ADPR
22) Which model works on the idea that advertising motivates people to think about the message, feel something about the product, and do something, such as try it or buy it?
A) AIDA model B) SMCR model C) Facets model D) think/feel/do model E) feel/do/think model Answer: D
8) ________ communication is a form of two-way communication, a dialogue.
A) Mass B) Target C) Interactive D) Integrative E) External Answer: C
5) ________ is obtained in the SMCR communication model by monitoring the response of the receiver to the message.
A) Noise B) Feedback C) Acceptance D) Persuasion E) Awareness Answer: B
9) ________ is the multitude of messages all competing to get consumers' attention.
A) The medium B) Feedback C) Clutter D) The channel E) Internal noise Answer: C
24) Which of the following best states a weakness of hierarchical models in planning advertising?
A) They are technically complex and difficult to use. B) They require significant investments in technology to use. C) The models do not take into account the rational, information-driven process consumers use to make a decision. D) The models assume that people proceed through steps in a predictable fashion. E) The models do not take into account consumers' perceptions. Answer: D
19) The desired impact of an advertisement on a target audience is formally stated as a set of ________.
A) achievements B) objectives C) influences D) exposures E) perceptions Answer: B
11) Which of the following is an example of external noise that could hinder the consumer's reception of the message?
A) advertising clutter B) the receiver's needs C) the receiver's language skills D) the receiver's interest level E) all of the above Answer: A
20) Which of the following is NOT an element of the AIDA model?
A) attention B) action C) attitude D) desire E) interest Answer: C
23) Which of the following lists the three key effects, or domains, used in Moriarty's domains model?
A) awareness, learning, and persuasion B) awareness, emotion, and action C) awareness, interest, and action D) interest, desire, and action E) thinking, feeling, and doing Answer: A
12) B→C2 represents which type of communication?
A) business initiated, one-way communication B) business initiated, targeted communication C) business initiated, shared communication D) consumer initiated, one-way communication E) consumer initiated, shared communication Answer: C
1) Which of the following is NOT an element of the SMCR communication model?
A) channel B) message C) source D) advertisement E) receiver Answer: D
10) Language skills, purchase history, and information-processing abilities are all possible sources of ________.
A) channeling B) internal noise C) feedback D) external noise E) clutter Answer: B
4) In the SMCR model, a message that has been interpreted by the receiver has been ________.
A) encoded B) delivered C) decoded D) persuasive E) accepted Answer: C
6) Things that interrupt the sending as well as the receiving of the message are known as ________ in the SMCR communication model.
A) encoders B) decoders C) feedback D) interference E) noise Answer: E
17) Jacob has voted Republican his entire life. No matter how many times he sees a television commercial for the Democratic candidate, he is not going to process the message and be influenced by it. What is hindering Jacob's reception of the message?
A) external noise B) feedback C) buzz D) internal noise E) encoding Answer: D
16) In the mass communication process, an actual HP printer advertisement in a magazine is called ________.
A) feedback B) the channel C) noise D) the message E) the medium Answer: D
21) Because AIDA assumes that consumers start with attention and wind up with a decision, it is referred to as a(n) ________ model.
A) hierarchy-of-effects B) interactive C) think/feel/do D) multifaceted E) stepwise Answer: A
15) HP's advertising agency assembles words and illustrations into an advertisement that will convey the company's intended brand message. In the communication process, HP is ________.
A) messaging B) encoding C) channeling D) decoding E) responding Answer: B
13) The ________ model demonstrates a theory of how persuasion works based on social influence.
A) multistep flow of communication B) SMCR C) AIDAD) think/feel/do E) traditional mass communication Answer: A
14) Slogans, logos, imagery, and color are all examples of brand ________.
A) relationships B) experiences C) signals D) personality E) awareness Answer: C
2) The SMCR communication model begins with the ________.
A) source B) receiver C) message D) channel E) target audience Answer: A
18) An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured international film star Ziyi Zhang and offered readers a $1-off coupon to try the new makeup. In terms of the SMCR communication model, which of the following would be the best way for the source to measure feedback?
A) the number of subscribers to Ladies' Home Journal B) the number of people who make up the target market C) the number of people who redeem the coupon D) the number of people who were exposed to the ad E) the number of people to whom Ziyi Zhang is an appealing spokesperson Answer: C
3) Who encodes the message in the SMCR communication model?
A) the receiver B) the channel C) the media D) the source E) the encoder Answer: D
7) Newspaper, radio, and television are all examples of which element of the basic communication model?
A) the receiver B) the channel C) the source D) the encoder E) the decoder Answer: B
