Question 1

All of the following refer to the attractiveness of a source that emanates from his/her, EXCEPT:
A) physical appearance
B) social status
C) personality
D) expertise
E) similarity to the receiver

Accepted Answer

The answer of All of the following refer to the...

Question 2

A form of presentation sometimes used in ads, called , uses a literary device for combining a play on words with a relevant picture. For example, there may be a pun where there is a similarity in the sound of a word but a difference in meaning: an ad for a strawberry shortcake dessert contained the words "berried treasure" - the fun is in the buried treasure image of riches, hidden, piracy.

Accepted Answer

The answer of A form of presentation sometimes used in...

Question 3

Renee chose the container of hand soap not because of the attributes of the soap, but because the container was well designed and matched her bathroom decor. This is an example of _ _.

Accepted Answer

The answer of Renee chose the container of hand soap...

Question 4

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 were highly offended by the ad.
B) Scott was using manipulating readers by using sex
C) The ad was noticed, but recall for the product was hindered.
D) Scott was using sex to sell a product related to sex.
E) Readers liked the ad, but it attracted the wrong segment of shoppers.

Accepted Answer

The ad got attention due to the provocative picture, but it likely distracted from the product itself, hindering recall and thus not translating into increased sales.

Question 5

A message that appeals to people's anxiety about their careers or love life has been termed the _ approach.

Accepted Answer

The answer of A message that appeals to people's anxiety...

Question 6

The traditional communications model is ordered:
A) source, feedback, receiver, re- send
B) source, medium, receiver, feedback, re- send
C) source, message, medium, receiver, feedback
D) source, medium, receiver, feedback
E) source, re- send, medium, message, feedback

Accepted Answer

The traditional communications model follows the sequence: source, message, medium, receiver, feedback.

Question 7

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

Accepted Answer

The answer of A marketing consultant maintains that customers buy...

Question 8

The four elements of the dual- component model of brand attitudes are ,
, and .

Accepted Answer

The answer of The four elements of the dual- component...

Question 9

Public hearings are being held to discuss if a new nuclear power plant should be built. An expert on nuclear plants testifies that modern safeguards make the plant secure from dangerous accidents. A local woman speaks and states that she knows nothing about nuclear power, but the idea of having a plant close frightens her and her children. Which of the two parties has the most immediate ability to change attitudes of the audience? What will happen over time?
A) Because the local woman is most like the other people in the meeting, her opinion will have the most immediate influence, but over time the expert's opinion will gain in force.
B) Because the woman is not an expert, she will never have the ability to change attitudes.
C) The expert will have the most ability to change attitudes and his influence will be maintained even weeks later.
D) The woman's opinion will be more likely to influence the audience initially, and her influence will extend into the future.
E) The expert will have the most ability to change attitudes, but his influence will decrease over time as the woman's argument gains in force.

Accepted Answer

The answer of Public hearings are being held to discuss...

Question 10

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

The answer of If a well- known bank robber endorsed...

Question 11

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) the media are often used by those in power to brainwash individuals
D) advertising is the process of transferring information to the buyer before the sale
E) this school dominated mass communications in the latter half of the 20th century

Accepted Answer

The Frankfurt School theorists did not dominate mass communications in the latter half of the 20th century.

Question 12

An ad may take the form of a (an) , wherein a story is told about an abstract trait or concept that has been personified as a person, animal or vegetable.

Accepted Answer

The answer of An ad may take the form of...

Question 13

is the theory that the dominant characteristic of a product should match the dominant features of the communications source.

Accepted Answer

The answer of is the theory that the dominant characteristic...

Question 14

Amber made a good living as a model. She was attractive but looked like a "typical" consumer. Because of her appearance, Amber would be most effective in modeling products that had a high social risk, such as jewelry or furniture.

Accepted Answer

The answer of Amber made a good living as a...

Question 15

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) direct
B) main avenue
C) peripheral
D) central
E) tertiary

Accepted Answer

The central route to persuasion involves careful consideration of message content, generation of cognitive responses, and rational evaluation of an ad's persuasive elements.

Question 16

The main difference between buzz and hype is that hype is seen as authentic.

Accepted Answer

The main difference between buzz and hype is that buzz can be positive or negative and is often generated through word-of-mouth, while hype is usually seen as exaggerated or artificially created excitement around a product or event. Hype is often associated with marketing and advertising tactics that aim to create artificial demand or interest. Therefore, hype is not generally seen as authentic.

Question 17

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) cognitive- avoidance appeals
B) emotional appeals
C) fear appeals
D) humourous appeals
E) sex appeals

Accepted Answer

The "slice of death" tactic in the commercial uses fear appeals by highlighting the worker's anxiety about losing his job if he doesn't take the medicine, thus creating a fear of negative consequences.

Question 18

When a company pays a blogger to write about their products in a positive way, this is called a:
A) cultural creative program
B) social media mavenry program
C) manipulative media program
D) paid influencer program
E) online front program

Accepted Answer

This is known as a paid influencer program, where companies compensate individuals to promote their products positively on social media or blogs.

Question 19

Whipple was an irritating but well- known character in toilet paper commercials ("Please don't squeeze the Charmin!"). Even though his character was disliked, he still was effective in getting the product message across. One view has been that, after a while, people "forgot" they disliked his character and ended up being positive towards the product. This process has been labelled .

Accepted Answer

The answer of Whipple was an irritating but well- known...

Question 20

A replicant is a type of avatar that resembles a real person.

Accepted Answer

A replicant is a type of avatar that resembles a real person, so it is true that a replicant is a type of avatar.

Quiz 8: Attitudes and Persuasive Communications

All of the following refer to the attractiveness of a source that emanates from his/her, EXCEPT:

Renee chose the container of hand soap not because of the attributes of the soap, but because the container was well designed and matched her bathroom decor. This is an example of _ _.

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 message that appeals to people's anxiety about their careers or love life has been termed the _ approach.

The traditional communications model is ordered:

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

The four elements of the dual- component model of brand attitudes are , , and .

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.

All of the following are true about the Frankfurt School theorists, EXCEPT:

An ad may take the form of a (an) , wherein a story is told about an abstract trait or concept that has been personified as a person, animal or vegetable.

is the theory that the dominant characteristic of a product should match the dominant features of the communications source.

Amber made a good living as a model. She was attractive but looked like a "typical" consumer. Because of her appearance, Amber would be most effective in modeling products that had a high social risk, such as jewelry or furniture.

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.

The main difference between buzz and hype is that hype is seen as authentic.

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

A replicant is a type of avatar that resembles a real person.