Advertising & IMC: Principles and Practice, 9e (Moriarty)

Chapter 4 How Marketing Communication Works

1) Which of the following is NOT an element of the basic communication model?
A) channel
B) message
C) source
D) advertisement
E) receiver
Answer: D
Diff: 2
Page Ref: 100
Skill: Concept
AACSB: Communication abilities
Objective: 4-1
2) The basic communication model begins with ________.
A) the source
B) the receiver
C) the message
D) the channel
E) the target audience
Answer: A
Diff: 1 Page Ref: 100
Skill: Concept
AACSB: Communication abilities
Objective: 4-1
3) Who encodes the message in the basic communication model?
A) the receiver
B) the channel
C) the media
D) the source
E) the encoder
Answer: D
Diff: 2 Page Ref: 100
Skill: Concept
AACSB: Communication abilities
Objective: 4-1

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4) When a message is interpreted by the receiver, it means it has been ________.

A) encoded
B) delivered
C) decoded
D) persuasive
E) accepted
Answer: C
Diff: 2 Page Ref: 100
Skill: Concept
AACSB: Communication abilities
Objective: 4-1
5) Which of the following is NOT a necessary component in the basic communication model?
A) source
B) decoding
C) noise
D) receiver
E) encoding
Answer: C
Diff: 2 Page Ref: 100
Skill: Concept
AACSB: Communication abilities
Objective: 4-1
6) ________ is obtained in the basic communication model by monitoring the response of the
receiver to the message.
A) Noise
B) Feedback
C) Acceptance
D) Persuasion
E) Awareness
Answer: B
Diff: 1 Page Ref: 100
Skill: Concept
AACSB: Communication abilities
Objective: 4-1

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7) Things that interrupt the sending as well as the receiving of the message are known as
________ in the basic communication model.
A) encoders
B) decoders
C) feedback
D) interference
E) noise
Answer: E
Diff: 1 Page Ref: 100
Skill: Concept
AACSB: Communication abilities
Objective: 4-1
8) Who determines the objectives for the advertising message?
A) the audience
B) the channel
C) the media
D) the advertiser assisted by its agency
E) the advertiser assisted by its agency and the media
Answer: D
Diff: 2 Page Ref: 100
Skill: Concept
AACSB: Communication abilities
Objective: 4-1
9) Which major player in the advertising industry assists advertisers in encoding their messages
into words and pictures?
A) media
B) target audience
C) agency
D) sender
E) channel
Answer: C
Diff: 2 Page Ref: 100
Skill: Concept
AACSB: Communication abilities
Objective: 4-1

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10) Newspaper, radio, and television are all examples of which element of the basic
communication model?
A) the receiver
B) the channel
C) the source
D) the encoder
E) the decoder
Answer: B
Diff: 2 Page Ref: 101
Skill: Concept
AACSB: Communication abilities
Objective: 4-1
11) ________ communication is a form of two-way communication, a dialogue.
A) Mass
B) Target
C) Interactive
D) Integrative
E) External
Answer: C
Diff: 1 Page Ref: 101
Skill: Concept
AACSB: Communication abilities
Objective: 4-1
12) ________ is the multitude of messages all competing to get consumers' attention.
A) The medium
B) Feedback
C) Clutter
D) The channel
E) Internal noise
Answer: C
Diff: 1 Page Ref: 101
Skill: Concept
AACSB: Communication abilities
Objective: 4-1

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13) Which of the following is an example of external noise that could hinder the consumer's
reception of the message?
A) advertising clutter
B) the receiver's needs
C) the receiver's language skills
D) the receiver's interest level
E) all of the above
Answer: A
Diff: 2 Page Ref: 101
Skill: Concept
AACSB: Communication abilities
Objective: 4-1
14) ________ enables anyone to have an opinion about a company or brand, communicate it, and
listen to the reaction.
A) Mass communication
B) Social networking
C) Opinion marketing
D) One-to-one marketing
E) Clutter-free marketing
Answer: B
Diff: 2 Page Ref: 101
Skill: Concept
AACSB: Use of information technology
Objective: 4-1
15) Using ________ marketing, advertisers ask consumers if it is okay to contact them.
A) mass
B) social
C) opinion
D) permission
E) feedback
Answer: D
Diff: 2 Page Ref: 102
Skill: Concept
AACSB: Use of information technology
Objective: 4-1

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16) According to your text, good marketing communication is effective when it generates the
advertiser's desired ________.
A) response
B) strategy
C) market share
D) perception
E) efficiency
Answer: A
Diff: 2 Page Ref: 103
Skill: Concept
AACSB: Communication abilities
Objective: 4-2
17) Which of the following is NOT an element of the AIDA model?
A) attention
B) action
C) attitude
D) desire
E) interest
Answer: C
Diff: 2 Page Ref: 103
Skill: Concept
AACSB: Communication abilities
Objective: 4-2
18) Because AIDA assumes that consumers start with attention and wind up with a decision, it is
referred to as a(n) ________ model.
A) hierarchy-of-effects
B) communication
C) think-feel-do
D) advertising
E) stepwise
Answer: A
Diff: 2 Page Ref: 103
Skill: Concept
AACSB: Communication abilities
Objective: 4-2

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19) Which model works on the idea that advertising motivates people to think about the message,
feel something about the product, and do something, such as try it or buy it?
A) AIDA model
B) basic communication model
C) Facets model
D) think-feel-do model
E) feel-do-think model
Answer: D
Diff: 1 Page Ref: 103
Skill: Concept
AACSB: Communication abilities
Objective: 4-2
20) Which of the following lists the three key effects, or domains, used in Moriarty's domains
model?
A) perception, learning, and persuasion
B) perception, emotion, and action
C) perception, interest, and action
D) interest, desire, and action
E) thinking, feeling, and doing
Answer: A
Diff: 3 Page Ref: 103
Skill: Concept
AACSB: Communication abilities
Objective: 4-2
21) What is the problem with hierarchical models in planning advertising?
A) They are technically complex and difficult to use.
B) They require significant investments in technology to use.
C) The models do not take into account the rational, information-driven process consumers use
to make a decision.
D) The models assume that people proceed through steps in a predictable fashion.
E) The models do not take into account consumers' perceptions.
Answer: D
Diff: 3 Page Ref: 105
Skill: Concept
AACSB: Communication abilities
Objective: 4-2

