Ch 5

Question 1

Differences in dialects spoken in a country can be a major barrier to effective communication of an advertiser’s message.

Answer 1

true

Question 2

The source of a communication is the person or organization that has information to share with another person or group of people.

Answer 2

true

Question 3

Nonpersonal channels are generally referred to as the mass media.

Answer 3

true

Question 4

In the standard learning hierarchy, a consumer is viewed as a passive participant in a communication process.

Answer 4

false

Question 5

When they are in a “passive” shopping mode, the information and advice consumers need to make a purchase comes to them unsolicited, such as a comment on a social media site; an ad seen on a TV show, in a magazine, or on a website; or by observing someone using a product or service.

Answer 5

true

Question 6

A celebrity associated with a brand makes a misstep that is broadcast across the media, creating an untrustworthy image. This event causes a

Answer 6

source derogation.

Question 7

Which demographic factor is creating extensive challenges for domestic marketers in the United States in communicating their advertising messages?

Answer 7

Growth of multicultural ethnic markets

Question 8

In a television ad for Teeny Toddler baby powder, a celebrity informs the audiences that the product helps keep a baby’s skin dry and soft. In this scenario, the celebrity is the ________ of the communication process.

Answer 8

source

Question 9

A major advantage of personal channels of communication is that

Answer 9

a message or presentation can be tailored to an individual or audience.

Question 10

Which of the following is an example of broadcast media?

Answer 10

radio

Question 11

After watching a commercial on television, Rebecca dialed a toll-free number to order a kitchen appliance featured in the ad. This call is which element of the communication process?

Answer 11

responding

Question 12

Genex Inc., a new company, has come up with pasteurized goat milk for consumers who are allergic to cow milk, which is an extremely small group. This kind of small consumer group can be referred to as a

Answer 12

market niche.

Question 13

Which stage of the AIDA involves getting the consumer to make a purchase commitment and closing the sale?

Answer 13

action stage

Question 14

Lily saw a newspaper ad for a microwave oven and subsequently visited the company’s website to get more details about the microwave. According to the traditional response hierarchy model, Lily is currently in which of the following stages?

Answer 14

cognitive stage

Question 15

Jim bought a new car after evaluating several alternatives. Despite being happy with the performance, he experienced a certain degree of anxiety and doubt about the car. In this scenario, Jim is experiencing

Answer 15

postpurchase dissonance.

Question 16

According to a major study commissioned by the Advertising Research Foundation (ARF), the information and advice consumers need to make a purchase comes to them unsolicited when they are in a(n) ________ shopping mode.

Answer 16

passive

Question 17

Angelina is not in the market for new shoes, but she notices a luxury shoe brand featured on her favorite television show and sees her friend wearing them in a photo on social media. Angelina is in a(n) ________ shopping mode.

Answer 17

passive

Question 18

After viewing an automobile ad that claims, “the car’s highway mileage is 60 miles per gallon,” Ryan states, “That’s impossible.” Ryan’s statement is an example of a

Answer 18

counterargument.

Question 19

Gertie sees an ad for Ultra Tide and thinks, “Ultra Tide looks like a really good product—I think I’ll try it.” This statement is an example of a

Answer 19

support argument.