Advertising Techniques and Models Quiz

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Questions and Answers

What is the act of sending messages, ideas, and opinions from one person to another called?

Intrapersonal communication

Transpersonal communication

Interpersonal communication

Mass communication (correct)

Which communication type involves communication within one person?

Individual communication

Interpersonal communication

Intrapersonal communication (correct)

Personal communication

What is the term used for the person who intends to convey the message with the intention of passing information and ideas to others?

Conveyor

Dispatcher

Transmitter

Sender (correct)

Which model includes key terms such as sender, message, channel, receiver, and feedback?

Transmission model Signup and view all the answers

Which psychological technique involves the desire for connection and belonging?

Nurture Signup and view all the answers

What are the two routes of persuasion proposed by the Elaboration Likelihood Model?

Central route and peripheral route Signup and view all the answers

Which factor is emphasized by the Communication-Persuasion paradigm as crucial in the persuasion process?

Source credibility Signup and view all the answers

What type of source is considered more persuasive in the context of source credibility?

High expertise Signup and view all the answers

Which type of messages are effective in motivating specific actions, such as in anti-smoking advertisements?

Fear arousal messages Signup and view all the answers

What does central route persuasion involve?

Careful analysis and cognitive processing of the message Signup and view all the answers

What is the focus of the Elaboration Likelihood Model?

The process of persuasion and the two routes: central and peripheral Signup and view all the answers

What can affect the persuasiveness of a message?

Attractiveness and likability of the source Signup and view all the answers

Which factor is highlighted by the Communication-Persuasion paradigm as significant in the persuasion process?

The nature of the message Signup and view all the answers

In the context of persuasion, what does peripheral route involve?

Weak and involves low receiver involvement Signup and view all the answers

What are the two ways of persuasion proposed by the Elaboration Likelihood Model?

Central route and peripheral route Signup and view all the answers

What are the various psychological techniques used by advertisers to drive consumer behavior?

Affiliation, nurture, guidance, aggression, achievement, dominance, prominence, escape, safety, aesthetic sensations, and curiosity satisfaction Signup and view all the answers

Study Notes

Advertising Techniques and Models Summary

Advertisers use various psychological techniques to drive consumer behavior, such as the need for affiliation, nurture, guidance, aggression, achievement, dominance, prominence, escape, safety, aesthetic sensations, and curiosity satisfaction.
The Elaboration Likelihood Model, developed by Petty and Cacioppo, proposes two ways of persuasion: central route and peripheral route.
Central route persuasion involves careful analysis and cognitive processing of the message, while peripheral route persuasion is weak and involves low receiver involvement.
The Communication-Persuasion paradigm highlights four factors that lead to persuasion processes: source credibility, attractiveness and likability, fear arousal messages, and the nature of the message.
Source credibility is crucial in persuasion, with high expertise sources being more persuasive.
Attractiveness and likability of the source can also affect the persuasiveness of the message, leading to more attention for advertising messages featuring attractive individuals.
Fear arousal messages are effective in motivating targets to take specific actions, such as in anti-smoking advertisements.
The Elaboration Likelihood Model is focused on the process of persuasion, emphasizing the two routes of persuasion: central and peripheral.
Central route persuasion involves careful analysis and cognitive processing of the message, while peripheral route persuasion is weak and involves low receiver involvement.
The Communication-Persuasion paradigm highlights the significance of source credibility, attractiveness and likability, fear arousal messages, and the nature of the message in the persuasion process.
These models and techniques are extensively studied in advertising theory and media impact, and have been discussed in academic literature and research.
The references for the information provided include academic sources such as "Media/Impact: An introduction to Mass media" and "Advertising Theory," as well as publications by scholars in the field of social psychology.

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Description

Test your knowledge of advertising techniques and models with this quiz. Explore psychological techniques used by advertisers, the Elaboration Likelihood Model, and the Communication-Persuasion paradigm. See how well you understand source credibility, attractiveness, fear arousal messages, and the nature of the message in the persuasion process.