The process of translating thought into a symbolic form is known as _____.
a. encoding
b. providing feedback
c. creating noise
d. decoding
e. using the message channel
Question 2Measures of _____ are used when an advertiser's objective is to influence consumers' attitudes toward and preference for the advertised brand.
a. recognition
b. recall
c. persuasion
d. emotional reactions
e. sales response
Question 3The _____ is a communicator in some marcom capacity who has thoughts to share with an individual customer/prospect or an entire target audience.
a. channel
b. source
c. message
d. receiver
e. decoder
Question 4In the case of greater pupil dilation, responses to specific elements in an advertisement are used to indicate _____.
a. negative reaction
b. positive reaction
c. thoughts generated
d. indifferent reaction
e. intense reaction
Question 5The fundamental concept in semiotics is the sign.
a. True
b. False
Indicate whether the statement is true or false
Question 6Measuring respondents' pupil dilation as they view a television commercial or focus on a printed advertisement is done using a _____.
a. galvanometer
b. pupillometer
c. tachistoscope
d. dilameter
e. stethoscope
Question 7Feedback is the stimuli that interferes with, or interrupts the reception, of the message in its pure and original form.
a. True
b. False
Indicate whether the statement is true or false
Question 8There is evidence to indicate that galvanic skin response is a valid indicator of _____.
a. the amount of warmth generated by an advertisement
b. a consumer's behavior generated by an advertisement
c. a consumer's purchase intention generated by an advertisement
d. the number of thoughts consumers generate after exposure to an advertisement
e. the number and types of thoughts consumers generate after exposure to an advertisement
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