Chapter 6
Which of the following statements is true about source credibility?
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.
Which of the following statements is true about celebrity endorsers?
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.
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?
An open-ended message
_____ is the process where the receiver adopts the opinion of the credible communicator since he or she believes information from this source is accurate.
Internalization Information from a credible source influences beliefs, opinions, attitudes, and/or behavior through a process known as internalization, which occurs when the receiver adopts the opinion of the credible communicator since he or she believes information from this source is accurate.
Which of the following is a reason to use comparative advertising?
It is a way of helping position a brand in the evoked or choice set of alternatives that consumers consider.
_____ is defined as affection for a source as a result of the source's physical appearance, behavior, or other physical characteristics.
Likeability
For which of the following products would a marketer find the use of a physically attractive model to be most effective?
Lipstick
Which of the following statements is true about the use of ad campaigns based on humorous commercials?
Low involvement products are more suitable for humor advertising.
When an advertiser wants to present a detailed message with a large amount of information, which medium should be used?
Magazines
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?
Message/yielding Message/yielding: What type of message will create favorable attitudes or feelings? Marketers generally try to create agreeable messages that lead to positive feelings toward the product or service.
Which of the following is the best example of a celebrity endorser enhancing consumers' perceptions of the performance capabilities of a product?
Model Cindy Crawford endorsing Revlon cosmetics
_____ are messages that mention only positive product attributes or benefits.
One-sided messages
Which of the following statements is true about source power?
Perceived scrutiny is an important factor of source power.
For which of the following media is the processing of information in advertisements likely to be externally paced?
Television and radio
Which of the following statements describes a good reason for using celebrities in ads and having them endorse a company's product or service?
The respect, popularity or admiration a celebrity enjoys may carry over to the product she or he endorses.
Which of the following factors contribute the most to the "clutter" problem in television advertising?
The trend toward shorter commercials
Which of the following statements is true about the use of corporate leaders as advertising spokespersons?
The use of corporate leaders as spokespersons can create problems if the firm's image becomes too closely tied to this individual. If a firm's image becomes too closely tied to a popular leader, there can be problems if that person leaves the company.
Which source characteristic is likely to suffer when a celebrity endorses too many products and is seen too often by consumers?
Trustworthiness
When can a high credibility source be less effective than a moderately credible source?
When a receiver has a favorable initial attitude or position on the issue.
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 humor appeal
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 low fear appeal.
A potential problem of using advertising with a strong fear appeal message to try to discourage drug abuse by teenagers is that:
a message with a high level of fear may have inhibiting effects and be tuned out by teenagers.
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 refutational appeal.
Most advertisers refuse to use two-sided messages because they:
are concerned over the negative effects of acknowledging a weakness in their brand.
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:
attention. Who will be effective in getting consumers' attention? Marketers deal with this problem by using sources who will attract the target audience's attention—actors, athletes, rock stars, or attractive models.
Humorous messages may be effective because they enhance _____ and reduce ____.
attention; counterargument
The use of celebrities in commercials is generally based on the source characteristics of _____ and represents an attempt to induce persuasion through the ______ process.
attractiveness; identification
All nonprogram material that appears in a broadcast environment including commercials, public service announcements, and promotions for upcoming programs contribute to the _____ problem.
clutter
An advertiser whose message is placed in the middle of five consecutive commercials during a program break is facing a problem known as:
clutter.
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:
comparative advertising
"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:
comparative advertising.
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:
comparative advertising.
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:
comparative advertising.
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:
compliance.
The process by which a source with high power can influence behavior is known as:
compliance.
When a source is able to administer rewards and punishments to the receiver, influence occurs through a process known as:
compliance.
Companies are willing to pay premium rates to advertise on special events such as the Olympic Games or Christmas specials because these televised events:
create positive moods that can make viewers more responsive to commercials.
Expertise and trustworthiness are very important when focusing on source ____, one of the categories of source attributes.
credibility There are two important dimensions to credibility, expertise and trustworthiness.
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:
credibility, attractiveness, and power. Herbert Kelman developed three basic categories of source attributes: credibility, attractiveness, and power.
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:
credibility. A way of enhancing source credibility is to use the company president or chief executive officer as a spokesperson in the firm's advertising.
The headline for the Dodge Caravan ad reads, "What idiot coined the phrase 'stay-at-home-mom'?" The only other information in the ad is directions on where to call to find the nearest Dodge dealer. This ad is:
designed to let the target audience draw its own conclusions.
The independent variable in the persuasion matrix that takes into account the passage of information from one person to another is:
destination.
A spokesperson who delivers an advertising message and/or demonstrates a product or service is known as a(n):
direct source. A direct source is a spokesperson who delivers a message and/or endorses a product or service.
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:
expertise and trustworthiness. There are two important dimensions to credibility, expertise and trustworthiness.
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:
expertise.
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:
expertise. Marketers of highly technical products recruit sales reps with specialized technical backgrounds in engineering, computer science, and other areas to ensure their expertise.
Information from ads presented in the broadcast media is:
externally paced.
