97)To attract new customers, a promotional manager may consider brand messages that:97) A)give less detail, in favour of catchy jingles and visualsB)include strong peripheral cluesC)support high-involvement processingD)appeal to the consumer's intellectual capacityAnswer:CTopic: 04-21 Processing of Messages 98)The Rossiter and Percy perspective summarizes four communication effects for thetarget audience. They are:98) Topic: 04-22 Communication Effects of Messages 99)The four communication effects for the target audience summarized in the Rossiter andPercy perspective are category need, brand awareness, brand attitude, and ________.99) Topic: 04-22 Communication Effects of Messages 100)________ is defined as a consumer's desire for a product category independent of theparticular brand.100) Topic: 04 - 22 Communication Effects of Messages 19
101)________ involves the target audience's overall evaluation of the brand in relation to itsability to satisfy the reason why they want it.101) A)Brand significanceB)Brand attitudeC)Brand valueD)Brand preferenceAnswer:BTopic: 04-22 Communication Effects of Messages 102)A study of the various consumer response models shows that each of the followingfactors in promotional decision making are true EXCEPT:102) Topic: 04-23 IMC Planning: Managerial Decision Making 103)When considering the implications of social media on the traditional communicationmodel (source, message, channel, receiver, feedback), which of the following is true?103) Topic: 04- 23 IMC Planning: Managerial Decision Making 20
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- Fall '19