Deck 11: Endorsers and Message Appeals in Advertising

Question 1

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

Answer 1

True

Question 2

Credibility is the tendency to believe or trust someone.

Answer 2

True

Question 3

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

Answer 3

True

Question 4

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

Question 5

Kelman's three receiver processing modes are similarity,familiarity,and liking.

Question 6

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

Question 7

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

Question 8

According to Kelman's source attributes and receiver processing modes,the primary source dimension is attitude change.

Question 9

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

Question 10

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

Question 11

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 12

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

Question 13

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

Question 14

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

Question 15

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

Question 16

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

Question 17

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

Question 18

When consumers find something in an endorser that they consider attractive,persuasion occurs through an identification process.

Question 19

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

Question 20

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

Question 21

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

Question 22

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

Question 23

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

Question 24

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

Question 25

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

Question 26

Humorous advertisements generally involve the use of incongruity resolution.

Question 27

Humor offers an advantage over nonhumor at increasing persuasion.

Question 28

Humor enhances source credibility.

Question 29

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

Question 30

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

Question 31

As an aspect of celebrity and brand matchup,if a brand has a competitive edge image in showing that it overcomes all obstaces,the celebrity endorser should personify this competitive strength.

Question 32

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

Question 33

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

Question 34

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

Question 35

The saturation factor refers to the number of brands the celebrity is endorsing and if he or she is overexposed.

Question 36

A primary factor considered by executives in the selection of a celebrity endorser is celebrity credibility.

Question 37

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

Question 38

As long as a celebrity is well known,advertising executives are generally not concerned about whether or not the celebrity's behavior,values,or appearance be compatible with the image desired for the advertised brand.

Question 39

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

Question 40

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 41

Advertisers sometimes use ______ interviews in ads with real spokespeople in order to increase trustworthiness.

A) candid 
B) scripted 
C) voluntary 
D) endorsed 
E) involuntary

Question 42

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

Question 43

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

Question 44

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

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

Question 45

Which of the following is one of Kelman's paths from source attribute to result? 

A) credibility, expertise, trustworthiness, internalization 
B) credibility, similarity, identification, attitude change 
C) attractiveness, similarity, internalization, identification 
D) power, compliance, identification, attitude change 
E) attractiveness, familiarity, identification, attitude change

Question 46

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

Question 47

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

Question 48

Comparative advertisements seem to be evaluated more favorably by people who hold a prior preference for the comparison brand.

Question 49

The processing mode of ______ is associated with the source attribute of credibility.

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

Question 50

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

A) subliminal 
B) credible 
C) typical-person 
D) nonvoluntay 
E) voluntary

Question 51

The source attribute of attractiveness is associated with which receiver processing mode? 

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

Question 52

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

A) familiarity 
B) intent 
C) likability 
D) power 
E) attractiveness

Question 53

The tendency to believe or trust someone is called _____.

A) likability 
B) expertise 
C) power 
D) internalization 
E) credibility

Question 54

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 55

The use of sexual content in advertisements to evoke emotional responses such as arousal has been shown to detract from the ad's persuasive impact.

Question 56

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

Question 57

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

Question 58

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

Question 59

An advertiser who asks if the target market will relate positively to the endorser is considering which practical issue in selecting a celebrity endorser? 

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

Question 60

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

A) similarity 
B) identification 
C) liking 
D) attitude change 
E) expertise

Question 61

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

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 62

An advertising manager chose not to hire a celebrity endorser because the celebrity was unwilling to flex her schedule.In this case,the advertiser was focusing on  ______.

A) working ease 
B) cost considerations 
C) saturation factor 
D) celebrity credibility 
E) celebrity attractiveness

Question 63

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 64

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

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

Question 65

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

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

An advertiser is hesitant to hire a certain celebrity endorser because that celebrity has a reputation for getting in trouble with the law.In this situation,the advertiser is considering ______.

A) celebrity credibility 
B) the cost factor 
C) the trouble factor 
D) the saturation factor 
E) working ease

Question 68

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 69

Which of the following is an endorsement alternative that avoids the risk associated with the trouble factor? 

A) use celebrities that are no longer living 
B) use spokescharacters 
C) use celebrities who have never broken the law 
D) a and b only 
E) a, b, and c

Question 70

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 71

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 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

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

A) celebrity 
B) spokescharacter 
C) typical-person 
D) dead celebrity 
E) None of these are correct.

Question 74

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 75

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? 

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

Question 76

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

A) level of insensitivity 
B) pain tolerance 
C) need for humor 
D) level of sensitivity 
E) level of empathy

Question 77

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

A) The cost to acquire a celebrity endorser should not dictate the final choice. 
B) The cost to acquire a celebrity endorser is not an important consideration. 
C) A more costly celebrity endorser is usually worth the extra expense. 
D) Cost should be considered only after all other factors are examined. 
E) None of these are correct.

Question 78

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 79

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  ______.

A) the trouble factor 
B) celebrity credibility 
C) working ease 
D) the saturation factor 
E) celebrity attractiveness

Question 80

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.