Exam 4: Source, Message, and Channel Factors

An ad campaign to convince people to stop smoking uses three teens bungee jumping off a bridge.When they reach the ground,each grabs a soda can,opens it,and takes a drink.As the third person takes a drink,the can explodes and kills him.The final screen reads,"No other product but tobacco kills every third consumer." This ad is using a(n)_____ appeal.

The commercial for Burpee gardening supplies begins with a discussion of how beautiful and enjoyable gardens can be.It ends with the directive to visit the company at HYPERLINK "http://www.burpee.com/" Burpee.com and let Burpee's experience get you off to a good start.By placing the strongest point at the end of the ad,Burpee is hoping to benefit from the:

The owner of Shane Corporation,a jewelry retail chain,is the voiceover on all of his stores' commercials.He explains how his company differs from other chain stores and gives advice on buying jewelry.Because he is recognized as a professional jewelry expert,his appearance in his company's ads can enhance the ads' source:

The tendency of a commercial to lose its effectiveness when it is seen repeatedly by viewers is known as:

An ad for Snorestop Extinguisher,a nose spray to eliminate snoring,has the headline,"Wife shoots husband and rests in peace." This ad uses _____ to attract attention and convey a key selling point.

When a target audience already holds a favorable opinion on a topic or issue,a(n)_____ is most effective.

Which of the following statements is true about the use of ad campaigns based on humorous commercials?

_____ is advertising that,either directly or indirectly,names competitors and compares the brands on one or more attributes.

Source attractiveness leads to persuasion through a process of:

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

When FX cable network promotes its television show The Shield,it shows bloody and provocative excerpts from upcoming episodes.Which combination of independent and dependent variables does the advertiser using the persuasion matrix consider for this commercial?

Which of the following statements describes a good reason for using celebrities in ads and having them endorse a company's product or service?

Marketers try to 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:

Information from ads presented in the broadcast media is:

According to the persuasion matrix,which of the following is a dependable variable of the communications model?

The process by which a source with high power can influence behavior is known as:

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

A _____ is the influence the medium has on a message.

In its ads,Listerine claims effectiveness but admits to less than perfect taste.This is an example of a(n):

A commercial for a floor-cleaner shows a young mother having to clean her kitchen floor after feeding her toddler.This _____ commercial is effective in part because it utilizes high source similarity.