Question 1

An ad campaign to convince people to stop smoking uses three teens bungee jumping off a bridge.When they reach the ground,each grabs a soda 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." This ad is using a(n)_____ appeal.

Accepted Answer

A)  comparative
B)  irrational
C)  leveling
D)  fear
E)  nonverbal D

Question 2

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 HYPERLINK "http://www.burpee.com/" 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:

Accepted Answer

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

Question 3

The owner of Shane Corporation,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 recognized as a professional jewelry expert,his appearance in his company's ads can enhance the ads' source:

Accepted Answer

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

Question 4

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 5

An ad for Snorestop Extinguisher,a nose spray to eliminate snoring,has the headline,"Wife shoots husband and rests in peace." This ad uses _____ to attract attention and convey a key selling point.

Accepted Answer

A)  a two-sided message approach
B)  a humor appeal
C)  comparative advertising
D)  a refutational appeal
E)  a primacy appeal

Question 6

When a target audience already holds a favorable opinion on a topic or issue,a(n)_____ is most effective.

Accepted Answer

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

Question 7

Which of the following statements is true about the use of ad campaigns based on humorous commercials?

Accepted Answer

A)  Humorous commercials never become boring.
B)  Low involvement products are more suitable for humor advertising.
C)  Research evidence proves humor does not wear out as fast as other types of advertising appeals.
D)  All well-designed commercial are immune to commercial wearout.
E)  Humorous advertisements could be made for all kinds of products,services,and audiences.

Question 8

_____ is advertising that,either directly or indirectly,names competitors and compares the brands on one or more attributes.

Accepted Answer

A)  One-sided advertising
B)  Two-sided advertising
C)  Comparative advertising
D)  Verbal appeals
E)  Refutation

Question 9

Source attractiveness leads to persuasion through a process of:

Accepted Answer

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

Question 10

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

Accepted Answer

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 11

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 12

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

Accepted Answer

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 that would help achieve the recognition that is desired.

Question 13

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

Accepted Answer

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 14

Information from ads presented in the broadcast media is:

Accepted Answer

A)  externally paced.
B)  self-paced.
C)  internally paced.
D)  personally paced.
E)  qualitative media.

Question 15

According to the persuasion matrix,which of the following is a dependable variable of the communications model?

Accepted Answer

A)  Source
B)  Message
C)  Comprehension
D)  Channel
E)  Type of message appeal

Question 16

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

Accepted Answer

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

Question 17

A marketer may want to use a message that draws an explicit conclusion for a target audience if the audience 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 18

A _____ is the influence the medium has on a message.

Accepted Answer

A)  qualitative media effect
B)  quantitative media effect
C)  media mix effect
D)  promotional mix influence
E)  self-paced effect

Question 19

In its ads,Listerine claims effectiveness but admits to less than perfect taste.This is an example of a(n):

Accepted Answer

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

Question 20

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.

Accepted Answer

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

Exam 4: Source, Message, and Channel Factors