Deck 9: Communication and Consumer Behavior

Question 1

Upper-level executives at one's place of employment whose lifestyle,clothing,and other possessions appear to be admired and worthy of imitation by a person holding a lower managerial position constitute a(n)________ group.

A) comparative
B) normative
C) membership
D) informal
E) symbolic

Answer 1

A

Question 2

The ________ of formal marketing communications is likely to be a targeted prospect or a customer.

A) sender
B) feedback
C) marketer
D) receiver
E) medium

Answer 2

D

Question 3

________ reference groups influence broadly defined values or behavior.

A) Comparative
B) Normative
C) Membership
D) Informal
E) Symbolic

Answer 3

B

Question 4

A group to which a person either belongs or would qualify to belong to is called a(n)________ group.

A) comparative
B) normative
C) membership
D) informal
E) symbolic

Question 5

A child's immediate family is a ________ group that plays an important role in molding the child's general consumer values and behavior.

A) comparative
B) normative
C) membership
D) informal
E) symbolic

Question 6

Which of the following is an example of a formal communications source?

A) a parent
B) a friend
C) a hospital
D) a work colleague
E) a doctor

Question 7

The transmission of a message from a sender to a receiver via a medium of transmission is known as ________.

A) feedback
B) stimulation
C) communication
D) transfer
E) expression

Question 8

The ________ affects the ________ of the message.

A) credibility of the sender; encoding
B) credibility of the marketer; visual impact
C) credibility of the source; decoding
D) credibility of the receiver; decoding
E) credibility of the feedback; decoding

Question 9

A(n)________ group is one in which an individual is not likely to receive membership,despite acting like a member by adopting the group's values,attitudes,and behavior.

A) comparative
B) normative
C) membership
D) informal
E) symbolic

Question 10

Bill is an avid coin collector and belongs to a coin collectors' club,receiving a monthly magazine and invitations to exclusive events.This coin collectors' club is an example of a(n)________ group.

A) comparative
B) normative
C) membership
D) informal
E) symbolic

Question 11

The key factor underlying the persuasive impact of a personal or interpersonal message received from either a formal or informal source is ________.

A) the number of times the message is sent
B) the source's credibility
C) the number of times the message is received
D) the type of broadcast medium used
E) the extent to which the receiver's peers understand the message

Question 12

________ are groups that serve as frames of reference for individuals in their consumption decisions because they are perceived as credible sources.

A) Normative groups
B) Formal groups
C) Interpersonal groups
D) Reference groups
E) Informal groups

Question 13

The ________ is the initiator of communication.

A) feedback
B) receiver
C) medium
D) message
E) sender

Question 14

Professional tennis players may constitute a(n)________ group for an amateur tennis player who identifies with certain players by imitating their behavior whenever possible despite the fact that the amateur tennis player does not qualify for membership as a professional tennis player because he has neither the skills nor the opportunity to compete professionally.

A) comparative
B) normative
C) membership
D) informal
E) symbolic

Question 15

The sources of ________ are organizations that develop and transmit appropriate messages through their marketing departments,advertising or public relations agencies,and spokespersons.

A) informal communication
B) word-of-mouth communication
C) interpersonal communication
D) impersonal communication
E) intrapersonal communication

Question 16

The medium or communication channel can be impersonal,like ________,or interpersonal,like ________.

A) telephone conversations with a salesperson; mass media
B) a face to face conversation with a salesperson; print media
C) billboards; an online chat with a salesperson
D) mass media; newspaper ad
E) a radio advertisement; a television advertisement

Question 17

________ reference groups serve as benchmarks for specific or narrowly defined attitudes or behavior.

A) Comparative
B) Normative
C) Membership
D) Informal
E) Symbolic

Question 18

Most persuasive messages are in the form of ________.

A) nontraditional media
B) facial expressions
C) verbal statements
D) body language
E) nonverbal forms of communication

Question 19

In addition to the four basic components of sender,receiver,medium,and message,________ is the fifth essential component of communication.

