Deck 6: Source,message,and Channel Factors

Question 1

According to the persuasion matrix,which of the following is NOT a controllable communication component?

A)source
B)message
C)comprehension
D)channel
E)receiver

Answer 1

C

Question 2

A mobile phone company uses Catherine Zeta-Jones in all of its print and broadcast advertising.The extremely attractive and talented English-born actress is used because she is more likely to attract the attention of potential consumers of mobile phones.In terms of the response stages of the persuasion matrix,the mobile phone company is trying to influence:

A)retention
B)channels
C)attention
D)presentation
E)behavior

Answer 2

C

Question 3

The _____ is a planning tool that can be used by marketers to consider how controllable elements of the communications process interact with the consumers' response process.

A)dissonance/attribution model
B)persuasion matrix
C)AIDA model
D)response model
E)elaboration likelihood model (ELM)

Answer 3

B

Question 4

The independent variable in the persuasion matrix that takes into account the passage of information from one person to another is:

A)the source
B)the message
C)behavior
D)retention
E)destination

Question 5

When FX cable network promotes its television show The Shield,it shows bloody and provocative excerpts from upcoming episodes.Which combination of independent and dependent variables does the advertiser using the persuasion matrix consider for this commercial?

A)source/attention
B)source/comprehension
C)message/yielding
D)channel/behavior
E)receiver/attention

Question 6

Which of the following would be an example of a message source?

A)actress Sarah Michelle Geller in Revlon commercials
B)Writers' Digest magazine
C)the organization in Orlando to promote tourism
D)Tiger Woods
E)all of the above

Question 7

Information from a credible source influences beliefs,opinions,attitudes,and/or behaviors through a process known as:

A)identification
B)compliance
C)internalization
D)conformity
E)yielding

Question 8

Marketers who try to select spokespeople whose traits will maximize their message influence are concerned about their credibility.The two important dimensions associated with credibility are:

A)consistency and image
B)image and trustworthiness
C)recognizability and expertise
D)expertise and trustworthiness
E)image and expertise

Question 9

Marketers try to select spokespeople whose traits will maximize their message influence.The three categories of source attributes that should be considered during the selection process are:

A)power,image,and knowledge
B)credibility,attractiveness,and power
C)knowledge,fee,and recognizability
D)consistency,credibility,and continuity
E)credibility,recognizability,and individuality

Question 10

According to the persuasion matrix,which of the following is NOT a dependent variable or stage in the response process?

A)attention
B)comprehension
C)destination
D)yielding
E)retention

Question 11

One way a supermarket can make its ads seem more trustworthy is to:

A)show customers talking about the supermarket on hidden cameras
B)hire attractive actors and actresses who look like people wished they looked
C)use cartoon characters in humorous shopping experiences
D)use loud music or an unsettling color combination
E)do none of the above

Question 12

Three reasons marketers are paying huge sums to have Tiger Woods as their celebrity spokesperson include:

A)persuasiveness,primacy effect and refutational appeal
B)creativity,source clutter and sleeper effect
C)likeability,believability and popularity
D)sincerity,simplicity and superhuman capabilities
E)assertiveness,aggressiveness and accomplishments See opening vignette.

Question 13

One of the criticisms of using celebrities in advertising is consumers may remember the celebrity but not what they were promoting.Which of the following is NOT one of the products/services Tiger Woods is promoting?

A)Accenture
B)Bear Sterns
C)Gillette
D)Buick
E)Nike See opening vignette.

Question 14

What combination of independent and dependent variables of the persuasion matrix did The Golf Channel consider when it hired Canadian golfing pro Steve Allen to be its spokesperson in a Canadian advertising campaign and assumed he would be noticed by Canadians who golf and are interested in golf?

