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Multiple Choice Quiz
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1
The independent variables of the persuasion matrix are:
A)the controllable components of the communication process
B)the emotional contextual variables of communication
C)situation variables that determine how efficiently a message is received
D)the stages a receiver goes through in being persuaded.
E)none of the above
2
Bernice is of Scotch-Irish descent and has recurring problems with red patches of skin on her face that are probably due to sun and wind exposure. Last night she saw an infomercial on rosacea, a medical condition that causes red facial splotches, and a new drug to cure it. After watching the infomercial, Bernice is convinced she suffers from rosacea and has asked her doctor for a prescription for the new drug. Bernice has experienced the process of:
A)socialization
B)commercialization
C)internalization
D)symbiotic learning
E)acculturation
3
The editor of Consumer Reports magazine appeared in a commercial explaining why every adult needs to subscribe to the publication. According to the text, this tactic:
A)will not work unless the editor exudes credibility
B)might be the result of ego instead of logic
C)can be a method of enhancing source credibility
D)is prevalent among small- and medium-sized companies
E)is described by all of the above
4
Beautiful model and actress Catherine Zeta-Jones appears in a mobile phone company's promotional communications. The mobile phone company hopes her appearance in its advertising will lead to _____ whereby the receivers are motivated to seek behavior that the will allow them to have a relationship with the source.
A)internalization
B)antecedent learning
C)commercialization
D)the primacy effect
E)identification
5
The winner of five national championships and the winner of one world championship pistol shooting competition is the spokesperson for S&W cartridges. Which of the following describes how successful this spokesperson will most likely be?
A)In general, people are not motivated to buy by a message that comes from someone with which they feel a sense of similarity.
B)When used in medium targeted to people who like shooting, this spokesperson will lack stopping power.
C)This individual is an excellent match with and should be well-received by the advertiser's target audience.
D)This spokesperson will have no effect on his target audience.
E)All of the above statements describe how successful this spokesperson will most likely be.
6
_____ occurs in a promotion communications when the source has the power to administer rewards and punishments to the receiver.
A)Referential control
B)Source power
C)Participative channeling
D)Reinforcement compliance
E)Charisma
7
An ad in Natural Health magazine begins with "AdvaCAL is the #1 bone-building calcium. Period." The rest of the ad contains graphs illustrating how the product builds bones and provides information about obtaining a product sample. This persuasive ad relies on:
A)the recency effect
B)the sleeper effect
C)graphic communications
D)the primacy effect
E)synergistic appeals
8
In a one-sided message,:
A)nonpersonal communications occurs
B)only positive attributes or benefits are communicated
C)the negative message is refuted
D)the receiver is expected to become increasingly more convinced of the message's credibility as time passes
E)the source uses a t-account format in which both negative and positive benefits are listed, but not discussed
9
The ad shows a darkened room with an individual sleeping soundly in a comfortable bed. The ad copy reads, "Unisom SleepGels has the exact same amount of the exact same sleep ingredient found in Tylenol PM without any added medicine." This ad is an example of:
A)comparative advertising
B)confrontational advertising
C)a source power appeal
D)a two-sided advertising message
E)a refutational appeal
10
When Lyndon Johnson ran for U.S. President against Barry Goldwater, the Johnson campaign ran ads showing a child plucking the petals from a daisy with an atomic explosion in the background to reinforce the belief that Goldwater would start a nuclear war. This ad is an example of the use of a(n) _____ appeal.
A)irrational
B)refutational
C)source
D)two-sided
E)fear appeal
11
An appliance ad in Architectural Digest, a magazine designed for people who live in homes that cost million of dollars or who would like to live in that lifestyle, has a high:
A)quantitative media effect
B)recency effect
C)qualitative media effect
D)primacy effect
E)symbiotic research effect
12
Which of the following statements about clutter is true?
A)Shorter commercial times have led to less clutter in television advertising.
B)Clutter is defined as the amount of advertising in a medium.
C)Clutter is not a problem for advertisers in specialized magazines like Skateboarding, Paint Ball, and Guns.
D)Top-rated shows typically have fewer commercials than shows that have lower ratings.
E)Consumers are typically much less bothered by clutter than advertisers.







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