Chapter 8 Attitude Change and Interactive Communications
1) A central goal of many marketing communications is an active attempt to change a person's
attitude, an action called:
A) persuasion.
B) selling.
C) promotion.
D) conversion.
ANSWER: A
Type: MC Page Ref: 224
Skill: Concept
Objective: L8-01 The communications model identifies several important components for
marketers when they try to change consumers' attitudes toward products and services.
2) When Ford Canada includes a free oil change at your local dealership for filling out a research
survey, this is called:
A) manipulation.
B) authority.
C) co-operation.
D) reciprocity.
ANSWER: D
Type: MC Page Ref: 224
Skill: Application
Objective: L8-01 The communications model identifies several important components for
marketers when they try to change consumers' attitudes toward products and services.
3) If Harley-Davidson only produces enough motorcycles to satisfy 70% of market demand, they
are appealing to a psychological principle known as:
A) scarcity.
B) denial.
C) authority.
1
,D) consensus.
ANSWER:
A
Type: MC Page Ref: 224
Skill: Application
Objective: L8-01 The communications model identifies several important components for
marketers when they try to change consumers' attitudes toward products and services.
2
,4) When the Bank of Canada speaks about interest rates, people listen. This principle is known
as:
A) politicization.
B) puffery.
C) authority.
D) consistency.
ANSWER: C
Type: MC Page Ref: 225
Skill: Application
Objective: L8-01 The communications model identifies several important components for
marketers when they try to change consumers' attitudes toward products and services.
5) Many major Super Bowl sponsors have their digital media teams at the ready so that they can
leverage opportunities throughout the game. This is known as:
A) noise.
B) co-creation.
C) media management.
D) real-time marketing.
ANSWER: D
Type: MC Page Ref: 228
Skill: Application
Objective: L8-01 The communications model identifies several important components for
marketers when they try to change consumers' attitudes toward products and services.
6) Jason wanted to finely tune the company's message to suit various small groups of consumers.
He was looking to:
A) micro-market.
B) narrowcast.
C) co-creation.
D) mini-market.
ANSWER: B
Type: MC Page Ref: 227
3
, Skill: Application
Objective: L8-01 The communications model identifies several important components for
marketers when they try to change consumers' attitudes toward products and services.
7) The traditional communications model is ordered:
A) source, medium, receiver, feedback.
B) source, feedback, receiver, re-send.
C) source, medium, receiver, feedback, re-send.
D) source, message, medium, receiver, feedback.
ANSWER: D
Type: MC Page Ref: 226
Skill: Concept
Objective: L8-01 The communications model identifies several important components for
marketers when they try to change consumers' attitudes toward products and services.
4
1) A central goal of many marketing communications is an active attempt to change a person's
attitude, an action called:
A) persuasion.
B) selling.
C) promotion.
D) conversion.
ANSWER: A
Type: MC Page Ref: 224
Skill: Concept
Objective: L8-01 The communications model identifies several important components for
marketers when they try to change consumers' attitudes toward products and services.
2) When Ford Canada includes a free oil change at your local dealership for filling out a research
survey, this is called:
A) manipulation.
B) authority.
C) co-operation.
D) reciprocity.
ANSWER: D
Type: MC Page Ref: 224
Skill: Application
Objective: L8-01 The communications model identifies several important components for
marketers when they try to change consumers' attitudes toward products and services.
3) If Harley-Davidson only produces enough motorcycles to satisfy 70% of market demand, they
are appealing to a psychological principle known as:
A) scarcity.
B) denial.
C) authority.
1
,D) consensus.
ANSWER:
A
Type: MC Page Ref: 224
Skill: Application
Objective: L8-01 The communications model identifies several important components for
marketers when they try to change consumers' attitudes toward products and services.
2
,4) When the Bank of Canada speaks about interest rates, people listen. This principle is known
as:
A) politicization.
B) puffery.
C) authority.
D) consistency.
ANSWER: C
Type: MC Page Ref: 225
Skill: Application
Objective: L8-01 The communications model identifies several important components for
marketers when they try to change consumers' attitudes toward products and services.
5) Many major Super Bowl sponsors have their digital media teams at the ready so that they can
leverage opportunities throughout the game. This is known as:
A) noise.
B) co-creation.
C) media management.
D) real-time marketing.
ANSWER: D
Type: MC Page Ref: 228
Skill: Application
Objective: L8-01 The communications model identifies several important components for
marketers when they try to change consumers' attitudes toward products and services.
6) Jason wanted to finely tune the company's message to suit various small groups of consumers.
He was looking to:
A) micro-market.
B) narrowcast.
C) co-creation.
D) mini-market.
ANSWER: B
Type: MC Page Ref: 227
3
, Skill: Application
Objective: L8-01 The communications model identifies several important components for
marketers when they try to change consumers' attitudes toward products and services.
7) The traditional communications model is ordered:
A) source, medium, receiver, feedback.
B) source, feedback, receiver, re-send.
C) source, medium, receiver, feedback, re-send.
D) source, message, medium, receiver, feedback.
ANSWER: D
Type: MC Page Ref: 226
Skill: Concept
Objective: L8-01 The communications model identifies several important components for
marketers when they try to change consumers' attitudes toward products and services.
4