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22) According to the Facets model, which of the following is NOT considered a consumer
response?
A) perception
B) cognition
C) emotion
D) association
E) communication
Answer: E
Diff: 2 Page Ref: 106
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
23) ________ is the process by which we receive information through our five senses and assign
meaning to it.
A) Cognition
B) Behavior
C) Exposure
D) Awareness
E) Perception
Answer: E
Diff: 1 Page Ref: 107
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
24) Using ________, consumers select messages to which they pay attention.
A) cognition
B) association
C) selective perception
D) selective interest
E) awareness
Answer: C
Diff: 1 Page Ref: 107
Skill: Concept
AACSB: Communication abilities
Objective: 4-3

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25) What is the first effect an advertising message must have if it is to be effective?
A) cognition
B) affect
C) perception
D) association
E) persuasion
Answer: C
Diff: 2 Page Ref: 107
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
26) Which key component of perception refers to whether a message is seen or heard?
A) selection and attention
B) exposure
C) interest and relevance
D) awareness
E) recognition
Answer: B
Diff: 1 Page Ref: 107
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
27) ________ means the receiver of the message has become mentally engaged in some way
with the ad and the product.
A) Attention
B) Perception
C) Selection
D) Interest
E) Awareness
Answer: D
Diff: 1 Page Ref: 108
Skill: Concept
AACSB: Communication abilities
Objective: 4-3

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28) A high level of interest and attention is sometimes referred to as ________.

A) recognition
B) perception
C) synergy
D) stickiness
E) relevance
Answer: D
Diff: 2 Page Ref: 108
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
29) ________ means the message connects on some personal level with the receiver.
A) Attention
B) Perception
C) Selection
D) Interest
E) Relevance
Answer: E
Diff: 1 Page Ref: 108
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
30) ________ results when an advertisement makes an impression or registers with a consumer.
A) Attention
B) Perception
C) Selection
D) Interest
E) Awareness
Answer: E
Diff: 2 Page Ref: 109
Skill: Concept
AACSB: Communication abilities
Objective: 4-3

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31) ________ means people remember seeing the ad, and ________ means they remember what
the ad said.
A) Recall; recognition
B) Recognition; recall
C) Aided recognition; unaided recognition
D) Relevance; awareness
E) Awareness; relevance
Answer: B
Diff: 2 Page Ref: 109
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
32) ________ is a measure of perception; ________ is a measure of understanding.
A) Recall; recognition
B) Recognition; recall
C) Aided recognition; unaided recognition
D) Relevance; awareness
E) Awareness; relevance
Answer: B
Diff: 3 Page Ref: 109
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
33) Marketers coordinate marketing communication efforts to create ________, which means
that individual messages have more impact working jointly to promote a product than they would
independently.
A) effects hierarchy
B) conviction
C) transformation
D) synergy
E) resonance
Answer: D
Diff: 2 Page Ref: 109
Skill: Concept
AACSB: Communication abilities
Objective: 4-3

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34) Subliminal advertising is primarily a(n) ________ issue.

A) perceptual
B) affective
C) cognitive
D) behavioral
E) association
Answer: A
Diff: 2 Page Ref: 109
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
35) ________ effects are message cues given below the threshold of perception; in other words,
you can't easily perceive them because they are too brief to see or they are disguised in some
way.
A) Subversive
B) Subliminal
C) Cognitive
D) Unaided
E) Affective
Answer: B
Diff: 1 Page Ref: 109
Skill: Concept
AACSB: Reflective thinking skills
Objective: 4-3
36) The term ________ describes something that stimulates wants, touches the emotions, and
creates feelings.
A) cognitive
B) resonant
C) liking
D) affective
E) transformative
Answer: D
Diff: 2 Page Ref: 109
Skill: Concept
AACSB: Communication abilities
Objective: 4-3

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37) Which of the following are drivers of the affective response?

A) wants
B) symbols
C) brand transformations
D) needs
E) differentiations
Answer: A
Diff: 2 Page Ref: 111
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
38) Which of the following is/are NOT drivers of the affective response?
A) wants
B) needs
C) emotions
D) liking
E) resonance
Answer: B
Diff: 2 Page Ref: 111
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
39) ________ takes place in the neocortex, which is the most evolved and "highest" part of the
brain, but ________ comes from the limbic system, which is the most primitive part of the brain.
A) Conditioned learning; cognitive learning
B) Social learning; conditioned learning
C) Conditioned learning; social learning
D) Emotion; rational thought
E) Rational thought; emotion
Answer: E
Diff: 3 Page Ref: 112
Skill: Concept
AACSB: Communication abilities
Objective: 4-3

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40) Ads that rely on arousing feelings such as humor, love, or fear are using ________ appeals.
A) resonant
B) symbolic
C) emotional
D) cognitive
E) transformational
Answer: C
Diff: 1 Page Ref: 112
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
41) ________ means the advertising message "rings true" and helps the consumer identify with
the brand on a personal level.
A) Resonance
B) Affect
C) Transformation
D) Symbolism
E) Conditioned learning
Answer: A
Diff: 1 Page Ref: 113
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
42) ________ is stronger than liking because it involves an element of self-identification.
A) Resonance
B) Cognitive learning
C) Transformation
D) Symbolism
E) Conditioned learning
Answer: A
Diff: 2 Page Ref: 113
Skill: Concept
AACSB: Communication abilities
Objective: 4-3

