Question 1

The _____ score indicates the percentage of people who have heard of an endorser or a performer.

Accepted Answer

A) familiarity 
B) attractiveness 
C) similarity 
D) one of my favorites 
E) Q rating 
A) familiarity 
B) attractiveness 
C) similarity 
D) one of my favorites 
E) Q rating

Question 2

A(n) _____ is a communication variable that includes order of presentation, conclusion drawing, and refutation.

Accepted Answer

A) channel 
B) source 
C) message structure 
D) receiver 
E) emotional appeal 
A) channel 
B) source 
C) message structure 
D) receiver 
E) emotional appeal

Question 3

_____ is the extent to which a recipient sees a source as having relevant knowledge, skill, or experience and trusts the source to give unbiased, objective information.

Accepted Answer

A) Source attractiveness 
B) Source popularity 
C) Source credibility 
D) Source power 
E) Source identification 
A) Source attractiveness 
B) Source popularity 
C) Source credibility 
D) Source power 
E) Source identification

Question 4

When a source is able to administer rewards and punishments to a receiver, the influence occurs through a process known as:

Accepted Answer

A) compliance. 
B) identification. 
C) internalization. 
D) retention. 
E) perceived concern. 
A) compliance. 
B) identification. 
C) internalization. 
D) retention. 
E) perceived concern.

Question 5

One of the reasons for a high-credibility source to become as ineffective as a low-credibility source is the sleeper effect.

Accepted Answer

A) True 
 B)False

Question 6

A magazine advertisement reads, "Is it just forgetfulness or Alzheimer's disease?" and then lists the warning signs of Alzheimer's, stating its strongest point first to gain reader attention on a subject that most people would rather not consider. The rest of the ad describes a new prescription medicine to treat mild and moderate cases of Alzheimer's. The advertisement uses a _____ to arouse interest.

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

Question 7

_____ is an aspect of the media environment and is defined as the amount of advertising in a medium.

Accepted Answer

A) Qualitative media effect 
B) Wearout 
C) Clutter 
D) Familiarity score 
E) Refutation 
A) Qualitative media effect 
B) Wearout 
C) Clutter 
D) Familiarity score 
E) Refutation

Question 8

Slice-of-life advertising can be used to establish a bond of similarity between the communicator and the receiver, and to increase the source's level of persuasiveness.

Accepted Answer

A) True 
 B)False

Question 9

A study by Andrew Aylesworth and Scott MacKenzie found that commercials placed in programs that induce negative moods are:

Accepted Answer

A) prone to extensive critical scrutiny of the companies' products or services by the audience. 
B) processed less systematically than ads placed in programs that put viewers in positive moods. 
C) useful when the message is intended to work through a central route to persuasion. 
D) useful when viewers are knowledgeable and can analyze an ad in detail. 
E) helpful in exciting the readers and viewers of the message about the product or the servicE.A study by Andrew Aylesworth and Scott MacKenzie found that commercials placed in programs that induce negative moods are processed less systematically than ads placed in programs that put viewers in positive moods. 
A) prone to extensive critical scrutiny of the companies' products or services by the audience. 
B) processed less systematically than ads placed in programs that put viewers in positive moods. 
C) useful when the message is intended to work through a central route to persuasion. 
D) useful when viewers are knowledgeable and can analyze an ad in detail. 
E) helpful in exciting the readers and viewers of the message about the product or the servicE.A study by Andrew Aylesworth and Scott MacKenzie found that commercials placed in programs that induce negative moods are processed less systematically than ads placed in programs that put viewers in positive moods.

Question 10

A potential problem of using advertising with a strong fear appeal to discourage drug abuse among teenagers is that:

Accepted Answer

A) there is no appropriate medium. 
B) it works only in combination with a refutational appeal. 
C) it may have inhibiting effects and be tuned out by teenagers. 
D) a message with high levels of fear creates low self-esteem. 
E) parents may be offended if the message is perceived as too frightening. 
A) there is no appropriate medium. 
B) it works only in combination with a refutational appeal. 
C) it may have inhibiting effects and be tuned out by teenagers. 
D) a message with high levels of fear creates low self-esteem. 
E) parents may be offended if the message is perceived as too frightening.

Question 11

A(n) _____ is a special type of two-sided message in which a communicator presents both sides of an issue and then disproves an opposing viewpoint.

Accepted Answer

A) contradictory appeal 
B) nonverbal message 
C) emotional appeal 
D) refutational appeal 
E) slice-of-life appeal 
A) contradictory appeal 
B) nonverbal message 
C) emotional appeal 
D) refutational appeal 
E) slice-of-life appeal

Question 12

In its ads, Xenon, an antibacterial mouthwash, claims to effectively kill germs but admits to possessing a bittersweet taste. This is an example of a:

Accepted Answer

A) one-sided message. 
B) two-sided message. 
C) confrontational appeal. 
D) conclusive message. 
E) slice-of-life commercial. 
A) one-sided message. 
B) two-sided message. 
C) confrontational appeal. 
D) conclusive message. 
E) slice-of-life commercial.

Question 13

An advertisement for Flora Gardening Supplies begins with a discussion of how beautiful and enjoyable gardens can be. It ends with the directive to visit the company website and guarantees that the online experience will convince consumers to buy the company's products. By placing the strongest point at the end of the ad, Flora is hoping to benefit 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.

Question 14

The notion that a low-credibility source may be just as effective as a high-credibility source with the passage of time is known as the:

Accepted Answer

A) sleeper effect. 
B) time/place consequence. 
C) open source paradox. 
D) decay effect. 
E) mirage effect. 
A) sleeper effect. 
B) time/place consequence. 
C) open source paradox. 
D) decay effect. 
E) mirage effect.

Question 15

Advertising appeals that imply some type of physical or emotional danger and try to rouse consumers to take steps to remove the threat are known as _____ appeals.

Accepted Answer

A) comparative 
B) refutational 
C) humor 
D) fear 
E) conditional 
A) comparative 
B) refutational 
C) humor 
D) fear 
E) conditional

Question 16

An ad for Trice antacid shows a patron at a restaurant asking for Trice to alleviate heartburn. The waiter points to a bowl that is filled with a mix of Oxyline, Polar, Trice, and other antacids. The waiter says that all antacids are the same and the patron then explains to him that Trice is the only antacid that has vitamin E. In this scenario, Trice is using:

Accepted Answer

A)  one-sided advertising. 
B)  two-sided advertising. 
C)  comparative advertising. 
D)  verbal appeals. 
E)  refutation. 
A)  one-sided advertising. 
B)  two-sided advertising. 
C)  comparative advertising. 
D)  verbal appeals. 
E)  refutation.

Question 17

Critics of humorous commercials argue that funny ads:

Accepted Answer

A) distract consumers from a brand and its attributes. 
B) have no shock value. 
C) often put people in a gloomy mood. 
D) do not draw consumers' attention to the ads. 
E) compel consumers to engage in counterarguments. 
A) distract consumers from a brand and its attributes. 
B) have no shock value. 
C) often put people in a gloomy mood. 
D) do not draw consumers' attention to the ads. 
E) compel consumers to engage in counterarguments.

Question 18

Which of the following situations would be most conducive to the use of a comparative advertising message?

Accepted Answer

A) When a company is a market leader with high market share 
B) When a company is a market leader and is concerned about a new, smaller company entering the market 
C) When a market leader wants to promote its brand to customers of smaller companies in the same industry 
D) When a company with a new brand wants to position that brand against established brands 
E) When a company wants its audience to know the different companies that it is competing with 
A) When a company is a market leader with high market share 
B) When a company is a market leader and is concerned about a new, smaller company entering the market 
C) When a market leader wants to promote its brand to customers of smaller companies in the same industry 
D) When a company with a new brand wants to position that brand against established brands 
E) When a company wants its audience to know the different companies that it is competing with

Question 19

A study conducted by Roobina Ohanian about consumers' perceptions of celebrity endorsers found that the characteristic which influenced consumers' intentions to purchase a product endorsed by a celebrity is his or her perceived:

Accepted Answer

A) expertise. 
B) attractiveness. 
C) trustworthiness. 
D) similarity. 
E) likability. 
A) expertise. 
B) attractiveness. 
C) trustworthiness. 
D) similarity. 
E) likability.

Question 20

Which of the following statements is true about source credibility?

Accepted Answer

A) The influence of a knowledgeable source will be increased if audience members think he or she has underlying personal motives for advocating a position. 
B) Enhanced counterarguing should result in greater message acceptance and persuasion. 
C) The persuasiveness of a low-credibility source may decline over time due to the sleeper effect phenomenon. 
D) A very credible source is more effective when message recipients are not in favor of the position advocated in a message. 
E) Advertisers can increase the perception that their sources are trustworthy by using hidden cameras to show that a consumer is a paid spokesperson. 
A) The influence of a knowledgeable source will be increased if audience members think he or she has underlying personal motives for advocating a position. 
B) Enhanced counterarguing should result in greater message acceptance and persuasion. 
C) The persuasiveness of a low-credibility source may decline over time due to the sleeper effect phenomenon. 
D) A very credible source is more effective when message recipients are not in favor of the position advocated in a message. 
E) Advertisers can increase the perception that their sources are trustworthy by using hidden cameras to show that a consumer is a paid spokesperson.

The _____ score indicates the percentage of people who have heard of an endorser or a performer.

A(n) _____ is a communication variable that includes order of presentation, conclusion drawing, and refutation.

_____ is the extent to which a recipient sees a source as having relevant knowledge, skill, or experience and trusts the source to give unbiased, objective information.

When a source is able to administer rewards and punishments to a receiver, the influence occurs through a process known as:

One of the reasons for a high-credibility source to become as ineffective as a low-credibility source is the sleeper effect.

_____ is an aspect of the media environment and is defined as the amount of advertising in a medium.

Slice-of-life advertising can be used to establish a bond of similarity between the communicator and the receiver, and to increase the source's level of persuasiveness.

A study by Andrew Aylesworth and Scott MacKenzie found that commercials placed in programs that induce negative moods are:

A potential problem of using advertising with a strong fear appeal to discourage drug abuse among teenagers is that:

A(n) _____ is a special type of two-sided message in which a communicator presents both sides of an issue and then disproves an opposing viewpoint.

In its ads, Xenon, an antibacterial mouthwash, claims to effectively kill germs but admits to possessing a bittersweet taste. This is an example of a:

The notion that a low-credibility source may be just as effective as a high-credibility source with the passage of time is known as the:

Advertising appeals that imply some type of physical or emotional danger and try to rouse consumers to take steps to remove the threat are known as _____ appeals.

Critics of humorous commercials argue that funny ads:

Which of the following situations would be most conducive to the use of a comparative advertising message?

A study conducted by Roobina Ohanian about consumers' perceptions of celebrity endorsers found that the characteristic which influenced consumers' intentions to purchase a product endorsed by a celebrity is his or her perceived:

Which of the following statements is true about source credibility?

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

The _____ score indicates the percentage of people who have heard of an endorser or a performer.

A(n) _____ is a communication variable that includes order of presentation, conclusion drawing, and refutation.

_____ is the extent to which a recipient sees a source as having relevant knowledge, skill, or experience and trusts the source to give unbiased, objective information.

When a source is able to administer rewards and punishments to a receiver, the influence occurs through a process known as:

One of the reasons for a high-credibility source to become as ineffective as a low-credibility source is the sleeper effect.

_____ is an aspect of the media environment and is defined as the amount of advertising in a medium.

Slice-of-life advertising can be used to establish a bond of similarity between the communicator and the receiver, and to increase the source's level of persuasiveness.

A study by Andrew Aylesworth and Scott MacKenzie found that commercials placed in programs that induce negative moods are:

A potential problem of using advertising with a strong fear appeal to discourage drug abuse among teenagers is that:

A(n) _____ is a special type of two-sided message in which a communicator presents both sides of an issue and then disproves an opposing viewpoint.

In its ads, Xenon, an antibacterial mouthwash, claims to effectively kill germs but admits to possessing a bittersweet taste. This is an example of a:

The notion that a low-credibility source may be just as effective as a high-credibility source with the passage of time is known as the:

Advertising appeals that imply some type of physical or emotional danger and try to rouse consumers to take steps to remove the threat are known as _____ appeals.

Critics of humorous commercials argue that funny ads:

Which of the following situations would be most conducive to the use of a comparative advertising message?

A study conducted by Roobina Ohanian about consumers' perceptions of celebrity endorsers found that the characteristic which influenced consumers' intentions to purchase a product endorsed by a celebrity is his or her perceived:

Which of the following statements is true about source credibility?

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