A) stimulation
B) feedback
C) transfer
D) expression
E) creativity

Question 20

Which of the following is an example of an informal communications source?

A) a person you start a conversation with about a cell phone at an airport
B) a travel agent
C) an airline
D) an athletic coach
E) a hospital

Question 21

The theory of ________ suggests that the memory of a negative cue,such as a low-credibility source,simply decays faster than the memory of the message itself,leaving behind the primary message content.

A) the sleeper effect
B) advertising wearout
C) disassociation
D) differential decay
E) the dissipation effect

Question 22

Past performance and reputation of the brand,and the image and attractiveness of the spokesperson used are all factors on which ________ is judged.

A) brand appeal
B) advertising creativity
C) source credibility
D) endorser credibility
E) advertisement acceptability

Question 23

A campaign for a new brand of flavored Vodka uses actors or models to visit bars and nightclubs and order martinis made with the new brand.The actors or models appear as if they are ordering a well-established fad drink,while the real objective is to create a new drink.This is an example of ________.

A) buzz marketing
B) viral marketing
C) branded marketing
D) opinion leadership
E) publicity

Question 24

Opinion leadership tends to be ________.

A) brand specific
B) price-point specific
C) universal
D) category specific
E) culturally specific

Question 25

The key basis for message credibility is ________.

A) the ability of the product, service, or brand, to deliver consistent quality, value, and satisfaction to consumers
B) the medium in which the message is delivered
C) the time of day at which the message is delivered
D) the synergies between the brand spokesperson and the product itself
E) the rate of repetition of the advertisement

Question 26

________ is designed to promote a favorable company image rather than to promote specific products.

A) Publicity
B) Endorsement
C) Umbrella branding
D) Institutional advertising
E) Word of mouth

Question 27

________ are considered expert informal sources of information.

A) Salespeople
B) Consumer Reports
C) Opinion leaders
D) Spokespeople
E) Buzz agents

Question 28

Individuals who experience ________ often try to alleviate their uncertainty by convincing others to make a similar purchase to reassure themselves of their product choice.

A) gratification
B) satisfaction
C) postpurchase dissonance
D) positive reinforcement
E) opinion leadership

Question 29

________ are persistent critics of marketers who initiate bad publicity online.

A) Salespeople
B) Avid consumers
C) Righteous consumers
D) Determined detractors
E) Market mavens

Question 30

The phenomenon known as the ________ suggests that both positive and negative credibility effects external to the message itself tend to disappear after six weeks or so.

A) decay effect
B) advertising wearout effect
C) disassociation effect
D) sleeper effect
E) dissipation effect

Question 31

________ consists of encouraging individuals to pass on an e-mail message to others,thus creating the potential for exponential growth in the message's exposure and influence.

A) Buzz marketing
B) Viral marketing
C) Branded marketing
D) Opinion leadership
E) Publicity

Question 32

Which of the following statements is true about spokespeople?

A) When message comprehension is low, the expertise of the spokesperson has little impact on the receiver's attitude.
B) A physically attractive model always enhances message credibility.
C) Consumers with strong ethnic identities are more likely to be persuaded by endorsers with similar ethnicity than individuals with weaker ethnic identities.
D) The endorser's credibility substitutes for corporate credibility, therefore, companies are sure to hire highly credible spokespeople to overcome the lacking credibility of the company itself.
E) As long as a celebrity is giving the testimonial, it doesn't matter whether or not the specific wording of the endorsement lies within the recognized competence of the spokesperson.

Question 33

The key characteristic of the influence associated with opinion leadership is that ________.

A) it is interpersonal and formal and takes place between two or more people, none of whom represents a commercial selling source that would gain directly from the sale of something
B) it is impersonal and informal and takes place between two or more people, none of whom represents a commercial selling source that would gain directly from the sale of something
C) it is interpersonal and informal and takes place between two or more people, none of whom represents a commercial selling source that would gain directly from the sale of something
D) it is impersonal and formal and takes place between two or more people, none of whom represents a commercial selling source that would gain directly from the sale of something
E) it is interpersonal and informal and takes place between two or more people, one of whom represents a commercial selling source that would gain directly from the sale of something

Question 34

A mention of the product ________ yields great confidence in the message.

A) by a trained salesperson
B) by a parent
C) in the mass media
D) in an editorial context
E) on the internet

Question 35

Firms with established reputations generally have an easier time selling their products than do firms with lesser reputations.The ability of a quality image to invoke credibility is one of the reasons for the growth of ________.

A) large corporations
B) non-profit organizations
C) family brands
D) product licensing
E) advertising creativity

Question 36

Buzz agents may be enlisted by firms in an attempt to initiate ________.

A) a word-of-mouth campaign
B) impersonal communication
C) brand credibility
D) opinion leadership
E) publicity

Question 37

Wholesalers,distributors and retailers are examples of ________ audiences.

A) unintended
B) target
C) intermediary
D) consumer
E) optional

Question 38

The process by which one person informally influences the actions or attitudes of others is known as ________.

A) targeting
B) positioning
C) opinion leadership
D) referencing
E) blogging

Question 39

People who are not specifically targeted by the sender but are exposed to the message anyway are considered ________.

A) target audiences
B) unintended audiences
C) intended audiences
D) intermediary audiences
E) professional audiences

Question 40

A(n)________ is a personal online journal which also includes comments entered by the readers

A) editorial
B) sales pitch
C) marketing message
D) blog
E) social network

Question 41

________ is defined as wordplay,often used to create a double meaning used in combination with a relevant picture.

A) Psychological noise
B) Involvement theory
C) Advertising resonance
D) Message framing
E) Comparative advertising

Question 42

Competing advertising messages and distracting thoughts are types of ________.

A) perceptual blocking
B) selective exposure
C) roadblocking
D) psychological noise
E) branded entertainment

Question 43

Immediate feedback is the factor that makes ________ so effective.

A) impersonal messages
B) mass marketing
C) television advertising
D) print advertising
E) personal selling

Question 44

Logos or symbols that are associated exclusively with a given product and achieve high recognition are examples of ________.

A) verbal information
B) intuitive information
C) feedback information
D) mediated information
E) nonverbal information

Question 45

In advertising,when Advil compares its benefits to Motrin IB as a pain killer,this is an example of ________.

A) positive message framing
B) comparative advertising
C) the central route to persuasion
D) advertising resonance
E) two-sided messaging

Question 46

________ possess a wide range of information about many different types of products,retail outlets,and other dimensions of markets.They initiate discussions with other consumers,respond to requests for market information,and like to shop and share their shopping expertise with others.

A) Market mavens
B) Fixated consumers
C) Opinion leaders
D) Dedicated detractors
E) Devotees

Question 47

The ability to reach exclusively intended audiences is known as ________.

A) consumer profiling
B) psychological noise
C) audience profiling
D) targeting precision
E) persuasion effectiveness

Question 48

The best and most effective way to ensure that a promotional message stands out and is received and decoded appropriately by the target audience is through ________.

A) repetition of ads.
B) using contrast to break through the clutter.
C) using teasers by broadcasters to keep audiences tuned in.
D) effective positioning
E) use of celebrity endorsers

Question 49

Receivers decode the messages they receive on the basis of ________.

A) the framing of the advertisement
B) their personal experiences and personal characteristics
C) their involvement with the product
D) the sleeper effect
E) the primacy effect

Question 50

Only through ________ can the sender of a message determine whether and how well the message was received.

A) creative use of media
B) specifically identifying the target market
C) feedback
D) the sales response
E) receivers' facial expressions and body language

Question 51

In order to assess whether respondents like a message,understand it correctly,and regard it as effective and persuasive,researchers generally use ________.

