Question 1

The saturation factor refers to the number of brands the celebrity is endorsing and if he or she is overexposed.

Accepted Answer

A) True 
 B)False

Question 2

Source attractiveness consists of three interrelated components: similarity,friendliness,and liking.

Accepted Answer

A) True 
 B)False

Question 3

Characteristics of the audience,media,message,company,and product all play important roles in determining whether comparative advertising is more effective than noncomparative advertising.

Accepted Answer

A) True 
 B)False

Question 4

Explain why consumers need not fear the effects of subliminal advertising.

Accepted Answer

The word subliminal refers to the presen

Question 5

Research has shown that music appears to be effective in creating customer moods and stimulating buying preferences and choices.

Accepted Answer

A) True 
 B)False

Question 6

Humor _____.

Accepted Answer

A)  enhances the likelihood that the brand is perceived positively, but not the advertisement 
B)  can be used in the same way from one region of a country to another 
C)  offers an advantage over nonhumor at increasing persuasion 
D)  enhances source credibility 
E)  is more successfully used with established rather than new products 
A)  enhances the likelihood that the brand is perceived positively, but not the advertisement 
B)  can be used in the same way from one region of a country to another 
C)  offers an advantage over nonhumor at increasing persuasion 
D)  enhances source credibility 
E)  is more successfully used with established rather than new products

Question 7

Appeals to guilt are ineffective if advertisements containing guilt appeals _____.

Accepted Answer

A)  lack credibility 
B)  are perceived as having manipulative intentions 
C)  are based on emotion 
D)  a and b only 
E)  a, b, and c 
A)  lack credibility 
B)  are perceived as having manipulative intentions 
C)  are based on emotion 
D)  a and b only 
E)  a, b, and c

Question 8

When considering cost when choosing a celebrity endorsers brand managers must calculate  _____ to determine whether a more expensive celebrity would be the best fit.

Accepted Answer

A)  qualitative research 
B)  Q-rating tests 
C)  alternative returns on investment 
D)  a credibility analysis 
E)  a focus group 
A)  qualitative research 
B)  Q-rating tests 
C)  alternative returns on investment 
D)  a credibility analysis 
E)  a focus group

Question 9

What is the fundamental issues advertisers should consider when using fear in advertising?

Accepted Answer

A)  determining the audience's perceived response efficacy 
B)  determining how intense the threat should be 
C)  determining the audience's perceived self-efficacy 
D)  establishing the perceived threat 
E)  establishing social disapproval 
A)  determining the audience's perceived response efficacy 
B)  determining how intense the threat should be 
C)  determining the audience's perceived self-efficacy 
D)  establishing the perceived threat 
E)  establishing social disapproval

Question 10

Which of the following is an endorsement alternative that avoids the risk associated with the trouble factor?

Accepted Answer

A)  use celebrities that are no longer living 
B)  use spokescharacters 
C)  use celebrities who have never broken the law 
D)  a and b only 
E)  a, b, and c 
A)  use celebrities that are no longer living 
B)  use spokescharacters 
C)  use celebrities who have never broken the law 
D)  a and b only 
E)  a, b, and c

Question 11

Which of the following is true regarding the source attribute of credibility?

Accepted Answer

A)  Credibility and attractiveness are basically different labels for the same concept. 
B)  A credible source influences receivers' attitudes through a process of identification. 
C)  There are two important properties of endorser credibility-expertise and attractiveness. 
D)  There are two important properties of endorser credibility-expertise and trustworthiness. 
E)  There are three important subcomponents of credibility-attractiveness, respect, and similarity. 
A)  Credibility and attractiveness are basically different labels for the same concept. 
B)  A credible source influences receivers' attitudes through a process of identification. 
C)  There are two important properties of endorser credibility-expertise and attractiveness. 
D)  There are two important properties of endorser credibility-expertise and trustworthiness. 
E)  There are three important subcomponents of credibility-attractiveness, respect, and similarity.

Question 12

Whether sexual content elicits a positive or negative reaction depends on the _____.

