Podcast
Questions and Answers
In preparing ads, the use of supportive arguments only is typical of a _____ argument approach to advertising.
In preparing ads, the use of supportive arguments only is typical of a _____ argument approach to advertising.
- positive
- one-sided (correct)
- single issue
- declarative
Generally speaking, comparative ads are more effective when:
Generally speaking, comparative ads are more effective when:
- the marketer of an established brand wishes to freshen the image of his brand on selected attributes.
- the marketer of an established brand wishes to eliminate new competition.
- the marketer of a new product wishes to point out faults in the dominant brand.
- the marketer of a new product wishes to give his product a clear brand image close to that of the dominant brand. (correct)
When Bristol-Myers states that "New Liquid Vanish really does clean tough rust stains below the waterline better than Lysol," it is using which of the following strategies?
When Bristol-Myers states that "New Liquid Vanish really does clean tough rust stains below the waterline better than Lysol," it is using which of the following strategies?
- comparative advertising (correct)
- cognitive differentiation
- emotional appeal
- conclusion advertising
What common communication technique listed below can be perceived of as a negative effect when used in a factual communication?
What common communication technique listed below can be perceived of as a negative effect when used in a factual communication?
Acme Company began to sell a digital camera called a Column to compete with Canon's digital cameras. In terms of comparative ads, what should be the strategy of both Acme and Canon?
Acme Company began to sell a digital camera called a Column to compete with Canon's digital cameras. In terms of comparative ads, what should be the strategy of both Acme and Canon?
A car advertiser says its cars are the most expensive within the model class and are not known for their styling, but they have the best safety and quality record of any cars within the model class. What argument is the car advertiser using?
A car advertiser says its cars are the most expensive within the model class and are not known for their styling, but they have the best safety and quality record of any cars within the model class. What argument is the car advertiser using?
Stressed a unique benefit or product feature.
Stressed a unique benefit or product feature.
Two versions of the same message, one in visual form, the other in verbal form, elicit different reactions. Pictures are found to be superior in affecting evaluations of utilitarian aspects of the product.
Two versions of the same message, one in visual form, the other in verbal form, elicit different reactions. Pictures are found to be superior in affecting evaluations of utilitarian aspects of the product.
The two-factor theory suggests that there is an optimal number of repetitions for a message.
The two-factor theory suggests that there is an optimal number of repetitions for a message.
A car manufacturer admits in a television commercial that its automobile is costly and lacks a great deal of stylishness. However, the company's spokesperson also points out that it has the best safety record on the road and takes special care to ensure that small children ride well and safely in their cars. The manufacturer is making a two-sided argument with this type of message.
A car manufacturer admits in a television commercial that its automobile is costly and lacks a great deal of stylishness. However, the company's spokesperson also points out that it has the best safety record on the road and takes special care to ensure that small children ride well and safely in their cars. The manufacturer is making a two-sided argument with this type of message.
The ad named one brand of diapers and compared them with another brand's in terms of "dryness effectiveness." This is an example of comparative advertising.
The ad named one brand of diapers and compared them with another brand's in terms of "dryness effectiveness." This is an example of comparative advertising.
In research studies, recall has been found to be higher for "thinking" ads than for "feeling" ads. One reason for this finding is that:
In research studies, recall has been found to be higher for "thinking" ads than for "feeling" ads. One reason for this finding is that:
Scott found that the use of a tasteful, sexually provocative picture in their magazine promotion got lots of attention, but sales of their product seemed unaffected. What was the most probable reason for Scott's problem?
Scott found that the use of a tasteful, sexually provocative picture in their magazine promotion got lots of attention, but sales of their product seemed unaffected. What was the most probable reason for Scott's problem?
Ads containing puns or satire are examples of which type of message appeal?
Ads containing puns or satire are examples of which type of message appeal?
In a commercial for Contac cold medicine, a construction worker was shown working hard during a rainstorm. They say they have to take Contac so they can get to work that day, adding "No work, no pay," revealing an anxiety about losing their job. This is a demonstration of the use of:
In a commercial for Contac cold medicine, a construction worker was shown working hard during a rainstorm. They say they have to take Contac so they can get to work that day, adding "No work, no pay," revealing an anxiety about losing their job. This is a demonstration of the use of:
Erika wanted her roommates to wash their own dishes and clean up in the kitchen when their turn came. Everyone in the apartment had the stomach flu at least once in the last two weeks and Erika thought she was coming down with it again. She was convinced that if the apartment were cleaner, she could stay healthier. What type of message would be most effective for Erika to persuade her roommates?
Erika wanted her roommates to wash their own dishes and clean up in the kitchen when their turn came. Everyone in the apartment had the stomach flu at least once in the last two weeks and Erika thought she was coming down with it again. She was convinced that if the apartment were cleaner, she could stay healthier. What type of message would be most effective for Erika to persuade her roommates?
