Assessment 08 : Marketing
Communication
The due date for submitting this assignment has passed.
Due on 2019-09-25, 23:59 IST.
Assignment submitted on 2019-09-25, 18:02 IST
All Questions are Compulsory
Marks [ 1 x 10 ]
1 point
When does an advertisement create intention to buy?
If it impulsively makes the customer buy the brand
If it creates awareness and acceptance of a brand
If it brings consumers to a point just short of actual purchase
If it brings out the comparison between brands
Yes, the answer is correct.
Score: 1
Accepted Answers:
If it brings consumers to a point just short of actual purchase
1 point
Which model illustrates that different levels of the hierarchy may affect cognitive, affective, or behavior
components in the decision process?
Integrated information-response
Extended dual mediation
Hierarchy-of-effects model
AIDA
Yes, the answer is correct.
Score: 1
Accepted Answers:
Integrated information-response
1 point
In the cognition-trial-affect-commitment sequence, upon activation from memory, the higher-order beliefs
are likely to result in ____
Higher-order cognition
Higher-order behavior
Higher-order recognition
Higher-order affect
Yes, the answer is correct.
Score: 1
Accepted Answers:
Higher-order affect
1 point
Identify the sequence that indicates that consumers are not likely to form a positive attitude toward the
brand or become committed to it unless they try it first
Cognition-affect-commitment
Cognition-trial-trial-trial
Cognition-trial-commitment
Cognition-trial-affect-commitment
Yes, the answer is correct.
Score: 1
Accepted Answers:
Cognition-trial-affect-commitment
1 point
The third step in the AIDA model is to ____
Create attention
Stimulate desire
Invoke action
Capture interest
Yes, the answer is correct.
Score: 1
Accepted Answers:
Stimulate desire
1 point
The ____ model is more effective than the hierarchy-of-effects models described so far and is able to
capture a diverse range of consumer responses
Extended dual mediation
Integrated information-response
Dual mediation
AIDA
Yes, the answer is correct.
Score: 1
Accepted Answers:
Integrated information-response
1 point
In the cognition-trial-affect-commitment sequence, following exposure to a marketing communications
message, the consumer forms lower-order beliefs and affect, which may induce ____
Commitment
Acceptance
Product trial
Rejection
Yes, the answer is correct.
Score: 1
Accepted Answers:
Product trial
1 point
Which of the following models comprises four constructs: ad cognitions (Cad), attitude toward the ad (Aad),
brand cognition (Cb), and attitude toward the brand (Ab)?
DMM
AIDA
Hierarchy-of-effects
Integrated information-response model
Yes, the answer is correct.
Score: 1
Accepted Answers:
DMM
1 point
Which of the following is the most complex element of marketing communications?
Communication effect
Message reach
Message interpretation
Source effectiveness
Yes, the answer is correct.
Score: 1
Accepted Answers:
Communication effect
1 point
What is the ultimate goal of the advertisement?
Affect
Positive thoughts about the brand
Purchase intention
Positive attitude toward the ad
No, the answer is incorrect.
Score: 0
Accepted Answers:
Purchase intention
