1545757
Description
Quiz by Faria Islam, updated more than 1 year ago
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Created by Faria Islam
over 9 years ago
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Question 1
Question
Effectiveness of marketing communications to change attitudes is an example of
Answer
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Persuasion
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Building credibility
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Sleeper Effect
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Hype
Question 2
Question
Consumers are now proactive in communications processes: Twitter, Internet, iPhone, Facebook
Answer
- True
- False
Question 3
Question
Consumers are active goal-directed and draw on mass media to satisfy needs
Answer
- True
- False
Question 4
Question
Same words by different people can have very different meanings. This is
Answer
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source bias
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source effects
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buzz
Question 5
Question
Over time disliked sources can still get a message across effectively. Sometimes sources become irritating or disliked.
Answer
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sleeper effect
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persuasion
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credibility
Question 6
Question
What is building credibility?
Answer
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Sources perceived expertise, objectivity, or trustworthiness
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Effectiveness of marketing communications to change attitudes
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Source has required knowledge but source's willingness to convey it is compromised
Question 7
Question
____ is authentic message generated by customers
Answer
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Hype
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Buzz
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Sleeper Effect
Question 8
Question
____ is inauthentic message generated by corporate propoganda
Answer
-
buzz
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hype
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sleeper effect
Question 9
Question
knowledge bias is when a source's knowledge about a topic is not accurate
Answer
- True
- False
Question 10
Question
source has required knowledge but source's willingness to convey is compromised is an example of
Answer
-
consumer beliefs
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knowledge bias
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reporting bias
Question 11
Question
______ is perceived social value of source
Answer
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source attractiveness
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halo effect
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physically attractive
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visual image
Question 12
Question
people who rank high on one dimension are assumed to excel at other dimensions is an example of
Answer
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halo effect
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source attractiveness
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credibility
Question 13
Question
what are some examples of non-human endorsers
Answer
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social status
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mascots/animals
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avatar: cyberspace character that can be moved around in a virtual world
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cartoon characters
Question 14
Question
big emotional impact
Answer
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visual images
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verbal message
Question 15
Question
high-involvement situations
Answer
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visual images
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verbal message
Question 16
Question
Powerful description/graphics command attention and are strongly embedded in memory is called
Answer
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comparative advertising
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conventional ads
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vividness
Question 17
Question
when an advertisement compares two but recognizable brands on specific attributes, this is called
Answer
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comparative advertising
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rational appeals
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emotional appeals
Question 18
Question
many companies use an emotional strategy when consumers find no differences among brands
Answer
- True
- False
Question 19
Question
sexual appeals don't vary by country. Strong sexual imagery don't make consumers likely to buy a product
Answer
- True
- False
Question 20
Question
different cultures have different sense of humor. humorous ads get attention, they are a source of distraction and increase message acceptance
Answer
- True
- False
Question 21
Question
emphasize negative consequences that can occur unless a consumer changes behaviour attitude, it is common in social marketing.
Answer
-
fear appeals
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sex appeal
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humorous appeal
Question 22
Question
assumes that once consumers receive message they begin to process it is called?
Answer
-
ELM elaboration likelihood model
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sex appeal
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fear apeal
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