Deck 7: Persuading Customers

Question 1

________ media are the original communications channels that advertisers have used, and include print and broadcast.

A) Comparative
B) Traditional
C) Social
D) Informal
E) Symbolic

Answer 1

B

Question 2

Big Jim's Furniture Store frequently advertises on the local radio station. The type of media Big Jim's is using is broadly categorized as ________.

A) comparative media
B) traditional media
C) social media
D) informal media
E) symbolic media

Answer 2

B

Question 3

________ are the channels for transmitting communications.

A) Receivers
B) Senders
C) Noise
D) Media
E) Frames of reference

Answer 3

D

Question 4

When Christopher sees an ad in a newspaper about a particular product, goes to the store, reviews the actual product offer in the store, rejects the product, and tells the salesperson why he did not buy the product, he is providing ________ in the communications model established by the store.

A) noise
B) a message
C) media forms
D) feedback
E) none of the above

Question 5

________ is the first element in the traditional communications model.

A) Sender (Source)
B) Media
C) Receiver
D) Noise
E) Channel of communication

Question 6

In order to be persuasive, the receivers ________.

A) must decode the messages the way the senders intended
B) must like humor appeals
C) must like sexual appeals
D) must like violent images
E) all of the above

Question 7

The transmission of a message from a sender to a receiver via a medium of transmission is known as ________.

A) feedback
B) stimulation
C) communication
D) transfer
E) expression

Question 8

________ media are online channels, social networks, and mobile electronic devices.

A) Comparative
B) New
C) Traditional
D) Informal
E) Symbolic

Question 9

While Julia is watching television, she is faced with the clutter of nine successive commercial messages during a program break. The marketer who is running the second ad in the series is unlikely to communicate effectively with Julia because the other eight ads are ________.

A) selective exposure
B) symbolic noise
C) psychological noise
D) informal noise
E) figurative noise

Question 10

The ________ affects the persuasive impact of the message.

A) credibility of the level
B) credibility of the noise
C) credibility of the source
D) credibility of the receiver
E) credibility of the feedback

Question 11

Geoff is responsible for online marketing for the local automotive dealership. He manages the website, Facebook page, and Twitter account. The type of media he is responsible for is broadly categorized as ________.

A) comparative media
B) traditional media
C) new media
D) informal media
E) symbolic media

Question 12

________ is consumers' selectivity in paying attention to advertising messages.

A) Selective exposure
B) Perceptual noise
C) Psychological noise
D) Informal exposure
E) Symbolic exposure

Question 13

________ in the form of competing advertising messages or distracting thoughts can impact the reception of a promotional message.

A) Selective exposure
B) Symbolic noise
C) Psychological noise
D) Informal exposure
E) Symbolic exposure

Question 14

The medium or communication channel can be impersonal, like ________, or interpersonal, like ________.

A) telephone conversations with a salesperson; mass media
B) a face-to-face conversation with a salesperson; print media
C) billboards; an online chat with a salesperson
D) mass media; newspaper ad
E) a radio advertisement; a television advertisement

Question 15

________ are messages that companies transmit through their marketing departments, advertising or public relations agencies and spokespersons.

A) Interpersonal communications
B) Impersonal communications
C) Receiver communications
D) Noise communications
E) Informal communications

Question 16

The sources of ________ are organizations that develop and transmit appropriate messages through their marketing departments, advertising or public relations agencies, and spokespersons.

A) informal communication
B) word-of-mouth communication
C) interpersonal communication
D) impersonal communication
E) intrapersonal communication

Question 17

The ________ of formal, interpersonal marketing communications is likely to be a targeted prospect or a customer.

A) sender
B) feedback
C) marketer
D) receiver
E) medium

Question 18

Which of the following is an example of a formal communications source?

A) a parent
B) a friend
C) a salesperson
D) a work colleague
E) a doctor

Question 19

In addition to the four basic components of sender, receiver, medium, and message, ________ is the fifth essential component of communication.

A) stimulation
B) feedback
C) transfer
D) expression
E) creativity

Question 20

The key factor underlying the persuasive impact of a personal or interpersonal message received from either a formal or informal source is ________.

A) the number of times the message is sent
B) the source's credibility
C) the number of times the message is received
D) the type of broadcast medium used
E) the extent to which the receiver's peers understand the message

Question 21

When Aleve notes that you can take two Aleve caplets all day instead of more Tylenol caplets, it is using a ________.

