978-0133866339 Chapter 06 Part 7

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255) Identification is the ability of the audience to identify with the spokesperson in an ad and is

derived from:

A) expertise.

B) attractiveness.

C) likeability.

D) similarity.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-4

256) Britney really liked the advertisement by Saturn that featured an elementary school teacher,

primarily because Britney is also an elementary school teacher. This identification with the

spokesperson by Britney is an example of the concept of:

A) attractiveness.

B) similarity.

C) likeability.

D) trustworthiness.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-4

257) When an accountant serves as a spokesperson in an advertisement for an accounting

service, viewers who are also accountants find the ad to be more credible based on:

A) attractiveness.

B) similarity.

C) likeability.

D) persuasiveness.

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 6-4

258) An ad that is targeted toward stay-at-home moms, which begins with this phrase, “Since I

stopped working, I have more time for my kids,” emphasizes:

A) likeability.

B) similarity.

C) consistency.

D) continuity.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-4

259) Wishing to think and act rich like the spokesperson in an advertisement, is a form of:

A) empathy.

B) intent to purchase.

C) identification.

D) attractiveness.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-4

260) Giving to a charity because the spokesperson in the ad is a Republican, and the viewer is

also a Republican, is based on:

A) likeability.

B) identification.

C) consistency.

D) empathy.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-4

261) In terms of spokesperson characteristics, which is the degree of confidence or the level of

acceptance consumers place in the spokesperson’s message?

A) Trustworthiness

B) Expertise

C) Credibility

D) Likeability

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-4

262) A physician endorsing a specific brand of medicine would have a high level of:

A) attractiveness.

B) likeability.

C) expertise.

D) personality.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-4

263) One danger is using celebrities as spokespersons is that their endorsement of too many

products tarnishes:

A) credibility.

B) likeability.

C) expertise.

D) attractiveness.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-4

264) One danger of using a CEO or other prominent official of a corporation is that the person

may not possess the source characteristics of:

A) trustworthiness and expertise.

B) attractiveness and likeability.

C) credibility and expertise.

D) likeability and trustworthiness.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-4

265) Using typical persons and CEOs as spokespeople in ads are difficult because they:

A) are often perceived as not being credible.

B) do not have a high level of expertise.

C) are not professional actors so they are more difficult to work with.

D) are not physically attractive.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-4

266) Celebrity endorsers are used for ads because their stamp of approval on a product can

enhance the product’s brand equity and create emotional bonds between the consumers and the

brand being endorsed.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-4

267) In terms of endorsers, celebrities and CEOs are not typically viewed as expert sources for

product endorsements.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-4

268) Paid actors or models can be used in an advertisement to portray ordinary, everyday people.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-4

269) One reason companies are using more typical persons as endorsers is the overuse of

celebrities in ads.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 6-4

270) A spokesperson’s credibility is derived from the composite of attractiveness, likeability,

trustworthiness, and intelligence.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-4

271) One reason for using typical persons as product endorsers is that they are more likely to

possess at least some quantity of all of the source characteristics.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-4

272) In terms of source characteristics, attractiveness has two components: physical

attractiveness and social attractiveness.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-4

273) Ads work better if the audience can identify with the spokesperson in the ad.

Question Tag: Critical Thinking

AACSB Category: Application of knowledge

Objective: 6-4

274) As a source characteristic, similarity is the degree of confidence or the level of acceptance

consumers place in a spokesperson’s message.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-4

275) As a source characteristic, expertise can be valuable in persuasive advertisements designed

to change the audience’s opinions or attitudes.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-4

276) Celebrities normally score well in terms of similarity, believability, and likeability.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-4

277) The potential for negative publicity caused by inappropriate actions of celebrities has led

some advertisers to use deceased celebrities.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-4

278) In terms of source characteristics, CEOs score low on credibility.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 6-4

279) Typical person sources tend not to have high levels of credibility.

Question Tag: Critical Thinking

AACSB Category: Application of knowledge

Objective: 6-4

280) Typical person spokespeople do not have the name recognition of celebrities, and as a

result, advertisers often use multiple sources within one advertisement to build credibility.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-4

281) What four types of sources or spokespersons can advertisers utilize?

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-4

282) A business-to-business advertisement for Service Metrics about internet security shows a

man blindfolded about to step into a manhole. The manhole illustrates the ________ component

of the behavioral response model.

A) severity

B) vulnerability

C) response cost

D) negative consequence

Question Tag: Application

Objective: 6-5