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43) ________ refers to how consumers respond to information, learn, and understand something.
A) Cognition
B) Affect
C) Perception
D) Behavior
E) Persuasion
Answer: A
Diff: 1 Page Ref: 113
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
44) Which of the following is a key driver of cognition?
A) influence
B) need
C) symbolism
D) emotion
E) resonance
Answer: B
Diff: 2 Page Ref: 114
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
45) Which of the following is NOT a key driver of cognition?
A) need
B) comprehension
C) resonance
D) recall
E) differentiation
Answer: C
Diff: 2 Page Ref: 114
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
46) ________ are something you think about; ________ are based on feelings and desires.
A) Wants; needs
B) Transformations; emotions
C) Recollections; memories
D) Memories; recollections
E) Needs; wants
Answer: E
Diff: 2 Page Ref: 114
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
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47) ________ occurs when a presentation of facts, information, and explanations leads to
understanding.
A) Resonance
B) Conditioned learning
C) Transformation
D) Social learning
E) Cognitive learning
Answer: E
Diff: 1 Page Ref: 114
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
48) ________ takes place when a set of thoughts and feelings become linked to a brand through
repetition of the message.
A) Resonance
B) Conditioned learning
C) Differentiation
D) Social learning
E) Cognitive learning
Answer: B
Diff: 1 Page Ref: 115
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
49) ________ is the process of making symbolic connections between a brand and
characteristics, qualities, or lifestyles that cue the brand's image and personality.
A) Resonance
B) Association
C) Comprehension
D) Recall
E) Recognition
Answer: B
Diff: 1 Page Ref: 115
Skill: Concept
AACSB: Communication abilities
Objective: 4-3

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50) Brand ________ reflects the degree to which the associations presented in a marketing
message, as well as the consumer's interest, are connected to the brand.
A) resonance
B) linkage
C) synergy
D) stickiness
E) image
Answer: B
Diff: 1 Page Ref: 115
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
51) Which of the following is a key driver of association?
A) resonance
B) liking
C) conditioned learning
D) cognitive learning
E) emotions
Answer: C
Diff: 2 Page Ref: 115
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
52) Which of the following is NOT a key driver of association?
A) symbolism
B) conditioned learning
C) brand transformation
D) liking
E) need
Answer: D
Diff: 3 Page Ref: 115
Skill: Concept
AACSB: Communication abilities
Objective: 4-3

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53) When a brand takes on a(n) ________ meaning, the brand stands for certain qualities.
A) resonant
B) symbolic
C) conditioned
D) rational
E) affective
Answer: B
Diff: 1 Page Ref: 115
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
54) ________ is what happens when a product takes on meaning and is differentiated from other
products in the category by virtue of its brand identity and image.
A) Resonance
B) Comprehension
C) Conditioned learning
D) Brand transformation
E) Affect
Answer: D
Diff: 2 Page Ref: 115
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
55) ________ is the conscious intent on the part of the source to influence or motivate the
receiver of a message to believe or do something.
A) Motivation
B) Involvement
C) Persuasion
D) Association
E) Cognition
Answer: C
Diff: 1 Page Ref: 116
Skill: Concept
AACSB: Communication abilities
Objective: 4-3

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56) When people are convinced of something, their ________ are expressed as ________.
A) beliefs; values
B) values; motivations
C) motivations; appeals
D) attitudes; beliefs
E) thoughts; emotions
Answer: D
Diff: 2 Page Ref: 116
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
57) An advertisement that suggests everyone is using a certain brand is using a ________ appeal.
A) rational
B) buzz
C) word of mouth
D) bandwagon
E) referral
Answer: D
Diff: 2 Page Ref: 117
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
58) Which of the following is the most powerful form of persuasion?
A) rational appeal
B) resonance
C) word of mouth communication
D) engagement
E) emotional appeal
Answer: C
Diff: 3 Page Ref: 117-118
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
59) High-involvement products are also known as ________.
A) trial purchases
B) conviction purchases
C) direct purchases
D) considered purchases
E) indirect purchases
Answer: D
Diff: 1 Page Ref: 118
Skill: Concept
Objective: 4-3
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60) Which of the following is the best example of a low-involvement product?

A) cars
B) computers
C) clothing
D) cosmetics
E) paper napkins
Answer: E
Diff: 2 Page Ref: 118
Skill: Concept
Objective: 4-3
61) A(n) ________ is a tendency, inclination, or mental readiness to react to a situation in a given
way.
A) attitude
B) argument
C) motivation
D) influence
E) association
Answer: A
Diff: 1 Page Ref: 116
Skill: Concept
Objective: 4-3
62) A(n) ________ is a state of certainty about a brand.
A) attitude
B) preference
C) conviction
D) credibility
E) involvement
Answer: C
Diff: 1 Page Ref: 119
Skill: Concept
Objective: 4-3
63) The idea of ________ is that a consumer is more than just interested in something; he or she
is "turned on."
A) attitude
B) engagement
C) conviction
D) credibility
E) rehearsal
Answer: B
Diff: 1 Page Ref: 119
Skill: Concept
Objective: 4-3

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64) An attitude (respect, preference), an emotion (liking), and an action (repeat purchases)
combine to make ________.
A) brand position
B) brand image
C) brand promise
D) brand loyalty
E) brand personality
Answer: D
Diff: 2 Page Ref: 119
Skill: Concept
Objective: 4-3
65) Which of the following refers to the trustworthiness of a person delivering an advertising
message?
A) conviction
B) engagement
C) involvement
D) credibility
E) advocacy
Answer: D
Diff: 1 Page Ref: 119
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
66) What causes consumers to NOT act on a message they may have seen or heard until later
when they are in a store?
A) subliminal effects
B) cognitive effects
C) delayed effects
D) association effects
E) social learning
Answer: C
Diff: 2 Page Ref: 124
Skill: Concept
AACSB: Communication abilities
Objective: 4-3

