Question 1

Consumers are more likely to adopt an attitude or undertake an action when a likable person promotes that action.

Accepted Answer

A) True 
 B)False

Question 2

When a person willfully notices a stimulus,_____ has occurred.

Accepted Answer

A)  exposure 
B)  comprehension 
C)  voluntary attention 
D)  nonvoluntary attention 
E)  persuasion 
A)  exposure 
B)  comprehension 
C)  voluntary attention 
D)  nonvoluntary attention 
E)  persuasion

Question 3

A performer's Q score is a function of _____.

Accepted Answer

A)  likability and attractiveness 
B)  expertise and trustworthiness 
C)  familiarity and popularity 
D)  physical attractiveness and popularity 
E)  familiarity and respect 
A)  likability and attractiveness 
B)  expertise and trustworthiness 
C)  familiarity and popularity 
D)  physical attractiveness and popularity 
E)  familiarity and respect

Question 4

The secret to facilitating encoding is _____.

Accepted Answer

A)  repetition 
B)  heuristics 
C)  hedonism 
D)  motivation 
E)  novelty 
A)  repetition 
B)  heuristics 
C)  hedonism 
D)  motivation 
E)  novelty

Question 5

One factor to consider in choosing a celebrity endorser is the number of brands the celebrity is endorsing.This is referred to as the _____ factor.

Accepted Answer

A)  trouble 
B)  saturation 
C)  celebrity and brand matchup 
D)  credibility 
E)  Q-score 
A)  trouble 
B)  saturation 
C)  celebrity and brand matchup 
D)  credibility 
E)  Q-score

Question 6

Marketers can enhance the consumers' opportunity to encode information by _____.

Accepted Answer

A)  using loud music 
B)  using colorful ads 
C)  repeating brand information 
D)  employing verbal framing 
E)  increasing curiosity about the brand 
A)  using loud music 
B)  using colorful ads 
C)  repeating brand information 
D)  employing verbal framing 
E)  increasing curiosity about the brand

Question 7

A performer's Q Score is calculated by taking his or her popularity percentage divided by the familiarity percentage.

Accepted Answer

A) True 
 B)False

Question 8

Marketers can enhance consumers' motivation to attend to a message by _____.

Accepted Answer

A)  increasing curiosity about the brand 
B)  repeating the ad on multiple occasions 
C)  employing verbal framing 
D)  appealing to hedonistic needs 
E)  using concretizations 
A)  increasing curiosity about the brand 
B)  repeating the ad on multiple occasions 
C)  employing verbal framing 
D)  appealing to hedonistic needs 
E)  using concretizations

Question 9

Humor can detract from or enhance the message content of an advertisement.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following statements is true concerning comparative advertising?

Accepted Answer

A)  Comparative advertising generates fewer purchases than noncomparative ads. 
B)  Noncomparative advertising is better than comparative ads in promoting recall of message arguments. 
C)  Comparative advertising generates stronger intentions to purchase the sponsored brand. 
D)  Comparative advertising is particularly effective for promoting brands that do not possess distinct advantages relative to competitive brands. 
E)  Comparative advertising is no better than noncomparative advertising in enhancing brand name recall. 
A)  Comparative advertising generates fewer purchases than noncomparative ads. 
B)  Noncomparative advertising is better than comparative ads in promoting recall of message arguments. 
C)  Comparative advertising generates stronger intentions to purchase the sponsored brand. 
D)  Comparative advertising is particularly effective for promoting brands that do not possess distinct advantages relative to competitive brands. 
E)  Comparative advertising is no better than noncomparative advertising in enhancing brand name recall.

Question 11

Research has shown that music appears to be effective in creating customer moods and stimulating buying preferences and choices.

Accepted Answer

A) True 
 B)False

Question 12

An example of embedding would be _____.

Accepted Answer

A)  using attractive models to sell cosmetics 
B)  using nudity to sell liquor 
C)  airbrushing a word in a magazine advertisement 
D)  using sexual themes to sell coffee 
E)  depicting several people in an advertisement 
A)  using attractive models to sell cosmetics 
B)  using nudity to sell liquor 
C)  airbrushing a word in a magazine advertisement 
D)  using sexual themes to sell coffee 
E)  depicting several people in an advertisement

Question 13

Which of the following statements is FALSE concerning comparative advertising?

