Study Guide

What are the two ways of measuring attitudes? Give an example of a scale that may be used for each?
Liker type Scale
Semantic Differential - 7 point scale.

Passive and Active Audience theories have terms and methods that were associated with them name three.
(this wouldn't be on the student's question, but i.e. empty bucket, hypodermic needle, gestalt, etc..)
Passive Audience- empty buckets, hypodermic needle.
Learning theory - Behaviorism, classical conditioning.
Active - learning theory - cognitive - gestalt.

How does cognitive theory prove active audience?

What is the difference between Classical and Operant training?
Operant occurs at a conscious level.

What is harder changing attitudes or maintaining, explain why.

Essay: What is cognitive dissonance? Why is this important to businesses and what are some advertising methods that can be used to circumvent this from occurring both pre and post purchase?
Post purchase is buyers remorse.

Essay question: what are the benefits of employing active audience theory in a contemporary campaign?

Essay question: what would the drawbacks be of employing a active audience theory in a 1950's campaign?

Short Answer
1. What is the difference between segmentation and positioning?
Segmentation goes with a target audience by demographic. Psychographic deals with attitude. Demographic like age race.

3.What is the difference between classical conditioning and operant?

4. What is majority fallacy?
The idea that one product can be created to meet the needs of everyone.

Essay.
List and discuss each of the five phases of Consumer Decision Hierarchy.

Short answer:
What is the difference between an attitude and belief?
Attitude - emotional

What is the foot in the door technique?
Ask you do small request and then when you do ask you do larger you are most likely to.
Door in the face. You ask large and then go down to small amounts.

What are the four parts of the promotional mix?
Product
Price
Place - distribution
Promotion - advertising, pr, personal selling, sales promotion.

What is the difference between segmentation and positioning?

What are two ways to measure attitudes and what role does the mass media play in this?

How does the direct effect model relate to diffusion of information?
How does the information you gained in products and diffusion