Question 1

According to the meaning transfer model developed by Grant McCracken, which of the following statements is true of celebrity endorsers?

Accepted Answer

A) Credibility and attractiveness can effectively explain how and why celebrity endorsements work. 
B) Celebrity endorsers bring their meanings and images to an ad and transfer them to the product they are endorsing. 
C) The image that celebrities project to consumers is more important than their ability to attract attention. 
D) Once the first two stages of the model have been implemented, the final stage is simple and easy to achieve. 
E) Celebrities' overexposure to advertisements help marketers achieve the desired recognition. 
A) Credibility and attractiveness can effectively explain how and why celebrity endorsements work. 
B) Celebrity endorsers bring their meanings and images to an ad and transfer them to the product they are endorsing. 
C) The image that celebrities project to consumers is more important than their ability to attract attention. 
D) Once the first two stages of the model have been implemented, the final stage is simple and easy to achieve. 
E) Celebrities' overexposure to advertisements help marketers achieve the desired recognition. B

Question 2

Presenting the strongest arguments at the beginning of an advertising message assumes that a _____ is operating.

Accepted Answer

A) primacy effect 
B) recency effect 
C) sleeper effect 
D) credibility effect 
E) compliance hierarchy 
A) primacy effect 
B) recency effect 
C) sleeper effect 
D) credibility effect 
E) compliance hierarchy A

Question 3

The heading of an ad in a women's magazine reads, "Charlotte BB cream has been approved by dermatologists. It is good for sensitive skin and has no side effects." The rest of the ad copy explains the benefits of the BB cream and features user testimonials. By placing its most important message in the heading, the ad's source is hoping its message benefits from the:

Accepted Answer

A) primacy effect. 
B) recency effect. 
C) sleeper effect. 
D) credibility effect. 
E) compliance hierarchy. 
A) primacy effect. 
B) recency effect. 
C) sleeper effect. 
D) credibility effect. 
E) compliance hierarchy. A

Question 4

Krypton Inc., a toothbrush manufacturer, prints a magazine ad with a picture of a smiling, toothless monster with a caption that reads, "Smooth care for your teeth and gums." Krypton's advertisers believe that using a picture that contradicts the verbal message will grab more attention, thus:

Accepted Answer

A) getting consumers to engage in more elaborative processing. 
B) stimulating immediate purchasing behaviors in consumers. 
C) reinforcing the primacy effect. 
D) reinforcing the recency effect. 
E) creating a strong refutational appeal. 
A) getting consumers to engage in more elaborative processing. 
B) stimulating immediate purchasing behaviors in consumers. 
C) reinforcing the primacy effect. 
D) reinforcing the recency effect. 
E) creating a strong refutational appeal.

Question 5

Mettle Inc., an automaker, hires a popular boxer, Darrell Hilton, as the spokesperson for its "Save the Globe" campaign, an initiative for preserving the environment. If viewers of the commercial perceive Darrell as being able to mete out punishment when citizens don't comply to environmental policies, then Darrell, as a message source, is said to have:

Accepted Answer

A) perceived control. 
B) control persuasion. 
C) perceived integration. 
D) expertise. 
E) perceived concern. 
A) perceived control. 
B) control persuasion. 
C) perceived integration. 
D) expertise. 
E) perceived concern.

Question 6

A magazine ad features a picture of a woman walking along a beach on a bright, sunny day with the headline, "Arianne sun screen lotion provides better UV protection than Gisele sun screen." This ad is an example of:

Accepted Answer

A) confrontational advertising. 
B) two-sided advertising. 
C) comparative advertising. 
D) a verbal appeal. 
E) refutational advertising. 
A) confrontational advertising. 
B) two-sided advertising. 
C) comparative advertising. 
D) a verbal appeal. 
E) refutational advertising.

Question 7

While designing a commercial for Bliss Burgers, the marketing department proposed using a two-sided message structure. However, the company management was apprehensive and insisted on using a one-sided advertising message. Which of the following statements best describes the reason for the management's apprehension?

Accepted Answer

A) The management was concerned about the impact of a two-sided message on source credibility. 
B) The management was concerned over presenting only the negative attributes of Bliss Burgers. 
C) The management was concerned over the negative effects of acknowledging a weakness in its brand. 
D) Two-sided messages were proven ineffective by a number of different advertising research studies. 
E) Two-sided messages cause consumers to expect more than any product could offer. 
A) The management was concerned about the impact of a two-sided message on source credibility. 
B) The management was concerned over presenting only the negative attributes of Bliss Burgers. 
C) The management was concerned over the negative effects of acknowledging a weakness in its brand. 
D) Two-sided messages were proven ineffective by a number of different advertising research studies. 
E) Two-sided messages cause consumers to expect more than any product could offer.

Question 8

According to the sleeper effect phenomenon:

Accepted Answer

A) the impact of a persuasive message diminishes over time. 
B) people subconsciously retain advertising messages that they see moments before sleeping and rehearse them in their sleep. 
C) the impact of a persuasive message from a low-credibility source can increase over time, since the message content becomes disassociated from the source. 
D) with the passage of time, the impact of a persuasive message from a low-credibility source can decrease, since people forget the content of the message. 
E) people instinctively disassociate a low-credibility source from message when they are paying less than full attention to the messagE.A low-credibility source may be as effective as a high-credibility source because of the sleeper effect, whereby the persuasiveness of a message increases with the passage of time.With time, the association of the message with the source diminishes and the receiver's attention focuses more on favorable information in the message, resulting in more support. 
A) the impact of a persuasive message diminishes over time. 
B) people subconsciously retain advertising messages that they see moments before sleeping and rehearse them in their sleep. 
C) the impact of a persuasive message from a low-credibility source can increase over time, since the message content becomes disassociated from the source. 
D) with the passage of time, the impact of a persuasive message from a low-credibility source can decrease, since people forget the content of the message. 
E) people instinctively disassociate a low-credibility source from message when they are paying less than full attention to the messagE.A low-credibility source may be as effective as a high-credibility source because of the sleeper effect, whereby the persuasiveness of a message increases with the passage of time.With time, the association of the message with the source diminishes and the receiver's attention focuses more on favorable information in the message, resulting in more support.

Question 9

An ad campaign to convince people to stop smoking features three teenagers bungee jumping off a bridge. When they reach the ground, each grabs a soda can, opens it, and takes a sip. As the third person takes a drink, the can explodes and kills him. The final screen reads, "No other product than tobacco kills every third consumer." This ad is using a(n) _____ appeal.

Accepted Answer

A) comparative 
B) irrational 
C) leveling 
D) fear 
E) nonverbal 
A) comparative 
B) irrational 
C) leveling 
D) fear 
E) nonverbal

Question 10

Creating an image or culture around the CEO protects the corporate brand image from being affected by controversy.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is true of persuasion induced through compliance?

Accepted Answer

A) It is difficult to administer in a personal selling situation. 
B) It is usually superficial. 
C) It is easy to apply in nonpersonal influence situations. 
D) It usually occurs as a result of a celebrity's perceived concern. 
E) It usually results in a receiver rejecting the source's position. 
A) It is difficult to administer in a personal selling situation. 
B) It is usually superficial. 
C) It is easy to apply in nonpersonal influence situations. 
D) It usually occurs as a result of a celebrity's perceived concern. 
E) It usually results in a receiver rejecting the source's position.

Question 12

For which of the following media is the processing of information in advertisements likely to be externally paced?

Accepted Answer

A) Television and radio 
B) Magazines and billboards 
C) Magazines and newspapers 
D) Transit advertising and billboards 
E) Internet and direct mail 
A) Television and radio 
B) Magazines and billboards 
C) Magazines and newspapers 
D) Transit advertising and billboards 
E) Internet and direct mail

Question 13

According to the persuasion matrix, which of the following is a dependable variable of the communications model?

