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Marketing
Q:
A marketer uses a ________ when it acknowledges competing products in its marketing communications.
A) one-sided message
B) two-sided message
C) positive frame
D) negative frame
E) vocal cue
Q:
Negative message framing is likely to appeal to which two groups?
A) consumers with high need for cognition and consumers with an independent self-view
B) consumers with low need for cognition and consumers with an independent self-view
C) consumers with low need for cognition and consumers with an interdependent self-view
D) consumers with high need for cognition and consumers with an interdependent self-view
E) consumers with high need for cognition and consumers who have ample opportunity to process the ad's content
Q:
When a marketer stresses the benefits to be lost by not using the product, s/he is using ________.
A) visual complexity
B) psychologically noise
C) positive message framing
D) negative message framing
E) a two-sided appeal
Q:
An advertisement is ________ when it contains dense perceptual features and/or elaborate creative designs.
A) visually complex
B) psychologically noisy
C) overdesigned
D) incomprehensible
E) positively framed
Q:
The sponsor's first step in developing a communication for a consumer is ________.
A) select an appropriate medium to send the message
B) design the message in an appropriate manner
C) decode the message
D) establish objectives of the message
E) measure exposure
Q:
Jeb works for a company that collects data from users' browsers, Google, Yahoo, and Facebook and builds models that marketers use to design the ads consumers see, which are delivered based on demographics and past advertising exposures. His company is a(n) ________.
A) Broadcast Media Company
B) Data Aggregator
C) Interactive Spy
D) Data Mash-up
E) Consumer Agent
Q:
Customized messages that are sent to particular consumers based mostly on the consumers' prior shopping behavior, which marketers have observed and analyzed, are also called ________.
A) traditional media
B) broadcasting
C) addressable advertising
D) informal interpersonal media
E) symbolic media
Q:
Channels of ________ permit marketers to send addressable, customized messages based on data gathered from tracing consumers' surfing and clicks online to individual consumers or small groups.
A) narrowcasting
B) broadcasting
C) traditional media
D) informal media
E) symbolic media
Q:
What is the most effective way to make sure a promotional message stands out and is received and decoded appropriately by the target audience?
A) Repeat the ad several times.
B) Use contrast in communications.
C) Customize messages to customers with digital technologies.
D) Use effective positioning and offer a unique value proposition.
E) Use a sexual appeal.
Q:
Which of the following is NOT a way to overcome psychological noise?
A) Repeat the ad several times.
B) Use contrast in communications.
C) Customize messages to customers with digital technologies.
D) Use effective positioning and offer a unique value proposition.
E) All of the above are ways to overcome psychological noise.
Q:
While Julia is watching television, she is faced with the clutter of nine successive commercial messages during a program break. The marketer who is running the second ad in the series is unlikely to communicate effectively with Julia because the other eight ads are ________.
A) selective exposure
B) symbolic noise
C) psychological noise
D) informal noise
E) figurative noise
Q:
Geoff is responsible for online marketing for the local automotive dealership. He manages the website, Facebook page, and twitter account. The type of media he is responsible for is broadly categorized as ________.
A) comparative media
B) traditional media
C) new media
D) informal media
E) symbolic media
Q:
Big Jim's Furniture Store frequently advertises on the local radio station. The type of media Big Jim's is using is broadly categorized as ________.
A) comparative media
B) traditional media
C) social media
D) informal media
E) symbolic media
Q:
________ in the form of competing advertising messages or distracting thoughts can impact the reception of a promotional message.
A) Selective exposure
B) Symbolic noise
C) Psychological noise
D) Informal exposure
E) Symbolic exposure
Q:
________ is consumers' selectivity in paying attention to advertising messages.
A) Selective exposure
B) Perceptual noise
C) Psychological noise
D) Informal exposure
E) Symbolic exposure
Q:
________ media are online channels, social networks and mobile electronic devices.
A) Comparative
B) New
C) Traditional
D) Informal
E) Symbolic
Q:
________ media are the original communications channels that advertisers have used, and include print and broadcast.
A) Comparative
B) Traditional
C) Social
D) Informal
E) Symbolic
Q:
________ are the channels for transmitting communications.
A) Receivers
B) Senders
C) Noise
D) Media
E) Frames of reference
Q:
The ________ affects the persuasive impact of the message.
A) credibility of the level
B) credibility of the noise
C) credibility of the source
D) credibility of the receiver
E) credibility of the feedback
Q:
The key factor underlying the persuasive impact of a personal or interpersonal message received from either a formal or informal source is ________.
A) the number of times the message is sent
B) the source's credibility
C) the number of times the message is received
D) the type of broadcast medium used
E) the extent to which the receiver's peers understand the message
Q:
The medium or communication channel can be impersonal, like ________, or interpersonal, like ________.
A) telephone conversations with a salesperson; mass media
B) a face to face conversation with a salesperson; print media
C) billboards; an online chat with a salesperson
D) mass media; newspaper ad
E) a radio advertisement; a television advertisement
Q:
The ________ of formal, interpersonal marketing communications is likely to be a targeted prospect or a customer.
A) sender
B) feedback
C) marketer
D) receiver
E) medium
Q:
The sources of ________ are organizations that develop and transmit appropriate messages through their marketing departments, advertising or public relations agencies, and spokespersons.
A) informal communication
B) word-of-mouth communication
C) interpersonal communication
D) impersonal communication
E) intrapersonal communication
Q:
Which of the following is an example of an informal communications source?
A) a person you start a conversation with about a cell phone at an airport
B) a travel agent
C) an airline
D) a salesperson
E) a hospital
Q:
Which of the following is an example of a formal communications source?
A) a parent
B) a friend
C) a salesperson
D) a work colleague
E) a doctor
Q:
________ are messages that companies transmit through their marketing departments, advertising or public relations agencies and spokespersons.
A) Interpersonal communications
B) Impersonal communications
C) Receiver communications
D) Noise communications
E) Informal communications
Q:
In order to be persuasive, the receivers ________.
A) must decode the messages the way the senders intended
B) must like humor appeals
C) must like sexual appeals
D) must like violent images
E) all of the above
Q:
The ________ is the initiator of communication.
A) feedback
B) receiver
C) medium
D) message
E) sender
Q:
In addition to the four basic components of sender, receiver, medium, and message, ________ is the fifth essential component of communication.
A) stimulation
B) feedback
C) transfer
D) expression
E) creativity
Q:
The transmission of a message from a sender to a receiver via a medium of transmission is known as ________.
A) feedback
B) stimulation
C) communication
D) transfer
E) expression
Q:
How do marketers assess the effects of mass communications?
Q:
How do mass media senders infer feedback from their messages?
Q:
What guidelines should a marketer following when using fear appeals in advertising?
Q:
Fear is a frequently used appeal in advertising. Talk about its intensity versus its effectiveness.
Q:
Why is humor used so frequently in advertisements? In your response, include evidence from research studies on using humor in advertising.
Q:
What are the advantages and disadvantages of using comparative advertising?
Q:
What is the difference between a one-sided message and a two-sided message? When are they used?
Q:
Provide an example of how data helps advertisers identify consumers and send narrowcast messages.
Q:
Identify strategies that marketers can use to overcome psychological noise.
Q:
What are the advantages of interpersonal communications relative to impersonal communications?
Q:
Day-after recall tests ask viewers of TV shows or listeners to radio broadcasts to respond to interview questions a day after listening to or watching a given program.
Q:
Mass communications feedback is usually inferred.
Q:
Compared with impersonal communications in mass media, a key advantage of interpersonal communications is the ability to obtain immediate feedback through verbal and nonverbal cues.
Q:
Humor does not harm the comprehension of ads, and, in some cases, it aids comprehension.
Q:
One study discovered that a strong graphic threat message had a greater effect for a familiar issue than it did for an unfamiliar issue.
Q:
Among women, attention-getting comparative appeals produced inferences regarding the ads' manipulative intentions and reduced purchase likelihood.
Q:
Using puns or wordplay in ads decrease readership.
Q:
The recall of a commercial and its central theme is evidence of its attention-getting and persuasive power.
