Question 1

Which of the following statements is true about the use of corporate leaders as advertising spokespersons?
A)Many companies believe the use of a company president or CEO is an ineffective way of expressing the company's commitment to quality and customer service.
B)Only major Fortune 500 type companies use corporate leaders as spokespersons.
C)The use of corporate leaders as spokespersons can create problems if the firm's image becomes too closely tied to this individual.
D)Corporate spokespersons are ineffective for consumer products.
E)Corporate spokespersons improve the message source image but have no effect on its trustworthiness.

Accepted Answer

The use of corporate leaders as spokespersons can create problems if the firm's image becomes too closely tied to this individual. If the individual becomes involved in a scandal or leaves the company, it can negatively impact the company's image.

Question 2

When FX cable network promotes its television show The Shield,it shows bloody and provocative excerpts from upcoming episodes.Which combination of independent and dependent variables does the advertiser using the persuasion matrix consider for this commercial?
A)Source/attention
B)Source/comprehension
C)Message/yielding
D)Channel/behavior
E)Receiver/attention

Accepted Answer

The advertiser is considering the message (bloody and provocative excerpts) and the potential yielding of the viewers (their response to the message) in the persuasion matrix.

Question 3

What combination of independent and dependent variables of the persuasion matrix did The Golf Channel consider when it hired Canadian golfing pro Steve Allen to be its spokesperson in a Canadian advertising campaign and assumed he would be noticed by Canadians who golf and are interested in golf?
A)Source/yielding
B)Message/yielding
C)Channel/attention
D)Source/attention
E)Message/retention

Accepted Answer

The combination of independent and dependent variables considered in this scenario is Source (Steve Allen) as the independent variable and Attention (noticing by Canadians who golf and are interested in golf) as the dependent variable. Therefore, the answer is D) Source/attention. The other options do not match the scenario described, with messages and channels not playing a significant role.

Question 4

A marketer of supercomputers would recruit individuals with backgrounds in computer science and engineering to work as salespeople in order to ensure its sales force has high levels of:
A)expertise.
B)trustworthiness.
C)attractiveness.
D)attention.
E)yielding.

Accepted Answer

A marketer of supercomputers would want its salesforce to have expertise in computer science and engineering so that they can effectively communicate the benefits and technical specifications of the product to potential customers and address any concerns or questions they may have. Trustworthiness, attractiveness, attention, and yielding may also be important qualities for salespeople to have, but they are not the primary concern for selling supercomputers.

Question 5

A spokesperson who delivers an advertising message and/or demonstrates a product or service is known as a(n):
A)direct source.
B)indirect source.
C)message shaper.
D)source mirage.
E)source echo.

Accepted Answer

A direct source is a spokesperson who delivers an advertising message and/or demonstrates a product or service. An indirect source is someone who is not directly affiliated with the product or service being advertised, such as a celebrity endorsing a product they do not actually use. A message shaper is someone who helps shape the content and tone of the advertising message, but is not necessarily the spokesperson delivering it. Source mirage and source echo are not common terms in advertising.

Question 6

A(n)_____ doesn't actually deliver a message but draws attention to and/or enhances the appearance of the ad.
A)direct source
B)indirect source
C)message shaper
D)source mirage
E)source echo

Accepted Answer

An indirect source is a spokesperson who doesn't actually deliver a message but draws attention to and/or enhances the appearance of the ad. This type of spokesperson can be used to create a positive association with the product or brand without explicitly stating any direct benefits or features.

Question 7

_____ is the extent to which the recipient sees the source as having relevant knowledge,skill,or experience and trusts the source to give unbiased,objective information.
A)Source attractiveness
B)Source popularity
C)Source credibility
D)Source power
E)Source identification

Accepted Answer

Source credibility refers to the perceived expertise, knowledge, and trustworthiness of the source. It is a crucial factor that influences the effectiveness of communication. The recipient is more likely to believe in and act upon the information provided by a credible source compared to a source that is not viewed as credible. Factors that contribute to source credibility include expertise, knowledge, experience, honesty, and objectivity.

Question 8

A mobile phone company uses Catherine Zeta-Jones in all of its print and broadcast advertising.The extremely attractive and talented English-born actress is used because she is more likely to attract the potential consumers of mobile phones.In terms of the response stages of the persuasion matrix,the mobile phone company is trying to influence:
A)reception.
B)channel.
C)attention.
D)presentation.
E)behavior.

Accepted Answer

The mobile phone company is trying to influence attention, as they are using Catherine Zeta-Jones in their advertising to attract potential consumers' attention.

Question 9

A study conducted by Roobina Ohanian about consumers' perceptions of celebrity endorsers found that the characteristic which influenced consumers' intentions to purchase a product endorsed by a celebrity is his/her perceived:
A)expertise.
B)attractiveness.
C)trustworthiness.
D)similarity.
E)likability.

Accepted Answer

Ohanian's study concluded that the characteristic which significantly influenced consumers' intentions to purchase a product endorsed by a celebrity is their perceived expertise. This means that consumers believed that the celebrity endorser had credibility and knowledge in the product they were endorsing, making consumers more likely to trust and purchase that product.

Question 10

According to the persuasion matrix,which of the following is a dependable variable of the communications model?
A)Source
B)Message
C)Comprehension
D)Channel
E)Type of message appeal

Accepted Answer

The answer of According to the persuasion matrix,which of the...

Question 11

Expertise and trustworthiness are very important when focusing on source ____,one of the categories of source attributes.
A)power
B)attractiveness
C)credibility
D)identification
E)image

Accepted Answer

Source credibility refers to the expertise, trustworthiness, and perceived goodwill of a source. Therefore, when focusing on source attributes, it is important to consider the credibility of the source, which includes expertise and trustworthiness. Option A, power, refers to a source's ability to impose their will on others, Option B, attractiveness, refers to the physical appearance, personality or likability of the source, Option D, identification, refers to how well the source is perceived as a member of a group or as similar to the target audience, and Option E, image, refers to the general perception or impression of the source. While these factors may also influence the effectiveness of a source, they are not as important as the credibility of the source.

Question 12

The _____ is a planning tool that can be used by marketers to consider how controllable elements of the communications process interact with the consumers' response process.
A)dissonance/attribution model
B)persuasion matrix
C)AIDA model
D)response model
E)elaboration likelihood model (ELM)

Accepted Answer

The persuasion matrix is a planning tool used by marketers to consider how controllable elements of the communications process interact with the consumers' response process. The matrix consists of four quadrants that analyze the message, the audience, and the channel/medium used for communication. It helps in identifying the optimal mix of these elements to achieve the desired response from the target audience. The other options are also models of consumer behavior, but they are not specifically related to the planning process of a communication campaign.

Question 13

Marketers who try to select spokespeople whose traits will maximize their message influence are concerned about their credibility.The two important dimensions associated with credibility are:
A)consistency and image.
B)image and trustworthiness.
C)recognizability and expertise.
D)expertise and trustworthiness.
E)image and expertise.

Accepted Answer

The two important dimensions associated with credibility are expertise and trustworthiness. Marketers want their spokespeople to be seen as knowledgeable experts who can be trusted to deliver accurate and reliable information. This helps enhance the credibility of their message and increase the likelihood that their target audience will be influenced by it. While consistency, recognizability, and image may also be important factors in selecting a spokesperson, expertise and trustworthiness are generally considered to be the most critical dimensions of credibility.

Question 14

Marketers try to select spokespeople whose traits will maximize their message influence.According to Herbert Kelman,the three categories of source attributes that should be considered during the selection process are:
A)power,image,and knowledge.
B)credibility,attractiveness,and power.
C)knowledge,fee,and recognizability.
D)consistency,credibility,and continuity.
E)credibility,recognizability,and individuality.

Accepted Answer

According to Herbert Kelman, the three categories of source attributes that should be considered during the selection process are credibility, attractiveness, and power. These attributes are important because they can increase the likelihood that the spokesperson will be perceived as trustworthy, likable, and influential, which can ultimately enhance the message's impact on the audience. Therefore, option B is the correct answer.

Question 15

The owner of Shane Corporation,a jewelry retail chain,is the voiceover on all of his stores' commercials.He explains how his company differs from other chain stores and gives advice on buying jewelry.Because he is recognized as a professional jewelry expert,his appearance in his company's ads can enhance the ads' source:
A)credibility.
B)attractiveness.
C)power.
D)recognizability.
E)likability.

Accepted Answer

The owner being recognized as a professional jewelry expert enhances the credibility of the ads.

Question 16

One way a supermarket can make its ads seem more trustworthy is by:
A)showing customers talking about the supermarket on hidden cameras.
B)hiring new attractive actors and actresses who look like people wished they looked.
C)using cartoon characters in humorous shopping experiences.
D)using loud music or an unsettling color combination.
E)advertising repetitively in short intervals.

Accepted Answer

Showing real customers talking about their positive experiences with the supermarket on hidden cameras can provide a sense of authenticity and transparency, making the ads more trustworthy. This approach is more effective than using actors or cartoons, which may come across as artificial or insincere. Loud music, unsettling colors, and repetitive advertising are likely to turn customers off rather than make the ads more trustworthy.

Question 17

Which of the following statements is true about source credibility?
A)High credibility sources are always more effective than low credibility sources.
B)The use of a low credibility source is more effective when the audience has an unfavorable initial opinion or attitude on the issue.
C)The persuasiveness of a low credibility source may decline over time due to the sleeper effect phenomenon.
D)A low or moderately credible source can be more effective than a high credibility source when the receiver has a favorable initial attitude or opinion.
E)Low credibility sources are more effective than high credibility sources when they are arguing for a position opposing their own best interest.

Accepted Answer

A low or moderately credible source can be more effective than a high credibility source when the receiver has a favorable initial attitude or opinion. This is because the receiver may already be inclined to agree with the message and a low credibility source may not be perceived as a threat to their beliefs. Additionally, if the argument is weak, a high credibility source may actually damage the persuasion attempt by being perceived as manipulative or biased.

Question 18

The independent variable in the persuasion matrix that takes into account the passage of information from one person to another is:
A)the source.
B)the message.
C)behavior.
D)retention.
E)destination.

Accepted Answer

The destination is the independent variable in the persuasion matrix that takes into account the passage of information from one person to another. The destination is the person or group of people who receive the message and can either accept or reject it. The behavior, retention, and source variables are also important, but they are not directly related to the passage of information from one person to another. The message variable is the content of the communication that is being passed on, but it is not an independent variable that influences the passage of information.

Question 19

According to the persuasion matrix,which of the following is an independent variable or stage in the response process?
A)Attention
B)Comprehension
C)Destination
D)Yielding
E)Retention

Accepted Answer

The answer of According to the persuasion matrix,which of the...

Question 20

_____ is the process where the receiver adopts the opinion of the credible communicator since he or she believes information from this source is accurate.
A)Identification
B)Compliance
C)Internalization
D)Conformity
E)Yielding

Accepted Answer

Internalization is the process where the receiver adopts the opinion of the credible communicator because he or she believes that the information from this source is accurate. In this process, the receiver not only accepts the opinion but also integrates it into his or her belief system. Identification is the process where the receiver adopts the opinion of the credible communicator because he or she admires or desires to be like the source. Compliance is the process where the receiver adopts the opinion of the credible communicator to gain rewards or avoid punishment. Conformity is the act of adjusting one's behavior or attitudes to match those of a group or society. Yielding is the act of giving in or surrendering to pressure from others.

Quiz 4: Source, Message, and Channel Factors

Which of the following statements is true about the use of corporate leaders as advertising spokespersons?

When FX cable network promotes its television show The Shield,it shows bloody and provocative excerpts from upcoming episodes.Which combination of independent and dependent variables does the advertiser using the persuasion matrix consider for this commercial?

What combination of independent and dependent variables of the persuasion matrix did The Golf Channel consider when it hired Canadian golfing pro Steve Allen to be its spokesperson in a Canadian advertising campaign and assumed he would be noticed by Canadians who golf and are interested in golf?

A marketer of supercomputers would recruit individuals with backgrounds in computer science and engineering to work as salespeople in order to ensure its sales force has high levels of:

A spokesperson who delivers an advertising message and/or demonstrates a product or service is known as a(n) :

A(n) _____ doesn't actually deliver a message but draws attention to and/or enhances the appearance of the ad.

_____ is the extent to which the recipient sees the source as having relevant knowledge,skill,or experience and trusts the source to give unbiased,objective information.

A study conducted by Roobina Ohanian about consumers' perceptions of celebrity endorsers found that the characteristic which influenced consumers' intentions to purchase a product endorsed by a celebrity is his/her perceived:

According to the persuasion matrix,which of the following is a dependable variable of the communications model?

Expertise and trustworthiness are very important when focusing on source ____,one of the categories of source attributes.

The _____ is a planning tool that can be used by marketers to consider how controllable elements of the communications process interact with the consumers' response process.

Marketers who try to select spokespeople whose traits will maximize their message influence are concerned about their credibility.The two important dimensions associated with credibility are:

Marketers try to select spokespeople whose traits will maximize their message influence.According to Herbert Kelman,the three categories of source attributes that should be considered during the selection process are:

One way a supermarket can make its ads seem more trustworthy is by:

Which of the following statements is true about source credibility?

The independent variable in the persuasion matrix that takes into account the passage of information from one person to another is:

According to the persuasion matrix,which of the following is an independent variable or stage in the response process?

_____ is the process where the receiver adopts the opinion of the credible communicator since he or she believes information from this source is accurate.