Question 1

A performer's Q score is a function of _____.

Accepted Answer

A)  likability and attractiveness 
B)  expertise and trustworthiness 
C)  familiarity and popularity 
D)  physical attractiveness and popularity 
E)  familiarity and respect 
A)  likability and attractiveness 
B)  expertise and trustworthiness 
C)  familiarity and popularity 
D)  physical attractiveness and popularity 
E)  familiarity and respect C

Question 2

According to the Protection Motivation Theory,the audience's perception as to whether or not they have the ability to take the action is called ______.

Accepted Answer

A)  perceived threat 
B)  social disapproval 
C)  severity 
D)  perceived self-efficacy 
E)  perceived response efficacy 
A)  perceived threat 
B)  social disapproval 
C)  severity 
D)  perceived self-efficacy 
E)  perceived response efficacy D

Question 3

_____ involves presenting people with single words or images at a speed that is below the conscious threshold.

Accepted Answer

A)  Focused attention 
B)  Imagery 
C)  Peripheral cues 
D)  Subliminal priming 
E)  Novelty 
A)  Focused attention 
B)  Imagery 
C)  Peripheral cues 
D)  Subliminal priming 
E)  Novelty D

Question 4

Humorous ads are more effective than nonhumorous ads only when consumers' evaluations of the advertised brand are already positive.

Accepted Answer

A) True 
 B)False

Question 5

According to the theory of psychological reactance,_____.

Accepted Answer

A)  people react against any efforts to reduce their freedom or choices 
B)  consumer behavior is seen as emotional 
C)  consumer behavior is seen as highly cognitive 
D)  people satisfy primary needs before acquired needs 
E)  the personal relevance that a communication has for a receiver is a critical determinant of the extent and form of persuasion 
A)  people react against any efforts to reduce their freedom or choices 
B)  consumer behavior is seen as emotional 
C)  consumer behavior is seen as highly cognitive 
D)  people satisfy primary needs before acquired needs 
E)  the personal relevance that a communication has for a receiver is a critical determinant of the extent and form of persuasion

Question 6

A performer's _____ is that person's popularity percentage divided by the familiarity percentage.

Accepted Answer

A)  Q score 
B)  popularity index 
C)  credibility rating 
D)  attractiveness rating 
E)  celebrity score 
A)  Q score 
B)  popularity index 
C)  credibility rating 
D)  attractiveness rating 
E)  celebrity score

Question 7

Humor offers an advantage over nonhumor at increasing persuasion.

Accepted Answer

A) True 
 B)False

Question 8

Assume that John,a highly credible music critic,gives a rave review of a new album by the Corrs and that consumers form a positive attitude toward the album.In this instance,attitude is formed through the psychological process of _____.

Accepted Answer

A)  compliance 
B)  conditional 
C)  identification 
D)  subconscious 
E)  internalization 
A)  compliance 
B)  conditional 
C)  identification 
D)  subconscious 
E)  internalization

Question 9

The practice in which advertisers directly or indirectly compare their products against competitive offerings,typically claiming that the promoted item is superior in one or several important purchase considerations,is called _____.

Accepted Answer

A)  competitive advertising 
B)  head-to-head advertising 
C)  comparative advertising 
D)  frontal-attack advertising 
E)  attack advertising 
A)  competitive advertising 
B)  head-to-head advertising 
C)  comparative advertising 
D)  frontal-attack advertising 
E)  attack advertising

Question 10

Airbrushing a word on a picture in a magazine advertisement is an example of using embedding.

Accepted Answer

A) True 
 B)False

Question 11

Comparative advertising is particularly effective for promoting brands that _____.

Accepted Answer

A)  are new to the market 
B)  have technological advances included in their features 
C)  are in the decline stage of the product life cycle 
D)  have been introduced to the market with sales promotion 
E)  possess distinct advantages relative to competitive brands 
A)  are new to the market 
B)  have technological advances included in their features 
C)  are in the decline stage of the product life cycle 
D)  have been introduced to the market with sales promotion 
E)  possess distinct advantages relative to competitive brands

Question 12

What is funny in one region of a country will generally be funny in another region.

Accepted Answer

A) True 
 B)False

Question 13

The effectiveness of sexual content depends on _____.

Accepted Answer

A)  the appropriateness of it to the advertised subject matter 
B)  the extent to which the product is liked or disliked 
C)  its use with fear and guilt 
D)  the credibility of the celebrity endorser 
E)  All of these are correct. 
A)  the appropriateness of it to the advertised subject matter 
B)  the extent to which the product is liked or disliked 
C)  its use with fear and guilt 
D)  the credibility of the celebrity endorser 
E)  All of these are correct.

