TB8, L2 - Advertising

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

1. Protection motivation theory states that fear campaign adverts work because:

  • None of the above
  • They make people aware of the probability of the threatened event
  • They put people in a motivated state to protect against danger, elicited by a threat
  • They use coercive power which is the most influential type of power
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2. In Azjen's theory of planned behaviour, control beliefs feed into:

  • Intention
  • Behavioural control
  • Subjective norms
  • Attitude towards behaviour

3. Maddux and Rogers (1983) found:

  • None of the above
  • There was no interaction between probability, coping response and self efficacy
  • There was a high interaction between probability, coping response and self efficacy
  • There was a high interaction between outcome severity, coping response and self efficacy

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

  • Have low visual emphasis and explicit claims
  • Have high visual emphasis and explicit claims
  • Have low visual emphasis and implicit claims
  • Have high visual emphasis and implicit claims

5. Fear campaigns should:

  • Not create fear, provide a solution, convince response and self efficacy
  • None of the above
  • Create fear, provide a solution and convince probability of threatened event
  • Create fear and highlight severity of threatened event
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