MARKETING QUESTION. receiver, the message is likely to be. a. b. c. more effecti

Question

MARKETING QUESTION.

receiver, the message is likely to be. a. b. c. more effective less effective ineffective 18. In , a person has positive or negative attitude towards both source & message. a. communication audit integration ofcommunication c. d b. principle ofcongruity buyer-readiness stage 19. When buying salt, is relevant - the customer has low-involvement and perceives little-differentiation a. do-fee-learn sequence b. learn-do-feel sequence learn-feel-do sequence c. 20. Source's or spokesperson's is crucial to a message's acceptance a. credibility b. expertise c. likability d. trustworthiness Page 3 of 6

Explanation / Answer

17. The answer is option “a” – more effective.

Senders must know about the audience that they want to reach as well as the response that they are expecting. Overlap of experience will make the message only more effective.

18. The answer is option “c” – principle of congruity.

As per the principle of congruity attitudes tend to change in the predicted direction and there can be a negative or a positive attitude towards the message as well as its source.

19. The answer is option “b” – learn-do-feel. This sequence is associated with low involvements.

20. The answer is option “a” – credibility. This is because when messages are delivered by highly credible sources they tend to be more persuasive. Credibility depends on expertise, trustworthiness and likeability.

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