Our brains tend to relate incoming sensations to

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28) Our brains tend to relate incoming sensations to others already in memory, based on somefundamental organizational principles.These principles derive from ________, a school ofthought that maintains that people interpret meaning from the totality of a set of stimuli ratherthan from any individual stimulus.A) Freudian psychologyB) Gestalt psychologyC) Simmons psychologyD) the Covey approachAnswer:B
Diff: 2Page Ref: 81Skill:ConceptObjective:2-5AACSB:Communication29) ________ roughly means whole, pattern, or configuration; this perspective is bestsummarized by the saying "The whole is greater than the sum of its parts."CDiff: 1Page Ref: 81
Skill:ConceptObjective:2-5AACSB:Communication30) A new Green Giant ad campaign relied on the ________ when it used a redesigned packagefor Green Giant products that showed the Green Giant in a "sea of green." It was felt that theGreen Giant products were now unified under a common design banner.ADiff: 2Page Ref: 82
Skill:ConceptObjective:2-5AACSB:Communication
31) The field of ________ examines the correspondence between signs and symbols and theirrole in the assignment of meaning.A
Diff: 1Page Ref: 83Skill:ConceptObjective:2-6AACSB:Communication32) From a semiotic perspective, every marketing message has three basic components.Whichof those components is the sensory image that represents the intended meaning?A) the signB) the objectC) the interpretantD) the structureAnswer:ADiff: 1Page Ref: 83
Skill:ConceptObjective:2-6AACSB:Communication33) A(n) ________ is a sign that relates to a product by either conventional or agreed-onassociations.C
Diff: 1Page Ref: 84Skill:ConceptObjective:2-6AACSB:Communication
34) A common practice among advertisers is to create new relationships between objects andinterpretants by inventing new connections between products and benefits. A classic example ofthis was equating Marlboro cigarettes with the American frontier spirit. Which of the followingterms best describes this practice?C
Diff: 2Page Ref: 84Skill:ConceptObjective:2-6AACSB:Communication

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Term
Spring
Professor
Landers
Tags
AACSB, Page Ref

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