1545757
Descripción
Test por Faria Islam, actualizado hace más de 1 año
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Creado por Faria Islam
hace casi 10 años
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Pregunta 1
Pregunta
Effectiveness of marketing communications to change attitudes is an example of
Respuesta
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Persuasion
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Building credibility
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Sleeper Effect
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Hype
Pregunta 2
Pregunta
Consumers are now proactive in communications processes: Twitter, Internet, iPhone, Facebook
Respuesta
- True
- False
Pregunta 3
Pregunta
Consumers are active goal-directed and draw on mass media to satisfy needs
Respuesta
- True
- False
Pregunta 4
Pregunta
Same words by different people can have very different meanings. This is
Respuesta
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source bias
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source effects
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buzz
Pregunta 5
Pregunta
Over time disliked sources can still get a message across effectively. Sometimes sources become irritating or disliked.
Respuesta
-
sleeper effect
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persuasion
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credibility
Pregunta 6
Pregunta
What is building credibility?
Respuesta
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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
Pregunta 7
Pregunta
____ is authentic message generated by customers
Respuesta
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Hype
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Buzz
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Sleeper Effect
Pregunta 8
Pregunta
____ is inauthentic message generated by corporate propoganda
Respuesta
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buzz
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hype
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sleeper effect
Pregunta 9
Pregunta
knowledge bias is when a source's knowledge about a topic is not accurate
Respuesta
- True
- False
Pregunta 10
Pregunta
source has required knowledge but source's willingness to convey is compromised is an example of
Respuesta
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consumer beliefs
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knowledge bias
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reporting bias
Pregunta 11
Pregunta
______ is perceived social value of source
Respuesta
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source attractiveness
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halo effect
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physically attractive
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visual image
Pregunta 12
Pregunta
people who rank high on one dimension are assumed to excel at other dimensions is an example of
Respuesta
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halo effect
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source attractiveness
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credibility
Pregunta 13
Pregunta
what are some examples of non-human endorsers
Respuesta
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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
Pregunta 14
Pregunta
big emotional impact
Respuesta
-
visual images
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verbal message
Pregunta 15
Pregunta
high-involvement situations
Respuesta
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visual images
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verbal message
Pregunta 16
Pregunta
Powerful description/graphics command attention and are strongly embedded in memory is called
Respuesta
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comparative advertising
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conventional ads
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vividness
Pregunta 17
Pregunta
when an advertisement compares two but recognizable brands on specific attributes, this is called
Respuesta
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comparative advertising
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rational appeals
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emotional appeals
Pregunta 18
Pregunta
many companies use an emotional strategy when consumers find no differences among brands
Respuesta
- True
- False
Pregunta 19
Pregunta
sexual appeals don't vary by country. Strong sexual imagery don't make consumers likely to buy a product
Respuesta
- True
- False
Pregunta 20
Pregunta
different cultures have different sense of humor. humorous ads get attention, they are a source of distraction and increase message acceptance
Respuesta
- True
- False
Pregunta 21
Pregunta
emphasize negative consequences that can occur unless a consumer changes behaviour attitude, it is common in social marketing.
Respuesta
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fear appeals
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sex appeal
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humorous appeal
Pregunta 22
Pregunta
assumes that once consumers receive message they begin to process it is called?
Respuesta
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ELM elaboration likelihood model
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sex appeal
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fear apeal
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