Question 1

Which of the following statements is true about source credibility?

Accepted Answer

A) The influence of a knowledgeable source will be increased if audience members think he or she has underlying personal motives for advocating a position. 
B) Enhanced counterarguing should result in greater message acceptance and persuasion. 
C) The persuasiveness of a low-credibility source may decline over time due to the sleeper effect phenomenon. 
D) A very credible source is more effective when message recipients are not in favor of the position advocated in a message. 
E) Advertisers can increase the perception that their sources are trustworthy by using hidden cameras to show that a consumer is a paid spokesperson. 
A) The influence of a knowledgeable source will be increased if audience members think he or she has underlying personal motives for advocating a position. 
B) Enhanced counterarguing should result in greater message acceptance and persuasion. 
C) The persuasiveness of a low-credibility source may decline over time due to the sleeper effect phenomenon. 
D) A very credible source is more effective when message recipients are not in favor of the position advocated in a message. 
E) Advertisers can increase the perception that their sources are trustworthy by using hidden cameras to show that a consumer is a paid spokesperson. D

Question 2

A fatal accident at the production facility of GA Inc., a mobile manufacturer, has killed 58 factory workers.The company is now perceived negatively among customers.In an attempt to revive its reputation, the company has hired Adam Murphy, a popular golfer, as its spokesperson.Murphy is a distinguished personality and is well known for his philanthropic activities.Murphy, being a credible source, can help GA restore its tainted reputation by

Accepted Answer

A) acting as a positive source derogation. 
B) inhibiting counterarguments about the company and its products. 
C) eliminating advertising clutter. 
D) attempting to change consumer buying patterns. 
E) stimulating consumers to purchase the company's products. 
A) acting as a positive source derogation. 
B) inhibiting counterarguments about the company and its products. 
C) eliminating advertising clutter. 
D) attempting to change consumer buying patterns. 
E) stimulating consumers to purchase the company's products. B

Question 3

According to the sleeper effect phenomenon

Accepted Answer

A) the impact of a persuasive message diminishes over time. 
B) people subconsciously retain advertising messages that they see moments before sleeping and rehearse them in their sleep. 
C) the impact of a persuasive message from a low-credibility source can increase over time, since the message content becomes disassociated from the source. 
D) with the passage of time, the impact of a persuasive message from a low-credibility source can decrease, since people forget the content of the message. 
E) people instinctively disassociate a low-credibility source from the message when they are paying less than full attention to the message. 
A) the impact of a persuasive message diminishes over time. 
B) people subconsciously retain advertising messages that they see moments before sleeping and rehearse them in their sleep. 
C) the impact of a persuasive message from a low-credibility source can increase over time, since the message content becomes disassociated from the source. 
D) with the passage of time, the impact of a persuasive message from a low-credibility source can decrease, since people forget the content of the message. 
E) people instinctively disassociate a low-credibility source from the message when they are paying less than full attention to the message. C

Question 4

Clutter levels in television are lowest during daytime programs.

Accepted Answer

A) True 
 B)False

Question 5

A television ad for Corona deodorant shows a college freshman being socially rejected for having body odor.He is teased and rejected by members of the college dance club.A fellow student gives him a Corona deodorant.After using the deodorant, the freshman is accepted in the dance club and becomes popular.In this ad, Corona is using a _____ appeal.

Accepted Answer

A) comparative 
B) noncognitive 
C) humor 
D) fear 
E) refutational 
A) comparative 
B) noncognitive 
C) humor 
D) fear 
E) refutational

Question 6

A magazine titled Utopia: Holiday Digest would have a strong _____ on an ad for destination resorts.

Accepted Answer

A) externally paced impact 
B) favorable quantitative media effect 
C) cluttered media effect 
D) shaping effect 
E) positive qualitative media effect 
A) externally paced impact 
B) favorable quantitative media effect 
C) cluttered media effect 
D) shaping effect 
E) positive qualitative media effect

Question 7

The _____ is a promotional planning tool that can be used by marketers to consider how each controllable element of the communications model interacts with the consumer's response process.

Accepted Answer

A) dissonance/attribution matrix 
B) persuasion matrix 
C) AIDA model 
D) response model 
E) elaboration likelihood model 
A) dissonance/attribution matrix 
B) persuasion matrix 
C) AIDA model 
D) response model 
E) elaboration likelihood model

Question 8

The perceived attractiveness of celebrity spokespeople is more important than their perceived expertise or trustworthiness.

Accepted Answer

A) True 
 B)False

Question 9

A two-sided message with a refutational appeal is more effective than a one-sided message because it

Accepted Answer

A) presents only arguments favoring an advertiser's position. 
B) puts the strongest arguments in the middle of an advertising message. 
C) inoculates the target audience against a competitor's counterclaim. 
D) increases the level of counterargument. 
E) is easily understood and accepted by the target audience. 
A) presents only arguments favoring an advertiser's position. 
B) puts the strongest arguments in the middle of an advertising message. 
C) inoculates the target audience against a competitor's counterclaim. 
D) increases the level of counterargument. 
E) is easily understood and accepted by the target audience.

