TB8, L2 - Advertising

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  • Created by: a1b2c3d4
  • Created on: 18-05-16 21:16

1. The Beer study (Rossiter and Percy, 1980) showed that the most effective adverts:

  • Have high visual emphasis and implicit claims
  • Have low visual emphasis and implicit claims
  • Have high visual emphasis and explicit claims
  • Have low visual emphasis and explicit claims
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2. Comprehension refers to:

  • Who the advert is aimed at
  • The credibility of the source of communication
  • The type of message
  • Acceptance that the advert has been seen before

3. In Azjen's theory of planned behaviour, normative beliefs feed into:

  • Attitude towards behaviour
  • Subjective norms
  • Perceived behavioural control
  • Actual behavioural control

4. Self efficacy refers to:

  • How probable the danger is
  • None of the above
  • The belief in oneself to change the behaviour
  • How effective the response is to stop the risk

5. Which of the following is NOT an internal process of persuasion as hypothesised by McGuire (1968)?

  • Comprehension
  • Acceptance
  • Subjective norms
  • Attention

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