Exam 11: Endorsers and Message Appeals in Advertising

An advertising manager chose not to hire a celebrity endorser because the advertiser felt that the celebrity was overexposed.In this case,the advertiser was focusing on  ______.

Products sometimes receive the explicit or tacit support of noncelebrities,also known as ______ endorsers.

Research has shown that _____ does a better job of assessing consumers' beliefs after their exposure to comparative advertisements.

Which of the following is true regarding the source attribute of attractiveness? 

When using a fear appeal,it is important to guage the ______ ,or whether it is perceived to work by the audience.

Compliance occurs when individuals are persuaded by a source because they hope to achieve a favorable reaction from the source.

The degree of honesty or trustworthiness of a source depends primarily on the audience's perception of the source's ______.

The Aflac duck is an example of what type of endorser? 

Researchers have found that people who have a higher ______ are more responsive to humorous ads that those who score lower in this trait.

Which of the following is true regarding cost considerations when seeking a celebrity endorser? 

Explain the significance of the theory of psychological reactance.

Credibility is the tendency to believe or trust someone.

Comparative advertising is particularly effective at promoting brands that have distinct advantages relative to competitive brands.

Janice was influenced to purchase an abdominal exercise device after watching an infomercial showing people like her-females in their middle forties and mothers.Which subcomponent of the general concept of attractiveness influenced Janice to purchase this product? 

If the source of a message is forgotten or if the source switches to a different position,an internalized attitude will be lost.

Appeals to guilt in advertisements have been found to be ineffective even if advertisements containing guilt appeals are perceived as credible.

The source attribute of attractiveness is associated with the receiver processing mode of internalization.

Which of the following is one of Kelman's receiver processing modes? 

Which of the following is a form of subliminal stimulation? 

Assume that a magazine advertisement contains the word "SEX" airbrushed at various points in the advertisement.This graphic is visible,but cleverly hidden.This is an application of _____.