Exam 8: Attitude Change and Interactive Communications

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

Explain how Wikipedia is vulnerable to sock puppeting.

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

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

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

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:

Laura needed to reposition her company's product within the mind of the consumers. They do not seem to see any difference within the product category. The best appeal to use when consumers do not find many differences is a(n)________ appeal.

What element is missing from the traditional communications model?

Dan is assisting with the promotion for an herbal supplier who has a new product that the developer believes will help people lose weight. Dan is reluctant to promote the new product directly,but attempts to create a lot of buzz within the industry through secondary sources so it does not look like he's trying too hard. What is Dan trying to avoid?

Compare and contrast the uses of emotional appeals,such as sex,humour,and fear,in advertising. What are the strengths and weaknesses of each?

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

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

When the Bank of Canada speaks about interest rates,people listen. This principle is known as:

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

In a Pepsi ad,the visual was a picture of a crumpled Pepsi bottle cap lying on the sand. The headline was,"This year,hit the beach topless." This was an example of the use of:

People who tend to be sensitive about the opinions of others:

Two key characteristics of the source for persuasive purposes in marketing communications are:

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:

Microsoft is actively considering hiring Sidney Crosby as a spokesperson for its network software division. Comment on this situation.

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.