Question 1

Which of the following statements is true of source power?

Accepted Answer

A) Power as a source characteristic is very easy to apply in a nonpersonal influence situation such as advertising. 
B) The use of source power is not effective in situations involving personal communication and influence. 
C) The source must be perceived as being able to administer only positive sanctions to the receiver. 
D) A source has power when he or she can actually administer rewards and punishments to a receiver. 
E) The receiver's estimate of the source's ability to observe conformity is not important. 
A) Power as a source characteristic is very easy to apply in a nonpersonal influence situation such as advertising. 
B) The use of source power is not effective in situations involving personal communication and influence. 
C) The source must be perceived as being able to administer only positive sanctions to the receiver. 
D) A source has power when he or she can actually administer rewards and punishments to a receiver. 
E) The receiver's estimate of the source's ability to observe conformity is not important.

Question 2

A marketer of supercomputers will recruit individuals with backgrounds in computer science and engineering to work as salespeople in order to ensure its sales force has high levels of:

Accepted Answer

A) expertise. 
B) trustworthiness. 
C) attractiveness. 
D) attention. 
E) yielding. 
A) expertise. 
B) trustworthiness. 
C) attractiveness. 
D) attention. 
E) yielding.

Question 3

Humorous messages enhance the effectiveness of an advertisement by:

Accepted Answer

A) eliminating fear appeals. 
B) reinforcing the recency effect. 
C) reinforcing the primacy effect. 
D) stimulating immediate purchasing behavior. 
E) putting consumers in a positive mood. 
A) eliminating fear appeals. 
B) reinforcing the recency effect. 
C) reinforcing the primacy effect. 
D) stimulating immediate purchasing behavior. 
E) putting consumers in a positive mood.

Question 4

Expertise and trustworthiness are very important when focusing on source _____, one of the categories of source attributes developed by Herbert Kelman.

Accepted Answer

A) power 
B) attractiveness 
C) credibility 
D) identification 
E) image 
A) power 
B) attractiveness 
C) credibility 
D) identification 
E) image

Question 5

Companies are willing to pay premium rates to advertise on popular programs such as the Olympic Games and Christmas specials because these televised events:

Accepted Answer

A) attract only affluent viewers. 
B) create positive moods that can make viewers more responsive to commercials. 
C) show very few commercials. 
D) have low levels of advertising clutter. 
E) have effective appeals that are minimized by the cognitive appeal of the commercials. 
A) attract only affluent viewers. 
B) create positive moods that can make viewers more responsive to commercials. 
C) show very few commercials. 
D) have low levels of advertising clutter. 
E) have effective appeals that are minimized by the cognitive appeal of the commercials.

Question 6

_____ is the process by which a source perceived by a receiver as having high power can influence the receiver's behavior.

Accepted Answer

A) Internalization 
B) Identification 
C) Compliance 
D) Retention 
E) Scrutiny 
A) Internalization 
B) Identification 
C) Compliance 
D) Retention 
E) Scrutiny

Question 7

Marketers who try to select spokespeople whose traits will maximize their message influence are concerned about their credibility. The two important dimensions associated with credibility are:

Accepted Answer

A) consistency and image. 
B) image and trustworthiness. 
C) differentiability and expertise. 
D) expertise and trustworthiness. 
E) image and expertisE.There are two important dimensions to credibility, expertise and trustworthiness. 
A) consistency and image. 
B) image and trustworthiness. 
C) differentiability and expertise. 
D) expertise and trustworthiness. 
E) image and expertisE.There are two important dimensions to credibility, expertise and trustworthiness.

Question 8

A public awareness advertisement that aims to convince people to give up smoking features three teens 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 sip, the can explodes and kills him. The final screen reads, "No other product but tobacco kills every third consumer." By placing the strongest point in the ad at the end, 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.

Question 9

The marketers of Cirrus shoes received negative publicity when the company's brand ambassador was convicted of sexual assault. The company was forced to rescind their association with Adrian Richardson as they feared a conveyance of negative cultural perceptions to consumers. This scenario can be best explained using the _____ model.

Accepted Answer

A) celebrity expertise 
B) meaning transfer 
C) celebrity popularity 
D) endorsement shift 
E) consumer-celebrity merging 
A) celebrity expertise 
B) meaning transfer 
C) celebrity popularity 
D) endorsement shift 
E) consumer-celebrity merging

Question 10

"Pamper yourself with Silk Sheen body lotion. It's better for your skin than Inflame, Genesis, or Dusk body lotions." This headline from a Silk Sheen ad in Belle Ménage Magazine is an example of:

Accepted Answer

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

Question 11

Promotional planners need to know how decisions about each independent variable influence the stages of the response hierarchy so that they don't enhance one stage at the expense of another.
=

Accepted Answer

A) True 
 B)False

Question 12

All nonprogram material that appears in a broadcast environment including commercials, public service announcements, and promotional messages for shows contributes to:

Accepted Answer

A) a message comparison phenomenon. 
B) comparative advertising. 
C) the clutter problem. 
D) media reduction. 
E) the quantitative media effect. 
A) a message comparison phenomenon. 
B) comparative advertising. 
C) the clutter problem. 
D) media reduction. 
E) the quantitative media effect.

Question 13

In the final stage of the meaning transfer model developed by Grant McCracken:

Accepted Answer

A) celebrities draw powerful meanings from the roles they assume in their careers. 
B) celebrities bring their meanings and images into ads for the products they are endorsing. 
C) the meanings that celebrities have given to products are transferred to consumers. 
D) promotional campaigns are organized in the presence of the media. 
E) the meanings created by celebrities are developed into advertisements. 
A) celebrities draw powerful meanings from the roles they assume in their careers. 
B) celebrities bring their meanings and images into ads for the products they are endorsing. 
C) the meanings that celebrities have given to products are transferred to consumers. 
D) promotional campaigns are organized in the presence of the media. 
E) the meanings created by celebrities are developed into advertisements.

Question 14

Advertisers who are concerned about the negative effects of acknowledging a weakness in their brand are likely to choose two-sided messages.

Accepted Answer

A) True 
 B)False

Question 15

A television commercial for Elate perfume features a woman walking along a beach. The ad attempts to connect the woman's physical beauty to the attractiveness of the perfume. In the ad, the model serves as a(n):

Accepted Answer

A) source echo. 
B) message shaper. 
C) direct source. 
D) passive model. 
E) active communicator. 
A) source echo. 
B) message shaper. 
C) direct source. 
D) passive model. 
E) active communicator.

Question 16

Finding celebrities or other figures with a trustworthy image is often difficult as many trustworthy public figures hesitate to endorse products.

Accepted Answer

A) True 
 B)False

Question 17

Clutter levels in television are lowest during daytime programs.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following is a difference between identification and internalization?

Accepted Answer

A) Unlike identification, internalization of a message does not occur when the source is a celebrity. 
B) Unlike internalization, identification is synonymous with receiver comprehension. 
C) Unlike identification, internalization is often considered to be a negative source characteristic. 
D) Unlike internalization, identification does not usually integrate information from an attractive source into the receiver's belief system. 
E) Unlike identification, internalization does not lead to counterarguments and source derogations by the receiver. 
A) Unlike identification, internalization of a message does not occur when the source is a celebrity. 
B) Unlike internalization, identification is synonymous with receiver comprehension. 
C) Unlike identification, internalization is often considered to be a negative source characteristic. 
D) Unlike internalization, identification does not usually integrate information from an attractive source into the receiver's belief system. 
E) Unlike identification, internalization does not lead to counterarguments and source derogations by the receiver.

Question 19

Which of the following is the best example of a celebrity endorser enhancing consumers' perceptions of a product's performance capabilities?

Accepted Answer

A) A professional golfer endorsing electronics home appliances 
B) A boxer endorsing an automobile repair service 
C) An actress endorsing a cellphone service 
D) A model endorsing a brand of cosmetics 
E) A race car driver endorsing lawn mowers 
A) A professional golfer endorsing electronics home appliances 
B) A boxer endorsing an automobile repair service 
C) An actress endorsing a cellphone service 
D) A model endorsing a brand of cosmetics 
E) A race car driver endorsing lawn mowers

Question 20

Which of the following source characteristics is utilized by a slice-of-life commercial that shows an average head of household facing difficulty in filing his federal income tax?

Accepted Answer

A) Power 
B) Compliance 
C) Expertise 
D) Similarity 
E) Attractiveness 
A) Power 
B) Compliance 
C) Expertise 
D) Similarity 
E) Attractiveness

Which of the following statements is true of source power?

A marketer of supercomputers will recruit individuals with backgrounds in computer science and engineering to work as salespeople in order to ensure its sales force has high levels of:

Humorous messages enhance the effectiveness of an advertisement by:

Expertise and trustworthiness are very important when focusing on source _____, one of the categories of source attributes developed by Herbert Kelman.

Companies are willing to pay premium rates to advertise on popular programs such as the Olympic Games and Christmas specials because these televised events:

_____ is the process by which a source perceived by a receiver as having high power can influence the receiver's behavior.

Marketers who try to select spokespeople whose traits will maximize their message influence are concerned about their credibility. The two important dimensions associated with credibility are:

"Pamper yourself with Silk Sheen body lotion. It's better for your skin than Inflame, Genesis, or Dusk body lotions." This headline from a Silk Sheen ad in Belle Ménage Magazine is an example of:

Promotional planners need to know how decisions about each independent variable influence the stages of the response hierarchy so that they don't enhance one stage at the expense of another. =

All nonprogram material that appears in a broadcast environment including commercials, public service announcements, and promotional messages for shows contributes to:

In the final stage of the meaning transfer model developed by Grant McCracken:

Advertisers who are concerned about the negative effects of acknowledging a weakness in their brand are likely to choose two-sided messages.

A television commercial for Elate perfume features a woman walking along a beach. The ad attempts to connect the woman's physical beauty to the attractiveness of the perfume. In the ad, the model serves as a(n):

Finding celebrities or other figures with a trustworthy image is often difficult as many trustworthy public figures hesitate to endorse products.

Clutter levels in television are lowest during daytime programs.

Which of the following is a difference between identification and internalization?

Which of the following is the best example of a celebrity endorser enhancing consumers' perceptions of a product's performance capabilities?

Which of the following source characteristics is utilized by a slice-of-life commercial that shows an average head of household facing difficulty in filing his federal income tax?

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

Which of the following statements is true of source power?

A marketer of supercomputers will recruit individuals with backgrounds in computer science and engineering to work as salespeople in order to ensure its sales force has high levels of:

Humorous messages enhance the effectiveness of an advertisement by:

Expertise and trustworthiness are very important when focusing on source _____, one of the categories of source attributes developed by Herbert Kelman.

Companies are willing to pay premium rates to advertise on popular programs such as the Olympic Games and Christmas specials because these televised events:

_____ is the process by which a source perceived by a receiver as having high power can influence the receiver's behavior.

Marketers who try to select spokespeople whose traits will maximize their message influence are concerned about their credibility. The two important dimensions associated with credibility are:

"Pamper yourself with Silk Sheen body lotion. It's better for your skin than Inflame, Genesis, or Dusk body lotions." This headline from a Silk Sheen ad in Belle Ménage Magazine is an example of:

Promotional planners need to know how decisions about each independent variable influence the stages of the response hierarchy so that they don't enhance one stage at the expense of another. =

All nonprogram material that appears in a broadcast environment including commercials, public service announcements, and promotional messages for shows contributes to:

In the final stage of the meaning transfer model developed by Grant McCracken:

Advertisers who are concerned about the negative effects of acknowledging a weakness in their brand are likely to choose two-sided messages.

A television commercial for Elate perfume features a woman walking along a beach. The ad attempts to connect the woman's physical beauty to the attractiveness of the perfume. In the ad, the model serves as a(n):

Finding celebrities or other figures with a trustworthy image is often difficult as many trustworthy public figures hesitate to endorse products.

Clutter levels in television are lowest during daytime programs.

Which of the following is a difference between identification and internalization?

Which of the following is the best example of a celebrity endorser enhancing consumers' perceptions of a product's performance capabilities?

Which of the following source characteristics is utilized by a slice-of-life commercial that shows an average head of household facing difficulty in filing his federal income tax?

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