P 148 before the us postal service usps adopted the

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 research
B. Cognitive response research C. Involvement research D. Semiotic analysis E. 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 Living magazine. The ad shows various scenic pictures of Tennessee and includes
the slogan, "Tennessee sounds good to me." In this example, Southern Living magazine 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 coupon B. a billboard beside
an interstate highway C. the creative people who designed the new Wendy's ad D. an ad's
spokesperson E. all of the above
28.
(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: