IMC 104 Midterm Exam Questions and Answers |Complete Solutions
Graded A+ |100% Correct
Identification receiver is motivated to seek some type of relationship with the source and
adopts similar beliefs, attitudes, behaviors, etc
Overshadowing celeb's popularity
overshadows product
Overexposure celeb is seen too often in ads
Order of Presentation strongest arguments presented early or late
Primacy Effect information or arguments presented first are more effective
Recency Effect information or arguments presented last are more effective
One-sided Message mentions only positive attributes (favorable opinion, less educated)
Two-sided Message presents both good and bad points (high educated, holds an opposing
opinion)
Fear Appeal evoke an emotional response to a threat and arouse individuals to take steps to
remove threat
Curvilinear message acceptance increases as amount of fear used rises (but only to certain
point and acceptance decreases and fear rises)
, Humor Appeals attract and hold consumers attention, put them in a good mood, or distract
them form disagreeing (may experience wear out due to repetition or be too subtle)
Qualitative Media Effect a channel can affect a receiver's reactions to messages (non-
personal v personal)
Clutter excessive amount of ads (specific ads don't stand out)
Hierarchy of Effects Model consumer passes through stages in order from initial awareness
to actual purchase/ developed for setting advertising objectives and measuring results
Responses: Learn-Feel-Do Learn (cognitive)- improve receiver's awareness of brand/ Feel
(affective)- enhance receiver's positive attitudes toward the brand/ Do (behavioral)- motivate
receivers to do something
Implications of Model IMC campaign may not lead to immediate purchase behavior/ IMC
campaign can influence each stage of model
Values of Objectives communication among IMC professionals (specific objectives)/ planning
and decision making for campaigns (promotional objectives)/ Measurement & Result Evaluation
(successful or nah)
Problems w Sales-Oriented Objectives improved awareness but product wasn't available or
was too expensive/ carryover effect (no immediate impact on sales)
DAGMAR Defining Advertising Goals for Measured Advertising Result
Good Objectives concrete and measurable tasks, benchmark and degree of change, target
audience, time period
Graded A+ |100% Correct
Identification receiver is motivated to seek some type of relationship with the source and
adopts similar beliefs, attitudes, behaviors, etc
Overshadowing celeb's popularity
overshadows product
Overexposure celeb is seen too often in ads
Order of Presentation strongest arguments presented early or late
Primacy Effect information or arguments presented first are more effective
Recency Effect information or arguments presented last are more effective
One-sided Message mentions only positive attributes (favorable opinion, less educated)
Two-sided Message presents both good and bad points (high educated, holds an opposing
opinion)
Fear Appeal evoke an emotional response to a threat and arouse individuals to take steps to
remove threat
Curvilinear message acceptance increases as amount of fear used rises (but only to certain
point and acceptance decreases and fear rises)
, Humor Appeals attract and hold consumers attention, put them in a good mood, or distract
them form disagreeing (may experience wear out due to repetition or be too subtle)
Qualitative Media Effect a channel can affect a receiver's reactions to messages (non-
personal v personal)
Clutter excessive amount of ads (specific ads don't stand out)
Hierarchy of Effects Model consumer passes through stages in order from initial awareness
to actual purchase/ developed for setting advertising objectives and measuring results
Responses: Learn-Feel-Do Learn (cognitive)- improve receiver's awareness of brand/ Feel
(affective)- enhance receiver's positive attitudes toward the brand/ Do (behavioral)- motivate
receivers to do something
Implications of Model IMC campaign may not lead to immediate purchase behavior/ IMC
campaign can influence each stage of model
Values of Objectives communication among IMC professionals (specific objectives)/ planning
and decision making for campaigns (promotional objectives)/ Measurement & Result Evaluation
(successful or nah)
Problems w Sales-Oriented Objectives improved awareness but product wasn't available or
was too expensive/ carryover effect (no immediate impact on sales)
DAGMAR Defining Advertising Goals for Measured Advertising Result
Good Objectives concrete and measurable tasks, benchmark and degree of change, target
audience, time period
