Deck 8: Attitude Change and Interactive Communications
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Deck 8: Attitude Change and Interactive Communications
1
A central goal of many marketing communications is an active attempt to change a person's attitude, an action called:
A) persuasion.
B) selling.
C) promotion.
D) conversion.
A) persuasion.
B) selling.
C) promotion.
D) conversion.
A
2
The "Persuasion Knowledge Model" (PKM) suggests that:
A) consumers use their knowledge to exploit agents and persuade them to improve deals.
B) marketers exploit knowledge of attitudes to target consumer segments.
C) marketers exploit agent knowledge to target sales effectively.
D) consumers develop knowledge about persuasion and use this knowledge to obtain the best personal outcome.
A) consumers use their knowledge to exploit agents and persuade them to improve deals.
B) marketers exploit knowledge of attitudes to target consumer segments.
C) marketers exploit agent knowledge to target sales effectively.
D) consumers develop knowledge about persuasion and use this knowledge to obtain the best personal outcome.
D
3
Not-for-profit organizations need to delicately balance the positive returns people get from helping to raise money for the organization's needs, and the fact that they need to suffer a bit for the cause. This is called:
A) balance for performance.
B) interactions theory.
C) active reciprocity theory.
D) the martyrdom effect.
A) balance for performance.
B) interactions theory.
C) active reciprocity theory.
D) the martyrdom effect.
D
4
The marketer or advertiser in the communications model is called the receiver.
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5
Jason wanted to finely tune the company's message to suit various small groups of consumers. He was looking to:
A) micro-market.
B) narrowcast.
C) co-creation.
D) mini-market.
A) micro-market.
B) narrowcast.
C) co-creation.
D) mini-market.
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6
If Harley-Davidson only produces enough motorcycles to satisfy 70% of market demand, they are appealing to a psychological principle known as:
A) scarcity.
B) denial.
C) authority.
D) consensus.
A) scarcity.
B) denial.
C) authority.
D) consensus.
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7
Sometimes where something is said can be as important as what is said.
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8
Research shows that people have been shown to be more giving after they have received something.
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9
The communications model specifies a number of elements necessary for communication to be achieved. These elements include the message and the medium.
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10
The ________ strategy blends multiple media platforms to unfold messages and integrate social media with real-world experiences over time.
A) co-creation
B) multi-message media
C) transmedia storytelling
D) real-time marketing
A) co-creation
B) multi-message media
C) transmedia storytelling
D) real-time marketing
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11
The more an item is available, the more attractive it becomes.
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12
The traditional communications model is ordered:
A) source, medium, receiver, feedback.
B) source, feedback, receiver, re-send.
C) source, medium, receiver, feedback, re-send.
D) source, message, medium, receiver, feedback.
A) source, medium, receiver, feedback.
B) source, feedback, receiver, re-send.
C) source, medium, receiver, feedback, re-send.
D) source, message, medium, receiver, feedback.
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13
________ occurs when the consumer interacts with the marketer to influence the product, service, or outcome that is created.
A) Co-blogging
B) Transitional archiving
C) Permission marketing
D) Customer co-creation
A) Co-blogging
B) Transitional archiving
C) Permission marketing
D) Customer co-creation
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14
Many major Super Bowl sponsors have their digital media teams at the ready so that they can leverage opportunities throughout the game. This is known as:
A) noise.
B) co-creation.
C) media management.
D) real-time marketing.
A) noise.
B) co-creation.
C) media management.
D) real-time marketing.
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15
When the Bank of Canada speaks about interest rates, people listen. This principle is known as:
A) politicization.
B) puffery.
C) authority.
D) consistency.
A) politicization.
B) puffery.
C) authority.
D) consistency.
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16
When Ashley enters the used car lot to look for her next car, she draws upon the 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:
A) the Persuasion Knowledge Model.
B) a dual process model.
C) the existence of a sleeper effect.
D) the theory of cognitive dissonance.
A) the Persuasion Knowledge Model.
B) a dual process model.
C) the existence of a sleeper effect.
D) the theory of cognitive dissonance.
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17
When Lush polls its customers regarding what new scent of bath oil should be released, this is an example of:
A) customer co-creation.
