Question 1

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

Accepted Answer

The popular strategy known as permission

Question 2

Explain briefly how generalized suspicion may have a negative impact on brand reputation.

Accepted Answer

Research has found that suspicion induce

Question 3

In 2006,Sony launched a program in which it hired a person to pretend he was a huge PSP fan.The person made a hip-hop song with 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 4

Explain the uses and gratifications theory.

Accepted Answer

Proponents of uses and gratifications th

Question 5

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

Accepted Answer

This is due to perceived exper

Question 6

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

Accepted Answer

A)  showing the convenience of using the product 
B)  showing an actor playing the role of an ordinary person 
C)  demonstrating tangible results (e.g., bouncy hair) 
D)  graphic displays 
A)  showing the convenience of using the product 
B)  showing an actor playing the role of an ordinary person 
C)  demonstrating tangible results (e.g., bouncy hair) 
D)  graphic displays

Question 7

When Prime Minister Stephen Harper speaks about interest rates,people listen.This principle is known as:

Accepted Answer

A)  politicization. 
B)  puffery. 
C)  authority. 
D)  consistency. 
A)  politicization. 
B)  puffery. 
C)  authority. 
D)  consistency.

Question 8

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:

Accepted Answer

A)  habituation. 
B)  advertising fatigue. 
C)  exposure wear-out. 
D)  advertising wearout. 
A)  habituation. 
B)  advertising fatigue. 
C)  exposure wear-out. 
D)  advertising wearout.

Question 9

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 10

The ad named one brand of diapers and compared them with another brand's in terms of "dryness effectiveness." This is an example of comparable advertising.

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

A)  avoid asking to keep from being embarrassed. 
B)  are more persuaded by an attractive source. 
C)  reflect cheerfully and then decide. 
D)  consult a communicative interactive model. 
A)  avoid asking to keep from being embarrassed. 
B)  are more persuaded by an attractive source. 
C)  reflect cheerfully and then decide. 
D)  consult a communicative interactive model.

Question 12

All of the following are true about the Frankfurt School theorists,EXCEPT:

Accepted Answer

A)  the receiver is a passive "couch potato." 
B)  a message is perishable. 
C)  this school dominated mass communications in the latter half of the 20th century. 
D)  advertising is the process of transferring information to the buyer before the sale. 
A)  the receiver is a passive "couch potato." 
B)  a message is perishable. 
C)  this school dominated mass communications in the latter half of the 20th century. 
D)  advertising is the process of transferring information to the buyer before the sale.

Question 13

If John Holmes from the TV show Holmes on Homes were hired as a spokesperson for an electric power tool firm,he most likely would have "star power" due to a/an:

Accepted Answer

A)  representation of celebrity displacement. 
B)  allegiance with the firm. 
C)  allowance for being amateurish. 
D)  symbolization of home handyman. 
A)  representation of celebrity displacement. 
B)  allegiance with the firm. 
C)  allowance for being amateurish. 
D)  symbolization of home handyman.

Question 14

Identify the major elements of the traditional communications model.

Accepted Answer

Marketers and advertisers have tradition

Question 15

A criminal could serve as a spokesperson for a firm because:

Accepted Answer

A)  knowledge bias is high. 
B)  people would like to give others a second chance. 
C)  he or hse may be knowledgeable about the topic. 
D)  source bias is present. 
A)  knowledge bias is high. 
B)  people would like to give others a second chance. 
C)  he or hse may be knowledgeable about the topic. 
D)  source bias is present.

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

Company Acme 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?

Accepted Answer

A)  Acme should avoid comparative ads, and so should Canon. 
B)  Acme should avoid comparative ads, but Canon should use comparative ads. 
C)  Acme should compare its camera with Canon's, but Canon should not use comparative ads. 
D)  Both Cannon and Acme should use comparative ads. 
A)  Acme should avoid comparative ads, and so should Canon. 
B)  Acme should avoid comparative ads, but Canon should use comparative ads. 
C)  Acme should compare its camera with Canon's, but Canon should not use comparative ads. 
D)  Both Cannon and Acme should use comparative ads.

Question 19

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

Accepted Answer

A)  reporting bias. 
B)  source credibility. 
C)  source attractiveness. 
D)  source bias. 
A)  reporting bias. 
B)  source credibility. 
C)  source attractiveness. 
D)  source bias.

Question 20

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 of

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

Explain briefly how generalized suspicion may have a negative impact on brand reputation.

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

Explain the uses and gratifications theory.

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

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

When Prime Minister Stephen Harper speaks about interest rates,people listen.This principle is known as:

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:

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

The ad named one brand of diapers and compared them with another brand's in terms of "dryness effectiveness." This is an example of comparable advertising.

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

All of the following are true about the Frankfurt School theorists,EXCEPT:

If John Holmes from the TV show Holmes on Homes were hired as a spokesperson for an electric power tool firm,he most likely would have "star power" due to a/an:

Identify the major elements of the traditional communications model.

A criminal could serve as a spokesperson for a firm because:

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

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

Company Acme 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 top American politician appears in an ad for Viagra.This is an example of:

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.

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

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

Explain briefly how generalized suspicion may have a negative impact on brand reputation.

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

Explain the uses and gratifications theory.

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

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

When Prime Minister Stephen Harper speaks about interest rates,people listen.This principle is known as:

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:

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

The ad named one brand of diapers and compared them with another brand's in terms of "dryness effectiveness." This is an example of comparable advertising.

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

All of the following are true about the Frankfurt School theorists,EXCEPT:

If John Holmes from the TV show Holmes on Homes were hired as a spokesperson for an electric power tool firm,he most likely would have "star power" due to a/an:

Identify the major elements of the traditional communications model.

A criminal could serve as a spokesperson for a firm because:

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

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

Company Acme 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 top American politician appears in an ad for Viagra.This is an example of:

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.

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