ch 8.1

A central goal of many marketing communications is an active attempt to change a person's attitude, an action called:

When Toyota Canada includes a free oil change at your local dealership for filling out a research survey, this is called:

If Harley-Davidson only produces enough motorcycles to satisfy 70% of market demand, they are appealing to a psychological principle known as:

When the Bank of Canada speaks about interest rates, people listen. This principle is known as:

Many major Super Bowl sponsors have their digital media teams at the ready so that they can leverage opportunities throughout the game. This is known as:

Jason wanted to finely tune the company's message to suit various small groups of consumers. He was looking to:

The traditional communications model is ordered:

__________ occurs when the consumer interacts with the marketer to influence the product, service, or outcome that is created.

When Lush polls its customers regarding what new scent of bath oil should be released, this is an example of:

Roy saw the point-of-sale sample of cork flooring at the building supply company. When he got home he went online to find out more about the product. This is an example of:

The "Persuasion Knowledge Model" (PKM) suggests that:

When Ashley enters the used car lot to look for her next car, she draws upon the knowledge that car salespeople often use "hard-sell" techniques and she raises her guard in order to defend herself from a persuasion attempt. This is consistent with:

The more an item is available, the more attractive it becomes.

Research shows that people have been shown to be more giving after they have received something.

Sometimes where something is said can be as important as what is said.

The communications model specifies a number of elements necessary for communication to be achieved. These elements include the message and the medium.

The marketer or advertiser in the communications model is called the receiver.

The Smith Company uses after-sale interviews with its customers to examine how well the customers were served by the sales force and service staff of the company. When the Smith Company follows this procedure, the company is attempting to use feedback as a means to improve communications.

After studying the IKEA catalogue, Lee phoned and placed an order for a new table. This is an example of a first-order response.

A current trend in marketing involves having digital messages designed to blend into the editorial content of the publications in which they appear. This is known as:

One of the drawbacks of using a celebrity endorser is:

Marketers want to use experts, such as medical doctors, because they would seem to be effective at changing attitudes toward utilitarian products such as headache remedies. Viewers who trust them realize the products have __________ and need reassurance that they will work.

People who tend to be sensitive about the opinions of others:

The marketer who is trying to develop favourable attitudes toward their shortbread cookies would find which of these sources most effective in persuading consumers?

Two key characteristics of the source for persuasive purposes in marketing communications are:

Source __________ relates to consumers' beliefs that a communicator is both competent and willing to provide the information necessary for them to make an adequate evaluation of competing products.

Consumers' beliefs about a product are affected by information they receive through marketing communications. When the communicator's knowledge about the topic is judged to be inaccurate, the source is said to have:

If a marketing communications source has accurate knowledge about a product but does not seem to convey that information willingly and in full faith, the source is thought to be exhibiting a(n):

The __________ is said to have occurred when consumers appear to "forget" that they had disliked a message source, yet over time the message got across, effectively changing their attitudes toward a product.

Dan is assisting with the promotion for an herbal supplier who has a new product that the developer believes will help people lose weight. Dan is reluctant to promote the new product directly, but attempts to create a lot of buzz within the industry through secondary sources so it does not look like he's trying too hard. What is Dan trying to avoid?

If Christine Sinclair the Olympic winning Canadian soccer star were hired as a spokesperson for an energy drink maker, she most likely would have "star power" due to:

If we assume that a source who is beautiful also rates highly on other dimensions, we are making an assumption called:

Kris was a popular weatherperson in the largest media outlet in a medium-sized market. They were known for giving accurate forecasts with detailed scientific precision in a no-nonsense manner. According to the match-up hypothesis, for which of the following products would Kris be best suited as a celebrity endorser?

A match-up hypothesis refers to:

While source effects can be dramatic, they only apply to a limited number of special message conditions.

Due to the difficulty of making persuasive communications effective, "experts" are used as spokespeople for utilitarian products that have a high performance risk.

Unless the consumer already has considerable information about a product, a credible source is not persuasive.

If a well-known bank robber endorsed a burglar alarm system in a commercial, consumers would be persuaded more favourably because of their presumed credible knowledge than turned off by their former criminal activity.

Doctors may get grants from drug companies and present papers reporting on the benefits of the companies' drugs. This is an example of knowledge bias.

The main difference between buzz and hype is that hype is seen as authentic.

The halo effect can be explained in terms of the consistency principle.

Comparative advertising runs the risk of lowering believability and stirring up __________ whereby the consumer may doubt the credibility of a biased presentation.

Laura needed to reposition her company's product within the mind of the consumers. They do not seem to see any difference within the product category. The best appeal to use when consumers do not find many differences is a(n) __________ appeal.

Fear can be a powerful tool to use for attitude change if done carefully. LaRoyce was thinking of using fear to convey a drug prevention message to their teen target audience. To ensure success the message needs to be:

Verbal elements of an ad (or ad copy) are more effective when reinforced by an accompanying picture. This is especially true if the picture relates strongly to what is said in the copy, when the illustration is:

The tendency for consumers to like things, including products, simply because they are more familiar to them is called the:

When advertising a water filter, the advertiser limited the amount of exposure per repetition and slightly varied the setting of the ads. This overcame the problem of:

A key concept of the two-factor theory on the effects of repetition of ads is that:

A prestigious luxury car advertiser states that "the loudest thing you'll hear is the ticking of the clock," with the implication that they're working on solving that problem right now. The advertiser is using __________ in the construction of the message.

In preparing ads, the use of supportive arguments only is typical of a __________ argument approach to advertising.

Generally speaking, comparative ads are more effective when:

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?

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?

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?

In a major study of factors that determine if commercials would be persuasive, it was found that the single most important factor was whether the communication contained a message that 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.

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.

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:

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?