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Question 1

What are the major variables in the communication system that influence consumers’ processing of promotional messages?

Answer 1

Source, message structure, channel factors, and appeal types

These variables help marketers understand how each element interacts with consumer responses.

Question 2

Define a direct source in the context of marketing communication.

Answer 2

A direct source delivers a message and/or endorses a product or service

Examples include a CEO or a video presentation.

Question 3

What is the role of an indirect source in advertising?

Answer 3

An indirect source draws attention to and enhances the appearance of an ad

Celebrities are common examples of indirect sources.

Question 4

What is source credibility?

Answer 4

Extent to which the recipient sees the source as knowledgeable and trustworthy

It involves the perception of the source’s expertise and objectivity.

Question 5

What is internalization in communication?

Answer 5

Adopting the opinion of a credible communicator and believing the information is accurate

This often occurs subconsciously due to Integrated Marketing Communications (IMC).

Question 6

What is meant by the sleeper effect?

Answer 6

Persuasiveness of a message increases over time

This effect suggests that the impact of a message may grow as the audience forgets the source.

Question 7

What is the attractiveness factor in source attributes?

Answer 7

Characteristics including similarity, familiarity, and likability

Attractiveness can lead to identification with the source.

Question 8

What are the limitations of using celebrity endorsers?

Answer 8

Overshadowing the product, overexposure, and risk to the advertiser

These factors can affect the effectiveness of the endorsement.

Question 9

What is compliance in the context of source power?

Answer 9

Receiver accepts a source’s persuasive influence to obtain a favorable reaction or avoid punishment

This reflects the power dynamics between the source and the receiver.

Question 10

What is the primacy effect in message presentation?

Answer 10

Information presented first is most effective

This principle suggests that the order of information impacts its persuasiveness.

Question 11

What is a one-sided message?

Answer 11

A message that mentions only positive attributes or benefits

Effective for audiences with a favorable opinion or lower education levels.

Question 12

What characterizes a two-sided message?

Answer 12

Presents both good and bad points

Effective when the audience holds an opposing opinion or is highly educated.

Question 13

What is a refutational appeal?

Answer 13

Communicator presents both sides of an issue and then refutes the opposing viewpoint

This strategy can strengthen the communicator’s position.

Question 14

What are fear appeals in advertising?

Answer 14

Emotional responses to a threat that motivate action to remove the threat

Effective for self-confident individuals or nonusers of the product.

Question 15

What is the protection motivation model?

Answer 15

States that fear appeals should provide information on severity, probability, effectiveness of a coping response, and ease of implementation

This model helps structure fear-based messages effectively.

Question 16

What are the advantages of humor appeals in advertising?

Answer 16

Attract attention, create a positive mood, and increase liking of the ad

However, they can distract from the message and may wear out faster than serious appeals.

Question 17

Define clutter in advertising.

Answer 17

Amount of advertising in a medium and nonprogram material in the broadcast environment

High clutter can negatively impact message effectiveness.

Question 18

What is the difference between self-paced and externally paced media?

Answer 18

Self-paced allows readers to process at their own rate; externally paced is controlled by the medium

This affects how the audience engages with the content.