MKTG 403: Chapter 5

The process of ______ is heavily influenced by a receiver's frame of reference or field of experience.

decoding

Characteristics of individual senders and receivers include factors such as ______.

demography

According to the ______ model, the attitude formation or change process depends on the amount and nature of elaboration, or processing, of relevant information that occurs in response to a persuasive message.

elaboration likelihood

The first step in the marketing communication process is ______.

identifying the audience

Choose the factor that affects the success of a viral marketing program.

Message characteristics

Identify the true statement about sending messages.

Messages must be put into a transmittable form that is appropriate for the channel of communication being used.

Which of the following are basic types of channels of communication?

Nonpersonal Personal

Identify a social network characteristic that influences the diffusion of a message.

The structure of networks through which the message spreads

A(n) is the method by which communication travels from a source to a receiver.

channel

The ______ framework was proposed for understanding how consumers interact with companies and brands during the purchase decision process.

consumer decision journey

Thoughts a recipient has that are opposed to the position taken in a message are referred to as .

counterarguments

The ______ consists of a learn → do → feel sequence.

low-involvement model

The success of the communication process depends on several factors, including the ______. (Check all that apply.)

nature of a message audience's interpretation of a message environment in which a message is received

Effective communication is more likely when ______.

there is some common ground between the sender and receiver

A buyer passing successively through attention, interest, desire, and action is depicted in the model.

AIDA

Why are traditional and alternative response hierarchies unable to adequately explain all response behaviors?

Advertising is just one source of information customers use in making purchase decisions.

Identify a type of nonpersonal channel of communication.

Broadcast media

______ are generally measured by having consumers write down or verbally report their reactions to a message.

Cognitive responses

Identify a personal channel of communication.

Face-to-face conversations

Tricia dials the toll-free number of JuzBuy Inc., a shopping portal, to order a cell phone she saw advertised on television. This scenario illustrates ______.

a response

The thoughts that occur to consumers while they are reading, viewing, and/or hearing a communication are known as .

cognitive responses

Age is a factor that can lead to problems in establishing ground between the advertising agency personnel who create ads and the people for whom the ads are created.

common

Informal communication among consumers about products and services involves word-of- influence.

mouth

Any extraneous factor in a system that can interfere with the communication process and work against effective communication is referred to as ______.

noise

The unplanned distortion or interference with the reception of a message is referred to as .

noise

______ channels of communication are those that carry a message without direct contact between a sender and receiver.

nonpersonal

In the hierarchy model of communication, advertisers face different sets of communication problems as ______.

potential buyers may be at different stages in the hierarchy

______ are the consumers in a target market or audience who read, hear, and/or see a marketer's message.

receivers

True or false: The characteristics of an individual sender or receiver affect the success of a viral marketing program.

true

True or false: The hierarchy models of communication responses delineate the series of steps potential purchasers must be taken through to move them from unawareness of a product to readiness to purchase it.

true

Place the steps of the innovation adoption model in order, with the first step at the top.

1. Awareness 2. Interest 3. Evaluation 4. Trial

Which of the following occurs under the peripheral route to persuasion of an advertising message?

A receiver relies on peripheral cues that may be incidental to the main arguments.

Which of the following lead to a reduction in message acceptance?

Source derogations

If the involvement level of consumers in the target audience is high, an ad should contain ______.

detailed message arguments

The process by which persuasive communications lead to persuasion by influencing attitudes is explained in the ______ model.

elaboration likelihood

Nonpersonal channels of communication are generally referred to as the .

mass media

The elaboration likelihood model is a function of the element of ______.

motivation

If the involvement level of customers in the target audience is low, an ad should contain ______.

peripheral cues

A person with whom a sender shares thoughts or information is known as a(n) .

receiver

The ______ assumes that a consumer passes through a series of steps in sequential order from initial awareness of a product or service to actual purchase.

hierarchy of effects model

The stages a salesperson must take a customer through in the personal-selling process are represented in the ______.

AIDA model

According to the elaboration likelihood model, which of the following are part of the element of ability in a receiver's processing of an advertising message? (Check all that apply.)

