Question 1

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

Match-up hypothesis is the extent to which a celebrity's image matches the product being endorsed. It is about finding the right fit between the product and the celebrity endorser in order to create a successful marketing campaign.

Question 2

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 is seen as authentic while hype is often seen as exaggerated or misleading. Hype is typically created through strategic marketing and promotion efforts, whereas buzz arises organically from genuine interest and enthusiasm about a product or idea.

Question 3

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

When the communicator's knowledge about the topic is judged to be inaccurate, it is considered knowledge bias. This means that the source may not have all the correct information and therefore their marketing communications may not be entirely accurate or truthful.

Question 4

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, as the former politician's popularity and positive image are being used to make the ad more convincing to consumers.

Question 5

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 celebrities are most effective when they are matched with a product or brand that fits their image and expertise. As John Holmes is known for his expertise in home renovation and construction, he would be a good match for an electric power tool manufacturer, giving him "star power" as a spokesperson for the brand.

Question 6

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

Accepted Answer

The halo effect is a cognitive bias in which our perception of a person is influenced by our overall impression of them. This can be explained by the consistency principle, which states that once we have formed an impression of someone, we tend to seek out information that confirms that impression and ignore information that contradicts it. So, if we have a positive overall impression of someone, we are likely to interpret their behavior in a positive light, even if that behavior is actually negative.

Question 7

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

Accepted Answer

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

Question 8

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

The answer of Dan is assisting with the promotion for...

Question 9

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

Accepted Answer

When a company pays a blogger to write positive things about their products or services, it is called a paid influencer program. This is a common marketing strategy used by many companies to increase brand awareness and promote their products. However, it is important for influencers to disclose that they are being paid for their endorsement to maintain transparency and avoid misleading consumers.

Question 10

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

This statement is true. Utilitarian products that have a high performance risk often require expert spokespeople to enhance their persuasiveness and credibility among consumers. The use of experts can help to mitigate the perceived risk associated with the product and increase its appeal to potential buyers.

Question 11

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

Creating a stealth campaign refers to the practice of disguising marketing efforts as genuine consumer opinions or behaviors, which includes planting fake comments on websites. This practice can be seen as deceptive and manipulative, and is not considered ethical.

Question 12

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

Sony hired someone to pretend to be a fan and create content about their product without disclosing their affiliation with the company. This is a deceptive marketing tactic and falls under sock puppeting.

Question 13

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 the tendency for an overall impression of a person, object, or product to influence our evaluations of them on specific dimensions. In this case, if we assume that a beautiful source rates highly on other dimensions as well, we are allowing our overall positive impression of their beauty to influence our evaluations of them on other dimensions. This is an example of the halo effect.

Question 14

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 15

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

Accepted Answer

The described phenomenon is known as the sleeper effect. It refers to the process of initial discounting of a message source followed by a delayed, and often unintended, positive response to the message. Over time, consumers may forget their initial negative impression and become more receptive to the message, resulting in attitude change.

Question 16

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 17

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

The answer of Craig was a popular weatherman in the...

Question 18

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

The answer of If a marketing communications source has accurate...

Question 19

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 a...

Question 20

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...

Quiz 8: Attitude Change and Interactive Communications

A match-up hypothesis refers to:

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

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

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:

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

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:

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

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:

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:

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

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

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.

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

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) :

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.

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.