Chapter 6

Question 1

What is the persuasion matrix?

Answer 1

It helps marketers see how each controllable elements interacts with the consumer’s response process (has 2 variables: independent and dependent)

Question 2

What does the term “source” mean?

Answer 2

The person involved in communicating a marketing message, either directly or indirectly

Question 3

What is credibility?

Answer 3

The extent to which the recipient sees the source as having relevant knowledge, skill, or experience and trusts the source to give unbiased, objective information (2 important dimensions: expertise and trustworthiness)

Question 4

What is internalization?

Answer 4

Occurs when the receiver adopts the opinion of the credible communicator since he or she believes information from this source is accurate

Question 5

Why do some companies use corporate leader’s as spokespeople?

Answer 5

Many companies believe the use of their president or CEO is the ultimate expression of the company’s commitment to quality and customer service

Question 6

What are the negatives of using a leader as a spokesperson?

Answer 6

• Businesspeople should get in front of the camera only if they exude credibility and provoking a warm feeling in viewers
• CEO spokespeople
  who become very popular may get more attention than their company’s product/service or advertising message

Question 7

What is the sleeper effect?

Answer 7

When the persuasiveness of a message increases with the passage of time

Question 8

What is stopping power?

Answer 8

Used in reference to celebrities in ads; they draw attention to advertising messages in a very cluttered media environment

Question 9

What is source power?

Answer 9

A source has power when he or she can actually administer rewards and punishments to the receiver

Question 10

What is compliance?

Answer 10

When a receiver perceives a source as having power

Question 11

What is a primacy effect?

Answer 11

Whereby information presented first is most effective

Question 12

What is a recency effect?

Answer 12

Whereby the last arguments presented are most persuasive

Question 13

What is refutational appeal?

Answer 13

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

Question 14

What is comparative advertising?

Answer 14

The practice of either directly or indirectly naming competitors in an ad and comparing one or more specific attributes

Question 15

What is the fear appeal?

Answer 15

Ads sometimes use fear appeals to evoke this emotional response and arouse individuals to take steps to remove the threat

Question 16

What is a qualitative media effect?

Answer 16

The influence the medium has on a message

Question 17

What is clutter?

Answer 17

The amount of advertising in a medium

Question 18

What is a one-sided message?

Answer 18

Communications in which only positive

attributes or benefits of a product or service are presented

Question 19

What is a two-sided message?

Answer 19

A message in which both good and bad points about a product or claim are presented

Question 20

What is DAGMAR?

Answer 20

A model for advertising goal setting

Defining Advertising Goals for Measured Advertising Results

Question 21

Which of the following statements best describes the relationship between marketing and communications objectives?

Answer 21

Communication objectives are derived from marketing objectives

Question 22

Under the DAGMAR approach, the communication task is based on the model ACCA which stands for?

Answer 22

Awareness Comprehension Conviction Action

Question 23

Utilizing the DAGMAR approach, which of the following is not a stage of commercial communication?

Answer 23

Sales

Question 24

What are criticisms of DAGMAR?

Answer 24

• Problems with the response hierarchy (consumers don’t always go through the purchase steps)
• Sales objectives (not the only measure)
• Practicality and costs (Difficult to implement)
• Inhibition of creativity