1. In his talk about creative marketing, Prof. Doug McLeod claimed that it now takes more than ____ TV ads to reach as many people as ____ TV ads did in 1965.
a. 100; 50
b. 100; 3
c. 3; 100
d. 50; 100
2. Full persuasion has occurred when
a. an attitude is changed/preserved and behavior is changed/reinforced
b. a long-lasting behavior is cemented cognitively
c. a person shares the persuasive appeal with others and comments on it
d. the news media reports about the success of the appeal in public opinion polls
3. An advertisement featuring a UW student touting how effective a study aid was for them is using this persuasive appeal.
a. authority
b. social proof
c. scarcity
d. reciprocity
4. In order for the central route to be engaged in a persuasive message attempt, the Elaboration Likelihood Model claims this must be true:
a. people must be motivated and excited to process the information
b. people must be emotionally ready to process the information
c. people must have already tried the peripheral route to process the information
d. people must be capable and motivated to process the information
5. In advertising, it is harder to achieve ________ goals as compared to ________ goals
a. cognitive; behavioral
b. behavioral; cognitive
c. peripheral; affective
d. affective; peripheral