MAR 4323 Summer 2015 Chapter 5 Quiz

| June 12, 2016

Question
(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

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