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television commercial for Elate perfume features a woman walking along a beach. The ad attempts to connect the woman's physical beauty to the attractiveness of the perfume. In the ad, the model serves as a(n) A. source echo.B. message shaper.C. direct source.D. passive model.E. active communicator.

. passive model. n the above scenario, the woman is a passive model. Advertisers often draw attention to their ads by featuring a physically attractive person who serves as a passive or decorative model rather than as an active communicator.

The owner of Elan Style Inc., a global fashion house, features in all of his stores' commercials. He explains how his company differs from other chain stores and gives advice on buying fashion clothing and accessories. Since he is recognized as a professional style expert, his presence in his company's ads can enhance the ads' source A. credibility.B. attractiveness. C. power.D. differentiability. E. likability.

A. credibility

A marketer of super computers will 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.

A. expertise

Krypton Inc., a toothbrush manufacturer, prints a magazine ad with a picture of a smiling, toothless monster with a caption that reads, "Smooth care for your teeth and gums." Krypton's advertisers believe that using a picture that contradicts the verbal message will grab more attention, thus A. getting consumers to engage in more elaborative processing. B. stimulating immediate purchasing behaviors in consumers. C. reinforcing the primacy effect.D. reinforcing the recency effect. E. creating a strong refutational appeal

A. getting consumers to engage in more elaborative processing n the above scenario, Krypton is attempting to get consumers to engage in more elaborative processing. Sometimes advertisers design ads in which the visual portion is incongruent with or contradicts the verbal information presented. The logic behind this strategy is that the use of an unexpected picture or visual image will grab consumers' attention and get them to engage in more effortful or elaborative processing.

Mettle Inc., an automaker, hires a popular boxer, Darrell Hilton, as the spokesperson for its "Save the Globe" campaign, an initiative for preserving the environment. If viewers of the commercial perceive Darrell as being able to mete out punishment when citizens don't comply to environmental policies, then Darrell, as a message source, is said to have A. perceived control.B. control persuasion.C. perceived integration. D. expertise.E. perceived concern

A. perceived control In this scenario, Darrell is said to have perceived control. Perceived control is when a source is perceived as being able to administer positive or negative sanctions to a receiver.

When Cassie presented her sales pitch to a skeptical audience that was not interested in what she was selling, she opened with strong arguments to arouse interest in her message. A. primacy effect.B. recency effect.C. sleeper effect.D. credibility effect.E. compliance hierarchy. This is an application of the

A. primacy effec

A magazine advertisement reads, "Is it just forgetfulness or Alzheimer's disease?" and then lists the warning signs of Alzheimer's, 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 to treat mild and moderate cases of Alzheimer's. The advertisement uses a _____ to arouse interest. A. primacy effectB. recency effectC. sleeper effectD. credibility effectE. compliance hierarchy

A. primacy effect In the above scenario, the advertising is using a primacy effect. Presenting the strongest arguments at the beginning of a message assumes a primacy effect is operating, whereby information presented first is most effective.

An ad headline for Fantasia ice cream in a local newspaper reads, "How can you relive your childhood this summer?" The only other information in the ad is a list of locations of Fantasia ice cream parlors in the city. This ad is A. an example of a rational appeal.B. designed to let the target audience draw their own conclusions. C. an example of an appeal based on refutation.D. designed to express a two-sided message.E. effective irrespective of the context of the advertising medium.

B. designed to let the target audience draw their own conclusions

A fatal accident at the production facility of GA Inc., a mobile manufacturer, has killed 58 factory workers. The company is now perceived negatively among customers. In an attempt to revive its reputation, the company has hired Adam Murphy, a popular golfer, as its spokesperson. Murphy is a distinguished personality and is well known for his philanthropic activities. Murphy, being a credible source, can help GA restore its tainted reputation by A. acting as a positive source derogation.B. inhibiting counterarguments about the company and its products. C. eliminating advertising clutter.D. attempting to change consumer buying patterns.E. stimulating consumers to purchase the company's products.

