Question 1

If a message is poorly encoded, then it is likely that it will not achieve its desired level of:

Accepted Answer

A)  involvement. 
B)  affect. 
C)  selective exposure. 
D)  comprehension. 
A)  involvement. 
B)  affect. 
C)  selective exposure. 
D)  comprehension. D

Question 2

_____ groups consist of those individuals or groups with whom a person does not have direct face-to-face contact, such as movie stars, sports heroes, political leaders and TV personalities.

Accepted Answer

A)  Direct reference 
B)  Indirect reference 
C)  Comparative 
D)  Normative 
A)  Direct reference 
B)  Indirect reference 
C)  Comparative 
D)  Normative B

Question 3

Marketers are interested in reference groups that have the ability to encourage others to conform. To be able to influence others, a reference group must accomplish four things; what are they? In what situation might marketers encourage non-conformity?

Accepted Answer

Some marketers, especially market leaders, are interested in the ability of reference groups to change consumer attitudes and behaviour by encouraging conformity. To be capable of such influence, a reference group must accomplish the following:
1. Inform, or make the individual aware of the specific product or brand.
2. Provide the individual with the opportunity to compare his or her own thinking with the attitudes and behaviour of the group.
3. Influence the individual to adopt attitudes and behaviour that are consistent with the norms of the group.
4. Legitimise the decision to use the same product as the group.
In contrast, marketers, especially with a new brand or one that is not the market leader, may appeal to consumers to behave differently from the crowd (i.e. not conform). In reality, the non-conformity appeal can be thought of as a request to shift one's reference (attitudes or behaviour) from one grouping (brand A users) to another reference (non-A users or brand B users).

Question 4

What are some of the factors to consider when using celebrity endorsers and spokespersons for advertising communications? What are the advantages and possible risks of using a celebrity endorser or spokesperson?

Accepted Answer

Factors to be considered in selecting ce

Question 5

Consumers who adopt the products and services used by the rich and famous can be described as being part of which type of reference group?

Accepted Answer

A)  Contactual reference group. 
B)  Disclaimant reference group. 
C)  Aspirational reference group. 
D)  Adoptive reference group. 
A)  Contactual reference group. 
B)  Disclaimant reference group. 
C)  Aspirational reference group. 
D)  Adoptive reference group.

Question 6

Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message's exposure and influence.

Accepted Answer

A) True 
 B)False

Question 7

An unpleasant advertisement that saturates the media and antagonises listeners has been identified as:

Accepted Answer

A)  pain-oriented advertising. 
B)  antagonistic advertising. 
C)  agony advertising. 
D)  abrasive advertising. 
A)  pain-oriented advertising. 
B)  antagonistic advertising. 
C)  agony advertising. 
D)  abrasive advertising.

Question 8

All of the following are considered primary communications objectives except:

Accepted Answer

A)  creating awareness of the product or service. 
B)  discouraging certain practices. 
C)  reducing post-purchase dissonance. 
D)  including a feedback mechanism. 
A)  creating awareness of the product or service. 
B)  discouraging certain practices. 
C)  reducing post-purchase dissonance. 
D)  including a feedback mechanism.

Question 9

Advanced Health Studios notes in their advertising that at the conclusion of a 12-month clinical test, half the men using the product experienced modest to dense hair regrowth, and the rest had either minimal regrowth or no growth at all. This _____ strategy enhances the credibility of the message.

Accepted Answer

A)  two-sided message 
B)  message framing 
C)  advertising resonance 
D)  comparative advertising 
A)  two-sided message 
B)  message framing 
C)  advertising resonance 
D)  comparative advertising

Question 10

Wholesalers, distributors and retailers are examples of _____ audiences.

Accepted Answer

A)  unintended 
B)  target 
C)  intermediary 
D)  consumer 
A)  unintended 
B)  target 
C)  intermediary 
D)  consumer

Question 11

Research in the United States has revealed that order has a stronger effect on the recall of _____ messages than _____ messages.

Accepted Answer

A)  audio; visual 
B)  visual; audio 
C)  two-sided; one-sided 
D)  none of the above 
A)  audio; visual 
B)  visual; audio 
C)  two-sided; one-sided 
D)  none of the above

Question 12

Your comparative reference groups consist of your immediate family.

Accepted Answer

A) True 
 B)False

Question 13

______ is an important factor in learning. It also increases the likelihood that the brand will be included in the consumer's consideration set.

Accepted Answer

A)  Order of the ad 
B)  Recall 
C)  Repetition 
D)  A two-sided argument 
A)  Order of the ad 
B)  Recall 
C)  Repetition 
D)  A two-sided argument

Question 14

Which of the following sources is considered the most persuasive form of communication?

Accepted Answer

A)  Formal sources. 
B)  Not-for-profit organisations. 
C)  A parent. 
D)  Word-of-mouth. 
A)  Formal sources. 
B)  Not-for-profit organisations. 
C)  A parent. 
D)  Word-of-mouth.

Question 15

An individual who has first-hand experience with a product or service is more likely to be influenced by the advice or example of others.

Accepted Answer

A) True 
 B)False

Question 16

Once an opinion leader, always an opinion leader, in any other product category.

Accepted Answer

A) True 
 B)False

Question 17

Sex in advertising has an attention-grabbing value and will always encourage positive consumption behaviour.

Accepted Answer

A) True 
 B)False

Question 18

One reason informal sources are considered credible is because:

Accepted Answer

A)  they usually know most about products. 
B)  they speak out of personal experience. 
C)  they have no direct gain from recommending a product. 
D)  all of the above. 
A)  they usually know most about products. 
B)  they speak out of personal experience. 
C)  they have no direct gain from recommending a product. 
D)  all of the above.

Question 19

The definition of ______ is the transmission of a message from a sender to a receiver via a medium of some sort.

Accepted Answer

A)  stimuli 
B)  communication 
C)  feedback 
D)  the sender 
A)  stimuli 
B)  communication 
C)  feedback 
D)  the sender

Question 20

Which of the following factors is most important in contributing to credibility of a source?

Accepted Answer

A)  The effectiveness of the source. 
B)  The attractiveness of the source. 
C)  The perceived intentions of the source. 
D)  How well respected the source is. 
A)  The effectiveness of the source. 
B)  The attractiveness of the source. 
C)  The perceived intentions of the source. 
D)  How well respected the source is.

If a message is poorly encoded, then it is likely that it will not achieve its desired level of:

_____ groups consist of those individuals or groups with whom a person does not have direct face-to-face contact, such as movie stars, sports heroes, political leaders and TV personalities.

Marketers are interested in reference groups that have the ability to encourage others to conform. To be able to influence others, a reference group must accomplish four things; what are they? In what situation might marketers encourage non-conformity?

What are some of the factors to consider when using celebrity endorsers and spokespersons for advertising communications? What are the advantages and possible risks of using a celebrity endorser or spokesperson?

Consumers who adopt the products and services used by the rich and famous can be described as being part of which type of reference group?

Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message's exposure and influence.

An unpleasant advertisement that saturates the media and antagonises listeners has been identified as:

All of the following are considered primary communications objectives except:

Advanced Health Studios notes in their advertising that at the conclusion of a 12-month clinical test, half the men using the product experienced modest to dense hair regrowth, and the rest had either minimal regrowth or no growth at all. This _____ strategy enhances the credibility of the message.

Wholesalers, distributors and retailers are examples of _____ audiences.

Research in the United States has revealed that order has a stronger effect on the recall of _ messages than _ messages.

Your comparative reference groups consist of your immediate family.

______ is an important factor in learning. It also increases the likelihood that the brand will be included in the consumer's consideration set.

Which of the following sources is considered the most persuasive form of communication?

An individual who has first-hand experience with a product or service is more likely to be influenced by the advice or example of others.

Once an opinion leader, always an opinion leader, in any other product category.

Sex in advertising has an attention-grabbing value and will always encourage positive consumption behaviour.

One reason informal sources are considered credible is because:

The definition of ______ is the transmission of a message from a sender to a receiver via a medium of some sort.

Which of the following factors is most important in contributing to credibility of a source?

The foundations of consumer behaviour

Market segmentation: segmenting, targeting and positioning for diverse

Consumer needs and motivation

Personality and self-concept

Consumer perception

Consumer learning and involvement

Consumer attitudes—attitude development and change

The family

Social class and consumer behaviour

The influence of culture on consumer behaviour

Subcultural aspects of consumer behaviour

Cross-cultural consumer behaviour: An international perspective

Decision making

Consumer influence and diffusion of innovations

Public policy and consumer protection

Filters

Exam 8: Social influences on consumer behaviour

If a message is poorly encoded, then it is likely that it will not achieve its desired level of:

_____ groups consist of those individuals or groups with whom a person does not have direct face-to-face contact, such as movie stars, sports heroes, political leaders and TV personalities.

Marketers are interested in reference groups that have the ability to encourage others to conform. To be able to influence others, a reference group must accomplish four things; what are they? In what situation might marketers encourage non-conformity?

What are some of the factors to consider when using celebrity endorsers and spokespersons for advertising communications? What are the advantages and possible risks of using a celebrity endorser or spokesperson?

Consumers who adopt the products and services used by the rich and famous can be described as being part of which type of reference group?

Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message's exposure and influence.

An unpleasant advertisement that saturates the media and antagonises listeners has been identified as:

All of the following are considered primary communications objectives except:

Advanced Health Studios notes in their advertising that at the conclusion of a 12-month clinical test, half the men using the product experienced modest to dense hair regrowth, and the rest had either minimal regrowth or no growth at all. This _____ strategy enhances the credibility of the message.

Wholesalers, distributors and retailers are examples of _____ audiences.

Research in the United States has revealed that order has a stronger effect on the recall of _____ messages than _____ messages.

Your comparative reference groups consist of your immediate family.

______ is an important factor in learning. It also increases the likelihood that the brand will be included in the consumer's consideration set.

Which of the following sources is considered the most persuasive form of communication?

An individual who has first-hand experience with a product or service is more likely to be influenced by the advice or example of others.

Once an opinion leader, always an opinion leader, in any other product category.

Sex in advertising has an attention-grabbing value and will always encourage positive consumption behaviour.

One reason informal sources are considered credible is because:

The definition of ______ is the transmission of a message from a sender to a receiver via a medium of some sort.

Which of the following factors is most important in contributing to credibility of a source?

The foundations of consumer behaviour

Market segmentation: segmenting, targeting and positioning for diverse

Consumer needs and motivation

Personality and self-concept

Consumer perception

Consumer learning and involvement

Consumer attitudes—attitude development and change

The family

Social class and consumer behaviour

The influence of culture on consumer behaviour

Subcultural aspects of consumer behaviour

Cross-cultural consumer behaviour: An international perspective

Decision making

Consumer influence and diffusion of innovations

Public policy and consumer protection

Filters

Research in the United States has revealed that order has a stronger effect on the recall of _ messages than _ messages.