Question 1

A potential problem of using advertising with a strong fear appeal to discourage drug abuse among teenagers is that:

Accepted Answer

A)  there is no appropriate medium.
B)  it works only in combination with a refutational appeal.
C)  it may have inhibiting effects and be tuned out by teenagers.
D)  a message with high levels of fear creates low self-esteem.
E)  parents may be offended if the message is perceived as too frightening.F) A) and B)
G) C) and D)

Question 2

An ad for Trice antacid shows a patron at a restaurant asking for Trice to alleviate heartburn. The waiter points to a bowl that is filled with a mix of Oxyline, Polar, Trice, and other antacids. The waiter says that all antacids are the same and the patron then explains to him that Trice is the only antacid that has vitamin E. In this scenario, Trice is using:

Accepted Answer

A)   one-sided advertising.
B)   two-sided advertising.
C)   comparative advertising.
D)   verbal appeals.
E)   refutation.F) D) and E)
G) A) and D)

Question 3

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

Accepted Answer

A)  When a company is a market leader with high market share
B)  When a company is a market leader and is concerned about a new, smaller company entering the market
C)  When a market leader wants to promote its brand to customers of smaller companies in the same industry
D)  When a company with a new brand wants to position that brand against established brands
E)  When a company wants its audience to know the different companies that it is competing withF) C) and D)
G) A) and E)

Question 4

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

Accepted Answer

A)  comparative
B)  refutational
C)  humor
D)  fear
E)  conditionalF) A) and E)
G) A) and C)

Question 5

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.F) B) and E)
G) C) and D)

Question 6

A magazine advertisement reads, "Is it just forgetfulness or Alzheimer's disease?" and then lists the warning signs of Alzheimer's, 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 to treat mild and moderate cases of Alzheimer's. The advertisement uses a _____ to arouse interest.

Accepted Answer

A)  primacy effect
B)  recency effect
C)  sleeper effect
D)  credibility effect
E)  compliance hierarchyF) D) and E)
G) A) and D)

Question 7

A(n)  _____ is a communication variable that includes order of presentation, conclusion drawing, and refutation.

Accepted Answer

A)  channel
B)  source
C)  message structure
D)  receiver
E)  emotional appealF) D) and E)
G) C) and E)

Question 8

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

Accepted Answer

A)  sleeper effect.
B)  time/place consequence.
C)  open source paradox.
D)  decay effect.
E)  mirage effect.F) All of the above
G) None of the above

Question 9

Slice-of-life advertising can be used to establish a bond of similarity between the communicator and the receiver, and to increase the source's level of persuasiveness.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following statements is true about source credibility?

Accepted Answer

A)  The influence of a knowledgeable source will be increased if audience members think he or she has underlying personal motives for advocating a position.
B)  Enhanced counterarguing should result in greater message acceptance and persuasion.
C)  The persuasiveness of a low-credibility source may decline over time due to the sleeper effect phenomenon.
D)  A very credible source is more effective when message recipients are not in favor of the position advocated in a message.
E)  Advertisers can increase the perception that their sources are trustworthy by using hidden cameras to show that a consumer is a paid spokesperson.F) C) and D)
G) A) and E)

Question 11

In its ads, Xenon, an antibacterial mouthwash, claims to effectively kill germs but admits to possessing a bittersweet taste. This is an example of a:

Accepted Answer

A)  one-sided message.
B)  two-sided message.
C)  confrontational appeal.
D)  conclusive message.
E)  slice-of-life commercial.F) All of the above
G) B) and E)

Question 12

One of the reasons for a high-credibility source to become as ineffective as a low-credibility source is the sleeper effect.

Accepted Answer

A) True 
 B)False

Question 13

A(n)  _____ is a special type of two-sided message in which a communicator presents both sides of an issue and then disproves an opposing viewpoint.

Accepted Answer

A)  contradictory appeal
B)  nonverbal message
C)  emotional appeal
D)  refutational appeal
E)  slice-of-life appealF) A) and B)
G) A) and C)

Question 14

A study by Andrew Aylesworth and Scott MacKenzie found that commercials placed in programs that induce negative moods are:

Accepted Answer

A)  prone to extensive critical scrutiny of the companies' products or services by the audience.
B)  processed less systematically than ads placed in programs that put viewers in positive moods.
C)  useful when the message is intended to work through a central route to persuasion.
D)  useful when viewers are knowledgeable and can analyze an ad in detail.
E)  helpful in exciting the readers and viewers of the message about the product or the servicE.A study by Andrew Aylesworth and Scott MacKenzie found that commercials placed in programs that induce negative moods are processed less systematically than ads placed in programs that put viewers in positive moods.F) None of the above
G) A) and B)

Question 15

The _____ score indicates the percentage of people who have heard of an endorser or a performer.

Accepted Answer

A)  familiarity
B)  attractiveness
C)  similarity
D)  one of my favorites
E)  Q ratingF) B) and E)
G) C) and D)

Question 16

Critics of humorous commercials argue that funny ads:

Accepted Answer

A)  distract consumers from a brand and its attributes.
B)  have no shock value.
C)  often put people in a gloomy mood.
D)  do not draw consumers' attention to the ads.
E)  compel consumers to engage in counterarguments.F) All of the above
G) A) and B)

Question 17

_____ 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)  RefutationF) D) and E)
G) A) and E)

Question 18

_____ is the extent to which a recipient sees a source as having relevant knowledge, skill, or experience and trusts the source to give unbiased, objective information.

Accepted Answer

A)  Source attractiveness
B)  Source popularity
C)  Source credibility
D)  Source power
E)  Source identificationF) A) and B)
G) B) and E)

Question 19

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

Accepted Answer

A)  compliance.
B)  identification.
C)  internalization.
D)  retention.
E)  perceived concern.F) B) and C)
G) A) and B)

Question 20

A study conducted by Roobina Ohanian about consumers' perceptions of celebrity endorsers found that the characteristic which influenced consumers' intentions to purchase a product endorsed by a celebrity is his or her perceived:

Accepted Answer

A)  expertise.
B)  attractiveness.
C)  trustworthiness.
D)  similarity.
E)  likability.F) A) and D)
G) B) and C)

Exam 6: Source, Message, and Channel Factors

The _____ score indicates the percentage of people who have heard of an endorser or a performer.

Correct Answer
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When a source is able to administer rewards and punishments to a receiver, the influence occurs through a process known as:

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

Correct Answer
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A(n) _____ is a special type of two-sided message in which a communicator presents both sides of an issue and then disproves an opposing viewpoint.

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

Correct Answer
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One of the reasons for a high-credibility source to become as ineffective as a low-credibility source is the sleeper effect.

Correct Answer
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A(n) _____ is a communication variable that includes order of presentation, conclusion drawing, and refutation.

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

Correct Answer
verified

In its ads, Xenon, an antibacterial mouthwash, claims to effectively kill germs but admits to possessing a bittersweet taste. This is an example of a:

Correct Answer
verified

A study conducted by Roobina Ohanian about consumers' perceptions of celebrity endorsers found that the characteristic which influenced consumers' intentions to purchase a product endorsed by a celebrity is his or her perceived:

Correct Answer
verified

A study by Andrew Aylesworth and Scott MacKenzie found that commercials placed in programs that induce negative moods are:

Correct Answer
verified

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

Correct Answer
verified

A potential problem of using advertising with a strong fear appeal to discourage drug abuse among teenagers is that:

Correct Answer
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Critics of humorous commercials argue that funny ads:

Correct Answer
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Correct Answer
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Correct Answer
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Slice-of-life advertising can be used to establish a bond of similarity between the communicator and the receiver, and to increase the source's level of persuasiveness.

Correct Answer
verified

Which of the following statements is true about source credibility?

Correct Answer
verified

_____ is the extent to which a recipient sees a source as having relevant knowledge, skill, or experience and trusts the source to give unbiased, objective information.

Correct Answer
verified

Exam 6: Source, Message, and Channel Factors

The _____ score indicates the percentage of people who have heard of an endorser or a performer.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A(n) _____ is a special type of two-sided message in which a communicator presents both sides of an issue and then disproves an opposing viewpoint.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

One of the reasons for a high-credibility source to become as ineffective as a low-credibility source is the sleeper effect.

Correct AnswerverifiedShow Answer

A(n) _____ is a communication variable that includes order of presentation, conclusion drawing, and refutation.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

In its ads, Xenon, an antibacterial mouthwash, claims to effectively kill germs but admits to possessing a bittersweet taste. This is an example of a:

Correct AnswerverifiedShow Answer

A study conducted by Roobina Ohanian about consumers' perceptions of celebrity endorsers found that the characteristic which influenced consumers' intentions to purchase a product endorsed by a celebrity is his or her perceived:

Correct AnswerverifiedShow Answer

A study by Andrew Aylesworth and Scott MacKenzie found that commercials placed in programs that induce negative moods are:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A potential problem of using advertising with a strong fear appeal to discourage drug abuse among teenagers is that:

Correct AnswerverifiedShow Answer

Critics of humorous commercials argue that funny ads:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Slice-of-life advertising can be used to establish a bond of similarity between the communicator and the receiver, and to increase the source's level of persuasiveness.

Correct AnswerverifiedShow Answer

Which of the following statements is true about source credibility?

Correct AnswerverifiedShow Answer

_____ is the extent to which a recipient sees a source as having relevant knowledge, skill, or experience and trusts the source to give unbiased, objective information.

Correct AnswerverifiedShow Answer

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