Exam 7: The Role of Persuasion in IMC

Write a description of the elaboration likelihood model and discuss the implications of this model on marketing communications.

Jack Joseph challenges the message claim made in an automobile commercial.This is an example of _____.

When applying classical conditioning to advertising,the _____ would be the unconditioned response.

You are asked to donate money to a charity drive conducted by a university sorority.Not knowing how much to donate,you ask,"How much are other students giving?" The fund raiser repliers,"Anywhere between $3 to $5." Which influence tool best characterizes this situation? 

Outcomes are the consumer's subjective probability assessments,or expectations,regarding the likelihood that performing a certain act will lead to a certain result.

Persuasion is an effort by a marketing communicator to influence the consumer's attitude and behavior in a manner that benefits the communicator.

Beliefs involve those aspects of product ownership that the consumer either desires to obtain or avoid.

In recognizing alternative paths to attitude formation and thus to persuasion,the ELM points out that the form of persuasion will depend both on consumer _____ (their motivation,opportunity,and ability to process marketing messages)and the relative strengths of the brand.

Betty Franks agrees with the message in an advertisement for a political candidate.This is an example of _____.

Peripheral cues may play a more important role than message arguments in determining the outcome of a persuasive effort.

Consider the attitude formation equation, 11ea5c6c_f8de_1a04_945b_afd204ed80d4__11   .According to the theory of reason action (TORA),if all outcomes were equally important to consumers in a particular situation,what term could be removed without any loss in explanation?

The central and peripheral paths represent endpoints on a continuum of persuasion strategies and are intended to imply that persuasion is a(n)_____.

When applying classical conditioning to advertising,the advertised brand would be the _____.

Attitude is a physical property of the consumer.

When a person willfully notices a stimulus,_____ has occurred.

The theory of reasoned action proposes that all forms of planned and reasoned behavior have two primary determinants: _____ and _____.

Explain how the concept of click-whirr behavior applies to consumers.

The conative component of attitude represents one's predisposition to act toward an object.

As part of the socialization process in all cultures,people acquire a _____.

Calvin refuses to eat his spinach.His father asks,"Calvin,do you want to grow up to be big and strong?" Calvin says,"Yes." The father says,"Popeye eats spinach and he's strong,don't you agree Calvin?" Calvin again says,"Yes." The father then says,"Then why don't you eat your spinach?" What influence tool is the father using?