Chapter 6

Question 0

Encoding

Answer 0

Is the process of translating thought into symbolic form.

Question 1

Source

Answer 1

Is a communicator in some Marcom capacity – an advertiser, salesperson, blogger, etc. – who has thoughts to share with an individual customer/prospect of an entire target audience

Question 2

Message

Answer 2

Is it symbolic expression of what the communicator intends to accomplish

Question 3

Message channel

Answer 3

Is the path through which the message moves from source to receiver

Example: television radio newspapers T-shirts signs and advertisements

Question 4

Receiver

Answer 4

Is the person or group of people with whom the source attempts to share ideas

Question 5

Decoding

Answer 5

Involves activities undertaken by receivers to interpret or derive meaning from marketing messages

Question 6

Feedback

Answer 6

Allows the source a way of monitoring how accurately the intended message is being received and whether it is accomplishing its intended objectives

Question 7

Noise

Answer 7

The Stimuli that interfere with or interrupt reception of the message and it’s pure an original form

Question 8

Semiotics

Answer 8

Is the study of signs and the analysis of meaning – producing events

Question 9

Sign

Answer 9

Is something physical and perceivable that signifies something to somebody in some context

Example: the $

Question 10

Meaning

Answer 10

The thoughts and feelings that are invoked within a person when presented with a sign a particular context

Question 11

Symbol

Answer 11

It is formed when an object becomes a symbol of something else when the object and referent have no prior interesting relationship but rather are arbitrarily or metaphorically related

Question 12

Simile

Answer 12

Uses a comparative term such as like or as to join itself from different classes of experience

Example: love is like a rose

Question 13

Metaphor

Answer 13

Applies a word or a phrase to a concept or object that it does not literally denote in order to suggest a comparison and to make the abstract more concrete

Question 14

Allegory

Answer 14

Represents a form of extended metaphor

Question 15

Exposure

Answer 15

Consumers come in contact with the marketers message

Example: they see a magazine ad, car radio commercial, notice and Internet banner, text message, etc.

Question 16

Attention

Answer 16

Means to focus cognitive resources on and think about a message to which one has been exposed

Question 17

Comprehend

Answer 17

To understand and create meaning out of stimuli and symbols

Question 18

Perceptual including

Answer 18

Is the perceptual process of interpreting stimuli

Question 19

Feature analysis

Answer 19

Is the initial stage in perceptual encoding in which the receiver examines the basic feature of a stimuli such as shape color and angles and from this makes preliminary classifications

Example: distinguishing a motorcycle from a bicycle

Question 20

Active synthesis

Answer 20

Is the second stage and perceptual including me and goes beyond merely examining physical features

Question 21

Concretizing

Answer 21

Is the process of providing more concrete information for consumers to process as it is easier for them to remember and retrieve tangible rather than abstract information

Question 22

Imagery

Answer 22

Is a representation of sensory experiences in short-term, for working, memory – including visual, auditory, and other sensory experiences.

Question 23

Dual coding theory

Answer 23

Pictures are represented in memory in verbal as well as visual form, whereas words are less likely to have visual representation

Question 24

Affect referral

Answer 24

The individual simply calls from memory his or her attitude, or effect, toward relevant alternatives and pics of that alternative for which the effect is most positive.

Question 25

Compensatory heuristic

Answer 25

In this situation, for a given alternative, the strength of one attribute offsets the weakness of another attribute.

Thus trade-off among attitudes are being made

Question 26

Noncompensatory heuristics

Answer 26

One attribute does not compensate for another one. Rather, a series of simple decision rules are used.

Question 27

Conjunctive model

Answer 27

The consumer establishes minimum cut off on all attributes considered

Question 28

Disjunctive model

Answer 28

For an alternative to be considered it only has to meet or exceed the minimum cut off on just one of the attributes

Question 29

Lexicographic model

Answer 29

Attributes are first ranked