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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?
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 _____.
53.
Which of the following is NOT a reason celebrity sources are effective?
54.
Which of the following do marketers need to be concerned about with respect to using
celebrities as company spokespersons?
55.
Kellogg recently dropped Olympic swimmer Michael Phelps as a celebrity endorser. Kellogg's
decision was based on ___________.
56.
Tony the Tiger, the Jolly Green Giant, and the Aflac duck are examples of _____.
57.
Spokescharacters can be _____.
58.
Which of the following occurs when a company provides financial support for an event such as
the Olympics or a concert?
59.
Appeal characteristics represent _____ a message is communicated.
60.
Which type of appeal uses the threat of negative (unpleasant) consequence if attitudes or
behaviors are not altered?
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?
62.
Which of the following statements is FALSE regarding humorous appeals?
63.
Which type of ad directly compares the features or benefits of two or more brands?
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?
65.
Which of the following statement is TRUE regarding comparative advertising?
66.
Which type of ad is designed primarily to elicit a positive affective response rather than to
provide information or arguments?
67.
Which of the following is NOT a way 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?
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?
70.
Which type of appeal involves informing the consumer of one or more functional benefits that
are important to the target market?
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 more than $3.00 per gallon,
which made the information important to consumers. This is an example of which type of
appeal?
72.
Which of the following is TRUE regarding value-expressive versus utilitarian appeals?
73.
Advertisements or sales messages in which only one point of view is expressed are referred to
as _____.
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) _____.
75.
Which type of advertisement or sales presentation presents both good and bad points?
76.
For years, L'Oreal hair color would say in their ad that L'Oreal is "expensive, but you're worth
it." This is an example of which type of advertisement?
77.
_____ refers to presenting one of two equivalent value outcomes either in positive or gain
terms or in negative or loss terms.
78.
The simplest form of message framing where only a single attribute is the focus of the frame is
known as _____.
79.
Which type of message framing stresses either the positive outcomes of performing a
behavior or the negative outcomes of not performing a behavior?
80.
Segmenting consumers on the basis of their most important attribute or attributes is called
_____.
True / False Questions
81.
The cognitive component of attitude consists of a consumer's beliefs about an object.
82.
The logic underlying the multiattribute attitude model is that all the components of an attitude
are generally inconsistent.
83.
The affective component of an attitude is one's tendency to respond in a certain manner
toward an object or activity.
84.
One critical aspect of attitudes is that all three components tend to be consistent.
85.
Four basic marketing strategies used for altering the cognitive structure of a consumer's
attitude are change beliefs, shift importance, add beliefs, and change ideal.
86.
There is evidence that affect or brand preference may be increased by mere exposure.
87.
The elaboration likelihood model (ELM) of persuasion posits two routes to persuasion: direct
route and indirect route.
88.
If competing brands are comparable in terms of product features (central cues), then
consistent with the elaboration likelihood model, under high involvement, peripheral cues like
pleasant music will have no influence on brand preferences.
89.
A credible source can enhance message processing and acceptance.
90.
Sponsorship occurs when a company provides financial support for an event.
91.
Research has shown that using high levels of fear in advertising such that consumers feel
threatened are the most effective.
92.
Broadcast media, particularly television, appear to be better vehicles for comparative
advertisements because broadcast lends itself to more thorough comparisons.
93.
Value-expressive appeals involve informing the consumers of one or more functional benefits
that are important to the target market.
94.
A two-sided message presents both good and bad points.
95.
The simplest form of message framing is attribute framing, where only a single attribute is the
focus of the frame.
96.
In a goal framing setting, a positive frame is generally the most effective.
97.
Segmenting consumers on the basis of the most important attribute or attributes is called
benefit segmentation.
Essay Questions
98.
A local Kia automobile dealership owner conducted some informal market research and found
that many consumers had negative attitudes toward this brand. Explain what can be done to
change the cognitive component of consumers' attitudes.
99.
Harrison is very involved with any type of electronic product, such as televisions, sound
systems, cellular phones, and computers. According to the elaboration likelihood model
(ELM), explain how marketers of these types of products can succeed in influencing Harrison.
100.
Name and describe the three defense mechanisms loyal consumers use to avoid changing
their attitudes.
101.
Companies spend millions of dollars each year for celebrities to appear in their marketing
communications. Explain why this might be a good investment. That is, discuss the reasons
why celebrity endorsers are effective.
102.
Compare and contrast one-sided and two-sided messages, and explain why marketers would
use a two-sided message.