A)source/yielding
B)message/yielding
C)channel/attention
D)source/attention
E)message/retention

Question 15

A marketer of supercomputers would recruit individuals with backgrounds in computer science and engineering to work as salespeople in order to ensure its sales force has high levels of:

A)expertise
B)trustworthiness
C)attractiveness
D)power
E)yielding

Question 16

A spokesperson who delivers an advertising message and/or demonstrates a product or service is known as a(n):

A) direct source
B) indirect source
C) message shaper
D) source mirage
E) source echo

Question 17

A study by Roobina Ohanian of consumers' perceptions of celebrity endorsers found that the characteristic which influenced consumers' intentions to purchase a product endorsed by a celebrity was perceived:

A)expertise
B)attractiveness
C)trustworthiness
D)similarity
E)likability

Question 18

Expertise and trustworthiness are very important when focusing on source _____,one of the categories of source attributes.

A)power
B)attractiveness
C)credibility
D)identification
E)image

Question 19

A series of anti-smoking commercials show three people having fun and then one getting killed in some particularly gruesome fashion using some bogus product.The tag at the end of the commercial reads,"The only product that is allowed to kill one out of every three people is tobacco." What combination of independent and dependent variables does the advertiser using the persuasion matrix consider for this commercial?

A)source/attention
B)source/comprehension
C)message/yielding
D)channel/behavior
E)receiver/attention

Question 20

A pharmaceutical company wants to promote a new over-the-counter allergy inhaler.The company has hired as its spokesperson an actor who has played a physician for several years on a popular soap opera.The first line of the commercial is,"Hi.I play a doctor on television." For people who are unfamiliar with this actor,the message source lacks _____,one of the source attribute categories.

A)credibility
B)power
C)positive image
D)attractiveness
E)charisma

Question 21

The use of corporate leaders as spokespersons for a company improves the message source's:

A)expertise and attractiveness
B)power and compliance
C)attractiveness,power,and expertise
D)compliance,contiguity,and image
E)credibility and image

Question 22

Which of the following statements describes a good reason for using celebrities in ads and having them endorse a company's product or service?

A)Celebrities cannot draw attention to advertising messages in a cluttered media environment.
B)The respect,popularity or admiration a celebrity enjoys may carry over to the product she or he endorses.
C)Celebrities may be unable to enhance the target audience's perceptions of the products' image or performance.
D)Consumers may focus attention on the celebrity and not attend to the product and advertising message.
E)The celebrity may be overexposed and not have the recognizability that is desired.

Question 23

Which of the following statements describes a reason why American celebrities such as Brad Pitt,Meg Ryan,and Harrison Ford are used to promote products in Japan:

A)Few Japanese identify with the Western life style.
B)Japanese commercials emphasize substance rather than style and focus on the intellect.
C)Japanese commercials are much longer than ads in other countries so celebrities are needed to hold viewers' attention.
D)Japanese commercials average only 15 seconds,and popular Western celebrities help capture viewers' attention.
E)Western celebrities are not willing to endorse products in Japan. See Global Perspective 6-1.

Question 24

The notion that a low credibility source may be just as effective as a high credibility source with the passing of time is known as the:

A)sleeper effect
B)time/place consequence
C)identification outcome
D)decay effect
E)mirage effect

Question 25

Marketers can try to capitalize on source similarity by hiring:

A)a beautiful model to appear in an ad
B)a well known athlete to endorse a product in a commercial
C)salespeople who have characteristics that match those of their customers
D)individuals with liberal arts backgrounds to work as sales representatives for technical products
E)actors to pretend they are ordinary consumers

Question 26

as a company spokesperson?

A)CEOs usually do not have any expertise about the company or its products.
B)A company's image may be tied too closely to a popular product or brand name.
C)Consumers may question their credibility since they have so much at stake in the company.
D)Consumers may pay too much attention to the product or advertising message and ignore the CEO.
E)All of the above statements describe potential problems associated with using a CEO as a company spokesperson.

Question 27

Which of the following statements about the use of corporate leaders as advertising spokespersons is true?

A)Many companies believe the use of a company president or CEO is an ineffective way of expressing the company's commitment to quality and customer service.
B)Only major Fortune 500 type companies use corporate leaders as spokespersons.
C)The use of corporate leaders as spokespersons can create problems if the firm's image becomes too closely tied to this individual.
D)Corporate spokespersons are ineffective for consumer products.
E)Corporate spokespersons improve the message source image but have no effect on its trustworthiness.

Question 28

A slice-of-life commercial that shows an average head of household having great difficulty filing his federal income tax is designed to utilize which source characteristic?

A)power
B)compliance
C)expertise
D)similarity
E)attractiveness

Question 29

The source characteristic of attractiveness encompasses:

A)power,expertise,and recognizability
B)similarity,likeability,and familiarity
C)comfort,recognizability,and beauty
D)beauty,familiarity,and recognizability
E)expertise,familiarity,and comfort

Question 30

When may a high credibility source be less effective than a moderately credible source?

A)when a receiver has an unfavorable initial attitude or position on the issue
B)when a receiver has a favorable initial attitude or position on the issue
C)when the source is arguing for a position that is in line with his or her own best interest
D)when the high credibility source is a celebrity
E)never;high credibility sources are always more effective than low credibility sources

Question 31

The owner of the Shane Company,a jewelry retail chain,is the voiceover on all of his stores' commercials.He explains how his company differs from other chain stores and gives advice on buying jewelry.Because he is a recognized as a professional jewelry expert,his appearance in his company's ads can enhance the ads' source:

A)credibility
B)attractiveness
C)power
D)recognizability
E)likability

Question 32

Source attractiveness leads to persuasion through a process of:

A)internalization
B)identification
C)compliance
D)repositioning
E)comprehension

Question 33

The use of celebrities in commercials is generally based on the source characteristics of _____ and represents an attempt to induce persuasion through the ______ process.

A)expertise;yielding
B)expertise;identification
C)power;identification
D)attractiveness;identification
E)attractiveness;internalization

Question 34

_____ is defined as affection for a source as a result of the source's physical appearance,behavior,or other physical characteristics.

A)Expertise
B)Power
C)Compliance
D)Familiarity
E)Likeability

Question 35

Which of the following statements about source credibility is true?

A)High credibility sources are always more effective than low credibility sources.
B)The use of a low credibility source is more effective when the audience has an unfavorable initial opinion or attitude on the issue.
C)The persuasiveness of a low credibility source may decline over time due to the sleeper effect phenomenon.
D)A low or moderately credible source may be more effective than a high credibility source when the receiver has a favorable initial attitude or opinion.
E)None of the above statements about source credibility is true.

Question 36

Studies have shown that customers are more likely to be influenced by a salesperson who is:

A)high in power
B)very similar to them
C)low in credibility
D)low in expertise
E)unique in appearance and ability

Question 37

Many American celebrities endorse products and serve as advertising spokespersons in foreign countries such as Japan because:

A)they receive intrinsic pay for their endorsements
B)they cannot get any jobs doing endorsements in the U.S.
C)they want to protect their image in the U.S.and thus do not want to appear in commercials in this country
D)their images match up better with foreign companies than U.S.firms
E)their popularity is tied to closely to a specific movie or television role See Global Perspective 6-1.

Question 38

A commercial for a floor-cleaner shows a young mother having to clean her kitchen floor after feeding her toddler.This _____ commercial is effective in part because it utilizes high source similarity.

A)comparative
B)refutational
C)slice-of-life
D)spokesperson-oriented
E)power-based

Question 39

_____ is defined as an attraction for a source based on a resemblance between the source and receiver.

A)Likability
B)Familiarity
C)Similarity
D)Expertise
E)Power

Question 40

According to the sleeper effect phenomenon,:

A)the impact of persuasive messages diminishes over time
B)people retain advertising messages when they see them right before going to bed and rehearse them in their sleep
C)the impact of persuasive messages from low-credibility sources can increase over time since the message content becomes disassociated from the source
D)the impact of persuasive messages from low-credibility sources decreases over time since people forget the content of the message
E)people instinctively disassociate low-credibility sources from messages when they are paying less than full attention to the message

Question 41

The process by which a source high in power can influence behavior is known as:

A)internalization
B)identification
C)compliance
D)retention
E)scrutiny

Question 42

Which of the following statements about source power is true?

