MKG 420 Exam 2 With
Complete Solution
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.
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? -
Complete Solution
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.
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? -
