Question 1

The practice of showing brand-name items in movies and TV shows is called

Accepted Answer

Product placement is the practice of showing brand-name items in movies and TV shows, often by intentionally incorporating them into the storyline or setting. It is a form of advertising that can be more subtle and less intrusive than traditional commercials, as it allows brands to reach audiences in a more natural and organic way.

Question 2

Music functions as a mnemonic device by

Accepted Answer

Music functions as a mnemonic device by stimulating brand recall, as it helps in remembering information associated with the music.

Question 3

Which of the following states about the effect of color is false?

Accepted Answer

Research has not conclusively shown that drivers of red cars receive more speeding tickets than drivers of other colors. The other statements (A, C, D) have been supported by various studies, indicating the psychological and social impacts of color on perception and behavior.

Question 4

Advertising jingles for baby back ribs and $5 foot-long sandwiches help consumers remember specific brands. This use of music best illustrates which of the following?

Accepted Answer

Mnemonic devices, such as jingles, are used to help people remember something, in this case, specific brand names for baby back ribs and $5 foot-long sandwiches.

Question 5

Hanisch examined whether fragrances could reduce arachnophobia (fear of spiders) among females. The results revealed that

Accepted Answer

A pleasant fragrance reduced fear the most, suggesting that positive sensory experiences can help alleviate phobias.

Question 6

Chevy uses the Bob Seager song "Like a rock…" in its truck commercials to reinforce the theme that Chevy trucks are tough. This use of music best illustrates which of the following?

Accepted Answer

The use of the Bob Seager song "Like a rock..." in Chevy truck commercials is an example of association, as the company is associating the theme of toughness with its trucks in viewers' minds through the use of this music.

Question 7

As a tool for influence, music persuades

Accepted Answer

Music has the potential to persuade through both central processing, which involves cognitive evaluation and analysis of the message conveyed by the music, and peripheral processing, which involves a more automatic and emotional response to the music. Therefore, the correct answer is C, as both central and peripheral processing can contribute to the persuasive effects of music.

Question 8

To the extent that self-help audio tapes do bring about changes in people, it is probably because

Accepted Answer

The answer of To the extent that self-help audio tapes...

Question 9

GoDaddy.com's 2013 Superbowl commercial featured a computer geek and a gorgeous supermodel sharing a long, slow, wet kiss. The commercial is an example of

Accepted Answer

The commercial is an example of shock advertising, which aims to create a strong emotional response or reaction from the audience through the use of controversial or provocative imagery or themes. The unexpected nature of the kiss between the two seemingly opposite characters (a computer geek and a supermodel) is intended to grab viewers' attention and generate buzz around the commercial.

Question 10

Images that are shown so quickly or sounds that are played so faintly that they can't be consciously registered are called

Accepted Answer

Images or sounds that are shown/played so quickly or faintly that they can't be consciously registered are called subliminal. This is a term used in psychology to describe stimuli that are presented below the threshold of conscious awareness.

Question 11

According to Gass & Seiter,

Accepted Answer

Most Americans believe that subliminal persuasion is common, and most believe it works, according to Gass & Seiter.

Question 12

According to Gass & Seiter, the most effective approach for an advertiser to use is

Accepted Answer

Product placement is considered the most effective approach according to Gass & Seiter. This is because it integrates the product or brand into the media content in a way that feels natural and unobtrusive, making it more memorable and likely to influence consumer behavior.

Question 13

Embedding images in magazine ads appears to be ________________ as a means of influencing brand preferences.

Accepted Answer

The answer of Embedding images in magazine ads appears to...

Question 14

Suppose you are a registered dietician in charge of a school cafeteria. Your goal is to reduce the number of "empty" calories (e.g., high in sugar and fat, low in protein and other nutrients) that school children consume at lunch. You should

Accepted Answer

The answer of Suppose you are a registered dietician in...

Question 15

Within the African-American community, individuals with lighter skin tone tend to receive preferential treatment compared to individuals with darker skin tone. This general preference is known as

Accepted Answer

The general preference for lighter skin tone within the African-American community is known as color complex. Color complex refers to the internalized belief that lighter skin tone is more desirable and superior to darker skin tone.

Question 16

Which of the following statements about backward-masked messages or reverse speech is most accurate?

Accepted Answer

Research has shown that backward-masked messages or reverse speech do not have a discernible effect on behavior or mood, as the human brain does not process reversed audio in a way that influences conscious thought or actions.

Question 17

Making prison inmates wear pink underwear illustrates the use of color as

Accepted Answer

Making inmates wear pink underwear can be seen as a method of power and control as it serves to humiliate and dehumanize them, reinforcing the idea that they are inferior and under the authority of the prison system. It is an example of using color to exert dominance and establish social order within the prison environment.

Question 18

Background music has been shown to have an effect on all of the following except

Accepted Answer

Background music has been shown to have an effect on mood, shopping pace, consumer purchases, and patient anxiety. However, there is limited evidence to suggest that background music has any significant impact on wagering by gamblers.

Question 19

Professor Kruger grades students' papers with a red pen. Professor Myer grades students' papers with a blue pen. Assuming the quality of students' papers in their classes is the same, one would expect that

Accepted Answer

Research suggests that the color red can be associated with errors and caution, potentially making someone more critical or attentive to mistakes. This could lead Prof. Kruger, who uses a red pen, to find more mistakes compared to Prof. Meyer, who uses a blue pen.

Question 20

All of the strategies below have been shown to be effective except

Accepted Answer

While shock advertising, image-oriented advertising, and anti-ads/subvertising have all been shown to be effective advertising strategies, there is limited evidence to support the effectiveness of NLP (Neuro-Linguistic Programming) in advertising. Therefore, the answer is D - NLP has not been shown to be an effective advertising strategy.

Quiz 1: Why Study Persuasion