Exam 6: Source, Message, and Channel Factors

An ad for Kool Kids, a kidswear company, is featured in the August issue of a teen magazine, Teen 360.The ad shows children between the ages of 3 and 12 on a ramp.In terms of the response stages of the persuasion matrix, the ad is ineffective in reaching the intended target audience, the parents, because

_____ is the extent to which a recipient sees a source as having relevant knowledge, skill, or experience and trusts the source to give unbiased, objective information.

Mars Inc.aired a radio ad for its pizza with a catchy jingle that garnered huge appreciation.After two weeks, it ran a magazine ad for the pizza but failed in its appeal.Which of the following reasons can explain the reduction in persuasiveness of the magazine ad for Mars's pizza?

Advertising appeals that imply some type of physical or emotional danger and try to rouse consumers to take steps to remove the threat are known as _____ appeals.

A potential problem of using advertising with a strong fear appeal to discourage drug abuse among teenagers is that

The notion that a low-credibility source may be just as effective as a high-credibility source with the passage of time is known as the

All nonprogram material that appears in a broadcast environment including commercials, public service announcements, and promotional messages for shows contributes to

Krypton Inc., a toothbrush manufacturer, prints a magazine ad with a picture of a smiling, toothless monster with a caption that reads, "Smooth care for your teeth and gums." Krypton's advertisers believe that using a picture that contradicts the verbal message will grab more attention, thus

One of the reasons a high-credibility source may become as ineffective as a low-credibility source is the sleeper effect.

An advertisement for Pete's Peanut Butter centers on the perception that peanut butter has a high fat content.It goes on to state that Pete's Peanut Butter is a rich source of protein and fiber and also has a great taste.The ad closes by stating that Pete's Peanut Butter contains less fat than most other peanut butter brands in the market.This is an example of a

The independent variable in the persuasion matrix that takes into account the passage of information from one person to another is

Presenting the strongest arguments at the beginning of an advertising message assumes that a _____ is operating.

The tendency of a television or radio commercial to lose its effectiveness when it is seen and/or heard repeatedly is known as

When immediate impact is not the objective and repeated exposure will give the audience members opportunities to draw their own conclusions, a closed-ended message is ideal.

The source characteristic of attractiveness encompasses

A magazine advertisement reads, "Is it just forgetfulness or Alzheimer's disease?" and then lists the warning signs of Alzheimer's, stating its strongest point first to gain reader attention on a subject that most people would rather not consider.The rest of the ad describes a new prescription medicine to treat mild and moderate cases of Alzheimer's.The advertisement uses a _____ to arouse interest.

Humorous messages enhance the effectiveness of an advertisement by

Which of the following factors contribute the most to the problem of clutter in television advertising?

Marketers who try to select spokespeople whose traits will maximize their message influence are concerned about their credibility.The two important dimensions associated with credibility are

Independent variables are the steps a receiver goes through in being persuaded.