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67) Brand loyalty is most closely associated with which facet of advertising?
A) perception
B) cognition
C) behavior
D) emotion
E) persuasion
Answer: C
Diff: 3 Page Ref: 119
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
68) A consumer's brand ________ is motivated by conviction.
A) position
B) image
C) personality
D) preference
E) credibility
Answer: D
Diff: 2 Page Ref: 119
Skill: Concept
Objective: 4-3
69) Which of the following is NOT a component of the behavior response?
A) mental rehearsal
B) resonance
C) contacting
D) prevention
E) buying
Answer: B
Diff: 2 Page Ref: 120
Skill: Concept
Objective: 4-3
70) Which of the following refers to speaking out on a brand's behalf and referring to it when
someone asks for a recommendation?
A) social rehearsal
B) cognitive learning
C) advocacy
D) conviction
E) loyalty
Answer: C
Diff: 1 Page Ref: 120
Skill: Concept
Objective: 4-3

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71) Mass communication is a conversation or dialogue in which the source and receiver change
positions as the message bounces back and forth between them.
Answer: FALSE
Diff: 2 Page Ref: 100
Skill: Concept
AACSB: Communication abilities
Objective: 4-1
72) Feedback interrupts the sending as well as the receiving of the message.
Answer: FALSE
Diff: 1 Page Ref: 103
Skill: Concept
AACSB: Communication abilities
Objective: 4-1
73) An advertiser's objectives are in terms of the effects the advertiser wants a message to have
on an audience.
Answer: TRUE
Diff: 2 Page Ref: 100
Skill: Concept
AACSB: Communication abilities
Objective: 4-1
74) Marketing communication should be considered effective when it generates the advertiser's
desired response.
Answer: TRUE
Diff: 2 Page Ref: 103
Skill: Concept
AACSB: Communication abilities
Objective: 4-2
75) The most common and long-standing explanation of advertising effects is referred to as
AIDA, which stands for attitude, interest, decision, and action.
Answer: FALSE
Diff: 2 Page Ref: 103
Skill: Concept
AACSB: Communication abilities
Objective: 4-2
76) The Facets Model of Effects posits that effective advertising can create six types of consumer
responses: perception, cognition, emotion, association, persuasion, and behavior.
Answer: TRUE
Diff: 2 Page Ref: 106
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
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77) Advertising creates visibility for a product or brand through exposure, and consumers
respond by selecting messages to which they pay attention, a process called selective perception.
Answer: TRUE
Diff: 2 Page Ref: 107
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
78) A critical factor in perception is relevance, which means the message connects on some
personal level.
Answer: TRUE
Diff: 2 Page Ref: 108
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
79) Relevance results when an advertisement initially makes an impression.
Answer: FALSE
Diff: 2 Page Ref: 108
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
80) Recognition means people remember seeing the ad, and recall means they remember what
the ad said.
Answer: TRUE
Diff: 2 Page Ref: 109
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
81) The emotion effect from the Facets Model of Effects refers to the consumer's understanding
of an advertisement.
Answer: FALSE
Diff: 2 Page Ref: 109
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
82) Subliminal message cues cannot be perceived because they are too brief to see or they are
disguised in some way.
Answer: TRUE
Diff: 2 Page Ref: 109
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
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83) Wants are something you think about, and needs are based on your feelings and desires.
Answer: FALSE
Diff: 2 Page Ref: 111
Skill: Concept
Objective: 4-3
84) The key drivers of the affective response are needs, wants, emotions, liking, and resonance.
Answer: FALSE
Diff: 3 Page Ref: 111
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
85) Cognition is the process by which we receive information through our five senses and assign
meaning to it.
Answer: FALSE
Diff: 1 Page Ref: 113
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
86) An advertisement that creates resonance with a message that "rings true" helps the consumer
identify with the brand on a personal level.
Answer: TRUE
Diff: 2 Page Ref: 113
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
87) Behavior refers to how consumers respond to information, learn, and understand something.
Answer: FALSE
Diff: 1 Page Ref: 113
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
88) Cognitive learning occurs when the learner links one thing with another.
Answer: FALSE
Diff: 3 Page Ref: 114
Skill: Concept
AACSB: Communication abilities
Objective: 4-3

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89) Association is the process of making symbolic connections between a brand and
characteristics, qualities, or lifestyles that represent the brand's image and personality.
Answer: TRUE
Diff: 2 Page Ref: 115
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
90) The key drivers of association are symbolism, conditioned learning, and brand
transformation.
Answer: TRUE
Diff: 2 Page Ref: 115
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
91) Symbolism means a brand takes on meaning when it is transformed from a mere product into
something special, something that is differentiated from other products in the category by virtue
of its brand identity and image.
Answer: FALSE
Diff: 2 Page Ref: 115
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
92) A product becomes differentiated by virtue of its brand image, symbolism, and personality
cues.
Answer: TRUE
Diff: 2 Page Ref: 115
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
93) Advertising creates brand meaning through symbolism and association.
Answer: TRUE
Diff: 2 Page Ref: 115
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
94) Persuasion is the conscious intent on the part of the source to influence or motivate the
receiver of a message to believe or do something.
Answer: TRUE
Diff: 1 Page Ref: 116
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
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95) An argument uses logic, reasons, and proof to make a point and build conviction.
Answer: TRUE
Diff: 1 Page Ref: 119
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
96) Conviction means an intention to try or buy a product.
Answer: FALSE
Diff: 2 Page Ref: 119
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
97) Preference is measured both as an attitude and by repeat purchases.
Answer: FALSE
Diff: 3 Page Ref: 119
Skill: Concept
Objective: 4-3
98) Conviction refers to the degree to which a consumer is engrossed in attending to an ad or
making a product decision.
Answer: FALSE
Diff: 2 Page Ref: 119
Skill: Concept
Objective: 4-3
99) Factors that drive a behavioral response include trial, buying, contacting, and prevention.
Answer: TRUE
Diff: 2 Page Ref: 120
Skill: Concept
Objective: 4-3
100) Some advertising messages are designed to deter rather than encourage behaviors.
Answer: TRUE
Diff: 2 Page Ref: 121
Skill: Concept
AACSB: Communication abilities
Objective: 4-3
101) Advances in technology, such as the Internet and cell phone, have helped marketers move
from interactive communication to mass communication.
Answer: FALSE
Diff: 2 Page Ref: 101
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 4-1
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102) The hierarchy-of-effects models adequately explain what makes effective advertising
effective.
Answer: FALSE
Diff: 2 Page Ref: 105
Skill: Application
AACSB: Reflective thinking skills
Objective: 4-2
103) The cognition component of a consumer's response would typically be more influential than
the affective component for purchases such as scented candles, bath salts, and luxurious towels.
Answer: FALSE
Diff: 3 Page Ref: 114
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 4-3
104) The "Stop. Think. Tylenol." ad is an example of a bandwagon appeal.
Answer: FALSE
Diff: 2 Page Ref: 117
Skill: Application
AACSB: Analytic skills
Objective: 4-3
105) Source credibility means that the person delivering the message, such as a doctor, is
respected and believed.
Answer: TRUE
Diff: 2 Page Ref: 119
Skill: Application
AACSB: Communication abilities
Objective: 4-3

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106) Describe the basic mass communication model. Then compare and contrast that model with
the interactive communication model.
Answer: The basic mass communication model begins with a source, a sender who encodes a
message (puts it in words and pictures). The message is presented through channels of
communication, such as a newspaper, radio, or TV. The message is decoded, or interpreted, by
the receiver, who is the reader, viewer, or listener. Feedback is obtained by monitoring the
response of the receiver to the message. The entire process is complicated by noise, which is
anything that interrupts the sending as well as the receiving of the message, such as a bad
connection. The basic mass communication is generally a one-way process, with the message
moving from the source to the receiver. However, interactive communication, while containing
the same elements as the basic communication model, is a form of two-way communication, a
dialogue. The difference between one-way and two-way communication is that the latter
communication process is interactive and the source and receiver change positions as the
message bounces back and forth between them.
Diff: 3 Page Ref: 100-101
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 4-1
107) Name and describe the most common hierarchy-of-effects model that has been used to
explain advertising effects as well as the problems with these types of models.
Answer: The most common and long-standing explanation of advertising effects is called AIDA,
which stands for attention, interest, desire, and action. The idea is that first an ad gets attention,
then it creates interest, then desire, and finally stimulates action. It's a simple model that
identifies four effects and makes a prediction about how they are related in a hierarchy of steps.
Because AIDA assumes that consumers start with attention and wind up with a decision, it is
referred to as a hierarchy-of-effects model. The problem with these models is that advertisers
now know that people don't always proceed through steps in this predictable fashion. The
rational, information-driven process is what the AIDA model describes. However, with impulse
purchases, the AIDA model works almost backward. So AIDA isn't adequate as a model of the
various types of effects advertising can create.
Diff: 3 Page Ref: 103
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 4-2

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108) Briefly describe the purpose of Facets Model of Effects and the six types of consumer
responses the model posits.
Answer: The Facets Model posits that effective advertising creates six types of consumer
responses: (1) see/hear, (2), feel, (3) think/understand, (4) connect, (5) believe, and (6) act/do.
Within each type of response, factors, or aspects, give definition to the facet. According to this
model, the type of responses come together to make up the unique consumer response to an
advertising message. The effects are holistic, leading to an impression or an "integrated
perception." An effective message, then, has a diamondlike quality that represents how the
message effects work together to create the desired consumer response. According to this model,
that impact can be created in a number of different ways, meaning one brand message may get
attention, explain new information, and convince consumers to try the brand. Another message
might create awareness, stir up an emotion, and link a product to a lifestyle. Both can be equally
effective; they just touch the consumer in entirely different ways.
Diff: 2 Page Ref: 106-107
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 4-3
109) Compare and contrast the cognition and the emotion facets of the the Facets Model of
Effects.
Answer: Cognition refers to how consumers respond to information, learn, and understand
something. It's a rational response to a message. The key components of cognition are needs,
cognitive learning, differentiation, and recall. The emotional/affective response involves feelings.
The term affective describes something that stimulates wants, touches the emotions, and creates
feelings. The components of the affective response are wants and desires, excitement, feelings,
liking, and resonance. Although both mechanisms can explain how advertising works, each
works differently. Cognitive responses are more rational and adress consumers' needs. The
affective responses are more emotional and are related to consumers' wants.
Diff: 2 Page Ref: 109-114
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 4-3

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110) Name and describe the components of persuasion and how they work in advertising.
Answer: Persuasion is designed to change attitudes and behavior and build beliefs. There are
many dimensions of persuasion. Advertisers identify motivation, influence, involvement,
engagement, conviction, preference and intention, loyalty, and believability and credibility as
key to explaining how persuasion works in advertising. Motivation is an incentive or reason to
respond. The idea is that something prompts a person to act in a certain way. To intensify the
consumer's level of motivation, advertising and other marketing communications such as sales
promotion use incentives such as gifts, prizes, and contests to encourage people to respond.
Influence refers to external people or events that shape attitudes and behavior. Involvement refers
to the degree to which you are engrossed in attending to an ad or making a product decision.
Involvement is built on relevanceon how much a product message connects with your life and
interests. Engagement goes beyond involvement, cultivating passion for a brand. One of the
factors affecting conviction, or a belief about a brand, is the power of an advertisement's
argument. An argument is based on a cognitive strategy. It uses logic, reasons, and proof to make
a point and build conviction. Preference involves an intention to try or buy a product. In terms of
advertising effects, belief is indicated when consumers develop a preference for or an intention to
try or buy a product. Brand loyalty, which is measured both as an attitude (preference) and by
repeat purchases, is an important response that crosses over between thinking, feeling, and doing.
It is a response that is built on customer satisfaction. Loyalty programs are designed to retain
customers, as well as increase their business. Loyalty is of value because it can lead to other
behavioral responses, such as advocacy for the brand and referrals. Believability and credibility
are the last key components of persuasion; they refer to the trustworthiness of the information
and the source of the message.
Diff: 3 Page Ref: 116-118
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 4-3
111) HP's advertising agency assembles words and illustrations into an advertisement that will
convey the company's intended brand message. In the communication process, HP is ________.
A) messaging
B) encoding
C) sending
D) decoding
E) responding
Answer: B
Diff: 2 Page Ref: 100
Skill: Application
AACSB: Analytic skills
Objective: 4-1

