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Marketing Communication > Lecture 3: MC elements: Source, Message, Channel, Audience > Flashcards

Lecture 3: MC elements: Source, Message, Channel, Audience Flashcards

1
Q

Explicit endorsement is done by experts “I endorse this product”.

A

True.

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2
Q

Implicit endorsement is done by lay endorsers “I use this product”.

A

True.

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3
Q

Passive endorsement is the mere appearance with a product i.e., celebrities with a product near them.

A

True.

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4
Q

Imperative endorsement is done by oneself “you (I) use this product”.

A

True.

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5
Q

Source credibility consists of a single component; expertise.

A

False.

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6
Q

Source credibility consists of a single component; trustworthiness.

A

False.

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7
Q

Source credibility consists of two components; expertise (ability to provide truthful information) and trustworthiness (willingness to provide truthful information).

A

True.

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8
Q

Internal attribution is caused by something outside the person we observe, i.e., their situation.

A

False.

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9
Q

Internal attribution is something within the person we observe, i.e., their personality.

A

True.

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10
Q

External attribution is something within the person we observe, i.e., their personality.

A

False.

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11
Q

External attribution caused by something outside the person we observe, i.e., their situation.

A

True.

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12
Q

Internal attribution leads us to make a dispositional attribution.

A

True.

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13
Q

External attribution leads us to make a situational attribution.

A

True.

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14
Q

Consumers attribute observable events to underlying internal or external causes.

A

True.

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15
Q

Internal causes of attribution theory are when the advertiser needs to sell the product.

A

False.

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16
Q

Internal causes of attribution theory are when the advertiser is motivated to tell the truth.

A

True.

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17
Q

External causes of attribution theory are when the advertiser is motivated to tell the truth.

A

False.

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18
Q

External causes of attribution theory are when the advertiser needs to sell the product.

A

True.

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19
Q

Expectation-disconfirmation decreases credibility.

A

False.

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20
Q

Expectation-disconfirmation increases credibility.

A

True.

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21
Q

Delayed decrease in the impact of a low-persuasion message is a sleeper effect.

A

False.

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22
Q

Delayed increase in the impact of a low-persuasion message is a sleeper effect.

A

True.

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23
Q

Delayed increase of the influence of a very persuasive message is a sleeper effect.

A

False.

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24
Q

Delayed decrease of the influence of a very persuasive message is a sleeper effect.

A

True.

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25
Q

A powerful source is one that the audience can identify with, or aspire to: the audience identifies with the message from such a source.

A

False.

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26
Q

An attractive source is intended to bring about compliance: for instance, a police officer gives an anti-drink drive message.

A

False.

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27
Q

A powerful source is intended to bring about compliance: for instance, a police officer gives an anti-drink drive message.

A

True.

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28
Q

An attractive source is one that the audience can identify with, or aspire to: the audience identifies with the message from such a source.

A

True.

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29
Q

Match-up hypothesis is a congruence between product and source triggers ad effectiveness.

A

True.

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30
Q

Stages of meaning transfer of celebrity endorsement is comprised of three stages.

A

True.

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31
Q

Advertisers are wary as not to use stereotypes to promote products.

A

False.

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32
Q

Advertisers use stereotypes to promote products.

A

True.

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33
Q

Stereotypes can provide useful orientation in everyday life, but can restrict life opportunities for stereotyped groups.

A

True.

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34
Q

Stereotypes can lead to positive or negative reactions towards ads, depending on pre-attitudes towards stereotyping.

A

True.

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35
Q

The mold argument assumes that marketing communication is able to mold and shape the values of its target audience.

A

True.

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36
Q

Changes in attitudes and behaviour can be brought about as a result of exposure to media and advertising; people learn from media.

A

True.

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37
Q

Cultivation: television has long-term effects on viewers that are small, gradual, indirect, while at the same time cumulative and significant.

A

True.

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38
Q

The mirror argument states that marketing communication is able to mold and shape values of its target audience by mirroring ideal values onto the audience.

A

False.

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39
Q

The mold argument states that marketing communication reflects values that already exist.

A

False.

40
Q

The mirror argument states that marketing communication reflects values that already exist.

A

True.

41
Q

Given the many factors that influence the value system of a society, the impact of marketing communication is extreme.

A

False.

42
Q

Given the many factors that influence the value system of a society, the impact of marketing communication is almost negligible.

A

True.

43
Q

Marketers and advertisers rather use existing values in a society to promote their brands.

A

True.

44
Q

Marketers and advertisers prefer to create and project values in to a society to promote their brands.

A

False.

45
Q

Gender stereotypes are beliefs that certain attributes differentiate women and men.

A

True.

46
Q

An influencer is a person who has the ability to influence the behaviour of others; who has the power to influence many people (mainly through social media).

A

True.

47
Q

Influencer marketing is the process of identifying, researching, engaging and supporting the people who create the conversations impacting brands and who have influence over potential customers.

A

True.

48
Q

An opinion leader is an influential member of a community, group, or society to whom others turn to for advice, opinions, and views.

A

True.

49
Q

An influencer is an influential member of a community, group, or society to whom others turn to for advice, opinions, and views.

A

False.

50
Q

User-generated content are messages designed and spread by ordinary individuals.

A

True.

51
Q

User motivations to create and share content and ads include intrinsic motivation, self-promotion and perception change.

