(4323 Summer 2015 Boca) Assignment: Chapter 5 Connect Quiz 1. Award: 6.25 out of 6.25 points After viewing an automobile ad that states “claims the car’s on-road mileage is 30 km/liter of petrol ” Ryan states “This is impossible.” Ryan’s statement is an example of: a mnemonic. a heuristic. a source bolster. a counterargument. a counter-persuasion. 2. Award: 6.25 out of 6.25 points Which of the following demographic factors is creating extensive challenges for domestic marketers in the United States in communicating their advertising messages? Growth of multicultural ethnic markets Technological innovations Inflation in the economy Consumer awareness Increase in government regulations 3. Award: 6.25 out of 6.25 points In the standard learning hierarchy a consumer is viewed as a passive participant in a communication process. True False 4. Award: 6.25 out of 6.25 points The source of a communication is the person or organization that has information to share with another person or group of people. True False 5. Award: 6.25 out of 6.25 points 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. passive viral alpha beta active 6. Award: 6.25 out of 6.25 points 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 _____. postpurchase dissonance conformity bias selective learning sociophysical rationalization differentiated bias 7. Award: 6.25 out of 6.25 points 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. These groups of consumers can be referred to as: market niches. market segments. mass markets. encoders. precision groups. 8. Award: 6.25 out of 6.25 points 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. source touch point encoder channel messenger decoder 9. Award: 6.25 out of 6.25 points Lily saw a newspaper ad for a microwave oven and subsequently visited the company’s website to obtain required details about the microwave. According to the traditional response hierarchy model Lily is currently in which of the following stages? Cognitive stage Affective stage Development stage Affection stage Behavioral stage 10. Award: 6.25 out of 6.25 points Which stage of the AIDA involves getting the consumer to make a purchase commitment and closing the sale? Action stage Awareness stage Interest stage Desire stage Attention stage 11. Award: 6.25 out of 6.25 points Source bolsters are negative thoughts about an organization or company that lead to reduction in acceptance of messages stated by the company. True False 12. Award: 6.25 out of 6.25 points Differences in dialects spoken in a country can be a major barrier to effective communication of an advertiser’s message. True False 13. Award: 6.25 out of 6.25 points A major advantage of personal channels of communication is that: a message or presentation can be tailored to an individual or audience. it avoids the complications of buzz marketing. a consumer is stimulated to make an immediate purchase. a consumer has an option to choose from a variety of products. it results in lower economies of scale. 14. Award: 6.25 out of 6.25 points Which of the following is an example of broadcast media? Billboards Direct mail Radio Magazines Newspaper 15. Award: 6.25 out of 6.25 points Nonpersonal channels are generally referred to as the mass media. True False 16. Award: 6.25 out of 6.25 points After watching a commercial on the television Rebecca dialed a toll-free number to order a kitchen appliance featured in the ad. Which of the following elements of the communication process would this act constitute? Encoding Receiving Responding Sending Decoding
