Question 1

Identify and discuss some of the defining characteristics of opinion leaders across all product categories.

Accepted Answer

Opinion leaders reveal a keen sense of k

Question 2

Which of the following is true of sex in advertising?

Accepted Answer

A)  Sexual themes in advertising encourage actual consumption behavior. 
B)  More product-related thinking occurs in response to sexual appeals than to nonsexual appeals. 
C)  Sexual appeals enhance message comprehension. 
D)  Visual sexual elements in an ad are more likely to be processed than its verbal content. 
E)  Sexual appeals positively impact the processing of message content. 
A)  Sexual themes in advertising encourage actual consumption behavior. 
B)  More product-related thinking occurs in response to sexual appeals than to nonsexual appeals. 
C)  Sexual appeals enhance message comprehension. 
D)  Visual sexual elements in an ad are more likely to be processed than its verbal content. 
E)  Sexual appeals positively impact the processing of message content.

Question 3

The key characteristic of the influence associated with opinion leadership is that ________.

Accepted Answer

A)  it is interpersonal and formal and takes place between two or more people, none of whom represents a commercial selling source that would gain directly from the sale of something 
B)  it is impersonal and informal and takes place between two or more people, none of whom represents a commercial selling source that would gain directly from the sale of something 
C)  it is interpersonal and informal and takes place between two or more people, none of whom represents a commercial selling source that would gain directly from the sale of something 
D)  it is impersonal and formal and takes place between two or more people, none of whom represents a commercial selling source that would gain directly from the sale of something 
E)  it is interpersonal and informal and takes place between two or more people, one of whom represents a commercial selling source that would gain directly from the sale of something 
A)  it is interpersonal and formal and takes place between two or more people, none of whom represents a commercial selling source that would gain directly from the sale of something 
B)  it is impersonal and informal and takes place between two or more people, none of whom represents a commercial selling source that would gain directly from the sale of something 
C)  it is interpersonal and informal and takes place between two or more people, none of whom represents a commercial selling source that would gain directly from the sale of something 
D)  it is impersonal and formal and takes place between two or more people, none of whom represents a commercial selling source that would gain directly from the sale of something 
E)  it is interpersonal and informal and takes place between two or more people, one of whom represents a commercial selling source that would gain directly from the sale of something

Question 4

When is sex best used in advertising?

Accepted Answer

Sex is best used when the product is rel

Question 5

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 the 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 6

The ability to reach exclusively intended audiences is known as ________.

Accepted Answer

A)  consumer profiling 
B)  psychological noise 
C)  audience profiling 
D)  targeting precision 
E)  persuasion effectiveness 
A)  consumer profiling 
B)  psychological noise 
C)  audience profiling 
D)  targeting precision 
E)  persuasion effectiveness

Question 7

Of the various reference groups,consumers are most likely to gain membership to symbolic groups.

Accepted Answer

A) True 
 B)False

Question 8

________ are considered expert informal sources of information.

Accepted Answer

A)  Salespeople 
B)  Consumer Reports 
C)  Opinion leaders 
D)  Spokespeople 
E)  Buzz agents 
A)  Salespeople 
B)  Consumer Reports 
C)  Opinion leaders 
D)  Spokespeople 
E)  Buzz agents

Question 9

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 the 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's practice of having its tablets appear during popular television shows is known as ________.

Accepted Answer

A)  product placement 
B)  psychological noise 
C)  corrective advertising 
D)  branded entertainment 
E)  positive message framing 
A)  product placement 
B)  psychological noise 
C)  corrective advertising 
D)  branded entertainment 
E)  positive message framing

Question 10

________ is designed to promote a favorable company image rather than to promote specific products.

Accepted Answer

A)  Publicity 
B)  Endorsement 
C)  Umbrella branding 
D)  Institutional advertising 
E)  Word of mouth 
A)  Publicity 
B)  Endorsement 
C)  Umbrella branding 
D)  Institutional advertising 
E)  Word of mouth

Question 11

Most persuasive messages are in the form of ________.

Accepted Answer

A)  nontraditional media 
B)  facial expressions 
C)  verbal statements 
D)  body language 
E)  nonverbal forms of communication 
A)  nontraditional media 
B)  facial expressions 
C)  verbal statements 
D)  body language 
E)  nonverbal forms of communication

Question 12

Radio is an example of an interpersonal medium.

Accepted Answer

A) True 
 B)False

Question 13

Consumers with a low need for cognition are more likely to be persuaded by negatively framed messages.

Accepted Answer

A) True 
 B)False

Question 14

Time shifting and channel surfing are ways consumers can practice ________ to avoid messages.

Accepted Answer

A)  psychological noise 
B)  perceptual defense 
C)  selective exposure 
D)  self defense 
E)  roadblocking 
A)  psychological noise 
B)  perceptual defense 
C)  selective exposure 
D)  self defense 
E)  roadblocking

Question 15

In advertising,when Advil compares its benefits to Motrin IB as a pain killer,this is an example of ________.

