Question 1

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

Accepted Answer

A)  Trustworthiness 
B)  Attractiveness 
C)  Credibility 
D)  Values 
E)  Expertise 
A)  Trustworthiness 
B)  Attractiveness 
C)  Credibility 
D)  Values 
E)  Expertise

Question 2

When Josh was seventeen,he killed a family of four in a drunk driving accident.As part of his community service,Josh goes around to high schools telling other teens about the terrible thing he did in an attempt to prevent them from doing the same thing.Based on this information,why do you think Josh is considered an attractive source for this type of message?

Accepted Answer

A)  He is perceived as similar to the audience he is trying to influence. 
B)  He has earned a high level of respect due to his accomplishments. 
C)  He is physically attractive. 
D)  He is an inexpensive endorser for this cause. 
E)  He has a high Q-score. 
A)  He is perceived as similar to the audience he is trying to influence. 
B)  He has earned a high level of respect due to his accomplishments. 
C)  He is physically attractive. 
D)  He is an inexpensive endorser for this cause. 
E)  He has a high Q-score.

Question 3

The source attribute of attractiveness is associated with which receiver processing mode?

Accepted Answer

A)  compliance 
B)  identification 
C)  internalization 
D)  similarity 
E)  attitude change 
A)  compliance 
B)  identification 
C)  internalization 
D)  similarity 
E)  attitude change

Question 4

Products sometimes receive the explicit or tacit support of noncelebrities,also known as typical-person endorsers.

Accepted Answer

A) True 
 B)False

Question 5

Advertisers sometimes use ______ interviews in ads with real spokespeople in order to increase trustworthiness.

Accepted Answer

A)  candid 
B)  scripted 
C)  voluntary 
D)  endorsed 
E)  involuntary 
A)  candid 
B)  scripted 
C)  voluntary 
D)  endorsed 
E)  involuntary

Question 6

Which of the following questions should ad advertiser address when deciding whether or not to use a comparative advertisement?

Accepted Answer

A)  How do comparative and noncomparative advertisements match up in terms of impact on brand awareness, consumer comprehension of ad claims, and credibility? 
B)  Do comparative and noncomparative ads differ with regards to effects on brand preferences, buying intentions, and purchase behavior? 
C)  How do factors such as consumer brand preference and the advertiser's market share influence the effectiveness of comparative advertising? 
D)  Under what specific circumstances should an advertiser use comparative advertising? 
E)  All of these are correct. 
A)  How do comparative and noncomparative advertisements match up in terms of impact on brand awareness, consumer comprehension of ad claims, and credibility? 
B)  Do comparative and noncomparative ads differ with regards to effects on brand preferences, buying intentions, and purchase behavior? 
C)  How do factors such as consumer brand preference and the advertiser's market share influence the effectiveness of comparative advertising? 
D)  Under what specific circumstances should an advertiser use comparative advertising? 
E)  All of these are correct.

Question 7

Advertisers avoid subjective judgments when deciding whether a prospective endorser matches well with the brand image and its intended target market.

Accepted Answer

A) True 
 B)False

Question 8

The target audience's perception of a spokesperson's expertise is more important than whether or not he or she actually is an expert.

Accepted Answer

A) True 
 B)False

Question 9

Internalization occurs when the receiver accepts the endorser's position on an issue as his or her own.

Accepted Answer

A) True 
 B)False

Question 10

For the most part,the willingness of advertisers to make significant monetary investments in celebrity endorsers for their products has been justified.

Accepted Answer

A) True 
 B)False

Question 11

The most effective level of fear _____.

Accepted Answer

A)  is a strong level 
B)  is a weak level 
C)  depends on how much relevance a topic has for an audience 
D)  is a weak level with a humorous message 
E)  is a weak level with a credible spokesperson 
A)  is a strong level 
B)  is a weak level 
C)  depends on how much relevance a topic has for an audience 
D)  is a weak level with a humorous message 
E)  is a weak level with a credible spokesperson

Question 12

A primary factor executives consider when making their celebrity-selection for endorsements decision is _____.

Accepted Answer

A)  how much it will cost to acquire the celebrity's services 
B)  celebrity and audience matchup 
C)  celebrity and brand matchup 
D)  celebrity credibility 
E)  celebrity attractiveness 
A)  how much it will cost to acquire the celebrity's services 
B)  celebrity and audience matchup 
C)  celebrity and brand matchup 
D)  celebrity credibility 
E)  celebrity attractiveness

Question 13

As long as a celebrity is well known,advertising executives are generally not concerned about whether or not the celebrity's behavior,values,or appearance be compatible with the image desired for the advertised brand.

