Exam 6: Source, Message, and Channel Factors

Marketers should draw definite conclusions in their advertising messages when

Source credibility leads to identification.

_____ is defined as an attraction for a source based on a resemblance between the source and receiver of a message.

Consumers who are particularly knowledgeable about a product or service or have strongly established attitudes are more influenced by a celebrity than those with little knowledge or neutral attitudes.

The _____ score indicates the percentage of people who have heard of an endorser or a performer.

In 2009, the Federal Trade Commission passed a set of guidelines requiring online endorsers and bloggers to disclose any material connection they might have to a company.

The beginning of an ad in a women's magazine reads, "Charlotte BB cream has been approved by dermatologists.It is good for sensitive skin and has no side effects." The rest of the ad copy explains the benefits of the BB cream and features user testimonials.By placing its most important message in the heading, the ad's source is hoping its message benefits from the

An ad for Trice antacid shows a patron at a restaurant asking for Trice to alleviate heartburn.The waiter points to a bowl that is filled with a mix of Oxyline, Polar, Trice, and other antacids.The waiter says that all antacids are the same and the patron then explains to him that Trice is the only antacid that has vitamin E.In this scenario, Trice is using

For which of the following media is the processing of information in advertisements likely to be externally paced?

A television commercial for Prime mouthwash shows a young man at a night club approaching a group of women.As he opens his mouth to introduce himself, the women get up from their seats and leave.The ad's caption reads, "Do you suffer from bad breath?" This is an example of

The _____ is an approach to explain the curvilinear nature of fear appeals that suggests that both the cognitive appraisal of information in a fear appeal message and the emotional response mediate persuasion.

Wafers Lounge Inc., a manufacturer of packaged foods, specializes in potato-based snacks and features ads which acknowledge the perception that potatoes are fattening.However, they subsequently present information that counters this belief.This is an example of

According to the meaning transfer model developed by Grant McCracken, which of the following statements is true of celebrity endorsers?

When a source is able to administer rewards and punishments to a receiver, the influence occurs through a process known as

A(n) _____ is a special type of two-sided message in which a communicator presents both sides of an issue and then disproves an opposing viewpoint.

According to the persuasion matrix, which of the following is an independent variable in the consumer's response process?

A public awareness advertisement that aims to convince people to give up smoking features three teens bungee jumping off a bridge.When they reach the ground, each grabs a soda can, opens it, and takes a sip.As the third person takes a sip, the can explodes and kills him.The final screen reads, "No other product but tobacco kills every third consumer." By placing the strongest point in the ad at the end, the ad's source is hoping its message benefits from the

When a target audience already holds a favorable opinion of a topic, a(n) _____ is most effective.

Which of the following source characteristics is utilized by a slice-of-life commercial that shows an average head of household facing difficulty in filing his federal income tax?

Source attractiveness leads to persuasion through a process of _____, whereby a receiver is motivated to seek some type of relationship with the source and thus adopts similar beliefs, attitudes, preferences, or behavior.