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Exam 6: Source,message,and Channel Factors

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Question 51

Multiple Choice

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Source attractiveness leads to persuasion through a process of:

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

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Question 52

Multiple Choice

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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

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Question 53

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

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

Which of the following statements describes a reason why marketers often use personal channels of communication?

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?

Which of the following situations would be most conducive to the use of a comparative advertising message?

Advertising appeals that express or imply some type of physical or emotional danger and try to arouse consumers to take steps to remove the threat are known as _____ appeals.

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

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

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

The campaign centered around the theme,"Pork,the Other White Meat" is designed to show consumers that pork is not all fat as some people think.These ads trying to convince consumers pork is as lean as chicken use:

Refutational appeals,where an communicator presents both sides of an issue then refutes the opposing viewpoint,may be effective because refutational appeals:

Comparative advertising messages are:

A radio commercial begins with the following line: "Our competitors think we can't sell furniture for so little money, but we want our customers to know that we work hard to bring you value for your dollar, and our prices are for real." The furniture store is using a(n) _____ appeal.

"Try new OHM by Olay Body Wash."It's better for your skin than Bath & Body Works,Origins,Aveda,or Clinique." This headline from an Olay Body Wash ad in Ladies Home Journal is an example of:

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.

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?

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

An advertiser may design an ad in which the visual portion is incongruent with or contradicts the verbal information as a strategy to: