Lecture 3: MC elements: Source, Message, Channel, Audience Flashcards
Explicit endorsement is done by experts “I endorse this product”.
True.
Implicit endorsement is done by lay endorsers “I use this product”.
True.
Passive endorsement is the mere appearance with a product i.e., celebrities with a product near them.
True.
Imperative endorsement is done by oneself “you (I) use this product”.
True.
Source credibility consists of a single component; expertise.
False.
Source credibility consists of a single component; trustworthiness.
False.
Source credibility consists of two components; expertise (ability to provide truthful information) and trustworthiness (willingness to provide truthful information).
True.
Internal attribution is caused by something outside the person we observe, i.e., their situation.
False.
Internal attribution is something within the person we observe, i.e., their personality.
True.
External attribution is something within the person we observe, i.e., their personality.
False.
External attribution caused by something outside the person we observe, i.e., their situation.
True.
Internal attribution leads us to make a dispositional attribution.
True.
External attribution leads us to make a situational attribution.
True.
Consumers attribute observable events to underlying internal or external causes.
True.
Internal causes of attribution theory are when the advertiser needs to sell the product.
False.
Internal causes of attribution theory are when the advertiser is motivated to tell the truth.
True.
External causes of attribution theory are when the advertiser is motivated to tell the truth.
False.
External causes of attribution theory are when the advertiser needs to sell the product.
True.
Expectation-disconfirmation decreases credibility.
False.
Expectation-disconfirmation increases credibility.
True.
Delayed decrease in the impact of a low-persuasion message is a sleeper effect.
False.
Delayed increase in the impact of a low-persuasion message is a sleeper effect.
True.
Delayed increase of the influence of a very persuasive message is a sleeper effect.
False.
Delayed decrease of the influence of a very persuasive message is a sleeper effect.
True.
A powerful source is one that the audience can identify with, or aspire to: the audience identifies with the message from such a source.
False.
An attractive source is intended to bring about compliance: for instance, a police officer gives an anti-drink drive message.
False.
A powerful source is intended to bring about compliance: for instance, a police officer gives an anti-drink drive message.
True.
An attractive source is one that the audience can identify with, or aspire to: the audience identifies with the message from such a source.
True.
Match-up hypothesis is a congruence between product and source triggers ad effectiveness.
True.
Stages of meaning transfer of celebrity endorsement is comprised of three stages.
True.
Advertisers are wary as not to use stereotypes to promote products.
False.
Advertisers use stereotypes to promote products.
True.
Stereotypes can provide useful orientation in everyday life, but can restrict life opportunities for stereotyped groups.
True.
Stereotypes can lead to positive or negative reactions towards ads, depending on pre-attitudes towards stereotyping.
True.
The mold argument assumes that marketing communication is able to mold and shape the values of its target audience.
True.
Changes in attitudes and behaviour can be brought about as a result of exposure to media and advertising; people learn from media.
True.
Cultivation: television has long-term effects on viewers that are small, gradual, indirect, while at the same time cumulative and significant.
True.
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.
False.
The mold argument states that marketing communication reflects values that already exist.
False.
The mirror argument states that marketing communication reflects values that already exist.
True.
Given the many factors that influence the value system of a society, the impact of marketing communication is extreme.
False.
Given the many factors that influence the value system of a society, the impact of marketing communication is almost negligible.
True.
Marketers and advertisers rather use existing values in a society to promote their brands.
True.
Marketers and advertisers prefer to create and project values in to a society to promote their brands.
False.
Gender stereotypes are beliefs that certain attributes differentiate women and men.
True.
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).
True.
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.
True.
An opinion leader is an influential member of a community, group, or society to whom others turn to for advice, opinions, and views.
True.
An influencer is an influential member of a community, group, or society to whom others turn to for advice, opinions, and views.
False.
User-generated content are messages designed and spread by ordinary individuals.
True.
User motivations to create and share content and ads include intrinsic motivation, self-promotion and perception change.
True.
Attribution to internal causes have high trustworthiness, but are not necessarily high expertise.
True.
Arguments persuade by central route processing.
True.
Arguments persuade by appealing to reason and/or relies on evidence.
True.
Gain-frame messages promote the benefits of actions, while loss-frame messages emphasize the consequences of failing to take certain actions.
True.
Prevention focus MC have stronger effects of gain-frame.
False.
Prevention focus MC have stronger effects of loss frame.
True.
Promotion focus MC have stronger effects of gain frame.
True.
Promotion focus MC have stronger effects of loss frame.
False.
Promotion focus is related to the avoidance of negative outcomes.
False.
Promotion focus emphasizes the pursuit of positive outcomes.
True.
Prevention focus emphasizes the pursuit of positive outcomes.
False.
Prevention focus is related to the avoidance of negative outcomes.
True.
Comparative arguments are messages that compare the target brand to some competitive standard.
True.
Comparative arguments have legal restrictions for application of comparative advertising.
True.
Comparative arguments generate less attention, message awareness, brand awareness, message processing, and decrease purchase intention compared to non-comparative arguments.
False.
Comparative arguments generate less attention, message awareness, brand awareness, message processing, and increase purchase intention compared to non-comparative arguments.
False.
Comparative arguments generate more attention, message awareness, brand awareness, message processing, and decrease purchase intention compared to non-comparative arguments.
False.
Comparative arguments generate more attention, message awareness, brand awareness, message processing, and increase purchase intention compared to non-comparative arguments.
True.
Comparative arguments are more effective than non-comparative arguments in terms of credibility and attitude towards the ad.
False.
Comparative arguments are less effective than non-comparative arguments in terms of credibility and attitude towards the ad.
True.
Competitive position moderates the effect of comparative advantage arguments.
True.
Comparative advertising is more effective for companies in an inferior position (vs. superior such as market leaders).
True.
Credibility enhancers (e.g., credible source, factual information) make comparative advertising more persuasive.
True.
Message Sidedness works for consumers with positive prior attitudes.
False.
Message Sidedness works for consumers with negative prior attitudes.
True.
Companies sometimes have to communicate negative information (e.g., warnings on cigarette boxes).
True.
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).
True.
Optimal arousal theory is a balanced argument strategy (i.e., mentioning both positive and negative arguments) that supports the credibility of the advertiser.
False.
Attribution theory is somewhat novel stimuli that can be pleasantly stimulating and lead to favourable attitudes.
False.
Optimal arousal theory is somewhat novel stimuli that can be pleasantly stimulating and lead to favourable attitudes.
True.
Refutational appeal is where the communicator presents both sides of an issue and then refutes the opposing view.
True.
Refutational appeals tend to inoculate the target audience against a competitor’s counterclaims, make them resistant to an opposing argument.
True.
Open-end messages lead to implicit conclusions (“some things speak for themselves”).
True.
Explicit conclusions is whereby a brand benefit is connected to a reason why to purchase the brand.
True.
Explicit conclusions are more effective than implicit conclusions when consumers show high involvement and have prior knowledge.
False.
Implicit conclusions are more effective than explicit conclusions when consumers show high involvement and have prior knowledge.
True.
Implicit conclusions are less effective than explicit conclusions when consumers show high involvement and have prior knowledge.
False.
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.
True.
Strongest argument at the beginning is called recency effect and is used for low involved audience or audiences with an opposite opinion.
False.
Strongest argument at the beginning is called the primacy effect and is for a low involved audience or an audience with an opposite opinion.
True.
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.
False.
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.
True.
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).
True.
Scarcity appeal is where a product is limited and therefore increases the perceived value.
True.
Scarcity appeal is where a product is limited and therefore decreases the perceived value.
False.
Commodity theory is where any commodity is valued to the extent that it is unavailable and indicates consumer’s desire for uniqueness and distinctiveness.
True.
