Advertising

Front 1

The type of decision process most often
used when buying milk, gum, or soda
is the _______________.

Back 1

.....

Front 2

All of the following are ways in which an
audience can be segmented EXCEPT:

Back 2

Innate needs

Front 3

If advertisers use cognitive learning, they
want consumers to associate a reward
with a stimulus for an older product.

Back 3

False

Front 4

In a model of advertising communication,
the sender is _______________.

Back 4

The advertiser

Front 5

The ultimate objective of awareness is
_______________.

Back 5

Awareness of the brand, not the advertisement

Front 6

A group of people or a way of life that is
defined by both tangible and intangible items
is called a

Back 6

Culture

Front 7

_______________ are people who buy or use
products to satisfy needs, wants, or desires.

Back 7

Consumers

Front 8

Persuasion deals with attitudes,
emotions, involvement, and conviction.

Back 8

True

Front 9

Identifying the group that might be the most
profitable audience and the one most likely to
respond to the marketing communication is
called _______.

Back 9

Targeting

Front 10

The most important reference group (because
of its longevity and intensity) is the
_______________.

Back 10

Family

Front 11

The source of norms is our _______________.

Back 11

Values

Front 12

The first step in the perception is _______________.

Back 12

Exposure

Front 13

A social class is a collection of people who are
used as a guide for behavior in specific
situations.

Back 13

False

Front 14

A common disruptive force in the basic
communication model shown in the text
is called _______________.

Back 14

Noise

Front 15

All of the various kinds of effects that advertising
can have on an audience and all of the different
results it can achieve are called _______________.

Back 15

Impact

Front 16

Creating a unique identity for a product is called _______________.

Back 16

Branding

Front 17

If a product is perceived by the consumer to be relatively
unimportant, then the involvement level is
one of _______________.

Back 17

Low involvement

Front 18

_______________ means that the message has made
an impression on the consumer, and the
consumer can identify the advertiser.

Back 18

Awareness

Front 19

We naturally tend to seek out messages that
are pleasant or sympathetic with our views
and avoid those that are painful or threatening.
Which of the following terms best describes this process?

Back 19

Selective exposure

Front 20

According to Maslow’s Hierarchy of Needs, the
most basic needs (such as hunger, thirst) are
called _______________.

Back 20

Physiological needs