B) content sourcing.
C) crowd funding.
D) permission marketing.
A) customer co-creation.
B) content sourcing.
C) crowd funding.
D) permission marketing.
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18
Facebook, Twitter, and LinkedIn are all examples of:
A) content sourcing.
B) social media.
C) crowd funding.
D) permission marketing.
A) content sourcing.
B) social media.
C) crowd funding.
D) permission marketing.
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19
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:
A) first-order response.
B) second-order response.
C) transaction response.
D) source credibility.
A) first-order response.
B) second-order response.
C) transaction response.
D) source credibility.
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20
When Ford Canada includes a free oil change at your local dealership for filling out a research survey, this is called:
A) manipulation.
B) authority.
C) co-operation.
D) reciprocity.
A) manipulation.
B) authority.
C) co-operation.
D) reciprocity.
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21
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.
A) honesty
B) Z factor
C) credibility
D) attractiveness
A) honesty
B) Z factor
C) credibility
D) attractiveness
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22
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.
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23
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.
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24
Describe the advertising campaign options for a company that wishes to introduce a new face cream for men. Describe what message would need to be developed.
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25
A hot new trend in marketing involves having digital messages designed to blend into the editorial content of the publications in which they appear. This is known as:
A) digitorials.
B) an advertorial.
C) native advertising.
D) consumer co-creation.
A) digitorials.
B) an advertorial.
C) native advertising.
D) consumer co-creation.
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26
What is permission marketing? Explain why it may or may not be necessary.
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27
Why are limited edition items appealing to consumers?
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28
What element is missing from the traditional communications model?
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29
What is meant by the term "first-order response"?
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30
After studying the IKEA catalogue, Lee phoned and placed an order for a new table. This is an example of a first-order response.
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31
Two key characteristics of the source for persuasive purposes in marketing communications are:
A) credibility and experience.
B) credibility and attractiveness.
C) attractiveness and experience.
D) Q rating and believability.
A) credibility and experience.
B) credibility and attractiveness.
C) attractiveness and experience.
D) Q rating and believability.
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32
What is customer co-creation? Give an example.
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33
The marketer who is trying to develop favourable attitudes toward his shortbread cookies would find which of these sources most effective in persuading consumers?
A) a celebrity chef
B) a sophisticated world traveller
C) a supermarket check-out cashier
D) an ordinary or "typical" consumer similar to the target audience
A) a celebrity chef
B) a sophisticated world traveller
C) a supermarket check-out cashier
D) an ordinary or "typical" consumer similar to the target audience
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34
Marketers want to use experts, such as medical doctors, because they would seem to be effective at changing attitudes toward utilitarian products such as headache pills or liniments. Viewers who trust them realize the products have ________ and need reassurance that they will work.
A) low credibility risk
B) high social risk
C) high performance risk
D) low knowledge bias
A) low credibility risk
B) high social risk
C) high performance risk
D) low knowledge bias
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35
People who tend to be sensitive about the opinions of others:
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.
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36
Identify the major elements of the traditional communications model.
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37
What is meant by the term "second-order response"?
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38
One of the drawbacks of using a celebrity endorser is:
A) that they are more costly.
B) their motives may be suspect.
C) viewers' recall is lower.
D) they are geographically limiting.
A) that they are more costly.
B) their motives may be suspect.
C) viewers' recall is lower.
D) they are geographically limiting.
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39
CNN News tends to be more persuasive than other sources such as TMZ. Why?
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40
How does the Persuasion Knowledge Model (PKM) view the exchange between consumer and persuasion agent?
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41
In 2006, Sony launched a program in which it hired a person to pretend he was a huge PSP fan. The person created a hip-hop song, a YouTube video, as well as a website dedicated to his love for Sony's PSP (called alliwantforxmasismypsp.com). This is an example of:
A) fraudulent marketing.
B) YouTubing.
C) sock puppeting.
D) podcasting.
A) fraudulent marketing.
B) YouTubing.
C) sock puppeting.
D) podcasting.
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42
A match-up hypothesis refers to:
A) ad copy and target market.
B) website and retail store.
