Question 1

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

Accepted Answer

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Question 2

________ is a type of literary device that combines a play on words with a relevant picture.

Accepted Answer

A)  Resonance 
B)  A metaphor 
C)  A drama 
D)  A lecture

Question 3

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?

Accepted Answer

A)  cognitive differentiation 
B)  emotional appeal 
C)  comparative advertising 
D)  conclusion advertising

Question 4

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

Accepted Answer

The answer of CNN News tends to be more persuasive...

Question 5

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):

Accepted Answer

A)  intrinsic contradiction. 
B)  credibility paradox. 
C)  knowledge bias. 
D)  reporting bias.

Question 6

How does the Persuasion Knowledge Model (PKM) view the exchange between consumer and persuasion agent?

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Question 7

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

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Question 8

Facebook, Twitter, and LinkedIn are all examples of:

Accepted Answer

A)  content sourcing. 
B)  social media. 
C)  crowd funding. 
D)  permission marketing.

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

The tendency for consumers to like things, including products, simply because they are more familiar to them is called the:

Accepted Answer

A)  mere exposure effect. 
B)  novelty wear-out effect. 
C)  barrier-to-entry effect. 
D)  preference consistency effect.

Question 11

Due to the difficulty of making persuasive communications effective, "experts" are used as spokespeople for utilitarian products that have a high performance risk.

Accepted Answer

A) True 
 B)False

Question 12

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.

Question 13

What is meant by the term "first-order response"?

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Question 14

If Harley-Davidson only produces enough motorcycles to satisfy 70% of market demand, they are appealing to a psychological principle known as:

Accepted Answer

A)  scarcity. 
B)  denial. 
C)  authority. 
D)  consensus.

Question 15

Danielle and Kelli Jo both saw the same ad. The product being advertised was very important to Danielle, but of only minor interest to Kelli Jo. According to the elaboration likelihood model, even if both women buy the product, how will the relationship between attitude change and behaviour be different?

Accepted Answer

A)  Danielle will think about it first and then purchase. Kelli Jo will purchase first and then change her attitude about the product later. 
B)  Danielle will purchase first and then change her attitude. Kelli Jo will think about it first and then purchase the product. 
C)  Both women will change their attitudes first, but Kelli Jo will not purchase until she sees Danielle purchasing. She will then model Danielle's behaviour. 
D)  Both women will change their attitudes first, but Kelli Jo will not change her beliefs about the product and Danielle will.

Question 16

Humour in advertising can be tricky. Why? What are the positives of using humour in advertising?

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Question 17

You have been hired by the Government of Canada as a consultant to inform their tobacco labelling campaign. In particular, they are concerned that some of the anti-smoking labels on cigarette packaging are too graphic and upsetting for consumers. Given what you know about fear appeals, what would you advise?

Accepted Answer

The answer of You have been hired by the Government...

Question 18

________ occurs when the consumer interacts with the marketer to influence the product, service, or outcome that is created.

Accepted Answer

A)  Co-blogging 
B)  Transitional archiving 
C)  Permission marketing 
D)  Customer co-creation

Question 19

The elaboration likelihood model (ELM) assumes that once a consumer receives a message, he or she begins to process it. Depending on the personal relevance of the information, one of two routes to persuasion will be followed. Briefly describe them.

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Question 20

Why are limited edition items appealing to consumers?

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Exam 8: Attitude Change and Interactive Communications