Question 1

Marketers encode messages by using words, pictures, symbols, spokespersons and special channels.

Accepted Answer

A) True 
 B)False

Question 2

During the economic downturn, companies like Chase and Bank of America used advertising appeals to help restore confidence in banks and make people feel good during the down economic times. These were examples of ________.

Accepted Answer

A)  fear appeals 
B)  timeliness appeals 
C)  humor appeals 
D)  sexual appeals 
E)  wordplay 
A)  fear appeals 
B)  timeliness appeals 
C)  humor appeals 
D)  sexual appeals 
E)  wordplay

Question 3

Mass communications feedback is usually inferred.

Accepted Answer

A) True 
 B)False

Question 4

________, which are tied to computerized cash registers, are used to track the sales effects of food and other packaged good advertising.

Accepted Answer

A)  Physiological measures 
B)  UPC codes 
C)  Attitudinal measures 
D)  Day-after recall tests 
E)  Net income tests 
A)  Physiological measures 
B)  UPC codes 
C)  Attitudinal measures 
D)  Day-after recall tests 
E)  Net income tests

Question 5

Cigarette marketers must use ________ carefully because some research indicates the higher their intensity, the less likely they are to persuade the consumer.

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 6

Radio is an example of an interpersonal medium.

Accepted Answer

A) True 
 B)False

Question 7

What is the most effective way to make sure a promotional message stands out and is received and decoded appropriately by the target audience?

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)  Use a sexual appeal. 
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)  Use a sexual appeal.

Question 8

Jeb works for a company that collects data from users' browsers, Google, Yahoo, and Facebook and builds models that marketers use to design the ads consumers see, which are delivered based on demographics and past advertising exposures. His company is a(n)________.

Accepted Answer

A)  Broadcast Media Company 
B)  Data Aggregator 
C)  Interactive Spy 
D)  Data Mash-up 
E)  Consumer Agent 
A)  Broadcast Media Company 
B)  Data Aggregator 
C)  Interactive Spy 
D)  Data Mash-up 
E)  Consumer Agent

Question 9

Geoff is responsible for online marketing for the local automotive dealership. He manages the website, Facebook page, and twitter account. The type of media he is responsible for is broadly categorized as ________.

Accepted Answer

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

Question 10

Identify strategies that marketers can use to overcome psychological noise.

Accepted Answer

Repeat exposure to the advertisement to

Question 11

When the material presented first produces a greater effect than material presented later, this is known as the ________. When the material presented last produces a greater effect than material presented earlier, this is known as the ________.

Accepted Answer

A)  central route to persuasion; peripheral route to persuasion 
B)  recency effect; primacy effect 
C)  primacy effect; recency effect 
D)  positive message framing; negative message framing 
E)  peripheral route to persuasion; central route to persuasion 
A)  central route to persuasion; peripheral route to persuasion 
B)  recency effect; primacy effect 
C)  primacy effect; recency effect 
D)  positive message framing; negative message framing 
E)  peripheral route to persuasion; central route to persuasion

Question 12

Humor does not harm the comprehension of ads, and, in some cases, it aids comprehension.

Accepted Answer

A) True 
 B)False

Question 13

$\text{HEADACHE MINI CASE:}$ 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, by pointing out that Fast Relief is not very effective at relieving muscle pain, the company is engaging in ________.

Accepted Answer

A)  deceptive advertising 
B)  two-sided advertising 
C)  corrective advertising 
D)  comparative advertising 
E)  positive message framing 
A)  deceptive advertising 
B)  two-sided advertising 
C)  corrective advertising 
D)  comparative advertising 
E)  positive message framing

Question 14

Which of the following is NOT one of the guidelines marketers should follow when using fear appeals?

Accepted Answer

A)  understand the target audience's reaction to a fear appeal and its previous experiences 
B)  the boomerang effect 
C)  changing behavior is a long and complex process 
D)  try to achieve high levels of anxiety 
E)  repeat advertising using fear appeals in moderation over the long term 
A)  understand the target audience's reaction to a fear appeal and its previous experiences 
B)  the boomerang effect 
C)  changing behavior is a long and complex process 
D)  try to achieve high levels of anxiety 
E)  repeat advertising using fear appeals in moderation over the long term

Question 15

Which of the following tracks the degree of attention paid to the components of viewed advertisements through monitoring electrical impulses produced by the viewer's brain?

Accepted Answer

A)  Facial EMG 
B)  brain wave analysis 
C)  eye-tracking 
D)  attitudinal measures 
E)  UPC codes 
A)  Facial EMG 
B)  brain wave analysis 
C)  eye-tracking 
D)  attitudinal measures 
E)  UPC codes

Question 16

$\text{TISSUE MINI CASE:}$ Paper Queen is a paper goods company that has recently come out with its own line of Kleenex-like face tissues. In order to promote its new product, Paper Queen has sponsored a Friday Night Tear-Jerker movie series for the month of April on local network television stations. During March, leading up to the movie series, Paper Queen advertised the upcoming event during the same time slot on a number of competing television stations in an effort to expose even channel surfers to its advertising. After the promotions started, Paper Queen measured the success of its advertising campaign based on the number of boxes of tissues it sold.
-In the TISSUE MINI CASE, which of the following is most likely to be used to track the sales effects of the promotional campaign?

