Question 1

Which of the following statements describes a good reason for using celebrities in ads and having them endorse a company's product or service?

Accepted Answer

A) Celebrities cannot draw attention to advertising messages in a cluttered media environment. 
B) The respect,popularity or admiration a celebrity enjoys may carry over to the product she or he endorses. 
C) Celebrities may be unable to enhance the target audience's perceptions of the products' image or performance. 
D) Consumers may focus attention on the celebrity and not attend to the product and advertising message. 
E) The celebrity may be overexposed and not have the recognizability that is desired. 
A) Celebrities cannot draw attention to advertising messages in a cluttered media environment. 
B) The respect,popularity or admiration a celebrity enjoys may carry over to the product she or he endorses. 
C) Celebrities may be unable to enhance the target audience's perceptions of the products' image or performance. 
D) Consumers may focus attention on the celebrity and not attend to the product and advertising message. 
E) The celebrity may be overexposed and not have the recognizability that is desired.

Question 2

An advertiser may design an ad in which the visual portion is incongruent with or contradicts the verbal information as a strategy to:

Accepted Answer

A) gain consumers' attention 
B) confuse consumers 
C) distract consumers 
D) get consumers to engage in more simplistic processing 
E) distract consumers from the negative aspects of the product 
A) gain consumers' attention 
B) confuse consumers 
C) distract consumers 
D) get consumers to engage in more simplistic processing 
E) distract consumers from the negative aspects of the product

Question 3

Presenting the strongest arguments at the beginning of the commercial message assumes a _____ is operating.

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 4

Source attractiveness leads to persuasion through a process of:

Accepted Answer

A) internalization 
B) identification 
C) compliance 
D) repositioning 
E) comprehension 
A) internalization 
B) identification 
C) compliance 
D) repositioning 
E) comprehension

Question 5

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

Accepted Answer

A) A company is a market leader with high market share. 
B) A company is a market leader and is concerned about a new,small company entering the market. 
C) A company wants to promote its brand to loyal users of a major competitor. 
D) A company with a new brand wants to position that brand against established brands and thus enter the customers' evoked set. 
E) All of the above are conducive to the use of comparative advertising. 
A) A company is a market leader with high market share. 
B) A company is a market leader and is concerned about a new,small company entering the market. 
C) A company wants to promote its brand to loyal users of a major competitor. 
D) A company with a new brand wants to position that brand against established brands and thus enter the customers' evoked set. 
E) All of the above are conducive to the use of comparative advertising.

Question 6

A commercial that begins,"Is it just forgetfulness or Alzheimer's disease?" and then lists the warning signs of Alzheimer's is 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 used to treat mild and moderate cases of Alzheimer's.The advertising is using a _____ to arouse interest.

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 7

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 _____ appeals.

Accepted Answer

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

Question 8

A _____ is the influence the medium on has on a message.

Accepted Answer

A) qualitative media effect 
B) quantitative media effect 
C) media mix effect 
D) promotional mix influence 
E) self-paced effect 
A) qualitative media effect 
B) quantitative media effect 
C) media mix effect 
D) promotional mix influence 
E) self-paced effect

Question 9

Which of the following would be an example of a message source?

Accepted Answer

A) actress Sarah Michelle Geller in Revlon commercials 
B) Writers' Digest magazine 
C) the organization in Orlando to promote tourism 
D) Tiger Woods 
E) all of the above 
A) actress Sarah Michelle Geller in Revlon commercials 
B) Writers' Digest magazine 
C) the organization in Orlando to promote tourism 
D) Tiger Woods 
E) all of the above

Question 10

A radio commercial begins with the following line: "Our competitors think we can't sell furniture for so little money, but we want our customers to know that we work hard to bring you value for your dollar, and our prices are for real." The furniture store is using a(n) _____ appeal.

Accepted Answer

A) one-sided 
B) functional 
C) emotional 
D) refutational 
E) slice-of-life 
A) one-sided 
B) functional 
C) emotional 
D) refutational 
E) slice-of-life

Question 11

The campaign centered around the theme,"Pork,the Other White Meat" is designed to show consumers that pork is not all fat as some people think.These ads trying to convince consumers pork is as lean as chicken use:

Accepted Answer

A) conclusion drawing 
B) a fear appeal 
C) a refutational appeal 
D) a humorous appeal 
E) an affective conclusion 
A) conclusion drawing 
B) a fear appeal 
C) a refutational appeal 
D) a humorous appeal 
E) an affective conclusion

Question 12

Because of the _____ model,marketers may experience negative publicity if their product endorser is accused of immoral behavior.

Accepted Answer

A) celebrity expertise 
B) meaning transfer 
C) celebrity popularity 
D) endorsement shift 
E) consumer-celebrity merging 
A) celebrity expertise 
B) meaning transfer 
C) celebrity popularity 
D) endorsement shift 
E) consumer-celebrity merging

Question 13

One of the criticisms of using celebrities in advertising is consumers may remember the celebrity but not what they were promoting.Which of the following is NOT one of the products/services Tiger Woods is promoting?

