Exam 4: Source, Message, and Channel Factors

A magazine 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 Windex is a disinfectant and Clorox is a disinfectant as well as a cleanser.This ad is an example of:

For which of the following media is the processing of information in advertisements likely to be externally paced?

The notion that a low credibility source may be just as effective as a high credibility source with the passing of time is known as the:

The _____ score indicates the percentage of the people who have heard of the endorser or the performer.

Refutational appeals,where an communicator presents both sides of an issue then refutes the opposing viewpoint,may be effective because they:

A spokesperson who delivers an advertising message and/or demonstrates a product or service is known as a(n):

A study conducted by Roobina Ohanian about consumers' perceptions of celebrity endorsers found that the characteristic which influenced consumers' intentions to purchase a product endorsed by a celebrity is his/her perceived:

_____ is defined as an attraction for a source based on a resemblance between the source and receiver.

According to the persuasion matrix,which of the following is an independent variable or stage in the response process?

The _____ is another approach to explain the curvilinear nature of fear appeals.The model suggests both the cognitive appraisal of information in a fear appeal message and the emotional response mediate persuasion.

Commercials placed in programs that induce negative moods are:

The visual portion of an advertisement may reduce its persuasiveness because:

The use of celebrities in commercials is generally based on the source characteristics of _____ and represents an attempt to induce persuasion through the ______ process.

Some marketers avoid the use of humor in their advertising because:

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.

NYNEX owned a substantial portion of the yellow pages advertising business in the New York/New England region,which it needed to protect following the breakup of AT&T.To protect itself from competitors,NYNEX ran a series of ads.One was a picture of a blue rabbit and headlined,"Hair Tinting." Another showed Barbie and Ken dressed in doctor costumes and headlined "Plastic Surgeons." At the bottom of each ad was the tag line,"If it's out there,it's in NYNEX yellow pages." This approach to yellow pages listings was successful because it had a _____ appeal.

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

A slice-of-life commercial that shows an average head of household having great difficulty filing his federal income tax is designed to utilize which source characteristic?

For which of the following products would a marketer find the use of a physically attractive model to be most effective?

When an advertiser wants to present a detailed message with a large amount of information,which medium should be used?