Endorsers and Message Appeals in Advertising: Exam Study Guide, Exams of Business Economics

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Appeals in Advertising

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Appeals in Advertising

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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.

ANS: T PTS: 1

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21. Ads with physically attractive endorsers have not been shown to produce more favorable evaluations of advertised brands than ads with less attractive communicators.

ANS: F PTS: 1

22. Consumers are more likely to adopt an attitude or undertake an action when a likable person promotes that action.

ANS: T PTS: 1

23. Matchup between spokesperson and audience similarity is especially important when the product or service in question is one where audience members are heterogeneous in terms of their taste and attribute preferences.

ANS: T PTS: 1

24. The most important factor considered by executives in the selection of a celebrity endorser is celebrity credibility.

ANS: T PTS: 1

25. A performer's Q Score is calculated by taking his or her popularity percentage divided by the familiarity percentage.

ANS: T PTS: 1

26. The Q Score reveals the proportion of a group that is familiar with a person and regards that person as one of their favorites.

ANS: T PTS: 1

27. Advertisers avoid subjective judgments when deciding whether a prospective endorser matches well with the brand image and its intended target market.

ANS: F PTS: 1

28. Humorous advertisements generally involve the use of incongruity resolution.

ANS: T PTS: 1

29. Humor enhances liking of both the advertisement and the advertised brand.

ANS: T PTS: 1

30. Humor offers an advantage over nonhumor at increasing persuasion.

ANS: F PTS: 1

31. Humor enhances source credibility.

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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.

ANS: T PTS: 1

43. Sexist ads use sexual imagery or suggestiveness.

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e. persuasion

ANS: C PTS: 1

3. Margaret notices a television commercial because of the loud sounds. This is an example of. a. exposure b. involuntary attention c. nonvoluntary attention d. voluntary attention e. interpretation

ANS: B PTS: 1

4. attention requires very little effort on the part of the receiver. a. Involuntary b. Voluntary c. Selective d. Processing e. Nonvoluntary

ANS: A PTS: 1

5. When consumers are attracted to stimuli that supply relevant facts and figures, they are interested in meeting their needs. a. heuristic b. emotional c. hedonic d. informational e. comprehensive

ANS: D PTS: 1

6. Marketers can enhance consumers' motivation to attend to a message by. a. increasing curiosity about the brand b. repeating the ad on multiple occasions c. employing verbal framing d. appealing to hedonistic needs e. using concretizations

ANS: D PTS: 1

7. In general, novel messages are. a. unusual b. distinctive c. unpredictable d. none of these e. unusual, distinctive, and unpredictable

ANS: E PTS: 1

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 b. use loud music c. use celebrities d. use colorful ads e. employ verbal framing

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19. Many advertisements that portray typical-person users often include multiple people rather than a single individual. The reason for this practice is. a. because typical-person users are less expensive b. to provide multiple points of view c. to generate higher levels of message involvement d. to guard against the possibility that one endorser will be ineffective e. to increase the consumers’ perception of trustworthiness of the endorsers

ANS: C PTS: 1

20. Extensive research has demonstrated that the two basic attributes contributing to an endorser's effectiveness are. a. intelligence and credibility b. attractiveness and intelligence c. attractiveness and credibility d. personality and intelligence e. personality and attractiveness

ANS: C PTS: 1

21. When the receiver accepts the endorser's position on an issue as his or her own, has occurred. a. identification b. externalization c. internalization d. normalization e. compensation

ANS: C PTS: 1

22. When an information source, such as an endorser, is perceived as credible, audience attitudes are changed through a psychological process called. a. TEARS b. externalization c. internalization d. identification e. affect referral

ANS: C PTS: 1

23. Which of the following is true regarding the source attribute of credibility? a. Credibility and attractiveness are basically different labels for the same concept. b. A credible source influences receivers’ attitudes through a process of identification. c. There are two important properties of endorser credibility—expertise and attractiveness. d. There are two important properties of endorser credibility—expertise and trustworthiness. e. There are three important subcomponents of credibility—attractiveness, respect, and similarity.

ANS: D PTS: 1

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

ANS: A PTS: 1

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a. Expertise b. Trustworthiness c. Respect d. Familiarity e. Liking

ANS: C PTS: 1

35. represents the degree to which an endorser matches an audience in terms of characteristics pertinent to the endorsement relationship—age, gender, ethnicity, etc. a. Expertise b. Trustworthiness c. Respect d. Similarity e. Liking

ANS: D PTS: 1

36. When Josh was seventeen, he killed a family of four in a drunk driving accident. As part of his community service, Josh goes around to high schools telling other teens about the terrible thing he did in an attempt to prevent them from doing the same thing. Based on this information, why do you think Josh is considered an attractive source for this type of message? a. He is perceived as similar to the audience he is trying to influence. b. He has earned a high level of respect due to his accomplishments. c. He is physically attractive. d. He is an inexpensive endorser for this cause. e. He has a high Q-score.

ANS: A PTS: 1

37. There is some evidence that a matchup between endorser and audience similarity is especially important when the product or service in question is one where audience members are in terms of their taste and attribute preferences. a. homogeneous b. heterogeneous c. indifferent d. in agreement e. apathetic

ANS: B PTS: 1

38. Which of the following factors is important when selecting celebrity endorsers? a. the ease/difficulty of working with the celebrity b. the match between the celebrity and the audience c. the cost of the celebrity d. the likelihood of the celebrity getting into trouble e. All of these are correct.

ANS: E PTS: 1

39. The most important factor executives consider when making their celebrity-selection for endorsements decision is.

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a. how much it will cost to acquire the celebrity's services b. celebrity and audience matchup c. celebrity and brand matchup d. celebrity credibility e. celebrity attractiveness

ANS: D PTS: 1

40. In considering celebrity endorsers, brand managers must perform to determine whether a more expensive celebrity can be justified in terms of a proportionately greater return on investment. a. qualitative research b. Q-rating tests c. a cost-benefit analysis d. a credibility analysis e. a focus group

ANS: C PTS: 1

41. One factor to consider in choosing a celebrity endorser is the number of brands the celebrity is endorsing. This is referred to as the factor. a. trouble b. saturation c. celebrity and brand matchup d. credibility e. Q-score

ANS: B PTS: 1

42. A performer’s Q score is a function of. a. likability and attractiveness b. expertise and trustworthiness c. familiarity and popularity d. physical attractiveness and popularity e. familiarity and respect

ANS: C PTS: 1

43. A performer's is that person's popularity percentage divided by the familiarity percentage. a. Q score b. popularity index c. credibility rating d. attractiveness rating e. celebrity score

ANS: A PTS: 1

44. In addition to Q Scores, is(are) used to determine whether a prospective celebrity endorser matches well with the brand image and its intended target market. a. sales quotas b. subjective judgement c. performance d. product use

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c. cognitive dissonance d. attribution theory e. theory of reasoned action

ANS: B PTS: 1

51. According to the theory of psychological reactance,. a. people react against any efforts to reduce their freedoms of choice b. consumer behavior is seen as emotional c. consumer behavior is seen as highly cognitive d. people satisfy primary needs before acquired needs e. the personal relevance that a communication has for a receiver is a critical determinant of the extent and form of persuasion

ANS: A PTS: 1

52. Appeals to guilt are ineffective if advertisements containing guilt appeals. a. lack credibility b. are perceived as having manipulative intentions c. are based on emotion d. a and b only e. a, b, and c

ANS: D PTS: 1

53. A potential role of sex in advertising is to. a. attract and hold attention b. enhance recall c. evoke emotional responses d. a and b only e. a, b, and c

ANS: E PTS: 1

54. The effectiveness of sexual content depends on. a. the appropriateness of it to the advertised subject matter b. the extent to which the product is liked or disliked c. its use with fear and guilt d. the credibility of the celebrity endorser e. All of these are correct.

ANS: A PTS: 1

55. Whether sexual content elicits a positive or negative reaction depends on the. a. appropriateness or relevance of the sexual content b. explicitness of the sexual content c. number of people portrayed in the sexual content d. the seductiveness of the sexual content e. extent of nudity in the sexual content

ANS: A PTS: 1

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56. Evidence suggests that the use of explicit sexual illustrations in advertisements may interfere with consumers’ processing of message and reduce message. a. appeals; impact b. arguments; comprehension c. features; success d. cues; appropriateness e. complexity; gestalt

ANS: B PTS: 1

57. The manager of the Fifth String, a music shop, notices that young male customers often loiter in front of sexy posters of female vocalists. What role does sex appeal play in this instance? a. enhances recall b. attracts and holds attention c. elicits emotional identification d. acts as subliminal cue e. encourages larger purchases

ANS: B PTS: 1

58. refers to the presentation of stimuli at a rate or level that is below the conscious threshold of awareness. a. Subconscious b. Embedded c. Subliminal d. Subsurface e. Accelerated

ANS: C PTS: 1

59. Which of the following is a form of subliminal stimulation? a. presenting visual stimuli at a very rapid rate by means of a device called a tachistoscope b. accelerated speech in auditory messages c. embedding of hidden symbols in print advertisements d. a and b only e. a, b, and c

ANS: E PTS: 1

60. An example of embedding would be. a. using attractive models to sell cosmetics b. using nudity to sell liquor c. airbrushing a word in a magazine advertisement d. using sexual themes to sell coffee e. depicting several people in an advertisement

ANS: C PTS: 1

61. Assume that a magazine advertisement contains the word "SEX" airbrushed at various points in the advertisement. This graphic is visible, but cleverly hidden. This is an application of. a. subliminal seduction b. embedding

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ANS: C PTS: 1

67. Ad advertisement for Imodium A-D anti-diarrheal medicine compares having to take two pills to several spoonfuls of the “pink stuff.” Which type of comparative advertisement is this? a. direct b. indirect c. subtle d. inoffensive e. stealth

ANS: B PTS: 1

68. Comparative advertising. a. is less effective than non-comparative ads in enhancing brand name recall b. is perceived as somewhat more believable than non-comparative advertising c. generates more purchases than noncomparative ads d. generates less favorable attitudes toward the sponsoring brand e. All of these are correct.

ANS: C PTS: 1

69. Which of the following statements is FALSE concerning comparative advertising? a. Comparative advertising generates fewer purchases than noncomparative ads. b. Comparative advertising is better than noncomparative ads in enhancing brand name recall. c. Comparative advertising is seen as somewhat less believable than non-comparative advertising. d. Comparative advertising generates stronger intentions to purchase the sponsored brand. e. Comparative advertising is particularly effective for promoting brands that possess distinct advantages relative to competitive brands.

ANS: A PTS: 1

70. Which of the following statements is true concerning comparative advertising? a. Comparative advertising generates fewer purchases than noncomparative ads. b. Noncomparative advertising is better than comparative ads in promoting recall of message arguments. c. Comparative advertising generates stronger intentions to purchase the sponsored brand. d. Comparative advertising is particularly effective for promoting brands that do not possess distinct advantages relative to competitive brands. e. Comparative advertising is no better than noncomparative advertising in enhancing brand name recall.

ANS: C PTS: 1

71. Comparative advertising is particularly effective for promoting brands that. a. are new to the market b. have technological advances included in their features c. are in the decline stage of the product life cycle d. have been introduced to the market with sales promotion e. possess distinct advantages relative to competitive brands

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ANS: E PTS: 1

72. Research has shown that does a better job of assessing consumers’ beliefs after their exposure to comparative advertisements. a. perceptual mapping b. relative framing c. concretization d. subjective framing e. nonrelative framing

ANS: B PTS: 1

ESSAY

1. Name and describe the three subcomponents of the general concept of attractiveness, and explain why each is important.

ANS: The three subcomponents of the general concept of attractiveness are:

1. Physical attractiveness. This is a key consideration in many endorsement relationships. Research has supported the intuitive expectation that physically attractive endorsers produce more favorable evaluations of ads and advertised brands than do less attractive communicators.
2. Respect. This represents the quality of being admired or even esteemed due to one’s personal qualities and accomplishments. Whereas a celebrity’s physical attractiveness may be considered the “form” aspect of the overall attractiveness attribute, respect is the “function” or substantive element. Celebrities are respected for their acting ability, athletic prowess, appealing personalities, their stand on important societal issues, and any number of other qualities. Individuals who are respected also generally are liked, and it this factor that can serve to enhance a brand’s equity when a respected/liked celebrity endorser enters into an endorsement relationship with the brand.
3. Similarity. This represents the degree to which an endorser matches an audience in terms of characteristics pertinent to the endorsement relationship - age, gender, ethnicity, etc. People tend to better like individuals who share with them common features or traits. There is some evidence that a matchup between endorser and audience similarity is especially important when the product or service is one where audience members are heterogeneous in terms of their taste and attribute preferences (i.e., restaurants, plays, movies, etc.). When preferences among audience members are relatively homogeneous (i.e., plumbing, dry cleaning, etc.), the matchup between spokesperson and audience similarity is not that important, but rather the spokesperson’s experience or expertise appears to have the greatest influence.

PTS: 1

2. What major issues regarding the selection of an endorser might executives of corporations consider before making an offer?

ANS: Advertising executives use a variety of factors in selecting celebrity endorsers: