Question 1

When a laundry detergent brand cites a consumer's choice magazine in their advertisement that they 'are most successful in removing stains on all kinds of fabric' compared to its competitors, which of the following strategies is that brand using?

Accepted Answer

The laundry detergent brand is using comparative advertising by citing the results of a consumer's choice magazine to claim that they are more effective in stain removal than their competitors.

Question 2

All of the following are considered primary communications objectives except:

Accepted Answer

Including a feedback mechanism is not considered a primary communication objective. Primary communication objectives typically focus on influencing the audience's perception and behavior towards a product or service, such as creating awareness, discouraging certain practices, or reducing post-purchase dissonance. A feedback mechanism is more about engaging with the audience and gathering information from them rather than directly influencing their perceptions or actions.

Question 3

Advertisers examining the fit between the receiver and the message on both an emotional and cognitive level are examining the:

Accepted Answer

Examining the fit between the receiver and the message on both an emotional and cognitive level refers to resonance, which is the ability of the ad to strike a chord with the target audience. Therefore, the best choice is D, resonance of the ad. A) semantics refers to the meaning conveyed by the ad, B) rhetorical strategy refers to the persuasive techniques used in the ad, and C) syntax refers to the arrangement of words and phrases to create well-formed sentences in the ad, but neither of these choices fully captures the notion of examining the fit between the receiver and the message.

Question 4

When involvement with a product is high, advertisers should:

Accepted Answer

When involvement with a product is high, consumers are more receptive to issue-related arguments and information about the product's features and benefits. Therefore, presenting ads with strong issue-related arguments would be the best choice in this scenario.

Question 5

Is it better to present your commercial first or last?

Accepted Answer

The order in which a commercial is presented can potentially impact a viewer's memory and perception of the product. Presenting the commercial first can capture the viewer's attention and leave a lasting impression, while presenting it last can serve as a strong closing argument. Therefore, either presenting it first or last can be effective, but presenting it in any other position may not be as impactful. Ultimately, it may depend on the specific context and audience.

Question 6

______ is an important factor in learning. It also increases the likelihood that the brand will be included in the consumer's consideration set.

Accepted Answer

Repetition is the best choice as it is a proven technique for enhancing learning and memory retention. When a brand is repeatedly exposed to a consumer, it creates familiarity and increases the likelihood of being included in the consumer's consideration set.

Question 7

Non-verbal communication takes place in a number of channels and forms including:

Accepted Answer

Non-verbal communication includes symbolic communication, which involves the use of symbols and signs such as body language, facial expressions, and gestures to convey messages. Impersonal channels refer to communication that is not directed towards a specific person, while interpersonal communication involves direct communication between two or more individuals. Direct selling refers to the act of selling products or services directly to customers. These options are not as relevant to describing the channels and forms of non-verbal communication.

Question 8

Advertising that claims product superiority over one or more explicitly named or implicitly identified competitors, either on an overall basis or on selected product attributes, is known as:

Accepted Answer

Comparative advertising is advertising that directly or indirectly claims superiority to one or more competitors. It compares the features or attributes of the product with those of its competitors, and highlights the strengths of its own product over its competitors.

Question 9

When involvement with a product is low, advertisers should:

Accepted Answer

When involvement with a product is low, advertisers should emphasise visual or symbolic material as it can capture the attention of the consumer and make the product more memorable. Open-ended closings and strong issue-related arguments may not be as effective in this case. Encouraging cognitive processing may also not be as effective as low involvement suggests that the consumer may not want to spend too much time thinking about the product.

Question 10

Advanced Health Studios notes in their advertising that at the conclusion of a 12-month clinical test, half the men using the product experienced modest to dense hair regrowth, and the rest had either minimal regrowth or no growth at all. This _____ strategy enhances the credibility of the message.

Accepted Answer

The use of a two-sided message, which involves presenting both positive and negative information about a product or service, enhances the credibility of the message by acknowledging potential drawbacks or limitations. In the case of Advanced Health Studios, acknowledging that not all users experience significant hair regrowth adds to the credibility of their claim that the product can be effective for some users.

Question 11

When communication includes product benefits and counterarguments it is said to be:

Accepted Answer

Two-sided communication involves presenting both product benefits and counterarguments. This approach is often used in persuasive communication to increase credibility and address potential objections. The other choices are not necessarily applicable in this context.

Question 12

______ is when the advertiser tells the audience about the positive and negative points about their product.

Accepted Answer

A two-sided message is when the advertiser presents both positive and negative points about their product. This is done to build credibility with the audience by acknowledging potential flaws or weaknesses, while also showcasing the strengths of the product.

Question 13

Opinion leaders are highly credible sources because:

Accepted Answer

Opinion leaders are highly credible sources because they are perceived as objective concerning the advice they dispense. While education and positivity may factor into their credibility, it is ultimately their perceived objectivity that makes them trustworthy and reputable in the eyes of others.

Question 14

Negative message framing is used by researchers to:

Accepted Answer

The answer of Negative message framing is used by researchers...

Question 15

A firm that was attempting to provide specific product information would most likely utilise a:

Accepted Answer

Verbal communication is the most effective mode for providing specific information as it allows for clear and direct messaging, eliminating any confusion or misinterpretation. Symbolic communication mode, demassificated message, and nonverbal message may all be useful in certain communication contexts, but they may not be as effective as verbal communication in providing specific product information.

Question 16

A consumer who does not receive direct payment but rather receives free samples from companies and is encouraged to promote and recommend these products to their circle of friends and family can be referred to as a(n):

Accepted Answer

A person who receives free samples from companies and promotes them to their circle of friends and family is known as a buzz agent. Buzz marketing is a word-of-mouth marketing strategy that depends on individuals to promote products or services to their peers. These individuals create a buzz around a brand, hoping to generate increased interest and sales for that brand.

Question 17

Rosie must decide whether to emphasise the positive benefits of using her product or the negative effects if the product is not used. Her decision is considering the role of:

Accepted Answer

Rosie's decision is related to message framing, which refers to the way a message is presented or "framed" to influence attitudes and decisions. In this case, she is deciding whether to use a positive or negative frame, highlighting either the benefits or the risks of not using the product.

Question 18

Research in the United States has revealed that order has a stronger effect on the recall of _____ messages than _____ messages.

Accepted Answer

Research indicates that the order of information has a stronger impact on the recall of audio messages compared to visual messages, as audio information is transient and relies more on sequential processing.

Question 19

Supportive communication that stresses only favourable information is defined as communication that is:

Accepted Answer

Supportive communication that stresses only favourable information is known as one-sided communication. It typically only focuses on the positive aspects of a situation or topic and excludes any potential downsides or negative information. This can be biased and may lack depth or balance, but it can also be useful in certain situations such as when trying to encourage someone or promote a product or idea.

Question 20

________ describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message's exposure and influence.

Accepted Answer

The given description clearly matches with the concept of viral marketing, which is a marketing technique that utilizes social media, word-of-mouth, and other similar strategies to encourage individuals to spread a marketing message to their personal and professional networks. This, in turn, helps in creating a ripple effect and exponential growth in the message's reach and influence, similar to the spread of a virus. Hence, option A (viral marketing) is the correct answer. Options B, C, and D are incorrect as they are not relevant to the given description.

Quiz 8: Social influences on consumer behaviour