Question 1

According to the meaning transfer model of the celebrity endorsement process, celebrities draw their meanings from

Accepted Answer

A) their association with the companies whose products they endorse. 
B) their popularity among consumers and their perceived level of attractiveness. 
C) the image the media portrays about them through various channels such as television, magazines, and the Internet. 
D) the roles they assume in their careers and the objects, persons, and contexts these roles bring them in contact with. 
E) their family and cultural background that influence their decisions about the types of products they want to endorse. 
A) their association with the companies whose products they endorse. 
B) their popularity among consumers and their perceived level of attractiveness. 
C) the image the media portrays about them through various channels such as television, magazines, and the Internet. 
D) the roles they assume in their careers and the objects, persons, and contexts these roles bring them in contact with. 
E) their family and cultural background that influence their decisions about the types of products they want to endorse.

Question 2

_____ is the process where a receiver adopts the opinion of a credible communicator since he or she believes information from this source is accurate.

Accepted Answer

A) Identification 
B) Compliance 
C) Internalization 
D) Conformity 
E) Yielding 
A) Identification 
B) Compliance 
C) Internalization 
D) Conformity 
E) Yielding

Question 3

Wearout may occur if consumers no longer pay attention to a commercial after several exposures.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following is true of a Q-score?

Accepted Answer

A) It explains the popularity of a prime-time television show. 
B) It describes the size of television viewing audiences that prefer to buy a product based solely on the celebrity who endorsed it. 
C) It answers the question, "How appealing is a celebrity endorser among people who do know him or her?" 
D) It answers the question, "What percentage of people see celebrities as trendsetters?" 
E) It identifies the emotional impact that advertisements have on the target audience. 
A) It explains the popularity of a prime-time television show. 
B) It describes the size of television viewing audiences that prefer to buy a product based solely on the celebrity who endorsed it. 
C) It answers the question, "How appealing is a celebrity endorser among people who do know him or her?" 
D) It answers the question, "What percentage of people see celebrities as trendsetters?" 
E) It identifies the emotional impact that advertisements have on the target audience.

Question 5

When advertisers attempt to answer the question, "Who will be effective in getting consumers' attention?" they are addressing the ______________________ component of the persuasion matrix.

Accepted Answer

A) channel/yielding 
B) source/attention 
C) receiver/comprehension 
D) channel/presentation 
E) message/yielding 
A) channel/yielding 
B) source/attention 
C) receiver/comprehension 
D) channel/presentation 
E) message/yielding

Question 6

Which of the following situations would be most conducive to the use of a comparative advertising message?

Accepted Answer

A) when a company is a market leader with high market share 
B) when a company is a market leader and is concerned about a new, smaller company entering the market 
C) when a market leader wants to promote its brand to customers of smaller companies in the same industry 
D) when a company with a new brand wants to position that brand against established brands 
E) when a company wants its audience to know the different companies that it is competing with 
A) when a company is a market leader with high market share 
B) when a company is a market leader and is concerned about a new, smaller company entering the market 
C) when a market leader wants to promote its brand to customers of smaller companies in the same industry 
D) when a company with a new brand wants to position that brand against established brands 
E) when a company wants its audience to know the different companies that it is competing with

Question 7

Which of the following statements is true of the use of humor in ad campaigns and commercials?

Accepted Answer

A) Humorous commercials are always perceived as entertaining. 
B) Humorous commercials distract a receiver from counterarguing against an advertiser's message. 
C) Research evidence proves humor does not wear out as fast as other types of advertising appeals. 
D) Humor is not used in print ads but is only presented through radio and TV commercials. 
E) High-involvement products are better suited for advertising humor than low-involvement products. 
A) Humorous commercials are always perceived as entertaining. 
B) Humorous commercials distract a receiver from counterarguing against an advertiser's message. 
C) Research evidence proves humor does not wear out as fast as other types of advertising appeals. 
D) Humor is not used in print ads but is only presented through radio and TV commercials. 
E) High-involvement products are better suited for advertising humor than low-involvement products.

Question 8

One way a supermarket can make its ads seem more trustworthy is by

Accepted Answer

A) showing customers talking about the supermarket on hidden cameras. 
B) increasing its advertising clutter in its print ads. 
C) using cartoon characters in humorous shopping experiences. 
D) using loud music or an unsettling color combination. 
E) advertising repetitively in short intervals. 
A) showing customers talking about the supermarket on hidden cameras. 
B) increasing its advertising clutter in its print ads. 
C) using cartoon characters in humorous shopping experiences. 
D) using loud music or an unsettling color combination. 
E) advertising repetitively in short intervals.

Question 9

An ad headline for Fantasia ice cream in a local newspaper reads, "How can you relive your childhood this summer?" The only other information in the ad is a list of locations of Fantasia ice cream parlors in the city.This ad is

Accepted Answer

A) an example of a rational appeal. 
B) designed to let the target audience draw their own conclusions. 
C) an example of an appeal based on refutation. 
D) designed to express a two-sided message. 
E) effective irrespective of the context of the advertising medium. 
A) an example of a rational appeal. 
B) designed to let the target audience draw their own conclusions. 
C) an example of an appeal based on refutation. 
D) designed to express a two-sided message. 
E) effective irrespective of the context of the advertising medium.

Question 10

_____ is the process by which a source perceived by a receiver as having high power can influence the receiver's behavior.

Accepted Answer

A) Internalization 
B) Identification 
C) Compliance 
D) Retention 
E) Scrutiny 
A) Internalization 
B) Identification 
C) Compliance 
D) Retention 
E) Scrutiny

Question 11

Which of the following types of message structure should a marketer use if immediate behavior is not an objective and if repeated exposure will give the target audience an opportunity to draw its own conclusions?

Accepted Answer

A) an open-ended message 
B) a close-ended message 
C) a primacy message 
D) a refutational appeal 
E) a fear appeal 
A) an open-ended message 
B) a close-ended message 
C) a primacy message 
D) a refutational appeal 
E) a fear appeal

Question 12

If the target audience is opposed to a communicator's position, presenting strong points first can

Accepted Answer

A) increase the extent of disapproval. 
B) increase criticism of the message. 
C) reduce the level of counterargument. 
D) reduce the level of interest in the message. 
E) encourage recipients to draw their own conclusions. 
A) increase the extent of disapproval. 
B) increase criticism of the message. 
C) reduce the level of counterargument. 
D) reduce the level of interest in the message. 
E) encourage recipients to draw their own conclusions.

Question 13

Information from the Internet is self-paced, whereas information from the broadcast media of radio and television is externally paced.

Accepted Answer

A) True 
 B)False

Question 14

Creating an image or culture around the CEO protects the corporate brand image from being affected by controversy.

Accepted Answer

A) True 
 B)False

Question 15

The "vampire effect" happens when consumers focus their attention on the celebrity and fail to notice or recall the brand or advertising message.

Accepted Answer

A) True 
 B)False

Question 16

An ad campaign to convince people to stop driving under the influence of alcohol features images of auto accidents caused by drunk drivers, as well as experiences related by people who have been in such accidents.This ad is using a(n) _____ appeal.

Accepted Answer

A) comparative 
B) irrational 
C) leveling 
D) fear 
E) nonverbal 
A) comparative 
B) irrational 
C) leveling 
D) fear 
E) nonverbal

Question 17

When Cassie presented her sales pitch to a skeptical audience that was not interested in what she was selling, she opened with strong arguments to arouse interest in her message. This is an application of the

Accepted Answer

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

Question 18

_____ is defined as an affection for a source as a result of the source's physical appearance, behavior, or other physical characteristics.

Accepted Answer

A) Expertise 
B) Power 
C) Compliance 
D) Familiarity 
E) Likability 
A) Expertise 
B) Power 
C) Compliance 
D) Familiarity 
E) Likability

Question 19

Typically, advertisers design ads in which the visual portion is incongruent with or contradicts the verbal information in order to

Accepted Answer

A) gain the attention of consumers. 
B) enable consumers to draw their own conclusions. 
C) reinforce the primacy effect. 
D) get consumers to engage in more simplistic processing. 
E) distract consumers from the negative aspects of the product. 
A) gain the attention of consumers. 
B) enable consumers to draw their own conclusions. 
C) reinforce the primacy effect. 
D) get consumers to engage in more simplistic processing. 
E) distract consumers from the negative aspects of the product.

Question 20

A marketer of super computers will recruit individuals with backgrounds in computer science and engineering to work as salespeople in order to ensure its sales force has high levels of

Accepted Answer

A) expertise. 
B) trustworthiness. 
C) attractiveness. 
D) attention. 
E) yielding. 
A) expertise. 
B) trustworthiness. 
C) attractiveness. 
D) attention. 
E) yielding.

Exam 6: Source, Message, and Channel Factors

According to the meaning transfer model of the celebrity endorsement process, celebrities draw their meanings from

_____ is the process where a receiver adopts the opinion of a credible communicator since he or she believes information from this source is accurate.

Wearout may occur if consumers no longer pay attention to a commercial after several exposures.

Which of the following is true of a Q-score?

When advertisers attempt to answer the question, "Who will be effective in getting consumers' attention?" they are addressing the ______________________ component of the persuasion matrix.

Which of the following situations would be most conducive to the use of a comparative advertising message?

Which of the following statements is true of the use of humor in ad campaigns and commercials?

One way a supermarket can make its ads seem more trustworthy is by

An ad headline for Fantasia ice cream in a local newspaper reads, "How can you relive your childhood this summer?" The only other information in the ad is a list of locations of Fantasia ice cream parlors in the city.This ad is

_____ is the process by which a source perceived by a receiver as having high power can influence the receiver's behavior.

Which of the following types of message structure should a marketer use if immediate behavior is not an objective and if repeated exposure will give the target audience an opportunity to draw its own conclusions?

If the target audience is opposed to a communicator's position, presenting strong points first can

Information from the Internet is self-paced, whereas information from the broadcast media of radio and television is externally paced.

Creating an image or culture around the CEO protects the corporate brand image from being affected by controversy.

The "vampire effect" happens when consumers focus their attention on the celebrity and fail to notice or recall the brand or advertising message.

An ad campaign to convince people to stop driving under the influence of alcohol features images of auto accidents caused by drunk drivers, as well as experiences related by people who have been in such accidents.This ad is using a(n) _____ appeal.

When Cassie presented her sales pitch to a skeptical audience that was not interested in what she was selling, she opened with strong arguments to arouse interest in her message. This is an application of the

_____ is defined as an affection for a source as a result of the source's physical appearance, behavior, or other physical characteristics.

Typically, advertisers design ads in which the visual portion is incongruent with or contradicts the verbal information in order to

A marketer of super computers will recruit individuals with backgrounds in computer science and engineering to work as salespeople in order to ensure its sales force has high levels of

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

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