Deck 4: Source, Message, and Channel Factors

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.

Answer 1

C

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

Answer 2

C

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

Answer 3

D

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.

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.

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

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

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.

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.

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

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

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)

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.

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.

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.

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.

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.

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.

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

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

Question 21

_____ is defined as an attraction for a source based on a resemblance between the source and receiver.

A)Likability
B)Familiarity
C)Similarity
D)Expertise
E)Power

Question 22

Source attractiveness leads to persuasion through a process of:

A)internalization.
B)identification.
C)compliance.
D)repositioning.
E)comprehension.

Question 23

A slice-of-life commercial that shows an average head of household having great difficulty filing his federal income tax is designed to utilize which source characteristic?

A)Power
B)Compliance
C)Expertise
D)Similarity
E)Attractiveness

Question 24

Sachin Tendulkar,India's top cricketer,was paid $4.14 million over three years to promote motorbikes made by TVS,an Indian manufacturer.TVS hoped to use _____ to build brand credibility for its motorbikes.

A)celebrity expertise
B)meaning transfer
C)celebrity knowledge
D)endorsement shift
E)consumer-celebrity merging

Question 25

_____ is defined as affection for a source as a result of the source's physical appearance,behavior,or other physical characteristics.

A)Expertise
B)Power
C)Compliance
D)Familiarity
E)Likeability

Question 26

The source characteristic of attractiveness encompasses:

A)power,expertise,and recognizability.
B)similarity,likeability,and familiarity.
C)comfort,recognizability,and beauty.
D)beauty,familiarity,and recognizability.
E)expertise,familiarity,and comfort.

Question 27

The notion that a low credibility source may be just as effective as a high credibility source with the passing of time is known as the:

A)sleeper effect.
B)time/place consequence.
C)identification outcome.
D)decay effect.
E)mirage effect.

Question 28

A commercial for a floor-cleaner shows a young mother having to clean her kitchen floor after feeding her toddler.This _____ commercial is effective in part because it utilizes high source similarity.

A)comparative
B)reputational
C)slice-of-life
D)spokesperson-oriented
E)power-based

Question 29

Using the meaning transfer model of the celebrity endorsement process,celebrities draw their meanings from:

A)the products they endorse.
B)their popularity among consumers.
C)their physical appearance.
D)the roles they assume in their careers and the objects,persons,and contexts these roles bring them into contact with.
E)the commercial development process and media selection.

Question 30

Which of the following statements is true about celebrity endorsers?

A)Consumers who are very knowledgeable about a product or service tend to be most persuaded by celebrity endorsers.
B)The teenage market is generally not receptive to celebrity endorsers.
C)An individual who has strong feelings about a product will be less likely to be influenced by a celebrity endorser than someone who has a neutral attitude about the same product.
D)Recent studies suggest celebrity endorsements are becoming increasingly more important in purchase decisions.
E)Marketers do not have to worry about the personal images of the celebrities while choosing one to endorse a product or a service.

Question 31

Which source characteristic is likely to suffer when a celebrity endorses too many products and is seen too often by consumers?

A)Expertise
B)Trustworthiness
C)Physical attractiveness
D)Compliance
E)Internalization

Question 32

Which of the following statements describes a good reason for using celebrities in ads and having them endorse a company's product or service?

A)Celebrities cannot draw attention to advertising messages in a cluttered media environment.
B)The respect,popularity or admiration a celebrity enjoys may carry over to the product she or he endorses.
C)Celebrities may be unable to enhance the target audience's perceptions of the products' image or performance.
D)Consumers may focus attention on the celebrity and not attend to the product and advertising message.
E)The celebrity may be overexposed that would help achieve the recognition that is desired.

Question 33

When can a high credibility source be less effective than a moderately credible source?

A)When a receiver has an unfavorable initial attitude or position on the issue.
B)When a receiver has a favorable initial attitude or position on the issue.
C)When the source is arguing for a position that is not in line with his or her own best interest.
D)When the high credibility source is a celebrity.
E)High credibility sources are always more effective than low credibility sources.

