Question 1

A(n) _____ doesn't actually deliver a message but draws attention to and enhances the appearance of an ad.

Accepted Answer

A) direct source 
B) indirect source 
C) message shaper 
D) source mirage 
E) source echo 
A) direct source 
B) indirect source 
C) message shaper 
D) source mirage 
E) source echo

Question 2

Mars Inc., an automaker, hires a popular celebrity, Emma Hunt, as the spokesperson for its "Keep the World Green" campaign, an initiative for preserving trees. The viewers of the commercial perceive Emma as being sincerely interested in citizen initiatives to preserve trees. Emma as a message source is said to have:

Accepted Answer

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

Question 3

Information received from sources such as newscasters is not influential because these individuals are perceived as biased.

Accepted Answer

A) True 
 B)False

Question 4

_____ is defined as an affection for a source as a result of the source's physical appearance, behavior, or other physical characteristics.

Accepted Answer

A) Expertise 
B) Power 
C) Compliance 
D) Familiarity 
E) Likability 
A) Expertise 
B) Power 
C) Compliance 
D) Familiarity 
E) Likability

Question 5

Which of the following source characteristics is likely to suffer when a celebrity endorses too many products and is seen too often by consumers?

Accepted Answer

A) Expertise 
B) Trustworthiness 
C) Physical attractiveness 
D) Compliance 
E) Internalization 
A) Expertise 
B) Trustworthiness 
C) Physical attractiveness 
D) Compliance 
E) Internalization

Question 6

An ad for Kool Kids, a kidswear company, is featured in the August issue of a teen magazine, Teen 360. The ad shows children between the ages of 3 and 12 on a ramp. In terms of the response stages of the persuasion matrix, the ad is ineffective in reaching the intended target audience, the parents, because:

Accepted Answer

A) its portrayal is offensive. 
B) it contains jargons that are incomprehensible to the target audience. 
C) the media channel used is inappropriate. 
D) of the extensive clutter. 
E) it is not endorsed by a celebrity parent. 
A) its portrayal is offensive. 
B) it contains jargons that are incomprehensible to the target audience. 
C) the media channel used is inappropriate. 
D) of the extensive clutter. 
E) it is not endorsed by a celebrity parent.

Question 7

One way a supermarket can make its ads seem more trustworthy is by:

Accepted Answer

A) showing customers talking about the supermarket on hidden cameras. 
B) increasing its advertising clutter in its print ads. 
C) using cartoon characters in humorous shopping experiences. 
D) using loud music or an unsettling color combination. 
E) advertising repetitively in short intervals. 
A) showing customers talking about the supermarket on hidden cameras. 
B) increasing its advertising clutter in its print ads. 
C) using cartoon characters in humorous shopping experiences. 
D) using loud music or an unsettling color combination. 
E) advertising repetitively in short intervals.

Question 8

Which of the following types of message structure should a marketer use if immediate behavior is not an objective and if repeated exposure will give the target audience an opportunity to draw its own conclusions?

Accepted Answer

A) An open-ended message 
B) A close-ended message 
C) A primacy message 
D) A refutational appeal 
E) A fear appeal 
A) An open-ended message 
B) A close-ended message 
C) A primacy message 
D) A refutational appeal 
E) A fear appeal

Question 9

Presenting the strongest arguments at the beginning of a message assumes a recency effect, whereby information presented first is the most effective.

Accepted Answer

A) True 
 B)False

Question 10

_____ is the practice of either directly or indirectly naming competitors in an ad and measuring the similarity or dissimilarity of one or more specific attributes.

Accepted Answer

A) Slice-of-life advertising 
B) Two-sided advertising 
C) Comparative advertising 
D) Verbal appealing 
E) Refutation advertising 
A) Slice-of-life advertising 
B) Two-sided advertising 
C) Comparative advertising 
D) Verbal appealing 
E) Refutation advertising

Question 11

When a target audience already holds a favorable opinion of a topic, a(n) _____ is most effective.

Accepted Answer

A) one-sided message 
B) two-sided message 
C) nonverbal appeal 
D) open-ended message 
E) fear appeal 
A) one-sided message 
B) two-sided message 
C) nonverbal appeal 
D) open-ended message 
E) fear appeal

Question 12

Independent variables are the steps a receiver goes through in being persuaded.

Accepted Answer

A) True 
 B)False

Question 13

A two-sided message with a refutational appeal is more effective than a one-sided message because it:

Accepted Answer

A) presents only arguments favoring an advertiser's position. 
B) puts the strongest arguments in the middle of an advertising message. 
C) inoculates the target audience against a competitor's counterclaim. 
D) increases the level of counterargument. 
E) is easily understood and accepted by the target audiencE.Since refutational appeals tend to "inoculate" the target audience against a competitor's counterclaims, they are more effective than one-sided messages in making consumers resistant to an opposing message. 
A) presents only arguments favoring an advertiser's position. 
B) puts the strongest arguments in the middle of an advertising message. 
C) inoculates the target audience against a competitor's counterclaim. 
D) increases the level of counterargument. 
E) is easily understood and accepted by the target audiencE.Since refutational appeals tend to "inoculate" the target audience against a competitor's counterclaims, they are more effective than one-sided messages in making consumers resistant to an opposing message.

Question 14

The source characteristic of attractiveness encompasses:

Accepted Answer

A) power, expertise, and aesthetics. 
B) similarity, likability, and familiarity. 
C) comfort, individuality, and beauty. 
D) beauty, familiarity, and differentiability. 
E) expertise, familiarity, and comfort. 
A) power, expertise, and aesthetics. 
B) similarity, likability, and familiarity. 
C) comfort, individuality, and beauty. 
D) beauty, familiarity, and differentiability. 
E) expertise, familiarity, and comfort.

Question 15

An advertiser whose message is placed in the middle of five consecutive commercials during a program break faces the problem of:

Accepted Answer

A) clutter. 
B) media flooding. 
C) media bombardment. 
D) flighting. 
E) information overload. 
A) clutter. 
B) media flooding. 
C) media bombardment. 
D) flighting. 
E) information overload.

Question 16

An ad headline for Fantasia ice cream in a local newspaper reads, "How can you relive your childhood this summer?" The only other information in the ad is a list of locations of Fantasia ice cream parlors in the city. This ad is:

Accepted Answer

A) an example of a rational appeal. 
B) designed to let the target audience draw their own conclusions. 
C) an example of an appeal based on refutation. 
D) designed to express a two-sided message. 
E) effective irrespective of the context of the advertising medium. 
A) an example of a rational appeal. 
B) designed to let the target audience draw their own conclusions. 
C) an example of an appeal based on refutation. 
D) designed to express a two-sided message. 
E) effective irrespective of the context of the advertising medium.

Question 17

A marketer should present the strong points at the beginning of an advertising message when:

Accepted Answer

A) the target audience can connect well with the marketer's position. 
B) the target audience is not interested in the topic. 
C) the target audience is not biased toward certain brands. 
D) the target audience has used the product and has a favorable image of the product. 
E) immediate action is an objectivE.Strong arguments work best at the beginning of a message if the audience is not interested in the topic, so it can develop interest in the message. 
A) the target audience can connect well with the marketer's position. 
B) the target audience is not interested in the topic. 
C) the target audience is not biased toward certain brands. 
D) the target audience has used the product and has a favorable image of the product. 
E) immediate action is an objectivE.Strong arguments work best at the beginning of a message if the audience is not interested in the topic, so it can develop interest in the message.

Question 18

Advertisers can protect themselves against overexposure:

Accepted Answer

A) by hiring more than one celebrity for endorsing a particular brand. 
B) with an exclusivity clause limiting the number of products a celebrity can endorse. 
C) by attempting to match the characteristics of the target market with the personality of a celebrity. 
D) by creating celebrity advertisements that generate counterarguments. 
E) by hiring common consumers instead of celebrities to feature in their commercials. 
A) by hiring more than one celebrity for endorsing a particular brand. 
B) with an exclusivity clause limiting the number of products a celebrity can endorse. 
C) by attempting to match the characteristics of the target market with the personality of a celebrity. 
D) by creating celebrity advertisements that generate counterarguments. 
E) by hiring common consumers instead of celebrities to feature in their commercials.

Question 19

The use of comparative advertising is not limited to new brands or those with a small market share.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is true of humor appeals?

Accepted Answer

A) They usually generate more counterarguments among consumers. 
B) They enhance effectiveness by putting consumers in a positive mood. 
C) The television medium does not lend itself to humor appeals. 
D) The print medium is not feasible for humor appeals. 
E) They cannot be presented through radio. 
A) They usually generate more counterarguments among consumers. 
B) They enhance effectiveness by putting consumers in a positive mood. 
C) The television medium does not lend itself to humor appeals. 
D) The print medium is not feasible for humor appeals. 
E) They cannot be presented through radio.

A(n) _____ doesn't actually deliver a message but draws attention to and enhances the appearance of an ad.

Information received from sources such as newscasters is not influential because these individuals are perceived as biased.

_____ is defined as an affection for a source as a result of the source's physical appearance, behavior, or other physical characteristics.

Which of the following source characteristics is likely to suffer when a celebrity endorses too many products and is seen too often by consumers?

One way a supermarket can make its ads seem more trustworthy is by:

Which of the following types of message structure should a marketer use if immediate behavior is not an objective and if repeated exposure will give the target audience an opportunity to draw its own conclusions?

Presenting the strongest arguments at the beginning of a message assumes a recency effect, whereby information presented first is the most effective.

_____ is the practice of either directly or indirectly naming competitors in an ad and measuring the similarity or dissimilarity of one or more specific attributes.

When a target audience already holds a favorable opinion of a topic, a(n) _____ is most effective.

Independent variables are the steps a receiver goes through in being persuaded.

A two-sided message with a refutational appeal is more effective than a one-sided message because it:

The source characteristic of attractiveness encompasses:

An advertiser whose message is placed in the middle of five consecutive commercials during a program break faces the problem of:

An ad headline for Fantasia ice cream in a local newspaper reads, "How can you relive your childhood this summer?" The only other information in the ad is a list of locations of Fantasia ice cream parlors in the city. This ad is:

A marketer should present the strong points at the beginning of an advertising message when:

Advertisers can protect themselves against overexposure:

The use of comparative advertising is not limited to new brands or those with a small market share.

Which of the following is true of humor appeals?

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

A(n) _____ doesn't actually deliver a message but draws attention to and enhances the appearance of an ad.

Information received from sources such as newscasters is not influential because these individuals are perceived as biased.

_____ is defined as an affection for a source as a result of the source's physical appearance, behavior, or other physical characteristics.

Which of the following source characteristics is likely to suffer when a celebrity endorses too many products and is seen too often by consumers?

One way a supermarket can make its ads seem more trustworthy is by:

Which of the following types of message structure should a marketer use if immediate behavior is not an objective and if repeated exposure will give the target audience an opportunity to draw its own conclusions?

Presenting the strongest arguments at the beginning of a message assumes a recency effect, whereby information presented first is the most effective.

_____ is the practice of either directly or indirectly naming competitors in an ad and measuring the similarity or dissimilarity of one or more specific attributes.

When a target audience already holds a favorable opinion of a topic, a(n) _____ is most effective.

Independent variables are the steps a receiver goes through in being persuaded.

A two-sided message with a refutational appeal is more effective than a one-sided message because it:

The source characteristic of attractiveness encompasses:

An advertiser whose message is placed in the middle of five consecutive commercials during a program break faces the problem of:

An ad headline for Fantasia ice cream in a local newspaper reads, "How can you relive your childhood this summer?" The only other information in the ad is a list of locations of Fantasia ice cream parlors in the city. This ad is:

A marketer should present the strong points at the beginning of an advertising message when:

Advertisers can protect themselves against overexposure:

The use of comparative advertising is not limited to new brands or those with a small market share.

Which of the following is true of humor appeals?

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