A) psychological noise
B) interpersonal feedback
C) perceptual defense
D) attitudinal measures
E) impersonal messages

Question 52

Consumers with low involvement with the advertised product would respond best to which of the following scenarios?

A) A humorous ad for dish soap during a TV sitcom
B) A serious ad for pharmaceuticals during a TV sitcom
C) A humorous ad for cookies during a serious TV documentary
D) A humorous ad for an automobile during a dramatic TV show
E) A serious ad for a charity during the TV showing of a humorous movie

Question 53

Photographs,illustrations and symbols are examples of ________ messages.

A) verbal
B) nonverbal
C) impersonal
D) interpersonal
E) direct

Question 54

Time shifting and channel surfing are ways consumers can practice ________ to avoid messages.

A) psychological noise
B) perceptual defense
C) selective exposure
D) self defense
E) roadblocking

Question 55

If the audience is friendly to the advertiser's products,initially favors the communicator's position,or if it is not likely to hear an opposing argument,then a ________ is most effective.If the audience is critical or unfriendly and well educated,then a ________ is likely to be more effective.

A) positive message frame; negative message frame
B) two-sided message; one-sided message
C) peripheral route to persuasion; central route to persuasion
D) negative message frame; positive message frame
E) one-sided message; two-sided message

Question 56

When the material presented first produces a greater effect than material presented later,this is known as the ________.When the material presented last produces a greater effect than material presented earlier,this is known as the ________.

A) central route to persuasion; peripheral route to persuasion
B) recency effect; primacy effect
C) primacy effect; recency effect
D) positive message framing; negative message framing
E) peripheral route to persuasion; central route to persuasion

Question 57

Advertisers develop ________ as a way to describe their target customers,including the specific media they read or watch.Media organizations develop ________ as a way to describe the consumers that use their media.

A) customer profiles; consumer profiles
B) consumer profiles; audience profiles
C) psychological profiles; perceptual profiles
D) audience profiles; customer profiles
E) audience profiles; consumer profiles

Question 58

________ are generally classified as print and broadcast.

A) Mass media
B) Interpersonal communications
C) Unintended audiences
D) Intermediary audiences
E) Marketing communications

Question 59

________ stresses the benefits to be gained by using a specific product,whereas ________ stresses the benefits to be lost by not using the product.

A) One-sided messaging; two-sided messaging
B) Positive message framing; negative message framing
C) The central route to persuasion; the peripheral route to persuasion
D) The peripheral route to persuasion; the central route to persuasion
E) Negative message framing; positive message framing

Question 60

Which of the following is true of sex in advertising?

A) Sexual themes in advertising encourage actual consumption behavior.
B) More product-related thinking occurs in response to sexual appeals than to nonsexual appeals.
C) Sexual appeals enhance message comprehension.
D) Visual sexual elements in an ad are more likely to be processed than its verbal content.
E) Sexual appeals positively impact the processing of message content.

Question 61

TISSUE MINI CASE: Paper Queen is a paper goods company that has recently come out with its own line of Kleenex-like face tissues.In order to promote its new product, Paper Queen has sponsored a Friday Night Tear-Jerker movie series for the month of April on local network television stations.During March, leading up to the movie series, Paper Queen advertised the upcoming event during the same time slot on a number of competing television stations in an effort to expose even channel surfers to its advertising.After the promotions started, Paper Queen measured the success of its advertising campaign based on the number of boxes of tissues it sold.
In the TISSUE MINI CASE,by sponsoring the Friday Night Tear-Jerker movie series,Paper Queen is advertising via ________.

A) product placement
B) celebrity endorsement
C) psychological noise
D) branded entertainment
E) positive message framing

Question 62

TISSUE MINI CASE: Paper Queen is a paper goods company that has recently come out with its own line of Kleenex-like face tissues.In order to promote its new product, Paper Queen has sponsored a Friday Night Tear-Jerker movie series for the month of April on local network television stations.During March, leading up to the movie series, Paper Queen advertised the upcoming event during the same time slot on a number of competing television stations in an effort to expose even channel surfers to its advertising.After the promotions started, Paper Queen measured the success of its advertising campaign based on the number of boxes of tissues it sold.
In the TISSUE MINI CASE,the way Paper Queen measured the effectiveness of its advertising is considered ________.

A) inferred feedback
B) sensitive feedback
C) direct feedback
D) generalized feedback
E) interpersonal feedback

Question 63

FOOT CREAM MINI CASE: Athlete's Aid is a foot cream designed to prevent athlete's foot with once-daily application after showering.Athlete's Aid advertising features Tom Brown, a well known football player, giving a testimonial on how effectively Athlete's Aid prevents athletes foot and the terrible foot smell associated with it.These television ads are placed at the end of the advertising series immediately before kick-off in a number of important games during the football season, with the ad repeated during the rest of the game.
In the FOOT CREAM MINI CASE,Athlete's Aid emphasizes the use of its product to prevent athlete's foot.This is an example of ________.

A) deceptive advertising
B) positive message framing
C) corrective advertising
D) comparative advertising
E) negative message framing

Question 64

HEADACHE MINI CASE: Fast Relief sells a pain killer that is especially effective on relieving headache pain.Under the slogan "If you really want to fix a problem, you have to use the right tools," Fast Relief advertising points out that while its tablets aren't as effective at relieving muscle pain as Cure-All, its leading competitor, clinical trials have shown that Fast Relief is 10 times more effective than the Cure-All at relieving headaches. At the beginning of the advertising spot, a woman is shown with her eyes shut tight and her hand pressed against her forehead. Over the course of the ad, the woman's face gradually relaxes and she begins to look relieved and comfortable.Fast Relief also advertises its products by having its tablets used by actors to relieve their headaches during popular television shows.
In the HEADACHE MINI CASE,the woman shown in the television ad demonstrates that Fast Relief is helping relieve her headache by using ________.

A) interpersonal communication
B) nonverbal cues
C) celebrity endorsement
D) corrective communication
E) verbal cues

Question 65

FOOT CREAM MINI CASE: Athlete's Aid is a foot cream designed to prevent athlete's foot with once-daily application after showering.Athlete's Aid advertising features Tom Brown, a well known football player, giving a testimonial on how effectively Athlete's Aid prevents athletes foot and the terrible foot smell associated with it.These television ads are placed at the end of the advertising series immediately before kick-off in a number of important games during the football season, with the ad repeated during the rest of the game.
In the FOOT CREAM MINI CASE,Athlete's Aid's placement of advertisements at the end of an advertising series is an attempt to take advantage of ________.

A) primacy effects
B) repetition
C) recency effects
D) positive message framing
E) advertising resonance

Question 66

While Revlon nail polish advertising is specifically targeted to women,men watching television may be exposed to nail polish commercials.In this case,men would be considered part of the unintended audience.

Question 67

A photograph or illustration conveys verbal messages.

Question 68

Radio is an example of an interpersonal medium.

Question 69

TISSUE MINI CASE: Paper Queen is a paper goods company that has recently come out with its own line of Kleenex-like face tissues.In order to promote its new product, Paper Queen has sponsored a Friday Night Tear-Jerker movie series for the month of April on local network television stations.During March, leading up to the movie series, Paper Queen advertised the upcoming event during the same time slot on a number of competing television stations in an effort to expose even channel surfers to its advertising.After the promotions started, Paper Queen measured the success of its advertising campaign based on the number of boxes of tissues it sold.
In the TISSUE MINI CASE,Paper Queen's advertising campaign delivery is best described as ________ communication.

