Module 7 Practice quiz Flashcards
Multiple Choice
Resonance is a form of presentation in advertising which:
a. combines a play on words (e.g., a pun) with a relevant picture
b. elies heavily upon sound effects
c. explains the moral position which will result from the use of the marketer’s product
d. carries a theme throughout a series of commercials but varies the execution for each one
Choose one answer
Correct
combines a play on words (e.g., a pun) with a relevant picture
Multiple Choice
The concept which attempts to explain the relative impact of the three components of an attitude and the sequence of steps occurring en route to the formation of an attitude is called by attitude researchers:
A. ratio-explanation hypothesis
B. hierarchy of effects
C. attitude-belief hypothesis
D. mood-congruence effec
Correct
B. hierarchy of effects
Multiple Choice
A communications source’s perceived expertise, objectivity or trustworthiness is called
A. Credibility,
B.Atractiveness
C. Attitude change
D.Halo effect
Choose one
A.credibility
Multiple Choice
When a consumer is not really motivated to process the information in an ad, it is likely that he/she will employ the _________ route to persuasion.
A. Peripheral
B. Direction
C. Tertiary
D. Central
Choose one
A. Peripheral
Multiple Choice
The assumption that people who are physically attractive are smarter, cooler, and happier is termed:
A. Aurora Efect
B. Halo Effect
C. Nimbus Effect
D. Stereo type Effect
Choose one
B. Halo effect
Multiple Choice
According to the functional theory of attitudes, the _________ function is addressed by ads that stress straightforward product benefits (“Drink Diet Coke ‘just for the taste of it’”).
A. Utilitarian
B. Value-Expression
C.Ego-defesive
D.Knwledeg attribute
Choose one
A. Utilitarian
Multiple Choice
Consumers value harmony among their thoughts, feelings, and behaviours, and are motivated to maintain uniformity among these elements; this idea is termed the principle of:
A. Harmonic Covergance
B.Hedonic Bliss
C.Internal Congruence
D.Cognitive Consistancy
E. Uniform Behaviour
D. Cognitive Consistancy
Multiple Choice
Which of these statements about the way in which attitudes can form or be learned is NOT true;
A. pairing an object (brand name) repeatedly with a catchy jingle
B. reinforcement of an Ao
C. a brand name can elicit its own attitude
D. the process is the same no matter what the product or ad
Choose one
D. the process is the same no matter what the product or ad
Multiple Choice
A consumer accumulates knowledge about a product and forms beliefs; consumer evaluates beliefs and forms a feeling; consumer buys product. This is an example of
A. Low Involvement Hierarchy C->B->A
B.High Involvement Hierarchy C->A->B
C. Medium Involvement Hierarchy B->A->C
D. No involvement Hierarchy A->B->C
Choose One
B High Involvement Hierarchy C->A->B
