Deck 15: Advertising, Marketing, and Persuasion

Question 1

Which of the following is a reason why "mere exposure" works as an advertising technique?

A) People attribute higher likeability to messages they repeatedly receive
B) Consumers infer that advertisements that come more quickly to mind as a result of mere exposure are ones that similar peers like a lot
C) Messages are easier to process and encode when they have been seen or heard before
D) All of the above

Answer 1

C

Question 2

The effects of subliminal messages in advertising are best described by which statement below?

A) Subliminal perceptions lead to strong subliminal processing that can influence behavior
B) Subliminal messages have few, negligible effects on attitude or behavior
C) Subliminal messages do directly affect behavior, but only because of the placebo effect
D) Subliminal messages are most impactful when audiences are not paying attention.

Answer 2

B

Question 3

The view that advertising is unethical because advertisers are not truthful is most in line with which philosophical perspective on ethics?

A) Utilitarian approach
B) Deontological approach
C) Kantian approach
D) Semiotic approach

Answer 3

C

Question 4

An online review from a well-known social influencer is likely to exert a greater impact on larger brands compared to smaller brands

Question 5

Choose either an influencer that you follow on social media, or an influencer discussed in this chapter. Write an essay that explores the psychological processes used in influencer marketing and analyze how they have been used by the influencer you've chosen.

Question 6

Before reading this chapter, did you believe in the subliminal myth? Has your attitude changed since reading that section? What conclusions have you drawn about the use and effects of subliminal advertising? Provide evidence from the text to support your answer.

Question 7

When has mere exposure led to great liking of a particular product, song, ad, etc., for you? When have you experienced the wear-out phenomenon? Why do you think it happened?

Question 8

Discuss the ethical concerns related to marketing and privacy issues on Facebook. Are companies stalking consumers or engaging in personalized retargeting? Explain your answer. Consider this argument from a global perspective; does your response differ? Why or why not?