Question 1

The tendency of a commercial to lose its effectiveness when it is seen repeatedly by viewers is known as:

Accepted Answer

A) repetition 
B) the qualitative effect 
C) wearout 
D) commercial reactance 
E) frequency overexposure

Question 2

Marketers should draw explicit conclusions in their advertising messages when:

Accepted Answer

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 3

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

Accepted Answer

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

Question 4

NYNEX owned a substantial portion of the yellow pages advertising business in the New York/New England region,which it needed to protect following the breakup of AT&T.To protect itself from competitors,NYNEX ran a series of ads.One was a picture of a blue rabbit and headlined,"Hair Tinting." Another showed Barbie and Ken dressed in doctor costumes and headlined "Plastic Surgeons." At the bottom of each ad was the tag line,"If it's out there,it's in NYNEX yellow pages." This approach to yellow pages listings was successful because it had a _____ appeal.

Accepted Answer

A) fear 
B) two-sided 
C) refutational 
D) comparative 
E) humorous

Question 5

The protection motivation model suggests that ads using fear appeals should provide the target audience with information about:

Accepted Answer

A) the severity of the threat 
B) the probability of the threat occurring 
C) the effectiveness of a coping response 
D) the ease with which a coping response can be implemented 
E) all of the above

Question 6

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.

Accepted Answer

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

Question 7

A magazine entitled Natural Health: The Guide to True Wellness would have a strong _____ on an ad for organic produce.

Accepted Answer

A) externally paced impact 
B) positive quantitative media effect 
C) cluttered effect 
D) shaping effect 
E) positive qualitative media effect

Question 8

For which of the following products would the qualitative environment of the media vehicle be most important?

Accepted Answer

A) laundry detergent 
B) an over-the-counter allergy medication 
C) a small truck 
D) diamonds 
E) a mouthwash

Question 9

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

Accepted Answer

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 10

Marketing Evaluations Inc.'s Q rating measures:

Accepted Answer

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 11

For which of the following media is the processing of information in advertisements likely to be externally paced?

Accepted Answer

A) television and radio 
B) magazines,billboards,and radio 
C) magazines and newspapers 
D) transit advertising,billboards,and all forms of outdoor advertising 
E) magazines,newspapers,and direct mail

Question 12

A magazine ad picturing a young boy using a toilet has the headline,"Don't expect Windex Wipes to do a Clorox Wipes job," and the copy explains that Clorox is a disinfectant and Windex is not.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

The source characteristic of attractiveness encompasses:

Accepted Answer

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 14

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:

Accepted Answer

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

Question 15

An ad picturing a young boy using a toilet has the headline,"Don't expect Windex Wipes to do a Clorox Wipes job," and the copy explains that Clorox is a disinfectant and Windex is not.In this ad,the:

Accepted Answer

A) visual element reinforces the copy 
B) advertiser is using a poster appeal 
C) visual element is superfluous 
D) source relied on a recency effect 
E) mass marketing strategy is clearly defined

Question 16

You would expect an ad for organic food in a magazine entitled Natural Health: The Guide to True Wellness to have a(n):

Accepted Answer

A)  one-sided message 
B)  nonverbal message 
C)  emotional appeal 
D)  refutational appeal 
E)  slice-of-life appeal

Question 17

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?

Accepted Answer

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

Question 18

All nonprogram material that appears in a broadcast environment including commercials,public service announcements,and promotions for upcoming programs contribute to the _____ problem:

Accepted Answer

A) message comparison phenomenon 
B) comparative advertising 
C) clutter 
D) media reduction 
E) quantitative media effect

Question 19

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

Accepted Answer

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

Question 20

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

Accepted Answer

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

Exam 6: Source,message,and Channel Factors