Endorsers and Message Appeals in Advertising: Chapter 11 Exam Study Guide, Exams of Business Strategy

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Advertising: Chapter 11

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Advertising: Chapter 11

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TRUE/FALSE

1. Voluntary attention is engaged when consumers devote attention to an advertisement or other marcom message that is perceived as relevant to their current purchase-related goals.

ANS: T PTS: 1

2. Involuntary attention requires little or no effort on the part of a receiver.

ANS: T PTS: 1

3. Habituation occurs when a stimulus becomes more familiar to people.

ANS: T PTS: 1

4. Marketers can enhance consumers' motivation to process brand information by using celebrities in the advertising.

ANS: F PTS: 1

5. Marketers can enhance consumers' opportunity to encode information by repeating the ad on multiple occasions.

ANS: T PTS: 1

6. Marketers can enhance the consumers' ability to access knowledge structures by employing verbal framing.

ANS: T PTS: 1

7. Concretizing is rarely used in advertising because it does not facilitate consumer learning and retrieval of brand information.

ANS: F PTS: 1

8. For the most part, the willingness of advertisers to make significant monetary investments in celebrity endorsers for their products has been justified.

ANS: T PTS: 1

9. The stock prices of companies have not been shown to be related to the use of celebrity endorsers.

ANS: F PTS: 1

10. Internalization occurs when the receiver accepts the endorser's position on an issue as his or her own.

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11. If the source of a message is forgotten or if the source switches to a different position, an internalized attitude will be lost.

ANS: F PTS: 1

12. Trustworthiness refers to the honesty, integrity, and believability of a source.

ANS: T PTS: 1

13. The more similar a spokesperson's ethnicity is to the intended audience's ethnicity, the more trustworthiness is likely to be enhanced.

ANS: T PTS: 1

14. Expertise refers to the knowledge, experience, or skills possessed by an endorser as they relate to the communications topic.

ANS: T PTS: 1

15. The target audience's perception of a spokesperson's expertise is more important than whether or not he or she actually is an expert.

ANS: T PTS: 1

16. An endorser who is perceived as an expert on a given subject is more persuasive in changing audience opinions pertaining to his or her area of expertise than an endorser who is not perceived as possessing the same characteristic.

ANS: T PTS: 1

17. When a consumer finds something in an endorser that they consider attractive, persuasion occurs through an identification process.

ANS: T PTS: 1

18. Source attractiveness consists of three interrelated components: similarity, friendliness, and liking.

ANS: F PTS: 1

19. A celebrity endorser will not be perceived as attractive unless he or she simultaneously possesses the attributes of physical attractiveness, respect, and similarity.

ANS: F PTS: 1

20. Athletes are considered to possess attractiveness because they project knowledge and expertise when endorsing a product.

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ANS: F PTS: 1

Advertising: Chapter 11

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31. Humor enhances source credibility.

Advertising: Chapter 11

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ANS: F PTS: 1

32. Humor is more successfully used with new rather than established products.

ANS: F PTS: 1

33. Humorous ads are more effective than nonhumorous ads only when consumers' evaluations of the advertised brand are already positive.

ANS: T PTS: 1

34. The effects of humor can differ due to differences in audience characteristics.

ANS: T PTS: 1

35. What is funny in one region of a country will generally be funny in another region.

ANS: F PTS: 1

36. Humor can detract from or enhance the message content of an advertisement.

ANS: T PTS: 1

37. Depending on the targeted audience, the effectiveness of a fear appeal is often related to its level of intensity.

ANS: T PTS: 1

38. The lower the relevance of an issue, the lower the threat intensity that is needed to activate a response.

ANS: F PTS: 1

39. People who are highly involved in a topic can be motivated by a relatively small amount of fear.

ANS: T PTS: 1

40. The theory of psychological reactance helps explain why fear appeals in advertising work.

ANS: F PTS: 1

41. Appeals to guilt in advertisements have been found to be ineffective even if advertisements containing guilt appeals are perceived as credible.

ANS: F PTS: 1

42. Sexual content will enhance positive reactions only if it is appropriate to the advertised subject matter.

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ANS: F PTS: 1

44. Stimuli that cannot be perceived by the conscious senses (i.e., subliminal) cannot have any effect.

ANS: F PTS: 1

45. Airbrushing a word on a picture in a magazine advertisement is an example of using embedding.

ANS: T PTS: 1

46. There is abundant evidence that subliminal advertising is a very effective technique for increasing sales volume.

ANS: F PTS: 1

47. Research has shown that music appears to be effective in creating customer moods and stimulating buying preferences and choices.

