Podcast
Questions and Answers
What is a key element of two-sided appeals in advertising?
What is a key element of two-sided appeals in advertising?
- Using a celebrity endorsement
- Comparing with other brands
- Presenting a perfect brand image
- Admitting something negative about the sponsoring brand (correct)
What is the purpose of the 'but' part in two-sided appeals?
What is the purpose of the 'but' part in two-sided appeals?
- To provide an overriding argument for the brand's superiority (correct)
- To decrease the credibility of the competing brand
- To distract from the brand's weaknesses
- To emphasize the negative aspect of the brand
What is the optimal level of fear in fear appeals?
What is the optimal level of fear in fear appeals?
- A moderate level of fear to evoke an emotional response
- A low level of fear to avoid people tuning it out (correct)
- A high level of fear to scare people into action
- No fear at all to avoid negative emotions
What is a requirement for fear appeals to be effective?
What is a requirement for fear appeals to be effective?
What is the primary effect of humor in advertising?
What is the primary effect of humor in advertising?
What is a possible outcome of using comparative advertising?
What is a possible outcome of using comparative advertising?
Why may comparative advertising backfire in certain cultures?
Why may comparative advertising backfire in certain cultures?
What is the Elaboration Likelihood Model (ELM) related to?
What is the Elaboration Likelihood Model (ELM) related to?
Which method attempts to modify the significance of existing beliefs?
Which method attempts to modify the significance of existing beliefs?
Why did the petroleum industry's attempt to change consumer beliefs fail?
Why did the petroleum industry's attempt to change consumer beliefs fail?
Why is it generally challenging to change strongly held beliefs?
Why is it generally challenging to change strongly held beliefs?
What approach is used if there is minimal conflict with existing beliefs?
What approach is used if there is minimal conflict with existing beliefs?
Which approach involves strengthening a belief that already favors a cause?
Which approach involves strengthening a belief that already favors a cause?
What risk is associated with attempting to change ideals?
What risk is associated with attempting to change ideals?
What example illustrates changing the importance of a belief related to health?
What example illustrates changing the importance of a belief related to health?
What describes a successful strategy used by the beef industry?
What describes a successful strategy used by the beef industry?
What is a common strategy to link a product to a positive image?
What is a common strategy to link a product to a positive image?
What is the main emphasis of Energizer Bunny advertisements?
What is the main emphasis of Energizer Bunny advertisements?
What effect describes the situation where products are liked more the often they are advertised?
What effect describes the situation where products are liked more the often they are advertised?
How can advertisers ensure continued use of their product?
How can advertisers ensure continued use of their product?
What is the disadvantage of using temporary price discounts to attract customers?
What is the disadvantage of using temporary price discounts to attract customers?
What is a potential benefit of creating a warm, fuzzy image for a brand?
What is a potential benefit of creating a warm, fuzzy image for a brand?
What makes it difficult to change consumer beliefs?
What makes it difficult to change consumer beliefs?
Why might a brand prefer better shelf space over offering discounts to attract customers?
Why might a brand prefer better shelf space over offering discounts to attract customers?
What is one source of attitude formation for consumers?
What is one source of attitude formation for consumers?
Why might a consumer not act consistently with their attitudes?
Why might a consumer not act consistently with their attitudes?
Which factor might prevent a student from buying a pick-up truck they like?
Which factor might prevent a student from buying a pick-up truck they like?
How can social influence affect consumer behavior?
How can social influence affect consumer behavior?
What might make changing consumer attitudes particularly difficult?
What might make changing consumer attitudes particularly difficult?
Which personality factor is mentioned as having a role in attitude formation?
Which personality factor is mentioned as having a role in attitude formation?
What is one strategy to change consumer attitudes?
What is one strategy to change consumer attitudes?
Why might consumers provide unreliable answers in market research?
Why might consumers provide unreliable answers in market research?
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