Question 1

An advertiser may design an ad in which the visual portion is incongruent with or contradicts the verbal information as a strategy to:

Accepted Answer

A) gain consumers' attention. 
B) confuse consumers. 
C) distract consumers. 
D) get consumers to engage in more simplistic processing. 
E) distract consumers from the negative aspects of the product. 
A) gain consumers' attention. 
B) confuse consumers. 
C) distract consumers. 
D) get consumers to engage in more simplistic processing. 
E) distract consumers from the negative aspects of the product.

Question 2

Marketing Evaluations Inc.'s Q rating measures:

Accepted Answer

A) the popularity of television shows. 
B) the size of television viewing audiences that prefer to buy a product solely based on the celebrity who endorsed it. 
C) the percentage of people who recognize a celebrity and rate him or her as one of their favorite performers. 
D) the percentage of people who see celebrities as trendsetters. 
E) the feedback from advertisements. 
A) the popularity of television shows. 
B) the size of television viewing audiences that prefer to buy a product solely based on the celebrity who endorsed it. 
C) the percentage of people who recognize a celebrity and rate him or her as one of their favorite performers. 
D) the percentage of people who see celebrities as trendsetters. 
E) the feedback from advertisements.

Question 3

According to the sleeper effect phenomenon,

Accepted Answer

A) the impact of persuasive messages diminishes over time. 
B) people retain advertising messages when they see them right before going to bed and rehearse them in their sleep. 
C) the impact of persuasive messages from low-credibility sources can increase over time,since the message content becomes disassociated from the source. 
D) the impact of persuasive messages from low-credibility sources decreases over time,since people forget the content of the message. 
E) people instinctively disassociate low-credibility sources from messages when they are paying less than full attention to the message. 
A) the impact of persuasive messages diminishes over time. 
B) people retain advertising messages when they see them right before going to bed and rehearse them in their sleep. 
C) the impact of persuasive messages from low-credibility sources can increase over time,since the message content becomes disassociated from the source. 
D) the impact of persuasive messages from low-credibility sources decreases over time,since people forget the content of the message. 
E) people instinctively disassociate low-credibility sources from messages when they are paying less than full attention to the message.

Question 4

Which of the following statements is true about celebrity endorsers?

Accepted Answer

A) Consumers who are very knowledgeable about a product or service tend to be most persuaded by celebrity endorsers. 
B) The teenage market is generally not receptive to celebrity endorsers. 
C) An individual who has strong feelings about a product will be less likely to be influenced by a celebrity endorser than someone who has a neutral attitude about the same product. 
D) Recent studies suggest celebrity endorsements are becoming increasingly more important in purchase decisions. 
E) Marketers do not have to worry about the personal images of the celebrities while choosing one to endorse a product or a service. 
A) Consumers who are very knowledgeable about a product or service tend to be most persuaded by celebrity endorsers. 
B) The teenage market is generally not receptive to celebrity endorsers. 
C) An individual who has strong feelings about a product will be less likely to be influenced by a celebrity endorser than someone who has a neutral attitude about the same product. 
D) Recent studies suggest celebrity endorsements are becoming increasingly more important in purchase decisions. 
E) Marketers do not have to worry about the personal images of the celebrities while choosing one to endorse a product or a service.

Question 5

McCracken developed a model relating to the use of celebrity endorsers.Which of the following statements represents a major implication of that model?

Accepted Answer

A) Companies should choose celebrities with stopping power as endorsers. 
B) Companies should use physically attractive celebrities to endorse their products. 
C) Companies should use as endorsers celebrities who project the image or meaning they want for their products. 
D) The image of a celebrity comes primarily from the products she or he endorses. 
E) Decisions regarding the choice of a celebrity to use as an endorser can only be made on the basis of judgment or intuition. 
A) Companies should choose celebrities with stopping power as endorsers. 
B) Companies should use physically attractive celebrities to endorse their products. 
C) Companies should use as endorsers celebrities who project the image or meaning they want for their products. 
D) The image of a celebrity comes primarily from the products she or he endorses. 
E) Decisions regarding the choice of a celebrity to use as an endorser can only be made on the basis of judgment or intuition.

Question 6

The source characteristic of attractiveness encompasses:

Accepted Answer

A) power,expertise,and recognizability. 
B) similarity,likeability,and familiarity. 
C) comfort,recognizability,and beauty. 
D) beauty,familiarity,and recognizability. 
E) expertise,familiarity,and comfort. 
A) power,expertise,and recognizability. 
B) similarity,likeability,and familiarity. 
C) comfort,recognizability,and beauty. 
D) beauty,familiarity,and recognizability. 
E) expertise,familiarity,and comfort.

Question 7

What type of message structure should a marketer use if immediate behavior is not an objective of the advertiser and repeated exposure will give the target audience opportunity to draw their own conclusions?

Accepted Answer

A) An open-ended message 
B) A close-ended message 
C) A primacy message 
D) A refutational appeal 
E) A fear appeal 
A) An open-ended message 
B) A close-ended message 
C) A primacy message 
D) A refutational appeal 
E) A fear appeal

Question 8

Marketers who try to select spokespeople whose traits will maximize their message influence are concerned about their credibility.The two important dimensions associated with credibility are:

Accepted Answer

A) consistency and image. 
B) image and trustworthiness. 
C) recognizability and expertise. 
D) expertise and trustworthiness. 
E) image and expertise. 
A) consistency and image. 
B) image and trustworthiness. 
C) recognizability and expertise. 
D) expertise and trustworthiness. 
E) image and expertise.

Question 9

_____ is the extent to which the recipient sees the source as having relevant knowledge,skill,or experience and trusts the source to give unbiased,objective information.

Accepted Answer

A) Source attractiveness 
B) Source popularity 
C) Source credibility 
D) Source power 
E) Source identification 
A) Source attractiveness 
B) Source popularity 
C) Source credibility 
D) Source power 
E) Source identification

An advertiser may design an ad in which the visual portion is incongruent with or contradicts the verbal information as a strategy to:

Marketing Evaluations Inc.'s Q rating measures:

According to the sleeper effect phenomenon,

Which of the following statements is true about celebrity endorsers?

McCracken developed a model relating to the use of celebrity endorsers.Which of the following statements represents a major implication of that model?

The source characteristic of attractiveness encompasses:

What type of message structure should a marketer use if immediate behavior is not an objective of the advertiser and repeated exposure will give the target audience opportunity to draw their own conclusions?

Marketers who try to select spokespeople whose traits will maximize their message influence are concerned about their credibility.The two important dimensions associated with credibility are:

_____ is the extent to which the recipient sees the source as having relevant knowledge,skill,or experience and trusts the source to give unbiased,objective information.

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

An advertiser may design an ad in which the visual portion is incongruent with or contradicts the verbal information as a strategy to:

Marketing Evaluations Inc.'s Q rating measures:

According to the sleeper effect phenomenon,

Which of the following statements is true about celebrity endorsers?

McCracken developed a model relating to the use of celebrity endorsers.Which of the following statements represents a major implication of that model?

The source characteristic of attractiveness encompasses:

What type of message structure should a marketer use if immediate behavior is not an objective of the advertiser and repeated exposure will give the target audience opportunity to draw their own conclusions?

Marketers who try to select spokespeople whose traits will maximize their message influence are concerned about their credibility.The two important dimensions associated with credibility are:

_____ is the extent to which the recipient sees the source as having relevant knowledge,skill,or experience and trusts the source to give unbiased,objective information.

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