Kent MKTG450 quiz 6

Aug 23rd, 2016
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Question 1 _____ is defined as an attraction for a source based on a resemblance between the source and receiver. Likability Familiarity Similarity Expertise Power 1 points Question 2 NYNEX owned a substantial portion of the yellow pages advertising business in the New York/New England region, which it needed to protect following the breakup of AT&T. To protect itself from competitors, NYNEX ran a series of ads. One was a picture of a blue rabbit and headlined, "Hair Tinting." Another showed Barbie and Ken dressed in doctor costumes and headlined "Plastic Surgeons." At the bottom of each ad was the tag line, "If it's out there, it's in NYNEX yellow pages." This approach to yellow pages listings was successful because it had a _____ appeal. Fear two-sided refutational comparative humorous 1 points Question 3 Expertise and trustworthiness are very important when focusing on source ____, one of the categories of source attributes. power attractiveness credibility ide

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