ANS: T PTS: 1

48. Comparative advertising is better than noncomparative ads in enhancing brand name recall.

ANS: T PTS: 1

49. Comparative advertising generates fewer purchases than noncomparative ads.

ANS: F PTS: 1

50. Characteristics of the audience, media, message, company, and product all play important roles in determining whether comparative advertising is more effective than noncomparative advertising.

ANS: T PTS: 1

MULTIPLE CHOICE

1. The appropriate influence strategy depends both on. a. brand characteristics and positioning b. chosen media and messag4e appeal c. consumer benefits sought and client requirements d. information requirements and consumer involvement level e. consumer characteristics and brand strengths

ANS: E PTS: 1

2. When a person willfully notices a stimulus, has occurred.

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a. exposure b. comprehension c. voluntary attention d. nonvoluntary attention

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8. As a stimulus becomes more familiar, people become desensitized to it, which is referred to as. a. concretization

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b. habituation c. exemplaration d. wearout e. contextualization

ANS: B PTS: 1

9. A marketer who is using colorful ads is enhancing the consumers'. a. motivation to attend to the message b. motivation to process brand information c. opportunity to encode information d. opportunity to reduce processing time e. ability to access knowledge structures

ANS: A PTS: 1

10. What can marketing communicators do to enhance consumers’ motivation to process brand information? a. enhance the relevance of the brand to the self b. enhance curiosity about the brand c. repeat brand information d. a and b only e. a, b, and c

ANS: D PTS: 1

11. Marketers can enhance the consumers' opportunity to encode information by. a. using loud music b. using colorful ads c. repeating brand information d. employing verbal framing e. increasing curiosity about the brand

ANS: C PTS: 1

12. The secret to facilitating encoding is. a. repetition b. heuristics c. hedonism d. motivation e. novelty

ANS: A PTS: 1

13. Evelyn is the advertising director of a chain of health clubs. She is putting together an advertisement, and she wants to enhance the consumers' opportunity to encode information. The best way to accomplish this objective would be to. a. repeat the ad on multiple occasions

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ANS: A PTS: 1

14. Marketers can enhance the consumers' opportunity to reduce processing time by. a. appealing to hedonistic needs b. heightening ad complexity c. repeating brand information d. creating gestalt processing e. employing verbal framing

ANS: D PTS: 1

15. Marketers can enhance the consumers' ability to access knowledge structures by. a. using loud music b. using colorful ads c. employing verbal framing d. repeating brand information e. increasing curiosity about the brand

ANS: C PTS: 1

16. Which of the following is true regarding the value the investment community places on celebrity endorsers? a. Stock prices can increase when a company announces celebrity-endorsement contracts. b. Stock prices can decrease when negative publicity reaches the media about a celebrity who endorses one of the company's brands c. The investment community does not consider the use of a celebrity endorser when determining stock price. d. a and b only e. a, b, and c

ANS: D PTS: 1

17. Typical-person endorsements are more effective when. a. the commercial is longer b. more than one person is portrayed c. older people are portrayed d. the commercial is aired during the news e. there is humor in the advertisements

ANS: B PTS: 1

18. The act of portraying more than one typical-person in an advertisement increases the likelihood of . a. generating higher levels of message involvement b. generating greater message-related thoughts c. favorably influencing attitudes d. a and b only e. a, b, and c

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ANS: E PTS: 1

Advertising: Chapter 11

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24. refers to the honesty, integrity, and believability of a source. a. Trustworthiness b. Attractiveness

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c. Credibility d. Values e. Expertise

ANS: A PTS: 1

25. Laurie was influenced to purchase a set of children’s books and tapes from an infomercial that used Angela Lansbury, an actress that played a murder mystery writer in a television series called Murder She Wrote , as the endorser. Actually, Ms. Lansbury presented the entire sales pitch and discussed the merits of the product. Laurie perceived Ms. Lansbury to be honest and believable. Which attribute of endorser credibility does this represent? a. trustworthiness b. expertise c. similarity d. familiarity e. liking

ANS: A PTS: 1

26. The knowledge, expertise, or skills possessed by an endorser is referred to as. a. credibility b. trustworthiness c. attractiveness d. expertise e. values

ANS: D PTS: 1

27. Assume that John, a highly credible music critic, gives a rave review of a new album by the Corrs and that consumers form a positive attitude toward the album. In this instance, attitude is formed through the psychological process of. a. compliance b. conditional c. identification d. subconscious e. internalization

ANS: E PTS: 1

28. Lance Armstrong, an American who won seven straight Tour de France bicycling events, appeared in a television advertisement endorsing Trek bicycles claiming they are the best money can buy. Lance’s ability to favorably influence the audience’s perceptions of Trek bicycles is likely due to his as it relates to this product. a. expertise b. power c. attractiveness d. sex appeal e. familiarity