Question 1

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.

Accepted Answer

The "Pork, the Other White Meat" campaign is using a refutational appeal by addressing a common misconception (that pork is fatty) and providing evidence to refute it (that pork is as lean as chicken).

Question 2

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.

Accepted Answer

Refutational message appeal involves presenting arguments to counter an opposing viewpoint. This approach is effective in persuading audiences by preemptively addressing potential counterarguments and minimizing resistance to the message.

Question 3

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

Accepted Answer

Comparative advertising is a way of helping position a brand in the evoked or choice set of alternatives that consumers consider. By comparing the features, benefits, or prices of a product with those of similar products of competitors, advertisers try to create an advantage for their brand and increase its chances of being considered by consumers. This is especially relevant when the market has many similar products and consumers need to differentiate among them.

Question 4

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

Accepted Answer

One-sided messages are those that only mention positive attributes or benefits, without acknowledging any potential negative aspects of the product or service. This approach can be effective for products with straightforward benefits and a simple decision-making process, as it can create a more favorable attitude toward the product.

Question 5

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

Accepted Answer

Refutational appeals can be effective because they not only present the advertiser's position but also anticipate the counterarguments that might be posed by the target audience. By addressing the potential counterarguments, these types of messages help inoculate the audience against a competitor's claim and increase the level of counterargument. This type of communication is especially effective when the communicator refutes the arguments from the opposition with compelling evidence that supports their own position.

Question 6

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

Accepted Answer

The strategy of designing an ad with incongruent or contradicting verbal and visual information is commonly used to grab consumers' attention. The conflict between what is being said and what is being shown makes the ad stand out and captures consumers' interest. This technique is often used in ads that feature humor or surprise elements.

Question 7

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:

Accepted Answer

The Potato Board's ads use a refutational appeal by recognizing and addressing the common belief that potatoes are fattening and then providing information to counter this belief. This approach is meant to persuade the audience to change their belief and perception about potatoes being unhealthy and potentially increase potato consumption.

Question 8

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

Accepted Answer

A marketer may use an explicit conclusion when the audience is less educated, as they might need clearer guidance to understand the message.

Question 9

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

Accepted Answer

Advertisers are concerned about the negative effects of acknowledging a weakness in their brand, as it may harm brand image and consumer perceptions. This is why they avoid two-sided messages that highlight both positive and negative attributes of their brands.

Question 10

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?

Accepted Answer

An open-ended message is more flexible and allows the target audience to draw their own conclusions over time. It is ideal when the immediate behavior is not the primary objective of the advertiser, and the message is intended to build awareness and preference.

Question 11

"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:

Accepted Answer

The headline is comparing OHM by Olay Body Wash to other well-known brands, making it an example of comparative advertising.

Question 12

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

Accepted Answer

Listerine's ads contain both positive information (effectiveness) and negative information (less than perfect taste). This is known as a two-sided message.

Question 13

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

Accepted Answer

A refutational appeal is a message that anticipates and then refutes objections to a product or idea. By doing so, it can build attitudes that are resistant to attacks or criticism from competitors.

Question 14

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:

Accepted Answer

The ad is comparing the effectiveness of Lysol Basin Tub & Tile Cleaner with Scrubbing Bubbles and Tilex. Therefore, it is an example of comparative advertising.

Question 15

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.

Accepted Answer

The commercial uses a refutational appeal by addressing the argument made by their competitors that they can't sell furniture for so little money. They are trying to refute this argument by stating that they work hard to bring value for the customer's dollar and their prices are real, thus persuading their customers to trust and believe in their brand.

Question 16

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:

Accepted Answer

The visual element of the young boy using a toilet reinforces the copy about the different disinfecting abilities of Clorox and Windex wipes.

Question 17

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

Accepted Answer

Comparative advertising is most effective when a company with a new brand wants to position that brand against established brands and,thus,enter the customers' evoked set. This helps the new brand to establish itself as a viable alternative to existing brands in the market.

Question 18

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

Accepted Answer

Comparative advertising is defined as advertising that names competitors and compares the brands on one or more attributes. It may be direct or indirect in nature, and often includes visual or textual presentations of side-by-side comparisons. This type of advertising can be effective in swaying potential consumers to choose one brand over another by highlighting the strengths of the advertised brand while pointing out weaknesses of the competition.

Question 19

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

Accepted Answer

Research has shown that while visual cues may initially capture attention, the processing stimulated by pictures may be less controlled and less favorable than the processing stimulated by words, leading to reduced persuasiveness.

Question 20

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

Accepted Answer

A one-sided message is most effective when the target audience already holds a favorable opinion on a topic or issue, as it reinforces and strengthens their existing beliefs. Two-sided messages, nonverbal appeals, open-ended messages, and fear appeals are generally more effective when attempting to persuade an audience with a neutral or opposing viewpoint.

Quiz 4: Source, Message, and Channel Factors