Question 1

Humor can detract from or enhance the message content of an advertisement.

Accepted Answer

Humor can be a powerful tool in capturing and maintaining a viewer's attention, but it can also overshadow the intended message if not executed properly. When done correctly, humor can enhance the message and make it more memorable. However, if the humor is inappropriate or offensive, it can detract from the message and even harm the brand's reputation.

Question 2

Humor enhances source credibility.

Accepted Answer

The answer of Humor enhances source credibility....

Question 3

The lower the relevance of an issue,the lower the threat intensity that is needed to activate a response.

Accepted Answer

The relevance of an issue to an individual or group actually determines how significant or intense a threat must be to elicit a response. High relevance typically means even low-intensity threats can activate a response, while low relevance might require higher threat intensity to do the same.

Question 4

People who are highly involved in a topic can be motivated by a relatively small amount of fear.

Accepted Answer

When people are highly involved in a topic, their levels of passion and interest can make them more receptive to messages that elicit fear, even if the fear is not particularly intense. This is known as "motivated reasoning." Therefore, a relatively small amount of fear can be enough to motivate them to take action or change their behavior.

Question 5

Humor enhances liking of both the advertisement and the advertised brand.

Accepted Answer

Several studies have found that humor can increase the effectiveness of advertising, including enhancing consumers' liking of both the advertisement and the advertised brand.

Question 6

The Q Score reveals the proportion of a group that is familiar with a person and regards that person as one of their favorites.

Accepted Answer

The Q Score is a measurement used in the entertainment industry to evaluate a celebrity's popularity and appeal. It is determined by surveying a representative sample of the population to determine the proportion that is familiar with the celebrity and regards them as one of their favorites. Therefore, the Q Score does reveal the proportion of a group that is familiar with a person and regards them as one of their favorites.

Question 7

Humor is more successfully used with new rather than established products.

Accepted Answer

Humor can be effectively used for both new and established products, as it helps in creating a memorable impression and building a connection with the audience. The success of humor in advertising does not solely depend on the product's market status but on how well the humor aligns with the brand's image and message.

Question 8

Humorous advertisements generally involve the use of incongruity resolution.

Accepted Answer

Humorous advertisements often create an incongruity or unexpected situation or comparison, which is then resolved in a surprising or amusing way. This can be through visual or verbal means, such as using irony or parody. The resolution of the incongruity creates the humor and helps to make the advertisement memorable.

Question 9

A performer's Q Score is calculated by taking his or her popularity percentage divided by the familiarity percentage.

Accepted Answer

This is correct. The Q Score is a measure of a performer's likability and appeal to the public, calculated by dividing popularity percentage by familiarity percentage.

Question 10

The effects of humor can differ due to differences in audience characteristics.

Accepted Answer

Different people have different senses of humor, cultural backgrounds, age, gender, and personality traits, which can influence how they perceive and respond to humor. As a result, the effects of humor can vary from person to person and from one audience to another.

Question 11

The most important factor considered by executives in the selection of a celebrity endorser is celebrity credibility.

Accepted Answer

Celebrity credibility is a key factor in the selection of a celebrity endorser as it impacts the effectiveness of the endorsement and the consumer's willingness to purchase the product or service being endorsed. Other factors may also be considered, but credibility is typically the most important.

Question 12

What is funny in one region of a country will generally be funny in another region.

Accepted Answer

Humor and what people find funny can vary greatly based on cultural norms, values, and experiences. What is considered hilarious in one region may not translate to another region, especially if there are language or cultural barriers.

Question 13

Matchup between spokesperson and audience similarity is especially important when the product or service in question is one where audience members are heterogeneous in terms of their taste and attribute preferences.

Accepted Answer

When the audience is heterogeneous, it becomes crucial to match the spokesperson with the audience to ensure effective communication and persuasion. This is because each audience member may have different taste and attribute preferences, and a spokesperson who can connect with them on these levels is more likely to win their trust and favor.

Question 14

The theory of psychological reactance helps explain why fear appeals in advertising work.

Accepted Answer

The theory of psychological reactance suggests that people resist persuasion attempts when they perceive their freedom is threatened, which can make fear appeals less effective.

Question 15

Consumers are more likely to adopt an attitude or undertake an action when a likable person promotes that action.

Accepted Answer

This is known as the "likability effect," where individuals are more willing to comply with requests or recommendations made by someone they find likable or attractive.

Question 16

Humor offers an advantage over nonhumor at increasing persuasion.

Accepted Answer

The answer of Humor offers an advantage over nonhumor at...

Question 17

Depending on the targeted audience,the effectiveness of a fear appeal is often related to its level of intensity.

Accepted Answer

The effectiveness of a fear appeal is often related to its level of intensity, as different audiences may have different thresholds for what they consider a credible threat. A message that is too mild may not be taken seriously, while one that is too intense may overwhelm the audience and cause them to tune out or reject the message. It is important to strike a balance and tailor the fear appeal to the specific audience and context.

Question 18

Ads with physically attractive endorsers have not been shown to produce more favorable evaluations of advertised brands than ads with less attractive communicators.

Accepted Answer

According to research, ads with physically attractive endorsers have been shown to produce more favorable evaluations of advertised brands than ads with less attractive communicators.

Question 19

Humorous ads are more effective than nonhumorous ads only when consumers' evaluations of the advertised brand are already positive.

Accepted Answer

When consumers already have a positive attitude towards a brand or product, adding humor to the advertisement will increase their positive response and attitude towards the brand. However, if there is little or no prior familiarity or positive attitude towards the brand, humorous ads may not be as effective.

Question 20

Advertisers avoid subjective judgments when deciding whether a prospective endorser matches well with the brand image and its intended target market.

Accepted Answer

Advertisers do use subjective judgment when deciding whether a prospective endorser matches well with the brand image and target market. They consider factors such as the endorser's personality traits, reputation, and values, as well as how they may be perceived by the target market.

Quiz 11: Endorsers and Message Appeals in Advertising