Exam 11: Endorsers and Message Appeals in Advertising

Laurie was influenced to purchase a set of children's books and tapes from an infomercial that used Angela Lansbury,an actress that played a murder mystery writer in a television series called Murder She Wrote,as the endorser.Actually,Ms.Lansbury presented the entire sales pitch and discussed the merits of the product.Laurie perceived Ms.Lansbury to be honest and believable.Which attribute of endorser credibility does this represent?

Margaret notices a television commercial because of the loud sounds.This is an example of _____.

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

For the most part,the willingness of advertisers to make significant monetary investments in celebrity endorsers for their products has been justified.

There is some evidence that a matchup between endorser and audience similarity is especially important when the product or service in question is one where audience members are _____ in terms of their taste and attribute preferences.

Humorous ads are more effective than nonhumorous ads only when consumers' evaluations of the advertised brand are already positive.

Evelyn is the advertising director of a chain of health clubs.She is putting together an advertisement,and she wants to enhance the consumers' opportunity to encode information.The best way to accomplish this objective would be to _____.

In addition to Q Scores,_____ is(are)used to determine whether a prospective celebrity endorser matches well with the brand image and its intended target market.

Athletes are considered to possess attractiveness because they project knowledge and expertise when endorsing a product.

Which of the following is FALSE regarding the use of humor in advertising?

Marketers can enhance the consumers' ability to access knowledge structures by employing verbal framing.

A marketer who is using colorful ads is enhancing the consumers' _____.

Marketers can enhance the consumers' ability to access knowledge structures by _____.

Comparative advertising is better than noncomparative ads in enhancing brand name recall.

When consumers are attracted to stimuli that supply relevant facts and figures,they are interested in meeting their _____ needs.

Explain the significance of the theory of psychological reactance.

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

When Josh was seventeen,he killed a family of four in a drunk driving accident.As part of his community service,Josh goes around to high schools telling other teens about the terrible thing he did in an attempt to prevent them from doing the same thing.Based on this information,why do you think Josh is considered an attractive source for this type of message?

Marketers can enhance consumers' opportunity to encode information by repeating the ad on multiple occasions.

_____ attention requires very little effort on the part of the receiver.