Question 14

Trustworthiness refers to the perceived honesty,integrity,and believability of a source.

Accepted Answer

A) True 
 B)False

Question 15

Humor can detract from or enhance the message content of an advertisement.

Accepted Answer

A) True 
 B)False

Question 16

The three dimensions of the general concept of source attractiveness are _____.

Accepted Answer

A)  intelligence, familiarity, and liking 
B)  physical attractiveness, familiarity, and intelligence 
C)  similarity, familiarity, and liking 
D)  physical attractiveness, respect, and similarity 
E)  sense of humor, similarity, and liking 
A)  intelligence, familiarity, and liking 
B)  physical attractiveness, familiarity, and intelligence 
C)  similarity, familiarity, and liking 
D)  physical attractiveness, respect, and similarity 
E)  sense of humor, similarity, and liking

Question 17

Kelman's three receiver processing modes are similarity,familiarity,and liking.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following is FALSE regarding the use of humor in advertising?

Accepted Answer

A)  Humor is an effective method for attracting attention to advertisements. 
B)  Humor enhances liking of both the advertisement and the advertised brand. 
C)  Humor enhances source credibility. 
D)  Humor does not offer an advantage over nonhumor at increasing persuasion. 
E)  The nature of the product affects the appropriateness of using humor. 
A)  Humor is an effective method for attracting attention to advertisements. 
B)  Humor enhances liking of both the advertisement and the advertised brand. 
C)  Humor enhances source credibility. 
D)  Humor does not offer an advantage over nonhumor at increasing persuasion. 
E)  The nature of the product affects the appropriateness of using humor.

Question 19

There is abundant evidence that subliminal advertising is a very effective technique for increasing sales volume.

Accepted Answer

A) True 
 B)False

Question 20

Humorous advertisements generally involve the use of incongruity resolution.

Accepted Answer

A) True 
 B)False

Exam 11: Endorsers and Message Appeals in Advertising

A performer's Q score is a function of _____.

According to the Protection Motivation Theory,the audience's perception as to whether or not they have the ability to take the action is called ______.

_____ involves presenting people with single words or images at a speed that is below the conscious threshold.

Humorous ads are more effective than nonhumorous ads only when consumers' evaluations of the advertised brand are already positive.

According to the theory of psychological reactance,_____.

A performer's _____ is that person's popularity percentage divided by the familiarity percentage.

Humor offers an advantage over nonhumor at increasing persuasion.

Assume that John,a highly credible music critic,gives a rave review of a new album by the Corrs and that consumers form a positive attitude toward the album.In this instance,attitude is formed through the psychological process of _____.

The practice in which advertisers directly or indirectly compare their products against competitive offerings,typically claiming that the promoted item is superior in one or several important purchase considerations,is called _____.

Airbrushing a word on a picture in a magazine advertisement is an example of using embedding.

Comparative advertising is particularly effective for promoting brands that _____.

What is funny in one region of a country will generally be funny in another region.

The effectiveness of sexual content depends on _____.

Trustworthiness refers to the perceived honesty,integrity,and believability of a source.

Humor can detract from or enhance the message content of an advertisement.

The three dimensions of the general concept of source attractiveness are _____.

Kelman's three receiver processing modes are similarity,familiarity,and liking.

Which of the following is FALSE regarding the use of humor in advertising?

There is abundant evidence that subliminal advertising is a very effective technique for increasing sales volume.

Humorous advertisements generally involve the use of incongruity resolution.

An Overview of Integrated Marketing Communications

Enhancing Brand Equity and Accountability

Brand Adoption, Brand Naming and Intellectual Property Issues

Environmental, Regulatory and Ethical Issues

Segmentation, Targeting, and Positioning

The Communications Process and Consumer Behavior

The Role of Persuasion in IMC

Imc Objective Setting and Budgeting

An Overview of Advertising Management

Effective and Creative Ad Messages

Traditional Ad Media

Digital Media: Online, Mobile and App Advertising

Social Media

Direct Marketing, CRM, and Other Media

Media Planning and Analysis

Measuring Ad Message Effectiveness

Sales Promotion Overview and the Role of Trade Promotion

Consumer Sales Promotion: Sampling and Couponing

Consumer Sales Promotion: Premiums and Other Promotions

Public Relations, Content Marketing, Viral Marketing, and Sponsorships

Packaging, Pop Communications, and Signage

Personal Selling

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