Exam 6: Source, Message, and Channel Factors

A marketer may want to use a message that draws an explicit conclusion for a target audience that is:

During the live television broadcast of a basketball match, an ad for Humberto's Pizza is aired frequently during the commercial breaks. Jason, who is watching the match on television, expresses annoyance every time he sees the pizza commercial. Humberto's Pizza commercial is likely to be facing:

Which of the following statements is true about the use of corporate leaders as advertising spokespersons?

A commercial for a floor cleaner shows a young mother cleaning her kitchen floor after feeding her toddler. The commercial is considered to be effective because it utilizes high source similarity. This is an example of a _____ commercial.

CL Inc., a cellphone company, features Lean Carter, a popular movie actor, in all of its print and broadcast advertising. The reason behind choosing the actor is that she is more likely to attract potential customers. The company faces heavy competition and the marketing team concluded that using a popular spokesperson will help break through the advertising clutter. Which of the following stages of the persuasion matrix is CL Inc. trying to influence?

A magazine titled Utopia: A Holiday Digest would have a strong _____ on an ad for destination resorts.

Which of the following is true of the qualitative media effect?

Which of the following statements is true of celebrity endorsements?

_____ is defined as an attraction for a source based on a resemblance between the source and receiver of a message.

A model/celebrity, when used as an indirect source, delivers the main message of an advertisement.

Which of the following statements best describes a reason for using comparative advertising?

If the target audience is opposed to a communicator's position, presenting strong points first can:

The _____ is a promotional planning tool that can be used by marketers to consider how each controllable element of the communications model interacts with the consumer's response process.

Information from the Internet is self-paced, whereas information from the broadcast media of radio and television is externally paced. Information from ads in print media, such as newspapers, magazines, or direct mail, as well as the Internet is self-paced; readers process the ad at their own rate and can study it as long as they desire. In contrast, information from the broadcast media of radio and television is externally paced; the transmission rate is controlled by the medium.

Which of the following media should be used when an advertiser wants to present a detailed message with a large amount of information?

A spokesperson who delivers an advertising message and endorses a product or service is known as a(n):

An advertisement for Pete's Peanut Butter centers on the perception that peanut butter has a high fat content. It goes on to state that Pete's Peanut Butter is a rich source of protein and fiber and also has a great taste. The ad closes by stating that Pete's Peanut Butter contains less fat than most other peanut butter brands in the market. This is an example of a:

Marketers should draw definite conclusions in their advertising messages when:

Humorous messages are generally considered effective as they enhance _____.

_____ is the process where a receiver adopts the opinion of a credible communicator since he or she believes information from this source is accurate.