Accepted Answer

A) Accenture 
B) Bear Sterns 
C) Gillette 
D) Buick 
E) Nike 
A) Accenture 
B) Bear Sterns 
C) Gillette 
D) Buick 
E) Nike

Question 14

Refutational appeals,where an communicator presents both sides of an issue then refutes the opposing viewpoint,may be effective because refutational appeals:

Accepted Answer

A) present only arguments favoring the advertiser's position 
B) put the strongest arguments at the end of the message 
C) inoculate the target audience against a competitor's counterclaim 
D) increase the level of counterarguing 
E) are easily understood 
A) present only arguments favoring the advertiser's position 
B) put the strongest arguments at the end of the message 
C) inoculate the target audience against a competitor's counterclaim 
D) increase the level of counterarguing 
E) are easily understood

Question 15

Three reasons marketers are paying huge sums to have Tiger Woods as their celebrity spokesperson include:

Accepted Answer

A) persuasiveness,primacy effect and refutational appeal 
B) creativity,source clutter and sleeper effect 
C) likeability,believability and popularity 
D) sincerity,simplicity and superhuman capabilities 
E) assertiveness,aggressiveness and accomplishments 
A) persuasiveness,primacy effect and refutational appeal 
B) creativity,source clutter and sleeper effect 
C) likeability,believability and popularity 
D) sincerity,simplicity and superhuman capabilities 
E) assertiveness,aggressiveness and accomplishments

Question 16

A slice-of-life commercial that shows an average head of household having great difficulty filing his federal income tax is designed to utilize which source characteristic?

Accepted Answer

A) power 
B) compliance 
C) expertise 
D) similarity 
E) attractiveness 
A) power 
B) compliance 
C) expertise 
D) similarity 
E) attractiveness

Question 17

Comparative advertising messages are:

Accepted Answer

A) illegal in the United States 
B) used primarily by industry leaders 
C) used more by brands with a smaller market share 
D) never used by market leaders 
E) primarily nonverbal in nature 
A) illegal in the United States 
B) used primarily by industry leaders 
C) used more by brands with a smaller market share 
D) never used by market leaders 
E) primarily nonverbal in nature

Question 18

"Try new OHM by Olay Body Wash."It's better for your skin than Bath & Body Works,Origins,Aveda,or Clinique." This headline from an Olay Body Wash ad in Ladies Home Journal is an example of:

Accepted Answer

A) confrontational advertising 
B) two-sided advertising 
C) comparative advertising 
D) a recency appeal 
E) refutational advertising 
A) confrontational advertising 
B) two-sided advertising 
C) comparative advertising 
D) a recency appeal 
E) refutational advertising

Question 19

Which of the following statements describes a reason why marketers often use personal channels of communication?

Accepted Answer

A) Information received from personal influence channels is generally more persuasive than information received from the mass media. 
B) Personal channels of communication offer more flexibility than nonpersonal channels. 
C) Personal channels of communication can be easily adapted to fit the needs of the receiver. 
D) Personal channels of communication can respond to objections raised by consumers. 
E) All of the above. 
A) Information received from personal influence channels is generally more persuasive than information received from the mass media. 
B) Personal channels of communication offer more flexibility than nonpersonal channels. 
C) Personal channels of communication can be easily adapted to fit the needs of the receiver. 
D) Personal channels of communication can respond to objections raised by consumers. 
E) All of the above.

Question 20

For which of the following products would a marketer be likely to find the use of a physically attractive model to be most effective?

Accepted Answer

A) cattle feed 
B) bricks 
C) azalea bushes 
D) biscuit mix 
E) lipstick 
A) cattle feed 
B) bricks 
C) azalea bushes 
D) biscuit mix 
E) lipstick

Exam 6: Source,message,and Channel Factors

Which of the following statements describes a good reason for using celebrities in ads and having them endorse a company's product or service?

An advertiser may design an ad in which the visual portion is incongruent with or contradicts the verbal information as a strategy to:

Presenting the strongest arguments at the beginning of the commercial message assumes a _____ is operating.

Source attractiveness leads to persuasion through a process of:

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

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 _____ appeals.

A _____ is the influence the medium on has on a message.

Which of the following would be an example of a message source?

A radio commercial begins with the following line: "Our competitors think we can't sell furniture for so little money, but we want our customers to know that we work hard to bring you value for your dollar, and our prices are for real." The furniture store is using a(n) _____ appeal.

The campaign centered around the theme,"Pork,the Other White Meat" is designed to show consumers that pork is not all fat as some people think.These ads trying to convince consumers pork is as lean as chicken use:

Because of the _____ model,marketers may experience negative publicity if their product endorser is accused of immoral behavior.

One of the criticisms of using celebrities in advertising is consumers may remember the celebrity but not what they were promoting.Which of the following is NOT one of the products/services Tiger Woods is promoting?

Refutational appeals,where an communicator presents both sides of an issue then refutes the opposing viewpoint,may be effective because refutational appeals:

Three reasons marketers are paying huge sums to have Tiger Woods as their celebrity spokesperson include:

A slice-of-life commercial that shows an average head of household having great difficulty filing his federal income tax is designed to utilize which source characteristic?

Comparative advertising messages are:

"Try new OHM by Olay Body Wash."It's better for your skin than Bath & Body Works,Origins,Aveda,or Clinique." This headline from an Olay Body Wash ad in Ladies Home Journal is an example of:

Which of the following statements describes a reason why marketers often use personal channels of communication?

For which of the following products would a marketer be likely to find the use of a physically attractive model to be most effective?

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

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