Question 1

Which of the following is true of the qualitative media effect?

Accepted Answer

A) It is the influence a medium has on a message. 
B) It is the general guideline used to determine the quality of a medium. 
C) It indicates that the image a message conveys is transferred to the medium. 
D) It is also known as the shaping effect. 
E) It is the measurement used to indicate the effectiveness of a message. 
A) It is the influence a medium has on a message. 
B) It is the general guideline used to determine the quality of a medium. 
C) It indicates that the image a message conveys is transferred to the medium. 
D) It is also known as the shaping effect. 
E) It is the measurement used to indicate the effectiveness of a message.

Question 2

According to the persuasion matrix, which of the following is a dependable variable of the communications model?

Accepted Answer

A) source 
B) message 
C) comprehension 
D) channel 
E) type of message appeal 
A) source 
B) message 
C) comprehension 
D) channel 
E) type of message appeal

Question 3

During the live television broadcast of a basketball match, an ad for Humberto's Pizza is aired frequently during the commercial breaks.Jason, who is watching the match on television, expresses annoyance every time he sees the pizza commercial.Humberto's Pizza's commercial is likely to be facing

Accepted Answer

A) a qualitative degradation. 
B) a fear appeal. 
C) a wearout. 
D) a commercial reactance. 
E) a refutation. 
A) a qualitative degradation. 
B) a fear appeal. 
C) a wearout. 
D) a commercial reactance. 
E) a refutation.

Question 4

Promotional planners need to know how decisions about each independent variable influence the stages of the response hierarchy so that they don't enhance one stage at the expense of another.

Accepted Answer

A) True 
 B)False

Question 5

While designing a commercial for Bliss Burgers, the marketing department proposed using a two-sided message structure.However, the company management was apprehensive and insisted on using a one-sided advertising message.Which of the following statements best describes the reason for the management's apprehension?

Accepted Answer

A) The management was concerned about the impact of a two-sided message on source credibility. 
B) The management was concerned over presenting only the negative attributes of Bliss Burgers. 
C) The management was concerned over the negative effects of acknowledging a weakness in its brand. 
D) Two-sided messages were proven ineffective by a number of different advertising research studies. 
E) Two-sided messages cause consumers to expect more than any product could offer. 
A) The management was concerned about the impact of a two-sided message on source credibility. 
B) The management was concerned over presenting only the negative attributes of Bliss Burgers. 
C) The management was concerned over the negative effects of acknowledging a weakness in its brand. 
D) Two-sided messages were proven ineffective by a number of different advertising research studies. 
E) Two-sided messages cause consumers to expect more than any product could offer.

Question 6

Which of the following is a difference between identification and internalization?

Accepted Answer

A) Unlike identification, internalization of a message does not occur when the source is a celebrity. 
B) Unlike internalization, identification is synonymous with receiver comprehension. 
C) Unlike identification, internalization is often considered to be a negative source characteristic. 
D) Unlike internalization, identification does not usually integrate information from an attractive source into the receiver's belief system. 
E) Unlike identification, internalization does not lead to counterarguments and source derogations by the receiver. 
A) Unlike identification, internalization of a message does not occur when the source is a celebrity. 
B) Unlike internalization, identification is synonymous with receiver comprehension. 
C) Unlike identification, internalization is often considered to be a negative source characteristic. 
D) Unlike internalization, identification does not usually integrate information from an attractive source into the receiver's belief system. 
E) Unlike identification, internalization does not lead to counterarguments and source derogations by the receiver.

Question 7

Critics of humorous commercials argue that funny ads

Accepted Answer

A) distract consumers from a brand and its attributes. 
B) have no shock value. 
C) often put people in a gloomy mood. 
D) do not draw consumers' attention to the ads. 
E) compel consumers to engage in counterarguments. 
A) distract consumers from a brand and its attributes. 
B) have no shock value. 
C) often put people in a gloomy mood. 
D) do not draw consumers' attention to the ads. 
E) compel consumers to engage in counterarguments.

Question 8

_____ are messages that mention only positive product attributes or benefits.

Accepted Answer

A) One-sided messages 
B) Close-ended messages 
C) Refutational appeals 
D) Conclusive messages 
E) Slice-of-life messages 
A) One-sided messages 
B) Close-ended messages 
C) Refutational appeals 
D) Conclusive messages 
E) Slice-of-life messages

Question 9

Advertisers can protect themselves against overexposure

Accepted Answer

A) by hiring more than one celebrity for endorsing a particular brand. 
B) with an exclusivity clause limiting the number of products a celebrity can endorse. 
C) by attempting to match the characteristics of the target market with the personality of a celebrity. 
D) by creating celebrity advertisements that generate counterarguments. 
E) by hiring common consumers instead of celebrities to feature in their commercials. 
A) by hiring more than one celebrity for endorsing a particular brand. 
B) with an exclusivity clause limiting the number of products a celebrity can endorse. 
C) by attempting to match the characteristics of the target market with the personality of a celebrity. 
D) by creating celebrity advertisements that generate counterarguments. 
E) by hiring common consumers instead of celebrities to feature in their commercials.

Question 10

When SeaWorld Entertainment ran an integrated campaign to defend itself against criticism by the animal activist group PETA, it was using __________________ messages.

Accepted Answer

A) sleeper 
B) indirect 
C) confrontational 
D) refutational 
E) slice-of-life 
A) sleeper 
B) indirect 
C) confrontational 
D) refutational 
E) slice-of-life

Question 11

Marketers typically select spokespeople whose traits will maximize their message influence.According to Herbert Kelman, the three categories of source attributes that should be considered during the selection process are

Accepted Answer

A) power, image, and knowledge. 
B) credibility, attractiveness, and power. 
C) knowledge, fee, and differentiability. 
D) consistency, credibility, and continuity. 
E) credibility, reputation, and individuality. 
A) power, image, and knowledge. 
B) credibility, attractiveness, and power. 
C) knowledge, fee, and differentiability. 
D) consistency, credibility, and continuity. 
E) credibility, reputation, and individuality.

Question 12

"Pamper yourself with Silk Sheen body lotion.It's better for your skin than Inflame, Genesis, or Dusk body lotions." This headline from a Silk Sheen ad in Belle Ménage magazine is an example of

Accepted Answer

A) confrontational advertising. 
B) two-sided advertising. 
C) comparative advertising. 
D) a recency appeal. 
E) refutational advertising. 
A) confrontational advertising. 
B) two-sided advertising. 
C) comparative advertising. 
D) a recency appeal. 
E) refutational advertising.

Question 13

Advertisers who are concerned about the negative effects of acknowledging a weakness in their brand are likely to choose two-sided messages.

Accepted Answer

A) True 
 B)False

Question 14

Consumer skepticism of endorsements is reduced when a celebrity endorses many products.

Accepted Answer

A) True 
 B)False

Question 15

A spokesperson who delivers an advertising message and endorses a product or service is known as a(n)

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 16

Which of the following statements is true of source power?

Accepted Answer

A) Power as a source characteristic is very easy to apply in a nonpersonal influence situation such as advertising. 
B) The use of source power is not effective in situations involving personal communication and influence. 
C) The source must be perceived as being able to administer only positive sanctions to the receiver. 
D) A source has power when he or she can actually administer rewards and punishments to a receiver. 
E) The receiver's estimate of the source's ability to observe conformity is not important. 
A) Power as a source characteristic is very easy to apply in a nonpersonal influence situation such as advertising. 
B) The use of source power is not effective in situations involving personal communication and influence. 
C) The source must be perceived as being able to administer only positive sanctions to the receiver. 
D) A source has power when he or she can actually administer rewards and punishments to a receiver. 
E) The receiver's estimate of the source's ability to observe conformity is not important.

Question 17

High levels of fear in an advertisement can produce inhibiting effects; the receiver may emotionally block the message by tuning it out.

Accepted Answer

A) True 
 B)False

Question 18

In its ads, Xenon, an antibacterial mouthwash, claims to effectively kill germs but admits to possessing a bittersweet taste.This is an example of a

Accepted Answer

A) one-sided message. 
B) two-sided message. 
C) confrontational appeal. 
D) conclusive message. 
E) slice-of-life commercial. 
A) one-sided message. 
B) two-sided message. 
C) confrontational appeal. 
D) conclusive message. 
E) slice-of-life commercial.

Question 19

A commercial for a floor cleaner shows a young mother cleaning her kitchen floor after feeding her toddler.The commercial is considered to be effective because it utilizes high source similarity.This is an example of a _____ commercial.

Accepted Answer

A) comparative 
B) reputational 
C) slice-of-life 
D) spokesperson-oriented 
E) power-based 
A) comparative 
B) reputational 
C) slice-of-life 
D) spokesperson-oriented 
E) power-based

Question 20

Marketers can try to capitalize on source similarity by hiring

Accepted Answer

A) beautiful models to appear in television ads. 
B) well-known athletes to endorse sporting goods in commercials. 
C) salespeople who have characteristics that match those of their customers. 
D) individuals with liberal arts backgrounds to work as sales representatives for technical products. 
E) actors to portray themselves as ordinary consumers. 
A) beautiful models to appear in television ads. 
B) well-known athletes to endorse sporting goods in commercials. 
C) salespeople who have characteristics that match those of their customers. 
D) individuals with liberal arts backgrounds to work as sales representatives for technical products. 
E) actors to portray themselves as ordinary consumers.

Exam 6: Source, Message, and Channel Factors

Which of the following is true of the qualitative media effect?

According to the persuasion matrix, which of the following is a dependable variable of the communications model?

During the live television broadcast of a basketball match, an ad for Humberto's Pizza is aired frequently during the commercial breaks.Jason, who is watching the match on television, expresses annoyance every time he sees the pizza commercial.Humberto's Pizza's commercial is likely to be facing

Promotional planners need to know how decisions about each independent variable influence the stages of the response hierarchy so that they don't enhance one stage at the expense of another.

Which of the following is a difference between identification and internalization?

Critics of humorous commercials argue that funny ads

_____ are messages that mention only positive product attributes or benefits.

Advertisers can protect themselves against overexposure

When SeaWorld Entertainment ran an integrated campaign to defend itself against criticism by the animal activist group PETA, it was using __________________ messages.

Marketers typically select spokespeople whose traits will maximize their message influence.According to Herbert Kelman, the three categories of source attributes that should be considered during the selection process are

"Pamper yourself with Silk Sheen body lotion.It's better for your skin than Inflame, Genesis, or Dusk body lotions." This headline from a Silk Sheen ad in Belle Ménage magazine is an example of

Advertisers who are concerned about the negative effects of acknowledging a weakness in their brand are likely to choose two-sided messages.

Consumer skepticism of endorsements is reduced when a celebrity endorses many products.

A spokesperson who delivers an advertising message and endorses a product or service is known as a(n)

Which of the following statements is true of source power?

High levels of fear in an advertisement can produce inhibiting effects; the receiver may emotionally block the message by tuning it out.

In its ads, Xenon, an antibacterial mouthwash, claims to effectively kill germs but admits to possessing a bittersweet taste.This is an example of a

A commercial for a floor cleaner shows a young mother cleaning her kitchen floor after feeding her toddler.The commercial is considered to be effective because it utilizes high source similarity.This is an example of a _____ commercial.

Marketers can try to capitalize on source similarity by hiring

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