Faria Islam
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Quiz on ch 8 quiz, created by Faria Islam on 28/10/2014.

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Faria Islam
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ch 8 quiz

Question 1 of 22

1

Effectiveness of marketing communications to change attitudes is an example of

Select one of the following:

  • Persuasion

  • Building credibility

  • Sleeper Effect

  • Hype

Explanation

Question 2 of 22

1

Consumers are now proactive in communications processes: Twitter, Internet, iPhone, Facebook

Select one of the following:

  • True
  • False

Explanation

Question 3 of 22

1

Consumers are active goal-directed and draw on mass media to satisfy needs

Select one of the following:

  • True
  • False

Explanation

Question 4 of 22

1

Same words by different people can have very different meanings. This is

Select one or more of the following:

  • source bias

  • source effects

  • buzz

Explanation

Question 5 of 22

1

Over time disliked sources can still get a message across effectively. Sometimes sources become irritating or disliked.

Select one or more of the following:

  • sleeper effect

  • persuasion

  • credibility

Explanation

Question 6 of 22

1

What is building credibility?

Select one or more of the following:

  • Sources perceived expertise, objectivity, or trustworthiness

  • Effectiveness of marketing communications to change attitudes

  • Source has required knowledge but source's willingness to convey it is compromised

Explanation

Question 7 of 22

1

____ is authentic message generated by customers

Select one of the following:

  • Hype

  • Buzz

  • Sleeper Effect

Explanation

Question 8 of 22

1

____ is inauthentic message generated by corporate propoganda

Select one of the following:

  • buzz

  • hype

  • sleeper effect

Explanation

Question 9 of 22

1

knowledge bias is when a source's knowledge about a topic is not accurate

Select one of the following:

  • True
  • False

Explanation

Question 10 of 22

1

source has required knowledge but source's willingness to convey is compromised is an example of

Select one or more of the following:

  • consumer beliefs

  • knowledge bias

  • reporting bias

Explanation

Question 11 of 22

1

______ is perceived social value of source

Select one or more of the following:

  • source attractiveness

  • halo effect

  • physically attractive

  • visual image

Explanation

Question 12 of 22

1

people who rank high on one dimension are assumed to excel at other dimensions is an example of

Select one or more of the following:

  • halo effect

  • source attractiveness

  • credibility

Explanation

Question 13 of 22

1

what are some examples of non-human endorsers

Select one or more of the following:

  • social status

  • mascots/animals

  • avatar: cyberspace character that can be moved around in a virtual world

  • cartoon characters

Explanation

Question 14 of 22

1

big emotional impact

Select one or more of the following:

  • visual images

  • verbal message

Explanation

Question 15 of 22

1

high-involvement situations

Select one or more of the following:

  • visual images

  • verbal message

Explanation

Question 16 of 22

1

Powerful description/graphics command attention and are strongly embedded in memory is called

Select one or more of the following:

  • comparative advertising

  • conventional ads

  • vividness

Explanation

Question 17 of 22

1

when an advertisement compares two but recognizable brands on specific attributes, this is called

Select one or more of the following:

  • comparative advertising

  • rational appeals

  • emotional appeals

Explanation

Question 18 of 22

1

many companies use an emotional strategy when consumers find no differences among brands

Select one of the following:

  • True
  • False

Explanation

Question 19 of 22

1

sexual appeals don't vary by country. Strong sexual imagery don't make consumers likely to buy a product

Select one of the following:

  • True
  • False

Explanation

Question 20 of 22

1

different cultures have different sense of humor. humorous ads get attention, they are a source of distraction and increase message acceptance

Select one of the following:

  • True
  • False

Explanation

Question 21 of 22

1

emphasize negative consequences that can occur unless a consumer changes behaviour attitude, it is common in social marketing.

Select one or more of the following:

  • fear appeals

  • sex appeal

  • humorous appeal

Explanation

Question 22 of 22

1

assumes that once consumers receive message they begin to process it is called?

Select one or more of the following:

  • ELM elaboration likelihood model

  • sex appeal

  • fear apeal

Explanation

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