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Exam 4: Source, Message, and Channel Factors

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Question 21

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Which of the following factors contribute the most to the "clutter" problem in television advertising?

A) The use of celebrities in ads
B) The use of emotional appeals
C) The trend toward shorter commercials
D) The increase in zapping or channel changing via remote control
E) The use of fear appeals

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Question 22

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The _____ score is an absolute measure of the appeal or popularity of the celebrity.

A) Q rating
B) familiarity
C) similarity
D) one of my favorites
E) compliance

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Question 23

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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:

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:

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:

_____ is defined as affection for a source as a result of the source's physical appearance,behavior,or other physical characteristics.

Which source characteristic is likely to suffer when a celebrity endorses too many products and is seen too often by consumers?

_____ is the process where the receiver adopts the opinion of the credible communicator since he or she believes information from this source is accurate.

"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:

Using the meaning transfer model of the celebrity endorsement process,celebrities draw their meanings from:

_____ are messages that mention only positive product attributes or benefits.

Marketers should draw definite conclusions in their advertising messages when:

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.

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:

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:

A commercial that places the strongest points at the end of the message assumes a ____,whereby the last arguments presented are the most persuasive.

A(n) _____ doesn't actually deliver a message but draws attention to and/or enhances the appearance of the ad.

All nonprogram material that appears in a broadcast environment including commercials,public service announcements,and promotions for upcoming programs contribute to the _____ problem.

Presenting the strongest arguments at the beginning of the commercial message assumes that a _____ is operating.

Which of the following statements is true about source credibility?