Question 1

An advertiser whose message is placed in the middle of five consecutive commercials during a program break faces the problem of

Accepted Answer

A) clutter. 
B) media flooding. 
C) media bombardment. 
D) flighting. 
E) information overload. 
A) clutter. 
B) media flooding. 
C) media bombardment. 
D) flighting. 
E) information overload.

Question 2

A model/celebrity, when used as an indirect source, delivers the main message of an advertisement.

Accepted Answer

A) True 
 B)False

Question 3

Recently, some cable networks such as TBS and TNT have been using compression technology to speed up the transmission of programs and allow more time for commercials, which is adding to the _____________ problem.

Accepted Answer

A) impact 
B) quantitative 
C) clutter 
D) shaping 
E) positivity 
A) impact 
B) quantitative 
C) clutter 
D) shaping 
E) positivity

Question 4

A television ad for VenusCell Inc.shows a famous celebrity describing the features of the latest smartphone launched by the company.The celebrity talks about the features of the new smartphone such as 4G technology, AMOLED touchscreen, SVGA, tri-band, and WAP.According to the persuasion matrix, it is likely that a less educated audience will face problems associated with _____ due to the use of mobile jargons in the ad.

Accepted Answer

A) attention 
B) yielding 
C) presentation 
D) comprehension 
E) retention 
A) attention 
B) yielding 
C) presentation 
D) comprehension 
E) retention

Question 5

Advertisers who want to advertise during award-winning television shows are looking to transfer the favorable impressions of the shows onto their products.This transference is called a

Accepted Answer

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

Question 6

A(n) _____ is a communication variable that includes order of presentation, conclusion drawing, and refutation.

Accepted Answer

A) channel 
B) source 
C) message structure 
D) receiver 
E) emotional appeal 
A) channel 
B) source 
C) message structure 
D) receiver 
E) emotional appeal

Question 7

Mettle Inc., an automaker, hires a popular boxer, Darrell Hilton, as the spokesperson for its "Save the Globe" campaign, an initiative for preserving the environment.If viewers of the commercial perceive Darrell as being able to mete out punishment when citizens don't comply to environmental policies, then Darrell, as a message source, is said to have

Accepted Answer

A) perceived control. 
B) control persuasion. 
C) perceived integration. 
D) expertise. 
E) perceived concern. 
A) perceived control. 
B) control persuasion. 
C) perceived integration. 
D) expertise. 
E) perceived concern.

Question 8

High- and low-credibility sources are equally effective when they are arguing for a position opposing their own best interest.

Accepted Answer

A) True 
 B)False

Question 9

Some research suggests the use of a company president or CEO can improve attitudes and increase the likelihood that consumers will inquire about a company's product or service.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following statements best describes a reason for using comparative advertising?

Accepted Answer

A) It prevents a new market entrant from positioning itself against established brands. 
B) It positions a brand in the evoked set of alternate brands that consumers consider. 
C) It is perceived as more ethical than noncomparative ads. 
D) It is generally not considered to be useful for new brands. 
E) It is not permitted by the Federal Trade Commission. 
A) It prevents a new market entrant from positioning itself against established brands. 
B) It positions a brand in the evoked set of alternate brands that consumers consider. 
C) It is perceived as more ethical than noncomparative ads. 
D) It is generally not considered to be useful for new brands. 
E) It is not permitted by the Federal Trade Commission.

Question 11

In the final stage of the meaning transfer model developed by Grant McCracken

Accepted Answer

A) celebrities draw powerful meanings from the roles they assume in their careers. 
B) celebrities bring their meanings and images into ads for the products they are endorsing. 
C) the meanings that celebrities have given to products are transferred to consumers. 
D) promotional campaigns are organized in the presence of the media. 
E) the meanings created by celebrities are developed into advertisements. 
A) celebrities draw powerful meanings from the roles they assume in their careers. 
B) celebrities bring their meanings and images into ads for the products they are endorsing. 
C) the meanings that celebrities have given to products are transferred to consumers. 
D) promotional campaigns are organized in the presence of the media. 
E) the meanings created by celebrities are developed into advertisements.

