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| 1 | |
While selecting individuals to act as spokespeople, marketers look for people whose traits will: |
| | A) | maximize message influence. |
| | B) | be consistent with equal opportunity advertising guidelines. |
| | C) | signal affluence. |
| | D) | avoid offending non-consumers. |
| | E) | control the receiver. |
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| 2 | |
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) | the humorous components of the message. |
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| 3 | |
Bernice is of Scotch-Irish descent who 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 that 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. |
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| 4 | |
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 |
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| 5 | |
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. |
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| 6 | |
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. |
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| 7 | |
An ad shows a darkened room with an individual sleeping soundly in a comfortable bed. The ad copy reads, "Unisom Sleep Gels has the exact same amount of the exact same sleep ingredient found in Tylenol PM without any added medicine." Tylenol is a major competitor of Unison Sleep Gels. 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. |
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| 8 | |
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 |
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| 9 | |
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. |
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| 10 | |
Which of the following statements is true about clutter? |
| | A) | Shorter commercial times have led to less clutter in television advertising. |
| | B) | It is defined as the amount of advertising in a medium. |
| | C) | It is not a problem during popular shows as not many advertisers want to invest in the expensive space. |
| | D) | It has not become a major concern among television advertisers as a result of increases in nonprogram time and the trend toward shorter commercials. |
| | E) | Consumers are typically much more bothered by clutter than advertisers. |
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