Recall of "thinking" ads is higher than that for "feeling" ads because conventional measures of advertising effectiveness (such as "day-after-recall tests") are oriented toward cognitive responses and do not adequately assess the cumulative effects of emotional ads.
Recall of "thinking" ads is higher than that for "feeling" ads because conventional measures of advertising effectiveness (such as "day-after-recall tests") are oriented toward cognitive responses and do not adequately assess the cumulative effects of emotional ads.
Once a marketing message is received, the consumer begins to process it. Depending upon how personally involving the information is to the consumer, the consumer will follow one of two routes to persuasion, according to the:
Once a marketing message is received, the consumer begins to process it. Depending upon how personally involving the information is to the consumer, the consumer will follow one of two routes to persuasion, according to the:
According to the elaboration likelihood model (ELM), the primary determinant of which route a consumer will follow in processing a message depends upon the:
According to the elaboration likelihood model (ELM), the primary determinant of which route a consumer will follow in processing a message depends upon the:
Careful consideration of message content, generation of cognitive responses to ad arguments, and a rational evaluation of an ad's persuasive element are all typical of messages processed via the _____ route to persuasion.
Careful consideration of message content, generation of cognitive responses to ad arguments, and a rational evaluation of an ad's persuasive element are all typical of messages processed via the _____ route to persuasion.
Dani and Jo both saw the same ad. The product being advertised was very important to Dani, but of only minor interest to Jo. According to the elaboration likelihood model, even if both of them buy the product, how will the relationship between attitude change and behaviour be different?
Dani and Jo both saw the same ad. The product being advertised was very important to Dani, but of only minor interest to Jo. According to the elaboration likelihood model, even if both of them buy the product, how will the relationship between attitude change and behaviour be different?
The elaboration likelihood model (ELM) refers to the nature of counter-arguments a consumer makes when listening to a persuasive message.
The elaboration likelihood model (ELM) refers to the nature of counter-arguments a consumer makes when listening to a persuasive message.
Flashcards
One-sided argument
One-sided argument
Using only supportive arguments in ads, focusing solely on the positives.
Comparative ads
Comparative ads
Ads that compare a product or service to its competitors.
Two-sided argument
Two-sided argument
Presenting both strengths and weaknesses of a product.
Fear appeals
Fear appeals
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Elaboration likelihood model (ELM)
Elaboration likelihood model (ELM)
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Central route to persuasion
Central route to persuasion
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Comparative Ads
Comparative Ads
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Study Notes
- Using supportive arguments in ads typically indicates a one-sided argument approach.
- Comparative ads are more effective when marketers of new products aim to give their product a clear brand image similar to the dominant one.
- Claiming "New Liquid Vanish really does clean tough rust stains below the waterline better than Lysol" is comparative advertising.
- Showing a picture can sometimes be perceived negatively in factual communication.
- When Acme Company began to sell a digital camera called a Column to compete with Canon's digital cameras, as a comparative ad Strategy, Acme should compare its camera with Canon's, but Canon should not use comparative ads.
- An advertisement saying their cars are more expensive but have the best safety and quality record uses a two-sided argument.
- Persuasive commercials contain a message stressing a unique benefit or product feature.
- Visual and verbal forms of the same message elicit different reactions; pictures are superior in affecting evaluations of utilitarian aspects of the product.
- The two-factor theory does not suggest an optimal number of repetitions for a message.
- A car manufacturer admitting to high cost and lack of style while highlighting safety is using a two-sided argument.
- An ad comparing diaper brands on "dryness effectiveness" is an example of comparative advertising.
- Recall is higher for "thinking" ads because recall tests are more oriented toward specific facts or cognitive responses.
- Using sexually provocative pictures in magazine ads can attract attention but hinder product recall if it overshadows the product itself.
- Ads with puns or satire exemplify humour appeals.
- A Contac cold medicine commercial showing a construction worker working in the rain highlights fear appeals.
- To persuade roommates to clean, creating a moderate threat linking cleanliness to health and explaining how the threat can be removed is effective.
- Conventional measures of advertising effectiveness do not adequately assess emotional ads.
- According to the Elaboration Likelihood Model (ELM), once a marketing message is received, consumers process it via two routes to persuasion.
- According to the elaboration likelihood model (ELM), the primary determinant of which route a consumer will follow in processing a message depends upon the personal relevance of the information.
- Careful consideration of content and cognitive responses are typical of messages processed via the central route to persuasion.
- According to the elaboration likelihood model, If Dani is highly interested and Jo is not, Dani will think about the ad first and then purchase while Jo will purchase first and then change their attitude about the product later.
- The Elaboration Likelihood Model (ELM) does not refer to counter-arguments a consumer makes.
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