Accepted Answer

A)  brain wave analysis 
B)  attitudinal measures 
C)  UPC codes 
D)  Facial EMG 
E)  Likert scales 
A)  brain wave analysis 
B)  attitudinal measures 
C)  UPC codes 
D)  Facial EMG 
E)  Likert scales

Question 17

Online marketers are less likely to use cookies and ratings to generate addressable advertising than offline marketers.

Accepted Answer

A) True 
 B)False

Question 18

________ media are online channels, social networks and mobile electronic devices.

Accepted Answer

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

Question 19

Jonas noticed that he got better results from his direct marketing television campaign when his ad appeared first in the series of advertisements. He is likely experiencing the impact of the ________.

Accepted Answer

A)  primacy effect 
B)  recency effect 
C)  positive frame 
D)  negative frame 
E)  symbolic effect 
A)  primacy effect 
B)  recency effect 
C)  positive frame 
D)  negative frame 
E)  symbolic effect

Question 20

What are the advantages and disadvantages of using comparative advertising?

Accepted Answer

Comparative advertising is a widely used

Marketers encode messages by using words, pictures, symbols, spokespersons and special channels.

During the economic downturn, companies like Chase and Bank of America used advertising appeals to help restore confidence in banks and make people feel good during the down economic times. These were examples of ________.

Mass communications feedback is usually inferred.

________, which are tied to computerized cash registers, are used to track the sales effects of food and other packaged good advertising.

Cigarette marketers must use ________ carefully because some research indicates the higher their intensity, the less likely they are to persuade the consumer.

Radio is an example of an interpersonal medium.

What is the most effective way to make sure a promotional message stands out and is received and decoded appropriately by the target audience?

Jeb works for a company that collects data from users' browsers, Google, Yahoo, and Facebook and builds models that marketers use to design the ads consumers see, which are delivered based on demographics and past advertising exposures. His company is a(n)________.

Geoff is responsible for online marketing for the local automotive dealership. He manages the website, Facebook page, and twitter account. The type of media he is responsible for is broadly categorized as ________.

Identify strategies that marketers can use to overcome psychological noise.

When the material presented first produces a greater effect than material presented later, this is known as the . When the material presented last produces a greater effect than material presented earlier, this is known as the .

Humor does not harm the comprehension of ads, and, in some cases, it aids comprehension.

Which of the following is NOT one of the guidelines marketers should follow when using fear appeals?

Which of the following tracks the degree of attention paid to the components of viewed advertisements through monitoring electrical impulses produced by the viewer's brain?

Online marketers are less likely to use cookies and ratings to generate addressable advertising than offline marketers.

________ media are online channels, social networks and mobile electronic devices.

Jonas noticed that he got better results from his direct marketing television campaign when his ad appeared first in the series of advertisements. He is likely experiencing the impact of the ________.

What are the advantages and disadvantages of using comparative advertising?

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

Marketers encode messages by using words, pictures, symbols, spokespersons and special channels.

During the economic downturn, companies like Chase and Bank of America used advertising appeals to help restore confidence in banks and make people feel good during the down economic times. These were examples of ________.

Mass communications feedback is usually inferred.

________, which are tied to computerized cash registers, are used to track the sales effects of food and other packaged good advertising.

Cigarette marketers must use ________ carefully because some research indicates the higher their intensity, the less likely they are to persuade the consumer.

Radio is an example of an interpersonal medium.

What is the most effective way to make sure a promotional message stands out and is received and decoded appropriately by the target audience?

Jeb works for a company that collects data from users' browsers, Google, Yahoo, and Facebook and builds models that marketers use to design the ads consumers see, which are delivered based on demographics and past advertising exposures. His company is a(n)________.

Geoff is responsible for online marketing for the local automotive dealership. He manages the website, Facebook page, and twitter account. The type of media he is responsible for is broadly categorized as ________.

Identify strategies that marketers can use to overcome psychological noise.

When the material presented first produces a greater effect than material presented later, this is known as the ________. When the material presented last produces a greater effect than material presented earlier, this is known as the ________.

Humor does not harm the comprehension of ads, and, in some cases, it aids comprehension.

Which of the following is NOT one of the guidelines marketers should follow when using fear appeals?

Which of the following tracks the degree of attention paid to the components of viewed advertisements through monitoring electrical impulses produced by the viewer's brain?

Online marketers are less likely to use cookies and ratings to generate addressable advertising than offline marketers.

________ media are online channels, social networks and mobile electronic devices.

Jonas noticed that he got better results from his direct marketing television campaign when his ad appeared first in the series of advertisements. He is likely experiencing the impact of the ________.

What are the advantages and disadvantages of using comparative advertising?

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

When the material presented first produces a greater effect than material presented later, this is known as the . When the material presented last produces a greater effect than material presented earlier, this is known as the .