Lecture 4

Question 1

Consideration must be given not only to message content, but also to

Answer 1

how the information will be structured for presentation and the type of appeal that will be used.

Question 2

Also of great importance is the __ or__ used to deliver the message to the target audience

Answer 2

channel/medium

Question 3

The effectiveness of the message depends directly on:

Answer 3

a. Order of Presentation
b. Conclusion Drawing
c. Message Sidedness
d. Refutation
e. Verbal vs Visual Messages

Question 4

Should important message points or arguments be placed at the beginning of the message, in the middle or at the end?

Answer 4

Especially important in long presentations.

‘Primacy effect’ & ‘Recency effect’.

Question 5

Conclusion Drawing

Answer 5

Explicit or open-ended.

Depends on the target audience, topic type, nature of the situation.

Question 6

Message Sidedness

Answer 6

One-sided message.
Two-sided message.
(Most advertisers use one-sided messages).

Question 7

Refutation

Answer 7

“Inoculates” target audience against counterclaims.

Question 8

Verbal vs Visual Messages

Answer 8

When verbal info is low in imagery, the use of pictures increased immediate recall & delayed recall.

Use of contradictory or conflicting visual & verbal can be effective.

Question 9

Comparative Ads

Answer 9

May be especially useful for new brands

Often used for brands with small market share

Frequently use in political advertising

Question 10

Fear Appeals

Answer 10

May stress physical danger or threats to health

May identify social threats: disapproval or rejection

May backfire if the level of threat is too high

Question 11

Humor Appeals

Answer 11

They can attract and hold attention

They are often the best remembered

They put the consumer in a positive mood

Often very effective for increasing awareness.

Question 12

Some messages appeal to the rational & logical part of consumers’ decision-making process, while others appeal to their

Answer 12

emotional & affective parts.

Question 13

Comparative Advertising has been popular since

Answer 13

1972 (FTC lifted ban).

Question 14

Comparative Advertising is especially useful for

Answer 14

new brands & challengers.

Question 15

Fear Appeals are based on

Answer 15

stressing physical danger or social rejection.

Question 16

Relationship between ‘fear’ & acceptance or persuasion is

Answer 16

curvilinear.

Question 17

Pros of Using Humor

Answer 17

Aids Attention and Awareness
May Aid Retention of the Message
Creates a Positive Mood and Enhances Persuasion
May Aid Name and Simple Copy Registration
May Serve As a Distracter, Reducing Counterarguing

Question 18

Cons of Using Humor

Answer 18

Does Not Aid Persuasion in General
May Harm Recall and Comprehension
May Harm Complex Copy Registration
Does Not Aid Source Credibility
Is Not Effective in Bringing About Sales
May Wear Out Faster Than Non-humorous Ads

Question 19

‘Personal’ as well as ‘non-personal’ media are used to

Answer 19

deliver the message to the target audience.

Question 20

Information from ‘personal’ influence channels is __ __ than information through mass media (non-personal).

Answer 20

more persuasive

Question 21

Differences in information processing in the different channels should also be considered. Types:

Answer 21

Self-paced media.

Externally paced media.

Question 22

Self-Paced Media

Answer 22

Newspapers
Magazines
Direct Mail
Internet

Question 23

Externally Paced Media

Answer 23

Radio

Television

Question 24

The message can also be affected by the __ or

the __ __ in which the ad appears.

Answer 24

context

editorial environment

Question 25

__ is a major channel problem in most cases.

Answer 25

25% of TV broadcast hour is commercials (20% on radio).