Exam 4: Source, Message, and Channel Factors

One way a supermarket can make its ads seem more trustworthy is by:

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

The attractive editorial and advertising environment created by a publication such as Architectural Digest has a(n)_____ on advertising messages contained within its slick pages.

Humorous messages may be effective because they enhance _____ and reduce ____.

The headline for the Dodge Caravan ad reads,"What idiot coined the phrase 'stay-at-home-mom'?" The only other information in the ad is directions on where to call to find the nearest Dodge dealer.This ad is:

Humor is more commonly used and is typically more effective with _____ products.

_____ is defined as the amount of advertising in a medium.

Advertisers who want to advertise on Emmy-winning television shows are looking to have the positive impressions of the show transfer to their products.This transference is called a:

Which of the following is a reason to use comparative advertising?

Expertise and trustworthiness are very important when focusing on source ____,one of the categories of source attributes.

An ad for Tums antacid shows a patron at a diner asking for Tums to alleviate his heartburn.The waitress points to a bowl that is filled with a jumble of Maalox,Rolaids,Tums and other antacids.The waitress says that all antacids are the same,and the patron then explains her to that Tums is the only antacid that has calcium.Tums is using:

Which of the following statements is true about the use of corporate leaders as advertising spokespersons?

A direct mail piece,advertising a collection of home maintenance books,would have its information:

An ad picturing a young boy using a toilet has the headline,"Don't expect Windex Wipes to do a Clorox Wipes job," and the copy explains that Clorox is a disinfectant and Windex is not.In this ad,the:

When a communicator presents information on both sides of an issue and offers arguments to counter an opposing viewpoint,a(n)_____ message appeal is being used.

The commercial to convince people to stop smoking uses three teens bungee jumping off a bridge.When they reach the ground,each grabs a 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." By placing the strongest point in the ad at the end,the ad's source is hoping its message benefits from the:

The Blooms deodorant ad campaign that used the slogan,"Aren't you glad you use Blooms? Don't you wish everybody did?" is a good example of:

A dental hygienist in an ad for toothpaste is quoted as saying,"If patients could see what I see,they'd all use Colgate Total." Since everyone who goes to a dentist regularly is worried about plaque,gingivitis,and cavities,and her statement implies other brands do a poorer job than Colgate Total at preventing dental problems,Colgate is using a(n)_____ appeal.

Ad campaigns centered around the theme,"Pork,the Other White Meat" is designed to show consumers that pork is not all fat as some people think.These ads are using _____ to convince consumers that pork is as lean as chicken.

The _____ is a planning tool that can be used by marketers to consider how controllable elements of the communications process interact with the consumers' response process.