The _____ score indicates the percentage of the people who have heard of the endorser or the performer.
familiarity
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.
fear
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.
fear
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) _____
fear
An advertiser may design an ad in which the visual portion is incongruent with or contradicts the verbal information as a strategy to:
gain consumers' attention.
Some marketers avoid the use of humor in their advertising because:
humor can draw attention away from the product.
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.
humorous
Source attractiveness leads to persuasion through a process of:
identification.
Marketers should draw definite conclusions in their advertising messages when:
immediate action is an objective, and the audience does not have the time or opportunity to draw a conclusion.
A(n) _____ doesn't actually deliver a message but draws attention to and/or enhances the appearance of the ad.
indirect source An indirect source doesn't actually deliver a message but draws attention to and/or enhances the appearance of the ad.
Refutational appeals, where an communicator presents both sides of an issue then refutes the opposing viewpoint, may be effective because they:
inoculate the target audience against a competitor's counterclaim.
A marketer may not want to put weak arguments at the beginning of an advertising message because this action may:
lead to a high level of counterargument.
A marketer may want to use a message that draws an explicit conclusion for a target audience if the audience is:
less educated.
Humor is more commonly used and is typically more effective with _____ products.
low-involvement, feeling
According to the _____ model, marketers may experience negative publicity if their product endorser is accused of immoral behavior.
meaning transfer
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.
meaning transfer
Message sidedness, order of presentation, and refutation are all related to which communication variable?
message structure
The _____ score is an absolute measure of the appeal or popularity of the celebrity
one of my favorites
When a target audience already holds a favorable opinion on a topic or issue, a(n) _____ is most effective.
one-sided message
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:
perceived concern.
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:
perceived control.
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.
persuasion matrix
A magazine entitled Natural Health: The Guide to True Wellness would have a strong _____ on an ad for organic produce.
positive qualitative media effect
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:
positive qualitative media effect
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.
positive qualitative media effect
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.
primacy effect
Presenting the strongest arguments at the beginning of the commercial message assumes that a _____ is operating.
primacy effect
The top of the ad 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:
primacy effect.
Commercials placed in programs that induce negative moods are:
processed less systematically than ads placed in programs that put viewers in positive moods.
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.
protection motivation model
A _____ is the influence the medium has on a message.
qualitative media effect
A commercial that places the strongest points at the end of the message assumes a ____, whereby the last arguments presented are the most persuasive.
recency effect
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:
recency effect.
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:
recency effect.
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.
refutational
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.
refutational
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.
refutational appeal
When marketers want to build attitudes that are resistant to attacks or criticism of their product by a competitor, they can use a(n):
refutational appeal.
Marketers can try to capitalize on source similarity by hiring:
salespeople who have characteristics that match those of their customers.
A direct mail piece, advertising a collection of home maintenance books, would have its information:
self-paced.
One way a supermarket can make its ads seem more trustworthy is by:
showing customers talking about the supermarket on hidden cameras. Advertisers use various techniques to increase the perception that their sources are trustworthy. Hidden cameras are used to show that the consumer is not a paid spokesperson and is making an objective evaluation of the product.
The source characteristic of attractiveness encompasses:
similarity, likeability, and familiarity.
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:
sleeper effect.
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.
slice-of-life
According to the sleeper effect phenomenon,
the impact of persuasive messages from low-credibility sources can increase over time, since the message content becomes disassociated from the source.
Marketing Evaluations Inc.'s Q rating measures:
the percentage of people who recognize a celebrity and rate him or her as one of their favorite performers.
The visual portion of an advertisement may reduce its persuasiveness because:
the processing stimulated by the picture may be less controlled and less favorable than the processing stimulated by words.
Using the meaning transfer model of the celebrity endorsement process, celebrities draw their meanings from:
the roles they assume in their careers and the objects, persons, and contexts these roles bring them into contact with.
A marketer should present the strong points at the beginning of an advertisement only when:
the target audience is not interested in the topic.
In its ads, Listerine claims effectiveness but admits to less than perfect taste. This is an example of a(n):
two-sided message.
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:
visual element reinforces the copy.
The tendency of a commercial to lose its effectiveness when it is seen repeatedly by viewers is known as:
wearout.
Which of the following situations would be most conducive for the use of a comparative advertising message?
A company with a new brand wants to position that brand against established brands and, thus, enter the customers' evoked set.
_____ is defined as the amount of advertising in a medium.
Clutter
McCracken developed a model relating to the use of celebrity endorsers. Which of the following statements represents a major implication of that model?
Companies should use as endorsers celebrities who project the image or meaning they want for their products.
_____ is advertising that, either directly or indirectly, names competitors and compares the brands on one or more attributes.
Comparative advertising
According to the persuasion matrix, which of the following is a dependable variable of the communications model?
Comprehension
According to the persuasion matrix, which of the following is an independent variable or stage in the response process?
Destination
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?
Similarity
_____ is defined as an attraction for a source based on a resemblance between the source and receiver.
Similarity
_____ 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.
Source credibility Credibility 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.
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?
Source/attention