Chapter 06 – Source, Message, and Channel Factors
40. (p. 194) For which of the following products would a marketer find the use of a physically
attractive model to be most effective?
41. (p. 194) The _____ score indicates the percentage of the people who have heard of the
endorser or the performer.
Chapter 06 – Source, Message, and Channel Factors
42. (p. 194) The _____ score is an absolute measure of the appeal or popularity of the celebrity.
43. (p. 194) Marketing Evaluations Inc.’s Q rating measures:
Chapter 06 – Source, Message, and Channel Factors
44. (p. 196) Which of the following statements is true about source power?
45. (p. 196) If viewers of the commercial perceived Barnes as being able to mete out punishment
if the census forms were not filled out, then Barnes, as a message source, is said to have:
Chapter 06 – Source, Message, and Channel Factors
46. (p. 196) If viewers of the commercial perceived Barnes as being sincerely interested in
whether every citizen filled out a census form, then Barnes, as a message source, is said to
have:
47. (p. 196) If citizens of Georgia filled out the census form because they thought that Barnes
(the message source) had the power to negatively impact their quality of life. In this case,
Barnes would have influence through:
Chapter 06 – Source, Message, and Channel Factors
48. (p. 196) The process by which a source with high power can influence behavior is known as:
49. (p. 196) When a source is able to administer rewards and punishments to the receiver,
influence occurs through a process known as:
Chapter 06 – Source, Message, and Channel Factors
50. (p. 197) Message sidedness, order of presentation, and refutation are all related to which
communication variable?
51. (p. 197) Presenting the strongest arguments at the beginning of the commercial message
assumes that a _____ is operating.
Chapter 06 – Source, Message, and Channel Factors
52. (p. 197) A commercial that begins, “Is it just forgetfulness or Alzheimer’s disease?” and then
lists the warning signs of Alzheimer’s is stating its strongest point first to gain reader attention
on a subject that most people would rather not consider. The rest of the ad describes a new
prescription medicine used to treat mild and moderate cases of Alzheimer’s. The advertising is
using a _____ to arouse interest.
53. (p. 197) A commercial that places the strongest points at the end of the message assumes a
____, whereby the last arguments presented are the most persuasive.
Chapter 06 – Source, Message, and Channel Factors
54. (p. 197) The commercial for Burpee gardening supplies begins with a discussion of how
beautiful and enjoyable gardens can be. It ends with the directive to visit the company at
Burpee. com and let Burpee’s experience get you off to a good start. By placing the strongest
point at the end of the ad, Burpee is hoping to benefit from the:
55. (p. 197) The commercial to convince people to stop smoking uses three teens bungee
jumping off a bridge. When they reach the ground, each grabs a can, opens it, and takes a
drink. As the third person takes a drink, the can explodes and kills him. The final screen reads,
“No other product but tobacco kills every third consumer.” By placing the strongest point in
the ad at the end, the ad’s source is hoping its message benefits from the:
Chapter 06 – Source, Message, and Channel Factors
56. (p. 197) The top of the ad in a magazine targeted to women reads, “Synvise can be a great
approach to osteoarthritis knee pain, says LPGA golfer Nancy Lopez and Synvise user.” The
rest of the ad copy explains how the prescription medication works and describes possible
side-effects. The ad’s source is hoping its message benefits from the:
57. (p. 197) A marketer may not want to put weak arguments at the beginning of an advertising
message because this action may:
Chapter 06 – Source, Message, and Channel Factors
58. (p. 197) A marketer should present the strong points at the beginning of an advertisement
only when:
59. (p. 198) Marketers should draw definite conclusions in their advertising messages when:
Chapter 06 – Source, Message, and Channel Factors
60. (p. 198) The headline for the Dodge Caravan ad reads, “What idiot coined the phrase ‘stay–
at-home-mom’?” The only other information in the ad is directions on where to call to find the
nearest Dodge dealer. This ad is:
61. (p. 198) A marketer may want to use a message that draws an explicit conclusion for a target
audience if the audience is:
Chapter 06 – Source, Message, and Channel Factors
62. (p. 198) What type of message structure should a marketer use if immediate behavior is not
an objective of the advertiser and repeated exposure will give the target audience opportunity
to draw their own conclusions?
63. (p. 198) _____ are messages that mention only positive product attributes or benefits.
Chapter 06 – Source, Message, and Channel Factors
64. (p. 198) In its ads, Listerine claims effectiveness but admits to less than perfect taste. This is
an example of a(n):
65. (p. 198) When a target audience already holds a favorable opinion on a topic or issue, a(n)
_____ is most effective.
Chapter 06 – Source, Message, and Channel Factors
66. (p. 199) Most advertisers refuse to use two-sided messages because they:
67. (p. 199) When marketers want to build attitudes that are resistant to attacks or criticism of
their product by a competitor, they can use a(n):
Chapter 06 – Source, Message, and Channel Factors
68. (p. 199) A radio commercial begins with the following line: “Our competitors think we can’t
sell furniture for so little money, but we want our customers to know that we work hard to
bring you value for your dollar, and our prices are for real.” The furniture store is using a(n)
_____ appeal.
69. (p. 199) The Potato Board ran ads recognizing the perception held by many people that
potatoes are fattening but then presenting information countering this belief. This is an
example of:
Chapter 06 – Source, Message, and Channel Factors
70. (p. 199) Ad campaigns centered around the theme, “Pork, the Other White Meat” is designed
to show consumers that pork is not all fat as some people think. These ads are using _____ to
convince consumers that pork is as lean as chicken.
71. (p. 199) When a communicator presents information on both sides of an issue and offers
arguments to counter an opposing viewpoint, a(n) _____ message appeal is being used.
Chapter 06 – Source, Message, and Channel Factors
72. (p. 199) Refutational appeals, where an communicator presents both sides of an issue then
refutes the opposing viewpoint, may be effective because they:
73. (p. 199) The visual portion of an advertisement may reduce its persuasiveness because:
Chapter 06 – Source, Message, and Channel Factors
74. (p. 200) An ad picturing a young boy using a toilet has the headline, “Don’t expect Windex
Wipes to do a Clorox Wipes job,” and the copy explains that Clorox is a disinfectant and
Windex is not. In this ad, the:
75. (p. 200) An advertiser may design an ad in which the visual portion is incongruent with or
contradicts the verbal information as a strategy to: