Question 1

Source attractiveness consists of three interrelated components: similarity,friendliness,and liking.

Accepted Answer

A) True 
 B)False

Question 2

There is abundant evidence that subliminal advertising is a very effective technique for increasing sales volume.

Accepted Answer

A) True 
 B)False

Question 3

Marketers can enhance consumers' motivation to process brand information by using celebrities in the advertising.

Accepted Answer

A) True 
 B)False

Question 4

What can marketing communicators do to enhance consumers' motivation to process brand information?

Accepted Answer

A)  enhance the relevance of the brand to the self 
B)  enhance curiosity about the brand 
C)  repeat brand information 
D)  a and b only 
E)  a, b, and c 
A)  enhance the relevance of the brand to the self 
B)  enhance curiosity about the brand 
C)  repeat brand information 
D)  a and b only 
E)  a, b, and c

Question 5

Comparative advertising _____.

Accepted Answer

A)  is less effective than non-comparative ads in enhancing brand name recall 
B)  is perceived as somewhat more believable than non-comparative advertising 
C)  generates more purchases than noncomparative ads 
D)  generates less favorable attitudes toward the sponsoring brand 
E)  All of these are correct. 
A)  is less effective than non-comparative ads in enhancing brand name recall 
B)  is perceived as somewhat more believable than non-comparative advertising 
C)  generates more purchases than noncomparative ads 
D)  generates less favorable attitudes toward the sponsoring brand 
E)  All of these are correct.

Question 6

In general,novel messages are _____.

Accepted Answer

A)  unusual 
B)  distinctive 
C)  unpredictable 
D)  none of these 
E)  unusual, distinctive, and unpredictable 
A)  unusual 
B)  distinctive 
C)  unpredictable 
D)  none of these 
E)  unusual, distinctive, and unpredictable

Question 7

The target audience's perception of a spokesperson's expertise is more important than whether or not he or she actually is an expert.

Accepted Answer

A) True 
 B)False

Question 8

The most important factor considered by executives in the selection of a celebrity endorser is celebrity credibility.

Accepted Answer

A) True 
 B)False

Question 9

Humor is more successfully used with new rather than established products.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following is true regarding the source attribute of attractiveness?

Accepted Answer

A)  Attractiveness refers only to physical attractiveness. 
B)  Attractiveness and credibility are basically different labels for the same concept. 
C)  An endorser, although physically unattractive, may be perceived as attractive if consumers share a sense of similarity with him or her. 
D)  Attractiveness is a far more important attribute for a celebrity to possess than is credibility. 
E)  An endorser must be considered physically attractive, well-respected, and perceived as similar to the audience to be effective. 
A)  Attractiveness refers only to physical attractiveness. 
B)  Attractiveness and credibility are basically different labels for the same concept. 
C)  An endorser, although physically unattractive, may be perceived as attractive if consumers share a sense of similarity with him or her. 
D)  Attractiveness is a far more important attribute for a celebrity to possess than is credibility. 
E)  An endorser must be considered physically attractive, well-respected, and perceived as similar to the audience to be effective.

Question 11

The act of portraying more than one typical-person in an advertisement increases the likelihood of _____.

Accepted Answer

A)  generating higher levels of message involvement 
B)  generating greater message-related thoughts 
C)  favorably influencing attitudes 
D)  a and b only 
E)  a, b, and c 
A)  generating higher levels of message involvement 
B)  generating greater message-related thoughts 
C)  favorably influencing attitudes 
D)  a and b only 
E)  a, b, and c

Question 12

_____ refers to the honesty,integrity,and believability of a source.

Accepted Answer

A)  Trustworthiness 
B)  Attractiveness 
C)  Credibility 
D)  Values 
E)  Expertise 
A)  Trustworthiness 
B)  Attractiveness 
C)  Credibility 
D)  Values 
E)  Expertise

Question 13

The theory of psychological reactance helps explain why fear appeals in advertising work.

Accepted Answer

A) True 
 B)False

Question 14

Name and describe the three subcomponents of the general concept of attractiveness,and explain why each is important.

Accepted Answer

The three subcomponents of the general c

Question 15

An endorser who is perceived as an expert on a given subject is more persuasive in changing audience opinions pertaining to his or her area of expertise than an endorser who is not perceived as possessing the same characteristic.

Accepted Answer

A) True 
 B)False

Question 16

What is funny in one region of a country will generally be funny in another region.

Accepted Answer

A) True 
 B)False

Question 17

Depending on the targeted audience,the effectiveness of a fear appeal is often related to its level of intensity.

Accepted Answer

A) True 
 B)False

Question 18

The three subcomponents of the general concept of attractiveness are _____.

Accepted Answer

A)  intelligence, familiarity, and liking 
B)  physical attractiveness, familiarity, and intelligence 
C)  similarity, familiarity, and sense of humor 
D)  physical attractiveness, respect, and similarity 
E)  sense of humor, similarity, and liking 
A)  intelligence, familiarity, and liking 
B)  physical attractiveness, familiarity, and intelligence 
C)  similarity, familiarity, and sense of humor 
D)  physical attractiveness, respect, and similarity 
E)  sense of humor, similarity, and liking

Question 19

Involuntary attention requires little or no effort on the part of a receiver.

Accepted Answer

A) True 
 B)False

Question 20

Appeals to guilt in advertisements have been found to be ineffective even if advertisements containing guilt appeals are perceived as credible.

Accepted Answer

A) True 
 B)False

Exam 11: Endorsers and Message Appeals in Advertising

Source attractiveness consists of three interrelated components: similarity,friendliness,and liking.

There is abundant evidence that subliminal advertising is a very effective technique for increasing sales volume.

Marketers can enhance consumers' motivation to process brand information by using celebrities in the advertising.

What can marketing communicators do to enhance consumers' motivation to process brand information?

Comparative advertising _____.

In general,novel messages are _____.

The target audience's perception of a spokesperson's expertise is more important than whether or not he or she actually is an expert.

The most important factor considered by executives in the selection of a celebrity endorser is celebrity credibility.

Humor is more successfully used with new rather than established products.

Which of the following is true regarding the source attribute of attractiveness?

The act of portraying more than one typical-person in an advertisement increases the likelihood of _____.

_____ refers to the honesty,integrity,and believability of a source.

The theory of psychological reactance helps explain why fear appeals in advertising work.

Name and describe the three subcomponents of the general concept of attractiveness,and explain why each is important.

An endorser who is perceived as an expert on a given subject is more persuasive in changing audience opinions pertaining to his or her area of expertise than an endorser who is not perceived as possessing the same characteristic.

What is funny in one region of a country will generally be funny in another region.

Depending on the targeted audience,the effectiveness of a fear appeal is often related to its level of intensity.

The three subcomponents of the general concept of attractiveness are _____.

Involuntary attention requires little or no effort on the part of a receiver.

Appeals to guilt in advertisements have been found to be ineffective even if advertisements containing guilt appeals are perceived as credible.

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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