Accepted Answer

A) True 
 B)False

Question 14

Which theory helps explain why scarcity works?

Accepted Answer

A)  habituation 
B)  psychological reactance 
C)  cognitive dissonance 
D)  attribution theory 
E)  theory of reasoned action 
A)  habituation 
B)  psychological reactance 
C)  cognitive dissonance 
D)  attribution theory 
E)  theory of reasoned action

Question 15

When consumers find something in an endorser that they consider attractive,persuasion occurs through an identification process.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following statements is FALSE concerning comparative advertising?

Accepted Answer

A)  Comparative ads work best when receivers are not under high levels of involvement and thus not paying close attention to the ad. 
B)  Indirect comparative ads are better than direct comparative ads at positioning a brand as superior to all brands in the category. 
C)  Direct comparative ad are more effective than indirect comparative ads in positioning a brand as superior to a specific competitive brand. 
D)  Comparative advertisements are evaluated less favorably by people holding a prior preference for the comparison brand. 
E)  Comparative advertising is particularly effective for promoting brands that possess distinct advantages relative to competitive brands. 
A)  Comparative ads work best when receivers are not under high levels of involvement and thus not paying close attention to the ad. 
B)  Indirect comparative ads are better than direct comparative ads at positioning a brand as superior to all brands in the category. 
C)  Direct comparative ad are more effective than indirect comparative ads in positioning a brand as superior to a specific competitive brand. 
D)  Comparative advertisements are evaluated less favorably by people holding a prior preference for the comparison brand. 
E)  Comparative advertising is particularly effective for promoting brands that possess distinct advantages relative to competitive brands.

Question 17

A potential role of sex in advertising is to _____.

Accepted Answer

A)  attract and hold attention 
B)  enhance recall 
C)  evoke emotional responses 
D)  a and b only 
E)  a, b, and c 
A)  attract and hold attention 
B)  enhance recall 
C)  evoke emotional responses 
D)  a and b only 
E)  a, b, and c

Question 18

An endorser who is perceived as an expert on a given subject is more persuasive in changing audience opinions pertaining to his or her area of expertise than an endorser who is not perceived as possessing the same characteristic.

Accepted Answer

A) True 
 B)False

Question 19

A primary factor considered by executives in the selection of a celebrity endorser is celebrity credibility.

Accepted Answer

A) True 
 B)False

Question 20

The Q Score reveals the proportion of a group that is familiar with a person and regards that person as one of their favorites.

Accepted Answer

A) True 
 B)False

Exam 11: Endorsers and Message Appeals in Advertising

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

The source attribute of attractiveness is associated with which receiver processing mode?

Products sometimes receive the explicit or tacit support of noncelebrities,also known as typical-person endorsers.

Advertisers sometimes use ______ interviews in ads with real spokespeople in order to increase trustworthiness.

Which of the following questions should ad advertiser address when deciding whether or not to use a comparative advertisement?

Advertisers avoid subjective judgments when deciding whether a prospective endorser matches well with the brand image and its intended target market.

The target audience's perception of a spokesperson's expertise is more important than whether or not he or she actually is an expert.

Internalization occurs when the receiver accepts the endorser's position on an issue as his or her own.

For the most part,the willingness of advertisers to make significant monetary investments in celebrity endorsers for their products has been justified.

The most effective level of fear _____.

A primary factor executives consider when making their celebrity-selection for endorsements decision is _____.

As long as a celebrity is well known,advertising executives are generally not concerned about whether or not the celebrity's behavior,values,or appearance be compatible with the image desired for the advertised brand.

Which theory helps explain why scarcity works?

When consumers find something in an endorser that they consider attractive,persuasion occurs through an identification process.

Which of the following statements is FALSE concerning comparative advertising?

A potential role of sex in advertising is to _____.

An endorser who is perceived as an expert on a given subject is more persuasive in changing audience opinions pertaining to his or her area of expertise than an endorser who is not perceived as possessing the same characteristic.

A primary factor considered by executives in the selection of a celebrity endorser is celebrity credibility.

The Q Score reveals the proportion of a group that is familiar with a person and regards that person as one of their favorites.

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

Filters