A) comparative appeal
B) fear appeal
C) humor appeal
D) negative frame
E) timeliness appeal

Question 22

When a marketer stresses the benefits to be lost by not using the product, the company is using ________.

A) visual complexity
B) psychologically noise
C) positive message framing
D) negative message framing
E) a two-sided appeal

Question 23

A marketer is better off using a one-sided message than a two-sided message when ________.

A) the audience is well educated
B) the audience is likely to hear opposing claims
C) the audience does not initially favor the marketer's message
D) the audience favors a competitor
E) the audience is friendly/uses the product

Question 24

An advertisement is ________ when it contains dense perceptual features and/or elaborate creative designs.

A) visually complex
B) psychologically noisy
C) overdesigned
D) incomprehensible
E) positively framed

Question 25

Negative message framing is likely to appeal to which two groups?

A) consumers with high need for cognition and consumers with an independent self-view
B) consumers with low need for cognition and consumers with an independent self-view
C) consumers with low need for cognition and consumers with an interdependent self-view
D) consumers with high need for cognition and consumers with an interdependent self-view
E) consumers with high need for cognition and consumers who have ample opportunity to process the ad's content

Question 26

A marketer uses a ________ when it acknowledges competing products in its marketing communications.

A) one-sided message
B) two-sided message
C) positive frame
D) negative frame
E) vocal cue

Question 27

Which of the following is NOT a way to overcome psychological noise?

A) Repeat the ad several times.
B) Use contrast in communications.
C) Customize messages to customers with digital technologies.
D) Use effective positioning and offer a unique value proposition.
E) All of the above are ways to overcome psychological noise.

Question 28

Jonas noticed that he got better results from his direct marketing television campaign when his ad appeared first in the series of advertisements. He is likely experiencing the impact of the ________.

A) primacy effect
B) recency effect
C) positive frame
D) negative frame
E) symbolic effect

Question 29

Channels of ________ permit marketers to send addressable, customized messages based on data gathered from tracing consumers' surfing and clicks online to individual consumers or small groups.

A) narrowcasting
B) broadcasting
C) traditional media
D) informal media
E) symbolic media

Question 30

Customized messages that are sent to particular consumers based mostly on the consumers' prior shopping behavior, which marketers have observed and analyzed, are also called ________.

A) traditional media
B) broadcasting
C) addressable advertising
D) informal interpersonal media
E) symbolic media

Question 31

Which of the following factors does NOT make a one-sided message more effective than a two-sided message.

A) The audience uses the advertiser's products.
B) The audience is critical.
C) The audience initially favors the communicator's position.
D) The audience is not likely to hear an opposing argument.
E) All of the above make a one-sided message more effective than a two-sided message.

Question 32

Addressable advertising consists of ads sent to specific persons or small audiences rather than groups of consumers. Unlike broadcasted promotional messages, addressable ads have which of the following characteristics?

A) customized
B) interactive
C) response-measurable
D) all of the above
E) none of the above

Question 33

What is the most effective way to make sure a promotional message stands out and is received and decoded appropriately by the target audience?

A) Repeat the ad several times.
B) Use contrast in communications.
C) Customize messages to customers with digital technologies.
D) Use effective positioning and offer a unique value proposition.
E) Use a sexual appeal.

Question 34

The sponsor's first step in developing a communication for a consumer is ________.

A) select an appropriate medium to send the message
B) design the message in an appropriate manner
C) decode the message
D) establish objectives of the message
E) measure exposure

Question 35

________ stresses the benefits to be gained by using a specific product, whereas ________ stresses the benefits to be lost by not using the product.

A) One-sided messaging; two-sided messaging
B) Positive message framing; negative message framing
C) The central route to persuasion; the peripheral route to persuasion
D) The peripheral route to persuasion; the central route to persuasion
E) Negative message framing; positive message framing

Question 36

When material presented first produces a greater effect than material presented later, this is known as the ________. When the material presented last produces a greater effect than material presented earlier, this is known as the ________.

A) central route to persuasion; peripheral route to persuasion
B) recency effect; primacy effect
C) primacy effect; recency effect
D) positive message framing; negative message framing
E) peripheral route to persuasion; central route to persuasion

Question 37

If the audience is friendly to the advertiser's products, initially favors the communicator's position, or if it is not likely to hear an opposing argument, then a ________ is most effective. If the audience is critical or unfriendly and well educated, then a ________ is likely to be more effective.

A) positive message frame; negative message frame
B) two-sided message; one-sided message
C) peripheral route to persuasion; central route to persuasion
D) negative message frame; positive message frame
E) one-sided message; two-sided message

Question 38

Josie directs her advertising agency to focus on the benefits of her company's product without mentioning the competition. She is asking for a ________.

A) one-sided message
B) two-sided message
C) positive frame
D) negative frame
E) vocal cue

Question 39

Consumers with ________ are less likely to consider peripheral cues, such as endorser's likeability, in processing the ad.

A) high need for cognition
B) low need for cognition
C) low involvement
D) low need for stimulation
E) high need for stimulation

Question 40

A marketer uses a ________ when it claims product superiority for its brand over one or more explicitly named or implicitly identified competitors.

A) comparative appeal
B) fear appeal
C) humor appeal
D) negative frame
E) timeliness appeal

Question 41

Before launching his ad campaign, Jerry asked a test group of consumers to read the ad copy and report whether they liked the message, understood the message correctly, and regarded the message as effective and persuasive using semantic-differential and Likert scales. This feedback is an example of ________.

A) physiological measures
B) UPC codes
C) attitudinal measures
D) day-after recall tests
E) net income tests

Question 42

A marketer uses ________ to increase the acceptance and persuasiveness of their advertising communications, resulting in their use in an estimated 80% of all ads.

A) comparative appeals
B) fear appeals
C) humor appeals
D) negative frames
E) timeliness appeals

Question 43

A marketing study found that respondents believed that a dark-haired celebrity model would be more effective in selling gold jewelry than a blond-haired celebrity would if the dark-haired celebrity was not perceived to be ethnic. What two ideas of using celebrities as communication sources are most likely to be at work here?

A) Celebrities should be attractive, but not too attractive.
B) The celebrity's image should match that of the product, and blond-haired models are too common for the exclusive image of gold.
C) The celebrity's image should match that of the product and should embody cultural meaning.
D) The celebrity's image should embody cultural meanings that contrast with the product's cultural stereotypic image.
E) none of the above

Question 44

The two psychological constructs that impact consumers' responses to ads that depict nudity include ________ and sensation seeking.

A) need for cognition
B) need for humor
C) sexual self-schema
D) innovativeness
E) need for drama

Question 45

Only through ________ can the sender of a message determine whether and how well the message was received.

A) creative use of media
B) specifically identifying the target market
C) feedback
D) the sales response
E) receivers' facial expressions and body language

Question 46

Which of the following tracks the degree of attention paid to the components of viewed advertisements through monitoring electrical impulses produced by the viewer's brain?

A) Facial EMG
B) brain wave analysis
C) eye-tracking
D) attitudinal measures
E) UPC codes

Question 47

Emphasizing the negative consequences that may occur unless a consumer changes behavior is called ________.

A) a fear appeal
B) a rational appeal
C) social marketing
D) comparative marketing
E) none of the above

Question 48

The personality trait named ________ is focused on a person's tendency to enjoy, engage or seek out amusement.

A) need for cognition
B) sensation seeking
C) dogmatism
D) innovativeness
E) need for humor

Question 49

During testing for the movie Her, test audiences used dials (located in their armrests) to indicate their levels of interest or disinterest during the showing of the movie. This feedback is an example of ________.

A) physiological measures
B) UPC codes
C) attitudinal measures
D) day-after recall tests
E) net income tests

Question 50

In order to assess whether respondents like a message, understand it correctly, and regard it as effective and persuasive, researchers generally use ________.

A) psychological noise
B) interpersonal feedback
C) perceptual defense
D) attitudinal measures
E) impersonal messages

Question 51

________, which are tied to computerized cash registers, are used to track the sales effects of food and other packaged good advertising.

A) Physiological measures
B) UPC codes
C) Attitudinal measures
D) Day-after recall tests
E) Net income tests

Question 52

Which of the following is NOT one of the guidelines marketers should follow when using fear appeals?

A) understand the target audience's reaction to a fear appeal and its previous experiences
B) the boomerang effect
C) changing behavior is a long and complex process
D) try to achieve high levels of anxiety
E) repeat advertising using fear appeals in moderation over the long term

Question 53

________ track bodily responses to stimuli.

A) Physiological measures
B) UPC codes
C) Attitudinal measures
D) Day-after recall tests
E) Net income tests

Question 54

Immediate feedback is the factor that makes ________ so effective.

A) impersonal messages
B) mass marketing
C) television advertising
D) print advertising
E) personal selling

Question 55

Marketers measure their communications' ________, or whether the message was received, understood, and interpreted correctly.

A) direct effects
B) indirect effects
C) sales effects
D) persuasion effects
E) net income effects

Question 56

Fear appeals are unlikely to be effective among persons to score high on the personality variable termed ________.

A) dogmatism
B) promotion-focused
C) disgust aversion
D) need for cognition
E) sensation seeking

Question 57

Marketers measure their communications' ________, or whether the messages of a given campaign have generated the sales level defined in the campaign's objectives.

A) direct effects
B) indirect effects
C) sales effects
D) persuasion effects
E) net income effects

Question 58

Which of the following is NOT true regarding humorous appeal?

A) Using humor is more appropriate for low-involvement than high-involvement products.
B) Humor is more effective in targeting consumers that already have a positive attitude for the product.
C) Lower sensation seekers are more receptive to humor appeals than higher sensation seekers.
D) Humor that is relevant to the product is more effective than humor unrelated to the product.
E) Humor attracts attention and enhances one's liking of the product advertised.

Question 59

Which is the most studied advertising appeal?

A) comparative
B) fear
C) humor
D) negative frame
E) timeliness

Question 60

During the economic downturn, companies like Chase and Bank of America used advertising appeals to help restore confidence in banks and make people feel good during the down economic times. These were examples of ________.

A) fear appeals
B) timeliness appeals
C) humor appeals
D) sexual appeals
E) wordplay

Question 61

FOOT CREAM MINI CASE: Athlete's Aid is a foot cream designed to prevent athlete's foot with once-daily application after showering. Athlete's Aid advertising features Tom Brown, a well known football player, giving a testimonial on how effectively Athlete's Aid prevents athletes foot and the terrible foot smell associated with it. These television ads are placed at the end of the advertising series immediately before kick-off in a number of important games during the football season, with the ad repeated during the rest of the game.
In the FOOT CREAM MINI CASE, Athlete's Aid emphasizes the use of its product to prevent athlete's foot. This is an example of ________.

A) deceptive advertising
B) positive message framing
C) corrective advertising
D) comparative advertising
E) negative message framing

Question 62

FOOT CREAM MINI CASE: Athlete's Aid is a foot cream designed to prevent athlete's foot with once-daily application after showering. Athlete's Aid advertising features Tom Brown, a well known football player, giving a testimonial on how effectively Athlete's Aid prevents athletes foot and the terrible foot smell associated with it. These television ads are placed at the end of the advertising series immediately before kick-off in a number of important games during the football season, with the ad repeated during the rest of the game.
In the FOOT CREAM MINI CASE, the Athlete's Aid commercial is an example of ________ communication.

A) formal, interpersonal
B) informal, interpersonal
C) interactive, interpersonal
D) formal, impersonal
E) informal, impersonal

Question 63

HEADACHE MINI CASE: Fast Relief sells a pain killer that is especially effective on relieving headache pain. Under the slogan "If you really want to fix a problem, you have to use the right tools," Fast Relief advertising points out that while its tablets aren't as effective at relieving muscle pain as Cure-All, its leading competitor, clinical trials have shown that Fast Relief is 10 times more effective than Cure-All at relieving headaches. At the beginning of the advertising spot, a woman is shown with her eyes shut tight and her hand pressed against her forehead. Over the course of the ad, the woman's face gradually relaxes and she begins to look relieved and comfortable. Fast Relief also advertises its products by having its tablets used by actors to relieve their headaches during popular television shows.
In the HEADACHE MINI CASE, Fast Relief maintains that its tablets relieve headache pain 10 times more effectively than Cure-All. This is an example of ________.

A) deceptive advertising
B) psychological noise
C) corrective advertising
D) branded entertainment
E) positive message framing

Question 64

When the source is well respected and highly thought of by the intended audience, the message is much more likely to be ignored.

Question 65

The principle of redundancy suggests marketers should repeat exposures to advertising messages to overcome psychological noise and facilitate message reception.

Question 66

TISSUE MINI CASE: Paper Queen is a paper goods company that has recently come out with its own line of Kleenex-like face tissues. In order to promote its new product, Paper Queen has sponsored a Friday Night Tear-Jerker movie series for the month of April on local network television stations. During March, leading up to the movie series, Paper Queen advertised the upcoming event during the same time slot on a number of competing television stations in an effort to expose even channel surfers to its advertising. After the promotions started, Paper Queen measured the success of its advertising campaign based on the number of boxes of tissues it sold.
In the TISSUE MINI CASE, Paper Queen's advertising campaign delivery is best described as ________ communication.

A) formal, interpersonal
B) informal, interpersonal
C) interactive, interpersonal
D) formal, impersonal
E) informal, impersonal

Question 67

TISSUE MINI CASE: Paper Queen is a paper goods company that has recently come out with its own line of Kleenex-like face tissues. In order to promote its new product, Paper Queen has sponsored a Friday Night Tear-Jerker movie series for the month of April on local network television stations. During March, leading up to the movie series, Paper Queen advertised the upcoming event during the same time slot on a number of competing television stations in an effort to expose even channel surfers to its advertising. After the promotions started, Paper Queen measured the success of its advertising campaign based on the number of boxes of tissues it sold.
In the TISSUE MINI CASE, which of the following is most likely to be used to track the sales effects of the promotional campaign?

A) brain wave analysis
B) attitudinal measures
C) UPC codes
D) facial EMG
E) Likert scales

Question 68

The communications model requires a source and a message, but receivers of the message are not part of the model.

Question 69

FOOT CREAM MINI CASE: Athlete's Aid is a foot cream designed to prevent athlete's foot with once-daily application after showering. Athlete's Aid advertising features Tom Brown, a well known football player, giving a testimonial on how effectively Athlete's Aid prevents athletes foot and the terrible foot smell associated with it. These television ads are placed at the end of the advertising series immediately before kick-off in a number of important games during the football season, with the ad repeated during the rest of the game.
In the FOOT CREAM MINI CASE, Athlete's Aid's placement of advertisements at the end of an advertising series is an attempt to take advantage of ________.

A) primacy effects
B) repetition
C) recency effects
D) positive message framing
E) advertising resonance

Question 70

Newspapers and magazines are examples of print mass media.

Question 71

TISSUE MINI CASE: Paper Queen is a paper goods company that has recently come out with its own line of Kleenex-like face tissues. In order to promote its new product, Paper Queen has sponsored a Friday Night Tear-Jerker movie series for the month of April on local network television stations. During March, leading up to the movie series, Paper Queen advertised the upcoming event during the same time slot on a number of competing television stations in an effort to expose even channel surfers to its advertising. After the promotions started, Paper Queen measured the success of its advertising campaign based on the number of boxes of tissues it sold.
In the TISSUE MINI CASE, the way Paper Queen measured the effectiveness of its advertising is considered ________.

A) inferred feedback
B) sensitive feedback
C) direct feedback
D) generalized feedback
E) interpersonal feedback

Question 72

A photograph or illustration conveys nonverbal messages.

Question 73

TISSUE MINI CASE: Paper Queen is a paper goods company that has recently come out with its own line of Kleenex-like face tissues. In order to promote its new product, Paper Queen has sponsored a Friday Night Tear-Jerker movie series for the month of April on local network television stations. During March, leading up to the movie series, Paper Queen advertised the upcoming event during the same time slot on a number of competing television stations in an effort to expose even channel surfers to its advertising. After the promotions started, Paper Queen measured the success of its advertising campaign based on the number of boxes of tissues it sold.
In the TISSUE MINI CASE, by sponsoring the Friday Night Tear-Jerker movie series, Paper Queen was the only advertiser to air ads during the movie. By removing competitive advertising from the consumer's TV-watching environment during the movie, Paper Queen was trying to minimize ________.

A) product placement
B) celebrity endorsement
C) psychological noise
D) branded entertainment
E) positive message framing

Question 74

HEADACHE MINI CASE: Fast Relief sells a pain killer that is especially effective on relieving headache pain. Under the slogan "If you really want to fix a problem, you have to use the right tools," Fast Relief advertising points out that while its tablets aren't as effective at relieving muscle pain as Cure-All, its leading competitor, clinical trials have shown that Fast Relief is 10 times more effective than Cure-All at relieving headaches. At the beginning of the advertising spot, a woman is shown with her eyes shut tight and her hand pressed against her forehead. Over the course of the ad, the woman's face gradually relaxes and she begins to look relieved and comfortable. Fast Relief also advertises its products by having its tablets used by actors to relieve their headaches during popular television shows.
In the HEADACHE MINI CASE, by pointing out that Fast Relief is not very effective at relieving muscle pain, the company is engaging in ________.

A) deceptive advertising
B) two-sided advertising
C) corrective advertising
D) comparative advertising
E) positive message framing

Question 75

Generally, it is easier to obtain immediate feedback from interpersonal communications than impersonal communications.

Question 76

FOOT CREAM MINI CASE: Athlete's Aid is a foot cream designed to prevent athlete's foot with once-daily application after showering. Athlete's Aid advertising features Tom Brown, a well known football player, giving a testimonial on how effectively Athlete's Aid prevents athletes foot and the terrible foot smell associated with it. These television ads are placed at the end of the advertising series immediately before kick-off in a number of important games during the football season, with the ad repeated during the rest of the game.
In the FOOT CREAM MINI CASE, ________ is the sender of the message.

A) Tom Brown
B) Tom Brown's football team
C) the television stations that air the commercial
D) Athlete's Aid
E) the National Football Association

Question 77

HEADACHE MINI CASE: Fast Relief sells a pain killer that is especially effective on relieving headache pain. Under the slogan "If you really want to fix a problem, you have to use the right tools," Fast Relief advertising points out that while its tablets aren't as effective at relieving muscle pain as Cure-All, its leading competitor, clinical trials have shown that Fast Relief is 10 times more effective than Cure-All at relieving headaches. At the beginning of the advertising spot, a woman is shown with her eyes shut tight and her hand pressed against her forehead. Over the course of the ad, the woman's face gradually relaxes and she begins to look relieved and comfortable. Fast Relief also advertises its products by having its tablets used by actors to relieve their headaches during popular television shows.
In the HEADACHE MINI CASE, Fast Relief outlines a side-by-side comparison between its pain reliever and that of Cure-All. This is known as ________

A) deceptive advertising
B) psychological noise
C) corrective advertising
D) branded entertainment
E) comparative advertising

Question 78

Radio is an example of an interpersonal medium.

Question 79

HEADACHE MINI CASE: Fast Relief sells a pain killer that is especially effective on relieving headache pain. Under the slogan "If you really want to fix a problem, you have to use the right tools," Fast Relief advertising points out that while its tablets aren't as effective at relieving muscle pain as Cure-All, its leading competitor, clinical trials have shown that Fast Relief is 10 times more effective than Cure-All at relieving headaches. At the beginning of the advertising spot, a woman is shown with her eyes shut tight and her hand pressed against her forehead. Over the course of the ad, the woman's face gradually relaxes and she begins to look relieved and comfortable. Fast Relief also advertises its products by having its tablets used by actors to relieve their headaches during popular television shows.
In the HEADACHE MINI CASE, the woman shown in the television ad demonstrates that Fast Relief is helping relieve her headache by using ________.

A) interpersonal communication
B) nonverbal cues
C) celebrity endorsement
D) corrective communication
E) verbal cues

Question 80

TISSUE MINI CASE: Paper Queen is a paper goods company that has recently come out with its own line of Kleenex-like face tissues. In order to promote its new product, Paper Queen has sponsored a Friday Night Tear-Jerker movie series for the month of April on local network television stations. During March, leading up to the movie series, Paper Queen advertised the upcoming event during the same time slot on a number of competing television stations in an effort to expose even channel surfers to its advertising. After the promotions started, Paper Queen measured the success of its advertising campaign based on the number of boxes of tissues it sold.
In the TISSUE MINI CASE, Paper Queen measured the effectiveness of its advertising via the ________.

A) sleeper effect
B) primacy effect
C) sales effect
D) publicity effect
E) persuasion effect