Our brains tend to relate incoming sensations to

28) Our brains tend to relate incoming sensations to others already in memory, based on some
fundamental organizational principles. These principles derive from ________, a school of
thought that maintains that people interpret meaning from the totality of a set of stimuli rather
than from any individual stimulus.
A) Freudian psychology
B) Gestalt psychology
C) Simmons psychology
D) the Covey approach
Answer: B
Diff: 2 Page Ref: 81
Skill: Concept
Objective: 2-5
AACSB: Communication
29) ________ roughly means whole, pattern, or configuration; this perspective is best
summarized by the saying "The whole is greater than the sum of its parts."
C
Diff: 1 Page Ref: 81
Skill: Concept
Objective: 2-5
AACSB: Communication
30) A new Green Giant ad campaign relied on the ________ when it used a redesigned package
for Green Giant products that showed the Green Giant in a "sea of green." It was felt that the
Green Giant products were now unified under a common design banner.
A
Diff: 2 Page Ref: 82
Skill: Concept
Objective: 2-5
AACSB: Communication

31) The field of ________ examines the correspondence between signs and symbols and their
role in the assignment of meaning.
A
Diff: 1 Page Ref: 83
Skill: Concept
Objective: 2-6
AACSB: Communication
32) From a semiotic perspective, every marketing message has three basic components. Which
of those components is the sensory image that represents the intended meaning?
A) the sign
B) the object
C) the interpretant
D) the structure
Answer: A
Diff: 1 Page Ref: 83
Skill: Concept
Objective: 2-6
AACSB: Communication
33) A(n) ________ is a sign that relates to a product by either conventional or agreed-on
associations.
C
Diff: 1 Page Ref: 84
Skill: Concept
Objective: 2-6
AACSB: Communication

34) A common practice among advertisers is to create new relationships between objects and
interpretants by inventing new connections between products and benefits. A classic example of
this was equating Marlboro cigarettes with the American frontier spirit. Which of the following
terms best describes this practice?
C
Diff: 2 Page Ref: 84
Skill: Concept
Objective: 2-6
AACSB: Communication