C) celebrity's image and product.
D) sender and receiver.
A) ad copy and target market.
B) website and retail store.
C) celebrity's image and product.
D) sender and receiver.
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43
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.
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44
Consumers' beliefs about a product are affected by information they receive through marketing communications. When the communicator's knowledge about the topic is judged to be inaccurate, the source is said to have:
A) marketing deficiency.
B) knowledge bias.
C) knowledge gap.
D) reporting bias.
A) marketing deficiency.
B) knowledge bias.
C) knowledge gap.
D) reporting bias.
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45
While source effects can be dramatic, they only apply to a limited number of special message conditions.
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46
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:
A) ethical malpractice.
B) market manipulation.
C) creating a stealth campaign.
D) caveat emptor.
A) ethical malpractice.
B) market manipulation.
C) creating a stealth campaign.
D) caveat emptor.
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47
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?
A) a clean air campaign
B) a public service promotion countering negative feelings about minorities
C) a computer program designed to help elementary school children learn science
D) an anti-smoking advertisement that illustrates the symptoms of emphysema
A) a clean air campaign
B) a public service promotion countering negative feelings about minorities
C) a computer program designed to help elementary school children learn science
D) an anti-smoking advertisement that illustrates the symptoms of emphysema
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48
The ________ is said to have occurred when consumers appear to "forget" that they had disliked a message source, yet over time the message got across, effectively changing their attitudes toward a product.
A) misattribution effect
B) delayed-response effect
C) sleeper effect
D) negative disassociation
A) misattribution effect
B) delayed-response effect
C) sleeper effect
D) negative disassociation
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49
If John Holmes from the TV show Holmes on Homes were hired as a spokesperson for an electric power tool manufacturer, he most likely would have "star power" due to:
A) a representation of celebrity displacement.
B) an allegiance with the firm.
C) an allowance for being amateurish.
D) the match-up hypothesis.
A) a representation of celebrity displacement.
B) an allegiance with the firm.
C) an allowance for being amateurish.
D) the match-up hypothesis.
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50
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(n):
A) intrinsic contradiction.
B) credibility paradox.
C) knowledge bias.
D) reporting bias.
A) intrinsic contradiction.
B) credibility paradox.
C) knowledge bias.
D) reporting bias.
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51
What is meant by the term "sock puppeting"? Give an example.
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52
When a company pays a blogger to write about its products in a positive way, this is called a(n):
A) social media mavenry program.
B) paid influencer program.
C) online front program.
D) manipulative media program.
A) social media mavenry program.
B) paid influencer program.
C) online front program.
D) manipulative media program.
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53
The halo effect can be explained in terms of the consistency principle.
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54
Dan is assisting with the promotion for an herbal supplier who has a new product that the developer believes will help people lose weight. Dan is reluctant to promote the new product directly, but attempts to create a lot of buzz within the industry through secondary sources so it does not look like he's trying too hard. What is Dan trying to avoid?
A) the sleeper effect
B) the fact that if people really heard from the source and knew where his product came from, they would not be interested in it
C) the negative spin created under the uses and gratification theory
D) the corporate paradox
A) the sleeper effect
B) the fact that if people really heard from the source and knew where his product came from, they would not be interested in it
C) the negative spin created under the uses and gratification theory
D) the corporate paradox
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55
Doctors may get grants from drug companies and present papers reporting on the benefits of the companies' drugs. This is an example of knowledge bias.
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56
If we assume that a source who is beautiful also rates highly on other dimensions, we are making an assumption called:
A) associative-cluster effect.
B) halo effect.
C) leniency tendency.
D) appearance bias.
A) associative-cluster effect.
B) halo effect.
C) leniency tendency.
D) appearance bias.
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57
A former well-liked American politician appears in an ad for Viagra. This is an example of:
A) reporting bias.
B) source credibility.
C) source attractiveness.
D) source bias.
A) reporting bias.
B) source credibility.
C) source attractiveness.
D) source bias.
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58
Unless the consumer already has considerable information about a product, a credible source is not persuasive.
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59
Due to the difficulty of making persuasive communications effective, "experts" are used as spokespeople for utilitarian products that have a high performance risk.