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112) In the mass communication process, an actual HP printer/fax machine advertisement is

called ________.
A) feedback
B) the channel
C) noise
D) the message
E) the medium
Answer: D
Diff: 2 Page Ref: 100
Skill: Application
AACSB: Analytic skills
Objective: 4-1
113) Jacob has voted Republican his entire life. No matter how many times he sees a television
commercial for the Democratic candidate, he is not going to process the message and be
influenced by it. What is hindering Jacob's reception of the message?
A) external noise
B) feedback
C) buzz
D) internal noise
E) encoding
Answer: D
Diff: 2 Page Ref: 101
Skill: Application
AACSB: Analytic skills
Objective: 4-1
114) Procter & Gamble encourages a few teenagers to discuss its new products in chat rooms and
to send product-related messages to friends via instant messenger and e-mail. P&G has found
this to be an effective means of getting the message about a new product out among this age
group. P&G is using ________.
A) mass communication
B) buzz marketing
C) internal marketing
D) one-way communication
E) permission marketing
Answer: B
Diff: 2 Page Ref: 101
Skill: Application
AACSB: Analytic skills
Objective: 4-1

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115) Turning the page in the newspaper or a magazine, hitting the mute button on the television,
tossing unopened mail that looks like an ad, and deleting spam without looking at it are all
examples of consumers ________ the message.
A) decoding
B) encoding
C) perceiving
D) filtering
E) accepting
Answer: D
Diff: 3 Page Ref: 107
Skill: Application
AACSB: Analytic skills
Objective: 4-3
116) The Canned Food Association of America wanted consumers to appreciate the benefits of
canned foods. The group's magazine ad depicted a rather shapely robotic-looking woman who
was very shiny and contrasted with the dark background in the ad. One had to look closely to
learn that the ad was touting the benefits of food in cans, but research indicated that consumers
did that because the unusual nature of the ad got them to look closer to determine what it was
about. Which component of perception was this unusual ad attempting to accomplish?
A) wants and desires
B) selection and attention
C) resonance
D) recognition
E) relevance
Answer: B
Diff: 3 Page Ref: 108
Skill: Application
AACSB: Reflective thinking skills
Objective: 4-3
117) Juana looked at her September issue of O magazine and did not see anything of interest.
However, after her mother was diagnosed with bipolar disorder, Juana found the issue extremely
interesting because it offered advice on how to help people who are suffering from this problem.
The fact that the boring issue became quite interesting is most directly due to a change in Juana's
________.
A) exposure
B) values
C) attention
D) personality
E) comprehension
Answer: C
Diff: 3 Page Ref: 108
Skill: Application
AACSB: Analytic skills
Objective: 4-3
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118) Mercy University's initial ads for the school's new MBA program are most likely intended
to create ________.
A) liking
B) awareness
C) preference
D) loyalty
E) conviction
Answer: B
Diff: 2 Page Ref: 109
Skill: Application
AACSB: Analytic skills
Objective: 4-3
119) Mary will not purchase the Disney movie Lion King for her children because she heard that
the word sex was airbrushed in the dust rising from an animal stampede, and she doesn't want her
children to be influenced by this. While some claim to have seen it, the word cannot be seen, and
if it is there at all, it is below the threshold of perception. What type of effect is this?
A) selective attention
B) synergistic
C) subversive
D) subliminal
E) cognitive
Answer: D
Diff: 2 Page Ref: 109
Skill: Application
AACSB: Analytic skills
Objective: 4-3
120) While standing in line at the supermarket, Janet saw the display of candy bars. She did not
think before she put a candy bar in her basket. What is the affective response driver most likely
to be involved in such impulse purchases?
A) resonance
B) liking
C) feelings
D) needs
E) wants
Answer: E
Diff: 3 Page Ref: 111
Skill: Application
AACSB: Reflective thinking skills
Objective: 4-3

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121) Lauren is very particular about her coffee in the morning, using bottled water because the
tap water in her community smells like chlorine and makes her coffee taste funny. She saw an ad
for a coffeemaker that filters out impurities from the water used to make the coffee. The ad had
the headline, "Come on, this is your coffee we're talking about!" When Lauren saw that, she
exclaimed, "Yes!" because she could identify with it on a personal level. This is an example of
which type of emotional driver?
A) bandwagon appeal
B) motivation
C) comprehension
D) resonance
E) need
Answer: D
Diff: 2 Page Ref: 113
Skill: Application
AACSB: Analytic skills
Objective: 4-3
122) John saw an ad for flowers that included the phone number 1-800-FLOWERS. Two months
later, John wanted to send his mother some flowers for Mother's Day and remembered the phone
number from the ad. Which component of cognition is this?
A) cognitive learning
B) confusion
C) conditioned learning
D) differentiation
E) recall
Answer: E
Diff: 2 Page Ref: 114
Skill: Application
AACSB: Analytic skills
Objective: 4-3
123) Beautiful actresses appear in ads testifying to the quality of a brand of hair coloring
products. This is an application of which the following?
A) social learning
B) subliminal perception
C) cognitive learning
D) rehearsal
E) conditioned learning
Answer: E
Diff: 3 Page Ref: 115
Skill: Application
AACSB: Analytic skills
Objective: 4-3

