Question 1

A key concept of the two-factor theory on the effects of repetition of ads is that:

Accepted Answer

A)  two separate psychological processes are operating when a consumer is repeatedly exposed to an ad. 
B)  the success of repetition in persuasiveness is dependent upon the factors of source credibility and attractiveness. 
C)  consumers are one factor in the success of an ad and the other factor in any given circumstance is largely unknown. 
D)  learning increases as forgetting decreases. 
A)  two separate psychological processes are operating when a consumer is repeatedly exposed to an ad. 
B)  the success of repetition in persuasiveness is dependent upon the factors of source credibility and attractiveness. 
C)  consumers are one factor in the success of an ad and the other factor in any given circumstance is largely unknown. 
D)  learning increases as forgetting decreases.

Question 2

Presenting an ad as if it were a drama, linking the viewer emotionally with a sensation from experiencing use of the product, is termed:

Accepted Answer

A)  a metaphor. 
B)  experiential advertising. 
C)  transformational advertising. 
D)  psychodrama. 
A)  a metaphor. 
B)  experiential advertising. 
C)  transformational advertising. 
D)  psychodrama.

Question 3

Discuss the important elements that influence the persuasiveness of the message.

Accepted Answer

Students could discuss multiple elements

Question 4

In 2006, Sony launched a program in which it hired a person to pretend he was a huge PSP fan. The person created a hip-hop song, a YouTube video, as well as a website dedicated to his love for Sony's PSP (called alliwantforxmasismypsp.com). This is an example of:

Accepted Answer

A)  fraudulent marketing. 
B)  YouTubing. 
C)  sock puppeting. 
D)  podcasting. 
A)  fraudulent marketing. 
B)  YouTubing. 
C)  sock puppeting. 
D)  podcasting.

Question 5

A hot new trend in marketing involves having digital messages designed to blend into the editorial content of the publications in which they appear. This is known as:

Accepted Answer

A)  digitorials. 
B)  an advertorial. 
C)  native advertising. 
D)  consumer co-creation. 
A)  digitorials. 
B)  an advertorial. 
C)  native advertising. 
D)  consumer co-creation.

Question 6

Sometimes where something is said can be as important as what is said.

Accepted Answer

A) True 
 B)False

Question 7

Unless the consumer already has considerable information about a product, a credible source is not persuasive.

Accepted Answer

A) True 
 B)False

Question 8

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 9

In a commercial for Contac cold medicine, a construction worker was shown working hard during a rainstorm. He says he has to take Contac so he can get to work that day, adding "No work, no pay," revealing an anxiety about losing his job. Called the "slice of death" tactic, this is a demonstration of the use of:

Accepted Answer

A)  emotional appeals. 
B)  humorous appeals. 
C)  fear appeals. 
D)  cognitive-avoidance appeals. 
A)  emotional appeals. 
B)  humorous appeals. 
C)  fear appeals. 
D)  cognitive-avoidance appeals.

Question 10

Roy saw the point-of-sale sample of cork flooring at the building supply company. When he got home he went on the Internet to find out more about the product. This is an example of:

Accepted Answer

A)  first-order response. 
B)  second-order response. 
C)  transaction response. 
D)  source credibility. 
A)  first-order response. 
B)  second-order response. 
C)  transaction response. 
D)  source credibility.

Question 11

Many major Super Bowl sponsors have their digital media teams at the ready so that they can leverage opportunities throughout the game. This is known as:

Accepted Answer

A)  noise. 
B)  co-creation. 
C)  media management. 
D)  real-time marketing. 
A)  noise. 
B)  co-creation. 
C)  media management. 
D)  real-time marketing.

Question 12

The marketer or advertiser in the communications model is called the receiver.

Accepted Answer

A) True 
 B)False

Question 13

A match-up hypothesis refers to:

Accepted Answer

A)  ad copy and target market. 
B)  website and retail store. 
C)  celebrity's image and product. 
D)  sender and receiver. 
A)  ad copy and target market. 
B)  website and retail store. 
C)  celebrity's image and product. 
D)  sender and receiver.

Question 14

Tania is the brand manager for a brand of dishwashing powder. Because many people use tablets nowadays she is considering using a refutational argument in her message. Explain what the motivation for this might be and how her message may work.

Accepted Answer

Under the right circumstances, the use o

Question 15

Jason wanted to finely tune the company's message to suit various small groups of consumers. He was looking to:

Accepted Answer

A)  micro-market. 
B)  narrowcast. 
C)  co-creation. 
D)  mini-market. 
A)  micro-market. 
B)  narrowcast. 
C)  co-creation. 
D)  mini-market.

Question 16

Describe the advertising campaign options for a company that wishes to introduce a new face cream for men. Describe what message would need to be developed.

Accepted Answer

The company wants to create an advertisi

A key concept of the two-factor theory on the effects of repetition of ads is that:

Presenting an ad as if it were a drama, linking the viewer emotionally with a sensation from experiencing use of the product, is termed:

Discuss the important elements that influence the persuasiveness of the message.

In 2006, Sony launched a program in which it hired a person to pretend he was a huge PSP fan. The person created a hip-hop song, a YouTube video, as well as a website dedicated to his love for Sony's PSP (called alliwantforxmasismypsp.com). This is an example of:

A hot new trend in marketing involves having digital messages designed to blend into the editorial content of the publications in which they appear. This is known as:

Sometimes where something is said can be as important as what is said.

Unless the consumer already has considerable information about a product, a credible source is not persuasive.

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

Roy saw the point-of-sale sample of cork flooring at the building supply company. When he got home he went on the Internet to find out more about the product. This is an example of:

Many major Super Bowl sponsors have their digital media teams at the ready so that they can leverage opportunities throughout the game. This is known as:

The marketer or advertiser in the communications model is called the receiver.

A match-up hypothesis refers to:

Tania is the brand manager for a brand of dishwashing powder. Because many people use tablets nowadays she is considering using a refutational argument in her message. Explain what the motivation for this might be and how her message may work.

Jason wanted to finely tune the company's message to suit various small groups of consumers. He was looking to:

Describe the advertising campaign options for a company that wishes to introduce a new face cream for men. Describe what message would need to be developed.

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

A key concept of the two-factor theory on the effects of repetition of ads is that:

Presenting an ad as if it were a drama, linking the viewer emotionally with a sensation from experiencing use of the product, is termed:

Discuss the important elements that influence the persuasiveness of the message.

In 2006, Sony launched a program in which it hired a person to pretend he was a huge PSP fan. The person created a hip-hop song, a YouTube video, as well as a website dedicated to his love for Sony's PSP (called alliwantforxmasismypsp.com). This is an example of:

A hot new trend in marketing involves having digital messages designed to blend into the editorial content of the publications in which they appear. This is known as:

Sometimes where something is said can be as important as what is said.

Unless the consumer already has considerable information about a product, a credible source is not persuasive.

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

Roy saw the point-of-sale sample of cork flooring at the building supply company. When he got home he went on the Internet to find out more about the product. This is an example of:

Many major Super Bowl sponsors have their digital media teams at the ready so that they can leverage opportunities throughout the game. This is known as:

The marketer or advertiser in the communications model is called the receiver.

A match-up hypothesis refers to:

Tania is the brand manager for a brand of dishwashing powder. Because many people use tablets nowadays she is considering using a refutational argument in her message. Explain what the motivation for this might be and how her message may work.

Jason wanted to finely tune the company's message to suit various small groups of consumers. He was looking to:

Describe the advertising campaign options for a company that wishes to introduce a new face cream for men. Describe what message would need to be developed.

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