Chapter 5

Question 1

communication

Answer 1

passing of information; establish common thought between sender and receiver

Question 2

channel

Answer 2

facilitates communication between sender and receiver

Question 3

mass media/non-personal

Answer 3

lacks contact between sender and receiver

Question 4

personal channel

Answer 4

direct communication between people. WOM or buzz marketing

Question 5

buzz marketing

Answer 5

generating positive WOM discussion

Question 6

personal channel examples

Answer 6

personal selling

word of mouth

Question 7

nonpersonal channel examples

Answer 7

print media

broadcast media

Question 8

viral marketing

Answer 8

propagating marketing-relevant messages with the help of individual consumers

Question 9

seeding

Answer 9

identifying and choosing the initial group of consumers who will be used to start spreading the message

Question 10

receiver

Answer 10

person with whom the sender shares thoughts or information

Question 11

decoding

Answer 11

transforming the sender’s message into thought

Question 12

field of experience

Answer 12

experiences, perceptions, attitudes, values a person brings to the communication situation

Question 13

noise

Answer 13

unplanned distoration in the communication process

Question 14

response

Answer 14

receiver’s set of reactions after seeing, hearing, or reading the message

Question 15

feedback

Answer 15

receiver’s response that is communicated back to the sender

Question 16

levels of audience aggregation

Answer 16

mass markets
market segments
niche markets
individual/group audience

Question 17

cognitive stage

Answer 17

represents what the receiver knows or perceives about the particular product or brand

Question 18

affective stage

Answer 18

receiver’s feelings or affect level for the particular brand

Question 19

behavioral stage

Answer 19

refers to the consumer’s action toward the brand

Question 20

cognitive responses

Answer 20

thoughts that occur to individuals while reading, viewing, and/or hearing a communication

Question 21

counterarguments

Answer 21

thoughts the recipient has that are opposed to the position taken in the message
*relate negatively to message acceptance

Question 22

support arguments

Answer 22

thoughts that affirm the claims made in the message

relate positively to message acceptance

Question 23

source derogations

Answer 23

negative thoughts about a spokesperson or organization making the claims- lower message acceptance

Question 24

source bolsters

Answer 24

positive thoughts about the spokesperson or organization making the claims

Question 25

ad execution related thoughts

Answer 25

affect attitudes toward the advertisement as well as the brand

Question 26

attitude toward the ad

Answer 26

represents the receivers feelings of favorability or unfavorability toward the ad

Question 27

elaboration likelihood model

Answer 27

focus on differences in ways consumers process and respond to persuasive messages

Question 28

elaboration likelihood is a function of

Answer 28

motivation

ability

Question 29

ELM routes to attitude change

Answer 29

central and peripheral route

Question 30

central route

Answer 30

ability and motivation to process a message is high and close attention is paid to message content

Question 31

peripheral route

Answer 31

ability and motivation to process a message is low, reciever focuses more on peripheral cues than message content

Question 32

implications of the ELM

Answer 32

customers level of involvemet has important implications for marketing communications (high and low)