Question 1

When Prime Minister Stephen Harper speaks about interest rates, people listen. This principle is known as:

Accepted Answer

A)  consistency 
B)  authority 
C)  puffery 
D)  manipulation 
E)  politicization 
A)  consistency 
B)  authority 
C)  puffery 
D)  manipulation 
E)  politicization B

Question 2

Generally speaking, comparative ads are more effective when:

Accepted Answer

A)  the marketer of a new product wishes to give his product a clear brand image close to that of the dominant brand 
B)  the marketer of an established brand wishes to freshen the image of his brand on selected attributes 
C)  the marketer of a new product wishes to cut promotional costs 
D)  the marketer of an established brand wishes to eliminate new competition 
E)  the marketer of a new product wishes to point out faults in the dominant brand 
A)  the marketer of a new product wishes to give his product a clear brand image close to that of the dominant brand 
B)  the marketer of an established brand wishes to freshen the image of his brand on selected attributes 
C)  the marketer of a new product wishes to cut promotional costs 
D)  the marketer of an established brand wishes to eliminate new competition 
E)  the marketer of a new product wishes to point out faults in the dominant brand A

Question 3

Identify the major elements of the traditional communications model.

Accepted Answer

In this model, a source must choose and encode a message (i.e., initiate the transfer of meaning by choosing appropriate symbolic images that represent that meaning). This meaning must be put in the form of a message. There are many ways to say something, and the structure of the message has a big effect on how it is perceived. The message must be transmitted via a medium, which could be television, radio, magazines, billboards, personal contact, or even a matchbook cover. The message is then decoded by one or more receivers (who interpret the symbols in light of their own experiences). Finally, feedback must be received by the source, which uses the reactions of receivers to modify aspects of the message.

Question 4

The more an item is available, the more attractive it becomes.

Accepted Answer

A) True 
 B)False

Question 5

Jane always looks at the advertisements and specials in the newspaper before she reads anything else. She once told a friend that she wouldn't even buy a newspaper if it didn't contain promotions. Jane is confirming the uses and gratification theory of communications.

Accepted Answer

A) True 
 B)False

Question 6

H & R Block had an advertising campaign which featured a series of ads each giving a different reason (e.g., "Reason # 38: ") why a consumer should use their firm for tax return preparation.
According to the two- factor theory on the effects of repetition of ads, this type of campaign would increase consumers' uncertainty about using the firm.

Accepted Answer

A) True 
 B)False

Question 7

What common communication technique listed below can be perceived of as a negative effect when used in a television commercial?

Accepted Answer

A)  graphic displays 
B)  showing the convenience of using the product 
C)  indirect comparison with other products 
D)  showing an actor playing the role of an ordinary person 
E)  demonstrating tangible results (e.g., bouncy hair) 
A)  graphic displays 
B)  showing the convenience of using the product 
C)  indirect comparison with other products 
D)  showing an actor playing the role of an ordinary person 
E)  demonstrating tangible results (e.g., bouncy hair)

Question 8

It is not important whether the product a celebrity spokesperson endorses fits with their image.

Accepted Answer

A) True 
 B)False

Question 9

An electronics firm hires a group of youths to go into websites and plant comments that are made to look as if they came from actual customers. This practice is known as:

Accepted Answer

A)  caveat emptor 
B)  creating a stealth campaign 
C)  the sleeper effect 
D)  market manipulation 
E)  ethical malpractice 
A)  caveat emptor 
B)  creating a stealth campaign 
C)  the sleeper effect 
D)  market manipulation 
E)  ethical malpractice

Question 10

All of the following are true about the Frankfurt School theorists, EXCEPT:

Accepted Answer

A)  the receiver is a passive "couch potato" 
B)  a message is perishable 
C)  the media are often used by those in power to brainwash individuals 
D)  advertising is the process of transferring information to the buyer before the sale 
E)  this school dominated mass communications in the latter half of the 20th century 
A)  the receiver is a passive "couch potato" 
B)  a message is perishable 
C)  the media are often used by those in power to brainwash individuals 
D)  advertising is the process of transferring information to the buyer before the sale 
E)  this school dominated mass communications in the latter half of the 20th century

Question 11

is the theory that the dominant characteristic of a product should match the dominant features of the communications source.

Accepted Answer

Match- up

Question 12

Discuss the potential long- term problem with sock puppeting and marketing.

Accepted Answer

Although this answer isn't explicitly pr

Question 13

A commercial was created for a new car polish featuring a popular actor playing the role of an ordinary person demonstrating how to use the product. Although demonstrating the product will have a positive effect on consumers' attitudes, including a popular actor playing the role of an ordinary person will have a negative effect.

Accepted Answer

A) True 
 B)False

Question 14

All of the following identify when fear appeals are most effective, EXCEPT:

Accepted Answer

A)  consumers are already afraid of the problem discussed in the ad 
B)  when the threats displayed are excessive 
C)  a solution is presented for consumers to remove the threat 
D)  when source credibility is high 
E)  a moral lesson is conveyed by a powerful character (e.g., Mr. Goodwrench, "good car maintenance" personified) on how to avoid negative outcomes (accidents or death) 
A)  consumers are already afraid of the problem discussed in the ad 
B)  when the threats displayed are excessive 
C)  a solution is presented for consumers to remove the threat 
D)  when source credibility is high 
E)  a moral lesson is conveyed by a powerful character (e.g., Mr. Goodwrench, "good car maintenance" personified) on how to avoid negative outcomes (accidents or death)

Question 15

Embassy Suites ad "This year, we're unwrapping suites by the dozen," showed chocolate kisses with the hotel name underneath each kiss. This is an example of the use of resonance in advertising.

Accepted Answer

A) True 
 B)False

Question 16

Doctors, who get grants from drug companies, present papers reporting on the benefits of the companies' drugs. This is an example of knowledge bias.

Accepted Answer

A) True 
 B)False

Question 17

The traditional communications model is ordered:

Accepted Answer

A)  source, feedback, receiver, re- send 
B)  source, medium, receiver, feedback, re- send 
C)  source, message, medium, receiver, feedback 
D)  source, medium, receiver, feedback 
E)  source, re- send, medium, message, feedback 
A)  source, feedback, receiver, re- send 
B)  source, medium, receiver, feedback, re- send 
C)  source, message, medium, receiver, feedback 
D)  source, medium, receiver, feedback 
E)  source, re- send, medium, message, feedback

Question 18

After studying the IKEA catalogue, Lee phoned and placed an order for a new table. This is an example of a first- order response.

Accepted Answer

A) True 
 B)False

Question 19

The explains that the reason consumers forget their initial negative feelings toward a source yet remain influenced by the message is simply a function of time; the link between the source and the product is broken in the consumer's mind after a period of time.

Accepted Answer

A)  availability- valence hypothesis 
B)  oblivescence theory 
C)  cognitive processing effect 
D)  dissociative cue hypothesis 
E)  cued- forgetting hypothesis 
A)  availability- valence hypothesis 
B)  oblivescence theory 
C)  cognitive processing effect 
D)  dissociative cue hypothesis 
E)  cued- forgetting hypothesis

Question 20

The two- factor theory suggests that there is an optimal number of repetitions for a message.

Accepted Answer

A) True 
 B)False

When Prime Minister Stephen Harper speaks about interest rates, people listen. This principle is known as:

Generally speaking, comparative ads are more effective when:

Identify the major elements of the traditional communications model.

The more an item is available, the more attractive it becomes.

Jane always looks at the advertisements and specials in the newspaper before she reads anything else. She once told a friend that she wouldn't even buy a newspaper if it didn't contain promotions. Jane is confirming the uses and gratification theory of communications.

What common communication technique listed below can be perceived of as a negative effect when used in a television commercial?

It is not important whether the product a celebrity spokesperson endorses fits with their image.

An electronics firm hires a group of youths to go into websites and plant comments that are made to look as if they came from actual customers. This practice is known as:

All of the following are true about the Frankfurt School theorists, EXCEPT:

is the theory that the dominant characteristic of a product should match the dominant features of the communications source.

Discuss the potential long- term problem with sock puppeting and marketing.

All of the following identify when fear appeals are most effective, EXCEPT:

Embassy Suites ad "This year, we're unwrapping suites by the dozen," showed chocolate kisses with the hotel name underneath each kiss. This is an example of the use of resonance in advertising.

Doctors, who get grants from drug companies, present papers reporting on the benefits of the companies' drugs. This is an example of knowledge bias.

The traditional communications model is ordered:

After studying the IKEA catalogue, Lee phoned and placed an order for a new table. This is an example of a first- order response.

The explains that the reason consumers forget their initial negative feelings toward a source yet remain influenced by the message is simply a function of time; the link between the source and the product is broken in the consumer's mind after a period of time.

The two- factor theory suggests that there is an optimal number of repetitions for a message.

Buying, Having, and Being: an Introduction to Consumer Behavior

Consumer and Social Well-Being

Perception

Learning and Memory

Motivation and Affect

The Self and Gender Identity

Personality, Lifestyles, and Values

Decision Making

Buying, Using, and Disposing

Group Influences and Social Media

Income and Social Class

Subcultures

Culture

Careers in Consumer Research

Research Methods

Sources of Secondary Data

Filters

Exam 8: Attitudes and Persuasive Communications

When Prime Minister Stephen Harper speaks about interest rates, people listen. This principle is known as:

Generally speaking, comparative ads are more effective when:

Identify the major elements of the traditional communications model.

The more an item is available, the more attractive it becomes.

Jane always looks at the advertisements and specials in the newspaper before she reads anything else. She once told a friend that she wouldn't even buy a newspaper if it didn't contain promotions. Jane is confirming the uses and gratification theory of communications.

What common communication technique listed below can be perceived of as a negative effect when used in a television commercial?

It is not important whether the product a celebrity spokesperson endorses fits with their image.

An electronics firm hires a group of youths to go into websites and plant comments that are made to look as if they came from actual customers. This practice is known as:

All of the following are true about the Frankfurt School theorists, EXCEPT:

is the theory that the dominant characteristic of a product should match the dominant features of the communications source.

Discuss the potential long- term problem with sock puppeting and marketing.

All of the following identify when fear appeals are most effective, EXCEPT:

Embassy Suites ad "This year, we're unwrapping suites by the dozen," showed chocolate kisses with the hotel name underneath each kiss. This is an example of the use of resonance in advertising.

Doctors, who get grants from drug companies, present papers reporting on the benefits of the companies' drugs. This is an example of knowledge bias.

The traditional communications model is ordered:

After studying the IKEA catalogue, Lee phoned and placed an order for a new table. This is an example of a first- order response.

The explains that the reason consumers forget their initial negative feelings toward a source yet remain influenced by the message is simply a function of time; the link between the source and the product is broken in the consumer's mind after a period of time.

The two- factor theory suggests that there is an optimal number of repetitions for a message.

Buying, Having, and Being: an Introduction to Consumer Behavior

Consumer and Social Well-Being

Perception

Learning and Memory

Motivation and Affect

The Self and Gender Identity

Personality, Lifestyles, and Values

Decision Making

Buying, Using, and Disposing

Group Influences and Social Media

Income and Social Class

Subcultures

Culture

Careers in Consumer Research

Research Methods

Sources of Secondary Data

Filters