Exam 11: Endorsers and Message Appeals in Advertising

Lance Armstrong,an American who won seven straight Tour de France bicycling events,appeared in a television advertisement endorsing Trek bicycles claiming they are the best money can buy.Lance's ability to favorably influence the audience's perceptions of Trek bicycles is likely due to his _____ as it relates to this product.

Typical-person endorsements are more effective when _____.

Marketers can enhance the consumers' opportunity to reduce processing time by _____.

Sexual content will enhance positive reactions only if it is appropriate to the advertised subject matter.

The Q Score reveals the proportion of a group that is familiar with a person and regards that person as one of their favorites.

Explain why consumers need not fear the effects of subliminal advertising.

The most important factor executives consider when making their celebrity-selection for endorsements decision is _____.

Many advertisements that portray typical-person users often include multiple people rather than a single individual.The reason for this practice is _____.

If the source of a message is forgotten or if the source switches to a different position,an internalized attitude will be lost.

Music has been shown to be effective _____.

As a stimulus becomes more familiar,people become desensitized to it,which is referred to as _____.

Humorous advertisements in the United States generally involve the use of _____.

Under what conditions should comparative advertising be used?

When an information source,such as an endorser,is perceived as credible,audience attitudes are changed through a psychological process called _____.

Ads with physically attractive endorsers have not been shown to produce more favorable evaluations of advertised brands than ads with less attractive communicators.

Internalization occurs when the receiver accepts the endorser's position on an issue as his or her own.

The major reason why embedding in advertising has little effect is because _____.

Habituation occurs when a stimulus becomes more familiar to people.

When the receiver accepts the endorser's position on an issue as his or her own,_____ has occurred.

Advertisers avoid subjective judgments when deciding whether a prospective endorser matches well with the brand image and its intended target market.