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124) An ad for CLR bathroom cleaner shows soap scum and grime on a shower wall. The ad
demonstrates how one spray is all it takes for CLR to restore everything to a shiny, clean luster.
Which component of persuasion is most clearly demonstrated in this ad?
A) attitude
B) argument
C) involvement
D) loyalty
E) trial
Answer: B
Diff: 2 Page Ref: 119
Skill: Application
AACSB: Analytic skills
Objective: 4-3
125) John saw an ad for flowers that included the phone number 1-800-FLOWERS. Two months
later, John wanted to send his mother some flowers for Mother's Day and remembered the phone
number from the ad, so he called and ordered flowers. What type of effect is this?
A) subliminal
B) trial
C) delayed
D) high-involvement
E) bandwagon
Answer: C
Diff: 2 Page Ref: 124
Skill: Application
AACSB: Analytic skills
Objective: 4-3
126) An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured
actress Melina Kanakaredes and offered readers a $1-off coupon when they try the new makeup.
In terms of the communication model, which of the following would be the best way for the
source to measure feedback?
A) the number of subscribers to Ladies' Home Journal
B) the number of people who make up the target market
C) the number of people who redeem the coupon
D) the number of people who were exposed to the ad
E) the number of people to whom Melina Kanakaredes is an appealing spokesperson
Answer: C
Diff: 3 Page Ref: 101
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 4-1

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Refer to the passage below to answer the following questions.

Just For Me is a line of hair care products for pre-teenage girls, that is, girls between the ages of
eight and twelve. This is the age in which young girls start to care about their looks and want to
make their own decisions regarding their grooming. The manufacturer of this brand decided to
use television advertising to inform and persuade girls about this line of products.
127) The young girls to whom the advertising is targeted represent which element of the basic
communication model?
A) source
B) sender
C) encoder
D) channel
E) receiver
Answer: E
Diff: 2 Page Ref: 100
Skill: Application
AACSB: Analytic skills
Objective: 4-1
128) The manufacturer of this line of products used an advertising agency to assist in developing
the commercial so that it would communicate the desired meaning to the preteenage girl. Which
element of the basic communication model does this represent?
A) noise
B) feedback
C) encoding
D) channel
E) decoding
Answer: C
Diff: 2 Page Ref: 100
Skill: Application
AACSB: Analytic skills
Objective: 4-1

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129) The commercial the agency developed went through extensive testing because the
advertiser and its agency know that the target teenage girls are very fickle about which
commercials they attend to. In this scenario, the agency and the advertiser are concerned about
________.
A) selective exposure
B) selective perception
C) selective awareness
D) subliminal attention
E) subliminal relevance
Answer: B
Diff: 2 Page Ref: 107
Skill: Application
AACSB: Analytic skills
Objective: 4-3
130) Hilary Duff, a singer and actress popular with the target market, appears in the commercial
claiming the benefits of the product. Duff is well liked, respected, and believable to this target
market. The ads were very successful. What is the most likely reason for the success of this
campaign?
A) The target market needed this product.
B) The use of Hilary Duff led to cognitive learning in members of the target market.
C) Hilary Duff was a credible source to deliver this message to this target audience.
D) The use of Hilary Duff was a successful bandwagon appeal.
E) This was a low-involvement product.
Answer: C
Diff: 3 Page Ref: 119
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 4-3
131) In the communication process, what is noise and why is it important?
Answer: Noise is the unplanned static or distortion during the communication process, which
results in the receiver getting a different message than the one the sender sent. The consumer is
distracted and misses the key point.
Diff: 2 Page Ref: 100
Skill: Application
AACSB: Reflective thinking skills
Objective: 4-1

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132) What is the major difference between the mass communication model and the interactive
communication model?
Answer: In the mass communication model, communication is a one-way process, with the
message moving from the source to the receiver. However, interactive communication is a form
of two-way communication, a dialogue. The difference between one-way and two-way
communication is that the latter is interactive, and the source and receiver change positions as the
message bounces back and forth between them.
Diff: 2 Page Ref: 100-101
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 4-1
133) Describe the AIDA model.
Answer: The most common and long-standing explanation of advertising effects is one referred
to as AIDA, which stands for attention, interest, desire, and action. The idea is that first an ad
gets attention, then it creates interest, then desire, and finally it stimulates action.
Diff: 2 Page Ref: 103
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 4-2
134) Identify three of the key factors driving perception.
Answer: The key factors driving perception include exposure, selection and attention, interest,
relevance, curiosity, awareness, and recognition.
Diff: 2 Page Ref: 107
Skill: Application
AACSB: Analytic skills
Objective: 4-3
135) Why is perception a particularly important facet of the Facets Model of Effects?
Answer: If an advertisement is to be effective, it must be noticed by consumers. In other words,
without perception, it is impossible for an advertisement to be effective.
Diff: 2 Page Ref: 107
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 4-3
136) Why might curiosity be a problem for certain types of ad campaigns?
Answer: Curiosity can be a problem when the objective of an ad campaign is to discourage a
behavior. Carson Wagner tested the idea that antidrug ads might actually result in increased drug
use. He based his research on the psychology of curiosity literature, which suggested that if
antidrug ads make people think drug use is widespread, they might become curious about
experimenting themselves. His study supported this hypothesis.
Diff: 3 Page Ref: 108
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 4-3
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137) A researcher is paging through a magazine and asking respondents whether they remember
seeing a particular ad. Explain which component of perception this is assessing.
Answer: The factor of perception this is assessing is recognition, which means the people
remember seeing the ad. Recognition is a measure of perception and is used to determine
awareness.
Diff: 2 Page Ref: 109
Skill: Application
AACSB: Reflective thinking skills
Objective: 4-3
138) Why did the advertising industry sponsor an ad that had the headline, "People Have Been
Trying to Find the Breasts in These Ice Cubes Since 1957"?
Answer: The advertising industry has been criticized by some who claim that subliminal
"embeds" are placed in ads to manipulate purchase behavior, most often through appeals to
sexuality. The ice cubes ad was an attempt to convey the industry's view on the issue of
subliminal advertising. The advertising industry considers accusations of subliminal advertising
to be both damaging and untrue.
Diff: 3 Page Ref: 110
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 4-3
139) Explain how and why liking is measured in terms of responses.
Answer: Liking is measured in terms of two responses: liking the ad or liking the brand. The
assumption is that if you like the ad, then that positive feeling will transfer to the brand. It is
possible, however, for consumers to like the ad and not even be able to remember the brand, so
the positive feeling generated by the ad may not always transfer to the brand.
Diff: 3 Page Ref: 113
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 4-3
140) Compare and contrast needs and wants.
Answer: Needs are something you think about whereas wants are based on feelings and desires.
When we refer to needs, we are usually talking about the cognitive impact of an advertising
message. Wants are depicted as influenced more by emotion or desire.
Diff: 2 Page Ref: 114
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 4-3