Question 34

Marketers can try to capitalize on source similarity by hiring:

A)a beautiful model to appear in an ad.
B)a well known athlete to endorse a cosmetic in a commercial.
C)salespeople who have characteristics that match those of their customers.
D)individuals with liberal arts backgrounds to work as sales representatives for technical products.
E)actors to pretend that they are ordinary consumers.

Question 35

Which of the following is the best example of a celebrity endorser enhancing consumers' perceptions of the performance capabilities of a product?

A)Professional golfer Arnold Palmer endorsing Pennzoil motor oil
B)Former boxer George Foreman endorsing Meineke automobile repair service
C)Actress Catherine Zeta-Jones endorsing a mobile phone service
D)Model Cindy Crawford endorsing Revlon cosmetics
E)Racecar driver Ward Burton endorsing Ferris brand lawn mowers

Question 36

The use of celebrities in commercials is generally based on the source characteristics of _____ and represents an attempt to induce persuasion through the ______ process.

A)expertise;yielding
B)expertise;identification
C)power;identification
D)attractiveness;identification
E)attractiveness;internalization

Question 37

According to the sleeper effect phenomenon,

A)the impact of persuasive messages diminishes over time.
B)people retain advertising messages when they see them right before going to bed and rehearse them in their sleep.
C)the impact of persuasive messages from low-credibility sources can increase over time,since the message content becomes disassociated from the source.
D)the impact of persuasive messages from low-credibility sources decreases over time,since people forget the content of the message.
E)people instinctively disassociate low-credibility sources from messages when they are paying less than full attention to the message.

Question 38

McCracken developed a model relating to the use of celebrity endorsers.Which of the following statements represents a major implication of that model?

A)Companies should choose celebrities with stopping power as endorsers.
B)Companies should use physically attractive celebrities to endorse their products.
C)Companies should use as endorsers celebrities who project the image or meaning they want for their products.
D)The image of a celebrity comes primarily from the products she or he endorses.
E)Decisions regarding the choice of a celebrity to use as an endorser can only be made on the basis of judgment or intuition.

Question 39

For which of the following products would a marketer find the use of a physically attractive model to be most effective?

A)Cattle feed
B)Bricks
C)Azalea bushes
D)Biscuit mix
E)Lipstick

Question 40

According to the _____ model,marketers may experience negative publicity if their product endorser is accused of immoral behavior.

A)celebrity expertise
B)meaning transfer
C)celebrity popularity
D)endorsement shift
E)consumer-celebrity merging

Question 41

Message sidedness,order of presentation,and refutation are all related to which communication variable?

A)channel
B)source
C)message structure
D)receiver
E)emotional appeals

Question 42

When a source is able to administer rewards and punishments to the receiver,influence occurs through a process known as:

A)compliance.
B)identification.
C)internalization.
D)retention.
E)perceived concern.

Question 43

If viewers of the commercial perceived Barnes as being able to mete out punishment if the census forms were not filled out,then Barnes,as a message source,is said to have:

A)perceived control.
B)control persuasion.
C)perceived scrutiny.
D)expertise.
E)perceived concern.

Question 44

Marketers should draw definite conclusions in their advertising messages when:

A)the audience is highly educated.
B)the product or service is highly personal or emotionally involving so that the audience does not have the time to draw a conclusion.
C)immediate action is an objective,and the audience does not have the time or opportunity to draw a conclusion.
D)the marketer wants to increase the audiences' involvement in the message.
E)the message is simple and likely to be easily understood by the audience.

Question 45

The commercial for Burpee gardening supplies begins with a discussion of how beautiful and enjoyable gardens can be.It ends with the directive to visit the company at HYPERLINK "http://www.burpee.com/" Burpee.com and let Burpee's experience get you off to a good start.By placing the strongest point at the end of the ad,Burpee is hoping to benefit from the:

A)primacy effect.
B)recency effect.
C)sleeper effect.
D)credibility effect.
E)compliance hierarchy.

Question 46

The process by which a source with high power can influence behavior is known as:

A)internalization.
B)identification.
C)compliance.
D)retention.
E)scrutiny.

Question 47

A marketer should present the strong points at the beginning of an advertisement only when:

A)the target audience supports and can connect well with the communicators' position and the message.
B)the target audience is not interested in the topic.
C)the target audience is interested in the topic.
D)the target audience has used the product and has favorable image of the product.
E)immediate action is an objective.

Question 48

Which of the following statements is true about source power?

A)It can never be used in nonpersonal selling situations.
B)It is most effective in nonpersonal selling situations.
C)Persuasion induced through compliance is always long-term.
D)Perceived scrutiny is an important factor of source power.
E)Power as a source characteristic is very easy to apply in a nonpersonal influence situations.

Question 49

The commercial to convince people to stop smoking uses three teens bungee jumping off a bridge.When they reach the ground,each grabs a can,opens it,and takes a drink.As the third person takes a drink,the can explodes and kills him.The final screen reads,"No other product but tobacco kills every third consumer." By placing the strongest point in the ad at the end,the ad's source is hoping its message benefits from the:

A)primacy effect.
B)recency effect.
C)sleeper effect.
D)credibility effect.
E)compliance hierarchy.

Question 50

The _____ score is an absolute measure of the appeal or popularity of the celebrity.

A)Q rating
B)familiarity
C)similarity
D)one of my favorites
E)compliance

Question 51

A marketer may not want to put weak arguments at the beginning of an advertising message because this action may:

A)reduce the level of counterargument.
B)increase retention of the message.
C)lead to a high level of counterargument.
D)increase the level of interest in the message.
E)deter recipients from drawing their own conclusions.

Question 52

The headline for the Dodge Caravan ad reads,"What idiot coined the phrase 'stay-at-home-mom'?" The only other information in the ad is directions on where to call to find the nearest Dodge dealer.This ad is:

A)an example of a fear appeal.
B)designed to let the target audience draw its own conclusions.
C)an example of a refutational appeal.
D)designed to express a two-sided message.
E)effective no matter what the context of the ad medium.

Question 53

The top of the ad in a magazine targeted to women reads,"Synvise can be a great approach to osteoarthritis knee pain,says LPGA golfer Nancy Lopez and Synvise user." The rest of the ad copy explains how the prescription medication works and describes possible side-effects.The ad's source is hoping its message benefits from the:

A)primacy effect.
B)recency effect.
C)sleeper effect.
D)credibility effect.
E)compliance hierarchy.

Question 54

Marketing Evaluations Inc.'s Q rating measures:

A)the popularity of television shows.
B)the size of television viewing audiences that prefer to buy a product solely based on the celebrity who endorsed it.
C)the percentage of people who recognize a celebrity and rate him or her as one of their favorite performers.
D)the percentage of people who see celebrities as trendsetters.
E)the feedback from advertisements.

Question 55

A commercial that begins,"Is it just forgetfulness or Alzheimer's disease?" and then lists the warning signs of Alzheimer's is stating its strongest point first to gain reader attention on a subject that most people would rather not consider.The rest of the ad describes a new prescription medicine used to treat mild and moderate cases of Alzheimer's.The advertising is using a _____ to arouse interest.

A)primacy effect
B)recency effect
C)sleeper effect
D)credibility effect
E)compliance hierarchy

Question 56

If citizens of Georgia filled out the census form because they thought that Barnes (the message source)had the power to negatively impact their quality of life.In this case,Barnes would have influence through:

A)internalization.
B)compliance.
C)identification.
D)attractiveness.
E)referent power.

Question 57

If viewers of the commercial perceived Barnes as being sincerely interested in whether every citizen filled out a census form,then Barnes,as a message source,is said to have:

A)perceived control.
B)control persuasion.
C)perceived scrutiny.
D)expertise.
E)perceived concern.

Question 58

A commercial that places the strongest points at the end of the message assumes a ____,whereby the last arguments presented are the most persuasive.

A)recency effect
B)primacy effect
C)sleeper effect
D)credibility effect
E)compliance hierarchy

Question 59

Presenting the strongest arguments at the beginning of the commercial message assumes that a _____ is operating.

A)primacy effect
B)recency effect
C)sleeper effect
D)credibility effect
E)compliance hierarchy

Question 60

The _____ score indicates the percentage of the people who have heard of the endorser or the performer.

A)familiarity
B)attractiveness
C)similarity
D)one of my favorites
E)Q rating

Question 61

Ad campaigns 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 are using _____ to convince consumers that pork is as lean as chicken.

A)conclusion drawing
B)fear appeal
C)refutational appeal
D)humorous appeal
E)affective conclusion

Question 62

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.

A)confrontational
B)recency
C)nonverbal
D)refutational
E)one-sided

Question 63

Which of the following is a reason to use comparative advertising?

A)It prevents a new market entrant from positioning itself against established brands.
B)It is a way of helping position a brand in the evoked or choice set of alternatives that consumers consider.
C)It may be perceived as more ethical than non-comparative ads.
D)It does not work for market leaders and,therefore,gives competitive advantage to new entrants.
E)It is generally permitted by the Federal Trade Commission.

Question 64

_____ are messages that mention only positive product attributes or benefits.

A)One-sided messages
B)Two-sided messages
C)Refutational appeals
D)Conclusive messages
E)Slice-of-life messages

Question 65

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

A)present only arguments favoring the advertiser's position.
B)put the strongest arguments at the middle of the message.
C)inoculate the target audience against a competitor's counterclaim.
D)increase the level of counterargument.
E)are easily understood.

Question 66

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

A)gain consumers' attention.
B)confuse consumers.
C)distract consumers.
D)get consumers to engage in more simplistic processing.
E)distract consumers from the negative aspects of the product.

Question 67

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:

A)conclusion drawing.
B)a fear appeal.
C)a refutational appeal.
D)a humorous appeal.
E)an affective conclusion.

Question 68

A marketer may want to use a message that draws an explicit conclusion for a target audience if the audience is:

A)highly involved with the topic.
B)highly educated.
C)low in complexity.
D)exposed to the message frequently.
E)less educated.

Question 69

Most advertisers refuse to use two-sided messages because they:

A)are concerned about the impact of a two-sided message on source credibility.
B)are concerned over presenting only the negative attributes of their brands.
C)are concerned over the negative effects of acknowledging a weakness in their brand.
D)have been proven ineffective by a number of different advertising research studies.
E)cause consumers to expect more than any product can offer.

Question 70

What type of message structure should a marketer use if immediate behavior is not an objective of the advertiser and repeated exposure will give the target audience opportunity to draw their own conclusions?

A)An open-ended message
B)A close-ended message
C)A primacy message
D)A refutational appeal
E)A fear appeal

Question 71

"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:

A)confrontational advertising.
B)two-sided advertising.
C)comparative advertising.
D)a recency appeal.
E)refutational advertising.

Question 72

In its ads,Listerine claims effectiveness but admits to less than perfect taste.This is an example of a(n):

A)one-sided message.
B)two-sided message.
C)confrontational appeal.
D)conclusive message.
E)slice-of-life commercial.

Question 73

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

A)one-sided message.
B)nonverbal message.
C)emotional appeal.
D)refutational appeal.
E)slice-of-life appeal.

Question 74

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:

A)confrontational advertising.
B)two-sided advertising.
C)comparative advertising.
D)a recency appeal.
E)refutational advertising.

Question 75

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.

A)one-sided
B)functional
C)emotional
D)refutational
E)slice-of-life

Question 76

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:

A)visual element reinforces the copy.
B)advertiser is using a poster appeal.
C)visual element is superfluous.
D)source relied on a recency effect.
E)mass marketing strategy is clearly defined.

Question 77

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

A)A company is a market leader with high market share.
B)A company is a market leader and is concerned about a new,small company entering the market.
C)A market leader wants to promote its brand to loyal users of a major competitor.
D)A company with a new brand wants to position that brand against established brands and,thus,enter the customers' evoked set.
E)A company wants its audience to know the different competitors that it is competing with.

Question 78

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

A)One-sided advertising
B)Two-sided advertising
C)Comparative advertising
D)Verbal appeals
E)Refutation

Question 79

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

A)the picture may attract too much attention to the product.
B)the processing stimulated by the picture may be less controlled and less favorable than the processing stimulated by words.
C)pictures are always low in imagery value.
D)pictures may have a negative effect on recall.
E)verbal communication is always more effective than nonverbal communications.

Question 80

When a target audience already holds a favorable opinion on a topic or issue,a(n)_____ is most effective.

A)one-sided message
B)two-sided message
C)nonverbal appeal
D)open-ended message
E)fear appeal