How Marketing Communication Works

Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 4 - 1

How Marketing Communication Works

How Marketing Communication Works


In the mass communication model, a message is presented through

_____.

1. bandwagon appeals

2. channels of communication

3. two-way communication

4. the hierarchy of communication


In the mass communication model, a message is presented through

_____.

1. bandwagon appeals

2. channels of communication

3. two-way communication

4. the hierarchy of communication

According to the mass communication model, a message is presented through channels of communication, such as TV, radio, and newspapers.

Mass communication is traditionally

seen as a _____.

1. one-way communication process

2. two-way communication process

3. bottom-up communication process

4. horizontal communication process


Mass communication is traditionally

seen as a _____.

1. one-way communication process

2. two-way communication process

3. bottom-up communication process

4. horizontal communication process


Traditional mass communication is a one-way process, with a message moving from a source to the receiver—e.g., from an advertiser to a target audience.

1. Top-down messaging

2. Permission based marketing

3. Selective consumer involvement

4. Relational media implementation

_____ is enabling the use of more interactive marketing

communication.


_____ is enabling the use of more interactive marketing

communication.

1. Top-down messaging

2. Permission based marketing

3. Selective consumer involvement

4. Relational media implementation


The growth of permission based marketing mirrors the shift from one-way to two-way communication.

The most commonly used explanation of how advertising

works is the _____.

1. PDQ model

2. IMHO model

3. AIDA model

4. ASAP model


The most commonly used explanation of how advertising

works is the _____.

1. PDQ model

2. IMHO model

3. AIDA model

4. ASAP model


The most commonly used explanation of how advertising works is referred to at the AIDA model, which stands for attention, interest, desire, and action.

_____ proposes that effective advertising creates six consumer

responses.

1. The AIDA Model

2. The Input-Output Schema

3. The Think-Feel-Do Model

4. The Facets Model of Effects


_____ proposes that effective advertising creates six consumer

responses.

1. The AIDA Model

2. The Input-Output Schema

3. The Think-Feel-Do Model

4. The Facets Model of Effects


The Facets Model of Effects states that consumers respond to advertising in six ways: see/hear, feel, think/understand, connect, believe, and act/do.

The Facets Model asserts that a consumer’s response to

advertising begins with _____.

1. cognition

2. perception

3. behavior

4. association


The Facets Model asserts that a consumer’s response to

advertising begins with _____.

1. cognition

2. perception

3. behavior

4. association


According to The Facets Model of Effects, perception is where a consumer’s response to an advertisement begins.

_____ involves receiving information via our five senses and assigning meaning to it.

1. Cognition

2. Recognition

3. Awareness

4. Perception


_____ involves receiving information via our five senses and assigning meaning to it.

1. Cognition

2. Recognition

3. Awareness

4. Perception


During the process of perception, we receive information through our five senses and assign meaning to it.

All of the following except _____ are

key factors which drive perception.

1. exposure

2. narration

3. relevance

4. recognition


All of the following except _____ are

key factors which drive perception.

1. exposure

2. narration

3. relevance

4. recognition


The key factors driving perception are exposure, selection and attention, interest, relevance, curiosity, awareness, and recognition.

The Facets Model asserts that _____ does not drive an

emotional/affective response.

1. motivation

2. excitement

3. resonance

4. wants and desires


The Facets Model asserts that _____ does not drive an

emotional/affective response.

1. motivation

2. excitement

3. resonance

4. wants and desires


The key factors that drive an emotional/affective response from consumers are wants and desires, excitement, feelings, liking, and resonance.

The term “cognition” refers to how consumers _____.

1. search for information

2. respond to information

3. learn and understand something

4. all of the above


The term “cognition” refers to how consumers _____.

1. search for information

2. respond to information

3. learn and understand something

4. All of the above


Cognition refers to how consumers search for and respond to information, as well as how they learn and understand something.

_____ is the primary tool used in brand communication.

1. Acclimation

2. Association

3. Allocation

4. Affirmation


_____ is the primary tool used in brand communication.

1. Acclimation

2. Association

3. Allocation

4. Affirmation


Association is the technique of communicating through symbolism. As such, it is the primary tool used in brand communication.

_____ is not one of the factors that

drive the Association Response.

1. Engagement

2. Symbolism

3. Transformation

4. Conditioned learning


1. Engagement

2. Symbolism

3. Transformation

4. Conditioned learning

_____ is not one of the factors that

drive the Association Response.


The factors that drive the Association Response include symbolism, conditioned learning, and transformation.

_____ is an important goal of most marketing communication.

1. Selective communication

2. Inspirational communication

3. Persuasive communication

4. Transformational communication


_____ is an important goal of most marketing communication.

1. Selective communication

2. Inspirational communication

3. Persuasive communication

4. Transformational communication


Persuasive communication (creating or changing attitudes and creating conviction) is an important goal of most marketing communication.

The Persuasion Response is driven by all

of the following factors except _____.

1. metaphors

2. motivation

3. involvement

4. conviction


1. metaphors

2. motivation

3. involvement

4. conviction

The Persuasion Response is driven by all

of the following factors except _____.


Persuasion affects consumers through motivation, influence, involvement, engagement, conviction, loyalty, preference and intention, and believability and credibility.

The factors that drive the Behavioral Response of consumers

include _____.

1. contacting

2. mental rehearsal

3. advocating and referrals

4. All of the above


The factors that drive the Behavioral Response of consumers

include _____.

1. contacting

2. mental rehearsal

3. advocating and referrals

4. All of the above


Factors that drive a behavioral response to marketing communication include mental rehearsal, trial, contacting, buying, advocating and referrals, and prevention.

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How Marketing Communication Works