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23.(p. 148)Before the U.S. Postal Service (USPS) adopted the stylized eagle that appears on all labels, buildings, trucks and postal boxes it used a sticklike mailman figure called Mr. Zip. Research showed the eagle was a much more positive symbol—denoting ruggedness, individuality, and the American "can-do" spirit. _____ would have provided the USPS with the ability to understand the meaning consumers give to the eagle. A. Lifestyle researchB. Cognitive response researchC. Involvement researchD.Semiotic analysisE. Common ground research
24.(p. 148)Some advertising and marketing people are skeptical about the value of semiotics because they believe: 25.(p. 148)Semiotic analysis can be helpful to marketers in understanding how consumers perceive and interpret: 26.(p. 149)An ad purchased by the Tennessee Department of Tourist Development encouraging people to choose the state of Tennessee for that vacation destination was published in Southern Livingmagazine. The ad shows various scenic pictures of Tennessee and includes the slogan, "Tennessee sounds good to me." In this example, Southern Livingmagazine would be an example of a _____, a part of the communication process.
27.(p. 149)Which of the following would be an example of a channel in the communication process? A. the number of customers that redeemed a cents-off couponB.a billboard beside an interstate highwayC. the creative people who designed the new Wendy's adD. an ad's spokespersonE. all of the above28.(p. 150)Advertisements for Planter's nuts describe the nuts as a delicious snack food for everyone. The commercials show animals that eat nuts as part of their usual diet trying to convince humans to share their Planter's nuts. The channel for these ads is: