Deck 11: Endorsers and Message Appeals in Advertising

Question 1

Marketers can enhance consumers' motivation to process brand information by using celebrities in the advertising.

Answer 1

False

Question 2

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

Answer 2

True

Question 3

Concretizing is rarely used in advertising because it does not facilitate consumer learning and retrieval of brand information.

Answer 3

False

Question 4

Involuntary attention requires little or no effort on the part of a receiver.

Question 5

Marketers can enhance the consumers' ability to access knowledge structures by employing verbal framing.

Question 6

Internalization occurs when the receiver accepts the endorser's position on an issue as his or her own.

Question 7

An endorser who is perceived as an expert on a given subject is more persuasive in changing audience opinions pertaining to his or her area of expertise than an endorser who is not perceived as possessing the same characteristic.

Question 8

A celebrity endorser will not be perceived as attractive unless he or she simultaneously possesses the attributes of physical attractiveness,respect,and similarity.

Question 9

Habituation occurs when a stimulus becomes more familiar to people.

Question 10

The target audience's perception of a spokesperson's expertise is more important than whether or not he or she actually is an expert.

Question 11

Marketers can enhance consumers' opportunity to encode information by repeating the ad on multiple occasions.

Question 12

Trustworthiness refers to the honesty,integrity,and believability of a source.

Question 13

Athletes are considered to possess attractiveness because they project knowledge and expertise when endorsing a product.

Question 14

Voluntary attention is engaged when consumers devote attention to an advertisement or other marcom message that is perceived as relevant to their current purchase-related goals.

Question 15

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

Question 16

Source attractiveness consists of three interrelated components: similarity,friendliness,and liking.

Question 17

The stock prices of companies have not been shown to be related to the use of celebrity endorsers.

Question 18

For the most part,the willingness of advertisers to make significant monetary investments in celebrity endorsers for their products has been justified.

Question 19

The more similar a spokesperson's ethnicity is to the intended audience's ethnicity,the more trustworthiness is likely to be enhanced.

Question 20

When a consumer finds something in an endorser that they consider attractive,persuasion occurs through an identification process.

Question 21

Humor can detract from or enhance the message content of an advertisement.

Question 22

Humor enhances source credibility.

Question 23

The lower the relevance of an issue,the lower the threat intensity that is needed to activate a response.

Question 24

People who are highly involved in a topic can be motivated by a relatively small amount of fear.

Question 25

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

Question 26

The Q Score reveals the proportion of a group that is familiar with a person and regards that person as one of their favorites.

Question 27

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

Question 28

Humorous advertisements generally involve the use of incongruity resolution.

Question 29

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

Question 30

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

Question 31

The most important factor considered by executives in the selection of a celebrity endorser is celebrity credibility.

Question 32

What is funny in one region of a country will generally be funny in another region.

Question 33

Matchup between spokesperson and audience similarity is especially important when the product or service in question is one where audience members are heterogeneous in terms of their taste and attribute preferences.

Question 34

The theory of psychological reactance helps explain why fear appeals in advertising work.

Question 35

Consumers are more likely to adopt an attitude or undertake an action when a likable person promotes that action.

Question 36

Humor offers an advantage over nonhumor at increasing persuasion.

Question 37

Depending on the targeted audience,the effectiveness of a fear appeal is often related to its level of intensity.

Question 38

Ads with physically attractive endorsers have not been shown to produce more favorable evaluations of advertised brands than ads with less attractive communicators.

Question 39

Humorous ads are more effective than nonhumorous ads only when consumers' evaluations of the advertised brand are already positive.

Question 40

Advertisers avoid subjective judgments when deciding whether a prospective endorser matches well with the brand image and its intended target market.

Question 41

There is abundant evidence that subliminal advertising is a very effective technique for increasing sales volume.

Question 42

In general,novel messages are _____.

A) unusual
B) distinctive
C) unpredictable
D) none of these
E) unusual, distinctive, and unpredictable

Question 43

Characteristics of the audience,media,message,company,and product all play important roles in determining whether comparative advertising is more effective than noncomparative advertising.

Question 44

Research has shown that music appears to be effective in creating customer moods and stimulating buying preferences and choices.

Question 45

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

Question 46

Margaret notices a television commercial because of the loud sounds.This is an example of _____.

A) exposure
B) involuntary attention
C) nonvoluntary attention
D) voluntary attention
E) interpretation

Question 47

As a stimulus becomes more familiar,people become desensitized to it,which is referred to as _____.

A) concretization
B) habituation
C) exemplaration
D) wearout
E) contextualization

Question 48

When consumers are attracted to stimuli that supply relevant facts and figures,they are interested in meeting their _____ needs.

A) heuristic
B) emotional
C) hedonic
D) informational
E) comprehensive

Question 49

Comparative advertising is better than noncomparative ads in enhancing brand name recall.

Question 50

A marketer who is using colorful ads is enhancing the consumers' _____.

A) motivation to attend to the message
B) motivation to process brand information
C) opportunity to encode information
D) opportunity to reduce processing time
E) ability to access knowledge structures

Question 51

Marketers can enhance consumers' motivation to attend to a message by _____.

A) increasing curiosity about the brand
B) repeating the ad on multiple occasions
C) employing verbal framing
D) appealing to hedonistic needs
E) using concretizations

Question 52

When a person willfully notices a stimulus,_____ has occurred.

A) exposure
B) comprehension
C) voluntary attention
D) nonvoluntary attention
E) persuasion

Question 53

_____ attention requires very little effort on the part of the receiver.

A) Involuntary
B) Voluntary
C) Selective
D) Processing
E) Nonvoluntary

Question 54

Sexist ads use sexual imagery or suggestiveness.

Question 55

The appropriate influence strategy depends both on _____.

A) brand characteristics and positioning
B) chosen media and messag4e appeal
C) consumer benefits sought and client requirements
D) information requirements and consumer involvement level
E) consumer characteristics and brand strengths

Question 56

Airbrushing a word on a picture in a magazine advertisement is an example of using embedding.

Question 57

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

Question 58

Comparative advertising generates fewer purchases than noncomparative ads.

Question 59

Stimuli that cannot be perceived by the conscious senses (i.e.,subliminal)cannot have any effect.

Question 60

What can marketing communicators do to enhance consumers' motivation to process brand information?

A) enhance the relevance of the brand to the self
B) enhance curiosity about the brand
C) repeat brand information
D) a and b only
E) a, b, and c

Question 61

Many advertisements that portray typical-person users often include multiple people rather than a single individual.The reason for this practice is _____.

A) because typical-person users are less expensive
B) to provide multiple points of view
C) to generate higher levels of message involvement
D) to guard against the possibility that one endorser will be ineffective
E) to increase the consumers' perception of trustworthiness of the endorsers

Question 62

Marketers can enhance the consumers' opportunity to reduce processing time by _____.

A) appealing to hedonistic needs
B) heightening ad complexity
C) repeating brand information
D) creating gestalt processing
E) employing verbal framing

Question 63

Assume that John,a highly credible music critic,gives a rave review of a new album by the Corrs and that consumers form a positive attitude toward the album.In this instance,attitude is formed through the psychological process of _____.

A) compliance
B) conditional
C) identification
D) subconscious
E) internalization

Question 64

Typical-person endorsements are more effective when _____.

A) the commercial is longer
B) more than one person is portrayed
C) older people are portrayed
D) the commercial is aired during the news
E) there is humor in the advertisements

Question 65

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

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

Question 66

The knowledge,expertise,or skills possessed by an endorser is referred to as _____.

A) credibility
B) trustworthiness
C) attractiveness
D) expertise
E) values

Question 67

Which of the following is true regarding the value the investment community places on celebrity endorsers?

A) Stock prices can increase when a company announces celebrity-endorsement contracts.
B) Stock prices can decrease when negative publicity reaches the media about a celebrity who endorses one of the company's brands
C) The investment community does not consider the use of a celebrity endorser when determining stock price.
D) a and b only
E) a, b, and c

Question 68

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

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

Question 69

When the receiver finds something in an endorser that they consider attractive,persuasion occurs through a process of _____.

A) identification
B) externalization
C) normalization
D) internalization
E) habituation

Question 70

When consumers perceive a celebrity endorser to be attractive,they are likely to _____.

A) identify with endorser
B) adopt the endorser's attitudes
C) adopt the endorser's behaviors
D) a and b only
E) a, b, and c

Question 71

_____ refers to the honesty,integrity,and believability of a source.

A) Trustworthiness
B) Attractiveness
C) Credibility
D) Values
E) Expertise

Question 72

Laurie was influenced to purchase a set of children's books and tapes from an infomercial that used Angela Lansbury,an actress that played a murder mystery writer in a television series called Murder She Wrote,as the endorser.Actually,Ms.Lansbury presented the entire sales pitch and discussed the merits of the product.Laurie perceived Ms.Lansbury to be honest and believable.Which attribute of endorser credibility does this represent?

A) trustworthiness
B) expertise
C) similarity
D) familiarity
E) liking

Question 73

Marketers can enhance the consumers' ability to access knowledge structures by _____.

A) using loud music
B) using colorful ads
C) employing verbal framing
D) repeating brand information
E) increasing curiosity about the brand

Question 74

The secret to facilitating encoding is _____.

A) repetition
B) heuristics
C) hedonism
D) motivation
E) novelty

Question 75

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.

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

Question 76

Marketers can enhance the consumers' opportunity to encode information by _____.

A) using loud music
B) using colorful ads
C) repeating brand information
D) employing verbal framing
E) increasing curiosity about the brand

Question 77

Evelyn is the advertising director of a chain of health clubs.She is putting together an advertisement,and she wants to enhance the consumers' opportunity to encode information.The best way to accomplish this objective would be to _____.

A) repeat the ad on multiple occasions
B) use loud music
C) use celebrities
D) use colorful ads
E) employ verbal framing

Question 78

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

A) Credibility and attractiveness are basically different labels for the same concept.
B) A credible source influences receivers' attitudes through a process of identification.
C) There are two important properties of endorser credibility-expertise and attractiveness.
D) There are two important properties of endorser credibility-expertise and trustworthiness.
E) There are three important subcomponents of credibility-attractiveness, respect, and similarity.

Question 79

The act of portraying more than one typical-person in an advertisement increases the likelihood of _____.

A) generating higher levels of message involvement
B) generating greater message-related thoughts
C) favorably influencing attitudes
D) a and b only
E) a, b, and c

Question 80

When the receiver accepts the endorser's position on an issue as his or her own,_____ has occurred.

A) identification
B) externalization
C) internalization
D) normalization
E) compensation