MKTG 403: Chapter 6

Newscasters are perceived to be ______ individuals, and thus the information received from them is often very influential.

unbiased

The tendency of a television or radio commercial to lose its effectiveness when it is seen and/or heard repeatedly is referred to as ______.

wearout

Which of the following statements about verbal and visual messages are true? (Select all that apply.)

Verbal and visual elements both affect how an advertising message is received. Visual elements are used to communicate messages.

An audience is more likely to continue processing threat-related information if it can rely on both cognitive appraisal and emotional response, thereby increasing the likelihood that ______ will occur.

a coping behavior

Eon Motors, a car manufacturing company, has started an ad campaign for its new hatchback car model. The advertisement lists the features of the car. This is an example of a ______.

one-sided message

Tango, a soap brand, is running a marketing campaign to list the best features and positive benefits of its new range of soaps. The brand is using a ______ to communicate about its products to its customers.

one-sided message

When a celebrity endorses too many products or companies, he or she runs the risk of ______.

overexposure

According to a study by Roobina Ohanian, a celebrity endorser's ______ was most important in influencing a consumer's purchase.

perceived expertise

Information received from ______ influence channels is usually more persuasive than information received via the mass media.

personal

Celebrities perceived as having expertise with a product or service can lend ______ to an advertising message.

persuasive power

A bond of similarity between a communicator and a receiver is helpful in raising a source's level of ______.

persuasiveness

Zilo Corp., a clothing manufacturer, displays the features of its products at the beginning of its video advertisement. The company is using the ______ to advertise its products.

primacy effect

Appraising the information available regarding the severity of the perceived threat is a cognitive appraisal process of the ______.

protection motivation model

An influence that a medium has on a message is known as the ______.

qualitative media effect

Luigi's, a high-quality men's clothing line, has a marketing strategy in which it places its ads in fashion magazines and on lifestyle television channels. The company is using the ______ to communicate its image to its target audience.

qualitative media effect

Advertising relies heavily on both visual and verbal information in all media except ______.

radio

A bike manufacturer, Orion Motorcycles, has a TV ad listing the features of one of its bike models toward the end of the ad. The company is using the ______ to send its message.

recency effect

A fast food chain has come under criticism from focus groups, which have been accusing the restaurant of serving unhealthy food to its customers. The restaurant has developed an ad campaign in which it lists the nutritional value of the food it serves and challenges the idea that it is serving unhealthy food. The company is using ______ to send a message to its customers.

refutational appeal

A message in which a communicator presents both sides of an issue and then disproves the opposing viewpoint is known as a ______.

refutational appeal

Vanni is an olive oil brand. It has started a marketing campaign in print and broadcast media listing the health benefits of olive oil. The campaign also shares concerns that had been raised by focus groups regarding the health benefits of the oil and explains why those claims are incorrect. This type of campaign is known as a ______.

refutational appeal

Information in an ad that readers process at their own rate and can study as long as they desire is known as ______ information.

self-paced

When a message becomes more persuasive over time, this is known as the ______ effect.

sleeper

A person involved in conveying an advertising message, either directly or indirectly, is known as a(n) ______.

source

The ability of a person to actually administer rewards and punishments to the receiver is known as ______.

source power

A popular tennis player has been hired by a sports drink manufacturer to endorse its product. The company is using the ______ of the player to market its product in the market.

stopping power

When marketers consider how to present persuasive information to the audience, including the design and media to use, they are thinking of the ______ of the persuasive message.

structure

Identify an example of clutter from the following.

An entertainment magazine called Tango that has ads on more than half of its pages

Identify a dependent variable in the persuasion matrix.

Attention

Identify an important trait of CEOs for their effective use as spokespersons in advertisements for their companies.

Authenticity

List the following stages of the meaning movement and the endorsement process from the first stage to the last stage, with the first stage at the top.

1. Objects, persons, and context to celebrity 2. Celebrity to product 3. Product to consumer

Identify an example of the primacy effect from the following.

A TV ad about car tires showing the features of the tires in the beginning of the ad

Identify an example of the recency effect from the following.

A TV ad about the benefits of milk displaying the nutritional value of milk toward the end

Identify an example of a refutational appeal, as used by advertisers, from the following.

A cola brand dispelling myths about the health risks associated with the consumption of its product

Identify an example of the use of fear appeals.

A mobile antivirus ad showing the harmful effects of phone viruses

Which of the following are reasons why clutter on TV has increased over the past two decades? (Check all that apply.)

Advertisers are spending less on television advertising. Consumers are spending more time online than on watching TV.

Which is the best example of clutter in the broadcast environment?

Commercials

Identify a form of media used to transmit self-paced information.

Direct mail

Identify a dimension of source credibility from the following.

Expertise

Identify an example of comparative advertising from the following.

Fruito, a fruit juice brand, has started a ''Fruito is better'' campaign in which it mentions Tango Mango, its primary rival.

Identify a characteristic of persuasion induced through compliance.

It is superficial.

Identify a nonpersonal communications channel from the following.

Mass media

Identify a factor that needs to be considered when a company decides to use a celebrity spokesperson.

Overshadowing the product

Identify a factor on which the power of a source is dependent.

Perceived control

______ occurs when the strongest arguments are presented at the beginning of a message and are considered most effective.

Primacy effect

Identify the consumption stage of the meaning movement and the endorsement process.

Product to consumer

Identify an IMC tool that marketers use to deal with the source-trustworthiness issue.

Publicity

______ is calculated by taking the percentage of respondents who indicate that a person is ''one of my favorites'' and then dividing that number by the percentage of respondents who indicate they have heard of that person.

Q-score

Identify an independent variable in the persuasion matrix.

Receiver

______ occurs when strong points are made at the end of a message and are considered most persuasive.

Recency effect

Identify a factor that can be responsible for the wearout of a commercial.

Repetition

Identify a characteristic of source attractiveness.

Similarity

Match each characteristic of attractiveness in the first column with its description in the second column.

Similarity > Resemblance between a source and the receiver of a message Familiarity > Knowledge of a source through exposure Likability > Affection for a source as a result of physical appearance

Identify a form of media used to transmit externally paced information.

Television

A CEO spokesperson who becomes involved in a controversy ______.

can damage the corporate brand image

The amount of advertising in a medium is known as ______.

clutter

The practice of either directly or indirectly naming competitors in an ad and reviewing one or more specific product attributes is known as ______.

comparative advertising

Triton Motors, a car manufacturing company, has started an ad campaign featuring its new hatchback model. The campaign consists of setting its model side-by-side with the competitors' hatchback models. The company is using ______ to promote its product.

comparative advertising

Zinthia Corp. is a computer manufacturing company. It has started a print campaign in which it lists the shortcomings of its rival companies' products. The company is using ______ to send its message across to its customers.

comparative advertising

The ______ of a topic determines whether a marketing message should draw a conclusion for its audience

complexity

The ______ of a topic determines whether a marketing message should draw a conclusion for its audience.

complexity

A process in which a receiver accepts the persuasive influence of a source and acquiesces to his or her position in hopes of obtaining a favorable reaction or avoiding punishment is known as ______.

compliance

The degree to which a receiver considers a source to have pertinent knowledge and trusts the source to give impartial information is known as ______.

credibility

Studies show the relationship between the emotional responses of fear or arousal and persuasion is ______.

curvilinear

A message should draw a(n) ______ if immediate action is an objective.

definite conclusion

In a persuasion matrix, the steps that a receiver goes through in being persuaded comprise ______.

dependent variables

Actress Jennifer Aniston was the celebrity spokesperson for the Living Proof line of haircare products, appearing in print and television ads for the brand. Aniston was a(n) ______ for Living Proof.

direct source

Similarity is used to create a situation where the consumer has a feeling of ______ toward the person shown in the commercial.

empathy

With the use of a(n) ______, advertisers can protect themselves against overexposure by limiting the number of products a celebrity can endorse.

exclusivity clause

Information in which the transmission rate is controlled by the medium is known as ______ information.

externally paced

True or false: High- and low-credibility sources are ineffective when they are arguing for a position opposing their own best interest.

false

True or false: Similar to internalization, identification integrates information from an attractive source into a receiver's belief system because they believe the information is accurate.

false

True or false: Trustworthy public figures are not concerned with the negative impact endorsing products could have on their reputation and image.

false

Advertisers use ______ to elicit an emotional response in individuals and to motivate them to eliminate whatever threat is represented in an advertisement.

fear appeals

An electronics manufacturing company has developed an ad campaign for its newest portable hard drives. The ad uses graphics to illustrate what could happen if a computer crashes and all files are lost. The company is using ______ to market its products.

fear appeals

Summit, a mouthwash brand, is running an ad campaign in which it shows individuals with bad breath facing embarrassing situations. The brand is using ______ in order to send its message to customers.

fear appeals

Arawa's favorite movie star is a spokesperson for a certain cosmetic brand, so Arawa is loyal to that brand. If the movie star severed ties with the brand, Arawa would stop buying that brand. This process is known as ______.

identification

The use of a CEO or a president in a firm's ad is helpful in creating a(n) ______ for the firm and/or brand.

identity

Very few celebrities turn into endorsers and spokespersons because of their concern for their ______.

image

In a persuasion matrix, the controllable components of the communication process are known as ______.

independent variables

PacificFresh is a toothpaste brand. In its latest ad campaign, it has hired a group of dentists to film various tests that would be conducted using its toothpaste. The brand is targeting its customers using the process of ______ to gain source credibility.

internalization

The process of ______ takes place when a receiver adopts the opinion of a credible communicator since he or she believes information from the source is accurate.

internalization

If an audience ______, strong arguments work best at the beginning of a message.

is not interested in a topic

Weak arguments should be located at the of a presentation to avoid counterarguing and to promote retention of information.

middle

An absolute measure of the appeal or popularity of a celebrity is known as the ______ score.

one of my favorites

A message that mentions only positive attributes or benefits of a product is known as a ______.

one-sided message

True or false: If the association between a firm's image and the CEO spokesperson are very closely tied, there can be problems if that spokesperson exits the company.

true

A message that presents both good and bad points about a product to customers is known as a ______.

two-sided message

Mancini's Pizza, a pizza chain, has been receiving complaints about its pizza from its customers. The company decides to create an ad that acknowledges the complaints and promises to create a more delicious pizza. The company is using the ______ to achieve this.

two-sided message

Wolf Inc., an electronics manufacturing firm, displays ads of its television models and compares them with other rival brands. The firm acknowledges its products' shortcomings in these ads. This is an example of a ______.

two-sided message