Exam 1 Questions

Chapter 1


1.) The communication process includes the sender, encoding, transmission device, __________ and the receiver.

a. noise
b. clutter
c. decoding
d. consumer

2.) The IMC includes all __________, chanel, customer, external and internal communication.

a. business to business
b. promotion
c. situation analysis
d. touch points

Chapter 2

3.) Corporate logos should elicit consensual meaning among customers which is referred to as:

a. salience
b. implied
c. familiar
d. stimulus codeability

4.) Proprietary brands sold within outlets are called :

a. family brands
b. private brands
c. brand extension
d. cooperative branding

Chapter 3

5.) Attitude is a mental position taken towards something and consists of what 3 components?

a. education, involvement, drive
b. cognitive, affective,conative
c. positive, negative, neutral
d. innovative, recognition, evaluation

6.) When you sell the same goods to both consumers and businesses it is called:

a. dual chanel marketing
b. rebuy
c. screening
d. buying center

The Persuaders

After watching the persuaders some things I learned about advertising were that it is one very profitable and costly idea. I never realized the large amounts of money that went into advertisements. I also became aware of the constant struggle agencies face to break through to the consumers. The video talks about the clutter of the media and how they are troubled by trying to stand out and not just become part of the clutter. Another issue rises about the concern that we will as a society become “numb” to advertisements by all the clutter. One of my favorite parts of the clip was the saying that related consumers to roaches and how they keep spraying and its not working because we have developed a tolerance.

Branding

Since my sense of direction is a little misleading, I decided to purchase a navigation system. When contemplating what brand and which exact model to buy I began to ask people I knew who owned a GPS which brand they had and why they liked it. Even before consulting others the only brands I had heard of were Garmin and TomTom. After getting feedback and confirming my perceptions I chose TomTom. When thinking of this brand instantly the five words that come to mind are Top of the line, updated, good signal, helpful and easy to use. With the help of friends and the woman at Best Buy this brand was most appealing because it had many attention grabbing features.

As consumers our views of brand name merchandise are shaped by the people around us and word of mouth. I believe what makes consumers persuaded into buying their products is the appearance that they are better than the other competitors because everybody wants the best. Without advertisement and persuasive media we would not want the things we do not have.