Question 1

A two-sided message presents both good and bad points.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following is NOT a reason celebrity sources are effective?

Accepted Answer

A)   Celebrities may attract attention to the advertisement.
B)   A celebrity's likeability and popularity often translate into higher Aad, which can enhance brand attitudes.
C)   Some celebrities are also experts.
D)   Celebrities are physically attractive, and research has shown that individuals will agree with a physically attractive person regardless of the message or their own initial attitude.
E)   Consumers may identify with or desire to emulate the celebrity.F) C) and D)
G) All of the above

Question 3

Which of the following statements is FALSE regarding humorous appeals?

Accepted Answer

A)   Ads built around humor appear to increase attention to the ad.
B)   The overall effectiveness of humor is generally increased when the humor relates to the product or brand in a meaningful way.
C)   Humorous ads are low risk because they tend to translate well across situations and cultures.
D)   Companies have been successful using humor that is only loosely tied to the product.
E)   Ads built around humor appear to increase liking of the ad.F) A) and B)
G) A) and C)

Question 4

In a goal framing setting, a positive frame is generally the most effective.

Accepted Answer

A) True 
 B)False  False

Question 5

Which of the following is FALSE regarding the central route to persuasion in the elaboration likelihood model?

Accepted Answer

A)   Consumers exhibit high involvement with the product, message, or decision.
B)   Consumers exhibit strong attention focused on central, product-related features and factual information.
C)   Consumers experience conscious thoughts about product attributes and use outcomes.
D)   Persuasion operates through classical conditioning.
E)   Persuasion generally alters product beliefs.F) C) and D)
G) C) and E)

Question 6

Four basic marketing strategies used for altering the cognitive structure of a consumer's attitude are change beliefs, shift importance, add beliefs, and change ideal.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following statements adequately reflects the concept of attitude component consistency?

Accepted Answer

A)   All three attitude components do not change over time.
B)   A change in one attitude component tends to produce related changes in the other components.
C)   The three attitude components operate independently from each other, so a change in one component does not necessarily mean the others will change.
D)   All three attitude components are equal in their influence on one's attitude.
E)   Each component is equally important regardless of the situation.F) None of the above
G) B) and C)

Question 8

Which of the following is used to understand a consumer's cognitive component of attitude?

Accepted Answer

A)   attribution theory
B)   cognitive dissonance theory
C)   multiattribute attitude model
D)   attitude consistency theory
E)   attitude perception modelF) B) and C)
G) D) and E)

Question 9

_____ consists of trustworthiness and expertise.

Accepted Answer

A)   A two-sided message
B)   The two routes to persuasion
C)   Message appeal
D)   Source credibility
E)   Message structureF) A) and B)
G) C) and D)

Question 10

Appeal characteristics represent _____ a message is communicated.

Accepted Answer

A)   by whom
B)   when
C)   where
D)   how
E)   the timing by whichF) B) and E)
G) A) and C) D

Question 11

Companies spend millions of dollars each year for celebrities to appear in their marketing communications. Explain why this might be a good investment. That is, discuss the reasons why celebrity endorsers are effective.

Accepted Answer

Celebrity sources are effective for a va...

Question 12

For which type of products can affect, emotions, and Aad play a role in more conscious, high-involvement settings?

Accepted Answer

A)   durable products
B)   hedonic products
C)   services
D)   high-price products
E)   nondurable productsF) A) and B)
G) A) and C)

Question 13

Quaker Oats contains zero milligrams of sodium. This is an example of what type of belief?

Accepted Answer

A)   conspicuous belief
B)   benefit belief
C)   dominant belief
D)   feature belief
E)   inherent beliefF) B) and E)
G) B) and D)

Question 14

Carissa is highly involved is a purchase decision for a new car. She has searched the Internet, visited car dealerships, talked to friends and family, and paid attention to advertisements. According to the elaboration likelihood model, by which route is Carissa likely to be persuaded?

Accepted Answer

A)   primary route
B)   secondary route
C)   central route
D)   peripheral route
E)   direct routeF) A) and C)
G) A) and D)

Question 15

_____ refers to presenting one of two equivalent value outcomes either in positive or gain terms or in negative or loss terms.

Accepted Answer

A)   Message sidedness
B)   Message framing
C)   Benefit segmentation
D)   Positive/negative message
E)   PrimingF) C) and D)
G) A) and E)

Question 16

The logic underlying the multiattribute attitude model is that all the components of an attitude are generally inconsistent.

Accepted Answer

A) True 
 B)False  False

Question 17

Why are the SAM and AdSAM measures effective across cultures?

Accepted Answer

A)   because the pictorial representations don't require translation or alteration
B)   because the numerical representations don't require translation or alteration
C)   because they are based on emotions
D)   because they are based on attitudes
E)   because the musical representations do not include lyricsF) A) and B)
G) A) and E)

Question 18

Advertisements and packages for Kellogg's Smart Start breakfast cereal include the seal of the American Heart Association, indicating that it is a hearty, healthy choice. This seal can influence consumers to purchase this brand because the American Heart Association has a reputation of trustworthiness and expertise. The seal appearing on packages and in advertisements represents a _____.

Accepted Answer

A)   third-party endorsement
B)   testimonial
C)   two-sided message
D)   sponsorship
E)   message frameF) B) and E)
G) A) and B)

Question 19

Which of the following statement is TRUE regarding comparative advertising?

Accepted Answer

A)   Comparative advertising is more effective regardless of the source.
B)   Comparative advertising is particularly effective for promoting established, market-share leader brands.
C)   Audience characteristics, especially brand loyalty associated with the sponsoring brand, are important.
D)   Broadcast media, particularly radio, appear to be better vehicles for comparative advertisements.
E)   A partially comparative ad is one in which a specific competitor is not named.F) A) and D)
G) All of the above

Question 20

In which type of ad does a person, generally a typical member of the target market, recount his or her successful use of the product, service, or idea?

Accepted Answer

A)   single message
B)   two-sided message
C)   comparative ad
D)   testimonial ad
E)   demonstrationF) A) and E)
G) D) and E)

Exam 11: Attitudes and Influencing Attitudes

A two-sided message presents both good and bad points.

Correct Answer
verified

Which of the following is NOT a reason celebrity sources are effective?

Correct Answer
verified

Which of the following statements is FALSE regarding humorous appeals?

Correct Answer
verified

In a goal framing setting, a positive frame is generally the most effective.

Correct Answer
verified
False

Which of the following is FALSE regarding the central route to persuasion in the elaboration likelihood model?

Correct Answer
verified

Four basic marketing strategies used for altering the cognitive structure of a consumer's attitude are change beliefs, shift importance, add beliefs, and change ideal.

Correct Answer
verified

Which of the following statements adequately reflects the concept of attitude component consistency?

Correct Answer
verified

Which of the following is used to understand a consumer's cognitive component of attitude?

Correct Answer
verified

_____ consists of trustworthiness and expertise.

Correct Answer
verified

Appeal characteristics represent _____ a message is communicated.

Correct Answer
verified
D

Companies spend millions of dollars each year for celebrities to appear in their marketing communications. Explain why this might be a good investment. That is, discuss the reasons why celebrity endorsers are effective.

Correct Answer
verified
Celebrity sources are effective for a va...
View Answer

For which type of products can affect, emotions, and Aad play a role in more conscious, high-involvement settings?

Correct Answer
verified

Quaker Oats contains zero milligrams of sodium. This is an example of what type of belief?

Correct Answer
verified

Carissa is highly involved is a purchase decision for a new car. She has searched the Internet, visited car dealerships, talked to friends and family, and paid attention to advertisements. According to the elaboration likelihood model, by which route is Carissa likely to be persuaded?

Correct Answer
verified

_____ refers to presenting one of two equivalent value outcomes either in positive or gain terms or in negative or loss terms.

Correct Answer
verified

The logic underlying the multiattribute attitude model is that all the components of an attitude are generally inconsistent.

Correct Answer
verified
False

Why are the SAM and AdSAM measures effective across cultures?

Correct Answer
verified

Correct Answer
verified

Which of the following statement is TRUE regarding comparative advertising?

Correct Answer
verified

In which type of ad does a person, generally a typical member of the target market, recount his or her successful use of the product, service, or idea?

Correct Answer
verified

Exam 11: Attitudes and Influencing Attitudes

A two-sided message presents both good and bad points.

Correct AnswerverifiedShow Answer

Which of the following is NOT a reason celebrity sources are effective?

Correct AnswerverifiedShow Answer

Which of the following statements is FALSE regarding humorous appeals?

Correct AnswerverifiedShow Answer

In a goal framing setting, a positive frame is generally the most effective.

Correct AnswerverifiedFalse

Which of the following is FALSE regarding the central route to persuasion in the elaboration likelihood model?

Correct AnswerverifiedShow Answer

Four basic marketing strategies used for altering the cognitive structure of a consumer's attitude are change beliefs, shift importance, add beliefs, and change ideal.

Correct AnswerverifiedShow Answer

Which of the following statements adequately reflects the concept of attitude component consistency?

Correct AnswerverifiedShow Answer

Which of the following is used to understand a consumer's cognitive component of attitude?

Correct AnswerverifiedShow Answer

_____ consists of trustworthiness and expertise.

Correct AnswerverifiedShow Answer

Appeal characteristics represent _____ a message is communicated.

Correct AnswerverifiedD

Companies spend millions of dollars each year for celebrities to appear in their marketing communications. Explain why this might be a good investment. That is, discuss the reasons why celebrity endorsers are effective.

Correct AnswerverifiedCelebrity sources are effective for a va...View AnswerShow Answer

For which type of products can affect, emotions, and Aad play a role in more conscious, high-involvement settings?

Correct AnswerverifiedShow Answer

Quaker Oats contains zero milligrams of sodium. This is an example of what type of belief?

Correct AnswerverifiedShow Answer

Carissa is highly involved is a purchase decision for a new car. She has searched the Internet, visited car dealerships, talked to friends and family, and paid attention to advertisements. According to the elaboration likelihood model, by which route is Carissa likely to be persuaded?

Correct AnswerverifiedShow Answer

_____ refers to presenting one of two equivalent value outcomes either in positive or gain terms or in negative or loss terms.

Correct AnswerverifiedShow Answer

The logic underlying the multiattribute attitude model is that all the components of an attitude are generally inconsistent.

Correct AnswerverifiedFalse

Why are the SAM and AdSAM measures effective across cultures?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following statement is TRUE regarding comparative advertising?

Correct AnswerverifiedShow Answer

In which type of ad does a person, generally a typical member of the target market, recount his or her successful use of the product, service, or idea?

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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False

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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D

Correct Answer
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Celebrity sources are effective for a va...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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False

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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