B. inhibiting counterarguments about the company and its products In the above scenario, the use of a credible source is likely to reduce counterarguments against the company. A highly credible communicator is particularly important when message recipients have a negative position toward a product, service, company, or issue being promoted, because the credible source is likely to inhibit counterarguments.

An advertisement for Flora Gardening Supplies begins with a discussion of how beautiful and enjoyable gardens can be. It ends with the directive to visit the company website and guarantees that the online experience will convince consumers to buy the company's products. By placing the strongest point at the end of the ad, Flora is hoping to benefit from the A. primacy effect.B. recency effect.C. sleeper effect.D. credibility effect.E. compliance hierarchy

B. recency effect

A public awareness advertisement that aims to convince people to give up smoking features three teens bungee jumping off a bridge. When they reach the ground, each grabs a soda can, opens it, and takes a sip. As the third person takes a sip, 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 hierarch

B. recency effect.

Cirrus Shoes received negative publicity when the company's brand ambassador was convicted of sexual assault. The company was forced to rescind their association with entertainer Adrian Richardson due to the negative impact on its image. This scenario is an example of A. overexposure.B. risk to the advertiser.C. celebrity popularity.D. overshadowing the product. E. consumer-celebrity merging.

B. risk to the advertiser he above scenario is an example of risk to the advertiser. Celebrities can be involved in activities that could embarrass the companies whose products they endorse. Companies must be very selective in selecting endorsers and in how much they pay them.

When advertisers attempt to answer the question, "Who will be effective in getting consumers' attention?" they are addressing the ______________________ component of the persuasion A. channel/yieldingB. source/attentionC. receiver/comprehension D. channel/presentationE. message/yielding matrix.

B. source/attention The large number of ads people are bombarded with every day makes it difficult for advertisers to break through the clutter. Marketers deal with this problem by using sources who will attract the target audience's attention—actors, athletes, rock stars, or attractive models

In its ads, Xenon, an antibacterial mouthwash, claims to effectively kill germs but admits to possessing a bittersweet taste. This is an example of a A. one-sided message.B. two-sided message.C. confrontational appeal. D. conclusive message.E. slice-of-life commercial.

B. two-sided message

Mars Inc. aired a radio ad for its pizza with a catchy jingle that garnered huge appreciation. After two weeks, it ran a magazine ad for the pizza but failed in its appeal. Which of the following reasons can explain the reduction in persuasiveness of the magazine ad for Mars's pizza? A. The magazine ad is part of a huge clutter which has negatively affected the attitude of the target audience toward Mars's Pizza. B. The processing stimulated by the magazine ad is less controlled and less favorable than the processing stimulated by the radio ad. C. In order to view a magazine ad, people have to buy the magazine which features the ad, resulting in reduced appeal.D. The magazine ad does not create a primacy effect unlike the radio ad.E. The radio ad creates a stimulation based on the recency effect, unlike the magazine ad.

B.the processing stimulated by the magazine ad is less controlled and less favorable than the processing stimulated by the radio ad In the above scenario, the magazine ad garnered less attention due to its visual component. In some cases, the visual portion of an ad may reduce its persuasiveness, since the processing stimulated by the picture may be less controlled and consequently less favorable than that stimulated by words

Wafers Lounge Inc., a manufacturer of packaged foods, specializes in potato-based snacks and features ads which acknowledge the perception that potatoes are fattening. However, they subsequently present information that counters 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.

C. a refutational

CL Inc., a cellphone company, features Leah Carter, a popular movie actor, in all of its print and broadcast advertising. The reason behind choosing the actor is that she is more likely to attract potential customers. The company faces heavy competition and the marketing team concluded that using a popular spokesperson will help break through the advertising clutter. Which of the following stages of the persuasion matrix is CL Inc. trying to influence? A. receptionB. channelC. attentionD. presentation E. behavior

C. attention In the above scenario, CL Inc. is trying to influence the attention channel. The large number of ads people are bombarded with every day makes it difficult for advertisers to break through the clutter. Marketers deal with this problem by using sources who will attract the target audience's attention—actors, athletes, rock stars, or attractive models.

