48. __________ consists of trustworthiness and expertise.
A. A two-sided message
B. The two routes to persuasion
C. Message appeal
D. Source credibility
E. Message structure
49. Dr. Thomas, a doctor and local news medical correspondent, has frequently appeared in “Ask the Doctor”
segment on local news Radio. Dr. Thomas is highly esteemed in his field and provides up-to-date medical
information for viewers and provides answers to callers’ questions. Sometimes he recommends specific remedies
and products, and Valerie, a regular listener of the segment, trusts what he says or recommends because he doesn’t
seem to have an apparent motive to mislead listeners. Which characteristic does Dr. Thomas possess?
A. source credibility
B. source derogation
C. source experience
D. source likeability
E. source attractiveness
50. In which type of ad does a person, generally a typical member of the target market, recount his or her successful
use of the product, service, or idea?
A. single message
B. two-sided message
C. comparative ad
D. testimonial ad
E. demonstration
11-22
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 11-05 Describe the role of message source, appeal, and structure on attitudes.
Topic: Source Characteristics
51. Anne appears in a television commercial for a local chiropractor. She tells the audience how she suffered from
migraine headaches several times a month. However, once she started treatment at this particular chiropractor, her
headaches disappeared. She claimed, “I kept expecting them to come back, but they didn’t. I have a whole new lease
on life, thanks to Peavy Chiropractic!” Which type of ad is this?
A. single message
B. two-sided message
C. comparative ad
D. testimonial ad
E. demonstration
52. Advertisements and packages for Kellogg’s Smart Start breakfast cereal include the seal of the American Heart
Association, indicating that it is a hearty, healthy choice. This seal can influence consumers to purchase this brand
because the American Heart Association has a reputation of trustworthiness and expertise. The seal appearing on
packages and in advertisements represents a
A. third-party endorsement.
B. testimonial.
C. two-sided message.
D. sponsorship.
E. message frame.
53. Which of the following is not a reason why celebrity sources are effective?
A. Celebrities may attract attention to the advertisement.
B. A celebrity’s likeability and popularity often translate into higher Aad, which can enhance brand attitudes.
C. Some celebrities are also experts.
D. Celebrities are physically attractive, and research has shown that individuals will agree with a physically
attractive person regardless of the message or their own initial attitude.
E. Consumers may identify with or desire to emulate the celebrity.
54. Which of the following do marketers need to be concerned about with respect to using celebrities as company
spokespersons?
A. overexposure of the celebrity
B. negative behavior involving the spokesperson
C. image of the celebrity does not match the image of the product or brand
D. overexposure of the celebrity and negative behavior involving the spokesperson
E. overexposure of the celebrity, negative behavior involving the spokesperson, and image of the celebrity does not
match the image of the product or brand
55. Kellogg recently dropped Olympic swimmer Michael Phelps as a celebrity endorser. Kellogg’s decision was
based on
A. the age of the celebrity.
B. over exposure of the celebrity.
C. negative behavior involving the celebrity.
D. a contract dispute.
E. conflict of interest with another sponsor.
11-24
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Easy
Gradable: automatic
Learning Objective: 11-05 Describe the role of message source, appeal, and structure on attitudes.
Topic: Source Characteristics
56. Tony the Tiger, the Jolly Green Giant, and the Aflac duck are examples of
A. celebrity spokespersons.
B. sponsors.
C. spokescharacters.
D. two-sided messages.
E. inanimate celebrity characters.
57. Spokescharacters can be
A. animated animals.
B. animated people.
C. animated products.
D. animated objects.
E. All of these choices are correct.
58. Which of the following occurs when a company provides financial support for an event such as the Olympics or
a concert?
A. third-party endorsement
B. sponsorship
C. celebrity endorsement
D. source credibility
E. two-sided message
59. Appeal characteristics represent __________ a message is communicated.
A. by whom
B. when
C. where
D. how
E. the timing by which
60. Which type of appeal uses the threat of negative (unpleasant) consequence if attitudes or behaviors are not
altered?
A. one-sided message
B. two-sided message
C. fear appeals
D. humorous appeals
E. comparative ads
11-26
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Gradable: automatic
Learning Objective: 11-05 Describe the role of message source, appeal, and structure on attitudes.
Topic: Appeal Characteristics
61. A long-running television commercial for Dial soap would show an individual in various situations with other
people (e.g., car pool or elevator). This individual would join the others and look around, appearing to be in
discomfort. Then a voice over would say, “Aren’t you glad you used Dial… don’t you wish everyone did?” Which
type of appeal does this illustrate?
A. one-sided message
B. two-sided message
C. fear appeal
D. third-party endorsement
E. comparative ad
62. Which of the following statements is false regarding humorous appeals?
A. Ads built around humor appear to increase attention to the ad.
B. The overall effectiveness of humor is generally increased when the humor relates to the product or brand in a
meaningful way.
C. Humorous ads are low risk because they tend to translate well across situations and cultures.
D. Companies have been successful using humor that is only loosely tied to the product.
E. Ads built around humor appear to increase liking of the ad.
63. Which type of ad directly compares the features or benefits of two or more brands?
A. one-sided message
B. two-sided message
C. fear appeal
D. third-party endorsement
E. comparative ad
64. An advertisement for AT&T long distance telephone service split the screen in two and showed a person on each
screen talking on the telephone. Below each person, there was a running total of the cost of the call. At the end of
the commercial, the total cost on the AT&T side was lower than that for the Sprint side. This is an example of which
type of ad?
A. one-sided message
B. two-sided message
C. fear appeal
D. third-party endorsement
E. comparative ad
65. Which of the following statement is true regarding comparative advertising?
A. Comparative advertising is more effective regardless of the source.
B. Comparative advertising is particularly effective for promoting established, market-share leader brands.
C. Audience characteristics, especially brand loyalty associated with the sponsoring brand, are important.
D. Broadcast media, particularly radio, appear to be better vehicles for comparative advertisements.
E. A partially comparative ad is one in which a specific competitor is not named.
11-28
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Hard
Gradable: automatic
Learning Objective: 11-05 Describe the role of message source, appeal, and structure on attitudes.
Topic: Appeal Characteristics
66. Which type of ad is designed primarily to elicit a positive affective response rather than to provide information
or arguments?
A. one-sided message
B. two-sided message
C. fear appeal
D. emotional ad
E. comparative ad
67. Which of the following is not a way emotional ads may enhance persuasion?
A. by increasing attention of the ad and, therefore, ad recall
B. by increasing liking of the ad
C. by increasing product liking through classical conditioning
D. by increasing product liking through high-involvement processes
E. All of these choices are ways emotional ads may enhance persuasion.
68. Which type of appeal attempts to build a personality for the product or create an image of the product user?
A. humorous appeal
B. utilitarian appeal
C. value-expressive appeal
D. hedonic appeal
E. emotional appeal
69. Instead of featuring any functional benefits of the product or brand in ads for the iPod, this product was
introduced by showing a silhouette of a person dancing with the white earbuds and holding a white iPod MP3
player. Which type of advertising appeal does this illustrate?
A. one-sided message
B. two-sided message
C. testimony
D. value-expressive appeal
E. utilitarian appeal
70. Which type of appeal involves informing the consumer of one or more functional benefits that are important to
the target market?
A. multisided message
B. value-expressive appeal
C. utilitarian appeal
D. factual appeal
E. supportive appeal
11-30
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 11-05 Describe the role of message source, appeal, and structure on attitudes.
Topic: Appeal Characteristics
71. An advertisement for the Honda Civic Hybrid featured gas mileage in the subheading (49 city/51 highway). The
copy also noted that owners of this automobile may be eligible for a clean-fuel tax deduction. At the time this ad
appeared, gas was over $3.00 per gallon, which made the information important to consumers. This is an example of
which type of appeal?
A. value-expressive appeal
B. comparative ad
C. two-sided message
D. utilitarian appeal
E. supportive appeal
72. Which of the following is true regarding value-expressive versus utilitarian appeals?
A. Utilitarian appeals attempt to build a personality for the product or create an image of the product user.
B. Utilitarian appeals are most effective for functional products.
C. Products serve either a utilitarian purpose or a value-expressive purpose but not both.
D. For value-expressive products, banner ads on websites serve primarily to transport consumers to the more
detailed target ads or sites.
E. All of these choices are correct.
73. Advertisements or sales messages in which only one point of view is expressed are referred to as
A. biased messages.
B. one-sided messages.
C. two-sided messages.
D. utilitarian appeals.
E. noncomparative ads.
74. Toyota offers a hybrid version of its popular Highlander mid-sized SUV. The advertising for this car features the
positive benefits of owning a hybrid, but it fails to mention that the Hybrid is considerably more expensive than the
conventional version of the model. This is an example of a(n)
A. biased message.
B. one-sided message.
C. two-sided message.
D. positive appeal.
E. comparative ad.
75. Which type of advertisement or sales presentation presents both good and bad points?
A. unbiased message
B. one-sided message
C. two-sided message
D. positive/negative message
E. balanced message