Question 1

Which of the following is true regarding the value the investment community places on celebrity endorsers?

Accepted Answer

A)  Stock prices can increase when a company announces celebrity-endorsement contracts. 
B)  Stock prices can decrease when negative publicity reaches the media about a celebrity who endorses one of the company's brands 
C)  The investment community does not consider the use of a celebrity endorser when determining stock price. 
D)  a and b only 
E)  a, b, and c 
A)  Stock prices can increase when a company announces celebrity-endorsement contracts. 
B)  Stock prices can decrease when negative publicity reaches the media about a celebrity who endorses one of the company's brands 
C)  The investment community does not consider the use of a celebrity endorser when determining stock price. 
D)  a and b only 
E)  a, b, and c

Question 2

The most effective level of fear _____.

Accepted Answer

A)  is a strong level 
B)  is a weak level 
C)  depends on how much relevance a topic has for an audience 
D)  is a weak level with a humorous message 
E)  is a weak level with a credible spokesperson 
A)  is a strong level 
B)  is a weak level 
C)  depends on how much relevance a topic has for an audience 
D)  is a weak level with a humorous message 
E)  is a weak level with a credible spokesperson

Question 3

Voluntary attention is engaged when consumers devote attention to an advertisement or other marcom message that is perceived as relevant to their current purchase-related goals.

Accepted Answer

A) True 
 B)False

Question 4

A potential role of sex in advertising is to _____.

Accepted Answer

A)  attract and hold attention 
B)  enhance recall 
C)  evoke emotional responses 
D)  a and b only 
E)  a, b, and c 
A)  attract and hold attention 
B)  enhance recall 
C)  evoke emotional responses 
D)  a and b only 
E)  a, b, and c

Question 5

A celebrity endorser will not be perceived as attractive unless he or she simultaneously possesses the attributes of physical attractiveness,respect,and similarity.

Accepted Answer

A) True 
 B)False

Question 6

The stock prices of companies have not been shown to be related to the use of celebrity endorsers.

Accepted Answer

A) True 
 B)False

Question 7

Characteristics of the audience,media,message,company,and product all play important roles in determining whether comparative advertising is more effective than noncomparative advertising.

Accepted Answer

A) True 
 B)False

Question 8

Ad advertisement for Imodium A-D anti-diarrheal medicine compares having to take two pills to several spoonfuls of the "pink stuff." Which type of comparative advertisement is this?

Accepted Answer

A)  direct 
B)  indirect 
C)  subtle 
D)  inoffensive 
E)  stealth 
A)  direct 
B)  indirect 
C)  subtle 
D)  inoffensive 
E)  stealth

Question 9

Which of the following factors is important when selecting celebrity endorsers?

Accepted Answer

A)  the ease/difficulty of working with the celebrity 
B)  the match between the celebrity and the audience 
C)  the cost of the celebrity 
D)  the likelihood of the celebrity getting into trouble 
E)  All of these are correct. 
A)  the ease/difficulty of working with the celebrity 
B)  the match between the celebrity and the audience 
C)  the cost of the celebrity 
D)  the likelihood of the celebrity getting into trouble 
E)  All of these are correct.

Question 10

The effectiveness of sexual content depends on _____.

Accepted Answer

A)  the appropriateness of it to the advertised subject matter 
B)  the extent to which the product is liked or disliked 
C)  its use with fear and guilt 
D)  the credibility of the celebrity endorser 
E)  All of these are correct. 
A)  the appropriateness of it to the advertised subject matter 
B)  the extent to which the product is liked or disliked 
C)  its use with fear and guilt 
D)  the credibility of the celebrity endorser 
E)  All of these are correct.

Question 11

Discuss why the use of humor in an advertisement might NOT be effective?

Accepted Answer

Advertisers should proceed cautiously wh

Question 12

Humorous advertisements generally involve the use of incongruity resolution.

Accepted Answer

A) True 
 B)False

Question 13

Which theory helps explain why scarcity works?

Accepted Answer

A)  habituation 
B)  psychological reactance 
C)  cognitive dissonance 
D)  attribution theory 
E)  theory of reasoned action 
A)  habituation 
B)  psychological reactance 
C)  cognitive dissonance 
D)  attribution theory 
E)  theory of reasoned action

Question 14

The knowledge,expertise,or skills possessed by an endorser is referred to as _____.

Accepted Answer

A)  credibility 
B)  trustworthiness 
C)  attractiveness 
D)  expertise 
E)  values 
A)  credibility 
B)  trustworthiness 
C)  attractiveness 
D)  expertise 
E)  values

Question 15

The lower the relevance of an issue,the lower the threat intensity that is needed to activate a response.

Accepted Answer

A) True 
 B)False

Question 16

According to the theory of psychological reactance,_____.