Recently, some cable networks such as TBS and TNT have been using compression technology to speed up the transmission of programs and allow more time for commercials, which is adding to the _____________ problem. A. impactB. quantitative C. clutterD. shapingE. positivity

C. clutter The above scenario describes a situation that increases clutter, which has been defined as the amount of advertising in a medium.

"Pamper yourself with Silk Sheen body lotion. It's better for your skin than Inflame, Genesis, or Dusk body lotions." This headline from a Silk Sheen ad in Belle Ménage magazine is an example of A. confrontational advertising. B. two-sided advertising.C. comparative advertising.D. a recency appeal. E. refutational advertising.

C. comparative advertisin

A magazine ad for Spotless Fabric Care detergent states that it cleans stains better than either Fauna detergent or Neon Laundry detergent. Therefore, this ad is an example of A. confrontational advertising. B. two-sided advertising.C. comparative advertising.D. a recency appeal. E. refutational advertising.

C. comparative advertising. In the above scenario, Spotless Fabric Care detergent is using comparative advertising. Comparative advertising is the practice of either directly or indirectly naming competitors in an ad and comparing one or more specific attributes.

A commercial for a floor cleaner shows a young mother cleaning her kitchen floor after feeding her toddler. The commercial is considered to be effective because it utilizes high source similarity. This is an example of a _____ commercial. A. comparativeB. reputationalC. slice-of-lifeD. spokesperson-oriented E. power-based

C. slice-of-life The above scenario is an example of a slice-of-life commercial. In a slice-of-life commercial, an advertiser usually starts by presenting a predicament with the hope of getting a consumer to think, "I can see myself in that situation." This can help establish a bond of similarity between the communicator and the receiver, increasing the source's level of persuasiveness.

An ad for Kool Kids, a kidswear company, is featured in the August issue of a teen magazine, Teen 360. The ad shows children between the ages of 3 and 12 on a ramp. In terms of the response stages of the persuasion matrix, the ad is ineffective in reaching the intended target audience, the parents, because A. its portrayal is offensive.B. it contains jargons that is incomprehensible to the target audience. C. the media channel used is inappropriate.D. of the extensive clutter.E. it is not endorsed by a celebrity parent

C. the media channel used is inappropriate. n the above scenario, the ad is ineffective as an improper media channel is used. It is important that a media vehicle should reach the marketer's target audience well.

A television ad for VenusCell Inc. shows a famous celebrity describing the features of the latest smartphone launched by the company. The celebrity talks about the features of the new smartphone such as 4G technology, AMOLED touchscreen, SVGA, tri-band, and WAP. According to the persuasion matrix, it is likely that a less educated audience will face problems associated with _____ due to the use of mobile jargons in the ad. A. attentionB. yieldingC. presentationD. comprehension E. retention

D. comprehension In this scenario, a less educated audience is likely to face issues with comprehension. Marketers must know their target market to make their messages clear and understandable. A less educated person may have more difficulty interpreting a complicated message. Jargon may be unfamiliar to some receivers. The more marketers know about the target market, the more they see which words, symbols, and expressions their customers understand.

A television ad for Corona deodorant shows a college freshman being socially rejected for having body odor. He is teased and rejected by members of the college dance club. A fellow student gives him a Corona deodorant. After using the deodorant, the freshman is accepted in the dance club and becomes popular. In this ad, Corona is using a _____ appeal. A. comparative B. noncognitive C. humorD. fear E. refutational

D. fear In the above scenario, Corona is using a fear appeal. Fear is an emotional response to a threat that expresses, or at least implies, some sort of danger. Ads sometimes use fear appeals to evoke this emotional response and arouse individuals to take steps to remove the threat.

