Question 1

In general,novel messages are _____.

Accepted Answer

A)  unusual 
B)  distinctive 
C)  unpredictable 
D)  All of these are correct. 
E)  None of these are correct. 
A)  unusual 
B)  distinctive 
C)  unpredictable 
D)  All of these are correct. 
E)  None of these are correct.

Question 2

Attitudes are hypothetical constructs.

Accepted Answer

A) True 
 B)False

Question 3

Elaboration involves the matter of whether it is physically possible for a person to process a message.

Accepted Answer

A) True 
 B)False

Question 4

Explain why physical attractiveness and similarity are important.

Accepted Answer

This influence tactic deals with the fac

Question 5

The secret to facilitating encoding is _____.

Accepted Answer

A)  repetition 
B)  heuristics 
C)  hedonism 
D)  motivation 
E)  opportunity 
A)  repetition 
B)  heuristics 
C)  hedonism 
D)  motivation 
E)  opportunity

Question 6

Which tool of influence is being used when a car salesperson gets a consumer to agree to a price and then goes to get the sales manager's approval?

Accepted Answer

A)  reciprocation 
B)  commitment and consistency 
C)  social proof 
D)  authority 
E)  scarcity 
A)  reciprocation 
B)  commitment and consistency 
C)  social proof 
D)  authority 
E)  scarcity

Question 7

Based on the attitude formation equation,   ,the ei term refers to an _____.

Accepted Answer

A)  elaboration toward outcome i 
B)  estimation of outcome i 
C)  evaluation of outcome i 
D)  enduring attitude change 
E)  evaluation of brand i 
A)  elaboration toward outcome i 
B)  estimation of outcome i 
C)  evaluation of outcome i 
D)  enduring attitude change 
E)  evaluation of brand i

Question 8

Which of the following statements reflects the conative attitude component?

Accepted Answer

A)  I enjoy reading. 
B)  Reading improves the mind. 
C)  Everyone should try to improve their reading skills. 
D)  Mysteries are fun to read. 
E)  I plan to purchase three books this week. 
A)  I enjoy reading. 
B)  Reading improves the mind. 
C)  Everyone should try to improve their reading skills. 
D)  Mysteries are fun to read. 
E)  I plan to purchase three books this week.

Question 9

Evelyn Rivers is the advertising director of a chain of health clubs.She is putting together an advertisement.She wants to enhance the consumers' opportunity to encode information.The best way to accomplish this objective would be to _____.

Accepted Answer

A)  repeat the ad on multiple occasions 
B)  use loud music 
C)  use celebrities 
D)  use colorful ads 
E)  employ verbal framing 
A)  repeat the ad on multiple occasions 
B)  use loud music 
C)  use celebrities 
D)  use colorful ads 
E)  employ verbal framing

Question 10

Support arguments arise when the receiver challenges a message claim.

Accepted Answer

A) True 
 B)False

Question 11

Attitudes toward a brand result from a combination of _____ attitude-formation processes.

Accepted Answer

A)  primary and secondary 
B)  linear and non-linear 
C)  associative and non-associative 
D)  central- and peripheral-route 
E)  None of these are correct. 
A)  primary and secondary 
B)  linear and non-linear 
C)  associative and non-associative 
D)  central- and peripheral-route 
E)  None of these are correct.

Question 12

When elaboration likelihood is high,the receiver will focus predominantly on peripheral cues rather than message arguments.

Accepted Answer

A) True 
 B)False

Question 13

Marketers can enhance consumers' motivation to attend to a message by _____.

Accepted Answer

A)  increasing curiosity about the brand 
B)  repeating the ad on multiple occasions 
C)  employing verbal framing 
D)  appealing to hedonic needs 
E)  using concretizations 
A)  increasing curiosity about the brand 
B)  repeating the ad on multiple occasions 
C)  employing verbal framing 
D)  appealing to hedonic needs 
E)  using concretizations

Question 14

Because it attempts to guide people toward a change to their beliefs,attitudes,or behavior,persuasion is,by definition,unethical.

Accepted Answer

A) True 
 B)False

Question 15

The affective component of attitudes focuses on _____.

Accepted Answer

A)  feelings and evaluations 
B)  beliefs 
C)  knowledge 
D)  behavioral tendencies 
E)  information 
A)  feelings and evaluations 
B)  beliefs 
C)  knowledge 
D)  behavioral tendencies 
E)  information

Question 16

A marketer who is using colorful ads is enhancing the consumers' _____.