Accepted Answer

A)  people react against any efforts to reduce their freedoms of choice 
B)  consumer behavior is seen as emotional 
C)  consumer behavior is seen as highly cognitive 
D)  people satisfy primary needs before acquired needs 
E)  the personal relevance that a communication has for a receiver is a critical determinant of the extent and form of persuasion 
A)  people react against any efforts to reduce their freedoms of choice 
B)  consumer behavior is seen as emotional 
C)  consumer behavior is seen as highly cognitive 
D)  people satisfy primary needs before acquired needs 
E)  the personal relevance that a communication has for a receiver is a critical determinant of the extent and form of persuasion

Question 17

_____ represents the quality of being admired or even esteemed due to one's personal qualities and accomplishments.

Accepted Answer

A)  Expertise 
B)  Trustworthiness 
C)  Respect 
D)  Familiarity 
E)  Liking 
A)  Expertise 
B)  Trustworthiness 
C)  Respect 
D)  Familiarity 
E)  Liking

Question 18

Extensive research has demonstrated that the two basic attributes contributing to an endorser's effectiveness are _____.

Accepted Answer

A)  intelligence and credibility 
B)  attractiveness and intelligence 
C)  attractiveness and credibility 
D)  personality and intelligence 
E)  personality and attractiveness 
A)  intelligence and credibility 
B)  attractiveness and intelligence 
C)  attractiveness and credibility 
D)  personality and intelligence 
E)  personality and attractiveness

Question 19

The practice in which advertisers directly or indirectly compare their products against competitive offerings,typically claiming that the promoted item is superior in one or several important purchase considerations,is called _____.

Accepted Answer

A)  competitive advertising 
B)  head-to-head advertising 
C)  comparative advertising 
D)  frontal-attack advertising 
E)  attack advertising 
A)  competitive advertising 
B)  head-to-head advertising 
C)  comparative advertising 
D)  frontal-attack advertising 
E)  attack advertising

Question 20

Appeals to guilt are ineffective if advertisements containing guilt appeals _____.

Accepted Answer

A)  lack credibility 
B)  are perceived as having manipulative intentions 
C)  are based on emotion 
D)  a and b only 
E)  a, b, and c 
A)  lack credibility 
B)  are perceived as having manipulative intentions 
C)  are based on emotion 
D)  a and b only 
E)  a, b, and c

Exam 11: Endorsers and Message Appeals in Advertising

Which of the following is true regarding the value the investment community places on celebrity endorsers?

The most effective level of fear _____.

Voluntary attention is engaged when consumers devote attention to an advertisement or other marcom message that is perceived as relevant to their current purchase-related goals.

A potential role of sex in advertising is to _____.

A celebrity endorser will not be perceived as attractive unless he or she simultaneously possesses the attributes of physical attractiveness,respect,and similarity.

The stock prices of companies have not been shown to be related to the use of celebrity endorsers.

Characteristics of the audience,media,message,company,and product all play important roles in determining whether comparative advertising is more effective than noncomparative advertising.

Ad advertisement for Imodium A-D anti-diarrheal medicine compares having to take two pills to several spoonfuls of the "pink stuff." Which type of comparative advertisement is this?

Which of the following factors is important when selecting celebrity endorsers?

The effectiveness of sexual content depends on _____.

Discuss why the use of humor in an advertisement might NOT be effective?

Humorous advertisements generally involve the use of incongruity resolution.

Which theory helps explain why scarcity works?

The knowledge,expertise,or skills possessed by an endorser is referred to as _____.

The lower the relevance of an issue,the lower the threat intensity that is needed to activate a response.

According to the theory of psychological reactance,_____.

_____ represents the quality of being admired or even esteemed due to one's personal qualities and accomplishments.

Extensive research has demonstrated that the two basic attributes contributing to an endorser's effectiveness are _____.

The practice in which advertisers directly or indirectly compare their products against competitive offerings,typically claiming that the promoted item is superior in one or several important purchase considerations,is called _____.

Appeals to guilt are ineffective if advertisements containing guilt appeals _____.

An Overview of Integrated Marketing Communications

Enhancing Brand Equity and Accountability

Brand Adoption, Brand Naming, and Intellectual Property Issues

Environmental, Regulatory, and Ethical Issues

Segmentation, Targeting, and Positioning

The Communication Process and Consumer Behavior

The Role of Persuasion in Integrated Marketing Communications

Objective Setting and Budgeting

Overview of Advertising Management

Effective and Creative Ad Messages

Traditional Advertising Media

Online and Mobile Advertising

Social Media

Direct Marketing and Other Media

Advertising Media: Planning and Analysis

Measuring Ad Message Effectiveness

Sales Promotion Overview and the Role of Trade Promotion

Consumer Sales Promotion: Sampling and Couponing

Consumer Sales Promotion: Premiums and Other Promotions

Public Relations,Word-of-Mouth Influence,and Sponsorships

Packaging, Point-of-Purchase Communications, and Signage

Personal Selling

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