Question 12

Which of the following statements is true about the use of corporate leaders as advertising spokespersons?

Accepted Answer

A) Many companies believe the use of a company president or CEO is an ineffective way of expressing the company's commitment to quality and customer service. 
B) Only Fortune 500 companies use corporate leaders as spokespersons. 
C) If a firm's image is too closely tied to its leader, it will face problems if and when the leader leaves the company. 
D) Corporate spokespersons are ineffective for consumer products. 
E) Corporate spokespersons improve the message source image but have no effect on its trustworthiness. 
A) Many companies believe the use of a company president or CEO is an ineffective way of expressing the company's commitment to quality and customer service. 
B) Only Fortune 500 companies use corporate leaders as spokespersons. 
C) If a firm's image is too closely tied to its leader, it will face problems if and when the leader leaves the company. 
D) Corporate spokespersons are ineffective for consumer products. 
E) Corporate spokespersons improve the message source image but have no effect on its trustworthiness.

Question 13

Which of the following is true of refutational appeals?

Accepted Answer

A) They are not as effective as one-sided messages. 
B) They do not feature negative connotations of the products advertised. 
C) They tend to "inoculate" the target audience against a competitor's counterclaims. 
D) They are used typically when the target audience is less educated. 
E) They are a special type of one-sided message. 
A) They are not as effective as one-sided messages. 
B) They do not feature negative connotations of the products advertised. 
C) They tend to "inoculate" the target audience against a competitor's counterclaims. 
D) They are used typically when the target audience is less educated. 
E) They are a special type of one-sided message.

Question 14

An advertisement that places the strongest points at the end of a message assumes a _____, whereby the last arguments presented are the most persuasive.

Accepted Answer

A) recency effect 
B) primacy effect 
C) sleeper effect 
D) credibility effect 
E) compliance hierarchy 
A) recency effect 
B) primacy effect 
C) sleeper effect 
D) credibility effect 
E) compliance hierarchy

Question 15

Which of the following is the best example of a celebrity endorser enhancing consumers' perceptions of a product's performance capabilities?

Accepted Answer

A) a professional golfer endorsing electronics home appliances 
B) a boxer endorsing an automobile repair service 
C) an actress endorsing a cell phone service 
D) a model endorsing a brand of cosmetics 
E) a race car driver endorsing lawn mowers 
A) a professional golfer endorsing electronics home appliances 
B) a boxer endorsing an automobile repair service 
C) an actress endorsing a cell phone service 
D) a model endorsing a brand of cosmetics 
E) a race car driver endorsing lawn mowers

Question 16

Slice-of-life advertising can be used to establish a bond of similarity between the communicator and the receiver, and to increase the source's level of persuasiveness.

Accepted Answer

A) True 
 B)False

Question 17

A(n) _____ doesn't actually deliver a message but draws attention to and enhances the appearance of an ad.

Accepted Answer

A) direct source 
B) indirect source 
C) message shaper 
D) source mirage 
E) source echo 
A) direct source 
B) indirect source 
C) message shaper 
D) source mirage 
E) source echo

Question 18

A direct-mail piece advertising a collection of home maintenance books would have its information

Accepted Answer

A) externally paced. 
B) self-paced. 
C) virtually paced. 
D) controlled by the message recipient. 
E) placed in qualitative media. 
A) externally paced. 
B) self-paced. 
C) virtually paced. 
D) controlled by the message recipient. 
E) placed in qualitative media.

Question 19

Many press releases use the "pyramid style" of writing, whereby most of the important information is presented at the end to build up suspense and excitement for the hook.