Accepted Answer

A)  motivation to attend to the message 
B)  motivation to process brand information 
C)  opportunity to encode information 
D)  opportunity to reduce processing time 
E)  ability to access knowledge structures 
A)  motivation to attend to the message 
B)  motivation to process brand information 
C)  opportunity to encode information 
D)  opportunity to reduce processing time 
E)  ability to access knowledge structures

Question 17

A television commercial's peripheral cues could be the background music.

Accepted Answer

A) True 
 B)False

Question 18

Based on the attitude formation equation,   ,the n term refers to _____.

Accepted Answer

A)  normative influence 
B)  normative beliefs 
C)  the number of normative beliefs 
D)  the number of outcomes or attributes considered 
E)  the number of brands considered 
A)  normative influence 
B)  normative beliefs 
C)  the number of normative beliefs 
D)  the number of outcomes or attributes considered 
E)  the number of brands considered

Question 19

Gina went to a drugstore for a bottle of shampoo.She walked past a point-of-purchase display for Jhirmack shampoos and conditioners,ignored a price-off coupon for Prell,and went directly to the shelf display for the brand she always purchases-Johnson & Johnson's Baby Shampoo.Chances are,Gina's decision is driven most by which attitude component?

Accepted Answer

A)  cognitions 
B)  affect 
C)  message arguments 
D)  peripheral cues 
E)  opportunity 
A)  cognitions 
B)  affect 
C)  message arguments 
D)  peripheral cues 
E)  opportunity

Question 20

Explain the significance of the theory of psychological reactance.

Accepted Answer

The theory of psychological reactance he

Exam 7: The Role of Persuasion in IMC

In general,novel messages are _____.

Attitudes are hypothetical constructs.

Elaboration involves the matter of whether it is physically possible for a person to process a message.

Explain why physical attractiveness and similarity are important.

The secret to facilitating encoding is _____.

Which tool of influence is being used when a car salesperson gets a consumer to agree to a price and then goes to get the sales manager's approval?

Based on the attitude formation equation, 11ea5c6c_f8dd_f2f2_945b_8579fe924f47__11 ,the ei term refers to an _____.

Which of the following statements reflects the conative attitude component?

Evelyn Rivers is the advertising director of a chain of health clubs.She is putting together an advertisement.She wants to enhance the consumers' opportunity to encode information.The best way to accomplish this objective would be to _____.

Support arguments arise when the receiver challenges a message claim.

Attitudes toward a brand result from a combination of _____ attitude-formation processes.

When elaboration likelihood is high,the receiver will focus predominantly on peripheral cues rather than message arguments.

Marketers can enhance consumers' motivation to attend to a message by _____.

Because it attempts to guide people toward a change to their beliefs,attitudes,or behavior,persuasion is,by definition,unethical.

The affective component of attitudes focuses on _____.

A marketer who is using colorful ads is enhancing the consumers' _____.

A television commercial's peripheral cues could be the background music.

Based on the attitude formation equation, 11ea5c6c_f8de_1a03_945b_c9b3d0e036f6__11 ,the n term refers to _____.

Explain the significance of the theory of psychological reactance.

An Overview of Integrated Marketing Communications

Enhancing Brand Equity and Accountability

Brand Adoption, Brand Naming and Intellectual Property Issues

Environmental, Regulatory and Ethical Issues

Segmentation, Targeting, and Positioning

The Communications Process and Consumer Behavior

Imc Objective Setting and Budgeting

An Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Ad Media

Digital Media: Online, Mobile and App Advertising

Social Media

Direct Marketing, CRM, and Other Media

Media Planning and Analysis

Measuring Ad Message Effectiveness

Sales Promotion Overview and the Role of Trade Promotion

Consumer Sales Promotion: Sampling and Couponing

Consumer Sales Promotion: Premiums and Other Promotions

Public Relations, Content Marketing, Viral Marketing, and Sponsorships

Packaging, Pop Communications, and Signage

Personal Selling

Filters

Based on the attitude formation equation, 11ea5c6c_f8dd_f2f2_945b_8579fe924f4711 ,the ei term refers to an ___.

Based on the attitude formation equation, 11ea5c6c_f8de_1a03_945b_c9b3d0e036f611 ,the n term refers to ___.