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| 1 | |
The Louisiana-raised mother offered to carry her car on the field trip meant she would drive if an extra vehicle was needed, but some of the Iowan room mothers she was talking to did not understand what the Louisiana mother meant. This example illustrates one of the major barriers to effective communication, which is: |
| | A) | ethnographic relationships |
| | B) | semiotic symbolism |
| | C) | cultural symbolism |
| | D) | language differences |
| | E) | none of the above |
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| 2 | |
An ad appeared for Nitro Duck paint ball sports accessories in Paintball Sports International magazine. The ad provided information about Nitro Duck's products, news on products currently in development, and ways that the use of Nitro Duck accessories would improve tournament play. In terms of the communication process, the source of the communication is: |
| | A) | the person reading the ad |
| | B) | Nitro Duck |
| | C) | the magazine editor |
| | D) | Paintball Sports International magazine |
| | E) | the advertising agency that created the ad |
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| 3 | |
From a semiotic perspective, every marketing message has three basic components. They are: |
| | A) | an object, a sign or symbol, and an interpretant |
| | B) | a symbol, a valence, and a motivator |
| | C) | a strength, a weakness, and an interpretant |
| | D) | an object, a correlation, and an interpolator |
| | E) | a strength, an object, and a motivator |
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| 4 | |
When Maria looked at the Nitro Duck ad in Paintball Sports International magazine, she did not understand why someone playing paintball would need a power booster, a sticky grip, or three different grades of paint. Her inability to understand the advertising message indicates a problem with: |
| | A) | encoding |
| | B) | sending |
| | C) | perception |
| | D) | channeling |
| | E) | decoding |
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| 5 | |
The stages in the AIDA model are: |
| | A) | attention, interpretation, diagnosis, and absorption |
| | B) | awareness, interest, diagnosis, and action |
| | C) | attention, interest, desire, and action |
| | D) | attentiveness, intent, desire, and action |
| | E) | awareness, intent, demand, and absorption |
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| 6 | |
The _____ is a hierarchy model that assumes the receiver in a persuasive communication situation like advertising is an information processor or problem solver. |
| | A) | information processing model |
| | B) | hierarchy of effects model |
| | C) | AIDA model |
| | D) | innovation processing model |
| | E) | innovation adoption model |
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| 7 | |
In which of the following situations would consumers most likely pass through a low-involvement hierarchy? |
| | A) | selecting bridesmaids' dresses |
| | B) | refilling the car with gas |
| | C) | buying a funeral monument |
| | D) | renting an apartment |
| | E) | choosing a mother-in-law's birthday gift |
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| 8 | |
According to the Foote, Cone & Belding (FCB) grid, for which of the following would a habit formation strategy be feasible? |
| | A) | bridesmaids' dresses |
| | B) | gasoline for the car |
| | C) | a funeral monument |
| | D) | a chocolate candy bar |
| | E) | a mother-in-law's birthday gift |
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| 9 | |
When Jake saw the ad for the reality television show Who's the Hottest?, he thought it was a great idea. Melanie saw the same ad and thought, "How disgusting." Jake's response was an example of a(n) _____, and Melanie's response was an example of a(n) _____ |
| | A) | intuitive agreement; support argument |
| | B) | source derogation; counterargument |
| | C) | counterargument; intuitive agreement |
| | D) | support argument; intuitive agreement |
| | E) | support argument; counterargument |
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| 10 | |
Fans of major league baseball would more than likely react favorably to a deodorant ad featuring the 2005 most valuable player (MVP) from the annual baseball All Star game. This baseball player would be an example of a(n): |
| | A) | source derogator |
| | B) | channel barrier |
| | C) | response cue |
| | D) | source bolster |
| | E) | channel augmentation |
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| 11 | |
The _____ of persuasion addresses differences in the way consumers process and respond to persuasive messages. |
| | A) | FCB planning model |
| | B) | innovation adoption model |
| | C) | elaboration likelihood model |
| | D) | AIDA model |
| | E) | dissonance/attribution model |
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| 12 | |
Which of the following statements about the elaboration likelihood model (ELM) of persuasion is true? |
| | A) | The ELM suggests the most effective type of message depends on the length of the message. |
| | B) | For each message, consumers only use one cognitive shortcut. |
| | C) | If the involvement level of the audience level is low, peripheral cues should be used. |
| | D) | Repetitive advertising prevents rejection of message with peripheral cues. |
| | E) | All of the above statements about the ELM are true. |
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