Lecture 6

Question 1

What is persuasion?

Answer 1

Persuasion is the essence of marketing communications.

Question 2

What does marketing communication attempt to do?

Answer 2

It attempts to guide people toward the acceptance of some belief, attitude, or behaviour by using reasoning and emotional appeals

Question 3

What are message arguments?

Answer 3

They are arguments that are meant to persuade the consumer through convincing and believable messages

Question 4

What are peripheral cues?

Answer 4

They are the second major determinant of persuasion where the presence of cues are peripheral to the primary message of arguments

Question 5

What are the receiver’s initial position?

Answer 5

They are the self-generated thoughts that people produce in responce to persuasive efforts

Question 6

What are the two primary forms of responses to external communication?

Answer 6

Supportive arguments and counterarguments

Question 7

What are supportive arguments?

Answer 7

They are arguments that occur when a receiver agrees with a message argument

Question 8

What are counterarguments?

Answer 8

They are arguments in which the receiver challenges the message claime

Question 9

What are the two forms of attention?

Answer 9

Voluntary and involuntary

Question 10

What is voluntary attention?

Answer 10

It is when consumers devote attention to an advertisement or other message that is perceived as relevant to their current purchase-related goals

Question 11

What is involuntary attention?

Answer 11

It is when attention is captured by the use of attention-gaining techniques rather than by the consumer’s inherent interest in the topic at hand

Question 12

What are the two types of needs that can be appealed to when creating an advertisement?

Answer 12

Information needs and hedonic needs

Question 13

What are information needs?

Answer 13

They are needs that attract a consumer’s appeal to stimuli that supply relevant facts and figures

Question 14

What are hedonic needs?

Answer 14

They are needs that are satisfied through messages that make them feel good and serve their pleasure needs
They are messages that have become associated with good times, enjoyment, and things we value in life

Question 15

Why would an advertiser employ motion in their advertisements?

Answer 15

In order to both attract and direct consumer attention to the brand name

Question 16

What does enhanced processing motivation mean?

Answer 16

It means that the ad receiver has increased interest in reading and/or listening to the ad message to determine what it has to say that might be relevant

Question 17

What are some of the methods for enhancing brand relevance?

Answer 17

It includes the use of questions and dramatic presentation to increase the significance of the brand to consumers’ self-interests

Question 18

How can a communicator get consumers to encode information?

Answer 18

They can do so through repetition.

Question 19

What is attention?

Answer 19

Attention is the first objective of any ad and the fundamental building block in the copywriter’s pyramid

Question 20

What is interest?

Answer 20

Interest carries the prospective customer - now excited form a successful attention step - to the more serious discussion in the body of the ad

Question 21

What is credibility?

Answer 21

It is when the ad will present the customer with facts, well-known presenters, or independent test results in order to build credibility

Question 22

What is desire?

Answer 22

Desire is when the ad presents to the consumer an invitation to experience the produce through the process of visualization

Question 23

What is action?

Answer 23

The purpose of action is to motivate people to do something

Question 24

What is a headline?

Answer 24

It is the most important element of a print ad as they are the words that are read first and that are situated to draw the most attention

Question 25

What are the different types of headlines?

Answer 25

Benefit headlines
News/information headlines
Provocative headlines
Question headlines
Command headlines

Question 26

What is a benefit headline?

Answer 26

It is a headline that promises the audience that experiencing the utility of the product or service will be rewarding

Question 27

What is a news/information headline?

Answer 27

It is a headline that announces some new or promise some information

Question 28

What is a provocative headline?

Answer 28

It is a headline that provokes the reader’s curiosity to stimulate questions and thoughts

Question 29

What is a question headline?

Answer 29

It is a headline that encourages readers to search for the answer

Question 30

What is a command headline?

Answer 30

It is a headline that orders the reader to do something

Question 31

What is a subhead?

Answer 31

It is an additional smaller headline that may appear above the headline or below it

Question 32

What is the body copy?

Answer 32

It is where the advertiser tells the complete sales story. This comprises of the interest, credibility, desire and often even the action steps

Question 33

What is a slogan?

Answer 33

It is a sentence or phrase that is easily recognizable

Question 34

What are the purposes of slogans?

Answer 34

To provide continuity to a series of ads
To reduce an advertising message strategy to a brief, repeatable, and memorable positioning statement

Question 35

What is a logotype/signature?

Answer 35

They are the special designs of the advertiser’s company name of product name

Question 36

What are parts of the copywriter’s pyramid?

Answer 36

Attention
Interest
Credibility
Desire
Action