Accepted Answer

A) Source 
B) Message 
C) Comprehension 
D) Channel 
E) Type of message appeal 
A) Source 
B) Message 
C) Comprehension 
D) Channel 
E) Type of message appeal

Question 14

The owner of Elan Style Inc., a global fashion house, features in all of his stores' commercials. He explains how his company differs from other chain stores and gives advice on buying fashion clothing and accessories. Since he is recognized as a professional style expert, his presence in his company's ads can enhance the ads' source:

Accepted Answer

A) credibility. 
B) attractiveness. 
C) power. 
D) differentiability. 
E) likability. 
A) credibility. 
B) attractiveness. 
C) power. 
D) differentiability. 
E) likability.

Question 15

An attractive model facilitates recognition of the ad but does not enhance copy readership or message recall.

Accepted Answer

A) True 
 B)False

Question 16

Information from ads presented in broadcast media is:

Accepted Answer

A) externally paced. 
B) self-paced. 
C) internally paced. 
D) personally paced. 
E) intermittently paced. 
A) externally paced. 
B) self-paced. 
C) internally paced. 
D) personally paced. 
E) intermittently paced.

Question 17

A fatal accident at the production facility of GA Inc., a mobile manufacturer, has killed 58 factory workers. The company is now perceived negatively among customers. In an attempt to revive its reputation, the company has hired Adam Murphy, a popular golfer, as its spokesperson. Murphy is a distinguished personality and is well-known for his philanthropic activities. Murphy, being a credible source, can help GA restore its tainted reputation by:

Accepted Answer

A) acting as a positive source derogation. 
B) inhibiting counterarguments about the company and its products. 
C) eliminating advertising clutter. 
D) attempting to change consumer buying patterns. 
E) stimulating consumers to purchase the company's products. 
A) acting as a positive source derogation. 
B) inhibiting counterarguments about the company and its products. 
C) eliminating advertising clutter. 
D) attempting to change consumer buying patterns. 
E) stimulating consumers to purchase the company's products.

Question 18

A direct mail piece advertising a collection of home maintenance books would have its information:

Accepted Answer

A) externally paced. 
B) self-paced. 
C) virtually paced. 
D) controlled by the message recipient. 
E) placed in qualitative media. 
A) externally paced. 
B) self-paced. 
C) virtually paced. 
D) controlled by the message recipient. 
E) placed in qualitative media.

Question 19

Source attractiveness leads to persuasion through a process of _____, whereby a receiver is motivated to seek some type of relationship with the source and thus adopts similar beliefs, attitudes, preferences, or behavior.

Accepted Answer

A) internalization 
B) identification 
C) compliance 
D) repositioning 
E) comprehension 
A) internalization 
B) identification 
C) compliance 
D) repositioning 
E) comprehension

Question 20

Marketers can try to capitalize on source similarity by hiring:

Accepted Answer

A) beautiful models to appear in television ads. 
B) well-known athletes to endorse sporting goods in commercials. 
C) salespeople who have characteristics that match those of their customers. 
D) individuals with liberal arts backgrounds to work as sales representatives for technical products. 
E) actors to portray themselves as ordinary consumers. 
A) beautiful models to appear in television ads. 
B) well-known athletes to endorse sporting goods in commercials. 
C) salespeople who have characteristics that match those of their customers. 
D) individuals with liberal arts backgrounds to work as sales representatives for technical products. 
E) actors to portray themselves as ordinary consumers.

According to the meaning transfer model developed by Grant McCracken, which of the following statements is true of celebrity endorsers?

Presenting the strongest arguments at the beginning of an advertising message assumes that a _____ is operating.