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60
The main difference between buzz and hype is that hype is seen as authentic.
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61
Laura needed to reposition her company's product within the mind of the consumers. They do not seem to see any difference within the product category. The best appeal to use when consumers do not find many differences is a(n) ________ appeal.
A) sex
B) emotional
C) rational
D) fear
A) sex
B) emotional
C) rational
D) fear
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62
Distinguish between knowledge bias and reporting bias.
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63
Briefly explain source credibility.
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64
The tendency for consumers to like things, including products, simply because they are more familiar to them is called the:
A) mere exposure effect.
B) novelty wear-out effect.
C) barrier-to-entry effect.
D) preference consistency effect.
A) mere exposure effect.
B) novelty wear-out effect.
C) barrier-to-entry effect.
D) preference consistency effect.
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65
Fear can be a powerful tool to use for attitude change if done carefully. LaRoyce was thinking of using fear to convey a drug prevention message to her teen target audience. To ensure success the message needs to be:
A) monotonic.
B) focused on a social threat over a physical own.
C) focused on a physical threat.
D) depicting a monetary threat.
A) monotonic.
B) focused on a social threat over a physical own.
C) focused on a physical threat.
D) depicting a monetary threat.
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66
When Bristol-Myers states that "New Liquid Vanish really does clean tough rust stains below the waterline better than Lysol," it is using which of the following strategies?
A) cognitive differentiation
B) emotional appeal
C) comparative advertising
D) conclusion advertising
A) cognitive differentiation
B) emotional appeal
C) comparative advertising
D) conclusion advertising
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67
Under what circumstances should marketers stress the sources characteristics of credibility and/or attractiveness?
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68
What are some of the advantages in using non-human endorsers?
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69
A key concept of the two-factor theory on the effects of repetition of ads is that:
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.
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70
Explain some of the situations in which rebellious or deviant celebrities can be an asset to a brand.
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71
Microsoft is actively considering hiring Sidney Crosby as a spokesperson for its network software division. Comment on this situation.
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72
Verbal elements of an ad (or ad copy) are more effective when reinforced by an accompanying picture. This is especially true if the picture relates strongly to what is said in the copy, when the illustration is:
A) coordinated.
B) framed.
C) matched.
D) bonded.
A) coordinated.
B) framed.
C) matched.
D) bonded.
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73
Comparative advertising runs the risk of lowering believability and stirring up ________ whereby the consumer may doubt the credibility of a biased presentation.
A) knowledge bias
B) refutational arguments
C) source derogation
D) source bias
A) knowledge bias
B) refutational arguments
C) source derogation
D) source bias
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74
How might different sources be used to market different products?
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75
Compare and contrast hype versus buzz. Which would you like to encourage as a marketer?
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76
Generally speaking, comparative ads are more effective when:
A) the marketer of an established brand wishes to eliminate new competition.
B) the marketer of a new product wishes to point out faults in the dominant brand.
C) the marketer of an established brand wishes to freshen the image of his brand on selected attributes.
D) the marketer of a new product wishes to give his product a clear brand image close to that of the dominant brand.
A) the marketer of an established brand wishes to eliminate new competition.
B) the marketer of a new product wishes to point out faults in the dominant brand.
C) the marketer of an established brand wishes to freshen the image of his brand on selected attributes.
D) the marketer of a new product wishes to give his product a clear brand image close to that of the dominant brand.
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77
In preparing ads, the use of supportive arguments only is typical of a ________ argument approach to advertising.
A) declarative
B) single issue
C) one-sided
D) positive
A) declarative
B) single issue
C) one-sided
D) positive
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78
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) habituation.
B) advertising fatigue.
C) exposure wear-out.
D) advertising wearout.
A) habituation.
B) advertising fatigue.
C) exposure wear-out.
D) advertising wearout.
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79
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.
A) counter-attitudinal advocacy
B) a refutational argument
C) an open-ended strategy
D) proactive advocacy
A) counter-attitudinal advocacy
B) a refutational argument
C) an open-ended strategy
D) proactive advocacy
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80
What is source attractiveness? Does it relate to some products more than others?
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