Opportunity to process the message The receiver's knowledge

An advertiser's use of a spokesperson that the target audience likes for promoting a product is an example of ______?

a source bolster

Purchase decisions for industrial products and services and consumer durables are examples of areas where ______.

a standard learning hierarchy response process is likely

Under the route to persuasion, a receiver is viewed as a very active, involved participant in the communication process whose ability and motivation to attend, comprehend, and evaluate messages is high.

central

Under the ______ route to persuasion, a receiver is viewed as lacking the motivation or ability to process information and is not likely to engage in detailed cognitive processing.

peripheral

In the ______ model, a consumer is an active participant in the communication process who gathers information through active learning.

standard learning

The model of Michael Ray consists of a learn → feel → do sequence.

standard learning

Thoughts a recipient has that affirm the claims made in a message are referred to as arguments.

support

True or false: Marketers approach each of the target audiences in the same manner.

False

Michael Ray suggests the standard learning hierarchy is likely when ______.

a consumer is highly involved in the purchase process

The ______ stage of a traditional response hierarchy model refers to a receiver's feelings for a particular brand.

affective

When receivers of a message react favorably to the source of a message, they generate favorable thoughts known as source .

bolsters

With the emergence of the Internet and social media, word-of-mouth in a marketing context has evolved into different forms, including ______.

online reviews

True or false: Marketing and advertising people often have very different fields of experience from the consumers who constitute the mass markets with whom they must communicate.

true

Foodish Desire Inc. promoted its range of fruit juices, Fresh'd, through an online competition. The participants were required to write a short description on why they loved Fresh'd juices in return for a week's supply of Fresh'd juices. In this scenario, the company is indulging in ______ marketing.

viral

The act of propagating marketing-relevant messages through the help and cooperation of individual consumers, especially by means of social media, is referred to as marketing.

viral

Arrange the steps involved in the low-involvement model in the order of their occurrence.

1. Cognition 2. Behavior 3. Attitude change

List the three basic stages of the response process as they are ordered in traditional hierarchy models from top to bottom.

1. Cognitive stage 2. Affective state 3. Behavioral stage

List the stages of the consumer decision journey in the order of their occurrence.

1. Consider 2. Evaluate 3. Buy 4. Enjoy-advocate-bond

Identify the elements of communication that function as the major communication tools. (Check all that apply.)

Channel Message

Match the form of word-of-mouth in the first column with its definition in the second column. Electronic word-of-mouth Engineered word-of-mouth Online reviews

Electronic word-of-mouth > Transmission of consumer sentiment about a marketing-relevant topic using a digital device Engineered word-of-mouth > Word-of-mouth conversation in which there is an explicit commercial motive for consumers to engage Online reviews > Consumers' evaluations of a market-place offering submitted through online platforms designed for this purpose.

_____ involve direct communication between two or more persons.

Personal channels

Which of the following occur under the central route to persuasion of an advertising message? (Select all that apply.)

The message depends on support arguments for a favorable response from the receiver. Message persuasion follows from the receiver's evaluation of the message content. The message receiver pays close attention to message content.

The exchange of ideas or the passing of information between a sender and a receiver is defined as .

communication

Message characteristics relate to the ______.

content and creative design of a viral message

The process of transforming the sender's message back into thought is known as .

decoding

In addition to advertising and other marketing communications, consumers are likely to integrate information from ______ in forming judgments about a brand.

direct experience

Characteristics of messages that succeed in viral marketing include factors such as ______.

entertaining information

According to the ______ model, advertising effects occur over a period of time.

hierarchy of effects

The stages a consumer passes through in adopting a new product or service are represented by the model.

innovation adoption

The encoding process leads to development of a(n) that contains the information or meaning a source hopes to convey.

message

For effective communication to occur, ______.

the message decoding process of a receiver must match the encoding of a sender

True or false: Errors or problems that occur in the encoding of a message are examples of noise.

true

The receiver's is a set of his or her reactions after seeing, hearing, or reading a message.

response

Identifying and choosing the initial group of consumers who will be used to start the diffusion or spreading of a message is referred to as .

seeding

Companies that utilize viral marketing must develop a(n) ______ which involves determining how many initial consumers are needed and selecting the right consumers to start the viral process.

seeding strategy

Jason Daniel, the world wrestling champion, is the brand ambassador for AllSports Inc. and appears in all AllSports endorsements. In terms of communication, Jason is considered to be a ______.

source

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

source

The negative thoughts about an ad's spokesperson or the organization making the claims are referred to as .

source derogations