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105. 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. An advertiser whose message is placed in the middle of five consecutive commercials during a program break is facing a problem known as: 107. _____ is defined as the amount of advertising in a medium.
Chapter 06 - Source, Message, and Channel Factors108. All nonprogram material that appears in a broadcast environment including commercials,public service announcements, and promotions for upcoming programs contribute to the _____ problem. 109. Which of the following factors contribute the most to the "clutter" problem in television advertising? A. The use of celebrities in adsB. The use of emotional appealsC. The trend toward shorter commercialsD. The increase in zapping or channel changing via remote controlE. The use of fear appeals6-29
Chapter 06 - Source, Message, and Channel FactorsChapter 06 Source, Message, and Channel Factors Answer KeyMultiple Choice Questions1.(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. AACSB: AnalyticBloom's: RememberDifficulty: EasyLearning Objective: 06-01 To study the major variables in the communication system and how they influence consumers' processing of promotional messages.Topic: Promotional Planning through the Persuasion Matrix6-30