Exam 6: Source, Message, and Channel Factors

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A radio commercial begins with the following line: "Our competitors think we can't sell furniture for so little money, but we want our customers to know that we work hard to bring you value for your dollar, and our prices are for real." The furniture store is using a(n) _____ appeal.

(Multiple Choice)

4.8/5

(34)

Question 121

A magazine ad for Spotless Fabric Care detergent states that it cleans stains better than either Fauna detergent or Neon Laundry detergent. Therefore, this ad is an example of:

(Multiple Choice)

4.7/5

(31)

Question 122

An advertisement that places the strongest points at the end of a message assumes a _____, whereby the last arguments presented are the most persuasive.

(Multiple Choice)

4.8/5

(39)

Question 123

Which of the following statements is true of the use of humor in ad campaigns and commercials?

(Multiple Choice)

4.8/5

(32)

Question 124

A television ad for VenusCell Inc. shows a famous celebrity describing the features of the latest smartphone launched by the company. The celebrity talks about the features of the new smartphone such as 4G technology, AMOLED touchscreen, SVGA, tri-band, and WAP. According to the persuasion matrix, it is likely that a less educated audience will face problems associated with _____ due to the use of mobile jargons in the ad.

(Multiple Choice)

4.9/5

(31)

Question 125

Which of the following statements is true of a channel used in the communication process?

(Multiple Choice)

5.0/5

(28)

Question 126

The independent variable in the persuasion matrix that takes into account the passage of information from one person to another is:

(Multiple Choice)

4.9/5

(30)

Question 127

Showing 121 - 127 of 127

A radio commercial begins with the following line: "Our competitors think we can't sell furniture for so little money, but we want our customers to know that we work hard to bring you value for your dollar, and our prices are for real." The furniture store is using a(n) _____ appeal.

A magazine ad for Spotless Fabric Care detergent states that it cleans stains better than either Fauna detergent or Neon Laundry detergent. Therefore, this ad is an example of:

An advertisement that places the strongest points at the end of a message assumes a _____, whereby the last arguments presented are the most persuasive.

Which of the following statements is true of the use of humor in ad campaigns and commercials?

Which of the following statements is true of a channel used in the communication process?

The independent variable in the persuasion matrix that takes into account the passage of information from one person to another is:

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

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