Exam 6: Source,message,and Channel Factors

A pharmaceutical company wants to promote a new over-the-counter allergy inhaler.The company has hired as its spokesperson an actor who has played a physician for several years on a popular soap opera.The first line of the commercial is,"Hi.I play a doctor on television." For people who are unfamiliar with this actor,the message source lacks _____,one of the source attribute categories.

as a company spokesperson?

Humorous messages may be effective because they enhance _____ and may reduce _____.

A potential problem of using advertising with a strong fear appeal message to try to discourage drug abuse by teenagers is that:

A marketer of supercomputers would recruit individuals with backgrounds in computer science and engineering to work as salespeople in order to ensure its sales force has high levels of:

Advertisers who want to advertise on Emmy-winning television shows are looking to have the positive impressions of the show transfer to their products.This transference is called a:

The _____ is another approach to explain the curvilinear nature of fear appeals.The model suggests both the cognitive appraisal of information in a fear appeal message and the emotional response mediate persuasion.

Marketers can try to capitalize on source similarity by hiring:

Which of the following statements presents a reason for using comparative advertising?

A marketer may not want to put weak arguments at the beginning of an advertising message because this action may:

Barnes as the message source is using which source attribute to persuade Georgians to fill out their census form?

McCracken developed a model relating to the use of celebrity endorsers.Which of the following statements represents a major implication of that model?

The notion that a low credibility source may be just as effective as a high credibility source with the passing of time is known as the: