Lecture 3

Question 1

The major variables in the communications systems are

Answer 1

the SOURCE, the MESSAGE & the CHANNEL.

All 3 variables are within the control of the marketer.

Question 2

The effectiveness of the “source” depends on

Source attributes such as:

Answer 2

A. Source ‘Credibility’
B. Source ‘Attractiveness’
C. Source ‘Power’

Question 3

Source Credibility

Answer 3

Credibility depends on how knowledgeable
(degree of expertise) & how trustworthy the
source is perceived to be.

Question 4

Information from a credible source influences
beliefs, opinions, attitudes & behavior through a
process known as

Answer 4

‘internalization’.

Question 5

A highly credible source usually inhibits

Answer 5

‘counterarguments’.

Question 6

How to use ‘Expertise’ to enhance Credibility

Answer 6

• Train salespeople as experts.
• Recruit technical sales reps.
• Use doctors, dentists, athletes, etc.

Question 7

How to use ‘Trustworthiness’ to enhance Credibility

Answer 7

• Use of hidden cameras.
• Use of disguised brands.
• Use of corporate leaders/CEOS as spokespeople.

Question 8

The Q Score

Answer 8

a measurement of source attractiveness and the familiarity and appeal of a brand, company, celebrity, or television show used in the United States.

Question 9

The higher the Q Score…

Answer 9

…the more highly regarded the item or person is among the group that is familiar with them.

Question 10

Source attractiveness depends on

Answer 10

‘Similarity’, ‘Familiarity’ & ‘Likeability’.

Question 11

Source attractiveness enables persuasion thru

Answer 11

‘identification’.

Question 12

How to use ‘Similarity’ &‘Familiarity’ to enhance Attractiveness

Answer 12

• Use of salespeople who are similar to customers.
• Global marketers use foreign nationals.
• Using ‘slice of life’ scenarios.
• Using ‘Regular Joe’ in ads .

Question 13

How to use ‘Likeability’ to enhance Attractiveness

Answer 13

• Use of athletes.
• Use of Hollywood celebrities.
• Use of political or military figures.
• Use of ‘decorative’ models (enhances recognition but not recall).

Question 14

Similarity

Answer 14

Resemblance between the source and recipient of the message

Question 15

Familiarity

Answer 15

Knowledge of the source through repeated or prolonged exposure

Question 16

Likeability

Answer 16

Affection for the source resulting from physical appearance, behavior, or other personal traits

Question 17

Modes of Celebrity Presentation

Answer 17

Identification
Endorsements
Testimonials
Placements
Dramatizations
Representatives

Question 18

factors to be weighed when using

famous/celebrity spokespersons are:

Answer 18

Does he/she overshadow the product?
Is he/she overexposed?
How is the target market’s receptivity to celebrities?
What are the risks to the advertiser, by association?

Question 19

Pander

Answer 19

: to provide gratification for others’ desires
: to give gratification (to weaknesses or desires)
: a person who caters for vulgar desires, esp. in order to make money

Question 20

Risks of Using Celebrities

Answer 20

The celebrity may overshadow the product being endorsed

The target audience may not be receptive to celebrity endorsers

The celebrity may be overexposed, reducing his or her credibility

The celebrity’s behavior may pose a risk to the company

Question 21

Source Power

Answer 21

A source is said to have “power” when he/she is

seen to be able to administer rewards & punishments.

Question 22

When a source is perceived as having “power” -

behavior is influenced thru

Answer 22

‘compliance’.

Question 23

Source Power is __ to apply in a non-personal communication method such as advertising

Answer 23

Difficult

Question 24

Source Power is most applicable & effective in

Answer 24

personal selling.