Accepted Answer

A)  positive message framing 
B)  comparative advertising 
C)  the central route to persuasion 
D)  advertising resonance 
E)  two-sided messaging 
A)  positive message framing 
B)  comparative advertising 
C)  the central route to persuasion 
D)  advertising resonance 
E)  two-sided messaging

Question 16

A(n)________ is a personal online journal which also includes comments entered by the readers

Accepted Answer

A)  editorial 
B)  sales pitch 
C)  marketing message 
D)  blog 
E)  social network 
A)  editorial 
B)  sales pitch 
C)  marketing message 
D)  blog 
E)  social network

Question 17

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,Paper Queen measured the effectiveness of its advertising via the ________.

Accepted Answer

A)  sleeper effect 
B)  primacy effect 
C)  sales effect 
D)  publicity effect 
E)  persuasion effect 
A)  sleeper effect 
B)  primacy effect 
C)  sales effect 
D)  publicity effect 
E)  persuasion effect

Question 18

The medium or communication channel can be impersonal,like ________,or interpersonal,like ________.

Accepted Answer

A)  telephone conversations with a salesperson; mass media 
B)  a face to face conversation with a salesperson; print media 
C)  billboards; an online chat with a salesperson 
D)  mass media; newspaper ad 
E)  a radio advertisement; a television advertisement 
A)  telephone conversations with a salesperson; mass media 
B)  a face to face conversation with a salesperson; print media 
C)  billboards; an online chat with a salesperson 
D)  mass media; newspaper ad 
E)  a radio advertisement; a television advertisement

Question 19

Consumers with an independent self-view find negative framing of messages to be more convincing than positive framing of messages.

Accepted Answer

A) True 
 B)False

Question 20

Feedback from mass communication is generally direct.

Accepted Answer

A) True 
 B)False

Identify and discuss some of the defining characteristics of opinion leaders across all product categories.

Which of the following is true of sex in advertising?

The key characteristic of the influence associated with opinion leadership is that ________.

When is sex best used in advertising?

The ability to reach exclusively intended audiences is known as ________.

Of the various reference groups,consumers are most likely to gain membership to symbolic groups.

________ are considered expert informal sources of information.

________ is designed to promote a favorable company image rather than to promote specific products.

Most persuasive messages are in the form of ________.

Radio is an example of an interpersonal medium.

Consumers with a low need for cognition are more likely to be persuaded by negatively framed messages.

Time shifting and channel surfing are ways consumers can practice ________ to avoid messages.

In advertising,when Advil compares its benefits to Motrin IB as a pain killer,this is an example of ________.

A(n)________ is a personal online journal which also includes comments entered by the readers

The medium or communication channel can be impersonal,like ,or interpersonal,like .

Consumers with an independent self-view find negative framing of messages to be more convincing than positive framing of messages.

Feedback from mass communication is generally direct.

Consumer Behavior: Meeting Changes and Challenges

Introduction to the Consumer Research Process

Market Segmentation and Strategic Targeting

Consumer Motivation

Personality and Consumer Behavior

Consumer Perception

Consumer Learning

Consumer Attitude Formation and Change

The Family and Its Social Class Standing

The Influence of Culture on Consumer Behavior

Subcultures and Consumer Behavior

Cross-Cultural Consumer Behavior: an International Perspective

Consumers and the Diffusion of Innovations

Consumer Decision Making and Beyond

Marketing Ethics and Social Responsibility

Filters

Exam 9: Communication and Consumer Behavior

Identify and discuss some of the defining characteristics of opinion leaders across all product categories.

Which of the following is true of sex in advertising?

The key characteristic of the influence associated with opinion leadership is that ________.

When is sex best used in advertising?

The ability to reach exclusively intended audiences is known as ________.

Of the various reference groups,consumers are most likely to gain membership to symbolic groups.

________ are considered expert informal sources of information.

________ is designed to promote a favorable company image rather than to promote specific products.

Most persuasive messages are in the form of ________.

Radio is an example of an interpersonal medium.

Consumers with a low need for cognition are more likely to be persuaded by negatively framed messages.

Time shifting and channel surfing are ways consumers can practice ________ to avoid messages.

In advertising,when Advil compares its benefits to Motrin IB as a pain killer,this is an example of ________.

A(n)________ is a personal online journal which also includes comments entered by the readers

The medium or communication channel can be impersonal,like ________,or interpersonal,like ________.

Consumers with an independent self-view find negative framing of messages to be more convincing than positive framing of messages.

Feedback from mass communication is generally direct.

Consumer Behavior: Meeting Changes and Challenges

Introduction to the Consumer Research Process

Market Segmentation and Strategic Targeting

Consumer Motivation

Personality and Consumer Behavior

Consumer Perception

Consumer Learning

Consumer Attitude Formation and Change

The Family and Its Social Class Standing

The Influence of Culture on Consumer Behavior

Subcultures and Consumer Behavior

Cross-Cultural Consumer Behavior: an International Perspective

Consumers and the Diffusion of Innovations

Consumer Decision Making and Beyond

Marketing Ethics and Social Responsibility

Filters

The medium or communication channel can be impersonal,like ,or interpersonal,like .