Exam 6: Source, Message, and Channel Factors

Sometimes advertisers design ads in which the visual portion is incongruent with or contradicts the verbal information presented because they think the use of an unexpected visual image will grab consumers' attention and get them to engage in more effortful or elaborative processing.

Which of the following statements is true of celebrity endorsements?

Mars Inc., an automaker, hires a popular celebrity, Emma Hunt, as the spokesperson for its "Keep the World Green" campaign, an initiative for preserving trees.The viewers of the commercial perceive Emma as being sincerely interested in citizen initiatives to preserve trees.Emma as a message source is said to have

A magazine ad for Spotless Fabric Care detergent states that it cleans stains better than either Fauna detergent or Neon Laundry detergent.Therefore, this ad is an example of

In terms of source attractiveness, unlike internalization, identification does not usually integrate information from an attractive source into the receiver's belief system.

A marketer may want to use a message that draws an explicit conclusion for a target audience that is

Which of the following source characteristics is likely to suffer when a celebrity endorses too many products and is seen too often by consumers?

Which of the following media should be used when an advertiser wants to present a detailed message with a large amount of information?

CL Inc., a cellphone company, features Leah Carter, a popular movie actor, in all of its print and broadcast advertising.The reason behind choosing the actor is that she is more likely to attract potential customers.The company faces heavy competition and the marketing team concluded that using a popular spokesperson will help break through the advertising clutter.Which of the following stages of the persuasion matrix is CL Inc.trying to influence?

Presenting the strongest arguments at the beginning of a message assumes a recency effect, whereby information presented first is the most effective.

_____ is an aspect of the media environment and is defined as the amount of advertising in a medium.

A magazine ad features a picture of a woman walking along a beach on a bright, sunny day with the copy, "Arianne sun screen lotion provides better UV protection than Gisele sun screen." This ad is an example of

Which of the following is true of persuasion induced through compliance?

An advertisement for Flora Gardening Supplies begins with a discussion of how beautiful and enjoyable gardens can be.It ends with the directive to visit the company website and guarantees that the online experience will convince consumers to buy the company's products.By placing the strongest point at the end of the ad, Flora is hoping to benefit from the

The use of comparative advertising is not limited to new brands or those with a small market share.

_____ is the practice of either directly or indirectly naming competitors in an ad and measuring the similarity or dissimilarity of one or more specific attributes.

Cirrus Shoes received negative publicity when the company's brand ambassador was convicted of sexual assault.The company was forced to rescind their association with entertainer Adrian Richardson due to the negative impact on its image.This scenario is an example of

Which of the following statements is true of a channel used in the communication process?

For which of the following product ads would a marketer find a physically attractive model to be most effective?

Expertise and trustworthiness are very important when focusing on source _____, one of the categories of source attributes developed by Herbert Kelman.