Chapter 8 CB

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? 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

an ordinary or "typical" consumer similar to the target audience

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.

are more persuaded by an attractive source

When Prime Minister Stephen Harper speaks about interest rates, people listen. This principle is known as: a. politicization. b. puffery. c. authority. d. consistency.

authority.

According to the elaboration likelihood model (ELM), the primary determinant of which route a consumer will follow in processing a message depends upon the: a. personality of the consumer. b. personal relevance of the information. c. type of message. d. intelligibility of message

personal relevance of the information

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.

persuasion.

Producing your own radio program that can be heard on an iPod is a form of ________. a. moblogging. b. transitional archiving. c. podcasting. d. consumer co-creation.

podcasting.

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.

reciprocity.

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. refutational argument c. open-ended strategy d. proactive advocacy

refutational argument

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/an: a. intrinsic contradiction. b. credibility paradox. c. knowledge bias. d. reporting bias.

reporting bias

In a Pepsi ad, the visual was a picture of a crumpled Pepsi bottle cap lying on the sand. The headline was, "This year, hit the beach topless." This was an example of the use of: a. emotional appeals. b. resonance. c. a nonmonotonic relationship. d. metaphors

resonance

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

one-sided

Jason Fredrick has found that his company's sales message is much more targeted and successful if he allows prospective customers to "opt out" of listening to his prepared message if they are sincerely not interested in the message or the company's product. This new approach to communications and marketing is called ________. a. relationship marketing. b. permission marketing. c. reverse communication. d. normed communication.

permission marketing.

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.

scarcity.

35) Craig Spencer 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 home weather station promoted by a slightly confused weatherman who makes lots of mistakes until corrected by the home station. 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 computer program designed to help elementary school children learn science

Company Acme began to sell a digital camera called a Column to compete with Canon's digital cameras. In terms of comparative ads, what should be the strategy of both Acme and Canon? a. Acme should avoid comparative ads, and so should Canon. b. Acme should avoid comparative ads, but Canon should use comparative ads. c. Acme should compare its camera with Canon's, but Canon should not use comparative ads. d. Both Cannon and Acme should use comparative ads.

Acme should compare its camera with Canon's, but Canon should not use comparative ads.

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

It is less true when customers have low involvement with the product

Scott found that the use of a sexually provocative picture in his magazine promotion got lots of attention, but sales of his product seemed unaffected. What was the most probable reason for Scott's problem? a. Readers liked the ad, but it attracted the wrong segment of shoppers. b. Readers were highly offended by the ad. c. The ad was noticed, but recall for the product was hindered. d. Scott was using sex to sell a product related to sex.

The ad was noticed, but recall for the product was hindered.

A marketing study found that respondents believed that a dark-haired model would be more effective in selling gold jewelry than would a blond-haired model, if the dark-haired model were not perceived to be ethnic. What two ideas of using celebrities as communication sources are most likely to be in play here? a. The celebrity's image should match that of the product, and blond-haired models are too common for the exclusive image of gold. b. The celebrity's image should match that of the product and should embody cultural meaning. c. The celebrity's image should embody cultural meanings that contrast with the product's cultural stereotypic image. d. Dark-haired models are subject to ethnocentric evaluations, while blond-haired models are not.

The celebrity's image should match that of the product and should embody cultural meaning.

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? 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.

They should sponsor vivid ads with little abstract material.

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

advertising wearout

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.

celebrity's image and product

Careful consideration of message content, generation of cognitive responses to ad arguments, and a rational evaluation of an ad's persuasive element are all typical of messages processed via the ________ route to persuasion. a. main avenue b. direct c. tertiary d. central

central

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

comparative advertising

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 cope with persuasive attempts

consumers develop knowledge about persuasion and use this knowledge to cope with persuasive attempts

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.

creating a stealth campaign

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

credibility

Two key characteristics of a source (such as an announcer or featured individual in an ad) for persuasive purposes in marketing communications are: a. credibility and experience. b. credibility and attractiveness. c. attractiveness and experience. d. "Q" rating and believability.

credibility and attractiveness.

When the consumer interacts with the marketer to influence the product, service, or outcome that is created. this is called: a. moblogging b. transitional archiving c. permission marketing d. customer co-creation

customer co-creation

When Lush polls its customers regarding what new scent of bath bomb should be released, this is an example of: a. customer co-creation. b. content sourcing. c. crowd funding. d. permission marketing.

customer co-creation.

The uses and gratifications approach to communications recognizes that: a. most people are passive participants in regards to media usage. b. all activities in the end have positive value. c. distinction between marketing information and entertainment is blurring. d. people would rather give time and money than receive them.

distinction between marketing information and entertainment is blurring.

