Exam 8: Attitude Change and Interactive Communications

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?

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Question 1

Correct Answer:

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A former well-liked American politician appears in an ad for Viagra. This is an example of:

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Question 2

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How does the Persuasion Knowledge Model (PKM)view the exchange between consumer and persuasion agent?

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Question 3

Correct Answer:

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The Persuasion Knowledge Model (PKM)suggests that consumers develop knowledge about persuasion and use this knowledge to "cope" with or deal with persuasive attempts. This model views the exchange between the consumer and the persuasion agent as a two-way interaction,in which both the consumer and the agent have their own goals. The model also suggests that the target has three types of knowledge: topic knowledge (i.e.,specific knowledge related to the issue at hand),agent knowledge (i.e.,knowledge about the source of the persuasion),and persuasion knowledge (i.e.,knowledge about the persuasive tactics and techniques being used).

Due to the difficulty of making persuasive communications effective,"experts" are used as spokespeople for utilitarian products that have a high performance risk.

(True/False)

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Question 4

Explain how mere exposure and advertising wearout intersect.

(Essay)

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Question 5

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

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Question 6

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:

(Multiple Choice)

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Question 7

Once a marketing message is received,the consumer begins to process it. Depending upon how personally involving the information is to the consumer,the consumer will follow one of two routes to persuasion,according to the:

(Multiple Choice)

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Question 8

Generally speaking,comparative ads are more effective when:

(Multiple Choice)

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Question 9

Humour in advertising can be tricky. Why? What are the positives of using humour in advertising?

(Essay)

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Question 10

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.

(True/False)

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Question 11

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

(Multiple Choice)

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Question 12

If a marketing communications source has accurate knowledge about a product but does not seem to convey that information willingly and in full faith,the source is thought to be exhibiting a(n):

(Multiple Choice)

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Question 13

Marketers want to use experts,such as medical doctors,because they would seem to be effective at changing attitudes toward utilitarian products such as headache pills or liniments. Viewers who trust them realize the products have ________ and need reassurance that they will work.

(Multiple Choice)

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Question 14

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:

(Multiple Choice)

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Question 15

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

(Essay)

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Question 16

Consumers' beliefs about a product are affected by information they receive through marketing communications. When the communicator's knowledge about the topic is judged to be inaccurate,the source is said to have:

(Multiple Choice)

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Question 17

Erika wanted her roommates to wash their own dishes and clean up in the kitchen when their turn came. Everyone in the apartment had the stomach flu at least once in the last two weeks and Erika thought she was coming down with it again. She was convinced that if the apartment were cleaner,she could stay healthier. What type of message would be most effective for Erika to persuade her roommates?

(Multiple Choice)

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Question 18

How might different sources be used to market different products?

(Essay)

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Question 19

CNN News tends to be more persuasive than other sources such as TMZ. Why?

(Essay)

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Question 20

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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?

A former well-liked American politician appears in an ad for Viagra. This is an example of:

How does the Persuasion Knowledge Model (PKM)view the exchange between consumer and persuasion agent?

Due to the difficulty of making persuasive communications effective,"experts" are used as spokespeople for utilitarian products that have a high performance risk.

Explain how mere exposure and advertising wearout intersect.

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

Once a marketing message is received,the consumer begins to process it. Depending upon how personally involving the information is to the consumer,the consumer will follow one of two routes to persuasion,according to the:

Generally speaking,comparative ads are more effective when:

Humour in advertising can be tricky. Why? What are the positives of using humour in advertising?

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.

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

If a marketing communications source has accurate knowledge about a product but does not seem to convey that information willingly and in full faith,the source is thought to be exhibiting a(n):

Marketers want to use experts,such as medical doctors,because they would seem to be effective at changing attitudes toward utilitarian products such as headache pills or liniments. Viewers who trust them realize the products have ________ and need reassurance that they will work.

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:

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

Consumers' beliefs about a product are affected by information they receive through marketing communications. When the communicator's knowledge about the topic is judged to be inaccurate,the source is said to have:

How might different sources be used to market different products?

CNN News tends to be more persuasive than other sources such as TMZ. Why?

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