Chapter 6

Question 1

source

Answer 1

person involved in communicating a marketing message

Question 2

direct source

Answer 2

delivers a message and/or endorses a product/service

Question 3

indirect source

Answer 3

draws attention to and enhances the appearance of an ad

Question 4

source attributes and receiver process

Answer 4

credibility = internalization
attractiveness = identification
power = compliance

Question 5

source

Answer 5

knowledge
skill
expertise

Question 6

information

Answer 6

trustworthy
unbiased
objective

Question 7

source credibility define

Answer 7

extent to which the recipient sees the source to have knowledge, skill, or experience and give unbiased information

Question 8

internalization

Answer 8

adopting the opinion of a credible communicator and the belief that information from this source is accurate

Question 9

source credibility is enhanced by

Answer 9

applying expertise and trustworthiness and using corporate leaders as spokespeople

Question 10

limitations of source credibility

Answer 10

sleeper effect: persuasiveness of a message increases with the passage of time

Question 11

attractiveness

Answer 11

characteristic that encompasses similarity, familiarity, and likeability

Question 12

identification

Answer 12

receiver is motivated to seek some type of relationship with the source

Question 13

similarity

Answer 13

resemblance between source and recipient of the message

Question 14

familiarity

Answer 14

knowledge of the source through repeated or prolonged exposure

Question 15

likability

Answer 15

affection for the source resulting from physical appearance, behavior, and other personal traits

Question 16

source attractiveness is enhanced by

Answer 16

applying similarity
using celebrities
understanding the meaning of celeb endorsers

Question 17

limitations of celebrities as spokespeople

Answer 17

overshadow product
overexposure
target audiences’ receptivity
risk to advertiser

Question 18

choosing a celebrity endorser

Answer 18

• match with audience
• match with product
• image
• cost/ROI
• trust
• risk
• familiarity
• likability

Question 19

message factors

Answer 19

message structure and message appeals

Question 20

message structure

Answer 20

order of presentation
conclusion drawing
message sidedness
refutation
verbal/visual messages

Question 21

message appeal

Answer 21

comparative advertising
fear appeals
humor appeals

Question 22

order of presentation

Answer 22

strongest arguments should be presented early or late but not the middle

Question 23

primary effect

Answer 23

information presented first is most effective

Question 24

recency effect

Answer 24

last arguments presented are most persuasive

Question 25

conclusion drawing

Answer 25

messages with explicit conclusions are more easily understood and effective in influencing attitudes

Question 26

one sided message

Answer 26

mentions only positive attributes or benefits, effective if target audience has a favorable opinion or is less educated

Question 27

two sided message

Answer 27

presents both good and bad points, effective when the target audience holds opposing opinion and is highly educated

Question 28

refutational appeal

Answer 28

communicator presents both sides of an issue and then refutes the opposing viewpoint

Question 29

low imagery value

Answer 29

using pictures increases immediate and delayed recall

Question 30

high imagery value

Answer 30

adding pictures doesn't increase recall

Question 31

comparative ads

Answer 31

- useful for new brands - brands with small market share - used in political advertising

Question 32

fear appeals

Answer 32

- stress physical danger or health - identify social threat - may backfire if the threat is too high

Question 33

humor appeals

Answer 33

- they can get attention - best remembered - put in good mood

Question 34

comparative advertising

Answer 34

directly/indirectly naming competitors in an ad and comparing one or more attributes

Question 35

fear appeals

Answer 35

evoke an emotional response to a threat and arouse individuals to take steps to remove the threat

Question 36

fear appeals are effective when the recipient is...

Answer 36

self-confident and prefers to cope with dangers and is a nonuser of the product

Question 37

wearout

Answer 37

commercial loses effectiveness when seen repeatedly

Question 38

do humor or serious appeals wear out faster?

Answer 38

humor

Question 39

humor appeal advantage

Answer 39

awareness retention persuasive to switch brands positivity

Question 40

humor appeal disadvantage

Answer 40

harm recall harm complexity do not aid source credibility not sales effective

Question 41

self paced

Answer 41

readers process ad at their own rate

Question 42

externally paced

Answer 42

transmission rate is controlled by the medium

Question 43

self paced media

Answer 43

newspaper magazines direct mail internet

Question 44

externally paced media

Answer 44

radio | TV

Question 45

qualitative media effect

Answer 45

influence the medium has on a message; image of the media vehicle affect reactions to the message

Question 46

clutter

Answer 46

amount of advertising in a medium; all of the non program material that appears in the broadcast environment