Exam 8: Attitude Change and Interactive Communications

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

Public hearings are being held to discuss whether a new nuclear power plant should be built.An expert on nuclear plants testifies that modern safeguards make the plant secure from dangerous accidents.A local woman speaks and states that she knows nothing about nuclear power,but the idea of having a plant close by frightens her and her children.Which of the two parties has the most immediate ability to change attitudes of the audience? What will happen over time?

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

Unless the consumer already has considerable information about a product,a credible source is not persuasive.

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

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:

In a major study of factors that determine if commercials would be persuasive,it was found that the single most important factor was whether the communication contained a message that stressed a unique benefit or product feature.

Recall of "thinking" ads is higher than that for "feeling" ads because conventional measures of advertising effectiveness (such as "day-after-recall tests")are oriented toward cognitive responses and do not adequately assess the cumulative effects of emotional ads.

How might different sources be used to market different products?

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.

What do proponents of the uses and gratifications theory argue?

The uses and gratifications approach to communications recognizes that:

Briefly explain source credibility.

Source ________ relates to consumers' beliefs that a communicator is both competent and willing to provide the information necessary for them to make an adequate evaluation of competing products.

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

A marketing study found that respondents believed that a dark-haired model would be more effective in selling gold jewelry than would a blond-haired model,if the dark-haired model were not perceived to be ethnic.What two ideas of using celebrities as communication sources are most likely to be in play here?

Roy saw the point-of-sale sample of cork flooring at the building supply company.When he got home he went on the Internet to find out more about the product.This is an example of:

Messages in verbal form (print ad copy)are more appropriate for high-involvement situations because of all of the following,EXCEPT:

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/an:

Scott found that the use of a 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?