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Beschreibung
Quiz von Faria Islam, aktualisiert more than 1 year ago
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Erstellt von Faria Islam
vor fast 10 Jahre
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Frage 1
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Effectiveness of marketing communications to change attitudes is an example of
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Persuasion
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Building credibility
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Sleeper Effect
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Hype
Frage 2
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Consumers are now proactive in communications processes: Twitter, Internet, iPhone, Facebook
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- True
- False
Frage 3
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Consumers are active goal-directed and draw on mass media to satisfy needs
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- True
- False
Frage 4
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Same words by different people can have very different meanings. This is
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source bias
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source effects
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buzz
Frage 5
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Over time disliked sources can still get a message across effectively. Sometimes sources become irritating or disliked.
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sleeper effect
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persuasion
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credibility
Frage 6
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What is building credibility?
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Sources perceived expertise, objectivity, or trustworthiness
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Effectiveness of marketing communications to change attitudes
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Source has required knowledge but source's willingness to convey it is compromised
Frage 7
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____ is authentic message generated by customers
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Hype
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Buzz
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Sleeper Effect
Frage 8
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____ is inauthentic message generated by corporate propoganda
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buzz
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hype
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sleeper effect
Frage 9
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knowledge bias is when a source's knowledge about a topic is not accurate
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- True
- False
Frage 10
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source has required knowledge but source's willingness to convey is compromised is an example of
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consumer beliefs
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knowledge bias
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reporting bias
Frage 11
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______ is perceived social value of source
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source attractiveness
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halo effect
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physically attractive
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visual image
Frage 12
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people who rank high on one dimension are assumed to excel at other dimensions is an example of
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halo effect
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source attractiveness
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credibility
Frage 13
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what are some examples of non-human endorsers
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social status
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mascots/animals
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avatar: cyberspace character that can be moved around in a virtual world
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cartoon characters
Frage 14
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big emotional impact
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visual images
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verbal message
Frage 15
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high-involvement situations
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visual images
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verbal message
Frage 16
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Powerful description/graphics command attention and are strongly embedded in memory is called
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comparative advertising
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conventional ads
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vividness
Frage 17
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when an advertisement compares two but recognizable brands on specific attributes, this is called
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comparative advertising
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rational appeals
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emotional appeals
Frage 18
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many companies use an emotional strategy when consumers find no differences among brands
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- True
- False
Frage 19
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sexual appeals don't vary by country. Strong sexual imagery don't make consumers likely to buy a product
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- True
- False
Frage 20
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different cultures have different sense of humor. humorous ads get attention, they are a source of distraction and increase message acceptance
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- True
- False
Frage 21
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emphasize negative consequences that can occur unless a consumer changes behaviour attitude, it is common in social marketing.
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fear appeals
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sex appeal
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humorous appeal
Frage 22
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assumes that once consumers receive message they begin to process it is called?
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ELM elaboration likelihood model
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sex appeal
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fear apeal
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