Accepted Answer

A) True 
 B)False

Question 20

A study conducted by Roobina Ohanian about consumers' perceptions of celebrity endorsers found that the characteristic which influenced consumers' intentions to purchase a product endorsed by a celebrity is his or her perceived

Accepted Answer

A) expertise. 
B) attractiveness. 
C) trustworthiness. 
D) similarity. 
E) likability. 
A) expertise. 
B) attractiveness. 
C) trustworthiness. 
D) similarity. 
E) likability.

An advertiser whose message is placed in the middle of five consecutive commercials during a program break faces the problem of

A model/celebrity, when used as an indirect source, delivers the main message of an advertisement.

Recently, some cable networks such as TBS and TNT have been using compression technology to speed up the transmission of programs and allow more time for commercials, which is adding to the _____________ problem.

Advertisers who want to advertise during award-winning television shows are looking to transfer the favorable impressions of the shows onto their products.This transference is called a

A(n) _____ is a communication variable that includes order of presentation, conclusion drawing, and refutation.

High- and low-credibility sources are equally effective when they are arguing for a position opposing their own best interest.

Some research suggests the use of a company president or CEO can improve attitudes and increase the likelihood that consumers will inquire about a company's product or service.

Which of the following statements best describes a reason for using comparative advertising?

In the final stage of the meaning transfer model developed by Grant McCracken

Which of the following statements is true about the use of corporate leaders as advertising spokespersons?

Which of the following is true of refutational appeals?

An advertisement that places the strongest points at the end of a message assumes a _____, whereby the last arguments presented are the most persuasive.

Which of the following is the best example of a celebrity endorser enhancing consumers' perceptions of a product's performance capabilities?

Slice-of-life advertising can be used to establish a bond of similarity between the communicator and the receiver, and to increase the source's level of persuasiveness.

A(n) _____ doesn't actually deliver a message but draws attention to and enhances the appearance of an ad.

A direct-mail piece advertising a collection of home maintenance books would have its information

Many press releases use the "pyramid style" of writing, whereby most of the important information is presented at the end to build up suspense and excitement for the hook.

A study conducted by Roobina Ohanian about consumers' perceptions of celebrity endorsers found that the characteristic which influenced consumers' intentions to purchase a product endorsed by a celebrity is his or her perceived

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

An advertiser whose message is placed in the middle of five consecutive commercials during a program break faces the problem of

A model/celebrity, when used as an indirect source, delivers the main message of an advertisement.

Recently, some cable networks such as TBS and TNT have been using compression technology to speed up the transmission of programs and allow more time for commercials, which is adding to the _____________ problem.

Advertisers who want to advertise during award-winning television shows are looking to transfer the favorable impressions of the shows onto their products.This transference is called a

A(n) _____ is a communication variable that includes order of presentation, conclusion drawing, and refutation.

High- and low-credibility sources are equally effective when they are arguing for a position opposing their own best interest.

Some research suggests the use of a company president or CEO can improve attitudes and increase the likelihood that consumers will inquire about a company's product or service.

Which of the following statements best describes a reason for using comparative advertising?

In the final stage of the meaning transfer model developed by Grant McCracken

Which of the following statements is true about the use of corporate leaders as advertising spokespersons?

Which of the following is true of refutational appeals?

An advertisement that places the strongest points at the end of a message assumes a _____, whereby the last arguments presented are the most persuasive.

Which of the following is the best example of a celebrity endorser enhancing consumers' perceptions of a product's performance capabilities?

Slice-of-life advertising can be used to establish a bond of similarity between the communicator and the receiver, and to increase the source's level of persuasiveness.

A(n) _____ doesn't actually deliver a message but draws attention to and enhances the appearance of an ad.

A direct-mail piece advertising a collection of home maintenance books would have its information

Many press releases use the "pyramid style" of writing, whereby most of the important information is presented at the end to build up suspense and excitement for the hook.

A study conducted by Roobina Ohanian about consumers' perceptions of celebrity endorsers found that the characteristic which influenced consumers' intentions to purchase a product endorsed by a celebrity is his or her perceived

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