Chap006
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Chap006

Course: MARKETING 353, Spring 2012

School: CSU Fullerton

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Chapter 06 - Source, Message, and Channel Factors 1. (p. 179) 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) 2. (p. 179) According to the persuasion matrix, which of...

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06 Chapter - Source, Message, and Channel Factors 1. (p. 179) 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) 2. (p. 179) 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 3. (p. 179) 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. 4. (p. 179) 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 5. (p. 180) 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 6-1 Chapter 06 - Source, Message, and Channel Factors 6. (p. 180) 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 7. (p. 180) 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. 8. (p. 180) 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. 9. (p. 180) 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 10. (p. 181) 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. 6-2 Chapter 06 - Source, Message, and Channel Factors 11. (p. 181) _____ 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 12. (p. 181) 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. 13. (p. 181) _____ 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 14. (p. 181) 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 15. (p. 181; 182) 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. 6-3 Chapter 06 - Source, Message, and Channel Factors 16. (p. 181) 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. 17. (p. 183) 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. 18. (p. 184) 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. 19. (p. 185) 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. 6-4 Chapter 06 - Source, Message, and Channel Factors 20. (p. 185) 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. 21. (p. 185) 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. 22. (p. 185) 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. 23. (p. 185) 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. 24. (p. 185) 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. 6-5 Chapter 06 - Source, Message, and Channel Factors 25. (p. 185) _____ 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 26. (p. 185) _____ 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 27. (p. 186) Source attractiveness leads to persuasion through a process of: A. internalization. B. identification. C. compliance. D. repositioning. E. comprehension. 28. (p. 186) 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 29. (p. 186) 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. 6-6 Chapter 06 - Source, Message, and Channel Factors 30. (p. 186) 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 31. (p. 186) 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 32. (p. 187) 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 33. (p. 188) 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. 34. (p. 190) 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 6-7 Chapter 06 - Source, Message, and Channel Factors 35. (p. 190) 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 36. (p. 190) 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. 37. (p. 191) 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. 38. (p. 191) 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 6-8 Chapter 06 - Source, Message, and Channel Factors 39. (p. 191) 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. 40. (p. 194) 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 41. (p. 194) 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 42. (p. 194) 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 43. (p. 194) 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. 6-9 Chapter 06 - Source, Message, and Channel Factors 44. (p. 196) 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. 45. (p. 196) 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. 46. (p. 196) 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. 47. (p. 196) 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. 48. (p. 196) 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. 6-10 Chapter 06 - Source, Message, and Channel Factors 49. (p. 196) 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. 50. (p. 197) 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 51. (p. 197) 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 52. (p. 197) 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 53. (p. 197) 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 6-11 Chapter 06 - Source, Message, and Channel Factors 54. (p. 197) 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 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. 55. (p. 197) 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. 56. (p. 197) The top of ad the 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. 57. (p. 197) 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. 6-12 Chapter 06 - Source, Message, and Channel Factors 58. (p. 197) 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. 59. (p. 198) 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. 60. (p. 198) The headline for the Dodge Caravan ad reads, "What idiot coined the phrase stayat-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. 61. (p. 198) 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. 62. (p. 198) 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 6-13 Chapter 06 - Source, Message, and Channel Factors 63. (p. 198) _____ 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 64. (p. 198) 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. 65. (p. 198) 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 66. (p. 199) 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. 67. (p. 199) 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. 6-14 Chapter 06 - Source, Message, and Channel Factors 68. (p. 199) 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 69. (p. 199) 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. 70. (p. 199) 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 71. (p. 199) 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 72. (p. 199) 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. 6-15 Chapter 06 - Source, Message, and Channel Factors 73. (p. 199) 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. 74. (p. 200) 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. 75. (p. 200) 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. 76. (p. 202) 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. 77. (p. 202) _____ 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 6-16 Chapter 06 - Source, Message, and Channel Factors 78. (p. 202) 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. 79. (p. 202) 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. 80. (p. 202) "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. 81. (p. 202) A magazine 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 Windex is a disinfectant and Clorox is a disinfectant as well as a cleanser. This ad is an example of: A. confrontational advertising. B. two-sided advertising. C. comparative advertising. D. a verbal appeal. E. refutational advertising. 82. (p. 202) An ad for Tums antacid shows a patron at a diner asking for Tums to alleviate his heartburn. The waitress points to a bowl that is filled with a jumble of Maalox, Rolaids, Tums and other antacids. The waitress says that all antacids are the same, and the patron then explains her to that Tums is the only antacid that has calcium. Tums is using: A. one-sided advertising. B. two-sided advertising. C. comparative advertising. D. verbal appeals. E. refutation. 6-17 Chapter 06 - Source, Message, and Channel Factors 83. (p. 203) Advertising appeals that express or imply some type of physical or emotional danger and try to arouse consumers to take steps to remove the threat are known as _____ appeals. A. comparative B. irrational C. humor D. fear E. nonverbal 84. (p. 203) A dental hygienist in an ad for toothpaste is quoted as saying, "If patients could see what I see, they'd all use Colgate Total." Since everyone who goes to a dentist regularly is worried about plaque, gingivitis, and cavities, and her statement implies other brands do a poorer job than Colgate Total at preventing dental problems, Colgate is using a(n) _____ appeal. A. comparative B. irrational C. humor D. fear E. nonverbal 85. (p. 203) An ad campaign to convince people to stop smoking uses three teens bungee jumping off a bridge. When they reach the ground, each grabs a soda 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." This ad is using a(n) _____ appeal. A. comparative B. irrational C. leveling D. fear E. nonverbal 6-18 Chapter 06 - Source, Message, and Channel Factors 86. (p. 203) The Blooms deodorant ad campaign that used the slogan, "Aren't you glad you use Blooms? Don't you wish everybody did?" is a good example of: A. a low fear appeal. B. an irrational appeal. C. comparative advertising. D. a refutational appeal. E. source power. 87. (p. 204) A potential problem of using advertising with a strong fear appeal message to try to discourage drug abuse by teenagers is that: A. there is no appropriate medium. B. fear appeals never work with teenagers. C. a message with a high level of fear may have inhibiting effects and be tuned out by teenagers. D. the high fear message may not work among teenagers who are low in self-confidence and want to avoid the issue. E. parents may be offended if the message is perceived as too frightening. 88. (p. 204) The _____ is another approach to explain the curvilinear nature of fear appeals. The model suggests both the cognitive appraisal of information in a fear appeal message and the emotional response mediate persuasion. A. protection motivation model B. non-monotonic model C. cognitive response model D. response-stimuli hierarchy E. persuasive delimiter model 89. (p. 205) An ad for Snorestop Extinguisher, a nose spray to eliminate snoring, has the headline, "Wife shoots husband and rests in peace." This ad uses _____ to attract attention and convey a key selling point. A. a two-sided message approach B. a humor appeal C. comparative advertising D. a refutational appeal E. a primacy appeal 6-19 Chapter 06 - Source, Message, and Channel Factors 90. (p. 205) Humorous messages may be effective because they enhance _____ and reduce ____. A. counterargument; support arguing B. counterargument; attention C. attention; support arguing D. attention; counterargument E. counterargument; distraction 91. (p. 205) NYNEX owned a substantial portion of the yellow pages advertising business in the New York/New England region, which it needed to protect following the breakup of AT&T. To protect itself from competitors, NYNEX ran a series of ads. One was a picture of a blue rabbit and headlined, "Hair Tinting." Another showed Barbie and Ken dressed in doctor costumes and headlined "Plastic Surgeons." At the bottom of each ad was the tag line, "If it's out there, it's in NYNEX yellow pages." This approach to yellow pages listings was successful because it had a _____ appeal. A. fear B. two-sided C. refutational D. comparative E. humorous 92. (p. 206) The tendency of a commercial to lose its effectiveness when it is seen repeatedly by viewers is known as: A. repetition. B. the qualitative effect. C. wearout. D. commercial reactance. E. frequency overexposure. 93. (p. 206) Which of the following statements is true about the use of ad campaigns based on humorous commercials? A. Humorous commercials never become boring. B. Low involvement products are more suitable for humor advertising. C. Research evidence proves humor does not wear out as fast as other types of advertising appeals. D. All well-designed commercial are immune to commercial wearout. E. Humorous advertisements could be made for all kinds of products, services, and audiences. 6-20 Chapter 06 - Source, Message, and Channel Factors 94. (p. 206) Some marketers avoid the use of humor in their advertising because: A. humor can draw attention away from the product. B. humor has no shock value and does not draw consumers' attention to the ad. C. effective humor is no challenge for creatives to produce. D. humor can put the consumer in a good mood and increase liking of the ad. E. humor compels the receiver to engage in counterargument. 95. (p. 206) Humor is more commonly used and is typically more effective with _____ products. A. low-involvement, thinking B. high-involvement, thinking C. low-involvement, feeling D. high-involvement, feeling E. high-involvement, analyzing 96. (p. 207) For which of the following media is the processing of information in advertisements likely to be externally paced? A. Television and radio B. Magazines, billboards, and radio C. Magazines and newspapers D. Transit advertising, billboards, and all forms of outdoor advertising E. Magazines, newspapers, and direct mail 97. (p. 207) When an advertiser wants to present a detailed message with a large amount of information, which medium should be used? A. Radio B. Television C. Billboards D. Magazines E. Transit signs 98. (p. 207) Information from ads presented in the broadcast media is: A. externally paced. B. self-paced. C. internally paced. D. personally paced. E. qualitative media. 99. (p. 207) A direct mail piece, advertising a collection of home maintenance books, would have its information: A. externally paced. B. self-paced. C. virtually paced. D. controlled by the message recipient. E. placed in qualitative media. 6-21 Chapter 06 - Source, Message, and Channel Factors 100. (p. 208) The attractive editorial and advertising environment created by a publication such as Architectural Digest has a(n) _____ on advertising messages contained within its slick pages. A. externally paced impact B. positive quantitative media effect C. cluttered effect D. shaping effect E. positive qualitative media effect 101. (p. 208) A magazine entitled Natural Health: The Guide to True Wellness would have a strong _____ on an ad for organic produce. A. externally paced impact B. positive quantitative media effect C. cluttered effect D. shaping effect E. positive qualitative media effect 102. (p. 208) Advertisers who want to advertise on Emmy-winning television shows are looking to have the positive impressions of the show transfer to their products. This transference is called a: A. self-paced impact B. positive quantitative media effect C. cluttered effect D. shaping effect E. positive qualitative media effect 103. (p. 208) A _____ is the influence the medium has on a message. A. qualitative media effect B. quantitative media effect C. media mix effect D. promotional mix influence E. self-paced effect 6-22 Chapter 06 - Source, Message, and Channel Factors 104. (p. 208) Companies are willing to pay premium rates to advertise on special events such as the Olympic Games or Christmas specials because these televised events: A. attract only affluent viewers. B. create positive moods that can make viewers more responsive to commercials. C. show very few commercials. D. have low levels of advertising clutter. E. have affective appeals that are minimized by the cognitive appeal of the commercials. 105. (p. 209) Commercials placed in programs that induce negative moods are: A. processed more systematically than ads placed in programs that put viewers in positive moods. B. processed less systematically than ads placed in programs that put viewers in positive moods. C. useful when the message is intended to work through a central route to persuasion. D. useful when viewers are knowledgeable and analyze an ad in detail. E. helpful in exciting the readers and viewers of the message about the product or the service. 106. (p. 209) An advertiser whose message is placed in the middle of five consecutive commercials during a program break is facing a problem known as: A. clutter. B. media flooding. C. media bombardment. D. flighting. E. information overload. 107. (p. 209) _____ is defined as the amount of advertising in a medium. A. Qualitative media effect B. Wearout C. Clutter D. Familiarity score E. Refutation 108. (p. 209; 210) All nonprogram material that appears in a broadcast environment including commercials, public service announcements, and promotions for upcoming programs contribute to the _____ problem. A. message comparison phenomenon B. comparative advertising C. clutter D. media reduction E. quantitative media effect 6-23 Chapter 06 - Source, Message, and Channel Factors 109. (p. 210) Which of the following factors contribute the most to the "clutter" problem in television advertising? A. The use of celebrities in ads B. The use of emotional appeals C. The trend toward shorter commercials D. The increase in zapping or channel changing via remote control E. The use of fear appeals 6-24

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CSU Fullerton - MARKETING - 353
Chapter 07 - Establishing Objectives and Budgeting for the Promotional Program1. (p. 216) Many marketers are uncertain as to what the integrated marketing communicationsshould contribute to the marketing program. The only goal of their company's adverti
Liberty - EVAN - 510
READING/TAPE REPORTEVAN 500Dr. Elmer TownsNAME Steven ThomasDATE 11/30/2010GRADE_DUE DATE:_Course Title and Number EVAN 510-001Professor Elmer Towns Date of Course Fall 2010Book (Russell Chandler,The Kennedy Explosion, David C. Cook Publishing C
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Chapter 08 - Creative Strategy: Planning and DevelopmentChapter 08 Creative Strategy: Planning and Development Answer KeyMultiple Choice Questions1. (p. 259) In the development of an advertising campaign or message, creative _ involvesdetermining what
CSU Fullerton - MARKETING - 353
Chapter 09 - Creative Strategy: Implementation and EvaluationChapter 09 Creative Strategy: Implementation and Evaluation Answer KeyMultiple Choice Questions1. (p. 293) The agency that developed the Jack-in-the-Box' fast-food restaurants ads created an
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Chapter 10 - Media Planning and StrategyChapter 10 Media Planning and Strategy Answer KeyMultiple Choice Questions1. (p. 328) The primary objective of _ is to develop a framework that will deliver themessage to the target audience in the most efficien
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Chapter 11 - Evaluation of Media: Television and RadioChapter 11 Evaluation of Media: Television and Radio Answer KeyMultiple Choice Questions1. (p. 365) Advertisers who want the ability to demonstrate how their product operates andactually show its u
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Chapter 12 - Evaluation of Print MediaChapter 12 Evaluation of Print Media Answer KeyMultiple Choice Questions1. (p. 406) Which of the following statements about newspapers and magazines as advertisingmedia vehicles is true?A. Newspapers are exclusiv
CSU Fullerton - MARKETING - 353
Chapter 13 - Support MediaChapter 13 Support Media Answer KeyTrue / False Questions1. (p. 446) Support media cannot be used as a sole medium for advertising.FALSESupport media are used to reach those people in the target market the primary media may
CSU Fullerton - MARKETING - 353
Chapter 14 - Direct MarketingChapter 14 Direct Marketing Answer KeyTrue / False Questions1. (p. 474) Direct marketing is synonymous to direct-marketing media.FALSEDirect marketing uses a set of direct-response media, including direct mail, telemarket
CSU Fullerton - MARKETING - 353
Chapter 15 - The Internet and Interactive MediaChapter 15 The Internet and Interactive Media Answer KeyTrue / False Questions1. (p. 495-496) Like the other media, which are essentially unidirectional, the Internet alsoprovides only for one way flow of
CSU Fullerton - MARKETING - 353
Chapter 16 - Sales PromotionChapter 16 Sales Promotion Answer KeyMultiple Choice Questions1. (p. 520) _ is defined as a direct inducement that offers an extra value or incentive for theproduct to the sales force, distributors, or to ultimate consumer
CSU Fullerton - MARKETING - 353
Chapter 17 - Public Relations, Publicity, and Corporate AdvertisingChapter 17 Public Relations, Publicity, and Corporate Advertising Answer KeyTrue / False Questions1. (p. 572) Publicity, public relations, and corporate advertising all are integral par