Question 10

A radio commercial begins with the following line: "Our competitors think we can't sell furniture for so little money, but we want our customers to know that we work hard to bring you value for your dollar, and our prices are for real." The furniture store is using a(n) _____ appeal.

Accepted Answer

A) one-sided 
B) functional 
C) emotional 
D) refutational 
E) slice-of-life 
A) one-sided 
B) functional 
C) emotional 
D) refutational 
E) slice-of-life

Question 11

Humorous messages are generally considered effective as they enhance

Accepted Answer

A) comprehension. 
B) attention. 
C) support arguments. 
D) source derogation. 
E) counterargument. 
A) comprehension. 
B) attention. 
C) support arguments. 
D) source derogation. 
E) counterargument.

Question 12

Companies are willing to pay premium rates to advertise on popular programs such as the Olympic Games and Christmas specials because these televised events

Accepted Answer

A) attract only affluent viewers. 
B) create positive moods that can make viewers more responsive to commercials. 
C) show very few commercials. 
D) have low levels of advertising clutter. 
E) have effective appeals that are minimized by the cognitive appeal of the commercials. 
A) attract only affluent viewers. 
B) create positive moods that can make viewers more responsive to commercials. 
C) show very few commercials. 
D) have low levels of advertising clutter. 
E) have effective appeals that are minimized by the cognitive appeal of the commercials.

Question 13

A study by Andrew Aylesworth and Scott MacKenzie found that commercials placed in programs that induce negative moods are

Accepted Answer

A) prone to extensive critical scrutiny of the companies' products or services by the audience. 
B) processed less systematically than ads placed in programs that put viewers in positive moods. 
C) useful when the message is intended to work through a central route to persuasion. 
D) useful when viewers are knowledgeable and can analyze an ad in detail. 
E) helpful in exciting the readers and viewers of the message about the product or the service. 
A) prone to extensive critical scrutiny of the companies' products or services by the audience. 
B) processed less systematically than ads placed in programs that put viewers in positive moods. 
C) useful when the message is intended to work through a central route to persuasion. 
D) useful when viewers are knowledgeable and can analyze an ad in detail. 
E) helpful in exciting the readers and viewers of the message about the product or the service.

Question 14

When country music star Miranda Lambert delivered a message that endorsed milk when she appeared in an ad that is part of "The Breakfast Project" campaign sponsored by the Milk Processor Education Program, she was acting as a(n) _________________ source.

Accepted Answer

A) corporate 
B) overexposed 
C) internal 
D) indirect 
E) direct 
A) corporate 
B) overexposed 
C) internal 
D) indirect 
E) direct

Question 15

A marketer should present the strong points at the beginning of an advertising message when

Accepted Answer

A) the target audience can connect well with the marketer's position. 
B) the target audience is not interested in the topic. 
C) the target audience is not biased toward certain brands. 
D) the target audience has used the product and has a favorable image of the product. 
E) immediate action is an objective. 
A) the target audience can connect well with the marketer's position. 
B) the target audience is not interested in the topic. 
C) the target audience is not biased toward certain brands. 
D) the target audience has used the product and has a favorable image of the product. 
E) immediate action is an objective.

Question 16

A television commercial for Elate perfume features a woman walking along a beach.The ad attempts to connect the woman's physical beauty to the attractiveness of the perfume.In the ad, the model serves as a(n)

Accepted Answer

A) source echo. 
B) message shaper. 
C) direct source. 
D) passive model. 
E) active communicator. 
A) source echo. 
B) message shaper. 
C) direct source. 
D) passive model. 
E) active communicator.

Question 17

The owner of Elan Style Inc., a global fashion house, features in all of his stores' commercials.He explains how his company differs from other chain stores and gives advice on buying fashion clothing and accessories.Since he is recognized as a professional style expert, his presence in his company's ads can enhance the ads' source

Accepted Answer

A) credibility. 
B) attractiveness. 
C) power. 
D) differentiability. 
E) likability. 
A) credibility. 
B) attractiveness. 
C) power. 
D) differentiability. 
E) likability.

Question 18

There are two important dimensions to credibility: expertise and trustworthiness.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following is true of humor appeals?

Accepted Answer

A) They usually generate more counterarguments among consumers. 
B) They enhance effectiveness by putting consumers in a positive mood. 
C) The television medium does not lend itself to humor appeals. 
D) The print medium is not feasible for humor appeals. 
E) They cannot be presented through radio. 
A) They usually generate more counterarguments among consumers. 
B) They enhance effectiveness by putting consumers in a positive mood. 
C) The television medium does not lend itself to humor appeals. 
D) The print medium is not feasible for humor appeals. 
E) They cannot be presented through radio.