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141) What type of learning occurs when a presentation of facts, information, and explanations
leads to understanding?
Answer: Cognitive learning occurs when a presentation of facts, information, and explanations
leads to understanding.
Diff: 2 Page Ref: 114
Skill: Application
AACSB: Analytic skills
Objective: 4-3
142) Researchers were planning brand and positioning strategies by asking respondents what
they think of when they hear the brand name "iPod." Jan responded that she thought of "cool,"
"music," "freedom," "cutting edge technology," "hip," and "young." What are the researchers
doing in this research? Why?
Answer: All the terms that came to Jan's mind form her network of association when she thinks
of this brand. Understanding this network of associations can help advertiser see how a brand's
meaning comes together in people's minds.
Diff: 3 Page Ref: 116
Skill: Application
AACSB: Reflective thinking skills
Objective: 4-3
143) Explain how cognitive and affective factors are related in the persuasion facet of the Facets
Model of Effects.
Answer: Persuasion often involves the tools of logic and reasoning to intensify the feelings on
which beliefs are built. Persuasion works through rational arguments and touching emotions in a
way that creates a compulsion to act.
Diff: 3 Page Ref: 116
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 4-3
144) Why do marketers value opinion leaders?
Answer: Opinion leaders are people whose opinions are sought by others. Marketers rely on
opinion leaders to positively influence the spread of product or service acceptance through a
market.
Diff: 2 Page Ref: 117
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 4-3

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145) Mitch is very interested in all electronic devices from computers to stereos and pays
attention to all advertisements related to these types of products, even if he is not purchasing one
of these products. Why does he do this?
Answer: Mitch is highly engaged in this product category.
Diff: 2 Page Ref: 119
Skill: Application
AACSB: Reflective thinking skills
Objective: 4-3
146) Anheuser-Busch, a beer manufacturer, sponsors an advertising campaign to curb drunk
driving, using the tagline "Friends Don't Let Friends Drive Drunk." The company has also shown
a burning automobile with the headline, "Ever Toast a Friend?" Which component of the
behavioral response are these ads attempting to stimulate?
Answer: They are attempting to stimulate the prevention response, which means to discourage
unwanted behaviors.
Diff: 2 Page Ref: 121
Skill: Application
AACSB: Analytic skills
Objective: 4-3
147) On Wednesday Jim heard a radio ad about a new book by one of his favorite authors. On
Saturday, at his wife's suggestion, he went shopping at the mall. When he saw the bookstore, he
remembered the new book and went into the store to purchase the book. Explain the effect of the
ad operating in this situation.
Answer: Advertising is a victim of delayed effectsmessages are seen and heard at one time
and may or may not come to mind at a later date when the consumer is in the purchase situation.
The impact of traditional advertising, like the radio ad, is seldom immediate. The ad for the new
book caught Jim's attention. He thought about it three days later when he saw the bookstore. His
memory was involved in recalling not just the ad but the content of the message.
Diff: 2 Page Ref: 124
Skill: Application
AACSB: Reflective thinking skills
Objective: 4-3

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Refer to the scenario below to answer the following questions.

Oust, a brand of air freshener, advertises how its product will get the odor out, not merely cover
it up. The advertisement provides facts, information, and an explanation of how Oust can kill
bacteria in the air that cause odors.
148) What type of response is Oust attempting to generate among consumers?
Answer: Oust is attempting to stimulate a cognitive response, which refers to how consumers
respond to information, learn, and understand something. It's a rational response to a message.
Diff: 2 Page Ref: 113
Skill: Application
AACSB: Analytic skills
Objective: 4-3
149) Mary saw an ad for Oust on television and in a magazine, but she didn't purchase the
product right away. She remembered the ads when she saw the product in the store and decided
to try it then. What effect does this demonstrate?
Answer: This is an example of advertising's delayed effectshow messages are seen at one time
and come back to mind at a later date when the consumer is in a purchase situation.
Diff: 2 Page Ref: 124
Skill: Application
AACSB: Analytic skills
Objective: 4-3
150) Mary was extremely satisfied with the product after she tried it, so she purchased the
product again. She even told her mother and sister about the benefits of Oust and convinced them
to try the product as well. What component of persuasion does this represent, and why do
marketers want to attain this level of persuasion?
Answer: Brand loyalty, which is measured both as an attitude (preference) and by repeat
purchases, is an important response that crosses over between thinking, feeling, and doing. It is a
response that is built on customer satisfaction. If you try a product and like it, then you are more
likely to buy it again. Loyalty is of value because it can lead to other behavioral responses, such
as advocacy for the brand, that is, speaking out on its behalf, which Mary did.
Diff: 3 Page Ref: 120-121
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 4-3

43
Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall