Question 1

Explain how mere exposure and advertising wearout intersect.

Accepted Answer

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Question 2

Discuss one-sided versus two-sided arguments and give an illustration of each.

Accepted Answer

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Question 3

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 were cleaner, she could stay healthier. What type of message would be most effective for Erika to persuade her roommates?
A) Erika should create a moderate threat with her message, and then explain how the threat could be removed by her request.
B) Erika should emphasize the danger of the flu and how people could be permanently affected by it.
C) Erika should ignore the threat of the flu and emphasize how much happier she would be if the apartment was cleaner.
D) Erika should lie about the effects of the flu, using extreme illustrations such as how the flu can lead to cancer.

Accepted Answer

A moderate threat that can be removed by compliance is often effective in persuasion, as it motivates action without causing panic or backlash.

Question 4

A car manufacturer admits in a television commercial that its automobile is costly and lacks a great deal of stylishness. However, the company's spokesperson also points out that it has the best safety record on the road and takes special care to ensure that small children ride well and safely in their cars. The manufacturer is making a two-sided argument with this type of message.

Accepted Answer

A two-sided argument presents both positive and negative information, in this case acknowledging the car's high cost and lack of stylishness while highlighting its superior safety record and child safety features.

Question 5

What is "chunking"?

Accepted Answer

The answer of What is "chunking"?...

Question 6

Two versions of the same message, one in visual form, the other in verbal form, elicit different reactions. Pictures are found to be superior in affecting evaluations of utilitarian aspects of the product.

Accepted Answer

Pictures are generally found to be superior in affecting evaluations of hedonic aspects of the product, while verbal messages are often more effective for conveying utilitarian information.

Question 7

In a commercial for Contac cold medicine, a construction worker was shown working hard during 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) emotional appeals.
B) humorous appeals.
C) fear appeals.
D) cognitive-avoidance appeals.

Accepted Answer

The "slice of death" tactic, by highlighting the fear of losing one's job if unable to work due to illness, is an example of using fear appeals to motivate the audience to take action (in this case, to use Contac cold medicine).

Question 8

________ is a type of literary device that combines a play on words with a relevant picture.
A) Resonance
B) A metaphor
C) A drama
D) A lecture

Accepted Answer

A metaphor is a figure of speech that compares two things that are not alike in most ways but have at least one striking similarity.

Question 9

The ad named one brand of diapers and compared them with another brand's in terms of "dryness effectiveness." This is an example of comparative advertising.

Accepted Answer

Comparative advertising directly compares the features or benefits of two or more brands, in this case, comparing "dryness effectiveness" between two brands of diapers.

Question 10

Ads containing puns or satire are examples of which type of message appeal?
A) rational
B) sex
C) humour
D) fear

Accepted Answer

Ads that use puns or satire are leveraging humor to engage the audience, making "humour" the correct type of message appeal for such ads.

Question 11

An advertisement for Canadian Club whiskey playfully compares trying one's first whiskey to a man growing his first chest hair. This is an example of a ________ appeal.
A) rational
B) sex
C) humour
D) fear

Accepted Answer

The advertisement uses humor by making a playful comparison between trying whiskey and a humorous milestone (growing chest hair), which is intended to amuse the audience rather than persuade through logic, sex appeal, or fear.

Question 12

The two-factor theory suggests that there is an optimal number of repetitions for a message.

Accepted Answer

The two-factor theory of advertising, developed by Herbert E. Krugman, suggests that repeated exposure to an advertisement affects the viewer's attitude in two phases: increasing interest and acceptance with initial exposures, but leading to boredom and irritation with too many repetitions. It does not specify an optimal number of repetitions for a message.

Question 13

Scott found that the use of a tasteful, 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 liked the ad, but it attracted the wrong segment of shoppers.
B) Both men and women were highly offended by the ad.
C) The ad was so effective in drawing attention to the "sex appeal" that recall for the product was hindered.
D) Scott was using sex to sell a product related to sex.

Accepted Answer

The ad likely diverted attention away from the product itself due to its focus on "sex appeal," making it difficult for consumers to remember the product being advertised.

Question 14

Tania is the brand manager for a brand of dishwashing powder. Because many people use tablets nowadays she is considering using a refutational argument in her message. Explain what the motivation for this might be and how her message may work.

Accepted Answer

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Question 15

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:
A) emotional appeals.
B) resonance.
C) a non-monotonic relationship.
D) metaphors.

Accepted Answer

The ad uses resonance by creating a double meaning with "hit the beach topless," referring both to the beach and the bottle cap being off, creating a clever and memorable connection.

Question 16

In a major study of factors that determine if commercials would be persuasive, it was found that the single most important factor was whether the communication contained a message that stressed a unique benefit or product feature.

Accepted Answer

Research in advertising effectiveness consistently shows that commercials which highlight a unique benefit or product feature tend to be more persuasive and memorable to consumers, as they help differentiate the product from competitors in the market.

Question 17

Acme Company 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?
A) Acme should avoid comparative ads, and so should Canon.
B) Acme should avoid comparative ads, but Canon should use comparative ads.
C) Acme should compare its camera with Canon's, but Canon should not use comparative ads.
D) Both Cannon and Acme should use comparative ads.

Accepted Answer

Acme, as a new entrant trying to gain market share, should use comparative ads to highlight how its camera matches or exceeds Canon's offerings. Canon, as the established brand, should avoid comparative ads to not give unnecessary attention to Acme's products.

Question 18

A car advertiser says its cars are the most expensive within the model class and are not known for their styling, but they have the best safety and quality record of any cars within the model class. What argument is the car advertiser using?
A) a two-sided argument
B) a one-sided argument
C) a support argument
D) a negative argument

Accepted Answer

The advertiser is using a two-sided argument by presenting both positive (best safety and quality record) and negative (most expensive, not known for styling) aspects of the cars. This approach acknowledges both the strengths and weaknesses of the product.

Question 19

In research studies, recall has been found to be higher for "thinking" ads than for "feeling" ads. One reason for this finding is that:
A) feelings are more private; subjects pretend not to recall them as well.
B) tests that measure recall are more oriented toward recall of specific facts, or cognitive response.
C) the type of people who agree to participate in research studies are more the "thinking" type than "feeling."
D) such tests take into account the cumulative effects of learning from repeated exposures to an ad.

Accepted Answer

Tests that measure recall are typically designed to assess the recall of specific facts or cognitive responses, which aligns more closely with the content and approach of "thinking" ads than "feeling" ads. This makes "thinking" ads more conducive to recall in these tests.

Question 20

What common communication technique listed below can be perceived of as a negative effect when used in a factual communication?
A) showing the convenience of using the product
B) showing an actor playing the role of an ordinary person
C) demonstrating tangible results (e.g., bouncy hair)
D) showing a picture

Accepted Answer

The answer of What common communication technique listed below can...

Quiz 8: Attitude Change and Interactive Communications

Explain how mere exposure and advertising wearout intersect.

Discuss one-sided versus two-sided arguments and give an illustration of each.

What is "chunking"?

Two versions of the same message, one in visual form, the other in verbal form, elicit different reactions. Pictures are found to be superior in affecting evaluations of utilitarian aspects of the product.

________ is a type of literary device that combines a play on words with a relevant picture.

The ad named one brand of diapers and compared them with another brand's in terms of "dryness effectiveness." This is an example of comparative advertising.

Ads containing puns or satire are examples of which type of message appeal?

An advertisement for Canadian Club whiskey playfully compares trying one's first whiskey to a man growing his first chest hair. This is an example of a ________ appeal.

The two-factor theory suggests that there is an optimal number of repetitions for a message.

Scott found that the use of a tasteful, 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?

Tania is the brand manager for a brand of dishwashing powder. Because many people use tablets nowadays she is considering using a refutational argument in her message. Explain what the motivation for this might be and how her message may work.

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:

In a major study of factors that determine if commercials would be persuasive, it was found that the single most important factor was whether the communication contained a message that stressed a unique benefit or product feature.

Acme Company 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?

A car advertiser says its cars are the most expensive within the model class and are not known for their styling, but they have the best safety and quality record of any cars within the model class. What argument is the car advertiser using?

In research studies, recall has been found to be higher for "thinking" ads than for "feeling" ads. One reason for this finding is that:

What common communication technique listed below can be perceived of as a negative effect when used in a factual communication?