Question 1

All of the following, EXCEPT relate to advertising repetition.

Accepted Answer

The dual-component model is not directly related to advertising repetition; it typically refers to models in psychology or other fields that involve two distinct components or processes. The other options are directly related to the effects of repeated exposure to advertisements.

Question 2

The uses and gratifications approach to communications recognizes that:

Accepted Answer

The uses and gratifications approach focuses on how individuals actively seek out media to satisfy specific needs or desires, and recognizes that the lines between marketing information and entertainment are increasingly blurred as people use media for various gratifications.

Question 3

In a Pepsi ad the visual was a picture of a crumpled Pepsi bottle cap lying on the sand. The headline was, "This year, hit the beach topless." This was an example of the use of:

Accepted Answer

The answer of In a Pepsi ad the visual was...

Question 4

Erika wanted her roommates to wash their own dishes and clean up in the kitchen when their turn came.Everyone in the apartment had the stomach flu at least once in the last two weeks and Erika thought she was coming down with it again. She was convinced that if the apartment was cleaner, she could stay healthier. What type of message would be most effective for Erika to persuade her roommates?

Accepted Answer

A moderate threat combined with a clear solution is often most effective in persuasion, as it creates a sense of urgency without overwhelming the audience, and provides a clear path to resolution.

Question 5

In 2006, Sony launched a program where they hired a person to pretend they were a huge PSP fan. The person made a hip hop song with a YouTube video as well as a website dedicated to their love for Sony's PSP (called alliwantforxmasismypsp.com). This is an example of:

Accepted Answer

This is an example of sock puppeting, where someone is hired to pretend to be an enthusiastic fan or supporter of a product or service, often to create misleading or deceptive marketing.

Question 6

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/an:

Accepted Answer

Reporting bias occurs when a source has accurate information but does not convey it willingly or fully, affecting the perceived credibility.

Question 7

When Prime Minister Stephen Harper speaks about interest rates, people listen. This principle is known as:

Accepted Answer

Authority refers to the power or right to give orders, make decisions, and enforce obedience. In this case, Prime Minister Stephen Harper has the authority to set interest rates, so when he speaks about them, people listen.

Question 8

A criminal could serve as a spokesperson for a firm because:

Accepted Answer

They may be knowledgeable about the topic

Question 9

A spokesperson who is personally attractive may be more effective speaking to consumers about products related to attractiveness or sexuality. One reason for this effect is that beauty can function as a source of information and be instrumental in forming attitudes. This processing is explained by:

Accepted Answer

The answer of A spokesperson who is personally attractive may...

Question 10

Xavier and Anna are conversing through an SMS program. Xavier sends Anna the following emoticon: :- P. This means that Xavier is:

Accepted Answer

The emoticon ":-P" typically represents someone sticking their tongue out, often used to convey playfulness or teasing.

Question 11

Sex appeals in marketing messages can do all of the following, EXCEPT:

Accepted Answer

Sex appeals in marketing messages do not work well when used merely as a "trick" to grab attention, as they can distract from the actual product message and may not lead to effective recall or positive brand association.

Question 12

A charity group wants to raise money for famine relief for children. They know that people have little interest in the faraway country where the famine is raging, or in the complicated causes of the famine, but they love children. What type of ad should the charity run to increase contributions?

Accepted Answer

Vivid ads with little abstract material are more likely to engage viewers emotionally, especially when the focus is on children, which can increase contributions.

Question 13

One of the hypotheses offered recently to explain the sleeper effect is the hypothesis which emphasizes that memory must be selective owing to its limited capacity. Persuasion was enhanced because consumers had stronger memory connections with product information and weaker links to the unattractive source.

Accepted Answer

The availability-valence hypothesis states that persuasion is enhanced when consumers have stronger memory connections with product information and weaker links to the unattractive source.

Question 14

Company Acme began to sell a digital camera called a Column to compete with Canon's digital cameras. In terms of comparative ads, what should be the strategy of both Acme and Canon?

Accepted Answer

Acme, as a new entrant, can benefit from comparing its product to a well-known brand like Canon to gain attention and credibility. Canon, being an established brand, may not need to engage in comparative advertising as it could inadvertently give more visibility to Acme.

Question 15

A match- up hypothesis refers to:

Accepted Answer

The match-up hypothesis suggests that the effectiveness of an endorsement is enhanced when there is a congruence between the celebrity's image and the product being endorsed.

Question 16

If Tim "The Tool Man" Taylor (Home Improvement TV sitcom) were hired as a spokesperson for an electric power tool firm, he most likely would have "star power" due to a/an:

Accepted Answer

Tim "The Tool Man" Taylor is a character known for his role as a home handyman on the TV sitcom "Home Improvement," making him a symbolic figure for home improvement and DIY projects, which aligns with the image of an electric power tool firm.

Question 17

Once a marketing message is received, the consumer begins to process it. Depending upon how personally involving the information is to the consumer, s/he will follow one of two routes to persuasion, according to the:

Accepted Answer

The elaboration likelihood model (ELM) explains that consumers process messages through either a central route, which involves careful consideration of the message, or a peripheral route, which involves less scrutiny, depending on the personal relevance of the information.

Question 18

Messages in verbal form (print ad copy) are more appropriate for high- involvement situations because of all of the following, EXCEPT:

Accepted Answer

The answer of Messages in verbal form (print ad copy)...

Question 19

If Harley- Davidson only produces enough motorcycles to satisfy 70% of market demand, they are appealing to a psychological principle known as:

Accepted Answer

The scarcity principle suggests that people place higher value on items that are perceived to be limited in availability. By producing only 70% of market demand, Harley-Davidson creates a sense of scarcity, potentially increasing the perceived value and desirability of their motorcycles.

Question 20

Two key characteristics of a source (such as an announcer or featured individual in an ad) for persuasive purposes in marketing communications are:

Accepted Answer

Credibility and attractiveness are crucial for persuasive communication in marketing, as credibility ensures the source is trustworthy and knowledgeable, while attractiveness can enhance the appeal and attention towards the message.

Quiz 8: Attitudes and Persuasive Communications