Exam 6: Source,message,and Channel Factors

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:

(Multiple Choice)

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Question 61

Marketers try to select spokespeople whose traits will maximize their message influence.The three categories of source attributes that should be considered during the selection process are:

(Multiple Choice)

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Question 62

If viewers of the commercial perceived Barnes as being able to mete out punishment if the census forms were not filled out,then Barnes as a message source can be said to have:

(Multiple Choice)

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Question 63

An advertiser whose message is placed in the middle of five consecutive commercials during a program break is facing a problem known as:

(Multiple Choice)

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Question 64

The visual portion of an advertisement may reduce its persuasiveness because:

(Multiple Choice)

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Question 65

What combination of independent and dependent variables of the persuasion matrix did The Golf Channel consider when it hired Canadian golfing pro Steve Allen to be its spokesperson in a Canadian advertising campaign and assumed he would be noticed by Canadians who golf and are interested in golf?

(Multiple Choice)

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Question 66

Which source characteristic is likely to suffer when a celebrity endorses too many products and is seen too often by consumers?

(Multiple Choice)

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Question 67

When a communicator presents information on both sides of an issue and offers arguments to counter an opposing viewpoint, a(n) _____ message appeal is being used.

(Multiple Choice)

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Question 68

An ad for Snorestop Extinguisher,a nose spray for eliminating snoring has the headline,"Wife shoots husband and rests in peace." This ad uses _____ to attract attention and convey a key selling point.

(Multiple Choice)

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Question 69

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

(Multiple Choice)

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Question 70

When an advertiser wants to present a detailed message with a large amount of information,which medium should be used?

(Multiple Choice)

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Question 71

According to the sleeper effect phenomenon,:

(Multiple Choice)

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Question 72

Top ad agency researchers and creative directors generally believe:

(Multiple Choice)

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Question 73

_____ is advertising that either directly or indirectly names competitors and compares the brands on one or more attributes.

(Multiple Choice)

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Question 74

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

(Multiple Choice)

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Question 75

According to the persuasion matrix,which of the following is NOT a controllable communication component?

(Multiple Choice)

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Question 76

The use of corporate leaders as spokespersons for a company improves the message source's:

(Multiple Choice)

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Question 77

Information from a credible source influences beliefs,opinions,attitudes,and/or behaviors through a process known as:

(Multiple Choice)

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Question 78

Many American celebrities endorse products and serve as advertising spokespersons in foreign countries such as Japan because:

(Multiple Choice)

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Question 79

Fear appeal ads promoting _ would stress negative physical consequences or outcomes while appeals for _ would stress the threat of social disapproval or rejection.

(Multiple Choice)

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Question 80

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Exam 6: Source,message,and Channel Factors

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:

Marketers try to select spokespeople whose traits will maximize their message influence.The three categories of source attributes that should be considered during the selection process are:

If viewers of the commercial perceived Barnes as being able to mete out punishment if the census forms were not filled out,then Barnes as a message source can be said to have:

An advertiser whose message is placed in the middle of five consecutive commercials during a program break is facing a problem known as:

The visual portion of an advertisement may reduce its persuasiveness because:

What combination of independent and dependent variables of the persuasion matrix did The Golf Channel consider when it hired Canadian golfing pro Steve Allen to be its spokesperson in a Canadian advertising campaign and assumed he would be noticed by Canadians who golf and are interested in golf?

Which source characteristic is likely to suffer when a celebrity endorses too many products and is seen too often by consumers?

When a communicator presents information on both sides of an issue and offers arguments to counter an opposing viewpoint, a(n) _____ message appeal is being used.

An ad for Snorestop Extinguisher,a nose spray for eliminating snoring has the headline,"Wife shoots husband and rests in peace." This ad uses _____ to attract attention and convey a key selling point.

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

When an advertiser wants to present a detailed message with a large amount of information,which medium should be used?

According to the sleeper effect phenomenon,:

Top ad agency researchers and creative directors generally believe:

_____ is advertising that either directly or indirectly names competitors and compares the brands on one or more attributes.

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

According to the persuasion matrix,which of the following is NOT a controllable communication component?

The use of corporate leaders as spokespersons for a company improves the message source's:

Information from a credible source influences beliefs,opinions,attitudes,and/or behaviors through a process known as:

Many American celebrities endorse products and serve as advertising spokespersons in foreign countries such as Japan because:

Fear appeal ads promoting _____ would stress negative physical consequences or outcomes while appeals for _____ would stress the threat of social disapproval or rejection.

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 Communication Organizations

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 Broadcast Media

Evaluation of Print Media

Support Media

Direct Marketing

The Internet and Interactive Media

Sales Promotion

Public Relations,Publicity,and Corporate Advertising

Personal Selling

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

Filters

Fear appeal ads promoting _ would stress negative physical consequences or outcomes while appeals for _ would stress the threat of social disapproval or rejection.