A) formal, interpersonal
B) informal, interpersonal
C) interactive, interpersonal
D) formal, impersonal
E) informal, impersonal

Question 70

HEADACHE MINI CASE: Fast Relief sells a pain killer that is especially effective on relieving headache pain.Under the slogan "If you really want to fix a problem, you have to use the right tools," Fast Relief advertising points out that while its tablets aren't as effective at relieving muscle pain as Cure-All, its leading competitor, clinical trials have shown that Fast Relief is 10 times more effective than the Cure-All at relieving headaches. At the beginning of the advertising spot, a woman is shown with her eyes shut tight and her hand pressed against her forehead. Over the course of the ad, the woman's face gradually relaxes and she begins to look relieved and comfortable.Fast Relief also advertises its products by having its tablets used by actors to relieve their headaches during popular television shows.
In the HEADACHE MINI CASE,Fast Relief's practice of having its tablets appear during popular television shows is known as ________.

A) product placement
B) psychological noise
C) corrective advertising
D) branded entertainment
E) positive message framing

Question 71

FOOT CREAM MINI CASE: Athlete's Aid is a foot cream designed to prevent athlete's foot with once-daily application after showering.Athlete's Aid advertising features Tom Brown, a well known football player, giving a testimonial on how effectively Athlete's Aid prevents athletes foot and the terrible foot smell associated with it.These television ads are placed at the end of the advertising series immediately before kick-off in a number of important games during the football season, with the ad repeated during the rest of the game.
In the FOOT CREAM MINI CASE,________ is the sender of the message.

A) Tom Brown
B) Tom Brown's football team
C) the television stations that air the commercial
D) Athlete's Aid
E) the National Football Association

Question 72

TISSUE MINI CASE: Paper Queen is a paper goods company that has recently come out with its own line of Kleenex-like face tissues.In order to promote its new product, Paper Queen has sponsored a Friday Night Tear-Jerker movie series for the month of April on local network television stations.During March, leading up to the movie series, Paper Queen advertised the upcoming event during the same time slot on a number of competing television stations in an effort to expose even channel surfers to its advertising.After the promotions started, Paper Queen measured the success of its advertising campaign based on the number of boxes of tissues it sold.
In the TISSUE MINI CASE,Paper Queen measured the effectiveness of its advertising via the ________.

A) sleeper effect
B) primacy effect
C) sales effect
D) publicity effect
E) persuasion effect

Question 73

Unlike informal sources,the formal communications sources are typically considered to be more reliable sources of information because the sender is perceived as having nothing to gain from the receiver's subsequent actions.

Question 74

TISSUE MINI CASE: Paper Queen is a paper goods company that has recently come out with its own line of Kleenex-like face tissues.In order to promote its new product, Paper Queen has sponsored a Friday Night Tear-Jerker movie series for the month of April on local network television stations.During March, leading up to the movie series, Paper Queen advertised the upcoming event during the same time slot on a number of competing television stations in an effort to expose even channel surfers to its advertising.After the promotions started, Paper Queen measured the success of its advertising campaign based on the number of boxes of tissues it sold.
In the TISSUE MINI CASE,by sponsoring the Friday Night Tear-Jerker movie series,Paper Queen was the only advertiser to air ads during the movie.By removing competitive advertising from the consumer's TV-watching environment during the movie,Paper Queen was trying to minimize ________.

A) product placement
B) celebrity endorsement
C) psychological noise
D) branded entertainment
E) positive message framing

Question 75

FOOT CREAM MINI CASE: Athlete's Aid is a foot cream designed to prevent athlete's foot with once-daily application after showering.Athlete's Aid advertising features Tom Brown, a well known football player, giving a testimonial on how effectively Athlete's Aid prevents athletes foot and the terrible foot smell associated with it.These television ads are placed at the end of the advertising series immediately before kick-off in a number of important games during the football season, with the ad repeated during the rest of the game.
In the FOOT CREAM MINI CASE,the Athlete's Aid commercial is an example of ________ communication.

A) formal, interpersonal
B) informal, interpersonal
C) interactive, interpersonal
D) formal, impersonal
E) informal, impersonal

Question 76

Newspapers,magazines,and billboards are examples of print mass media.

Question 77

FOOT CREAM MINI CASE: Athlete's Aid is a foot cream designed to prevent athlete's foot with once-daily application after showering.Athlete's Aid advertising features Tom Brown, a well known football player, giving a testimonial on how effectively Athlete's Aid prevents athletes foot and the terrible foot smell associated with it.These television ads are placed at the end of the advertising series immediately before kick-off in a number of important games during the football season, with the ad repeated during the rest of the game.
In the FOOT CREAM MINI CASE,Tom Brown's testimonial about using Athlete's Aid to prevent athlete's foot,as opposed to having him list the medical justification for how the cream works,is an example of which of the following rules about the use of celebrity endorsers?

A) The marketer must ensure that the wording of the endorsement lies within the recognized competence of the spokesperson.
B) The endorser's credibility is not a substitute for corporate credibility
C) Endorsers who have demographic characteristics similar to those of the target audience are viewed as more credible and persuasive than those that do not.
D) When message comprehension is low, receivers rely on the spokesperson's credibility in forming attitudes toward the product.
E) The synergy between the endorser and the type of product or service advertised is an important factor.

Question 78

HEADACHE MINI CASE: Fast Relief sells a pain killer that is especially effective on relieving headache pain.Under the slogan "If you really want to fix a problem, you have to use the right tools," Fast Relief advertising points out that while its tablets aren't as effective at relieving muscle pain as Cure-All, its leading competitor, clinical trials have shown that Fast Relief is 10 times more effective than the Cure-All at relieving headaches. At the beginning of the advertising spot, a woman is shown with her eyes shut tight and her hand pressed against her forehead. Over the course of the ad, the woman's face gradually relaxes and she begins to look relieved and comfortable.Fast Relief also advertises its products by having its tablets used by actors to relieve their headaches during popular television shows.
In the HEADACHE MINI CASE,by pointing out that Fast Relief is not very effective at relieving muscle pain,the company is engaging in ________.

A) deceptive advertising
B) two-sided advertising
C) corrective advertising
D) comparative advertising
E) positive message framing

Question 79

HEADACHE MINI CASE: Fast Relief sells a pain killer that is especially effective on relieving headache pain.Under the slogan "If you really want to fix a problem, you have to use the right tools," Fast Relief advertising points out that while its tablets aren't as effective at relieving muscle pain as Cure-All, its leading competitor, clinical trials have shown that Fast Relief is 10 times more effective than the Cure-All at relieving headaches. At the beginning of the advertising spot, a woman is shown with her eyes shut tight and her hand pressed against her forehead. Over the course of the ad, the woman's face gradually relaxes and she begins to look relieved and comfortable.Fast Relief also advertises its products by having its tablets used by actors to relieve their headaches during popular television shows.
In the HEADACHE MINI CASE,Fast Relief outlines a side-by-side comparison between its pain reliever and that of Cure-All.This is known as ________

A) deceptive advertising
B) psychological noise
C) corrective advertising
D) branded entertainment
E) comparative advertising

Question 80

HEADACHE MINI CASE: Fast Relief sells a pain killer that is especially effective on relieving headache pain.Under the slogan "If you really want to fix a problem, you have to use the right tools," Fast Relief advertising points out that while its tablets aren't as effective at relieving muscle pain as Cure-All, its leading competitor, clinical trials have shown that Fast Relief is 10 times more effective than the Cure-All at relieving headaches. At the beginning of the advertising spot, a woman is shown with her eyes shut tight and her hand pressed against her forehead. Over the course of the ad, the woman's face gradually relaxes and she begins to look relieved and comfortable.Fast Relief also advertises its products by having its tablets used by actors to relieve their headaches during popular television shows.
In the HEADACHE MINI CASE,Fast Relief maintains that its tablets relieve headache pain 10 times more effectively than Cure-All.This is an example of ________.

A) deceptive advertising
B) psychological noise
C) corrective advertising
D) branded entertainment
E) positive message framing