bolster
C. counterargument
D. support argument
E. ad executive thought
taking a fresh look at a common problem. "Freshness" is the message
the ad is supposed to deliver. When Rick and Beth Minton saw the ad,
Rick said to Beth, "That ad is simply showing people being rewarded
for being rude and boorish. How could any company think that sort of
ad would appeal to decent people?" Rick's comment about the ad
source represents a:
C. support argument
D. counter argument
5-61
112. (p. 166) Negative thoughts about a spokesperson in an ad are

called:
A. source derogations
B. counterarguments
C. source bolsters
D. source blockages
E. message blockages
5-62
113. (p. 166) Florence is watching television and sees a commercial in

which Sarah Jessica Parker is endorsing a hair care product. Florence
thinks to herself, "That girl is was that scandalous show, Sex in the
City. 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
114. (p. 166) Sometimes when celebrities are convicted in drugrelated cases, part of the sentencing is to perform community service
by speaking to students about the evils of drug usage. Some people
have questioned the value of this form of community service because
it could glamorize the use of drugs. The ill feelings some people have
towards celebrities in these types of programs can create:
B. counterargument
C. source bolster
D. source blockage
E. message blockage
5-63
115. (p. 166) Most advertisers attempt to hire spokespeople their

target audience likes so as to generate _____ for the message.
B. counterargument
C. source bolster
D. source blockage
E. message synergy
116. (p. 166) A company that wanted to make use a source bolster
could:
A. create a rational message
B. hire a popular celebrity to serve as a spokesperson
C. use non-traditional channels
D. eliminate noise from the communication process
E. encode without consideration for the target audience's field of
reference
5-64
117. (p. 166) Of the categories of cognitive responses discussed in the

text, which is most likely to predict a viewer's attitude toward the ad?
A. product/message thoughts
B. source-oriented thoughts
C. ad execution-related thoughts
D. brand attitudes
E. purchase intention thoughts
118. (p. 166) Which category of cognitive responses includes a

message recipient's reactions to factors such as the creativity of an ad,
the quality of the visual effects, colors, voice tones, and the like?
A. counterarguments
B. support arguments
C. source derogations
D. ad execution-related thoughts
E. attitude toward the brand
119. (p. 167) ____ is a term used to describe a message receiver's

feelings of favorability or unfavorability toward an advertisement.
A. Brand attitude
B. Purchase intent
C. Attitude toward the ad
D. Counterargument
E. Source derogation
5-65
120. (p. 167) The _____ is a model that addresses the differences in
the ways consumers respond to persuasive messages.
A. elaboration likelihood model (ELM)
B. 5-W's model of communication
C. AIDA model
D. information processing model
E. cognitive response model
5-66
121. (p. 168) Studies show sex and nudity increase viewers' attention
but:
A. do not assist marketers in overcoming consumer resistance
B. damage dramatic positioning of niche market products
C. push channel marketing promotion better than pulling systematic
results
D. should not be used for innovative and award-winning advertorials
E. may distract from consumers attending to the ad message
122. (p. 168) The "vampire effect" described in "Do Men and Women
Process Sexy Ads Differently" refers to the conclusion that:
A. sexual imagery can be used to sell both sex-related and everyday
consumer products
B. buzz marketing works when combined with sexual imagery
C. bloody images are effective stimuli for marketing of a wide variety
of products
D. strong sexual imagery sucks up the attention that would have been
spent on the ad
E. marketers need to carefully choose celebrity spokespeople to avoid
being associated with vampire imagery
5-67
123. (p. 169) The elaboration likelihood model (ELM) was developed
to explain the process by which persuasive communications
influence:
A. dissonance formation
B. attributions
C. beliefs
D. attitudes
E. group norms
5-68
124. (p. 169) The elaboration likelihood model (ELM) indicates that
the willingness to process an ad is a function of two elements. They
are the _____ to process the message.
A. encoding and decoding abilities
B. motivation and ability
C. knowledge and technical skills
D. attitude and linguistics skills
E. verbal and nonverbal skills
125. (p. 169) Ned is planning on buying a new computer. He carefully

studied the contents of an ad describing the superiority of Dell
computers and scrutinized how the advertising message argued in
favor of Dell's superiority. According to the ELM, Ned is engaging in
what type of message processing?
A. support arguing
B. central processing
C. peripheral processing
D. source bolstering
E. comparative analysis
5-69
126. (p. 169) 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. lacking the motivation to process a message
B. having a low level of involvement and relying on imagery
processing
C. a very active and involved participant in the communications
process
D. having low ability to attend to and comprehend a message
E. unlikely to engage in detailed cognitive processing
127. (p. 169) 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
5-70
128. (p. 169) The elaboration likelihood model (ELM) states that there
are two basic routes to persuasion, the central route and the peripheral
route. With the peripheral route to persuasion,:
A. the message will be more likely received if a celebrity endorser is
used
B. the message should contain a lot of information
C. the receiver is viewed as very actively involved in the
communication process
D. the quality of the message claims are more important than the
spokesperson, headline, pictures, or music bed
E. the sender is dealing with a high-involvement buying situation
129. (p. 167) Trevor is watching a late night TV show when a lowbudget commercial for a local restaurant comes on the air. He is
turned off by the poor quality of the commercial and immediately
tunes out the message without processing any of the information.
Trevor is engaging in what type of message processing?
A. support arguing
B. central processing
C. peripheral processing
D. source bolstering
E. source blocking
5-71
130. (p. 169) According to the elaboration likelihood model (ELM),

