Question 1

Wearout may occur if consumers no longer pay attention to a commercial after several exposures.

Accepted Answer

A) True 
 B)False

Question 2

High levels of fear in an advertisement can produce inhibiting effects; the receiver may emotionally block the message by tuning it out.

Accepted Answer

A) True 
 B)False

Question 3

For which of the following product ads would a marketer find a physically attractive model to be most effective?

Accepted Answer

A) Cattle feed 
B) Bricks 
C) Fertilizer 
D) Cookies 
E) Lipstick 
A) Cattle feed 
B) Bricks 
C) Fertilizer 
D) Cookies 
E) Lipstick

Question 4

According to the persuasion matrix, which of the following is an independent variable in the consumer's response process?

Accepted Answer

A) Attention 
B) Comprehension 
C) Destination 
D) Yielding 
E) Retention 
A) Attention 
B) Comprehension 
C) Destination 
D) Yielding 
E) Retention

Question 5

Typically, advertisers design ads in which the visual portion is incongruent with or contradicts the verbal information in order to:

Accepted Answer

A) gain the attention of consumers. 
B) enable consumers to draw their own conclusions. 
C) reinforce the primacy effect. 
D) get consumers to engage in more simplistic processing. 
E) distract consumers from the negative aspects of the product. 
A) gain the attention of consumers. 
B) enable consumers to draw their own conclusions. 
C) reinforce the primacy effect. 
D) get consumers to engage in more simplistic processing. 
E) distract consumers from the negative aspects of the product.

Question 6

Which of the following factors contribute the most to the problem of clutter in television advertising?

Accepted Answer

A) The use of celebrities in ads 
B) The use of emotional appeals 
C) The trend toward shorter commercials 
D) The increase in zapping or channel hopping 
E) The use of fear appeals 
A) The use of celebrities in ads 
B) The use of emotional appeals 
C) The trend toward shorter commercials 
D) The increase in zapping or channel hopping 
E) The use of fear appeals

Question 7

When immediate impact is not the objective and repeated exposure will give the audience members opportunities to draw their own conclusions, a closed-ended message is ideal.

Accepted Answer

A) True 
 B)False

Question 8

A television commercial for Prime mouthwash shows a young man at a night club approaching a group of women. As he opens his mouth to introduce himself, the women get up from their seats and leave. The ad's caption reads, "Do you suffer from bad breath?" This is an example of:

Accepted Answer

A) a fear appeal. 
B) an irrational appeal. 
C) comparative advertising. 
D) a refutational appeal. 
E) non-cognitive advertising. 
A) a fear appeal. 
B) an irrational appeal. 
C) comparative advertising. 
D) a refutational appeal. 
E) non-cognitive advertising.

Question 9

A television ad for Corona deodorant shows a college freshman being socially rejected for having body odor. He is teased and rejected by members of the college dance club. A fellow student gives him a Corona deodorant. After using the deodorant, the freshman is accepted in the dance club and becomes popular. In this ad, Corona is using a _____ appeal.

Accepted Answer

A) comparative 
B) non-cognitive 
C) humor 
D) fear 
E) refutational 
A) comparative 
B) non-cognitive 
C) humor 
D) fear 
E) refutational

Question 10

According to the meaning transfer model of the celebrity endorsement process, celebrities draw their meanings from:

Accepted Answer

A) their association with the companies whose products they endorse. 
B) their popularity among consumers and their perceived level of attractiveness. 
C) the image the media portrays about them through various channels such as television, magazines, and the Internet. 
D) the roles they assume in their careers and the objects, persons, and contexts these roles bring them in contact with. 
E) their family and cultural background that influence their decisions about the types of products they want to endorsE.According to meaning transfer model, a celebrity's effectiveness as an endorser depends on the culturally acquired meanings he or she brings to the endorsement process.Celebrities draw these powerful meanings from the roles they assume in their television, movie, military, athletic, and other careers.Each new dramatic role brings the celebrity into contact with a range of objects, persons, and contexts. 
A) their association with the companies whose products they endorse. 
B) their popularity among consumers and their perceived level of attractiveness. 
C) the image the media portrays about them through various channels such as television, magazines, and the Internet. 
D) the roles they assume in their careers and the objects, persons, and contexts these roles bring them in contact with. 
E) their family and cultural background that influence their decisions about the types of products they want to endorsE.According to meaning transfer model, a celebrity's effectiveness as an endorser depends on the culturally acquired meanings he or she brings to the endorsement process.Celebrities draw these powerful meanings from the roles they assume in their television, movie, military, athletic, and other careers.Each new dramatic role brings the celebrity into contact with a range of objects, persons, and contexts.

Question 11

Marketers typically select spokespeople whose traits will maximize their message influence. According to Herbert Kelman, the three categories of source attributes that should be considered during the selection process are:

Accepted Answer

A) power, image, and knowledge. 
B) credibility, attractiveness, and power. 
C) knowledge, fee, and differentiability. 
D) consistency, credibility, and continuity. 
E) credibility, reputation, and individuality. 
A) power, image, and knowledge. 
B) credibility, attractiveness, and power. 
C) knowledge, fee, and differentiability. 
D) consistency, credibility, and continuity. 
E) credibility, reputation, and individuality.

Question 12

Which of the following is true of a Q-score?

Accepted Answer

A) It explains the popularity of a prime time television show. 
B) It describes the size of television viewing audiences that prefer to buy a product based solely on the celebrity who endorsed it. 
C) It answers the question, "How appealing is a celebrity endorser among people who do know him or her?" 
D) It answers the question, "What percentage of people see celebrities as trendsetters?" 
E) It identifies the emotional impact that advertisements have on the target audiencE.The well-known Q-score is calculated by taking the percentage of respondents who indicate that a person is "one of my favorites" and then dividing that number by the percentage of respondents who indicate they have heard of that person.This score thus answers the question, How appealing is the person among those who do know him or her? 
A) It explains the popularity of a prime time television show. 
B) It describes the size of television viewing audiences that prefer to buy a product based solely on the celebrity who endorsed it. 
C) It answers the question, "How appealing is a celebrity endorser among people who do know him or her?" 
D) It answers the question, "What percentage of people see celebrities as trendsetters?" 
E) It identifies the emotional impact that advertisements have on the target audiencE.The well-known Q-score is calculated by taking the percentage of respondents who indicate that a person is "one of my favorites" and then dividing that number by the percentage of respondents who indicate they have heard of that person.This score thus answers the question, How appealing is the person among those who do know him or her?

Question 13

The tendency of a television or radio commercial to lose its effectiveness when it is seen and/or heard repeatedly is known as:

Accepted Answer

A) the repetition paradox. 
B) the qualitative effect. 
C) wearout. 
D) commercial reactance. 
E) message decay. 
A) the repetition paradox. 
B) the qualitative effect. 
C) wearout. 
D) commercial reactance. 
E) message decay.

Question 14

Wafers Lounge Inc., a manufacturer of packaged foods, specializes in potato-based snacks, features ads which acknowledge the perception that potatoes are fattening. However, they subsequently present information that counters this belief. This is an example of:

Accepted Answer

A) conclusion drawing. 
B) a fear appeal. 
C) a refutational appeal. 
D) a humorous appeal. 
E) an affective conclusion. 
A) conclusion drawing. 
B) a fear appeal. 
C) a refutational appeal. 
D) a humorous appeal. 
E) an affective conclusion.

Question 15

Mars Inc. aired a radio ad for its pizza with a catchy jingle that garnered huge appreciation. After two weeks, it ran a magazine ad for the pizza but failed in its appeal. Which of the following reasons can be accounted for the reduction in persuasiveness of the magazine ad for Mars's pizza?

Accepted Answer

A) The magazine ad is part of a huge clutter which has negatively affected the attitude of the target audience toward Mars's Pizza. 
B) The processing stimulated by the magazine ad is less controlled and less favorable than the processing stimulated by the radio ad. 
C) In order to view a magazine ad, people have to buy the magazine which features the ad, resulting in reduced appeal. 
D) The magazine ad does not create a primacy effect unlike the radio ad. 
E) The radio ad creates a stimulation based on the recency effect, unlike the magazine ad. 
A) The magazine ad is part of a huge clutter which has negatively affected the attitude of the target audience toward Mars's Pizza. 
B) The processing stimulated by the magazine ad is less controlled and less favorable than the processing stimulated by the radio ad. 
C) In order to view a magazine ad, people have to buy the magazine which features the ad, resulting in reduced appeal. 
D) The magazine ad does not create a primacy effect unlike the radio ad. 
E) The radio ad creates a stimulation based on the recency effect, unlike the magazine ad.

Question 16

Advertisers who want to advertise during award-winning television shows are looking to transfer the favorable impressions of the shows onto their products. This transference is called a:

Accepted Answer

A) self-paced impact. 
B) favorable quantitative media effect. 
C) cluttered effect. 
D) shaping effect. 
E) positive qualitative media effect. 
A) self-paced impact. 
B) favorable quantitative media effect. 
C) cluttered effect. 
D) shaping effect. 
E) positive qualitative media effect.

Question 17

The _____ is an approach to explain the curvilinear nature of fear appeals that suggests that both the cognitive appraisal of information in a fear appeal message and the emotional response mediate persuasion.

Accepted Answer

A) protection motivation model 
B) non-monotonic model 
C) cognitive response model 
D) response-stimuli hierarchy 
E) persuasive delimiter model 
A) protection motivation model 
B) non-monotonic model 
C) cognitive response model 
D) response-stimuli hierarchy 
E) persuasive delimiter model

Question 18

_____ are messages that mention only positive product attributes or benefits.

Accepted Answer

A) One-sided messages 
B) Close-ended messages 
C) Refutational appeals 
D) Conclusive messages 
E) Slice-of-life messages 
A) One-sided messages 
B) Close-ended messages 
C) Refutational appeals 
D) Conclusive messages 
E) Slice-of-life messages

Question 19

In terms of source attractiveness, unlike internalization, identification does not usually integrate information from an attractive source into the receiver's belief system.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is true of refutational appeals?

Accepted Answer

A) They are not as effective as one-sided messages. 
B) They do not feature negative connotations of the products advertised. 
C) They tend to "inoculate" the target audience against a competitor's counterclaims. 
D) They are used typically when the target audience is less educated. 
E) They are a special type of one-side messagE.In a special type of two-sided message known as a refutational appeal, a communicator presents both sides of an issue and then refutes an opposing viewpoint.Since refutational appeals tend to "inoculate" the target audience against a competitor's counterclaims, they are more effective than one-sided messages. 
A) They are not as effective as one-sided messages. 
B) They do not feature negative connotations of the products advertised. 
C) They tend to "inoculate" the target audience against a competitor's counterclaims. 
D) They are used typically when the target audience is less educated. 
E) They are a special type of one-side messagE.In a special type of two-sided message known as a refutational appeal, a communicator presents both sides of an issue and then refutes an opposing viewpoint.Since refutational appeals tend to "inoculate" the target audience against a competitor's counterclaims, they are more effective than one-sided messages.

Exam 6: Source, Message, and Channel Factors

Wearout may occur if consumers no longer pay attention to a commercial after several exposures.

High levels of fear in an advertisement can produce inhibiting effects; the receiver may emotionally block the message by tuning it out.

For which of the following product ads would a marketer find a physically attractive model to be most effective?

According to the persuasion matrix, which of the following is an independent variable in the consumer's response process?

Typically, advertisers design ads in which the visual portion is incongruent with or contradicts the verbal information in order to:

Which of the following factors contribute the most to the problem of clutter in television advertising?

When immediate impact is not the objective and repeated exposure will give the audience members opportunities to draw their own conclusions, a closed-ended message is ideal.

A television commercial for Prime mouthwash shows a young man at a night club approaching a group of women. As he opens his mouth to introduce himself, the women get up from their seats and leave. The ad's caption reads, "Do you suffer from bad breath?" This is an example of:

According to the meaning transfer model of the celebrity endorsement process, celebrities draw their meanings from:

Marketers typically select spokespeople whose traits will maximize their message influence. According to Herbert Kelman, the three categories of source attributes that should be considered during the selection process are:

Which of the following is true of a Q-score?

The tendency of a television or radio commercial to lose its effectiveness when it is seen and/or heard repeatedly is known as:

Wafers Lounge Inc., a manufacturer of packaged foods, specializes in potato-based snacks, features ads which acknowledge the perception that potatoes are fattening. However, they subsequently present information that counters this belief. This is an example of:

Mars Inc. aired a radio ad for its pizza with a catchy jingle that garnered huge appreciation. After two weeks, it ran a magazine ad for the pizza but failed in its appeal. Which of the following reasons can be accounted for the reduction in persuasiveness of the magazine ad for Mars's pizza?

Advertisers who want to advertise during award-winning television shows are looking to transfer the favorable impressions of the shows onto their products. This transference is called a:

The _____ is an approach to explain the curvilinear nature of fear appeals that suggests that both the cognitive appraisal of information in a fear appeal message and the emotional response mediate persuasion.

_____ are messages that mention only positive product attributes or benefits.

In terms of source attractiveness, unlike internalization, identification does not usually integrate information from an attractive source into the receiver's belief system.

Which of the following is true of refutational 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