Question 1

An ad for Snorestop Extinguisher,a nose spray for eliminating snoring has the headline,"Wife shoots husband and rests in peace." This ad uses _____ to attract attention and convey a key selling point.

Accepted Answer

The ad uses humor to grab the attention of potential customers and convey the key selling point of the product, which is to eliminate snoring and provide a better night's sleep for couples. The headline is attention-grabbing and plays on the common frustration that some partners have with snoring.

Question 2

The tendency of a commercial to lose its effectiveness when it is seen repeatedly by viewers is known as:

Accepted Answer

Wearout occurs when a commercial loses its effectiveness due to repeated exposure to the target audience. This can lead to consumers tuning out or ignoring the ad altogether, diminishing its impact.

Question 3

Philips Lighting is concerned over whether its humorous advertising campaign will be effective in increasing its level of brand awareness among consumers.In terms of the persuasion matrix the independent and dependent variables of interest here are:

Accepted Answer

The persuasion matrix includes four independent variables (source, message, channel, and receiver) and two dependent variables (attention and retention). In this case, the independent variable of interest is the humorous message used in the advertising campaign. The dependent variable of interest is the level of brand awareness among consumers, which falls under retention. Therefore, the best choice is C, message/retention.

Question 4

Which of the following statements about the use of ad campaigns based on humorous commercials is true?

Accepted Answer

While humorous commercials can be effective, wearout can still occur. However, using multiple message executions in a campaign can help avoid wearout.

Question 5

NYNEX owned a substantial portion of the yellow pages advertising business in the New York/New England region,which it needed to protect following the breakup of AT&T.To protect itself from competitors,NYNEX ran a series of ads.One was a picture of a blue rabbit and headlined,"Hair Tinting." Another showed Barbie and Ken dressed in doctor costumes and headlined "Plastic Surgeons." At the bottom of each ad was the tag line,"If it's out there,it's in NYNEX yellow pages." This approach to yellow pages listings was successful because it had a _____ appeal.

Accepted Answer

The use of a blue rabbit and Barbie and Ken dressed as doctors in humorous situations suggests that the ad had a humorous appeal. This approach can be effective in attracting attention and creating positive associations with the brand.

Question 6

The protection motivation model suggests that ads using fear appeals should provide the target audience with information about:

Accepted Answer

The protection motivation model suggests that fear appeals should provide information about the severity of the threat, the probability of the threat occurring, and the effectiveness and ease of implementing a coping response. Therefore, all of the above options should be included in ads using fear appeals according to this model.

Question 7

A dental hygienist in an ad for toothpaste is quoted as saying, "If patients could see what I see, they'd all use Colgate Total." Since everyone who goes to a dentist regularly is worried about plaque, gingivitis, and cavities, and her statement implies other brands do a poorer job than Colgate Total at preventing dental problems, Colgate is using a(n) _____ appeal.

Accepted Answer

The answer of A dental hygienist in an ad for...

Question 8

Some marketers avoid the use of humor in their advertising because:

Accepted Answer

Some marketers avoid the use of humor in their advertising because they believe that it can draw attention away from the product. The humor may be so entertaining that the viewers remember the ad for being funny but forget the actual product or service being advertised.

Question 9

Humor is more commonly used and is typically more effective with _____ products.

Accepted Answer

Humor is more effective with low-involvement, feeling products because these products often rely on emotional appeal rather than detailed information or logical reasoning to influence consumer decisions.

Question 10

The _____ is another approach to explain the curvilinear nature of fear appeals.The model suggests both the cognitive appraisal of information in a fear appeal message and the emotional response mediate persuasion.

Accepted Answer

The protection motivation model (PMM) is the approach that suggests both the cognitive appraisal of information in a fear appeal message and the emotional response mediate persuasion. It proposes that individuals are motivated to protect themselves from perceived threats by evaluating the severity and vulnerability of the threat and the efficacy of the recommended response. The PMM suggests that moderate levels of fear (not too high, not too low) are most effective in persuasion.

Question 11

Top ad agency researchers and creative directors generally believe:

Accepted Answer

All the statements reflect common beliefs about the use of humor in advertising, including its potential benefits and limitations.

Question 12

Which of the following statements describes a reason why marketers often use personal channels of communication?

Accepted Answer

All of the options presented are valid reasons why marketers often use personal channels of communication. Information received from personal influence channels is generally more persuasive, personal channels offer more flexibility, personal channels can be adapted to fit the needs of the receiver, and personal channels can respond to objections raised by consumers.

Question 13

Humorous messages may be effective because they enhance _____ and may reduce _____.

Accepted Answer

Humorous messages grab attention and can reduce counterarguing by making the message more enjoyable and less threatening.

Question 14

A potential problem of using advertising with a strong fear appeal message to try to discourage drug abuse by teenagers is that:

Accepted Answer

Teenagers may tune out or become desensitized to a message with a high level of fear. This may cause the message to have the opposite effect and actually increase the likelihood of drug abuse. It is important to strike a balance between the potential consequences of drug abuse and providing positive alternatives and support.

Question 15

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 _____ appeal.

Accepted Answer

The advertising appeals that express or imply physical or emotional danger to the consumers and try to motivate them to take steps to remove the threat are known as fear appeals. Fear appeals intend to create a sense of urgency or fear in the minds of consumers which will prompt them to take the desired action, such as purchasing a product or service.

Question 16

Before deciding to use a fear-appeal message strategy,an advertiser should consider what level of fear to use in the message because:

Accepted Answer

All the options provided are valid considerations when deciding on the level of fear to use in a fear-appeal message strategy.

Question 17

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

Accepted Answer

Television and radio advertisements are externally paced because the pace of the processing of information is predetermined by the duration of the advertisement. The viewer or listener cannot control the pace at which the information is presented.

Question 18

When an advertiser wants to present a detailed message with a large amount of information,which medium should be used?

Accepted Answer

Magazines provide ample space for advertisers to present detailed information with full-color images and graphics. They are a targeted medium that allows for niche marketing, ensuring that the message is reaching the right audience. Magazines are also known for their longer shelf life, which means that the advertisement can be seen repeatedly over time.

Question 19

The Dial soap ad campaign that used the slogan,"Aren't you glad you use Dial? Don't you wish everybody did?" is a good example of:

Accepted Answer

The answer of The Dial soap ad campaign that used...

Question 20

Fear appeal ads promoting _____ would stress negative physical consequences or outcomes while appeals for _____ would stress the threat of social disapproval or rejection.

Accepted Answer

Fear appeal ads for seat belts focus on the negative physical consequences of not wearing them, such as injury or death in an accident. In contrast, deodorant ads often emphasize the threat of social disapproval or rejection due to body odor.

Quiz 6: Source,message,and Channel Factors