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IMC Test #2 > Chapter 6 > Flashcards

Chapter 6 Flashcards

1
Q

source

A

person involved in communicating a marketing message

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2
Q

direct source

A

delivers a message and/or endorses a product/service

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3
Q

indirect source

A

draws attention to and enhances the appearance of an ad

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4
Q

source attributes and receiver process

A 
credibility = internalization
attractiveness = identification
power = compliance
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5
Q

source

A

knowledge
skill
expertise

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6
Q

information

A

trustworthy
unbiased
objective

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7
Q

source credibility define

A

extent to which the recipient sees the source to have knowledge, skill, or experience and give unbiased information

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8
Q

internalization

A

adopting the opinion of a credible communicator and the belief that information from this source is accurate

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9
Q

source credibility is enhanced by

A

applying expertise and trustworthiness and using corporate leaders as spokespeople

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10
Q

limitations of source credibility

A

sleeper effect: persuasiveness of a message increases with the passage of time

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11
Q

attractiveness

A

characteristic that encompasses similarity, familiarity, and likeability

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12
Q

identification

A

receiver is motivated to seek some type of relationship with the source

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13
Q

similarity

A

resemblance between source and recipient of the message

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14
Q

familiarity

A

knowledge of the source through repeated or prolonged exposure

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15
Q

likability

A

affection for the source resulting from physical appearance, behavior, and other personal traits

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16
Q

source attractiveness is enhanced by

A

applying similarity
using celebrities
understanding the meaning of celeb endorsers

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17
Q

limitations of celebrities as spokespeople

A

overshadow product
overexposure
target audiences’ receptivity
risk to advertiser

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18
Q

choosing a celebrity endorser

A
  • match with audience
  • match with product
  • image
  • cost/ROI
  • trust
  • risk
  • familiarity
  • likability
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19
Q

message factors

A

message structure and message appeals

20
Q

message structure

A 
order of presentation
conclusion drawing
message sidedness
refutation
verbal/visual messages
21
Q

message appeal

A

comparative advertising
fear appeals
humor appeals

22
Q

order of presentation

A

strongest arguments should be presented early or late but not the middle

23
Q

primary effect

A

information presented first is most effective

24
Q

recency effect

A

last arguments presented are most persuasive

25
Q

conclusion drawing

A

messages with explicit conclusions are more easily understood and effective in influencing attitudes

26
Q

one sided message

A

mentions only positive attributes or benefits, effective if target audience has a favorable opinion or is less educated

27
Q

two sided message

A

presents both good and bad points, effective when the target audience holds opposing opinion and is highly educated

28
Q

refutational appeal

A

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

29
Q

low imagery value

A

using pictures increases immediate and delayed recall

30
Q

high imagery value

A

adding pictures doesn’t increase recall

31
Q

comparative ads

A
  • useful for new brands
  • brands with small market share
  • used in political advertising
32
Q

fear appeals

A
  • stress physical danger or health
  • identify social threat
  • may backfire if the threat is too high
33
Q

humor appeals

A
  • they can get attention
  • best remembered
  • put in good mood
34
Q

comparative advertising

A

directly/indirectly naming competitors in an ad and comparing one or more attributes

35
Q

fear appeals

A

evoke an emotional response to a threat and arouse individuals to take steps to remove the threat

36
Q

fear appeals are effective when the recipient is…

A

self-confident and prefers to cope with dangers and is a nonuser of the product

37
Q

wearout

A

commercial loses effectiveness when seen repeatedly

38
Q

do humor or serious appeals wear out faster?

A

humor

39
Q

humor appeal advantage

A

awareness
retention
persuasive to switch brands
positivity

40
Q

humor appeal disadvantage

A

harm recall
harm complexity
do not aid source credibility
not sales effective

41
Q

self paced

A

readers process ad at their own rate

42
Q

externally paced

A

transmission rate is controlled by the medium

43
Q

self paced media

A

newspaper
magazines
direct mail
internet

44
Q

externally paced media

A

radio

TV

45
Q

qualitative media effect

A

influence the medium has on a message; image of the media vehicle affect reactions to the message

46
Q

clutter

A

amount of advertising in a medium; all of the non program material that appears in the broadcast environment

IMC Test #2 (5 decks)

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