Q:
Feedback from mass communication is generally direct.
Q:
The most effective way to ensure that a promotional message stands out and is received and decoded appropriately by the target audience is through effective positioning and a unique selling proposition.
Q:
For consumers with an independent self-view (who view themselves as defined by unique characteristics), messages that stress avoidance goals (negative framing) are more convincing.
Q:
The appropriate message framing decision depends on consumer's attitudes and characteristics as well as the product itself.
Q:
Design complexity hurts attention to the brand and attitude toward the ad, whereas feature complexity enhances paying attention to the ad, its comprehensibility and attitude toward the ad.
Q:
Marketers encode messages by using words, pictures, symbols, spokespersons and special channels.
Q:
Data Aggregators are limited to data from cable companies and magazine subscriptions.
Q:
Online marketers are less likely to use cookies and ratings to generate addressable advertising than offline marketers.
Q:
The term "traditional media" is synonymous with broadcast media and mass media.
Q:
When the source is well respected and highly thought of by the intended audience, the message is much more likely to be believed.
Q:
Generally, it is easier to obtain immediate feedback from interpersonal communications than impersonal communications.
Q:
A photograph or illustration conveys verbal messages.
Q:
Newspapers and magazines are examples of print mass media.
Q:
Radio is an example of an interpersonal medium.
Q:
The principle of redundancy suggests marketers should repeat exposures to advertising messages to overcome psychological noise and facilitate message reception.
Q:
Unlike informal sources, the formal communications sources are typically considered to be more credible because they have nothing to gain from the persuasive impact of the message.
Q:
TISSUE MINI CASE: Paper Queen is a paper goods company that has recently come out with its own line of Kleenex-like face tissues. In order to promote its new product, Paper Queen has sponsored a Friday Night Tear-Jerker movie series for the month of April on local network television stations. During March, leading up to the movie series, Paper Queen advertised the upcoming event during the same time slot on a number of competing television stations in an effort to expose even channel surfers to its advertising. After the promotions started, Paper Queen measured the success of its advertising campaign based on the number of boxes of tissues it sold.
In the TISSUE MINI CASE, which of the following is most likely to be used to track the sales effects of the promotional campaign?
A) brain wave analysis
B) attitudinal measures
C) UPC codes
D) Facial EMG
E) Likert scales
Q:
TISSUE MINI CASE: Paper Queen is a paper goods company that has recently come out with its own line of Kleenex-like face tissues. In order to promote its new product, Paper Queen has sponsored a Friday Night Tear-Jerker movie series for the month of April on local network television stations. During March, leading up to the movie series, Paper Queen advertised the upcoming event during the same time slot on a number of competing television stations in an effort to expose even channel surfers to its advertising. After the promotions started, Paper Queen measured the success of its advertising campaign based on the number of boxes of tissues it sold.
In the TISSUE MINI CASE, the way Paper Queen measured the effectiveness of its advertising is considered ________.
A) inferred feedback
B) sensitive feedback
C) direct feedback
D) generalized feedback
E) interpersonal feedback
Q:
TISSUE MINI CASE: Paper Queen is a paper goods company that has recently come out with its own line of Kleenex-like face tissues. In order to promote its new product, Paper Queen has sponsored a Friday Night Tear-Jerker movie series for the month of April on local network television stations. During March, leading up to the movie series, Paper Queen advertised the upcoming event during the same time slot on a number of competing television stations in an effort to expose even channel surfers to its advertising. After the promotions started, Paper Queen measured the success of its advertising campaign based on the number of boxes of tissues it sold.
In the TISSUE MINI CASE, Paper Queen measured the effectiveness of its advertising via the ________.
A) sleeper effect
B) primacy effect
C) sales effect
D) publicity effect
E) persuasion effect
Q:
TISSUE MINI CASE: Paper Queen is a paper goods company that has recently come out with its own line of Kleenex-like face tissues. In order to promote its new product, Paper Queen has sponsored a Friday Night Tear-Jerker movie series for the month of April on local network television stations. During March, leading up to the movie series, Paper Queen advertised the upcoming event during the same time slot on a number of competing television stations in an effort to expose even channel surfers to its advertising. After the promotions started, Paper Queen measured the success of its advertising campaign based on the number of boxes of tissues it sold.
