Question 1

A marketer may want to use a message that draws an explicit conclusion for a target audience that is
A)highly involved with the topic.
B)highly educated.
C)low in complexity.
D)exposed to the message frequently.
E)less educated.

Accepted Answer

The answer of A marketer may want to use a...

Question 2

The beginning of an ad in a women's magazine reads, "Charlotte BB cream has been approved by dermatologists.It is good for sensitive skin and has no side effects." The rest of the ad copy explains the benefits of the BB cream and features user testimonials.By placing its most important message in the heading, 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.

Accepted Answer

The primacy effect suggests that information presented first is most effectively remembered, which is the strategy the ad is using by highlighting its key message at the beginning.

Question 3

A public awareness advertisement that aims to convince people to give up smoking features three teens bungee jumping off a bridge.When they reach the ground, each grabs a soda can, opens it, and takes a sip.As the third person takes a sip, 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.

Accepted Answer

The recency effect refers to the phenomenon where people are more likely to remember and be influenced by the information that they received last. By placing the strongest point at the end of the ad, the source is hoping to take advantage of the recency effect and leave a lasting impression on the viewer.

Question 4

When SeaWorld Entertainment ran an integrated campaign to defend itself against criticism by the animal activist group PETA, it was using __________________ messages.
A)sleeper
B)indirect
C)confrontational
D)refutational
E)slice-of-life

Accepted Answer

Refutational messages are used to directly address criticism or negative opinions, presenting counterarguments or evidence to refute them. In this case, SeaWorld was defending itself against PETA's accusations and using refutational messages to address them.

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

Accepted Answer

The furniture store is using a refutational appeal by starting with the statement of their competitors doubting their ability to sell furniture for a low price and then refuting it by explaining how they work hard to provide value for their customers.

Question 6

If the target audience is opposed to a communicator's position, presenting strong points first can
A)increase the extent of disapproval.
B)increase criticism of the message.
C)reduce the level of counterargument.
D)reduce the level of interest in the message.
E)encourage recipients to draw their own conclusions.

Accepted Answer

When the audience is opposed to the communicator's position, presenting strong points first can help reduce the level of counterargument. This means that by presenting the strongest points first, the audience may be more likely to listen and consider the message, rather than immediately dismissing it. This increases the chances of the audience being persuaded to the communicator's position.

Question 7

An advertisement for Flora Gardening Supplies begins with a discussion of how beautiful and enjoyable gardens can be.It ends with the directive to visit the company website and guarantees that the online experience will convince consumers to buy the company's products.By placing the strongest point at the end of the ad, Flora is hoping to benefit from the
A)primacy effect.
B)recency effect.
C)sleeper effect.
D)credibility effect.
E)compliance hierarchy.

Accepted Answer

The recency effect suggests that people tend to remember information that is presented last better than information presented earlier. By placing the directive to visit the website and the guarantee at the end of the advertisement, Flora Gardening Supplies is hoping that consumers will remember this information and be more likely to visit the website and purchase their products.

Question 8

_____ are messages that mention only positive product attributes or benefits.
A)One-sided messages
B)Close-ended messages
C)Refutational appeals
D)Conclusive messages
E)Slice-of-life messages

Accepted Answer

One-sided messages only present positive attributes or benefits of a product or service without discussing any potential drawbacks or negatives.

Question 9

A(n) _____ is a special type of two-sided message in which a communicator presents both sides of an issue and then disproves an opposing viewpoint.
A)contradictory appeal
B)nonverbal message
C)emotional appeal
D)refutational appeal
E)slice-of-life appeal

Accepted Answer

A refutational appeal is a persuasive message that presents both sides of an argument and then refutes the opposing viewpoint. This type of message is effective because it shows that the communicator has considered all perspectives and has logical reasons for siding with their own argument.

Question 10

When Cassie presented her sales pitch to a skeptical audience that was not interested in what she was selling, she opened with strong arguments to arouse interest in her message. This is an application of the
A)primacy effect.
B)recency effect.
C)sleeper effect.
D)credibility effect.
E)compliance hierarchy.

Accepted Answer

The primacy effect suggests that what comes first tends to be remembered better than what comes later. In this case, Cassie opened with strong arguments to create a good first impression and arouse interest in her message, which is an application of the primacy effect.

Question 11

An advertisement that places the strongest points at the end of a 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

Accepted Answer

The recency effect refers to the tendency for people to remember and be influenced by the most recent information they have received. By placing the strongest points at the end of a message, advertisers are utilizing this effect to make sure that their most persuasive arguments are the last thing the audience hears or sees, making it more likely that they will be remembered and acted upon.

Question 12

When a target audience already holds a favorable opinion of a topic, a(n) _____ is most effective.
A)one-sided message
B)two-sided message
C)nonverbal appeal
D)open-ended message
E)fear appeal

Accepted Answer

When the target audience already holds a favorable opinion, a one-sided message that reinforces their beliefs is most effective. A two-sided message or fear appeal may risk creating doubt or skepticism, and a nonverbal or open-ended message may not provide sufficient information or reinforcement.

Question 13

Which of the following is true of refutational appeals?
A)They are not as effective as one-sided messages.
B)They do not feature negative connotations of the products advertised.
C)They tend to "inoculate" the target audience against a competitor's counterclaims.
D)They are used typically when the target audience is less educated.
E)They are a special type of one-sided message.

