University of Houston, Downtown

MBA 6208

1)Two-sided messages are more effective with more educated audiences and those who are initially opposed.

 

2. In a one-sided message, presenting the strongest argument first arouses attention and interest, important in media where the audience often does not attend to the whole message.

 

 

3. Fear appeals work best when they are rather strong and reinforce what the audience already believes.

 

4. If messages are too conflicting, audiences will counterargue and disbelieve them.

 

5. Motivational or "borrowed interest" devices — such as the presence of cute babies, frisky puppies, popular music, or provocative sex appeals — are often employed to attract attention and raise involvement with an ad.

 

 

6. Celebrities are likely to be effective when they are credible or personify a key product attribute.

 

7. Trustworthiness is that source of a spokesperson's credibility that describes his or her attractiveness.

8. The most highly credible source would score high on at least two of the three dimensions — expertise, trustworthiness, and likability.

 

 

9. The principle of congruity implies that communicators can use their good image to reduce some negative feelings toward a brand but in the process might lose some esteem with the audience.

 

 

10. The beginning communications objective associated with a new-to-the world product — like an electric car — is always establishing category need.

 

 

11. Personal communications channels derive their effectiveness from individualized presentation and feedback and include direct and interactive marketing, word-of-mouth marketing, and personal selling.

 

 

12. Personal influence carries especially great weight when products are inexpensive, risk-free, or purchased frequently.

 

13. Although personal communication is often more effective than mass communication, mass media might be the major means of stimulating personal communication.

 

 

14. The two-step flow supports the notion that consumption styles are primarily influenced by a "trickle-down" or "trickle-up" effect from mass media.

 

 

15. Two-step communication suggests that mass communicators should direct messages specifically to opinion leaders and let them carry the message to others.

 

 

16. The percentage-of-sales method leads to a budget set by market opportunities rather than by the availability of funds.

 

17. Marketing communications budgets tend to be higher when there is much change in the marketing program over time and more complex customer decision making.

 

 

18. As Ben manages communications for his company's watch brand, which has reached the decline stage in the product life cycle, which of the following marketing communications mix tools is he most likely to continue?

1. interactive marketing
2. advertising
3. personal selling
4. direct marketing
5. sales promotion

 

19. Stacey wants to use a highly relevant, engaging, and implicit communications mix mode to use a "soft sell" approach for her new makeup line. The communications mix mode that has these characteristics is     .

1. sales promotions
2. events and experiences
3. advertising
4. direct and interactive marketing
5. personal selling