©BRIGHTSTARS EXAM SOLUTIONS
11/16/2024 10:16 AM
MKG 420 Exam 2 Questions With Correct
Answers
What is the difference between a direct source and an indirect source? - answer✔direct source:
spokesperson/celebrity, delivers and endorses brand.
indirect source: model, draws attention, enhances.
Describe the dimensions and outcome of source credibility. - answer✔-applying expertise:
knowledge, skillful, experienced
-applying trustworthiness: honest, ethical, believable
known as internalization
Describe the dimensions and outcome of source attractiveness. - answer✔-applying similarities
from source to receiver: resemblance
-applying familiarity: knowledge
-applying likability: affection
known as identification
Think back to the class discussion on Angelina Jolie and St. John. Was Angelina an attractive
source for St. John? - answer✔No it was considered overshadowing: when celebrities out shine
the product.
Describe source power - answer✔-perceived control: source must be perceived as being able to
administer positive or negative sanctions to the receiver.
-perceived concern: receiver must think the source cares about whether or not the receiver
conforms.
-perceived scrutiny: receivers estimate of the sources ability to observe conformity.
1|Page
, ©BRIGHTSTARS EXAM SOLUTIONS
11/16/2024 10:16 AM
known as compliance
What is the outcome of source power? - answer✔as a result of the power, the source may be
able to induce another person(s) to respond to the request or position he or she is advocating.
Use an example to describe how McCracken's Meaning Transfer Model works. - answer✔
How is the primacy effect different from the recency effect? - answer✔-primary effect is to
remember more in the beginning.
-recency effect is to remember more in the end.
Should the marketer leave conclusion drawing up to the target audience? - answer✔drawing a
conclusion in a message may make sure the target audience gets the point the marketer
intended. but many advertisers believe that letting customers draw their own conclusions
reinforces the point being made in the message.
ex: silk soy milk
What is message sidedness? - answer✔a one-sided message mentions only positive attributes
or benefits.
a two-sided message presents both good and bad points.
Is a refutation message a type of two-sided message? - answer✔Yes it is where the
communicator presents both sides of an issue and then refutes the opposing viewpoint.
What is the difference between self-paced media and externally-paced media? - answer✔Self-
paced media: consumer controls the rate of processing.
-newspapers
-magazines
-direct mail
-internet
2|Page
11/16/2024 10:16 AM
MKG 420 Exam 2 Questions With Correct
Answers
What is the difference between a direct source and an indirect source? - answer✔direct source:
spokesperson/celebrity, delivers and endorses brand.
indirect source: model, draws attention, enhances.
Describe the dimensions and outcome of source credibility. - answer✔-applying expertise:
knowledge, skillful, experienced
-applying trustworthiness: honest, ethical, believable
known as internalization
Describe the dimensions and outcome of source attractiveness. - answer✔-applying similarities
from source to receiver: resemblance
-applying familiarity: knowledge
-applying likability: affection
known as identification
Think back to the class discussion on Angelina Jolie and St. John. Was Angelina an attractive
source for St. John? - answer✔No it was considered overshadowing: when celebrities out shine
the product.
Describe source power - answer✔-perceived control: source must be perceived as being able to
administer positive or negative sanctions to the receiver.
-perceived concern: receiver must think the source cares about whether or not the receiver
conforms.
-perceived scrutiny: receivers estimate of the sources ability to observe conformity.
1|Page
, ©BRIGHTSTARS EXAM SOLUTIONS
11/16/2024 10:16 AM
known as compliance
What is the outcome of source power? - answer✔as a result of the power, the source may be
able to induce another person(s) to respond to the request or position he or she is advocating.
Use an example to describe how McCracken's Meaning Transfer Model works. - answer✔
How is the primacy effect different from the recency effect? - answer✔-primary effect is to
remember more in the beginning.
-recency effect is to remember more in the end.
Should the marketer leave conclusion drawing up to the target audience? - answer✔drawing a
conclusion in a message may make sure the target audience gets the point the marketer
intended. but many advertisers believe that letting customers draw their own conclusions
reinforces the point being made in the message.
ex: silk soy milk
What is message sidedness? - answer✔a one-sided message mentions only positive attributes
or benefits.
a two-sided message presents both good and bad points.
Is a refutation message a type of two-sided message? - answer✔Yes it is where the
communicator presents both sides of an issue and then refutes the opposing viewpoint.
What is the difference between self-paced media and externally-paced media? - answer✔Self-
paced media: consumer controls the rate of processing.
-newspapers
-magazines
-direct mail
-internet
2|Page
