Exam 6: Source,message,and Channel Factors

The tendency of a commercial to lose its effectiveness when it is seen repeatedly by viewers is known as:

Marketers should draw explicit conclusions in their advertising messages when:

The use of celebrities in commercials is generally based on the source characteristics of _____ and represents an attempt to induce persuasion through the ______ process.

NYNEX owned a substantial portion of the yellow pages advertising business in the New York/New England region,which it needed to protect following the breakup of AT&T.To protect itself from competitors,NYNEX ran a series of ads.One was a picture of a blue rabbit and headlined,"Hair Tinting." Another showed Barbie and Ken dressed in doctor costumes and headlined "Plastic Surgeons." At the bottom of each ad was the tag line,"If it's out there,it's in NYNEX yellow pages." This approach to yellow pages listings was successful because it had a _____ appeal.

The protection motivation model suggests that ads using fear appeals should provide the target audience with information about:

Sachin Tendulkar,India's top cricketer,was paid $4.14 million over three years to promote motorbikes made by TVS,an Indian manufacturer.TVS hoped to use _____ to build brand credibility for its motorbikes.

A magazine entitled Natural Health: The Guide to True Wellness would have a strong _____ on an ad for organic produce.

For which of the following products would the qualitative environment of the media vehicle be most important?

A marketer may NOT want to use a message that draws an explicit conclusion for a target audience if:

Marketing Evaluations Inc.'s Q rating measures:

For which of the following media is the processing of information in advertisements likely to be externally paced?

A magazine ad picturing a young boy using a toilet has the headline,"Don't expect Windex Wipes to do a Clorox Wipes job," and the copy explains that Clorox is a disinfectant and Windex is not.This ad is an example of:

The source characteristic of attractiveness encompasses:

A study by Roobina Ohanian of consumers' perceptions of celebrity endorsers found that the characteristic which influenced consumers' intentions to purchase a product endorsed by a celebrity was perceived:

An ad picturing a young boy using a toilet has the headline,"Don't expect Windex Wipes to do a Clorox Wipes job," and the copy explains that Clorox is a disinfectant and Windex is not.In this ad,the:

You would expect an ad for organic food in a magazine entitled Natural Health: The Guide to True Wellness to have a(n):

When FX cable network promotes its television show The Shield,it shows bloody and provocative excerpts from upcoming episodes.Which combination of independent and dependent variables does the advertiser using the persuasion matrix consider for this commercial?

All nonprogram material that appears in a broadcast environment including commercials,public service announcements,and promotions for upcoming programs contribute to the _____ problem:

According to the persuasion matrix,which of the following is NOT a dependent variable or stage in the response process?

When may a high credibility source be less effective than a moderately credible source?