Question 1

An advertisement for Canadian Club whiskey playfully compares trying one's first whiskey to a man growing his first chest hair. This is an example of a ________ appeal.
A) rational
B) sex
C) humour
D) fear

Accepted Answer

The advertisement is using humor as an appeal to grab the attention of viewers and make the product more memorable.

Question 2

Erika wanted her roommates to wash their own dishes and clean up in the kitchen when their turn came. Everyone in the apartment had the stomach flu at least once in the last two weeks and Erika thought she was coming down with it again. She was convinced that if the apartment were cleaner,she could stay healthier. What type of message would be most effective for Erika to persuade her roommates?
A) Erika should create a moderate threat with her message, and then explain how the threat could be removed by her request.
B) Erika should emphasize the danger of the flu and how people could be permanently affected by it.
C) Erika should ignore the threat of the flu and emphasize how much happier she would be if the apartment was cleaner.
D) Erika should lie about the effects of the flu, using extreme illustrations such as how the flu can lead to cancer.

Accepted Answer

A moderate threat with a clear explanation of how the threat can be removed by washing dishes and cleaning the kitchen is the most effective approach. This reinforces the importance of following through on Erika's request without using fear tactics or lying to her roommates.

Question 3

Presenting an ad as if it were a drama,linking the viewer emotionally with a sensation from experiencing use of the product,is termed:
A) a metaphor.
B) experiential advertising.
C) transformational advertising.
D) psychodrama.

Accepted Answer

Transformational advertising is a type of advertising that aims to create an emotional connection between the consumer and the product by linking it with a sensory or emotional experience. By presenting the ad as a drama, it can emotionally engage the viewer and create a memorable experience, which can increase the likelihood of the viewer purchasing the product in the future.

Question 4

The two-factor theory suggests that there is an optimal number of repetitions for a message.

Accepted Answer

The two-factor theory of advertising, developed by Herbert E. Krugman, suggests that repeated exposure to an advertisement affects the viewer's attitude in two phases: increasing interest and acceptance with initial exposures, but leading to boredom and irritation with too many repetitions. It does not specify an optimal number of repetitions for a message.

Question 5

In preparing ads,the use of supportive arguments only is typical of a(n)________ argument approach to advertising.
A) declarative
B) single issue
C) one-sided
D) positive

Accepted Answer

One-sided argument approach to advertising focuses solely on presenting arguments that support the product or service being advertised, without acknowledging or addressing any counterarguments or potential drawbacks. This approach can be effective in reinforcing positive attitudes towards the product or service among those who already have a favorable opinion, but may not be as convincing for those who are skeptical or critical.

Question 6

In a commercial for Contac cold medicine,a construction worker was shown working hard during a rainstorm. He says he has to take Contac so he can get to work that day,adding "No work,no pay," revealing an anxiety about losing his job. Called the "slice of death" tactic,this is a demonstration of the use of:
A) emotional appeals.
B) humorous appeals.
C) fear appeals.
D) cognitive-avoidance appeals.

Accepted Answer

The use of the phrase "No work, no pay" reveals the construction worker's fear of losing his job, which is a classic example of a fear appeal. The commercial is designed to appeal to viewers' anxieties about the consequences of not using the product, in this case, losing one's ability to work and earn money.

Question 7

What common communication technique listed below can be perceived of as a negative effect when used in a factual communication?
A) showing the convenience of using the product
B) showing an actor playing the role of an ordinary person
C) demonstrating tangible results (e.g., bouncy hair)
D) showing a picture

Accepted Answer

The answer of What common communication technique listed below can...

Question 8

A car manufacturer admits in a television commercial that its automobile is costly and lacks a great deal of stylishness. However,the company's spokesperson also points out that it has the best safety record on the road and takes special care to ensure that small children ride well and safely in their cars. The manufacturer is making a two-sided argument with this type of message.

Accepted Answer

The manufacturer is acknowledging the negative aspects of their car while emphasizing its positive safety features. This presents a two-sided argument.

Question 9

In a Pepsi ad,the visual was a picture of a crumpled Pepsi bottle cap lying on the sand. The headline was,"This year,hit the beach topless." This was an example of the use of:
A) emotional appeals.
B) resonance.
C) a nonmonotonic relationship.
D) metaphors

Accepted Answer

The answer of In a Pepsi ad,the visual was a...

Question 10

Scott found that the use of a tasteful,sexually provocative picture in his magazine promotion got lots of attention,but sales of his product seemed unaffected. What was the most probable reason for Scott's problem?
A) Readers liked the ad, but it attracted the wrong segment of shoppers.
B) Both men and women were highly offended by the ad.
C) The ad was so effective in drawing attention to the "sex appeal" that recall for the product was hindered.
D) Scott was using sex to sell a product related to sex.

Accepted Answer

While the ad was successful in gaining attention, it may have been so focused on the sexual aspect that it distracted from the product being promoted, hindering recall and ultimately leading to low sales.

Question 11

The ad named one brand of diapers and compared them with another brand's in terms of "dryness effectiveness." This is an example of comparative advertising.

Accepted Answer

The ad is comparing two different brands of diapers based on their dryness effectiveness, which is an example of comparative advertising.

Question 12

When Bristol-Myers states that "New Liquid Vanish really does clean tough rust stains below the waterline better than Lysol," it is using which of the following strategies?
A) cognitive differentiation
B) emotional appeal
C) comparative advertising
D) conclusion advertising

Accepted Answer

Bristol-Myers is using comparative advertising by directly comparing their product to Lysol and claiming superiority in cleaning tough rust stains below the waterline.

Question 13

Generally speaking,comparative ads are more effective when:
A) the marketer of an established brand wishes to eliminate new competition.
B) the marketer of a new product wishes to point out faults in the dominant brand.
C) the marketer of an established brand wishes to freshen the image of his brand on selected attributes.
D) the marketer of a new product wishes to give his product a clear brand image close to that of the dominant brand.

Accepted Answer

The answer of Generally speaking,comparative ads are more effective when:
A)...

Question 14

Ads containing puns or satire are examples of which type of message appeal?
A) rational
B) sex
C) humour
D) fear

Accepted Answer

Ads containing puns or satire use humor as a message appeal to catch the attention of the audience and make them remember the brand or product.

Question 15

A car advertiser says its cars are the most expensive within the model class and are not known for their styling,but they have the best safety and quality record of any cars within the model class. What argument is the car advertiser using?
A) a two-sided argument
B) a one-sided argument
C) a support argument
D) a negative argument

Accepted Answer

The advertiser is using a two-sided argument by presenting both positive (best safety and quality record) and negative (most expensive, not known for styling) aspects of the cars. This approach acknowledges both the strengths and weaknesses of the product.

Question 16

Many ads take the form of a(n)________,in which an explicit comparison is made.
A) metaphor
B) comparison
C) allegory
D) autonym

Accepted Answer

Metaphors involve an implicit or explicit comparison between two things, often used in advertising to create a vivid image or association in the viewer's mind.

Question 17

In a major study of factors that determine if commercials would be persuasive,it was found that the single most important factor was whether the communication contained a message that stressed a unique benefit or product feature.

Accepted Answer

The statement accurately reflects the findings of the study.

Question 18

Two versions of the same message,one in visual form,the other in verbal form,elicit different reactions. Pictures are found to be superior in affecting evaluations of utilitarian aspects of the product.

Accepted Answer

Pictures are generally found to be superior in affecting evaluations of hedonic aspects of the product, while verbal messages are often more effective for conveying utilitarian information.

Question 19

Acme Company began to sell a digital camera called a Column to compete with Canon's digital cameras. In terms of comparative ads,what should be the strategy of both Acme and Canon?
A) Acme should avoid comparative ads, and so should Canon.
B) Acme should avoid comparative ads, but Canon should use comparative ads.
C) Acme should compare its camera with Canon's, but Canon should not use comparative ads.
D) Both Cannon and Acme should use comparative ads.

Accepted Answer

Acme, as a new entrant trying to gain market share, should use comparative ads to highlight how its camera matches or exceeds Canon's offerings. Canon, as the established brand, should avoid comparative ads to not give unnecessary attention to Acme's products.

Question 20

In research studies,recall has been found to be higher for "thinking" ads than for "feeling" ads. One reason for this finding is that:
A) feelings are more private; subjects pretend not to recall them as well.
B) tests that measure recall are more oriented toward recall of specific facts, or cognitive response.
C) the type of people who agree to participate in research studies are more the "thinking" type than "feeling."
D) such tests take into account the cumulative effects of learning from repeated exposures to an ad.

Accepted Answer

Tests that measure recall are more oriented toward recall of specific facts, or cognitive response. "Thinking" ads are often structured in a way that presents specific facts or features of a product, which are easier to recall. "Feeling" ads, on the other hand, focus more on emotional responses or atmosphere, which may be more difficult for participants to recall with specificity.

Quiz 8: Attitude Change and Interactive Communications

An advertisement for Canadian Club whiskey playfully compares trying one's first whiskey to a man growing his first chest hair. This is an example of a ________ appeal.

Presenting an ad as if it were a drama,linking the viewer emotionally with a sensation from experiencing use of the product,is termed:

The two-factor theory suggests that there is an optimal number of repetitions for a message.

In preparing ads,the use of supportive arguments only is typical of a(n) ________ argument approach to advertising.

What common communication technique listed below can be perceived of as a negative effect when used in a factual communication?

In a Pepsi ad,the visual was a picture of a crumpled Pepsi bottle cap lying on the sand. The headline was,"This year,hit the beach topless." This was an example of the use of:

Scott found that the use of a tasteful,sexually provocative picture in his magazine promotion got lots of attention,but sales of his product seemed unaffected. What was the most probable reason for Scott's problem?

The ad named one brand of diapers and compared them with another brand's in terms of "dryness effectiveness." This is an example of comparative advertising.

When Bristol-Myers states that "New Liquid Vanish really does clean tough rust stains below the waterline better than Lysol," it is using which of the following strategies?

Generally speaking,comparative ads are more effective when:

Ads containing puns or satire are examples of which type of message appeal?

A car advertiser says its cars are the most expensive within the model class and are not known for their styling,but they have the best safety and quality record of any cars within the model class. What argument is the car advertiser using?

Many ads take the form of a(n) ________,in which an explicit comparison is made.

In a major study of factors that determine if commercials would be persuasive,it was found that the single most important factor was whether the communication contained a message that stressed a unique benefit or product feature.

Two versions of the same message,one in visual form,the other in verbal form,elicit different reactions. Pictures are found to be superior in affecting evaluations of utilitarian aspects of the product.

Acme Company began to sell a digital camera called a Column to compete with Canon's digital cameras. In terms of comparative ads,what should be the strategy of both Acme and Canon?

In research studies,recall has been found to be higher for "thinking" ads than for "feeling" ads. One reason for this finding is that: