Exam 8: Attitude Change and Interactive Communications

Fear can be a powerful tool to use for attitude change if done carefully. LaRoyce was thinking of using fear to convey a drug prevention message to her teen target audience. To ensure success the message needs to be:

Comparative advertising runs the risk of lowering believability and stirring up ________ whereby the consumer may doubt the credibility of a biased presentation.

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:

If John Holmes from the TV show Holmes on Homes were hired as a spokesperson for an electric power tool manufacturer, he most likely would have "star power" due to:

Ads containing puns or satire are examples of which type of message appeal?

Scott found that the use of a tasteful, sexually provocative picture in his magazine promotion got lots of attention, but sales of his product seemed unaffected. What was the most probable reason for Scott's problem?

Under what circumstances should marketers stress the sources characteristics of credibility and/or attractiveness?

What element is missing from the traditional communications model?

One of the drawbacks of using a celebrity endorser is:

While source effects can be dramatic, they only apply to a limited number of special message conditions.

Discuss one-sided versus two-sided arguments and give an illustration of each.

What is "chunking"?

Why is the relationship between fear and attitude change considered non-monotonic?

What is permission marketing? Explain why it may or may not be necessary.

The main difference between buzz and hype is that hype is seen as authentic.

Verbal elements of an ad (or ad copy) are more effective when reinforced by an accompanying picture. This is especially true if the picture relates strongly to what is said in the copy, when the illustration is:

Explain how mere exposure and advertising wearout intersect.

A central goal of many marketing communications is an active attempt to change a person's attitude, an action called:

Recall of "thinking" ads is higher than that for "feeling" ads because conventional measures of advertising effectiveness (such as "day-after-recall tests") are oriented toward cognitive responses and do not adequately assess the cumulative effects of emotional ads.

What is source attractiveness? Does it relate to some products more than others?