Question 1

In 2006, Sony launched a program in which it hired a person to pretend he was a huge PSP fan. The person created a hip-hop song, a YouTube video, as well as a website dedicated to his love for Sony's PSP (called alliwantforxmasismypsp.com). This is an example of:
A) fraudulent marketing.
B) YouTubing.
C) sock puppeting.
D) podcasting.

Accepted Answer

This is an example of sock puppeting, where a fake online identity is created for the purpose of promoting oneself or one's company surreptitiously. In this case, Sony created a fictional character who appeared to be an independent fan of the PSP to promote the product.

Question 2

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.

Accepted Answer

The match-up hypothesis suggests that the effectiveness of an endorsement depends on a good fit or match between the celebrity's image and the product being endorsed. This means that the perceived qualities of the celebrity should align with the product attributes for the endorsement to be persuasive.

Question 3

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

Consumers would be more persuaded by the bank robber's endorsement because of his perceived credibility as a former criminal.

Question 4

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 inaccurate, the source is said to have:
A) marketing deficiency.
B) knowledge bias.
C) knowledge gap.
D) reporting bias.

Accepted Answer

Knowledge bias occurs when the communicator's knowledge about the topic is judged to be inaccurate, affecting the credibility of the information and potentially influencing consumers' beliefs about a product.

Question 5

While source effects can be dramatic, they only apply to a limited number of special message conditions.

Accepted Answer

Source effects, which refer to how the characteristics of a message source influence the recipient's attitudes and behaviors, can be significant across a wide variety of message conditions, not just a limited number. These effects are observed in numerous contexts, including marketing, persuasion, and interpersonal communication, demonstrating their broad applicability.

Question 6

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.

Accepted Answer

This practice is known as creating a stealth campaign, where comments or reviews are planted to appear as genuine customer feedback but are actually created by the company or its representatives to influence public perception or sales.

Question 7

Craig 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 clean air campaign
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

Accepted Answer

Craig's scientific precision and no-nonsense manner make him a good fit for endorsing a computer program designed to help elementary school children learn science.

Question 8

The ________ is said to have occurred when consumers appear to "forget" that they had disliked a message source, yet over time the message got across, effectively changing their attitudes toward a product.
A) misattribution effect
B) delayed-response effect
C) sleeper effect
D) negative disassociation

Accepted Answer

The sleeper effect describes a phenomenon where people initially discount information from a non-credible source, but over time, they forget the source and the message becomes more persuasive.

Question 9

If John Holmes from the TV show Holmes on Homes were hired as a spokesperson for an electric power tool manufacturer, he most likely would have "star power" due to:
A) a representation of celebrity displacement.
B) an allegiance with the firm.
C) an allowance for being amateurish.
D) the match-up hypothesis.

Accepted Answer

The match-up hypothesis suggests that the effectiveness of an endorsement is positively related to the degree of congruence between the endorser (in this case, John Holmes) and the product being endorsed (electric power tools). Since Holmes is known for his expertise in home renovation and construction, his endorsement of power tools would likely be seen as credible and appropriate.

Question 10

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(n):
A) intrinsic contradiction.
B) credibility paradox.
C) knowledge bias.
D) reporting bias.

Accepted Answer

Reporting bias occurs when a source has the necessary knowledge but does not communicate it fully or willingly, affecting the perceived credibility.

Question 11

What is meant by the term "sock puppeting"? Give an example.

Accepted Answer

The answer of What is meant by the term "sock...

Question 12

When a company pays a blogger to write about its products in a positive way, this is called a(n):
A) social media mavenry program.
B) paid influencer program.
C) online front program.
D) manipulative media program.

Accepted Answer

This is known as a paid influencer program, where companies compensate influencers or bloggers to promote their products or services in a favorable light.

Question 13

The halo effect can be explained in terms of the consistency principle.

Accepted Answer

The halo effect, where an observer's overall impression of a person, company, brand, or product influences their feelings and thoughts about that entity's character or properties, can indeed be explained in terms of the consistency principle. This principle suggests that individuals seek consistency in their perceptions and evaluations, so a positive overall impression (halo) leads to positively biased judgments across various attributes.

Question 14

Dan is assisting with the promotion for an herbal supplier who has a new product that the developer believes will help people lose weight. Dan is reluctant to promote the new product directly, but attempts to create a lot of buzz within the industry through secondary sources so it does not look like he's trying too hard. What is Dan trying to avoid?
A) the sleeper effect
B) the fact that if people really heard from the source and knew where his product came from, they would not be interested in it
C) the negative spin created under the uses and gratification theory
D) the corporate paradox

Accepted Answer

Dan is trying to avoid the corporate paradox, which occurs when a company promotes a product too aggressively, leading to consumer skepticism and reduced credibility. By creating buzz indirectly, Dan aims to maintain credibility and avoid appearing overly promotional.

Question 15

Doctors may get grants from drug companies and present papers reporting on the benefits of the companies' drugs. This is an example of knowledge bias.

Accepted Answer

The answer of Doctors may get grants from drug companies...

Question 16

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.

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 17

A former well-liked 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.

Accepted Answer

This is an example of source attractiveness, where a well-liked or popular figure is used in advertising to make the product more appealing to consumers.

Question 18

Unless the consumer already has considerable information about a product, a credible source is not persuasive.

Accepted Answer

A credible source can be highly persuasive even if the consumer does not have considerable information about a product, as credibility can help build trust and influence perceptions and decisions.

Question 19

Due to the difficulty of making persuasive communications effective, "experts" are used as spokespeople for utilitarian products that have a high performance risk.

Accepted Answer

Experts are often used as spokespeople for utilitarian products with high performance risk because their knowledge and credibility can effectively persuade consumers by reducing perceived risk and enhancing the product's perceived value.

Question 20

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

Accepted Answer

Hype is often seen as exaggerated or artificial enthusiasm created around a product, person, or event, primarily for promotional purposes, whereas buzz is more organic, stemming from genuine public interest and word-of-mouth.

Quiz 8: Attitude Change and Interactive Communications

In 2006, Sony launched a program in which it hired a person to pretend he was a huge PSP fan. The person created a hip-hop song, a YouTube video, as well as a website dedicated to his love for Sony's PSP (called alliwantforxmasismypsp.com) . This is an example of:

A match-up hypothesis refers to:

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.

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 inaccurate, the source is said to have:

While source effects can be dramatic, they only apply to a limited number of special message conditions.

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:

The ________ is said to have occurred when consumers appear to "forget" that they had disliked a message source, yet over time the message got across, effectively changing their attitudes toward a product.

If John Holmes from the TV show Holmes on Homes were hired as a spokesperson for an electric power tool manufacturer, he most likely would have "star power" due to:

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(n) :

What is meant by the term "sock puppeting"? Give an example.

When a company pays a blogger to write about its products in a positive way, this is called a(n) :

The halo effect can be explained in terms of the consistency principle.

Doctors may get grants from drug companies and present papers reporting on the benefits of the companies' drugs. This is an example of knowledge bias.

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

A former well-liked American politician appears in an ad for Viagra. This is an example of:

Unless the consumer already has considerable information about a product, a credible source is not persuasive.

Due to the difficulty of making persuasive communications effective, "experts" are used as spokespeople for utilitarian products that have a high performance risk.

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