an advertiser who wants to reach a receiver through a peripheral route
to persuasion could use:
A. old 1960s music that is recognized by all baby boomers
B. football stars as spokespeople
C. images of the Vietnam War
D. psychedelic colors
E. any of the above
5-72
131. (p. 171) Research on the elaboration likelihood model (ELM) has
shown that:
A. celebrities are effective peripheral cues in a high-involvement
situation
B. celebrities are effective peripheral cues in a low-involvement
situation
C. the quality of message arguments is likely to be very important in a
low-involvement situation
D. the quality of the message claims is always less likely to be
persuasive than the status of the celebrity endorser
E. peripheral cues are more important than detailed messages in highinvolvement situations
132. (p. 171) Gillette believes commercials for deodorants are

processed primarily through a peripheral processing route. This might
explain why the company would use which of the following
advertising strategies?
A. very detailed ads with a great deal of information about the causes
of body odor
B. detailed ads with strong message arguments about Gillette brands
C. ads that use celebrity endorsers such as basketball star Lebron
James
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
5-73

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Chapter 05 - The Communication Process

2. (p. 144) Marketers use a variety of alternative communications

Chapter 05 - The Communication Process

Chapter 05 - The Communication Process

4. (p. 145) _____ is defined as the passing of information, the

5. (p. 145) Which of the following statements about effective

Chapter 05 - The Communication Process

6. (p. 145) Successful communication depends on

7. (p. 145-146) Which of the following is NOT a controllable variable

Chapter 05 - The Communication Process

8. (p. 145-146) Which of the following is NOT a basic element of the

9. (p. 147) Communication problems in international marketing

10. (p. 148) Putting thoughts, ideas or information together in

Chapter 05 - The Communication Process

11. (p. 148) An ad purchased by the Tennessee Department of Tourist

Chapter 05 - The Communication Process

Chapter 05 - The Communication Process

15. (p. 148) The source or sender of an advertising communication:

Chapter 05 - The Communication Process

16. (p. 148) When marketers develop an advertising message, one of

Chapter 05 - The Communication Process

18. (p. 148) Which of the following would be an example of an

19. (p. 148) Which of the following statements about an advertising

Chapter 05 - The Communication Process

Chapter 05 - The Communication Process

Chapter 05 - The Communication Process

25. (p. 148) Semiotic analysis can be helpful to marketers in

Chapter 05 - The Communication Process

26. (p. 149) An ad purchased by the Tennessee Department of Tourist

Chapter 05 - The Communication Process

27. (p. 149) Which of the following would be an example of a channel

29. (p. 150) The _____ is the method or medium by which

Chapter 05 - The Communication Process

Chapter 05 - The Communication Process

31. (p. 150) Which of the following is an example of a personal

Chapter 05 - The Communication Process

34. (p. 150) Kroger supermarkets buy an insert to go into Thursday's

Chapter 05 - The Communication Process

35. (p. 150) Nonpersonal channels of communication include:

36. (p. 152) _____ is the process of interpreting a sender's message

Chapter 05 - The Communication Process

38. (p. 152) Which of the following communication processes will be

Chapter 05 - The Communication Process

40. (p. 152) The experiences, perceptions, attitudes and values a

Chapter 05 - The Communication Process

Chapter 05 - The Communication Process

44. (p. 153) Which of the following statements about ageism in

Chapter 05 - The Communication Process

45. (p. 154) _____ is any unplanned distortion or interference in the

Chapter 05 - The Communication Process

46. (p. 154) Winston is watching a suspenseful TV program with a

Chapter 05 - The Communication Process

49. (p. 154) Which of the following provides the sender of an

Chapter 05 - The Communication Process

Chapter 05 - The Communication Process

53. (p. 154) Instantaneous feedback on how effective a marketing

Chapter 05 - The Communication Process

55. (p. 154) Counts of customer visits to a store, consumer inquiries,

Chapter 05 - The Communication Process

57. (p. 155) Which of the following products is most likely to be

Chapter 05 - The Communication Process

58. (p. 155) When developing a communications plan, the process

60. (p. 155) Television advertising is used most often to communicate

Chapter 05 - The Communication Process