Question 1

Briefly explain source credibility.

Accepted Answer

Source credibility refers to a communica

Question 2

The Smith Company uses after-sale interviews with its customers to examine how well the customers were served by the sales force and service staff of the company. When the Smith Company follows this procedure, the company is attempting to use feedback as a means to improve communications.

Accepted Answer

A) True 
 B)False

Question 3

A prestigious luxury car advertiser states that "the loudest thing you'll hear is the ticking of the clock," with the implication that they're working on solving that problem right now. The advertiser is using ________ in the construction of the message.

Accepted Answer

A)  counter-attitudinal advocacy 
B)  a refutational argument 
C)  an open-ended strategy 
D)  proactive advocacy 
A)  counter-attitudinal advocacy 
B)  a refutational argument 
C)  an open-ended strategy 
D)  proactive advocacy

Question 4

The elaboration likelihood model (ELM) approach has received a lot of research support. In one typical study, undergraduates were exposed to one of several mock advertisements for Break, a new brand of low-alcohol beer. What three independent variables that were crucial to the ELM were manipulated?

Accepted Answer

1. Message-processing involvement: Some

Question 5

What is meant by the term "second-order response"?

Accepted Answer

Second-order response: A marketing commu

Question 6

Generally speaking, comparative ads are more effective when:

Accepted Answer

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

Question 7

Craig was a popular weatherman in the largest media outlet in a medium-sized market. He was known for giving accurate forecasts with detailed scientific precision in a no-nonsense manner. According to the match-up hypothesis, for which of the following products would Craig be best suited as a celebrity endorser?

Accepted Answer

A)  a clean air campaign 
B)  a public service promotion countering negative feelings about minorities 
C)  a computer program designed to help elementary school children learn science 
D)  an anti-smoking advertisement that illustrates the symptoms of emphysema 
A)  a clean air campaign 
B)  a public service promotion countering negative feelings about minorities 
C)  a computer program designed to help elementary school children learn science 
D)  an anti-smoking advertisement that illustrates the symptoms of emphysema

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

Source ________ relates to consumers' beliefs that a communicator is both competent and willing to provide the information necessary for them to make an adequate evaluation of competing products.

Accepted Answer

A)  honesty 
B)  Z factor 
C)  credibility 
D)  attractiveness 
A)  honesty 
B)  Z factor 
C)  credibility 
D)  attractiveness

Question 10

The communications model specifies a number of elements necessary for communication to be achieved. These elements include the message and the medium.

Accepted Answer

A) True 
 B)False

Question 11

What is the elaboration likelihood model of persuasion? Describe and discuss its features. What are the implications of the ELM for marketing promotions?

Accepted Answer

The two major components of the communic

Question 12

The ad named one brand of diapers and compared them with another brand's in terms of "dryness effectiveness." This is an example of comparative advertising.

Accepted Answer

A) True 
 B)False

Question 13

A car advertiser says its cars are the most expensive within the model class and are not known for their styling, but they have the best safety and quality record of any cars within the model class. What argument is the car advertiser using?

Accepted Answer

A)  a two-sided argument 
B)  a one-sided argument 
C)  a support argument 
D)  a negative argument 
A)  a two-sided argument 
B)  a one-sided argument 
C)  a support argument 
D)  a negative argument

Question 14

When a company pays a blogger to write about its products in a positive way, this is called a(n):

Accepted Answer

A)  social media mavenry program. 
B)  paid influencer program. 
C)  online front program. 
D)  manipulative media program. 
A)  social media mavenry program. 
B)  paid influencer program. 
C)  online front program. 
D)  manipulative media program.

Question 15

Identify the major elements of the traditional communications model.

Accepted Answer

Marketers and advertisers have tradition

Question 16

Acme Company began to sell a digital camera called a Column to compete with Canon's digital cameras. In terms of comparative ads, what should be the strategy of both Acme and Canon?

Accepted Answer

A)  Acme should avoid comparative ads, and so should Canon. 
B)  Acme should avoid comparative ads, but Canon should use comparative ads. 
C)  Acme should compare its camera with Canon's, but Canon should not use comparative ads. 
D)  Both Cannon and Acme should use comparative ads. 
A)  Acme should avoid comparative ads, and so should Canon. 
B)  Acme should avoid comparative ads, but Canon should use comparative ads. 
C)  Acme should compare its camera with Canon's, but Canon should not use comparative ads. 
D)  Both Cannon and Acme should use comparative ads.

Question 17

Two versions of the same message, one in visual form, the other in verbal form, elicit different reactions. Pictures are found to be superior in affecting evaluations of utilitarian aspects of the product.

Accepted Answer

A) True 
 B)False

Question 18

The ________ strategy blends multiple media platforms to unfold messages and integrate social media with real-world experiences over time.

Accepted Answer

A)  co-creation 
B)  multi-message media 
C)  transmedia storytelling 
D)  real-time marketing 
A)  co-creation 
B)  multi-message media 
C)  transmedia storytelling 
D)  real-time marketing

Question 19

The marketer who is trying to develop favourable attitudes toward his shortbread cookies would find which of these sources most effective in persuading consumers?

Accepted Answer

A)  a celebrity chef 
B)  a sophisticated world traveller 
C)  a supermarket check-out cashier 
D)  an ordinary or "typical" consumer similar to the target audience 
A)  a celebrity chef 
B)  a sophisticated world traveller 
C)  a supermarket check-out cashier 
D)  an ordinary or "typical" consumer similar to the target audience

Question 20

The "Persuasion Knowledge Model" (PKM) suggests that:

Accepted Answer

A)  consumers use their knowledge to exploit agents and persuade them to improve deals. 
B)  marketers exploit knowledge of attitudes to target consumer segments. 
C)  marketers exploit agent knowledge to target sales effectively. 
D)  consumers develop knowledge about persuasion and use this knowledge to obtain the best personal outcome. 
A)  consumers use their knowledge to exploit agents and persuade them to improve deals. 
B)  marketers exploit knowledge of attitudes to target consumer segments. 
C)  marketers exploit agent knowledge to target sales effectively. 
D)  consumers develop knowledge about persuasion and use this knowledge to obtain the best personal outcome.

Briefly explain source credibility.

The Smith Company uses after-sale interviews with its customers to examine how well the customers were served by the sales force and service staff of the company. When the Smith Company follows this procedure, the company is attempting to use feedback as a means to improve communications.

A prestigious luxury car advertiser states that "the loudest thing you'll hear is the ticking of the clock," with the implication that they're working on solving that problem right now. The advertiser is using ________ in the construction of the message.

The elaboration likelihood model (ELM) approach has received a lot of research support. In one typical study, undergraduates were exposed to one of several mock advertisements for Break, a new brand of low-alcohol beer. What three independent variables that were crucial to the ELM were manipulated?

What is meant by the term "second-order response"?

Generally speaking, comparative ads are more effective when:

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

Source ________ relates to consumers' beliefs that a communicator is both competent and willing to provide the information necessary for them to make an adequate evaluation of competing products.

The communications model specifies a number of elements necessary for communication to be achieved. These elements include the message and the medium.

What is the elaboration likelihood model of persuasion? Describe and discuss its features. What are the implications of the ELM for marketing promotions?

The ad named one brand of diapers and compared them with another brand's in terms of "dryness effectiveness." This is an example of comparative advertising.

A car advertiser says its cars are the most expensive within the model class and are not known for their styling, but they have the best safety and quality record of any cars within the model class. What argument is the car advertiser using?

When a company pays a blogger to write about its products in a positive way, this is called a(n):

Identify the major elements of the traditional communications model.

Acme Company began to sell a digital camera called a Column to compete with Canon's digital cameras. In terms of comparative ads, what should be the strategy of both Acme and Canon?

Two versions of the same message, one in visual form, the other in verbal form, elicit different reactions. Pictures are found to be superior in affecting evaluations of utilitarian aspects of the product.

The ________ strategy blends multiple media platforms to unfold messages and integrate social media with real-world experiences over time.

The marketer who is trying to develop favourable attitudes toward his shortbread cookies would find which of these sources most effective in persuading consumers?

The "Persuasion Knowledge Model" (PKM) suggests that:

An Introduction to Consumer Behaviour

Perception

Learning and Memory

Motivation and Affect

The Self

Personality, Lifestyles, and Values

Attitudes

Individual Decision Making

Buying and Disposing

Group Influence and Social Media

Income, Social Class, and Family Structure

Subcultures

Cultural Influences on Consumer Behaviour

The Creation and Diffusion of Culture

Filters

Exam 8: Attitude Change and Interactive Communications

Briefly explain source credibility.

The Smith Company uses after-sale interviews with its customers to examine how well the customers were served by the sales force and service staff of the company. When the Smith Company follows this procedure, the company is attempting to use feedback as a means to improve communications.

A prestigious luxury car advertiser states that "the loudest thing you'll hear is the ticking of the clock," with the implication that they're working on solving that problem right now. The advertiser is using ________ in the construction of the message.

The elaboration likelihood model (ELM) approach has received a lot of research support. In one typical study, undergraduates were exposed to one of several mock advertisements for Break, a new brand of low-alcohol beer. What three independent variables that were crucial to the ELM were manipulated?

What is meant by the term "second-order response"?

Generally speaking, comparative ads are more effective when:

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

Source ________ relates to consumers' beliefs that a communicator is both competent and willing to provide the information necessary for them to make an adequate evaluation of competing products.

The communications model specifies a number of elements necessary for communication to be achieved. These elements include the message and the medium.

What is the elaboration likelihood model of persuasion? Describe and discuss its features. What are the implications of the ELM for marketing promotions?

The ad named one brand of diapers and compared them with another brand's in terms of "dryness effectiveness." This is an example of comparative advertising.

A car advertiser says its cars are the most expensive within the model class and are not known for their styling, but they have the best safety and quality record of any cars within the model class. What argument is the car advertiser using?

When a company pays a blogger to write about its products in a positive way, this is called a(n):

Identify the major elements of the traditional communications model.

Acme Company began to sell a digital camera called a Column to compete with Canon's digital cameras. In terms of comparative ads, what should be the strategy of both Acme and Canon?

Two versions of the same message, one in visual form, the other in verbal form, elicit different reactions. Pictures are found to be superior in affecting evaluations of utilitarian aspects of the product.

The ________ strategy blends multiple media platforms to unfold messages and integrate social media with real-world experiences over time.

The marketer who is trying to develop favourable attitudes toward his shortbread cookies would find which of these sources most effective in persuading consumers?

The "Persuasion Knowledge Model" (PKM) suggests that:

An Introduction to Consumer Behaviour

Perception

Learning and Memory

Motivation and Affect

The Self

Personality, Lifestyles, and Values

Attitudes

Individual Decision Making

Buying and Disposing

Group Influence and Social Media

Income, Social Class, and Family Structure

Subcultures

Cultural Influences on Consumer Behaviour

The Creation and Diffusion of Culture

Filters