Exam 6: Source,message,and Channel Factors

Which of the following is the best example of a celebrity endorser enhancing consumers' perceptions of the performance capabilities of a product?

Information from ads presented in the broadcast media is:

The Potato Board ran ads recognizing the perception held by many people that potatoes are fattening but then presenting information countering this belief.This is an example of:

An ad for Tums antacid shows a patron at a diner asking for Tums to alleviate his heartburn.The waitress points to a bowl that is filled with a jumble of Maalox,Rolaids,Tums and other antacids.The waitress says that all antacids are the same,and the patron then explains her to that Tums is the only antacid that has calcium.Tums is using:

If citizens of Georgia filled out the census form because they were persuaded he had the power to negatively impact their quality of life,Barnes would have influence through:

Which of the following statements about source credibility is true?

Factors that marketers consider in choosing celebrity endorsers include:

Which of the following statements describes one of the findings of research on the use of decorative or physically attractive models?

The _____ is a planning tool that can be used by marketers to consider how controllable elements of the communications process interact with the consumers' response process.

Studies have shown that customers are more likely to be influenced by a salesperson who is:

A mobile phone company uses Catherine Zeta-Jones in all of its print and broadcast advertising.The extremely attractive and talented English-born actress is used because she is more likely to attract the attention of potential consumers of mobile phones.In terms of the response stages of the persuasion matrix,the mobile phone company is trying to influence:

Which of the following statements does NOT describe an implication of McCracken's meaning transfer model for companies selecting a celebrity endorser?

Philips Lighting is concerned over whether its humorous advertising campaign will be effective in increasing its level of brand awareness among consumers.In terms of the persuasion matrix the independent and dependent variables of interest here are:

Which of the following factors probably contributes the most to the "clutter" problem in television advertising?

The commercial to convince people to stop smoking uses three teens bungee jumping off a bridge.When they reach the ground,each grabs a can,opens it,and takes a drink.As the third person takes a drink,the can explodes and kills him.The final screen reads,"No other product but tobacco kills every third consumer." By placing the strongest point in the ad at the end,the ad's source is hoping its message benefits from the:

Using the meaning transfer model of the celebrity endorsement process,celebrities draw their meanings from:

The attractive editorial and advertising environment created by a publication such as Architectural Digest has a(n) _____ on advertising messages contained within its slick pages.

The ad in the parenting magazine stated that Lysol Basin Tub & Tile Cleaner cleans soap scum better than either Scrubbing Bubbles marketed by SC Johnson & Son,Inc.or Tilex marketed by the Clorox Company.Therefore,this ad is an example of:

A commercial for a floor-cleaner shows a young mother having to clean her kitchen floor after feeding her toddler.This _____ commercial is effective in part because it utilizes high source similarity.

The process by which a source high in power can influence behavior is known as: