Question 1

What major issues regarding the selection of an endorser might executives of corporations consider before making an offer?

Accepted Answer

Advertising executives use a variety of

Question 2

Whether sexual content elicits a positive or negative reaction depends on the _____.

Accepted Answer

A)  appropriateness or relevance of the sexual content 
B)  explicitness of the sexual content 
C)  number of people portrayed in the sexual content 
D)  the seductiveness of the sexual content 
E)  extent of nudity in the sexual content 
A)  appropriateness or relevance of the sexual content 
B)  explicitness of the sexual content 
C)  number of people portrayed in the sexual content 
D)  the seductiveness of the sexual content 
E)  extent of nudity in the sexual content

Question 3

When the receiver finds something in an endorser that they consider attractive,persuasion occurs through a process of _____.

Accepted Answer

A)  identification 
B)  externalization 
C)  normalization 
D)  internalization 
E)  habituation 
A)  identification 
B)  externalization 
C)  normalization 
D)  internalization 
E)  habituation

Question 4

Which communication function do many advertising practitioners and scholars think music performs?

Accepted Answer

A)  attracting attention 
B)  putting consumers in a positive mood 
C)  making consumers more receptive to message arguments 
D)  communicating meanings about advertised products 
E)  All of these are correct. 
A)  attracting attention 
B)  putting consumers in a positive mood 
C)  making consumers more receptive to message arguments 
D)  communicating meanings about advertised products 
E)  All of these are correct.

Question 5

Comparative advertising is particularly effective for promoting brands that _____.

Accepted Answer

A)  are new to the market 
B)  have technological advances included in their features 
C)  are in the decline stage of the product life cycle 
D)  have been introduced to the market with sales promotion 
E)  possess distinct advantages relative to competitive brands 
A)  are new to the market 
B)  have technological advances included in their features 
C)  are in the decline stage of the product life cycle 
D)  have been introduced to the market with sales promotion 
E)  possess distinct advantages relative to competitive brands

Question 6

Research has shown that _____ does a better job of assessing consumers' beliefs after their exposure to comparative advertisements.

Accepted Answer

A)  perceptual mapping 
B)  relative framing 
C)  concretization 
D)  subjective framing 
E)  nonrelative framing 
A)  perceptual mapping 
B)  relative framing 
C)  concretization 
D)  subjective framing 
E)  nonrelative framing

Question 7

Humor _____.

Accepted Answer

A)  enhances the likelihood that the brand is perceived positively, but not the advertisement 
B)  can be used in the same way from one region of a country to another 
C)  offers an advantage over nonhumor at increasing persuasion 
D)  enhances source credibility 
E)  is more successfully used with established rather than new products 
A)  enhances the likelihood that the brand is perceived positively, but not the advertisement 
B)  can be used in the same way from one region of a country to another 
C)  offers an advantage over nonhumor at increasing persuasion 
D)  enhances source credibility 
E)  is more successfully used with established rather than new products

Question 8

Sexist ads use sexual imagery or suggestiveness.

Accepted Answer

A) True 
 B)False

Question 9

_____ involves presenting people with single words or images at a speed that is below the conscious threshold.

Accepted Answer

A)  Focused attention 
B)  Imagery 
C)  Peripheral cues 
D)  Subliminal priming 
E)  Novelty 
A)  Focused attention 
B)  Imagery 
C)  Peripheral cues 
D)  Subliminal priming 
E)  Novelty

Question 10

Evidence suggests that the use of explicit sexual illustrations in advertisements may interfere with consumers' processing of message _____ and reduce message _____.

Accepted Answer

A)  appeals; impact 
B)  arguments; comprehension 
C)  features; success 
D)  cues; appropriateness 
E)  complexity; gestalt 
A)  appeals; impact 
B)  arguments; comprehension 
C)  features; success 
D)  cues; appropriateness 
E)  complexity; gestalt

Question 11

Expertise refers to the knowledge,experience,or skills possessed by an endorser as they relate to the communications topic.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following is a form of subliminal stimulation?

Accepted Answer

A)  presenting visual stimuli at a very rapid rate by means of a device called a tachistoscope 
B)  accelerated speech in auditory messages 
C)  embedding of hidden symbols in print advertisements 
D)  a and b only 
E)  a, b, and c 
A)  presenting visual stimuli at a very rapid rate by means of a device called a tachistoscope 
B)  accelerated speech in auditory messages 
C)  embedding of hidden symbols in print advertisements 
D)  a and b only 
E)  a, b, and c

Question 13

Assume that John,a highly credible music critic,gives a rave review of a new album by the Corrs and that consumers form a positive attitude toward the album.In this instance,attitude is formed through the psychological process of _____.

