Question 1

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 2

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:

Accepted Answer

A)  a representation of celebrity displacement. 
B)  an allegiance with the firm. 
C)  an allowance for being amateurish. 
D)  the match-up hypothesis.

Question 3

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.

Accepted Answer

A)  counter-attitudinal advocacy 
B)  a refutational argument 
C)  an open-ended strategy 
D)  proactive advocacy

Question 4

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.

Accepted Answer

A) True 
 B)False

Question 5

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 6

Presenting an ad as if it were a drama,linking the viewer emotionally with a sensation from experiencing use of the product,is termed:

Accepted Answer

A)  a metaphor. 
B)  experiential advertising. 
C)  transformational advertising. 
D)  psychodrama.

Question 7

________ 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 8

What is "chunking"?

Accepted Answer

The answer of What is "chunking"?...

Question 9

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 10

Distinguish between knowledge bias and reporting bias.

Accepted Answer

The answer of Distinguish between knowledge bias and reporting bias....

Question 11

The two-factor theory suggests that there is an optimal number of repetitions for a message.

Accepted Answer

A) True 
 B)False

Question 12

A car manufacturer admits in a television commercial that its automobile is costly and lacks a great deal of stylishness. However,the company's spokesperson also points out that it has the best safety record on the road and takes special care to ensure that small children ride well and safely in their cars. The manufacturer is making a two-sided argument with this type of message.

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

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 15

When Ford Canada includes a free oil change at your local dealership for filling out a research survey,this is called:

Accepted Answer

A)  manipulation. 
B)  authority. 
C)  co-operation. 
D)  reciprocity.

Question 16

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

Accepted Answer

The answer of Explain briefly how generalized suspicion may have...

Question 17

When Lush polls its customers regarding what new scent of bath oil should be released,this is an example of:

Accepted Answer

A)  customer co-creation. 
B)  content sourcing. 
C)  crowd funding. 
D)  permission marketing.

Question 18

The traditional communications model is ordered:

Accepted Answer

A)  source, medium, receiver, feedback. 
B)  source, feedback, receiver, re-send. 
C)  source, medium, receiver, feedback, re-send. 
D)  source, message, medium, receiver, feedback.

Question 19

What is customer co-creation? Give an example.

Accepted Answer

The answer of What is customer co-creation? Give an example....

Question 20

A match-up hypothesis refers to:

Accepted Answer

A)  ad copy and target market. 
B)  website and retail store. 
C)  celebrity's image and product. 
D)  sender and receiver.

Exam 8: Attitude Change and Interactive Communications

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

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 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.

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.

Presenting an ad as if it were a drama,linking the viewer emotionally with a sensation from experiencing use of the product,is termed:

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

What is "chunking"?

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

Distinguish between knowledge bias and reporting bias.

The two-factor theory suggests that there is an optimal number of repetitions for a message.

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

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?

When Ford Canada includes a free oil change at your local dealership for filling out a research survey,this is called:

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

When Lush polls its customers regarding what new scent of bath oil should be released,this is an example of:

The traditional communications model is ordered:

What is customer co-creation? Give an example.

A match-up hypothesis refers to: