Question 1

Which is the most studied advertising appeal?

Accepted Answer

A)  comparative appeal 
B)  fear appeal 
C)  humor appeal 
D)  negative frame 
E)  timeliness appeal 
A)  comparative appeal 
B)  fear appeal 
C)  humor appeal 
D)  negative frame 
E)  timeliness appeal

Question 2

________ media are the original communications channels that advertisers have used, and include print and broadcast.

Accepted Answer

A)  Comparative 
B)  Traditional 
C)  Social 
D)  Informal 
E)  Symbolic 
A)  Comparative 
B)  Traditional 
C)  Social 
D)  Informal 
E)  Symbolic

Question 3

Newspapers and magazines are examples of print mass media.

Accepted Answer

A) True 
 B)False

Question 4

Generally, it is easier to obtain immediate feedback from interpersonal communications than impersonal communications.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following is NOT a way to overcome psychological noise?

Accepted Answer

A)  Repeat the ad several times. 
B)  Use contrast in communications. 
C)  Customize messages to customers with digital technologies. 
D)  Use effective positioning and offer a unique value proposition. 
E)  All of the above are ways to overcome psychological noise. 
A)  Repeat the ad several times. 
B)  Use contrast in communications. 
C)  Customize messages to customers with digital technologies. 
D)  Use effective positioning and offer a unique value proposition. 
E)  All of the above are ways to overcome psychological noise.

Question 6

In order to be persuasive, the receivers ________.

Accepted Answer

A)  must decode the messages the way the senders intended 
B)  must like humor appeals 
C)  must like sexual appeals 
D)  must like violent images 
E)  all of the above 
A)  must decode the messages the way the senders intended 
B)  must like humor appeals 
C)  must like sexual appeals 
D)  must like violent images 
E)  all of the above

Question 7

Marketers measure their communications' ________, or whether the messages of a given campaign have generated the sales level defined in the campaign's objectives.

Accepted Answer

A)  direct effects 
B)  indirect effects 
C)  sales effects 
D)  persuasion effects 
E)  net income effects 
A)  direct effects 
B)  indirect effects 
C)  sales effects 
D)  persuasion effects 
E)  net income effects

Question 8

When the source is well respected and highly thought of by the intended audience, the message is much more likely to be believed.

Accepted Answer

A) True 
 B)False

Question 9

Data Aggregators are limited to data from cable companies and magazine subscriptions.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following is an example of a formal communications source?

Accepted Answer

A)  a parent 
B)  a friend 
C)  a salesperson 
D)  a work colleague 
E)  a doctor 
A)  a parent 
B)  a friend 
C)  a salesperson 
D)  a work colleague 
E)  a doctor

Question 11

The ________ affects the persuasive impact of the message.

Accepted Answer

A)  credibility of the level 
B)  credibility of the noise 
C)  credibility of the source 
D)  credibility of the receiver 
E)  credibility of the feedback 
A)  credibility of the level 
B)  credibility of the noise 
C)  credibility of the source 
D)  credibility of the receiver 
E)  credibility of the feedback

Question 12

One study discovered that a strong graphic threat message had a greater effect for a familiar issue than it did for an unfamiliar issue.

Accepted Answer

A) True 
 B)False

Question 13

Big Jim's Furniture Store frequently advertises on the local radio station. The type of media Big Jim's is using is broadly categorized as ________.

Accepted Answer

A)  comparative media 
B)  traditional media 
C)  social media 
D)  informal media 
E)  symbolic media 
A)  comparative media 
B)  traditional media 
C)  social media 
D)  informal media 
E)  symbolic media

Question 14

Marketers measure their communications' ________, or whether the message was received, understood and interpreted correctly.

Accepted Answer

A)  direct effects 
B)  indirect effects 
C)  sales effects 
D)  persuasion effects 
E)  net income effects 
A)  direct effects 
B)  indirect effects 
C)  sales effects 
D)  persuasion effects 
E)  net income effects

Question 15

A marketer is better off using a one-sided message than a two-sided message when ________.

Accepted Answer

A)  the audience is well educated 
B)  the audience is likely to hear opposing claims 
C)  the audience does not initially favor the marketer's message 
D)  the audience favors a competitor 
E)  the audience is friendly/uses the product 
A)  the audience is well educated 
B)  the audience is likely to hear opposing claims 
C)  the audience does not initially favor the marketer's message 
D)  the audience favors a competitor 
E)  the audience is friendly/uses the product

Question 16

The ________ of formal, interpersonal marketing communications is likely to be a targeted prospect or a customer.

Accepted Answer

A)  sender 
B)  feedback 
C)  marketer 
D)  receiver 
E)  medium 
A)  sender 
B)  feedback 
C)  marketer 
D)  receiver 
E)  medium

Question 17

The key factor underlying the persuasive impact of a personal or interpersonal message received from either a formal or informal source is ________.

Accepted Answer

A)  the number of times the message is sent 
B)  the source's credibility 
C)  the number of times the message is received 
D)  the type of broadcast medium used 
E)  the extent to which the receiver's peers understand the message 
A)  the number of times the message is sent 
B)  the source's credibility 
C)  the number of times the message is received 
D)  the type of broadcast medium used 
E)  the extent to which the receiver's peers understand the message

Question 18

$\text{HEADACHE MINI CASE:}$ Fast Relief sells a pain killer that is especially effective on relieving headache pain. Under the slogan "If you really want to fix a problem, you have to use the right tools," Fast Relief advertising points out that while its tablets aren't as effective at relieving muscle pain as Cure-All, its leading competitor, clinical trials have shown that Fast Relief is 10 times more effective than Cure-All at relieving headaches. At the beginning of the advertising spot, a woman is shown with her eyes shut tight and her hand pressed against her forehead. Over the course of the ad, the woman's face gradually relaxes and she begins to look relieved and comfortable. Fast Relief also advertises its products by having its tablets used by actors to relieve their headaches during popular television shows.
-In the HEADACHE MINI CASE, Fast Relief outlines a side-by-side comparison between its pain reliever and that of Cure-All. This is known as ________

Accepted Answer

A)  deceptive advertising 
B)  psychological noise 
C)  corrective advertising 
D)  branded entertainment 
E)  comparative advertising 
A)  deceptive advertising 
B)  psychological noise 
C)  corrective advertising 
D)  branded entertainment 
E)  comparative advertising

Question 19

A marketer uses a ________ when it claims product superiority for its brand over one or more explicitly named or implicitly identified competitors.

Accepted Answer

A)  comparative appeal 
B)  fear appeal 
C)  humor appeal 
D)  negative frame 
E)  timeliness appeal 
A)  comparative appeal 
B)  fear appeal 
C)  humor appeal 
D)  negative frame 
E)  timeliness appeal

Question 20

What is the difference between a one-sided message and a two-sided message? When are they used?

Accepted Answer

A one-sided message is when a marketer o

Which is the most studied advertising appeal?

________ media are the original communications channels that advertisers have used, and include print and broadcast.

Newspapers and magazines are examples of print mass media.

Generally, it is easier to obtain immediate feedback from interpersonal communications than impersonal communications.

Which of the following is NOT a way to overcome psychological noise?

In order to be persuasive, the receivers ________.

Marketers measure their communications' ________, or whether the messages of a given campaign have generated the sales level defined in the campaign's objectives.

When the source is well respected and highly thought of by the intended audience, the message is much more likely to be believed.

Data Aggregators are limited to data from cable companies and magazine subscriptions.

Which of the following is an example of a formal communications source?

The ________ affects the persuasive impact of the message.

One study discovered that a strong graphic threat message had a greater effect for a familiar issue than it did for an unfamiliar issue.

Big Jim's Furniture Store frequently advertises on the local radio station. The type of media Big Jim's is using is broadly categorized as ________.

Marketers measure their communications' ________, or whether the message was received, understood and interpreted correctly.

A marketer is better off using a one-sided message than a two-sided message when ________.

The ________ of formal, interpersonal marketing communications is likely to be a targeted prospect or a customer.

The key factor underlying the persuasive impact of a personal or interpersonal message received from either a formal or informal source is ________.

A marketer uses a ________ when it claims product superiority for its brand over one or more explicitly named or implicitly identified competitors.

What is the difference between a one-sided message and a two-sided message? When are they used?

Consumer Behavior: Information-Driven Consumer Behavior

Segmentation, Targeting and Positioning

Consumer Motivation and Personality

Consumer Perception

Consumer Learning

Consumer Attitude Formation and Change

From Print and Broadcast to Social Media and Mobile Advertising

Reference Groups and Word-of-Mouth

The Family and Its Social Class Standing

Culture's Influence on Consumer Behavior

Subcultures and Consumer Behavior

Cross-Cultural Consumer Behavior: An International Perspective

Consumer Decision Making and Diffusion of Innovations

Marketing Ethics and Social Responsibility

Consumer Research

Filters

Exam 7: Persuading Customers

Which is the most studied advertising appeal?

________ media are the original communications channels that advertisers have used, and include print and broadcast.

Newspapers and magazines are examples of print mass media.

Generally, it is easier to obtain immediate feedback from interpersonal communications than impersonal communications.

Which of the following is NOT a way to overcome psychological noise?

In order to be persuasive, the receivers ________.

Marketers measure their communications' ________, or whether the messages of a given campaign have generated the sales level defined in the campaign's objectives.

When the source is well respected and highly thought of by the intended audience, the message is much more likely to be believed.

Data Aggregators are limited to data from cable companies and magazine subscriptions.

Which of the following is an example of a formal communications source?

The ________ affects the persuasive impact of the message.

One study discovered that a strong graphic threat message had a greater effect for a familiar issue than it did for an unfamiliar issue.

Big Jim's Furniture Store frequently advertises on the local radio station. The type of media Big Jim's is using is broadly categorized as ________.

Marketers measure their communications' ________, or whether the message was received, understood and interpreted correctly.

A marketer is better off using a one-sided message than a two-sided message when ________.

The ________ of formal, interpersonal marketing communications is likely to be a targeted prospect or a customer.

The key factor underlying the persuasive impact of a personal or interpersonal message received from either a formal or informal source is ________.

A marketer uses a ________ when it claims product superiority for its brand over one or more explicitly named or implicitly identified competitors.

What is the difference between a one-sided message and a two-sided message? When are they used?

Consumer Behavior: Information-Driven Consumer Behavior

Segmentation, Targeting and Positioning

Consumer Motivation and Personality

Consumer Perception

Consumer Learning

Consumer Attitude Formation and Change

From Print and Broadcast to Social Media and Mobile Advertising

Reference Groups and Word-of-Mouth

The Family and Its Social Class Standing

Culture's Influence on Consumer Behavior

Subcultures and Consumer Behavior

Cross-Cultural Consumer Behavior: An International Perspective

Consumer Decision Making and Diffusion of Innovations

Marketing Ethics and Social Responsibility

Consumer Research

Filters