Question 1

In the question "what is your attitude toward obtaining a college degree" a college degree is the ______.

Accepted Answer

A)  target 
B)  action 
C)  context 
D)  behavior 
E)  time 
A)  target 
B)  action 
C)  context 
D)  behavior 
E)  time

Question 2

The cognitive component of an attitude represents one's behavioral tendency.

Accepted Answer

A) True 
 B)False

Question 3

According to classical conditioning,repeated association with the purchase of a product (CR)will encourage consumers to seek exposure to advertisements (CS)in order to achieve an unconditioned response (UR).

Accepted Answer

A) True 
 B)False

Question 4

Margaret Stephens notices the television commercial because of the loud sounds.This is an example of _____.

Accepted Answer

A)  exposure 
B)  involuntary attention 
C)  nonvoluntary attention 
D)  voluntary attention 
E)  interpretation 
A)  exposure 
B)  involuntary attention 
C)  nonvoluntary attention 
D)  voluntary attention 
E)  interpretation

Question 5

Calvin refuses to eat his spinach.His father says,"Eat your spinach,Calvin,and you can stay up one hour longer than your normal bedtime." What influence tool is the father using?

Accepted Answer

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

Question 6

The affective component of an attitude refers to the evaluative or feeling aspect of an attitude.

Accepted Answer

A) True 
 B)False

Question 7

When applying classical conditioning in advertising,the advertised brand would be the conditioned stimulus.

Accepted Answer

A) True 
 B)False

Question 8

_____ attention requires very little effort on the part of the receiver.

Accepted Answer

A)  Involuntary 
B)  Voluntary 
C)  Selective 
D)  All of these are correct. 
E)  None of these are correct. 
A)  Involuntary 
B)  Voluntary 
C)  Selective 
D)  All of these are correct. 
E)  None of these are correct.

Question 9

When consumers are attracted to stimuli that supply relevant facts and figures,they are interested in meeting their _____.

Accepted Answer

A)  heuristic needs 
B)  emotional needs 
C)  hedonic needs 
D)  informational needs 
E)  symbolic needs 
A)  heuristic needs 
B)  emotional needs 
C)  hedonic needs 
D)  informational needs 
E)  symbolic needs

Question 10

Suppose Gina,who has always purchased Johnson & Johnson Baby Shampoo in the past,decides to switch to Paul Mitchell shampoo and conditioner (a line sold only in hair salons).Her switch occurs because she has been convinced that gentleness is not as important as she previously thought.In attitude-change-strategy terms,what has happened?

Accepted Answer

A)  A new attribute has been added to Gina's cognitive structure. 
B)  An attribute has been removed. 
C)  An existing evaluation has been changed. 
D)  A belief has been changed. 
E)  A new outcome has been added. 
A)  A new attribute has been added to Gina's cognitive structure. 
B)  An attribute has been removed. 
C)  An existing evaluation has been changed. 
D)  A belief has been changed. 
E)  A new outcome has been added.

Question 11

Motivation is high when a message relates to a person's present goals and needs.

Accepted Answer

A) True 
 B)False

Question 12

A(n)_____ is a specimen or model of a particular concept or idea.

Accepted Answer

A)  frame 
B)  exemplar 
C)  symbol 
D)  sign 
E)  reference 
A)  frame 
B)  exemplar 
C)  symbol 
D)  sign 
E)  reference

Question 13

Motivation,attitude,and opportunity,determine each person's elaboration likelihood for a particular message.

Accepted Answer

A) True 
 B)False

Question 14

The personal relevance that a communication has for a receiver is a critical determinant of the extent and form of persuasion.

Accepted Answer

A) True 
 B)False

Question 15

Pavlov's experiment is an application of _____.

Accepted Answer

A)  operant conditioning 
B)  classical conditioning 
C)  reasoning 
D)  cognitive dissonance 
E)  stimulus generalization 
A)  operant conditioning 
B)  classical conditioning 
C)  reasoning 
D)  cognitive dissonance 
E)  stimulus generalization

Question 16

Attitudes are constantly changing.

Accepted Answer

A) True 
 B)False

Question 17

According to the ELM theory,people experience _____ attitude changes when persuaded via the peripheral route.

Accepted Answer

A)  temporary 
B)  permanent 
C)  semi-permanent 
D)  exceptional 
E)  None of these are correct. 
A)  temporary 
B)  permanent 
C)  semi-permanent 
D)  exceptional 
E)  None of these are correct.

Question 18

Marketers can enhance the consumers' ability to access knowledge structures by _____.

Accepted Answer

A)  using loud music 
B)  using colorful ads 
C)  employing verbal framing 
D)  repeating brand information 
E)  increasing curiosity about the brand 
A)  using loud music 
B)  using colorful ads 
C)  employing verbal framing 
D)  repeating brand information 
E)  increasing curiosity about the brand

Question 19

To achieve enhanced motivation,a marketer may try to enhance the relevance of a brand by doing what?

Accepted Answer

A)  using humor 
B)  presenting little information 
C)  using fear appeals 
D)  using an element of suspense 
E)  opening with a surprise 
A)  using humor 
B)  presenting little information 
C)  using fear appeals 
D)  using an element of suspense 
E)  opening with a surprise

Question 20

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

Accepted Answer

A)  belief regarding outcome i 
B)  behavior regarding outcome i 
C)  behavioral intention 
D)  behavior regarding outcome j 
E)  belief regarding outcome j 
A)  belief regarding outcome i 
B)  behavior regarding outcome i 
C)  behavioral intention 
D)  behavior regarding outcome j 
E)  belief regarding outcome j

Exam 7: The Role of Persuasion in IMC

In the question "what is your attitude toward obtaining a college degree" a college degree is the ______.

The cognitive component of an attitude represents one's behavioral tendency.

According to classical conditioning,repeated association with the purchase of a product (CR)will encourage consumers to seek exposure to advertisements (CS)in order to achieve an unconditioned response (UR).

Margaret Stephens notices the television commercial because of the loud sounds.This is an example of _____.

Calvin refuses to eat his spinach.His father says,"Eat your spinach,Calvin,and you can stay up one hour longer than your normal bedtime." What influence tool is the father using?

The affective component of an attitude refers to the evaluative or feeling aspect of an attitude.

When applying classical conditioning in advertising,the advertised brand would be the conditioned stimulus.

_____ attention requires very little effort on the part of the receiver.

When consumers are attracted to stimuli that supply relevant facts and figures,they are interested in meeting their _____.

Motivation is high when a message relates to a person's present goals and needs.

A(n)_____ is a specimen or model of a particular concept or idea.

Motivation,attitude,and opportunity,determine each person's elaboration likelihood for a particular message.

The personal relevance that a communication has for a receiver is a critical determinant of the extent and form of persuasion.

Pavlov's experiment is an application of _____.

Attitudes are constantly changing.

According to the ELM theory,people experience _____ attitude changes when persuaded via the peripheral route.

Marketers can enhance the consumers' ability to access knowledge structures by _____.

To achieve enhanced motivation,a marketer may try to enhance the relevance of a brand by doing what?

Based on the attitude formation equation , 11ea5c6c_f8dd_f2f1_945b_c7af59ba77d1__11 ,the bij term refers to a _____.

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_f2f1_945b_c7af59ba77d1__11 ,the b_ij term refers to a _____.