Question 1

When a source is able to administer rewards and punishments to the receiver,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 2

Which of the following statements is true about source power?

Accepted Answer

A) It can never be used in nonpersonal selling situations. 
B) It is most effective in nonpersonal selling situations. 
C) Persuasion induced through compliance is always long-term. 
D) Perceived scrutiny is an important factor of source power. 
E) Power as a source characteristic is very easy to apply in a nonpersonal influence situations. 
A) It can never be used in nonpersonal selling situations. 
B) It is most effective in nonpersonal selling situations. 
C) Persuasion induced through compliance is always long-term. 
D) Perceived scrutiny is an important factor of source power. 
E) Power as a source characteristic is very easy to apply in a nonpersonal influence situations.

Question 3

A magazine entitled Natural Health: The Guide to True Wellness would have a strong _____ on an ad for organic produce.

Accepted Answer

A) externally paced impact 
B) positive quantitative media effect 
C) cluttered effect 
D) shaping effect 
E) positive qualitative media effect 
A) externally paced impact 
B) positive quantitative media effect 
C) cluttered effect 
D) shaping effect 
E) positive qualitative media effect

Question 4

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

Accepted Answer

A) the source. 
B) the message. 
C) behavior. 
D) retention. 
E) destination. 
A) the source. 
B) the message. 
C) behavior. 
D) retention. 
E) destination.

Question 5

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

Accepted Answer

A) there is no appropriate medium. 
B) fear appeals never work with teenagers. 
C) a message with a high level of fear may have inhibiting effects and be tuned out by teenagers. 
D) the high fear message may not work among teenagers who are low in self-confidence and want to avoid the issue. 
E) parents may be offended if the message is perceived as too frightening. 
A) there is no appropriate medium. 
B) fear appeals never work with teenagers. 
C) a message with a high level of fear may have inhibiting effects and be tuned out by teenagers. 
D) the high fear message may not work among teenagers who are low in self-confidence and want to avoid the issue. 
E) parents may be offended if the message is perceived as too frightening.

Question 6

Marketers can try to capitalize on source similarity by hiring:

Accepted Answer

A) a beautiful model to appear in an ad. 
B) a well known athlete to endorse a cosmetic in a commercial. 
C) salespeople who have characteristics that match those of their customers. 
D) individuals with liberal arts backgrounds to work as sales representatives for technical products. 
E) actors to pretend that they are ordinary consumers. 
A) a beautiful model to appear in an ad. 
B) a well known athlete to endorse a cosmetic in a commercial. 
C) salespeople who have characteristics that match those of their customers. 
D) individuals with liberal arts backgrounds to work as sales representatives for technical products. 
E) actors to pretend that they are ordinary consumers.

Question 7

Sachin Tendulkar,India's top cricketer,was paid $4.14 million over three years to promote motorbikes made by TVS,an Indian manufacturer.TVS hoped to use _____ to build brand credibility for its motorbikes.

Accepted Answer

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

Question 8

What combination of independent and dependent variables of the persuasion matrix did The Golf Channel consider when it hired Canadian golfing pro Steve Allen to be its spokesperson in a Canadian advertising campaign and assumed he would be noticed by Canadians who golf and are interested in golf?

Accepted Answer

A) Source/yielding 
B) Message/yielding 
C) Channel/attention 
D) Source/attention 
E) Message/retention 
A) Source/yielding 
B) Message/yielding 
C) Channel/attention 
D) Source/attention 
E) Message/retention

Question 9

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

Accepted Answer

A) comparative 
B) irrational 
C) humor 
D) fear 
E) nonverbal 
A) comparative 
B) irrational 
C) humor 
D) fear 
E) nonverbal

Question 10

When can a high credibility source be less effective than a moderately credible source?

Accepted Answer

A) When a receiver has an unfavorable initial attitude or position on the issue. 
B) When a receiver has a favorable initial attitude or position on the issue. 
C) When the source is arguing for a position that is not in line with his or her own best interest. 
D) When the high credibility source is a celebrity. 
E) High credibility sources are always more effective than low credibility sources. 
A) When a receiver has an unfavorable initial attitude or position on the issue. 
B) When a receiver has a favorable initial attitude or position on the issue. 
C) When the source is arguing for a position that is not in line with his or her own best interest. 
D) When the high credibility source is a celebrity. 
E) High credibility sources are always more effective than low credibility sources.

Question 11

A marketer should present the strong points at the beginning of an advertisement only when:

Accepted Answer

A) the target audience supports and can connect well with the communicators' position and the message. 
B) the target audience is not interested in the topic. 
C) the target audience is interested in the topic. 
D) the target audience has used the product and has favorable image of the product. 
E) immediate action is an objective. 
A) the target audience supports and can connect well with the communicators' position and the message. 
B) the target audience is not interested in the topic. 
C) the target audience is interested in the topic. 
D) the target audience has used the product and has favorable image of the product. 
E) immediate action is an objective.

Question 12

Most advertisers refuse to use two-sided messages because they:

Accepted Answer

A) are concerned about the impact of a two-sided message on source credibility. 
B) are concerned over presenting only the negative attributes of their brands. 
C) are concerned over the negative effects of acknowledging a weakness in their brand. 
D) have been proven ineffective by a number of different advertising research studies. 
E) cause consumers to expect more than any product can offer. 
A) are concerned about the impact of a two-sided message on source credibility. 
B) are concerned over presenting only the negative attributes of their brands. 
C) are concerned over the negative effects of acknowledging a weakness in their brand. 
D) have been proven ineffective by a number of different advertising research studies. 
E) cause consumers to expect more than any product can offer.

Question 13

An advertiser whose message is placed in the middle of five consecutive commercials during a program break is facing a problem known as:

Accepted Answer

A) clutter. 
B) media flooding. 
C) media bombardment. 
D) flighting. 
E) information overload. 
A) clutter. 
B) media flooding. 
C) media bombardment. 
D) flighting. 
E) information overload.

Question 14

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

Accepted Answer

A) A company is a market leader with high market share. 
B) A company is a market leader and is concerned about a new,small company entering the market. 
C) A market leader wants to promote its brand to loyal users of a major competitor. 
D) A company with a new brand wants to position that brand against established brands and,thus,enter the customers' evoked set. 
E) A company wants its audience to know the different competitors that it is competing with. 
A) A company is a market leader with high market share. 
B) A company is a market leader and is concerned about a new,small company entering the market. 
C) A market leader wants to promote its brand to loyal users of a major competitor. 
D) A company with a new brand wants to position that brand against established brands and,thus,enter the customers' evoked set. 
E) A company wants its audience to know the different competitors that it is competing with.

Question 15

Message sidedness,order of presentation,and refutation are all related to which communication variable?

Accepted Answer

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

Question 16

If viewers of the commercial perceived Barnes as being sincerely interested in whether every citizen filled out a census form,then Barnes,as a message source,is said to have:

Accepted Answer

A) perceived control. 
B) control persuasion. 
C) perceived scrutiny. 
D) expertise. 
E) perceived concern. 
A) perceived control. 
B) control persuasion. 
C) perceived scrutiny. 
D) expertise. 
E) perceived concern.

Question 17

According to the _____ model,marketers may experience negative publicity if their product endorser is accused of immoral behavior.

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 18

If viewers of the commercial perceived Barnes as being able to mete out punishment if the census forms were not filled out,then Barnes,as a message source,is said to have:

Accepted Answer

A) perceived control. 
B) control persuasion. 
C) perceived scrutiny. 
D) expertise. 
E) perceived concern. 
A) perceived control. 
B) control persuasion. 
C) perceived scrutiny. 
D) expertise. 
E) perceived concern.

Question 19

When marketers want to build attitudes that are resistant to attacks or criticism of their product by a competitor,they can use a(n):

Accepted Answer

A) one-sided message. 
B) nonverbal message. 
C) emotional appeal. 
D) refutational appeal. 
E) slice-of-life appeal. 
A) one-sided message. 
B) nonverbal message. 
C) emotional appeal. 
D) refutational appeal. 
E) slice-of-life appeal.

Question 20

A marketer may not want to put weak arguments at the beginning of an advertising message because this action may:

Accepted Answer

A) reduce the level of counterargument. 
B) increase retention of the message. 
C) lead to a high level of counterargument. 
D) increase the level of interest in the message. 
E) deter recipients from drawing their own conclusions. 
A) reduce the level of counterargument. 
B) increase retention of the message. 
C) lead to a high level of counterargument. 
D) increase the level of interest in the message. 
E) deter recipients from drawing their own conclusions.

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

Which of the following statements is true about source power?

A magazine entitled Natural Health: The Guide to True Wellness would have a strong _____ on an ad for organic produce.

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

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

Marketers can try to capitalize on source similarity by hiring:

Sachin Tendulkar,India's top cricketer,was paid $4.14 million over three years to promote motorbikes made by TVS,an Indian manufacturer.TVS hoped to use _____ to build brand credibility for its motorbikes.

What combination of independent and dependent variables of the persuasion matrix did The Golf Channel consider when it hired Canadian golfing pro Steve Allen to be its spokesperson in a Canadian advertising campaign and assumed he would be noticed by Canadians who golf and are interested in golf?

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

When can a high credibility source be less effective than a moderately credible source?

A marketer should present the strong points at the beginning of an advertisement only when:

Most advertisers refuse to use two-sided messages because they:

An advertiser whose message is placed in the middle of five consecutive commercials during a program break is facing a problem known as:

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

Message sidedness,order of presentation,and refutation are all related to which communication variable?

If viewers of the commercial perceived Barnes as being sincerely interested in whether every citizen filled out a census form,then Barnes,as a message source,is said to have:

According to the _____ model,marketers may experience negative publicity if their product endorser is accused of immoral behavior.

If viewers of the commercial perceived Barnes as being able to mete out punishment if the census forms were not filled out,then Barnes,as a message source,is said to have:

When marketers want to build attitudes that are resistant to attacks or criticism of their product by a competitor,they can use a(n):

A marketer may not want to put weak arguments at the beginning of an advertising message because this action may:

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 Print Media

Support Media

Direct Marketing

The Internet and Interactive 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 4: Source, Message, and Channel Factors

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

Which of the following statements is true about source power?

A magazine entitled Natural Health: The Guide to True Wellness would have a strong _____ on an ad for organic produce.

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

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

Marketers can try to capitalize on source similarity by hiring:

Sachin Tendulkar,India's top cricketer,was paid $4.14 million over three years to promote motorbikes made by TVS,an Indian manufacturer.TVS hoped to use _____ to build brand credibility for its motorbikes.

What combination of independent and dependent variables of the persuasion matrix did The Golf Channel consider when it hired Canadian golfing pro Steve Allen to be its spokesperson in a Canadian advertising campaign and assumed he would be noticed by Canadians who golf and are interested in golf?

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

When can a high credibility source be less effective than a moderately credible source?

A marketer should present the strong points at the beginning of an advertisement only when:

Most advertisers refuse to use two-sided messages because they:

An advertiser whose message is placed in the middle of five consecutive commercials during a program break is facing a problem known as:

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

Message sidedness,order of presentation,and refutation are all related to which communication variable?

If viewers of the commercial perceived Barnes as being sincerely interested in whether every citizen filled out a census form,then Barnes,as a message source,is said to have:

According to the _____ model,marketers may experience negative publicity if their product endorser is accused of immoral behavior.

If viewers of the commercial perceived Barnes as being able to mete out punishment if the census forms were not filled out,then Barnes,as a message source,is said to have:

When marketers want to build attitudes that are resistant to attacks or criticism of their product by a competitor,they can use a(n):

A marketer may not want to put weak arguments at the beginning of an advertising message because this action may:

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 Print Media

Support Media

Direct Marketing

The Internet and Interactive 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