Question 1

Refutational appeals,where an communicator presents both sides of an issue then refutes the opposing viewpoint,may be effective because refutational appeals:

Accepted Answer

Refutational appeals can be effective because they anticipate and counter the opposing viewpoint, thus inoculating the target audience against a competitor's counterclaim. This can increase the persuasiveness of the message by reducing the likelihood of counterarguing. Option A is incorrect because refutational appeals explicitly present both sides of an issue, including arguments that oppose the advertiser's position. Option B is incorrect because there is no evidence to suggest that the strongest arguments are always placed at the end of the message. Option D is partially correct in that refutational appeals may increase the level of counterarguing, but this does not necessarily make them more effective. Option E is irrelevant as the effectiveness of refutational appeals is not dependent on their level of difficulty or ease of understanding.

Question 2

Which of the following situations would be most conducive to the use of a comparative advertising message?

Accepted Answer

Comparative advertising is most effective when a company with a new brand wants to position that brand against established brands, thus entering the customers' evoked set. In this situation, comparative advertising can highlight the unique features and benefits of the new brand in comparison to others in the market, and help build brand awareness and preference among consumers. The other situations mentioned are not necessarily as conducive to comparative advertising, as they may not require the same level of differentiation or competitive positioning in the market.

Question 3

The campaign centered around the theme,"Pork,the Other White Meat" is designed to show consumers that pork is not all fat as some people think.These ads trying to convince consumers pork is as lean as chicken use:

Accepted Answer

The refutational appeal is used in these ads to refute the common misconception that pork is fatty. The campaign aims to convince consumers that pork is actually a lean meat, which is as lean as chicken.

Question 4

A magazine ad picturing a young boy using a toilet has the headline,"Don't expect Windex Wipes to do a Clorox Wipes job," and the copy explains that Clorox is a disinfectant and Windex is not.This ad is an example of:

Accepted Answer

This ad is using comparative advertising, as it is directly comparing the effectiveness of Clorox Wipes to Windex Wipes.

Question 5

A radio commercial begins with the following line: "Our competitors think we can't sell furniture for so little money, but we want our customers to know that we work hard to bring you value for your dollar, and our prices are for real." The furniture store is using a(n) _____ appeal.

Accepted Answer

The furniture store is using a refutational appeal by addressing the objections of their competitors and presenting a counterargument to their claims.

Question 6

Which of the following statements presents a reason for using comparative advertising?

Accepted Answer

Comparative advertising is used to position a brand in the evoked or choice set of alternatives that consumers consider. By comparing their product to a competitor's product, the advertiser hopes to make their product more salient and attractive to consumers.

Question 7

The Potato Board ran ads recognizing the perception held by many people that potatoes are fattening but then presenting information countering this belief.This is an example of:

Accepted Answer

The Potato Board's ad uses a refutational appeal, which acknowledges and then counters a common belief held by the target audience. In this case, the belief is that potatoes are fattening, and the ad presents information to refute that belief.

Question 8

The visual portion of an advertisement may reduce its persuasiveness because:

Accepted Answer

Research has shown that visual processing can be less controlled and less favorable than processing stimulated by words, making the use of visuals alone less persuasive than the use of words alone. Additionally, the picture may not be relevant or attention-grabbing, further reducing its effectiveness.

Question 9

"Try new OHM by Olay Body Wash."It's better for your skin than Bath & Body Works,Origins,Aveda,or Clinique." This headline from an Olay Body Wash ad in Ladies Home Journal is an example of:

Accepted Answer

The headline is an example of comparative advertising, where the product is being compared to its competitors in terms of effectiveness.

Question 10

The ad in the parenting magazine stated that Lysol Basin Tub & Tile Cleaner cleans soap scum better than either Scrubbing Bubbles marketed by SC Johnson & Son,Inc.or Tilex marketed by the Clorox Company.Therefore,this ad is an example of:

Accepted Answer

The ad is a comparative advertising, as it compares the effectiveness of Lysol Basin Tub & Tile Cleaner with two other competing brands, Scrubbing Bubbles and Tilex.

Question 11

When marketers wants to build attitudes that are resistant to attacks or criticism of their product by a competitor, they can use a(n):

Accepted Answer

A refutational appeal is a type of message that anticipates and counters potential criticisms of a product. By addressing and refuting these criticisms in the message itself, marketers can build attitudes that are more resistant to attack or criticism by a competitor. This strategy has been shown to be effective in persuading consumers and building brand loyalty.

Question 12

The effectiveness of an advertisement for Purina Kitten Chow is influenced by:

Accepted Answer

All of the options contribute to the effectiveness of the advertisement for Purina Kitten Chow. The copy helps to explain why a special diet is necessary for kittens, the picture of an adorable kitten attracts attention and evokes emotions, the headline communicates the product's benefit clearly, and the picture of the product reinforces the brand name and helps with product recognition. Combining all of these elements will create a more effective advertisement.

Question 13

You would expect an ad for organic food in a magazine entitled Natural Health: The Guide to True Wellness to have a(n):

Accepted Answer

The answer of You would expect an ad for organic...

Question 14

Comparative advertising messages are:

Accepted Answer

Comparative advertising is more commonly used by brands with a smaller market share, as it allows them to directly compare their product or service to a more established competitor. It is not illegal in the United States and can also be used by industry leaders. It is typically verbal in nature, although nonverbal elements may be included in the advertisement as well.

Question 15

_____ is advertising that either directly or indirectly names competitors and compares the brands on one or more attributes.

Accepted Answer

Comparative advertising is advertising that either directly or indirectly names competitors and compares the brands on one or more attributes. One-sided advertising only presents positive attributes of the brand being advertised and does not mention competitors. Two-sided advertising mentions both positive and negative attributes of the brand being advertised but does not necessarily compare it to competitors. Verbal appeals refer to the type of message conveyed in the advertising, and refutation is a technique used in persuasive communication to overcome objections or counterarguments.

Question 16

An ad picturing a young boy using a toilet has the headline,"Don't expect Windex Wipes to do a Clorox Wipes job," and the copy explains that Clorox is a disinfectant and Windex is not.In this ad,the:

Accepted Answer

The visual element of the young boy using a toilet reinforces the copy's message of the importance of disinfecting with Clorox wipes rather than relying on Windex wipes.

Question 17

An advertiser may design an ad in which the visual portion is incongruent with or contradicts the verbal information as a strategy to:

Accepted Answer

By creating an ad in which the visual portion is incongruent or contradictory to the verbal information, the advertiser can create a sense of surprise or novelty, which may help to capture consumers' attention and make the ad more memorable. This can be a useful strategy, especially when trying to break through the clutter of competing advertisements.

Question 18

When a communicator presents information on both sides of an issue and offers arguments to counter an opposing viewpoint, a(n) _____ message appeal is being used.

Accepted Answer

Refutational message appeal is when a communicator presents information on both sides of an issue and offers arguments to counter an opposing viewpoint. This approach is often more effective in persuading an audience than a one-sided message appeal because it shows that the communicator has considered both sides of the argument and has evidence to support their own viewpoint.

Question 19

An ad for Tums antacid shows a patron at a diner asking for Tums to alleviate his heartburn.The waitress points to a bowl that is filled with a jumble of Maalox,Rolaids,Tums and other antacids.The waitress says that all antacids are the same,and the patron then explains her to that Tums is the only antacid that has calcium.Tums is using:

Accepted Answer

The ad is using comparative advertising by highlighting the unique feature of Tums (calcium content) that sets it apart from other antacids in the bowl.

Question 20

Advertising appeals that express or imply some type of physical or emotional danger and try to arouse consumers to take steps to remove the threat are known as _____ appeals.

Accepted Answer

Fear appeals use physical or emotional danger to motivate consumers to take action to remove the threat. They focus on the negative consequences of not using the product or service being advertised.

Quiz 6: Source,message,and Channel Factors