Exam 6: Source,message,and Channel Factors

Factors contributing to the problem of commercial clutter during prime time viewing hours include:

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

What type of message structure should a marketer use if immediate behavior is not an objective of the advertiser and repeated exposure will give the target audience opportunity to draw their own conclusions?

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

Companies are willing to pay premium rates to advertise on special events such as the Olympic Games or Christmas specials because these televised events:

The commercial for Burpee gardening supplies begins with a discussion of how beautiful and enjoyable gardens can be. It ends with the directive to visit the company at Burpee.com and let Burpee's experience get you off to a good start. By placing the strongest point at the end of the ad, Burpee is hoping to benefit from the:

Most advertisers refuse to use two-sided messages because they:

The headline for the Dodge Caravan ad reads,"What idiot coined the phrase 'stay-at-home-mom'?" The only other information in the ad is directions on where to call to find the nearest Dodge dealer.This ad is:

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

A dental hygienist in an ad for toothpaste is quoted as saying, "If patients could see what I see, they'd all use Colgate Total." Since everyone who goes to a dentist regularly is worried about plaque, gingivitis, and cavities, and her statement implies other brands do a poorer job than Colgate Total at preventing dental problems, Colgate is using a(n) _____ appeal.

Which of the following statements describes a reason why American celebrities such as Brad Pitt,Meg Ryan,and Harrison Ford are used to promote products in Japan:

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

A direct mail piece advertising a collection of home maintenance books would have its information:

Which of the following statements about the use of corporate leaders as advertising spokespersons is true?

The Dial soap ad campaign that used the slogan,"Aren't you glad you use Dial? Don't you wish everybody did?" is a good example of:

A commercial that places the strongest points at the end of the message assumes a _____,whereby the last arguments presented are the most persuasive.

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

The effectiveness of an advertisement for Purina Kitten Chow is influenced by:

Which of the following statements about the use of ad campaigns based on humorous commercials is true?

The manufacturer of Smuckers jams and jellies used the following slogan for years: "With a name like Smuckers, it has to be good." The ad implies the brand name is poorly chosen and is a negative attribute that is overcome by the high quality of the product. This is an example of a(n):