Question 1

Humor is more successfully used with new rather than established products.

Accepted Answer

A) True 
 B)False

Question 2

The effects of humor can differ due to differences in audience characteristics.

Accepted Answer

A) True 
 B)False

Question 3

The source attribute of power leads to the receiver processing mode of ______.

Accepted Answer

A)  compliance 
B)  identification 
C)  internalization 
D)  similarity 
E)  attitude change 
A)  compliance 
B)  identification 
C)  internalization 
D)  similarity 
E)  attitude change

Question 4

Lance Armstrong,an American who won seven straight Tour de France bicycling events,appeared in a television advertisement endorsing Trek bicycles claiming they are the best money can buy.Lance's ability to favorably influence the audience's perceptions of Trek bicycles is likely due to his _____ as it relates to this product.

Accepted Answer

A)  expertise 
B)  power 
C)  attractiveness 
D)  sex appeal 
E)  familiarity 
A)  expertise 
B)  power 
C)  attractiveness 
D)  sex appeal 
E)  familiarity

Question 5

Extensive research has demonstrated that the three basic attributes contributing to an endorser's effectiveness are _____.

Accepted Answer

A)  intelligence, credibility, and attractiveness 
B)  attractiveness, intelligence, and power 
C)  attractiveness, credibility, and power 
D)  personality, intelligence, and attractiveness 
E)  personality, attractiveness, and power 
A)  intelligence, credibility, and attractiveness 
B)  attractiveness, intelligence, and power 
C)  attractiveness, credibility, and power 
D)  personality, intelligence, and attractiveness 
E)  personality, attractiveness, and power

Question 6

Humor enhances liking of both the advertisement and the advertised brand.

Accepted Answer

A) True 
 B)False

Question 7

Comparative advertising _____.

Accepted Answer

A)  is less effective than non-comparative ads in enhancing brand name recall 
B)  is perceived as somewhat more believable than non-comparative advertising 
C)  is more effective when claims are made to appear more credible. 
D)  generates less favorable attitudes toward the sponsoring brand 
E)  All of these are correct. 
A)  is less effective than non-comparative ads in enhancing brand name recall 
B)  is perceived as somewhat more believable than non-comparative advertising 
C)  is more effective when claims are made to appear more credible. 
D)  generates less favorable attitudes toward the sponsoring brand 
E)  All of these are correct.

Question 8

In addition to Q Scores,_____ is(are)used to determine whether a prospective celebrity endorser matches well with the brand image and its intended target market.

Accepted Answer

A)  sales quotas 
B)  subjective judgment 
C)  performance 
D)  product use 
E)  international rankings 
A)  sales quotas 
B)  subjective judgment 
C)  performance 
D)  product use 
E)  international rankings

Question 9

Sexual content will enhance positive reactions only if it is appropriate to the advertised subject matter.

Accepted Answer

A) True 
 B)False

Question 10

Assume that you are an account executive for an advertising agency.One of your clients is a manufacturer of motorcycle helmets.She has suggested the use of fear appeals.Write her a one-page letter explaining why fear appeals should or should not be used.

Accepted Answer

While students' responses will vary on t

Question 11

The major reason why embedding in advertising has little effect is because _____.

Accepted Answer

A)  the majority of consumers pay close attention to advertising 
B)  it must be for a sex-related product to gain attention 
C)  the images have to be concealed to preclude detection by consumers 
D)  the technical problems involved in production are too great 
E)  it can easily be copied by competitors 
A)  the majority of consumers pay close attention to advertising 
B)  it must be for a sex-related product to gain attention 
C)  the images have to be concealed to preclude detection by consumers 
D)  the technical problems involved in production are too great 
E)  it can easily be copied by competitors

Question 12

A performer's Q Score is calculated by taking his or her popularity percentage divided by the familiarity percentage.

Accepted Answer

A) True 
 B)False

Question 13

An advertiser who seeks a celebrity that fits with the brand's "bad boy" image is focusing on which practical issue in choosing celebrity endorsers?

Accepted Answer

A)  celebrity and audience matchup 
B)  celebrity credibility 
C)  celebrity and brand matchup 
D)  celebrity attractiveness 
E)  cost considerations 
A)  celebrity and audience matchup 
B)  celebrity credibility 
C)  celebrity and brand matchup 
D)  celebrity attractiveness 
E)  cost considerations

Question 14

When an information source,such as an endorser,is perceived as credible,audience attitudes are changed through a psychological process called _____.

