1545757
Descrição
Quiz por Faria Islam, atualizado more than 1 year ago
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Criado por Faria Islam
quase 10 anos atrás
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Questão 1
Questão
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
Questão 2
Questão
Consumers are now proactive in communications processes: Twitter, Internet, iPhone, Facebook
Responda
- True
- False
Questão 3
Questão
Consumers are active goal-directed and draw on mass media to satisfy needs
Responda
- True
- False
Questão 4
Questão
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
Questão 5
Questão
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
Questão 6
Questão
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
Questão 7
Questão
____ is authentic message generated by customers
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Hype
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Buzz
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Sleeper Effect
Questão 8
Questão
____ is inauthentic message generated by corporate propoganda
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buzz
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hype
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sleeper effect
Questão 9
Questão
knowledge bias is when a source's knowledge about a topic is not accurate
Responda
- True
- False
Questão 10
Questão
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
Questão 11
Questão
______ 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
Questão 12
Questão
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
Questão 13
Questão
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
Questão 14
Questão
big emotional impact
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visual images
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verbal message
Questão 15
Questão
high-involvement situations
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visual images
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verbal message
Questão 16
Questão
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
Questão 17
Questão
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
Questão 18
Questão
many companies use an emotional strategy when consumers find no differences among brands
Responda
- True
- False
Questão 19
Questão
sexual appeals don't vary by country. Strong sexual imagery don't make consumers likely to buy a product
Responda
- True
- False
Questão 20
Questão
different cultures have different sense of humor. humorous ads get attention, they are a source of distraction and increase message acceptance
Responda
- True
- False
Questão 21
Questão
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
Questão 22
Questão
assumes that once consumers receive message they begin to process it is called?
Responda
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ELM elaboration likelihood model
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sex appeal
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fear apeal
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