All of the following, EXCEPT ________, relate to advertising repetition. a. habituation b. dual-component model c. two-factor theory d. mere exposure effect

dual-component model

Once a marketing message is received, the consumer begins to process it. Depending upon how personally involving the information is to the consumer, s/he will follow one of two routes to persuasion, according to the: a. route-preference hypothesis (RPH). b. affect-cognate model (ACM). c. personal relevance hypothesis (PRH). d. elaboration likelihood model (ELM).

elaboration likelihood model

All of the following refer to the attractiveness of a source that emanates from his/her, EXCEPT: a. physical appearance. b. personality. c. social status. d. expertise.

expertise

In a commercial for Contac cold medicine, a construction worker was shown slogging through a rainstorm. He says he has to take Contac so he can get to work that day, adding "No work, no pay," revealing an anxiety about losing his job. Called the "slice of death" tactic, this is a demonstration of the use of: a. emotional appeals. b. humorous appeals. c. fear appeals. d. cognitive-avoidance appeals.

fear appeals

When Sally sees an ad in a newspaper about a particular product, goes to the store, reviews the actual product offer in the store, rejects the product, and tells the salesperson why she did not buy the product, she is providing ________ in the communications model established by the store. a. noise b. a message c. media forms d. feedback

feedback

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.

framed

What common communication technique listed below can be perceived of as a negative effect when used in a television commercial? a. showing the convenience of using the product b. showing an actor playing the role of an ordinary person c. demonstrating tangible results (e.g., bouncy hair) d. graphic displays

graphic displays

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.

halo effect.

A criminal could serve as a spokesperson for a firm because: a. knowledge bias is high. b. people would like to give others a second chance. c. he or hse may be knowledgeable about the topic. d. source bias is present.

he or she may be knowledgeable about the topic

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

high performance risk

Ads containing puns or satire are examples of which type of message appeal? a. rational b. sex c. humour d. fear

humour

An advertisement for Canadian Club whiskey playfully compares trying one's first whiskey to a man growing his first chest hair. This is an example of a _________appeal. a. rational b. sex c. humour d. fear

humour

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 inadequate or inaccurate, the source is said to have: a. marketing deficiency. b. knowledge bias. c. knowledge gap. d.reporting bias

marketing deficiency

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.

mere exposure effect

Helen loves women's volleyball. She played in high school and watches every college match. A lot of her friends expressed similar interests. Helen set up a network of more than a thousand students who were willing to get messages about the school's volleyball team and the volleyball program on their cellphones. The athletic program now pays Helen a small fee to place the team's schedule in her messages. Helen is engaged in ________. a. blogging. b. mobile commerce. c. buzz management. d. crowd sourcing

mobile commerce

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.

second order response

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. a. mis-attribution effect b. delayed-response effect c. sleeper effect d. negative disassociation

sleeper effect

Facebook, Twitter, or LinkedIn are all examples of: a. content sourcing. b. social media. c. crowd funding. d. permission marketing.

social media.

A former top 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

source attractiveness

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.

source, message, medium, receiver, feedback.

If John Holmes from the TV show Holmes on Homes were hired as a spokesperson for an electric power tool firm, he most likely would have "star power" due to a/an: a. representation of celebrity displacement. b. allegiance with the firm. c. allowance for being amateurish. d. symbolization of home handyman.

symbolization of home handyman

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

tests that measure recall are more oriented toward recall of specific facts, or cognitive response.

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: a. the Persuasion Knowledge Model. b. a dual process model. c. the existence of a sleeper effect. d. the theory of cognitive dissonance

the Persuasion Knowledge Model

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.

the marketer of a new product wishes to give his product a clear brand image close to that of the dominant brand.

A spokesperson who is personally attractive may be more effective speaking to consumers about products related to attractiveness or sexuality. One reason for this effect is that beauty can function as a source of information and be instrumental in forming attitudes. This processing is explained by: a. beauty attitude formation. b. the social adaptation perspective. c. the superficial-value perspective. d. halo effect.

the social adaptation perspective

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

the threats displayed are excessive

All of the following are true about the Frankfurt School theorists, EXCEPT: a. the receiver is a passive "couch potato." b. a message is perishable. c. this school dominated mass communications in the latter half of the 20th century. d. advertising is the process of transferring information to the buyer before the sale.

this school dominated mass communications in the latter half of the 20th century.

Presenting an ad as if it were a drama, linking the viewer emotionally with a sensation from experiencing use of the product, is termed: a. a metaphor. b. experiential advertising. c. transformational advertising. d. psychodrama.

transformational advertising

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.

two separate psychological processes are operating when a consumer is repeatedly exposed to an ad

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). a. communications interactions theory b. interactions theory c. active receptacles theory d. uses and gratification theory

uses and gratification theory

Messages in verbal form (print ad copy) are more appropriate for high-involvement situations because of all of the following, EXCEPT: a. verbal messages require more effort to process than visual forms. b. the consumer is motivated to really pay attention to the ad. c. the consumer can refer back to the printed material as often as needed, since verbal material decays in memory more rapidly than visual. d. verbal messages allow the receiver to chunk information.

verbal messages allow the receiver to chunk information

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

work well when used as a "trick" to grab attention.