A)Source power can never be used in nonpersonal selling situations.
B)Source power is most effective in nonpersonal selling situations.
C)Persuasion induced through compliance is always long-term.
D)Perceived scrutiny is an important part of source power.
E)All of the above statements about source power are true.

Question 43

Because of the _____ model,marketers may experience negative publicity if their product endorser is accused of immoral behavior.

A)celebrity expertise
B)meaning transfer
C)celebrity popularity
D)endorsement shift
E)consumer-celebrity merging

Question 44

Sachin Tendulkar,India's top cricketer,was paid $4.14 million over three years to promote motorbikes made by TVS,an Indian manufacturer.TVS hoped to use _____ to build brand credibility for its motorbikes.

A)celebrity expertise
B)meaning transfer
C)celebrity popularity
D)endorsement shift
E)consumer-celebrity merging

Question 45

Which of the following statements about celebrity endorsements is true?

A)Consumers who are particularly knowledgeable about a product are less likely to be influenced by celebrity endorsements than consumers who have little or no product knowledge.
B)College-aged consumers are not influenced as significantly by celebrity endorsements as their parents are.
C)Teenage consumers respond best to ad with celebrity endorser,and the use of such endorsements is increasing rapidly.
D)Parodies of celebrity endorsers are completely ineffective with all target audiences.
E)All of the above statements about celebrity endorsements are true.

Question 46

If citizens of Georgia filled out the census form because they were persuaded he had the power to negatively impact their quality of life,Barnes would have influence through:

A)internalization
B)compliance
C)identification
D)attractiveness
E)referent power

Question 47

Which of the following statements describes one of the findings of research on the use of decorative or physically attractive models?

A)They do not result in favorable evaluations of an advertisement.
B)Their effectiveness is limited solely to cosmetics and fashion products.
C)The relevancy of the model to the product being advertised is not important.
D)A decorative model can facilitate recognition of the ad but not enhance readership or recall of the message.
E)All of the above statements describe research findings on the use of decorative or physically attractive models.

Question 48

Which of the following statements about celebrity endorsers is true?

A)Consumers who are very knowledgeable about a product or service tend to be most persuaded by celebrity endorsers.
B)The teenage market is generally not receptive to celebrity endorsers.
C)An individual who has strong feelings about a product will be less likely to be influenced by a celebrity endorser than someone who has a neutral attitude about the same product.
D)Recent studies suggest celebrity endorsements are becoming increasingly more important in purchase decisions.
E)All of the above statements about celebrity endorsers are true.

Question 49

If viewers of the commercial perceived Barnes as being able to mete out punishment if the census forms were not filled out,then Barnes as a message source can be said to have:

A)perceived control
B)control persuasion
C)perceived scrutiny
D)expertise
E)perceived concern

Question 50

Barnes as the message source is using which source attribute to persuade Georgians to fill out their census form?

A)power
B)compliance
C)expertise
D)similarity
E)attractiveness

Question 51

Which of the following statements does NOT describe an implication of McCracken's meaning transfer model for companies selecting a celebrity endorser?

A)The company must first decide on the image or symbolic meaning that it wants to project to the target audience for its company and/or brand.
B)Companies must determine which celebrity best represents the image they want to project for their company and/or brand.
C)Advertising campaigns must be designed that can effectively transfer the image of the celebrity to the company and/or brand.
D)The popularity of a celebrity is a critical factor in choosing a celebrity endorser.
E)Marketing research may be needed to determine consumers' perceptions of the meaning of celebrities who may be used to endorse a company and/or brand.

Question 52

For which of the following products would a marketer be likely to find the use of a physically attractive model to be most effective?

A)cattle feed
B)bricks
C)azalea bushes
D)biscuit mix
E)lipstick

Question 53

When a source is able to administer rewards and punishments to the receiver,influence occurs through:

A)compliance
B)identification
C)internalization
D)attractiveness
E)expertise

Question 54

Which source characteristic is likely to suffer when a celebrity endorses too many products and is seen too often by consumers?

A)expertise
B)trustworthiness
C)power
D)compliance
E)internalization

Question 55

Which of the following is the most important endorser trait to older and younger adults?

A)plays a sport I follow
B)doesn't use drugs
C)is religious
D)has been playing the sport for a long time
E)none of the above is important as an endorser trait

Question 56

Which of the following is the best example of a celebrity endorser enhancing consumers' perceptions of the performance capabilities of a product?

A)professional golfer Arnold Palmer endorsing Pennzoil motor oil
B)former boxer George Foreman endorsing Meineke automobile repair service
C)actress Catherine Zeta-Jones endorsing a mobile phone service
D)model Cindy Crawford endorsing Revlon cosmetics
E)racecar driver Ward Burton endorsing Ferris brand lawn mowers

Question 57

Ferris brand riding lawn mowers uses NASCAR driver Ward Burton as its advertising spokesperson primarily because:

A)he is a well-known and talented racecar driver
B)of the high level of trust consumers have in him
C)extensive research showed he would be the best spokesperson for Ferris lawn mowers
D)a NASCAR driver would have a thorough understanding and appreciation of top-notch engine performance as well as high expectations for any product he drives
E)he has limited appeal and recognition

Question 58

If viewers of the commercial perceived Barnes as being sincerely interested in whether every citizen filled out a census form,then Barnes as a message source could be said to have:

A)perceived control
B)control persuasion
C)perceived scrutiny
D)expertise
E)perceived concern

Question 59

McCracken developed a model relating to the use of celebrity endorsers.Which of the following statements represents a major implication of that model?

A)Companies should choose celebrities with stopping power as endorsers.
B)Companies should use physically attractive celebrities to endorse their products.
C)Companies should use as endorsers celebrities who project the image or meaning they want for their products.
D)The image of a celebrity comes primarily from the products she or he endorses.
E)Decisions regarding the choice of a celebrity to use as an endorser can only be made on the basis of judgment or intuition.

Question 60

Using the meaning transfer model of the celebrity endorsement process,celebrities draw their meanings from:

A)the products they endorse
B)their popularity among consumers
C)their physical appearance
D)the roles they assume in their careers and the objects,persons and contexts these roles bring them into contact with
E)the commercial development process and media selection

Question 61

Message sidedness,order of presentation,and refutation are all related to which communication variable?

A)channel
B)source
C)message structure
D)receiver
E)emotional appeals

Question 62

The commercial to convince people to stop smoking uses three teens bungee jumping off a bridge.When they reach the ground,each grabs a can,opens it,and takes a drink.As the third person takes a drink,the can explodes and kills him.The final screen reads,"No other product but tobacco kills every third consumer." By placing the strongest point in the ad at the end,the ad's source is hoping its message benefits from the:

A)primacy effect
B)recency effect
C)sleeper effect
D)credibility effect
E)compliance hierarchy

Question 63

Factors that marketers consider in choosing celebrity endorsers include:

A)their Q rating
B)their appeal among various demographic groups
C)their physical attractiveness
D)their visibility and personality
E)all of the above

Question 64

The commercial for Burpee gardening supplies begins with a discussion of how beautiful and enjoyable gardens can be. It ends with the directive to visit the company at Burpee.com and let Burpee's experience get you off to a good start. By placing the strongest point at the end of the ad, Burpee is hoping to benefit from the:

A)primacy effect
B)recency effect
C)sleeper effect
D)credibility effect
E)compliance hierarchy

Question 65

The manufacturer of Smuckers jams and jellies used the following slogan for years: "With a name like Smuckers, it has to be good." The ad implies the brand name is poorly chosen and is a negative attribute that is overcome by the high quality of the product. This is an example of a(n):

A) one-sided message
B) two-sided message
C) confrontational appeal
D) conclusive message
E) slice-of-life commercial

Question 66

A commercial that begins,"Is it just forgetfulness or Alzheimer's disease?" and then lists the warning signs of Alzheimer's is stating its strongest point first to gain reader attention on a subject that most people would rather not consider.The rest of the ad describes a new prescription medicine used to treat mild and moderate cases of Alzheimer's.The advertising is using a _____ to arouse interest.

A)primacy effect
B)recency effect
C)sleeper effect
D)credibility effect
E)compliance hierarchy

Question 67

Most advertisers refuse to use two-sided messages because they:

A)are concerned about the impact of a two-sided message on source credibility
B)are concerned over presenting only the negative attributes of their brands
C)are concerned over the negative effects of acknowledging a weakness in their brand
D)have been proven ineffective by a number of different advertising research studies
E)cause consumers to expect more than any product can offer

Question 68

_____ is most effective:

A)one-sided message
B)two-sided message
C)nonverbal appeal
D)open-ended message
E)fear appeal

Question 69

A marketer may NOT want to use a message that draws an explicit conclusion for a target audience if:

A)the audience is highly involved with the topic
B)the audience is highly educated
C)the message is low in complexity
D)the audience will be exposed to the message numerous times
E)any or all of the above are true

Question 70

A commercial that places the strongest points at the end of the message assumes a _____,whereby the last arguments presented are the most persuasive.

A)recency effect
B)primacy effect
C)sleeper effect
D)credibility effect
E)compliance hierarchy

Question 71

Presenting the strongest arguments at the beginning of the commercial message assumes a _____ is operating.

A)primacy effect
B)recency effect
C)sleeper effect
D)credibility effect
E)compliance hierarchy

Question 72

Which of the following source characteristics would be LEAST likely used in advertising for a new brand of deodorant?

A)similarity
B)expertise
C)trustworthiness
D)attractiveness
E)power

Question 73

_____ are commercials that mention only positive product attributes or benefits.

A)One-sided messages
B)Two-sided messages
C)Refutational appeals
D)Conclusive messages
E)Slice-of-life commercials

Question 74

Marketers should draw explicit conclusions in their advertising messages when:

A)the audience is highly educated
B)the product or service is highly personal or ego involving
C)immediate action is an objective,and the audience does not have the time or opportunity to draw a conclusion
D)the marketer wants to increase the audiences' involvement in the message
E)any or all of the above conditions occur

Question 75

Marketing Evaluations Inc.'s Q rating measures:

A)the popularity of television shows
B)the size of television viewing audiences
C)the percentage of people who recognize a celebrity and rate him or her as one of their favorite performers
D)the percentage of people who see celebrities as trendsetters
E)the Feedback from advertisements

Question 76

In which of the following situations would source power be most influential?

A)a television commercial for a fast-food restaurant
B)a radio ad advising you to watch the news on your local CBS affiliate
C)a mortician advising a bereaved family on what casket to buy
D)a print ad in The Wall Street Journal
E)a four-page magazine advertisement for an electric-powered car

Question 77

A marketer may not want to put weak arguments at the beginning of an advertising message because this action may:

A)reduce the level of counterarguing
B)increase retention of the message
C)lead to a high level of counterarguing
D)increase the level of interest in the message
E)deter recipients from drawing their own conclusions

Question 78

What type of message structure should a marketer use if immediate behavior is not an objective of the advertiser and repeated exposure will give the target audience opportunity to draw their own conclusions?

A)an open-ended message
B)a close-ended message
C)a primacy message
D)a refutational appeal
E)a fear appeal

Question 79

The top of the ad in a magazine targeted to women reads,"Synvise can be a great approach to osteoarthritis knee pain,says LPGA golfer Nancy Lopez and Synvise user." The rest of the ad copy explains how the prescription medication works and describes possible side-effects.The ad's source is hoping its message benefits from the:

A)primacy effect
B)recency effect
C)sleeper effect
D)credibility effect
E)compliance hierarchy

Question 80

The headline for the Dodge Caravan ad reads,"What idiot coined the phrase 'stay-at-home-mom'?" The only other information in the ad is directions on where to call to find the nearest Dodge dealer.This ad is:

A)an example of a fear appeal
B)designed to let the target audience draw its own conclusions
C)an example of a refutational appeal
D)designed to express a two-sided message
E)effective no matter what the context of the ad medium