1. Concerns about non-traditional media such as advergames

1. are based on empirical evidence
2. are based on actual purchase data
3. do not consider wider influences on brand choice
4. highlight the need for more research in this area

2. Communication theories

1. provide effective explanations of how non-traditional media impacts on people
2. provide inadequate explanations of how non-traditional media impacts on people
3. show that the effects of traditional and non-traditional media are the same
4. predict how brand information is processed

3. Low involvement processing

1. cannot build brand preference
2. does not consider real-world influences on brand choice
3. is an unconscious process
4. shows that advertising is a strong force

4. Self-regulation of new media

1. is effective in deterring harmful effects of persuasive communication
2. applies the same regulations as those used for traditional media
3. is ineffective in deterring harmful effects of persuasive communication
4. keeps pace with developments in this sector

5. Commercial media literacy programmes

1. are effective in protecting children from the harmful effects of advertising
2. are based on strong predictive theories
3. provide deep understanding of the persuasive intent of advertising
4. are more effective with older children than with younger children

6. Inoculation theory states that

1. it is possible to immunise people against persuasive communication
2. people can be trained to ignore advertising
3. knowledge of how advertising works makes people less sceptical of it
4. it is not possible to protect people from the effects of persuasive communication

7. Disposition theory states that

1. people’s moods influence their response to marketing communication
2. people’s enjoyment of media is a strong positive influence on reactions to marketing communication
3. enjoyment of media can influence feelings about persuasive content within it
4. people’s reactions to marketing communication are based largely on pre-existing attitudes

8. Social identity theory suggests that

1. marketing communication may have a role in perceptions of knowledge
2. marketing communication has no role in perceptions of knowledge
3. the link between people and media exposure is simple
4. perceptions of social identity are unimportant to most people

9. Mere exposure theory shows that

1. marketing communication is a strong force in influencing people’s behaviour
2. marketing communication is unable to influence brand preferences
3. repeated exposure to marketing communications messages may influence brand preferences
4. people ignore most marketing communication messages

10.Vulnerable groups

1. can be ignored due to their low purchasing power
2. are not homogenous in nature
3. are unable to prioritise purchase decisions
4. are vulnerable to exploitation