How Marketing Communication Works

1. How Marketing Communication Works

2. In the mass communication model, a message is presented through _____. • bandwagon appeals • channels of communication • two-way communication • the hierarchy of communication

3. In the mass communication model, a message is presented through _____. • bandwagon appeals • channels of communication • two-way communication • the hierarchy of communication According to the mass communication model, a message is presented through channels of communication, such as TV, radio, and newspapers.

4. Mass communication is traditionally seen as a _____. • one-way communication process • two-way communication process • bottom-up communication process • horizontal communication process

5. Mass communication is traditionally seen as a _____. • one-way communication process • two-way communication process • bottom-up communication process • 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.

6. _____ is enabling the use of more interactive marketing communication. • Top-down messaging • Permission based marketing • Selective consumer involvement • Relational media implementation

7. _____ is enabling the use of more interactive marketing communication. • Top-down messaging • Permission based marketing • Selective consumer involvement • Relational media implementation The growth of permission based marketing mirrors the shift from one-way to two-way communication.

8. The most commonly used explanation of how advertising works is the _____. • PDQ model • IMHO model • AIDA model • ASAP model

9. The most commonly used explanation of how advertising works is the _____. • PDQ model • IMHO model • AIDA model • 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.

10. _____ proposes that effective advertising creates six consumer responses. • The AIDA Model • The Input-Output Schema • The Think-Feel-Do Model • The Facets Model of Effects

11. _____ proposes that effective advertising creates six consumer responses. • The AIDA Model • The Input-Output Schema • The Think-Feel-Do Model • 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.

12. The Facets Model asserts that a consumer’s response to advertising begins with _____. • cognition • perception • behavior • association

13. The Facets Model asserts that a consumer’s response to advertising begins with _____. • cognition • perception • behavior • association According to The Facets Model of Effects, perception is where a consumer’s response to an advertisement begins.

14. _____ involves receiving information via our five senses and assigning meaning to it. • Cognition • Recognition • Awareness • Perception

15. _____ involves receiving information via our five senses and assigning meaning to it. • Cognition • Recognition • Awareness • Perception During the process of perception, we receive information through our five senses and assign meaning to it.

16. All of the following except _____ are key factors which drive perception. • exposure • narration • relevance • recognition

17. All of the following except _____ are key factors which drive perception. • exposure • narration • relevance • recognition The key factors driving perception are exposure, selection and attention, interest, relevance, curiosity, awareness, and recognition.

18. The Facets Model asserts that _____ does not drive an emotional/affective response. • motivation • excitement • resonance • wants and desires

19. The Facets Model asserts that _____ does not drive an emotional/affective response. • motivation • excitement • resonance • wants and desires The key factors that drive an emotional/affective response from consumers are wants and desires, excitement, feelings, liking, and resonance.

20. The term “cognition” refers to how consumers _____. • search for information • respond to information • learn and understand something • all of the above

21. The term “cognition” refers to how consumers _____. • search for information • respond to information • learn and understand something • All of the above Cognition refers to how consumers search for and respond to information, as well as how they learn and understand something.

22. _____ is the primary tool used in brand communication. • Acclimation • Association • Allocation • Affirmation

23. _____ is the primary tool used in brand communication. • Acclimation • Association • Allocation • Affirmation Association is the technique of communicating through symbolism. As such, it is the primary tool used in brand communication.

24. _____ is not one of the factors that drive the Association Response. • Engagement • Symbolism • Transformation • Conditioned learning

25. _____ is not one of the factors that drive the Association Response. • Engagement • Symbolism • Transformation • Conditioned learning The factors that drive the Association Response include symbolism, conditioned learning, and transformation.

26. _____ is an important goal of most marketing communication. • Selective communication • Inspirational communication • Persuasive communication • Transformational communication

27. _____ is an important goal of most marketing communication. • Selective communication • Inspirational communication • Persuasive communication • Transformational communication Persuasive communication (creating or changing attitudes and creating conviction) is an important goal of most marketing communication.

28. The Persuasion Response is driven by all of the following factors except _____. • metaphors • motivation • involvement • conviction

29. The Persuasion Response is driven by all of the following factors except _____. • metaphors • motivation • involvement • conviction Persuasion affects consumers through motivation, influence, involvement, engagement, conviction, loyalty, preference and intention, and believability and credibility.

30. The factors that drive the Behavioral Response of consumers include _____. • contacting • mental rehearsal • advocating and referrals • All of the above

31. The factors that drive the Behavioral Response of consumers include _____. • contacting • mental rehearsal • advocating and referrals • All of the above Factors that drive a behavioral response to marketing communication include mental rehearsal, trial, contacting, buying, advocating and referrals, and prevention.