Accepted Answer

A)  appropriateness or relevance of the sexual content 
B)  explicitness of the sexual content 
C)  number of people portrayed in the sexual content 
D)  the seductiveness of the sexual content 
E)  extent of nudity in the sexual content 
A)  appropriateness or relevance of the sexual content 
B)  explicitness of the sexual content 
C)  number of people portrayed in the sexual content 
D)  the seductiveness of the sexual content 
E)  extent of nudity in the sexual content

Question 13

_____ refers to the presentation of stimuli at a rate or level that is below the conscious threshold of awareness.

Accepted Answer

A)  Subconscious 
B)  Embedded 
C)  Subliminal 
D)  Subsurface 
E)  Accelerated 
A)  Subconscious 
B)  Embedded 
C)  Subliminal 
D)  Subsurface 
E)  Accelerated

Question 14

Which of the following factors is important when selecting celebrity endorsers?

Accepted Answer

A)  the ease/difficulty of working with the celebrity 
B)  the match between the celebrity and the audience 
C)  the cost of the celebrity 
D)  the likelihood of the celebrity getting into trouble 
E)  All of these are correct. 
A)  the ease/difficulty of working with the celebrity 
B)  the match between the celebrity and the audience 
C)  the cost of the celebrity 
D)  the likelihood of the celebrity getting into trouble 
E)  All of these are correct.

Question 15

The theory of psychological reactance helps explain why many types of fear appeals in advertising work.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following is one of Kelman's paths from source attribute to result?

Accepted Answer

A)  credibility, expertise, trustworthiness, internalization 
B)  credibility, similarity, identification, attitude change 
C)  attractiveness, similarity, internalization, identification 
D)  power, compliance, identification, attitude change 
E)  attractiveness, familiarity, identification, attitude change 
A)  credibility, expertise, trustworthiness, internalization 
B)  credibility, similarity, identification, attitude change 
C)  attractiveness, similarity, internalization, identification 
D)  power, compliance, identification, attitude change 
E)  attractiveness, familiarity, identification, attitude change

Question 17

Depending on the targeted audience,the effectiveness of a fear appeal is often related to its level of intensity.

Accepted Answer

A) True 
 B)False

Question 18

The manager of the Fifth String,a music shop,notices that young male customers often loiter in front of sexy posters of female vocalists.What role does sex appeal play in this instance?

Accepted Answer

A)  enhances recall 
B)  attracts and holds attention 
C)  elicits emotional identification 
D)  acts as subliminal cue 
E)  encourages larger purchases 
A)  enhances recall 
B)  attracts and holds attention 
C)  elicits emotional identification 
D)  acts as subliminal cue 
E)  encourages larger purchases

Question 19

The tendency to believe or trust someone is called _____.

Accepted Answer

A)  likability 
B)  expertise 
C)  power 
D)  internalization 
E)  credibility 
A)  likability 
B)  expertise 
C)  power 
D)  internalization 
E)  credibility

Question 20

Athletes are considered to possess attractiveness because they project knowledge and expertise when endorsing a product.

Accepted Answer

A) True 
 B)False

Exam 11: Endorsers and Message Appeals in Advertising

The saturation factor refers to the number of brands the celebrity is endorsing and if he or she is overexposed.

Source attractiveness consists of three interrelated components: similarity,friendliness,and liking.

Characteristics of the audience,media,message,company,and product all play important roles in determining whether comparative advertising is more effective than noncomparative advertising.

Explain why consumers need not fear the effects of subliminal advertising.

Research has shown that music appears to be effective in creating customer moods and stimulating buying preferences and choices.

Humor _____.

Appeals to guilt are ineffective if advertisements containing guilt appeals _____.

When considering cost when choosing a celebrity endorsers brand managers must calculate _____ to determine whether a more expensive celebrity would be the best fit.

What is the fundamental issues advertisers should consider when using fear in advertising?

Which of the following is an endorsement alternative that avoids the risk associated with the trouble factor?

Which of the following is true regarding the source attribute of credibility?

Whether sexual content elicits a positive or negative reaction depends on the _____.

_____ refers to the presentation of stimuli at a rate or level that is below the conscious threshold of awareness.

Which of the following factors is important when selecting celebrity endorsers?

The theory of psychological reactance helps explain why many types of fear appeals in advertising work.

Which of the following is one of Kelman's paths from source attribute to result?

Depending on the targeted audience,the effectiveness of a fear appeal is often related to its level of intensity.

The manager of the Fifth String,a music shop,notices that young male customers often loiter in front of sexy posters of female vocalists.What role does sex appeal play in this instance?

The tendency to believe or trust someone is called _____.

Athletes are considered to possess attractiveness because they project knowledge and expertise when endorsing a product.

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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