MAKRETING 5 - FINAL EXAM

Marketers must know their target market to make their messages clear and understandable.

• Receiver/comprehension

• Channel/presentation

• Message/yielding

• Source/attention

Which media will increase presentation?

• Receiver/comprehension

• Channel/presentation

• Message/yielding

• Source/attention

What type of message will create favorable attitudes or feelings?

• Channel/presentation

• Message/yielding

• Receiver/comprehension

• Source/attention

Who will be effective in getting consumers’ attention?

• Source/attention

• Message/yielding

• Channel/presentation

• Receiver/comprehension

is a spokesperson who delivers a message and/or demonstrates a product or service?

• direct source

• indirect source

• source

• receiver

is the extent to which the recipient sees the source as having relevant knowledge, skill, or experience and trusts the source to give unbiased, objective information?

• Credibility

• Message presentation

• Attention

• Comprehension

which encompasses similarity, familiarity, and likability?

• attractiveness

• identification

• sleeper effect

• internalization

e has power when he or she can actually administer rewards and punishments to the receiver?

• source power

• compliance

• regency effect

• primacy effec

Marketing communicators must decide whether their messages should explicitly draw a firm conclusion or allow receivers to draw their own conclusions.

• True

• False

is the practice of either directly or indirectly naming competitors in an ad and comparing one or more specific attributes.

• Comparative advertising

• Fear appeals

• How Fear Operates

• Clutter