Question 1

When Ashley enters the car lot to look at used cars,she draws upon her 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:

Accepted Answer

A)  the Persuasion Knowledge Model. 
B)  a dual process model. 
C)  the existence of a sleeper effect. 
D)  the theory of cognitive dissonance.

Question 2

In preparing ads,the use of supportive arguments only is typical of a ________ argument approach to advertising.

Accepted Answer

A)  declarative 
B)  single issue 
C)  one-sided 
D)  positive

Question 3

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 4

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

Accepted Answer

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

Question 5

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:

Accepted Answer

A)  ethical malpractice. 
B)  market manipulation. 
C)  creating a stealth campaign. 
D)  caveat emptor.

Question 6

Distinguish between knowledge bias and reporting bias.

Accepted Answer

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

Question 7

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 8

All of the following identify when fear appeals are most effective,EXCEPT when:

Accepted Answer

A)  consumers are already afraid of the problem discussed in the ad. 
B)  a solution is presented for consumers to remove the threat. 
C)  a moral lesson is conveyed by a powerful character (e.g., Mr. Goodwrench, "good car maintenance" personified) on how to avoid negative outcomes (accidents or death). 
D)  the threats displayed are excessive.

Question 9

Microsoft is actively considering hiring Sidney Crosby as a spokesperson for its network software division.Comment on this situation.

Accepted Answer

The answer of Microsoft is actively considering hiring Sidney Crosby...

Question 10

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

Accepted Answer

The answer of Explain some of the situations in which...

Question 11

The elaboration likelihood model (ELM)approach has received a lot of research support.In one typical study,undergraduates were exposed to one of several mock advertisements for Break,a new brand of low-alcohol beer.What three independent variables that were crucial to the ELM were manipulated?

Accepted Answer

The answer of The elaboration likelihood model (ELM)approach has received...

Question 12

If we assume that a source who is beautiful also rates highly on other dimensions,we are making an assumption called:

Accepted Answer

A)  associative-cluster effect. 
B)  halo effect. 
C)  leniency tendency. 
D)  appearance bias.

Question 13

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.

Question 14

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

The answer of Compare and contrast the uses of emotional...

Question 15

The marketer who is trying to develop favourable attitudes towards his graham-cracker cookies would find which of these sources most effective in persuading consumers?

Accepted Answer

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

Question 16

When the consumer interacts with the marketer to influence the product,service,or outcome that is created.this is called:

Accepted Answer

A)  moblogging 
B)  transitional archiving 
C)  permission marketing 
D)  customer co-creation

Question 17

Two key characteristics of a source (such as an announcer or featured individual in an ad)for persuasive purposes in marketing communications are:

Accepted Answer

A)  credibility and experience. 
B)  credibility and attractiveness. 
C)  attractiveness and experience. 
D)  "Q" rating and believability.

Question 18

Sex appeals in marketing messages can do all of the following,EXCEPT:

Accepted Answer

A)  create negative feelings and tension among female viewers. 
B)  attract a viewer's attention. 
C)  work well for products which are sexually related. 
D)  work well when used as a "trick" to grab attention.

Question 19

Discuss the importance of the erosion of the passive consumer,and its ramifications for marketers today.

Accepted Answer

The answer of Discuss the importance of the erosion of...

Question 20

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)  refutational argument 
C)  open-ended strategy 
D)  proactive advocacy

Exam 8: Attitude Change and Interactive Communications