The Source or Sender of an Advertising Communication

question 15

Multiple Choice

The source or sender of an advertising communication:

• A)is typically a salesperson
• B)is never a nonpersonal entity
• C)is typically identified as the owner of the medium in which the communication appeared
• D)can be an individual or a nonpersonal entity such as a corporation
• E)is never involved in the encoding process

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Definitions:

Correspond With Behaviour

To match or align with actions; the degree to which stated beliefs or attitudes are reflected in one’s actions.

Recall

The act of retrieving information or memories from the past without the aid of external cues.

Direct Experience

Knowledge or skill acquisition resulting from active participation or firsthand involvement in events or activities.

Vicarious Reinforcement

involves learning new behaviors or attitudes through observing the consequences of those behaviors for someone else, rather than experiencing them directly.