Accepted Answer

Refutational appeals involve acknowledging and addressing potential counterarguments or criticisms, which can help "inoculate" the target audience against those arguments if they are later presented by a competitor. This strategy can make the target audience more resistant to persuasion from competitors, making refutational appeals an effective tool to use in competitive advertising. Option A is incorrect because refutational appeals can be more effective than one-sided messages, depending on the audience and other factors. Option B is incorrect because refutational appeals often do mention negative aspects of the product or brand being advertised, but they address those criticisms in order to show that they are not as significant as the competition may claim. Option D is incorrect because there is no evidence to suggest that refutational appeals are used more often with less-educated audiences. Option E is incorrect because refutational appeals are a distinct type of persuasive message that involves addressing potential counterarguments or criticisms.

Question 14

In its ads, Xenon, an antibacterial mouthwash, claims to effectively kill germs but admits to possessing a bittersweet taste.This is an example of a
A)one-sided message.
B)two-sided message.
C)confrontational appeal.
D)conclusive message.
E)slice-of-life commercial.

Accepted Answer

The advertisement is admitting to a potential disadvantage (the bittersweet taste) while still promoting the effectiveness of the product (killing germs). This is a two-sided message.

Question 15

Which of the following types of message structure should a marketer use if immediate behavior is not an objective and if repeated exposure will give the target audience an opportunity to draw its own conclusions?
A)an open-ended message
B)a close-ended message
C)a primacy message
D)a refutational appeal
E)a fear appeal

Accepted Answer

An open-ended message allows the target audience to draw its own conclusions and is effective when repeated exposure is possible. It is not focused on immediate behavior but instead allows for more thought and consideration.

Question 16

An ad headline for Fantasia ice cream in a local newspaper reads, "How can you relive your childhood this summer?" The only other information in the ad is a list of locations of Fantasia ice cream parlors in the city.This ad is
A)an example of a rational appeal.
B)designed to let the target audience draw their own conclusions.
C)an example of an appeal based on refutation.
D)designed to express a two-sided message.
E)effective irrespective of the context of the advertising medium.

Accepted Answer

The ad is designed to let the target audience draw their own conclusion by posing a question that asks how they can relive their childhood. The ad does not provide a direct answer but instead encourages the audience to visit the Fantasia ice cream parlors to relive their childhood memories. The list of locations is provided to make it easier for the audience to find a nearby parlour. This type of ad is an example of an indirect or subtle approach to advertising, which can be effective in capturing the attention of the target audience.

Question 17

While designing a commercial for Bliss Burgers, the marketing department proposed using a two-sided message structure.However, the company management was apprehensive and insisted on using a one-sided advertising message.Which of the following statements best describes the reason for the management's apprehension?
A)The management was concerned about the impact of a two-sided message on source credibility.
B)The management was concerned over presenting only the negative attributes of Bliss Burgers.
C)The management was concerned over the negative effects of acknowledging a weakness in its brand.
D)Two-sided messages were proven ineffective by a number of different advertising research studies.
E)Two-sided messages cause consumers to expect more than any product could offer.

Accepted Answer

The management's apprehension is due to their concern over the negative effects of acknowledging a weakness in its brand. They prefer to present only positive attributes and avoid highlighting any weaknesses or negatives that could potentially harm the brand's image.

Question 18

Marketers should draw definite conclusions in their advertising messages when
A)the audience is highly educated.
B)the product requires emotional involvement.
C)immediate action is an objective.
D)high audience involvement is required.
E)the message is simple and likely to be easily understood by the audience.

Accepted Answer

Definite conclusions can create a sense of urgency and prompt immediate action, which is an objective best suited for situations where a quick response is needed. This approach can be effective in advertising campaigns where products or services require immediate action or response from the audience.

Question 19

Wafers Lounge Inc., a manufacturer of packaged foods, specializes in potato-based snacks and features ads which acknowledge the perception that potatoes are fattening.However, they subsequently present information that counters 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.

Accepted Answer

This is a refutational appeal because it acknowledges a common belief (that potatoes are fattening) and then presents information that counters it.

Question 20

A marketer should present the strong points at the beginning of an advertising message when
A)the target audience can connect well with the marketer's position.
B)the target audience is not interested in the topic.
C)the target audience is not biased toward certain brands.
D)the target audience has used the product and has a favorable image of the product.
E)immediate action is an objective.

Accepted Answer

Presenting strong points at the beginning is effective when the audience is not interested, as it captures attention quickly.

Quiz 6: Source, Message, and Channel Factors

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

When SeaWorld Entertainment ran an integrated campaign to defend itself against criticism by the animal activist group PETA, it was using __________________ messages.

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.

If the target audience is opposed to a communicator's position, presenting strong points first can

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

A(n) _____ is a special type of two-sided message in which a communicator presents both sides of an issue and then disproves an opposing viewpoint.

When Cassie presented her sales pitch to a skeptical audience that was not interested in what she was selling, she opened with strong arguments to arouse interest in her message. This is an application of the

An advertisement that places the strongest points at the end of a message assumes a _____, whereby the last arguments presented are the most persuasive.

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

Which of the following is true of refutational appeals?

In its ads, Xenon, an antibacterial mouthwash, claims to effectively kill germs but admits to possessing a bittersweet taste.This is an example of a

Which of the following types of message structure should a marketer use if immediate behavior is not an objective and if repeated exposure will give the target audience an opportunity to draw its own conclusions?

An ad headline for Fantasia ice cream in a local newspaper reads, "How can you relive your childhood this summer?" The only other information in the ad is a list of locations of Fantasia ice cream parlors in the city.This ad is

Marketers should draw definite conclusions in their advertising messages when

Wafers Lounge Inc., a manufacturer of packaged foods, specializes in potato-based snacks and features ads which acknowledge the perception that potatoes are fattening.However, they subsequently present information that counters this belief.This is an example of

A marketer should present the strong points at the beginning of an advertising message when