Questions

1.  What factors influence the perceived credibility of an informal information source?  List and discuss factors that determine the credibility of formal

communication sources of product information.
2. What are the implications of the sleeper effect for the selection of spokespeople and the scheduling of advertising messages?
3. Virgin Airlines uses both magazines and Internet to promote its discount airline business.  How would you measure the advertising effectiveness of the two media for

promoting the service?  Which is likely to be more effective?
4. Which media do you think are suitable for advertising to the 18-24 age group as opposed to the 55+ age group? Justify your answer with examples and /or secondary

data.
5. You are the marketing manager for a headache remedy. Your advertising agency has just presented you with two different promotional strategies, one using a humorous

approach and one taking an “agony” approach. Which approach would you adopt? Why?
6. You are a promotions manager working for the Australian or your home government. Devise an advertising campaign to discourage smoking by young women referring to

the communication model shown in Figure 7.1.p.260. Compare your plan with current campaigns used by the Australian government, state governments or local governments.

How is your campaign superior? Justify your answer with reference to consumer behaviour.