Question 1

If a person has a positive attitude toward a source and a message,or a negative attitude toward both,a state of ________ is said to exits.

Accepted Answer

A state of congruity exists when a person has a positive attitude toward both the source and the message, or a negative attitude toward both. Congruity refers to the alignment or consistency between the attitude toward the source and the attitude toward the message.

Question 2

The ability to identify the brand within the category,in sufficient detail to make a purchase,is known as ________.

Accepted Answer

Brand awareness refers to the ability of consumers to recognize and recall a brand within a particular product category. This is an important factor in the buying decision as it enables consumers to make a more informed choice when purchasing. Option A refers to the general need for a particular product category, while options C, D, and E all relate to attitudes and beliefs towards a brand, which may be influenced by brand awareness.

Question 3

________ channels consist of company salespeople contacting buyers in the target market.

Accepted Answer

The answer of ________ channels consist of company salespeople contacting...

Question 4

Communicators use ________ appeals such as fear,guilt,and shame to get people to do things or stop doing things.

Accepted Answer

The answer of Communicators use ________ appeals such as fear,guilt,and...

Question 5

Personal communications channels derive their effectiveness through ________ presentation and feedback.

Accepted Answer

Personal communications channels, such as one-on-one conversations or phone calls, depend on individualized presentation and feedback to be effective. They are tailored to the specific needs and preferences of the recipient, and rely on a back-and-forth exchange to ensure that the message is being understood and received as intended. Group or canned presentations would not be as effective in this context, and persuasion may or may not be a factor depending on the nature of the communication.

Question 6

The two-step flow of information challenges the notion that consumption styles ________ a "trickle-down" or "trickle-up" effect from mass media.

Accepted Answer

The two-step flow of information suggests that consumption styles are primarily influenced by opinion leaders, rather than directly by mass media. Therefore, it challenges the notion of a "trickle-down" or "trickle-up" effect from mass media.

Question 7

Personal influence carries especially great weight with consumers in two situations.The first is with products that are expensive,risky,or purchased infrequently.The second is where the product ________.

Accepted Answer

Personal influence carries great weight when the product suggests something about the user's status or taste. This is because these products are often used to convey social standing or personal style, and people are more likely to seek the approval or opinions of others when making such purchases.

Question 8

John Maloney saw buyers as expecting one of four types of reward from a product.These include rational,social,ego satisfying,and ________.

Accepted Answer

The four types of rewards that John Maloney identified are rational, social, ego satisfying, and sensory. Sensory rewards relate to the pleasure derived from the senses.

Question 9

Creative strategies are how marketers translate their messages into a specific communication.Creative strategies can be broadly classified as involving either informational or ________ appeals.

Accepted Answer

Informational appeals focus on providing factual information to the audience, while transformational appeals aim to create an emotional connection with the audience and transform their attitudes or beliefs.

Question 10

The four common methods that companies use to decide on a promotion budget include the affordable method,the percentage-of-sales method,________,and the objective-and-task method.

Accepted Answer

The competitive-parity method involves setting the promotion budget based on what competitors are spending. This method takes into account the industry norms and ensures that the company is not overspending or underfunding its promotion efforts. It provides a more realistic evaluation of the company's promotion budget compared to other methods.

Question 11

________ is the specialized knowledge that the communicator possesses to back the advertising claim.

Accepted Answer

Expertise refers to the communicator's knowledge or skills related to the product or service being advertised, which can lend credibility and increase the persuasiveness of the message.

Question 12

Formulating the communications to achieve the desired response will require solving three problems: message strategy,creative strategy,and ________.

Accepted Answer

The three problems that need to be solved to achieve the desired response are message strategy, creative strategy, and message source. The message source refers to the person or entity delivering the message, whether it be a spokesperson, celebrity, or company itself. Choosing the right message source can greatly impact the effectiveness of the communications.

Question 13

Nonpersonal channels are communications directed to more than one person and include media,sales promotions,events and experiences,and ________.

Accepted Answer

Public relations is a nonpersonal channel as it involves communication directed to a broad audience rather than individuals.

Question 14

Messages delivered by attractive or popular sources can potentially achieve higher attention and recall.What is important is the spokesperson's credibility.Source credibility consists of trustworthiness,likability,and ________.

Accepted Answer

The passage states that source credibility is made up of trustworthiness, likability, and expertise, so the best choice is (C) expertise. The other options are not mentioned in the passage as components of source credibility.

Question 15

Communicators use positive emotional appeals to attract consumer attention and raise their ________ with an ad.

Accepted Answer

Positive emotional appeals are used to increase consumer involvement with an ad, making them more engaged and connected to the message being conveyed.

Question 16

Mass communications affect personal attitudes and behavior through a two-step process.Ideas often flow from radio,television,and print to opinion leaders,and from these to the less ________-involved population groups.

Accepted Answer

The answer of Mass communications affect personal attitudes and behavior...

Question 17

________ channels consists of neighbors,friends,family members,and associates talking to target buyers.

Accepted Answer

Social channels involve people who are close to the target buyers and can be influential in their decision-making process. This includes friends, family members, neighbors, and associates who may provide recommendations or referrals to the target buyers. These channels are effective because they rely on trusted relationships and personal connections. Expert channels (B) involve individuals with specialized knowledge or credentials, such as doctors or engineers, who can provide information about specific products or services. Advocate channels (C) involve individuals or organizations who support a particular brand or cause and promote it to others. Professional channels (D) involve individuals who are paid to sell or promote products or services, such as sales representatives or marketing professionals.

Question 18

A well-chosen celebrity can draw attention to a product or brand.The choice of the celebrity is critical.The celebrity should have high recognition,high positive affect,and high ________ to the product.

Accepted Answer

The answer of A well-chosen celebrity can draw attention to...

Question 19

A(n)________ appeal elaborates on a non-product-related benefit or image when advertising a product or service.

Accepted Answer

E refers to transformational appeals, which focus on a non-material benefit or image that is associated with the use of the product or service. These appeals aim to transform the consumer's life, emotions or experiences, which ultimately elevate the perceived value of the product, making it more desirable.

Question 20

Most of the recent growth of nonpersonal channels has taken place through ________.

Accepted Answer

The answer of Most of the recent growth of nonpersonal...

Quiz 17: Designing and Managing Integrated Marketing Communications