In the TISSUE MINI CASE, Paper Queen's advertising campaign delivery is best described as ________ communication.
A) formal, interpersonal
B) informal, interpersonal
C) interactive, interpersonal
D) formal, impersonal
E) informal, impersonal
Q:
TISSUE MINI CASE: Paper Queen is a paper goods company that has recently come out with its own line of Kleenex-like face tissues. In order to promote its new product, Paper Queen has sponsored a Friday Night Tear-Jerker movie series for the month of April on local network television stations. During March, leading up to the movie series, Paper Queen advertised the upcoming event during the same time slot on a number of competing television stations in an effort to expose even channel surfers to its advertising. After the promotions started, Paper Queen measured the success of its advertising campaign based on the number of boxes of tissues it sold.
In the TISSUE MINI CASE, by sponsoring the Friday Night Tear-Jerker movie series, Paper Queen was the only advertiser to air ads during the movie. By removing competitive advertising from the consumer's TV-watching environment during the movie, Paper Queen was trying to minimize ________.
A) product placement
B) celebrity endorsement
C) psychological noise
D) branded entertainment
E) positive message framing
Q:
HEADACHE MINI CASE: Fast Relief sells a pain killer that is especially effective on relieving headache pain. Under the slogan "If you really want to fix a problem, you have to use the right tools," Fast Relief advertising points out that while its tablets aren't as effective at relieving muscle pain as Cure-All, its leading competitor, clinical trials have shown that Fast Relief is 10 times more effective than Cure-All at relieving headaches. At the beginning of the advertising spot, a woman is shown with her eyes shut tight and her hand pressed against her forehead. Over the course of the ad, the woman's face gradually relaxes and she begins to look relieved and comfortable. Fast Relief also advertises its products by having its tablets used by actors to relieve their headaches during popular television shows.
In the HEADACHE MINI CASE, Fast Relief outlines a side-by-side comparison between its pain reliever and that of Cure-All. This is known as ________
A) deceptive advertising
B) psychological noise
C) corrective advertising
D) branded entertainment
E) comparative advertising
Q:
HEADACHE MINI CASE: Fast Relief sells a pain killer that is especially effective on relieving headache pain. Under the slogan "If you really want to fix a problem, you have to use the right tools," Fast Relief advertising points out that while its tablets aren't as effective at relieving muscle pain as Cure-All, its leading competitor, clinical trials have shown that Fast Relief is 10 times more effective than Cure-All at relieving headaches. At the beginning of the advertising spot, a woman is shown with her eyes shut tight and her hand pressed against her forehead. Over the course of the ad, the woman's face gradually relaxes and she begins to look relieved and comfortable. Fast Relief also advertises its products by having its tablets used by actors to relieve their headaches during popular television shows.
In the HEADACHE MINI CASE, Fast Relief maintains that its tablets relieve headache pain 10 times more effectively than Cure-All. This is an example of ________.
A) deceptive advertising
B) psychological noise
C) corrective advertising
D) branded entertainment
E) positive message framing
Q:
Briefly describe how individuals analyze self-attributions and provide an example.
Q:
What is the foot-in-the door technique? Give an example.
Q:
What is cognitive dissonance and when does it happen?
Q:
How can marketers utilize the knowledge function to influence the basic motivational function?
Q:
Explain how involvement in a purchase situation affects the amount of cognitive elaboration a consumer will use, which can affect a marketer's success in altering the consumer's attitudes. Be sure to mention each of the two routes to persuasion in your response.
Q:
Identify the four functions that serve as motivators under the functional approach and provide an example of each.
Q:
To help marketers understand the impact of advertising on consumer attitudes, they use a certain model to help measure attitudes. Talk about this model.
Q:
What is the theory of trying to consume? Give an example from your own experience.
Q:
One of the multiattribute models is the attitude-toward-behavior model. Explain the model and give an example.