Chapter 06 – Source, Message, and Channel Factors
76. (p. 202) Which of the following situations would be most conducive for the use of a
comparative advertising message?
77. (p. 202) _____ is advertising that, either directly or indirectly, names competitors and
compares the brands on one or more attributes.
Chapter 06 – Source, Message, and Channel Factors
78. (p. 202) Which of the following is a reason to use comparative advertising?
79. (p. 202) The ad in the parenting magazine stated that Lysol Basin Tub & Tile Cleaner cleans
soap scum better than either Scrubbing Bubbles marketed by SC Johnson & Son, Inc. or Tilex
marketed by the Clorox Company. Therefore, this ad is an example of:
Chapter 06 – Source, Message, and Channel Factors
80. (p. 202) “Try new OHM by Olay Body Wash. It’s better for your skin than Bath & Body
Works, Origins, Aveda, or Clinique.” This headline from an Olay Body Wash ad in Ladies
Home Journal is an example of:
81. (p. 202) A magazine 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 Windex is a disinfectant
and Clorox is a disinfectant as well as a cleanser. This ad is an example of:
Chapter 06 – Source, Message, and Channel Factors
82. (p. 202) An ad for Tums antacid shows a patron at a diner asking for Tums to alleviate his
heartburn. The waitress points to a bowl that is filled with a jumble of Maalox, Rolaids, Tums
and other antacids. The waitress says that all antacids are the same, and the patron then
explains her to that Tums is the only antacid that has calcium. Tums is using:
83. (p. 203) Advertising appeals that express or imply some type of physical or emotional danger
and try to arouse consumers to take steps to remove the threat are known as _____ appeals.
Chapter 06 – Source, Message, and Channel Factors
84. (p. 203) A dental hygienist in an ad for toothpaste is quoted as saying, “If patients could see
what I see, they’d all use Colgate Total.” Since everyone who goes to a dentist regularly is
worried about plaque, gingivitis, and cavities, and her statement implies other brands do a
poorer job than Colgate Total at preventing dental problems, Colgate is using a(n) _____
appeal.
85. (p. 203) An ad campaign to convince people to stop smoking uses three teens bungee
jumping off a bridge. When they reach the ground, each grabs a soda 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.” This ad is using a(n) _____
appeal.
Chapter 06 – Source, Message, and Channel Factors
86. (p. 203) The Blooms deodorant ad campaign that used the slogan, “Aren’t you glad you use
Blooms? Don’t you wish everybody did?” is a good example of:
87. (p. 204) A potential problem of using advertising with a strong fear appeal message to try to
discourage drug abuse by teenagers is that:
Chapter 06 – Source, Message, and Channel Factors
88. (p. 204) The _____ is another approach to explain the curvilinear nature of fear appeals. The
model suggests both the cognitive appraisal of information in a fear appeal message and the
emotional response mediate persuasion.
89. (p. 205) An ad for Snorestop Extinguisher, a nose spray to eliminate snoring, has the
headline, “Wife shoots husband and rests in peace.” This ad uses _____ to attract attention
and convey a key selling point.
Chapter 06 – Source, Message, and Channel Factors
90. (p. 205) Humorous messages may be effective because they enhance _____ and reduce
____.
91. (p. 205) NYNEX owned a substantial portion of the yellow pages advertising business in the
New York/New England region, which it needed to protect following the breakup of AT&T.
To protect itself from competitors, NYNEX ran a series of ads. One was a picture of a blue
rabbit and headlined, “Hair Tinting.” Another showed Barbie and Ken dressed in doctor
costumes and headlined “Plastic Surgeons.” At the bottom of each ad was the tag line, “If it’s
out there, it’s in NYNEX yellow pages.” This approach to yellow pages listings was
successful because it had a _____ appeal.
Chapter 06 – Source, Message, and Channel Factors
92. (p. 206) The tendency of a commercial to lose its effectiveness when it is seen repeatedly by
viewers is known as:
93. (p. 206) Which of the following statements is true about the use of ad campaigns based on
humorous commercials?
Chapter 06 – Source, Message, and Channel Factors
94. (p. 206) Some marketers avoid the use of humor in their advertising because:
95. (p. 206) Humor is more commonly used and is typically more effective with _____
products.
Chapter 06 – Source, Message, and Channel Factors
96. (p. 207) For which of the following media is the processing of information in advertisements
likely to be externally paced?
97. (p. 207) When an advertiser wants to present a detailed message with a large amount of
information, which medium should be used?
Chapter 06 – Source, Message, and Channel Factors
98. (p. 207) Information from ads presented in the broadcast media is:
99. (p. 207) A direct mail piece, advertising a collection of home maintenance books, would
have its information:
Chapter 06 – Source, Message, and Channel Factors
100. (p. 208) The attractive editorial and advertising environment created by a publication such
as Architectural Digest has a(n) _____ on advertising messages contained within its slick
pages.
101. (p. 208) A magazine entitled Natural Health: The Guide to True Wellness would have a
strong _____ on an ad for organic produce.
Chapter 06 – Source, Message, and Channel Factors
102. (p. 208) Advertisers who want to advertise on Emmy-winning television shows are looking
to have the positive impressions of the show transfer to their products. This transference is
called a:
103. (p. 208) A _____ is the influence the medium has on a message.
Chapter 06 – Source, Message, and Channel Factors
104. (p. 208) Companies are willing to pay premium rates to advertise on special events such as
the Olympic Games or Christmas specials because these televised events:
105. (p. 209) Commercials placed in programs that induce negative moods are:
Chapter 06 – Source, Message, and Channel Factors
106. (p. 209) An advertiser whose message is placed in the middle of five consecutive
commercials during a program break is facing a problem known as:
107. (p. 209) _____ is defined as the amount of advertising in a medium.
Chapter 06 – Source, Message, and Channel Factors
108. (p. 209; 210) All nonprogram material that appears in a broadcast environment including
commercials, public service announcements, and promotions for upcoming programs
contribute to the _____ problem.
109. (p. 210) Which of the following factors contribute the most to the “clutter” problem in
television advertising?