Accepted Answer

A)  compliance 
B)  conditional 
C)  identification 
D)  subconscious 
E)  internalization 
A)  compliance 
B)  conditional 
C)  identification 
D)  subconscious 
E)  internalization

Question 14

The more similar a spokesperson's ethnicity is to the intended audience's ethnicity,the more trustworthiness is likely to be enhanced.

Accepted Answer

A) True 
 B)False

Question 15

When consumers perceive a celebrity endorser to be attractive,they are likely to _____.

Accepted Answer

A)  identify with endorser 
B)  adopt the endorser's attitudes 
C)  adopt the endorser's behaviors 
D)  a and b only 
E)  a, b, and c 
A)  identify with endorser 
B)  adopt the endorser's attitudes 
C)  adopt the endorser's behaviors 
D)  a and b only 
E)  a, b, and c

Question 16

The effects of humor can differ due to differences in audience characteristics.

Accepted Answer

A) True 
 B)False

Question 17

The appropriate influence strategy depends both on _____.

Accepted Answer

A)  brand characteristics and positioning 
B)  chosen media and messag4e appeal 
C)  consumer benefits sought and client requirements 
D)  information requirements and consumer involvement level 
E)  consumer characteristics and brand strengths 
A)  brand characteristics and positioning 
B)  chosen media and messag4e appeal 
C)  consumer benefits sought and client requirements 
D)  information requirements and consumer involvement level 
E)  consumer characteristics and brand strengths

Question 18

In considering celebrity endorsers,brand managers must perform _____ to determine whether a more expensive celebrity can be justified in terms of a proportionately greater return on investment.

Accepted Answer

A)  qualitative research 
B)  Q-rating tests 
C)  a cost-benefit analysis 
D)  a credibility analysis. 
E)  a focus group. 
A)  qualitative research 
B)  Q-rating tests 
C)  a cost-benefit analysis 
D)  a credibility analysis. 
E)  a focus group.

Question 19

_____ refers to the presentation of stimuli at a rate or level that is below the conscious threshold of awareness.

Accepted Answer

A)  Subconscious 
B)  Embedded 
C)  Subliminal 
D)  Subsurface 
E)  Accelerated 
A)  Subconscious 
B)  Embedded 
C)  Subliminal 
D)  Subsurface 
E)  Accelerated

Question 20

Airbrushing a word on a picture in a magazine advertisement is an example of using embedding.

Accepted Answer

A) True 
 B)False

Exam 11: Endorsers and Message Appeals in Advertising

What major issues regarding the selection of an endorser might executives of corporations consider before making an offer?

Whether sexual content elicits a positive or negative reaction depends on the _____.

When the receiver finds something in an endorser that they consider attractive,persuasion occurs through a process of _____.

Which communication function do many advertising practitioners and scholars think music performs?

Comparative advertising is particularly effective for promoting brands that _____.

Research has shown that _____ does a better job of assessing consumers' beliefs after their exposure to comparative advertisements.

Humor _____.

Sexist ads use sexual imagery or suggestiveness.

_____ involves presenting people with single words or images at a speed that is below the conscious threshold.

Evidence suggests that the use of explicit sexual illustrations in advertisements may interfere with consumers' processing of message _____ and reduce message _____.

Expertise refers to the knowledge,experience,or skills possessed by an endorser as they relate to the communications topic.

Which of the following is a form of subliminal stimulation?

Assume that John,a highly credible music critic,gives a rave review of a new album by the Corrs and that consumers form a positive attitude toward the album.In this instance,attitude is formed through the psychological process of _____.

The more similar a spokesperson's ethnicity is to the intended audience's ethnicity,the more trustworthiness is likely to be enhanced.

When consumers perceive a celebrity endorser to be attractive,they are likely to _____.

The effects of humor can differ due to differences in audience characteristics.

The appropriate influence strategy depends both on _____.

In considering celebrity endorsers,brand managers must perform _____ to determine whether a more expensive celebrity can be justified in terms of a proportionately greater return on investment.

_____ refers to the presentation of stimuli at a rate or level that is below the conscious threshold of awareness.

Airbrushing a word on a picture in a magazine advertisement is an example of using embedding.

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

Evidence suggests that the use of explicit sexual illustrations in advertisements may interfere with consumers' processing of message _ and reduce message _.