Exam 11: Endorsers and Message Appeals in Advertising

As an aspect of celebrity and brand matchup,if a brand has a competitive edge image in showing that it overcomes all obstaces,the celebrity endorser should personify this competitive strength.

Laurie was influenced to purchase a set of children's books and tapes from an infomercial that used Angela Lansbury,an actress that played a murder mystery writer in a television series called Murder She Wrote,as the endorser.Actually,Ms.Lansbury presented the entire sales pitch and discussed the merits of the product.Laurie perceived Ms.Lansbury to be honest and believable.Which attribute of endorser credibility does this represent? 

According to Kelman's source attributes and receiver processing modes,the primary source dimension is attitude change.

Music has been shown to be effective _____.

When the receiver accepts the endorser's position on an issue as his or her own,_____ has occurred.

When consumers perceive a celebrity endorser to be attractive,they are likely to _____.

An advertiser is hesitant to hire a certain celebrity endorser because that celebrity has a reputation for getting in trouble with the law.In this situation,the advertiser is considering ______.

A celebrity endorser will not be perceived as attractive unless he or she simultaneously possesses the attributes of physical attractiveness,respect,and similarity.

Humor enhances source credibility.

An example of embedding would be _____.

The lower the relevance of an issue,the lower the threat intensity that is needed to activate a response.

The use of sexual content in advertisements to evoke emotional responses such as arousal has been shown to detract from the ad's persuasive impact.

The knowledge,expertise,or skills possessed by an endorser is referred to as _____.

Which of the following is true regarding the value the investment community places on celebrity endorsers? 

Stimuli that cannot be perceived by the conscious senses (i.e.,subliminal)cannot have any effect.

An advertising manager chose not to hire a celebrity endorser because the celebrity was unwilling to flex her schedule.In this case,the advertiser was focusing on  ______.

Under what conditions should comparative advertising be used?

Ad advertisement for Imodium A-D anti-diarrheal medicine compares having to take two pills to several spoonfuls of the "pink stuff." Which type of comparative advertisement is this? 

The stock prices of companies have not been shown to be related to the use of celebrity endorsers.

People who are highly involved in a topic can be motivated by a relatively small amount of fear.