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

D. refutational

When SeaWorld Entertainment ran an integrated campaign to defend itself against criticism by the animal activist group PETA, it was using __________________ messages. A. sleeperB. indirectC. confrontational D. refutationalE. slice-of-life

D. refutational Refutational messages may be useful when marketers wish to build attitudes that resist change and/or must defend against attacks or criticism of their products or the company

An advertisement for Pete's Peanut Butter centers on the perception that peanut butter has a high fat content. It goes on to state that Pete's Peanut Butter is a rich source of protein and fiber and also has a great taste. The ad closes by stating that Pete's Peanut Butter contains less fat than most other peanut butter brands in the market. This is an example of a A. confrontational appeal. B. recency appeal.C. nonverbal message.D. refutational appeal. E. one-sided message.

D. refutational appeal.

When country music star Miranda Lambert delivered a message that endorsed milk when she appeared in an ad that is part of "The Breakfast Project" campaign sponsored by the Milk Processor Education Program, she was acting as a(n) _________________ source. A. corporateB. overexposed C. internalD. indirectE. direct

E. direct A direct source delivers a message and/or endorses a product or service.

Mars Inc., an automaker, hires a popular celebrity, Emma Hunt, as the spokesperson for its "Keep the World Green" campaign, an initiative for preserving trees. The viewers of the commercial perceive Emma as being sincerely interested in citizen initiatives to preserve trees. Emma as a message source is said to have A. perceived control. B. control persuasion. C. perceived scrutiny. D. expertise. E. perceived concern.

E. perceived concern. In this scenario, Emma is said to have perceived concern. Perceived concern is when a receiver thinks that a source cares about whether or not the receiver conforms.

A magazine titled Utopia: Holiday Digest would have a strong _____ on an ad for destination resorts. A. externally paced impactB. favorable quantitative media effect C. cluttered media effectD. shaping effectE. positive qualitative media effect

E. positive qualitative media effect

Advertisers who want to advertise during award-winning television shows are looking to transfer the favorable impressions of the shows onto their products. This transference is called a A. self-paced impact.B. favorable quantitative media effect. C. cluttered effect.D. shaping effect.E. positive qualitative media effect.

E. positive qualitative media effect. he above scenario is an example of a positive qualitative media effect. A qualitative media effect is the influence a medium has on a message. The image of a media vehicle can affect reactions to a message.

Which of the following is the best example of a celebrity endorser enhancing consumers' perceptions of a product's performance capabilities? A. a professional golfer endorsing electronics home appliances B. a boxer endorsing an automobile repair serviceC. an actress endorsing a cell phone serviceD. a model endorsing a brand of cosmetics E. a race car driver endorsing lawn mowers

a model endorsing a brand of cosmetics A model endorsing a brand of cosmetics is the best example of a celebrity endorser enhancing consumers' perceptions of a product's performance capabilities. McCracken suggests celebrity endorsers bring their meanings and image into an ad and transfer them to the product they are endorsing

While designing a commercial for Bliss Burgers, the marketing department proposed using a two-sided message structure. However, the company management was apprehensive and insisted on using a one-sided advertising message. Which of the following statements best describes the reason for the management's apprehension? A. The management was concerned about the impact of a two-sided message on source credibility.B. The management was concerned over presenting only the negative attributes of Bliss Burgers.C. The management was concerned over the negative effects of acknowledging a weakness in its brand. D. Two-sided messages were proven ineffective by a number of different advertising research studies. E. Two-sided messages cause consumers to expect more than any product could offer.

he management was concerned over the negative effects of acknowledging a weakness in its brand. n the above scenario, Bliss Burgers' management was apprehensive about acknowledging any potential weaknesses in their products. Most advertisers use one-sided messages. They are concerned about the negative effects of acknowledging a weakness in their brand and don't want to say anything positive about their competitors.