Question 1

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) one- sided argument
C) refutational argument
D) proactive advocacy
E) open- ended strategy

Accepted Answer

The advertiser is using a refutational argument by acknowledging a potential issue (the ticking of the clock) and implying they are addressing it, thus refuting any negative perception.

Question 2

When a source speaks directly to an audience in attempt to inform them about a product, we call this a(n):
A) drama
B) allegory
C) lecture
D) match- up
E) halo

Accepted Answer

A lecture involves a source speaking directly to an audience to inform or educate them about a specific topic, such as a product.

Question 3

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 computer program designed to help elementary school children learn science
B) A series of tapes showing people how to entertain guests with humourous stories
C) A public service promotion countering negative feelings about minorities
D) An anti- smoking advertisement that illustrates the symptoms of emphysema
E) A home weather station promoted by a slightly confused weatherman who makes lots of mistakes until corrected by the home station

Accepted Answer

Craig Spencer is a weatherman known for giving accurate forecasts with detailed scientific precision. A computer program designed to help elementary school children learn science would be a good fit for him as a celebrity endorser because he is seen as an expert in the field of science.

Question 4

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) "Z" factor
B) attractiveness
C) value- added
D) credibility
E) honesty

Accepted Answer

Credibility refers to the perception that a communicator is both knowledgeable and trustworthy, making them a reliable source of information for evaluating products.

Question 5

The tendency for consumers to like things, including products, simply because they are more familiar to them is called the:
A) barrier- to- entry effect
B) preference index
C) novelty wear- out effect
D) block screening effect
E) mere exposure effect

Accepted Answer

The mere exposure effect is a psychological phenomenon where people tend to develop a preference for things merely because they are familiar with them.

Question 6

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 knowledge bias
B) low credibility risk
C) high performance risk
D) high social risk
E) high dissociative cues

Accepted Answer

Experts like medical doctors are used in marketing because they can effectively reassure consumers about the high performance risk associated with utilitarian products, ensuring that these products will work as intended.

Question 7

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) bonded
B) copacetic
C) coordinated
D) matched
E) framed

Accepted Answer

The answer of Verbal elements of an ad (or ad...

Question 8

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) means- end chain model
B) interactions theory
C) uses and gratification theory
D) active receptacles theory
E) communications interactions theory

Accepted Answer

The uses and gratification theory suggests that consumers actively seek out media to fulfill specific needs and desires, viewing them as active participants rather than passive recipients.

Question 9

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) caveat emptor
B) creating a stealth campaign
C) the sleeper effect
D) market manipulation
E) ethical malpractice

Accepted Answer

Creating a stealth campaign involves covertly promoting a product or service, often by planting comments or reviews that appear to be from genuine customers, to influence public perception without disclosing the true source.

Question 10

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?
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 think about it first and then purchase the product. Kelli Jo will think about it, which will change her attitude, but she will return the product after purchasing it.
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) Danielle will purchase first and then change her attitude. Kelli Jo will think about it first and then purchase the product.
E) Both women will change their attitudes first, but Kelli Jo will not change her beliefs about the product and Danielle will.

Accepted Answer

Danielle will think about it first and then purchase the product. Kelli Jo will purchase first and then change her attitude about the product later.

Question 11

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) personal relevance of the information
B) intelligibility of message
C) type of message
D) product category
E) personality of the consumer

Accepted Answer

The elaboration likelihood model (ELM) suggests that the primary determinant of whether a consumer will follow the central or peripheral route in processing a message is the personal relevance of the information. When the information is personally relevant, consumers are more likely to engage in the central route, involving careful and thoughtful consideration of the message content.

Question 12

If we assume that a source who is beautiful also rates highly on other dimensions as well, we are making an assumption called:
A) associative- cluster effect
B) halo effect
C) appearance bias
D) transcendent appeal
E) leniency tendency

Accepted Answer

The halo effect is a cognitive bias where the perception of one positive trait (such as beauty) influences the perception of other traits.

Question 13

A car advertiser says their cars are the most expensive within the model class and are not known for their styling, but they have the best safety and quality record of any cars within the model class. What argument is the car advertiser using?
A) a two- sided argument
B) a support argument
C) a negative argument
D) a one- sided argument

Accepted Answer

The car advertiser is using a two-sided argument by acknowledging a negative aspect (high cost and lack of styling) while emphasizing positive aspects (best safety and quality record).

Question 14

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

Accepted Answer

The sleeper effect occurs when a message from a low-credibility source becomes more persuasive over time as people forget the source but remember the message.

Question 15

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) third- order response
B) source credibility
C) transaction response
D) first- order response
E) second- order response

Accepted Answer

A second-order response involves a consumer seeking additional information about a product after an initial exposure, such as Roy researching cork flooring online after seeing it at the store.

Question 16

What common communication technique listed below can be perceived of as a negative effect when used in a television commercial?
A) graphic displays
B) showing the convenience of using the product
C) indirect comparison with other products
D) showing an actor playing the role of an ordinary person
E) demonstrating tangible results (e.g., bouncy hair)

Accepted Answer

The answer of What common communication technique listed below can...

Question 17

Producing your own radio program that can be heard on an iPods is a form of .
A) podcasting
B) permission marketing
C) transitional archiving
D) moblogging
E) really simple syndication

Accepted Answer

Podcasting is the creation and distribution of audio content that can be downloaded and listened to on devices like iPods.

Question 18

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) product distortion
B) marketing deficiency
C) reporting bias
D) knowledge bias
E) knowledge gap

Accepted Answer

Knowledge bias occurs when the communicator's understanding or information about the topic is perceived as inadequate or inaccurate, affecting the credibility of the message.

Question 19

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.
A) autonym
B) comparison
C) metaphor
D) allegory
E) synonym

Accepted Answer

An allegory is a narrative in which characters and events represent abstract ideas or concepts, often used in advertising to convey messages through storytelling.

Question 20

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 was 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 embody cultural meanings that contrast with the product's cultural stereotypic image.
C) Celebrities should be attractive, but not too attractive.
D) Dark- haired models are subject to ethnocentric evaluations, while blonde- haired models are not.
E) The celebrity's image should match that of the product and should embody cultural meaning.

Accepted Answer

The celebrity's image should match that of the product and should embody cultural meaning. This means that the model's appearance should align with the product's image and cultural associations, which is why a dark-haired model is preferred if not perceived as ethnic.

Quiz 8: Attitudes and Persuasive Communications

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.

When a source speaks directly to an audience in attempt to inform them about a product, we call this a(n) :

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.

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

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.

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:

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) .

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:

According to the elaboration likelihood model (ELM) , the primary determinant of which route a consumer will follow in processing a message depends upon the:

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

A car advertiser says their cars are the most expensive within the model class and are not known for their styling, but they have the best safety and quality record of any cars within the model class. What argument is the car advertiser using?

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.

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:

What common communication technique listed below can be perceived of as a negative effect when used in a television commercial?

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

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:

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.