Exam 8: Attitude Change and Interactive Communications

When Ashley enters the car lot to look at used cars,she draws upon her knowledge that car salespeople often use "hard-sell" techniques and she raises her guard in order to defend herself from a persuasion attempt.This is consistent with:

In preparing ads,the use of supportive arguments only is typical of a ________ argument approach to advertising.

If a well-known bank robber endorsed a burglar alarm system in a commercial,consumers would be persuaded more favourably because of his presumed credible knowledge than turned off by his former criminal activity.

When Lush polls its customers regarding what new scent of bath bomb should be released,this is an example of:

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:

Distinguish between knowledge bias and reporting bias.

The traditional communications model is ordered:

All of the following identify when fear appeals are most effective,EXCEPT when:

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

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

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?

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

A match-up hypothesis refers to:

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

The marketer who is trying to develop favourable attitudes towards his graham-cracker cookies would find which of these sources most effective in persuading consumers?

When the consumer interacts with the marketer to influence the product,service,or outcome that is created.this is called:

Two key characteristics of a source (such as an announcer or featured individual in an ad)for persuasive purposes in marketing communications are:

Sex appeals in marketing messages can do all of the following,EXCEPT:

Discuss the importance of the erosion of the passive consumer,and its ramifications for marketers today.

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.