Accepted Answer

A)  TEARS 
B)  externalization 
C)  internalization 
D)  identification 
E)  affect referral 
A)  TEARS 
B)  externalization 
C)  internalization 
D)  identification 
E)  affect referral

Question 15

Humorous advertisements in the United States generally involve the use of _____.

Accepted Answer

A)  slapstick humor 
B)  exemplars 
C)  psychological reactance 
D)  incongruity resolution 
E)  cognitive dissonance 
A)  slapstick humor 
B)  exemplars 
C)  psychological reactance 
D)  incongruity resolution 
E)  cognitive dissonance

Question 16

One factor to consider in choosing a celebrity endorser is the number of brands the celebrity is endorsing.This is referred to as the _____ factor.

Accepted Answer

A)  trouble 
B)  saturation 
C)  celebrity and brand matchup 
D)  credibility 
E)  Q-score 
A)  trouble 
B)  saturation 
C)  celebrity and brand matchup 
D)  credibility 
E)  Q-score

Question 17

The source attribute of power is associated with the receiver processing mode of compliance.

Accepted Answer

A) True 
 B)False

Question 18

Expertise refers to the knowledge,experience,or skills possessed by an endorser as they relate to the communications topic.

Accepted Answer

A) True 
 B)False

Question 19

Generalizations are scientific laws or principles that are drawn about the creation of effective advertising messages.

Accepted Answer

A) True 
 B)False

Question 20

Discuss why the use of humor in an advertisement might NOT be effective?

Accepted Answer

Advertisers should proceed cautiously wh

Exam 11: Endorsers and Message Appeals in Advertising

Humor is more successfully used with new rather than established products.

The effects of humor can differ due to differences in audience characteristics.

The source attribute of power leads to the receiver processing mode of ______.

Extensive research has demonstrated that the three basic attributes contributing to an endorser's effectiveness are _____.

Humor enhances liking of both the advertisement and the advertised brand.

Comparative advertising _____.

In addition to Q Scores,_____ is(are)used to determine whether a prospective celebrity endorser matches well with the brand image and its intended target market.

Sexual content will enhance positive reactions only if it is appropriate to the advertised subject matter.

Assume that you are an account executive for an advertising agency.One of your clients is a manufacturer of motorcycle helmets.She has suggested the use of fear appeals.Write her a one-page letter explaining why fear appeals should or should not be used.

The major reason why embedding in advertising has little effect is because _____.

A performer's Q Score is calculated by taking his or her popularity percentage divided by the familiarity percentage.

An advertiser who seeks a celebrity that fits with the brand's "bad boy" image is focusing on which practical issue in choosing celebrity endorsers?

When an information source,such as an endorser,is perceived as credible,audience attitudes are changed through a psychological process called _____.

Humorous advertisements in the United States generally involve the use of _____.

One factor to consider in choosing a celebrity endorser is the number of brands the celebrity is endorsing.This is referred to as the _____ factor.

The source attribute of power is associated with the receiver processing mode of compliance.

Expertise refers to the knowledge,experience,or skills possessed by an endorser as they relate to the communications topic.

Generalizations are scientific laws or principles that are drawn about the creation of effective advertising messages.

Discuss why the use of humor in an advertisement might NOT be effective?

An Overview of Integrated Marketing Communications

Enhancing Brand Equity and Accountability

Brand Adoption, Brand Naming and Intellectual Property Issues

Environmental, Regulatory and Ethical Issues

Segmentation, Targeting, and Positioning

The Communications Process and Consumer Behavior

The Role of Persuasion in IMC

Imc Objective Setting and Budgeting

An Overview of Advertising Management

Effective and Creative Ad Messages

Traditional Ad Media

Digital Media: Online, Mobile and App Advertising

Social Media

Direct Marketing, CRM, and Other Media

Media Planning and Analysis

Measuring Ad Message Effectiveness

Sales Promotion Overview and the Role of Trade Promotion

Consumer Sales Promotion: Sampling and Couponing

Consumer Sales Promotion: Premiums and Other Promotions

Public Relations, Content Marketing, Viral Marketing, and Sponsorships

Packaging, Pop Communications, and Signage

Personal Selling

Filters