Question 1

Which of the following statements is true of a channel used in the communication process?

Accepted Answer

Advertisements are generally fixed and cannot adapt to individual objections or questions in real-time, unlike sales messages during personal selling, which can be tailored and adjusted on the spot to address specific concerns, making them more flexible and powerful in persuasion.

Question 2

Humorous messages enhance the effectiveness of an advertisement by

Accepted Answer

Humorous messages are known to evoke positive emotions in consumers, putting them in a good mood. This positive mood is likely to increase their receptiveness towards the advertisement and the brand being advertised, leading to a higher likelihood of purchase.

Question 3

_____ is an aspect of the media environment and is defined as the amount of advertising in a medium.

Accepted Answer

Clutter refers to the amount of advertising in a medium, which can lead to decreased effectiveness of advertising due to competition and oversaturation.

Question 4

A direct-mail piece advertising a collection of home maintenance books would have its information

Accepted Answer

A direct-mail piece is a form of advertising that is intended for the recipient to read and understand at their own pace, making it self-paced.

Question 5

Critics of humorous commercials argue that funny ads

Accepted Answer

Critics argue that humorous commercials may entertain viewers but distract them from focusing on the brand and its attributes, leading to decreased brand recall and purchase intention.

Question 6

Advertisers who want to advertise during award-winning television shows are looking to transfer the favorable impressions of the shows onto their products.This transference is called a

Accepted Answer

The transference of favorable impressions from award-winning television shows onto products is known as a positive qualitative media effect. This refers to the impact that the media can have on the perception of a product or brand. Advertisers aim to capitalize on the positive associations that viewers have with these shows in order to enhance their own brand image.

Question 7

Which of the following media should be used when an advertiser wants to present a detailed message with a large amount of information?

Accepted Answer

Magazines allow for longer articles and more in-depth information, making it an ideal medium for presenting a detailed message with a large amount of information. Television and radio are better suited for shorter messages, while billboards and transit signs have limited space for text.

Question 8

The tendency of a television or radio commercial to lose its effectiveness when it is seen and/or heard repeatedly is known as

Accepted Answer

Wearout refers to the point at which a commercial loses its effectiveness due to overexposure or repetition. This can lead to decreased attention and interest from the audience, resulting in a decline in recall and persuasion.

Question 9

A magazine titled Utopia: Holiday Digest would have a strong _____ on an ad for destination resorts.

Accepted Answer

A magazine titled Utopia: Holiday Digest is likely to have a positive qualitative media effect on an ad for destination resorts because it implies a focus on ideal or perfect vacation experiences. This aligns with the messaging that destination resorts often use in their advertising, emphasizing relaxation, luxury, and escape from everyday life.

Question 10

A study by Andrew Aylesworth and Scott MacKenzie found that commercials placed in programs that induce negative moods are

Accepted Answer

According to the study, commercials placed in programs that induce negative moods are processed less systematically than ads placed in programs that put viewers in positive moods.

Question 11

An advertiser whose message is placed in the middle of five consecutive commercials during a program break faces the problem of

Accepted Answer

Clutter refers to the excessive amount of advertisements that consumers are exposed to, leading to a decreased ability to remember and process the messages. By being placed in the middle of five consecutive commercials, the advertiser's message is facing competition from other messages, leading to clutter.

Question 12

Which of the following factors contribute the most to the problem of clutter in television advertising?

Accepted Answer

Shorter commercials lead to more ads being aired in the same time slot, increasing the overall volume of ads and contributing to clutter.

Question 13

During the live television broadcast of a basketball match, an ad for Humberto's Pizza is aired frequently during the commercial breaks.Jason, who is watching the match on television, expresses annoyance every time he sees the pizza commercial.Humberto's Pizza's commercial is likely to be facing

Accepted Answer

Wearout refers to the point where a commercial has been aired so frequently that its effectiveness decreases and viewers may even become annoyed or develop a negative reaction towards it. In this case, Jason's annoyance towards the Humberto's Pizza commercial suggests wearout.

Question 14

Information from ads presented in broadcast media is

Accepted Answer

Broadcast media refers to mediums such as television and radio, which are externally paced. This means that viewers/listeners do not have control over the pace at which information is presented to them. They must follow the pace set by the broadcaster.

Question 15

All nonprogram material that appears in a broadcast environment including commercials, public service announcements, and promotional messages for shows contributes to

Accepted Answer

The clutter problem refers to the fact that there is a large amount of nonprogram material that appears in a broadcast environment, such as commercials, public service announcements, and promotional messages for shows. This can make it difficult for a message to stand out and be remembered by viewers, as there is so much competition for their attention.

Question 16

Companies are willing to pay premium rates to advertise on popular programs such as the Olympic Games and Christmas specials because these televised events

Accepted Answer

Popular programs such as the Olympic Games and Christmas specials create positive moods among viewers who become more responsive to commercials. This is why companies are willing to pay a premium to advertise during these events.

Question 17

Which of the following statements is true of the use of humor in ad campaigns and commercials?

Accepted Answer

Humorous commercials can distract the receiver from counterarguing against the advertiser's message, as they are more focused on the entertainment value of the ad than the product being advertised. However, this can also lead to lower recall and persuasion if the humor overshadows the product's message.

Question 18

Recently, some cable networks such as TBS and TNT have been using compression technology to speed up the transmission of programs and allow more time for commercials, which is adding to the _____________ problem.

Accepted Answer

The use of compression technology to speed up transmission of programs and allow more time for commercials is resulting in clutter on these cable networks.

Question 19

For which of the following media is the processing of information in advertisements likely to be externally paced?

Accepted Answer

Television and radio advertisements usually have a fixed duration and pace, and the processing of information is externally paced as viewers/listeners cannot control the speed of the advertisement.

Question 20

Which of the following is true of the qualitative media effect?

Accepted Answer

The qualitative media effect refers to the influence that the characteristics of a medium have on the perception and interpretation of a message.

Quiz 6: Source, Message, and Channel Factors