Question 1

Sometimes advertisers design ads in which the visual portion is incongruent with or contradicts the verbal information presented because they think the use of an unexpected visual image will grab consumers' attention and get them to engage in more effortful or elaborative processing.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following statements is true of celebrity endorsements?

Accepted Answer

A) Consumers who are very knowledgeable about a product or service tend to be most persuaded by celebrity endorsers. 
B) When a celebrity endorses several products simultaneously, it leads to enhanced popularity of the celebrity and also results in increased sales of all the products the celebrity endorses. 
C) Advertisers should select a celebrity spokesperson who will attract attention and enhance the sales message, yet not overshadow the company's brand. 
D) Typically, the use of celebrity endorsers is highest among news and business publications. 
E) Marketers do not have to worry about the personal image of celebrities while choosing one to endorse a product or a service.

Question 3

Mars Inc., an automaker, hires a popular celebrity, Emma Hunt, as the spokesperson for its "Keep the World Green" campaign, an initiative for preserving trees.The viewers of the commercial perceive Emma as being sincerely interested in citizen initiatives to preserve trees.Emma as a message source is said to have

Accepted Answer

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

Question 4

A magazine ad for Spotless Fabric Care detergent states that it cleans stains better than either Fauna detergent or Neon Laundry detergent.Therefore, this ad is an example of

Accepted Answer

A) confrontational advertising. 
B) two-sided advertising. 
C) comparative advertising. 
D) a recency appeal. 
E) refutational advertising.

Question 5

In terms of source attractiveness, unlike internalization, identification does not usually integrate information from an attractive source into the receiver's belief system.

Accepted Answer

A) True 
 B)False

Question 6

A marketer may want to use a message that draws an explicit conclusion for a target audience that is

Accepted Answer

A) highly involved with the topic. 
B) highly educated. 
C) low in complexity. 
D) exposed to the message frequently. 
E) less educated.

Question 7

Which of the following source characteristics is likely to suffer when a celebrity endorses too many products and is seen too often by consumers?

Accepted Answer

A) expertise 
B) trustworthiness 
C) physical attractiveness 
D) compliance 
E) internalization

Question 8

Which of the following media should be used when an advertiser wants to present a detailed message with a large amount of information?

Accepted Answer

A) television 
B) billboards 
C) magazines 
D) transit signs 
E) radio

Question 9

CL Inc., a cellphone company, features Leah Carter, a popular movie actor, in all of its print and broadcast advertising.The reason behind choosing the actor is that she is more likely to attract potential customers.The company faces heavy competition and the marketing team concluded that using a popular spokesperson will help break through the advertising clutter.Which of the following stages of the persuasion matrix is CL Inc.trying to influence?

Accepted Answer

A) reception 
B) channel 
C) attention 
D) presentation 
E) behavior

Question 10

Presenting the strongest arguments at the beginning of a message assumes a recency effect, whereby information presented first is the most effective.

Accepted Answer

A) True 
 B)False

Question 11

_____ is an aspect of the media environment and is defined as the amount of advertising in a medium.

Accepted Answer

A) Qualitative media effect 
B) Wearout 
C) Clutter 
D) Familiarity score 
E) Refutation

Question 12

A magazine ad features a picture of a woman walking along a beach on a bright, sunny day with the copy, "Arianne sun screen lotion provides better UV protection than Gisele sun screen." This ad is an example of

Accepted Answer

A) confrontational advertising. 
B) two-sided advertising. 
C) comparative advertising. 
D) a verbal appeal. 
E) refutational advertising.

Question 13

Which of the following is true of persuasion induced through compliance?

Accepted Answer

A) It is difficult to administer in a personal selling situation. 
B) It is usually superficial. 
C) It is easy to apply in nonpersonal influence situations. 
D) It usually occurs as a result of a celebrity's perceived concern. 
E) It usually results in a receiver rejecting the source's position.

Question 14

An advertisement for Flora Gardening Supplies begins with a discussion of how beautiful and enjoyable gardens can be.It ends with the directive to visit the company website and guarantees that the online experience will convince consumers to buy the company's products.By placing the strongest point at the end of the ad, Flora is hoping to benefit from the

Accepted Answer

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

Question 15

The use of comparative advertising is not limited to new brands or those with a small market share.

Accepted Answer

A) True 
 B)False

Question 16

_____ is the practice of either directly or indirectly naming competitors in an ad and measuring the similarity or dissimilarity of one or more specific attributes.

Accepted Answer

A) Slice-of-life advertising 
B) Two-sided advertising 
C) Comparative advertising 
D) Verbal appealing 
E) Refutation advertising

Question 17

Cirrus Shoes received negative publicity when the company's brand ambassador was convicted of sexual assault.The company was forced to rescind their association with entertainer Adrian Richardson due to the negative impact on its image.This scenario is an example of

Accepted Answer

A) overexposure. 
B) risk to the advertiser. 
C) celebrity popularity. 
D) overshadowing the product. 
E) consumer-celebrity merging.

Question 18

Which of the following statements is true of a channel used in the communication process?

Accepted Answer

A) Information received via mass media is more persuasive than information received from personal influence channels. 
B) As objections arise and are voiced by buyers, an advertisement can treat the objections in an appropriate manner. 
C) A message in a good sales presentation is determined in advance. 
D) An advertisement is typically prepared by people who have maximum personal contact with customers. 
E) From the standpoint of persuasion, a sales message is more flexible and powerful than an advertisement.

Question 19

For which of the following product ads would a marketer find a physically attractive model to be most effective?

Accepted Answer

A) cattle feed 
B) bricks 
C) fertilizer 
D) cookies 
E) lipstick

Question 20

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

Accepted Answer

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

Exam 6: Source, Message, and Channel Factors

Sometimes advertisers design ads in which the visual portion is incongruent with or contradicts the verbal information presented because they think the use of an unexpected visual image will grab consumers' attention and get them to engage in more effortful or elaborative processing.

Which of the following statements is true of celebrity endorsements?

A magazine ad for Spotless Fabric Care detergent states that it cleans stains better than either Fauna detergent or Neon Laundry detergent.Therefore, this ad is an example of

In terms of source attractiveness, unlike internalization, identification does not usually integrate information from an attractive source into the receiver's belief system.

A marketer may want to use a message that draws an explicit conclusion for a target audience that is

Which of the following source characteristics is likely to suffer when a celebrity endorses too many products and is seen too often by consumers?

Which of the following media should be used when an advertiser wants to present a detailed message with a large amount of information?

Presenting the strongest arguments at the beginning of a message assumes a recency effect, whereby information presented first is the most effective.

_____ is an aspect of the media environment and is defined as the amount of advertising in a medium.

A magazine ad features a picture of a woman walking along a beach on a bright, sunny day with the copy, "Arianne sun screen lotion provides better UV protection than Gisele sun screen." This ad is an example of

Which of the following is true of persuasion induced through compliance?

The use of comparative advertising is not limited to new brands or those with a small market share.

_____ is the practice of either directly or indirectly naming competitors in an ad and measuring the similarity or dissimilarity of one or more specific attributes.

Cirrus Shoes received negative publicity when the company's brand ambassador was convicted of sexual assault.The company was forced to rescind their association with entertainer Adrian Richardson due to the negative impact on its image.This scenario is an example of

Which of the following statements is true of a channel used in the communication process?

For which of the following product ads would a marketer find a physically attractive model to be most effective?

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