Exam 8: Attitude Change and Interactive Communications

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.

The halo effect can be explained in terms of the consistency principle.

Describe the tactical communications options for a company that wishes to introduce a new face cream for men.

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

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

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?

Many ads take the form of a(n)________,in which an explicit comparison is made.

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.

When advertising a water filter,the advertiser limited the amount of exposure per repetition and slightly varied the setting of the ads. This overcame the problem of:

Compare and contrast hype versus buzz. Which would you like to encourage as a marketer?

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?

Briefly explain source credibility.

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

In research studies,recall has been found to be higher for "thinking" ads than for "feeling" ads. One reason for this finding is that:

If we assume that a source who is beautiful also rates highly on other dimensions,we are making an assumption called:

Explain some of the situations in which rebellious or deviant celebrities can be an asset to a brand.

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?

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

Dale feels an obligation to respond to a charity appeal after receiving a gift of a t-shirt. Explain the persuasion principle being used here.

The more an item is available,the more attractive it becomes.