Krypton Inc., a toothbrush manufacturer, prints a magazine ad with a picture of a smiling, toothless monster with a caption that reads, "Smooth care for your teeth and gums." Krypton's advertisers believe that using a picture that contradicts the verbal message will grab more attention, thus:

A magazine ad features a picture of a woman walking along a beach on a bright, sunny day with the headline, "Arianne sun screen lotion provides better UV protection than Gisele sun screen." This ad is an example of:

According to the sleeper effect phenomenon:

Creating an image or culture around the CEO protects the corporate brand image from being affected by controversy.

Which of the following is true of persuasion induced through compliance?

For which of the following media is the processing of information in advertisements likely to be externally paced?

According to the persuasion matrix, which of the following is a dependable variable of the communications model?

An attractive model facilitates recognition of the ad but does not enhance copy readership or message recall.

Information from ads presented in broadcast media is:

A direct mail piece advertising a collection of home maintenance books would have its information:

Source attractiveness leads to persuasion through a process of _____, whereby a receiver is motivated to seek some type of relationship with the source and thus adopts similar beliefs, attitudes, preferences, or behavior.

Marketers can try to capitalize on source similarity by hiring:

An Introduction to Integrated Marketing Communications

The Role of IMC in the Marketing Process

Organizing for Advertising and Promotion: The Role of AD Agencies and Other Marketing Communication Organizations

Perspectives on Consumer Behavior

The Communication Process

Establishing Objectives and Budgeting for the Promotional Program

Creative Strategy: Planning and Development

Creative Strategy: Implementation and Evaluation

Media Planning and Strategy

Evaluation of Media: Television and Radio

Evaluation of Media: Magazines and Newspapers

Support Media

Direct Marketing

The Internet: Digital and Social Media

Sales Promotion

Public Relations, Publicity, and Corporate Advertising

Measuring the Effectiveness of the Promotional Program

International Advertising and Promotion

Regulation of Advertising and Promotion

Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion

Personal Selling Online

Filters

Exam 6: Source, Message, and Channel Factors

According to the meaning transfer model developed by Grant McCracken, which of the following statements is true of celebrity endorsers?

Presenting the strongest arguments at the beginning of an advertising message assumes that a _____ is operating.

Krypton Inc., a toothbrush manufacturer, prints a magazine ad with a picture of a smiling, toothless monster with a caption that reads, "Smooth care for your teeth and gums." Krypton's advertisers believe that using a picture that contradicts the verbal message will grab more attention, thus:

A magazine ad features a picture of a woman walking along a beach on a bright, sunny day with the headline, "Arianne sun screen lotion provides better UV protection than Gisele sun screen." This ad is an example of:

According to the sleeper effect phenomenon:

Creating an image or culture around the CEO protects the corporate brand image from being affected by controversy.

Which of the following is true of persuasion induced through compliance?

For which of the following media is the processing of information in advertisements likely to be externally paced?

According to the persuasion matrix, which of the following is a dependable variable of the communications model?

An attractive model facilitates recognition of the ad but does not enhance copy readership or message recall.

Information from ads presented in broadcast media is:

A direct mail piece advertising a collection of home maintenance books would have its information:

Source attractiveness leads to persuasion through a process of _____, whereby a receiver is motivated to seek some type of relationship with the source and thus adopts similar beliefs, attitudes, preferences, or behavior.

Marketers can try to capitalize on source similarity by hiring:

An Introduction to Integrated Marketing Communications

The Role of IMC in the Marketing Process

Organizing for Advertising and Promotion: The Role of AD Agencies and Other Marketing Communication Organizations

Perspectives on Consumer Behavior

The Communication Process

Establishing Objectives and Budgeting for the Promotional Program

Creative Strategy: Planning and Development

Creative Strategy: Implementation and Evaluation

Media Planning and Strategy

Evaluation of Media: Television and Radio

Evaluation of Media: Magazines and Newspapers

Support Media

Direct Marketing

The Internet: Digital and Social Media

Sales Promotion

Public Relations, Publicity, and Corporate Advertising

Measuring the Effectiveness of the Promotional Program

International Advertising and Promotion

Regulation of Advertising and Promotion

Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion

Personal Selling Online

Filters