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Chapter 18 - Measuring the Effectiveness of the Promotional ProgramChapter 18 Measuring the Effectiveness of the Promotional Program AnswerKeyTrue / False Questions1. (p. 603) Measuring the effects of advertising does not just save money but it helps
CSU Fullerton - MARKETING - 353
Chapter 19 - International Advertising and PromotionChapter 19 International Advertising and Promotion Answer KeyTrue / False Questions1. (p. 641) International markets are important to small and mid-size companies as well as largemultinational corpor
CSU Fullerton - MARKETING - 353
Chapter 20 - Regulation of Advertising and PromotionChapter 20 Regulation of Advertising and Promotion Answer KeyMultiple Choice Questions1. (p. 684) Advertisers are often supportive of voluntary self-regulation because:A. self-regulation is viewed as
CSU Fullerton - MARKETING - 353
Chapter 21 - Evaluating the Social, Ethical, and Economic Aspects of Advertising and PromotionChapter 21 Evaluating the Social, Ethical, and Economic Aspects of Advertisingand Promotion Answer KeyMultiple Choice Questions1. (p. 731) _ are moral princi
CSU Fullerton - MARKETING - 353
Chapter 22 - Personal Selling (online)Chapter 22 Personal Selling (online) Answer KeyMultiple Choice Questions1. (p. 4) Personal selling is typically under the control of the:A. sales manager.B. advertising department.C. promotions department.D. ma
CSU Fullerton - MARKETING - 353
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University of Michigan-Dearborn - BIOCHEM - 415
, tbt " -' 'l l ltt , 1,9,r,| , o' IIB iology 11 32 005M idtermsohrl('),r,ANAMEQuestions'nswera ll o n s cantronI R est o f p eotideiiI,i",.tldentifyt he a minoa cids i n t his p ortiono f a p eptidea t t he r iqht 1. 2. a. P a G lutamine '6
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Biology 310: Introductory BiochemistryPractice Questions for Exam 2Please be reminded that these are questions from an old exam from our course and that you should use them to get some idea of the kinds of questions that you will likely see on your exam
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Biology 310: Introductory BiochemistryPractice Questions for Exam 2Please be reminded that these are questions from an old exam from our course and that you should use them to get some idea of the kinds of questions that you will likely see on your exam
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B r o 3 l \ F a \ \7 o o +Unit 3 Questions Efrz-ulanssU1) An enzyme thatcatalyzesthe reactionAAB changes,the: A) heat of reaction B) equilibrium constant C) equilibrium concentrationof A D) entropy of the reaction E) rate of both the forward and revers
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.,(25 ,ipleGhoiceQuestions: questions,S points each)Iis for tested usein congestive heart failure; clinical it effect is an increase forceof the .,. Augmentin a newdrugbeing bontraction heartmusclE lt affectsthe Na'/K-ATPaseby blocking phosphorylation
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Print Name Bio3l0 Introductory Biochemistry8-Digit ID Winter Term 2003 Exam2FORMWrite clearly.It is wrongif we can't readit problem for For multiplechoice: choose bestanswer(s) each theThree Point Questions 1. Indicatewhich statement correct: is a. He
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Bio310Exam 2Winter Term 2004PrintNameWrite clearly. lt is wrong if we can't read it. for For multiplechoice:choosethe best answer(s) eachproblem ThreePointQuestions (PEP) of groupfromphosphenolpyruvate to pyruvate an example is 1. Transfer a phosphory
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.-r_1PRAC TICEE XAM:Bio310Introduc tory B iochemistrySpringT erm 2 002Exam3For s lrorta nswer: ou s hould niy n eed hes pace rovided. ritec learly. Y o t p W Forr nultiple hoice: hooseheb ests ingle nswerol e ach lobJem y c irclipg hel etter ext t o
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(fiPrintN ame Bio310: l ntroductory iochemistry B W interT erm2 005 E xam3FORMWrite clearly. lt is wrong if we can't read it. Form ultiple hoice: hoosehe b est a nswer(s) e achp roblem c c t f or ThreeP ointQ uestions 1.1W hich f t hef ollowing t rue
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a. b. c. d. e.Hexokinase Succinyl CoA Synthetase Triose Phosphate Isomerase Phosphoglycerate kinase Enolasea. b.Tyr residues Thr residuesa. b. c. d. e. a. b. c. d. e.Lactonase Transglycolase 6-phosphogluconate dehydrogenase Glucose 6-phosphate dehydr
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1. Which of the following would NOT be found on the extracellular face of the plasma membrane as a normal component? A. Sphingolipids like sphingomyelins B. Cholesterol C. Farnesyl-linked proteins D. Glycerophospholipids like phosphatidylserine E. Glycosy
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Winter Semester Reminder Email- SocietiesDear Societies and Student Organizations,Planning for Tech Day 2010 is already underway, and we want to remind you to include us inyour fall plans.Tech Day is a great opportunity for you to publicize your organ
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