A

True.

52
Q

Attribution to internal causes have high trustworthiness, but are not necessarily high expertise.

A

True.

53
Q

Arguments persuade by central route processing.

A

True.

54
Q

Arguments persuade by appealing to reason and/or relies on evidence.

A

True.

55
Q

Gain-frame messages promote the benefits of actions, while loss-frame messages emphasize the consequences of failing to take certain actions.

A

True.

56
Q

Prevention focus MC have stronger effects of gain-frame.

A

False.

57
Q

Prevention focus MC have stronger effects of loss frame.

A

True.

58
Q

Promotion focus MC have stronger effects of gain frame.

A

True.

59
Q

Promotion focus MC have stronger effects of loss frame.

A

False.

60
Q

Promotion focus is related to the avoidance of negative outcomes.

A

False.

61
Q

Promotion focus emphasizes the pursuit of positive outcomes.

A

True.

62
Q

Prevention focus emphasizes the pursuit of positive outcomes.

A

False.

63
Q

Prevention focus is related to the avoidance of negative outcomes.

A

True.

64
Q

Comparative arguments are messages that compare the target brand to some competitive standard.

A

True.

65
Q

Comparative arguments have legal restrictions for application of comparative advertising.

A

True.

66
Q

Comparative arguments generate less attention, message awareness, brand awareness, message processing, and decrease purchase intention compared to non-comparative arguments.

A

False.

67
Q

Comparative arguments generate less attention, message awareness, brand awareness, message processing, and increase purchase intention compared to non-comparative arguments.

A

False.

68
Q

Comparative arguments generate more attention, message awareness, brand awareness, message processing, and decrease purchase intention compared to non-comparative arguments.

A

False.

69
Q

Comparative arguments generate more attention, message awareness, brand awareness, message processing, and increase purchase intention compared to non-comparative arguments.

A

True.

70
Q

Comparative arguments are more effective than non-comparative arguments in terms of credibility and attitude towards the ad.

A

False.

71
Q

Comparative arguments are less effective than non-comparative arguments in terms of credibility and attitude towards the ad.

A

True.

72
Q

Competitive position moderates the effect of comparative advantage arguments.

A

True.

73
Q

Comparative advertising is more effective for companies in an inferior position (vs. superior such as market leaders).

A

True.

74
Q

Credibility enhancers (e.g., credible source, factual information) make comparative advertising more persuasive.

A

True.

75
Q

Message Sidedness works for consumers with positive prior attitudes.

A

False.

76
Q

Message Sidedness works for consumers with negative prior attitudes.

A

True.

77
Q

Companies sometimes have to communicate negative information (e.g., warnings on cigarette boxes).

A

True.

78
Q

Attribution theory is a balanced argument strategy (i.e., mentioning both positive and negative arguments) that supports the credibility of the advertiser (internal over external attributions).

A

True.

79
Q

Optimal arousal theory is a balanced argument strategy (i.e., mentioning both positive and negative arguments) that supports the credibility of the advertiser.

A

False.

80
Q

Attribution theory is somewhat novel stimuli that can be pleasantly stimulating and lead to favourable attitudes.

A

False.

81
Q

Optimal arousal theory is somewhat novel stimuli that can be pleasantly stimulating and lead to favourable attitudes.

A

True.

82
Q

Refutational appeal is where the communicator presents both sides of an issue and then refutes the opposing view.

A

True.

83
Q

Refutational appeals tend to inoculate the target audience against a competitor’s counterclaims, make them resistant to an opposing argument.

A

True.

84
Q

Open-end messages lead to implicit conclusions (“some things speak for themselves”).

A

True.

85
Q

Explicit conclusions is whereby a brand benefit is connected to a reason why to purchase the brand.

A

True.

86
Q

Explicit conclusions are more effective than implicit conclusions when consumers show high involvement and have prior knowledge.

A

False.

87
Q

Implicit conclusions are more effective than explicit conclusions when consumers show high involvement and have prior knowledge.

A

True.

88
Q

Implicit conclusions are less effective than explicit conclusions when consumers show high involvement and have prior knowledge.

A

False.

89
Q

Implicit conclusions are more effective than explicit conclusions when consumers show high involvement and have prior knowledge but have higher risk of miscomprehension and wrong conclusions.

A

True.

90
Q

Strongest argument at the beginning is called recency effect and is used for low involved audience or audiences with an opposite opinion.

A

False.

91
Q

Strongest argument at the beginning is called the primacy effect and is for a low involved audience or an audience with an opposite opinion.

A

True.

92
Q

Strongest argument at the end is called the primacy effect and is for a highly involved audience or an audience that agrees with the source’s position.

A

False.

93
Q

Strongest argument at the end is called the recency effect and is for a highly involved audience or an audience that agrees with the source’s position.

A

True.

94
Q

Personalization is the ability of a company to recognize and treat the customers as individuals through personalized messaging (e.g., targeted banner ads, addressing by name).

A

True.

95
Q

Scarcity appeal is where a product is limited and therefore increases the perceived value.

A

True.

96
Q

Scarcity appeal is where a product is limited and therefore decreases the perceived value.

A

False.

97
Q

Commodity theory is where any commodity is valued to the extent that it is unavailable and indicates consumer’s desire for uniqueness and distinctiveness.

A

True.

Marketing Communication (5 decks)

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