Question 1

Doctors who get grants from drug companies present papers reporting on the benefits of the companies' drugs.This is an example of knowledge bias.

Accepted Answer

A) True 
 B)False  False

Question 2

A charity group wants to raise money for famine relief for children.They know that people have little interest in the faraway country where the famine is raging,or in the complicated causes of the famine,but they love children.What type of ad should the charity run to increase contributions?

Accepted Answer

A)   They should sponsor vivid ads with little abstract material.
B)   They should sponsor highly verbal ads with little visual material.
C)   They should sponsor one-sided ads with logical verbal material.
D)   They should sponsor ads that raise the fear level of viewers. A

Question 3

What is meant by the term sock puppeting? Give an example.

Accepted Answer

In recent years we've witnessed a new attempt to manipulate attitudes that some people call sock puppeting.This term describes a company executive or other biased source who poses as someone else and touts his or her organization in social media.For example,it came to light that the CEO of Whole Foods Market posted derogatory comments about rival Wild Oats Markets without revealing his true identity.More recently a not-for-profit research organization called GiveWell,which rates the effectiveness of charities,had to discipline two of its founders who pretended to be other people on blogs and then referred people to the GiveWell's website.

Question 4

Producing your own radio program that can be heard on an iPod is a form of ________.

Accepted Answer

A)   moblogging.
B)   transitional archiving.
C)   podcasting.
D)   consumer co-creation.

Question 5

Erika wanted her roommates to wash their own dishes and clean up in the kitchen when their turn came.Everyone in the apartment had the stomach flu at least once in the last two weeks and Erika thought she was coming down with it again.She was convinced that if the apartment were cleaner,she could stay healthier.What type of message would be most effective for Erika to persuade her roommates?

Accepted Answer

A)   Erika should create a moderate threat with her message, and then explain how the threat could be removed by her request.
B)   Erika should emphasize the danger of the flu and how people could be adversely and permanently affected by it.
C)   Erika should ignore the threat of the flu and emphasize how much happier she would be if the apartment was cleaner.
D)   Erika should lie about the effects of the flu, using extreme illustrations such as how the flu can lead to cancer.

Question 6

The ________ is said to have occurred when consumers appear to "forget" that they had disliked a message source,yet over time show that the message got across,effectively changing their attitudes towards a product.

Accepted Answer

A)   mis-attribution effect
B)   delayed-response effect
C)   sleeper effect
D)   negative disassociation

Question 7

The "Persuasion Knowledge Model" (PKM)suggests that:

Accepted Answer

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 cope with persuasive attempts.

Question 8

Many ads take the form of a(n)________,in which a story is told about an abstract trait or concept performed by a person,animal,or vegetable.

Accepted Answer

A)   metaphor
B)   comparison
C)   allegory
D)   autonym

Question 9

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 10

In research studies,recall has been found to be higher for "thinking" ads than for "feeling" ads.One reason for this finding is that:

Accepted Answer

A)   feelings are more private; subjects pretend not to recall them as well.
B)   tests that measure recall are more oriented toward recall of specific facts, or cognitive response.
C)   the type of people who agree to participate in research studies are more the "thinking" type than "feeling."
D)   such tests take into account the cumulative effects of learning from repeated exposures to an ad.

Question 11

Proponents of the ________ argue that consumers are an active,goal-oriented audience that draws on media as a resource to satisfy needs (rather than passive receivers' of messages).

Accepted Answer

A)   communications interactions theory
B)   interactions theory
C)   active receptacles theory
D)   uses and gratification theory

Question 12

What is "chunking"?

Accepted Answer

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

Question 13

What is customer co-creation? Give an example.

Accepted Answer

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

Question 14

Research shows that people have been shown to be more giving after they have received something.

Accepted Answer

A) True 
 B)False

Question 15

A marketing consultant maintains that customers buy the "sizzle" and not the steak.When is that least likely to be true?

Accepted Answer

A)   It is less true when customers have low involvement with the product.
B)   It is less true when customers typically purchase before they change their attitudes toward a product.
C)   It is less true when customers are not very knowledgeable with the product category.
D)   It is less true when customers when customers purchase only based on price.

Question 16

Discuss the important elements that influence the persuasiveness of the message.

Accepted Answer

The answer of Discuss the important elements that influence the...

Question 17

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

Accepted Answer

The answer of Humour in advertising can be tricky.Why? What...

Question 18

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.

Accepted Answer

The answer of The elaboration likelihood model (ELM)assumes that once...

Question 19

When a company pays a blogger to write about its products in a positive way,this is called a:

Accepted Answer

A)   social media mavenry program.
B)   paid influencer program.
C)   online front program.
D)   manipulative media program.

Question 20

Sometimes where something is said can be as important as what is said.

Accepted Answer