Accepted Answer

A)  Comparative advertising generates fewer purchases than noncomparative ads. 
B)  Comparative advertising is better than noncomparative ads in enhancing brand name recall. 
C)  Comparative advertising is seen as somewhat less believable than non-comparative advertising. 
D)  Comparative advertising generates stronger intentions to purchase the sponsored brand. 
E)  Comparative advertising is particularly effective for promoting brands that possess distinct advantages relative to competitive brands. 
A)  Comparative advertising generates fewer purchases than noncomparative ads. 
B)  Comparative advertising is better than noncomparative ads in enhancing brand name recall. 
C)  Comparative advertising is seen as somewhat less believable than non-comparative advertising. 
D)  Comparative advertising generates stronger intentions to purchase the sponsored brand. 
E)  Comparative advertising is particularly effective for promoting brands that possess distinct advantages relative to competitive brands.

Question 14

When a consumer finds something in an endorser that they consider attractive,persuasion occurs through an identification process.

Accepted Answer

A) True 
 B)False

Question 15

The manager of the Fifth String,a music shop,notices that young male customers often loiter in front of sexy posters of female vocalists.What role does sex appeal play in this instance?

Accepted Answer

A)  enhances recall 
B)  attracts and holds attention 
C)  elicits emotional identification 
D)  acts as subliminal cue 
E)  encourages larger purchases 
A)  enhances recall 
B)  attracts and holds attention 
C)  elicits emotional identification 
D)  acts as subliminal cue 
E)  encourages larger purchases

Question 16

Appeals to fears in advertising identify the negative consequences of _____.

Accepted Answer

A)  not using the advertised brand 
B)  engaging in unsafe behavior 
C)  spending too much money for a product 
D)  a and b only 
E)  a, b, and c 
A)  not using the advertised brand 
B)  engaging in unsafe behavior 
C)  spending too much money for a product 
D)  a and b only 
E)  a, b, and c

Question 17

Assume that a magazine advertisement contains the word "SEX" airbrushed at various points in the advertisement.This graphic is visible,but cleverly hidden.This is an application of _____.

Accepted Answer

A)  subliminal seduction 
B)  embedding 
C)  sensationalism 
D)  trick photography 
E)  Freudian messaging 
A)  subliminal seduction 
B)  embedding 
C)  sensationalism 
D)  trick photography 
E)  Freudian messaging

Question 18

Matchup between spokesperson and audience similarity is especially important when the product or service in question is one where audience members are heterogeneous in terms of their taste and attribute preferences.

Accepted Answer

A) True 
 B)False

Question 19

A performer's _____ is that person's popularity percentage divided by the familiarity percentage.

Accepted Answer

A)  Q score 
B)  popularity index 
C)  credibility rating 
D)  attractiveness rating 
E)  celebrity score 
A)  Q score 
B)  popularity index 
C)  credibility rating 
D)  attractiveness rating 
E)  celebrity score

Question 20

Comparative advertising generates fewer purchases than noncomparative ads.

Accepted Answer

A) True 
 B)False

Exam 11: Endorsers and Message Appeals in Advertising

Consumers are more likely to adopt an attitude or undertake an action when a likable person promotes that action.

When a person willfully notices a stimulus,_____ has occurred.

A performer's Q score is a function of _____.

The secret to facilitating encoding is _____.

One factor to consider in choosing a celebrity endorser is the number of brands the celebrity is endorsing.This is referred to as the _____ factor.

Marketers can enhance the consumers' opportunity to encode information by _____.

A performer's Q Score is calculated by taking his or her popularity percentage divided by the familiarity percentage.

Marketers can enhance consumers' motivation to attend to a message by _____.

Humor can detract from or enhance the message content of an advertisement.

Which of the following statements is true concerning comparative advertising?

Research has shown that music appears to be effective in creating customer moods and stimulating buying preferences and choices.

An example of embedding would be _____.

Which of the following statements is FALSE concerning comparative advertising?

When a consumer finds something in an endorser that they consider attractive,persuasion occurs through an identification process.

The manager of the Fifth String,a music shop,notices that young male customers often loiter in front of sexy posters of female vocalists.What role does sex appeal play in this instance?

Appeals to fears in advertising identify the negative consequences of _____.

Assume that a magazine advertisement contains the word "SEX" airbrushed at various points in the advertisement.This graphic is visible,but cleverly hidden.This is an application of _____.

Matchup between spokesperson and audience similarity is especially important when the product or service in question is one where audience members are heterogeneous in terms of their taste and attribute preferences.

A performer's _____ is that person's popularity percentage divided by the familiarity percentage.

Comparative advertising generates fewer purchases than noncomparative ads.

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

Filters