Question 20

Information from ads presented in broadcast media is

Accepted Answer

A) externally paced. 
B) self-paced. 
C) internally paced. 
D) personally paced. 
E) intermittently paced. 
A) externally paced. 
B) self-paced. 
C) internally paced. 
D) personally paced. 
E) intermittently paced.

Which of the following statements is true about source credibility?

According to the sleeper effect phenomenon

Clutter levels in television are lowest during daytime programs.

A magazine titled Utopia: Holiday Digest would have a strong _____ on an ad for destination resorts.

The _____ is a promotional planning tool that can be used by marketers to consider how each controllable element of the communications model interacts with the consumer's response process.

The perceived attractiveness of celebrity spokespeople is more important than their perceived expertise or trustworthiness.

A two-sided message with a refutational appeal is more effective than a one-sided message because it

A radio commercial begins with the following line: "Our competitors think we can't sell furniture for so little money, but we want our customers to know that we work hard to bring you value for your dollar, and our prices are for real." The furniture store is using a(n) _____ appeal.

Humorous messages are generally considered effective as they enhance

Companies are willing to pay premium rates to advertise on popular programs such as the Olympic Games and Christmas specials because these televised events

A study by Andrew Aylesworth and Scott MacKenzie found that commercials placed in programs that induce negative moods are

When country music star Miranda Lambert delivered a message that endorsed milk when she appeared in an ad that is part of "The Breakfast Project" campaign sponsored by the Milk Processor Education Program, she was acting as a(n) _________________ source.

A marketer should present the strong points at the beginning of an advertising message when

A television commercial for Elate perfume features a woman walking along a beach.The ad attempts to connect the woman's physical beauty to the attractiveness of the perfume.In the ad, the model serves as a(n)

There are two important dimensions to credibility: expertise and trustworthiness.

Which of the following is true of humor appeals?

Information from ads presented in broadcast media is

An Introduction to Integrated Marketing Communications

The Role of IMC in the Marketing Process

Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing

Perspectives on Consumer Behavior

The Communication Process

Establishing Objectives and Budgeting for the Promotional Program

Creative Strategy: Planning and Development

Creative Strategy: Implementation and Evaluation

Media Planning and Strategy

Evaluation of Media: Television and Radio

Evaluation of Media: Magazines and Newspapers

Support Media

Direct Marketing

The Internet: Digital and Social Media

Sales Promotion

Public Relations, Publicity, and Corporate Advertising

Measuring the Effectiveness of the Promotional Program

International Advertising and Promotion

Regulation of Advertising and Promotion

Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion

Personal Selling Online

Filters

Exam 6: Source, Message, and Channel Factors

Which of the following statements is true about source credibility?

According to the sleeper effect phenomenon

Clutter levels in television are lowest during daytime programs.

A magazine titled Utopia: Holiday Digest would have a strong _____ on an ad for destination resorts.

The _____ is a promotional planning tool that can be used by marketers to consider how each controllable element of the communications model interacts with the consumer's response process.

The perceived attractiveness of celebrity spokespeople is more important than their perceived expertise or trustworthiness.

A two-sided message with a refutational appeal is more effective than a one-sided message because it

A radio commercial begins with the following line: "Our competitors think we can't sell furniture for so little money, but we want our customers to know that we work hard to bring you value for your dollar, and our prices are for real." The furniture store is using a(n) _____ appeal.

Humorous messages are generally considered effective as they enhance

Companies are willing to pay premium rates to advertise on popular programs such as the Olympic Games and Christmas specials because these televised events

A study by Andrew Aylesworth and Scott MacKenzie found that commercials placed in programs that induce negative moods are

When country music star Miranda Lambert delivered a message that endorsed milk when she appeared in an ad that is part of "The Breakfast Project" campaign sponsored by the Milk Processor Education Program, she was acting as a(n) _________________ source.

A marketer should present the strong points at the beginning of an advertising message when

A television commercial for Elate perfume features a woman walking along a beach.The ad attempts to connect the woman's physical beauty to the attractiveness of the perfume.In the ad, the model serves as a(n)

There are two important dimensions to credibility: expertise and trustworthiness.

Which of the following is true of humor appeals?

Information from ads presented in broadcast media is

An Introduction to Integrated Marketing Communications

The Role of IMC in the Marketing Process

Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing

Perspectives on Consumer Behavior

The Communication Process

Establishing Objectives and Budgeting for the Promotional Program

Creative Strategy: Planning and Development

Creative Strategy: Implementation and Evaluation

Media Planning and Strategy

Evaluation of Media: Television and Radio

Evaluation of Media: Magazines and Newspapers

Support Media

Direct Marketing

The Internet: Digital and Social Media

Sales Promotion

Public Relations, Publicity, and Corporate Advertising

Measuring the Effectiveness of the Promotional Program

International Advertising and Promotion

Regulation of Advertising and Promotion

Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion

Personal Selling Online

Filters