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| 1 | |
Beth, a Louisiana-raised mother, offered to carry her car on a field trip, which meant that she would drive if an extra vehicle was needed. Laura, an Iowan mother that she was talking to, did not understand what Beth meant. This major barrier to effective communication is an example of: |
| | A) | ethnographic relationships. |
| | B) | semiotic symbolism. |
| | C) | cultural symbolism. |
| | D) | subcultural 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 | |
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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| 4 | |
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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| 5 | |
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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| 6 | |
According to the Foote, Cone and Belding (FCB) grid, for which of the following would a habit formation strategy be feasible? |
| | A) | bridesmaids' dresses |
| | B) | renting an apartment |
| | C) | a funeral monument |
| | D) | a laundry detergent |
| | E) | a mother-in-law's birthday gift |
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| 7 | |
When Jake saw the ad for the reality television show American Idol, 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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| 8 | |
Fans of major league baseball would more than likely react favorably to a deodorant ad featuring the 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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| 9 | |
The _____ model of persuasion addresses differences in the way consumers process and respond to persuasive messages. |
| | A) | FCB planning |
| | B) | innovation adoption |
| | C) | elaboration likelihood |
| | D) | AIDA |
| | E) | dissonance/attribution |
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| 10 | |
Which of the following statements is true about the elaboration likelihood model (ELM) of persuasion? |
| | A) | It suggests that 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) | Peripheral cues can never lead to rejection of message. |
| | E) | When involvement level of audience is low, celebrity endorsements should be avoided. |
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