52) Marketers measure their communications’ ________, or whether the message was received,
understood, and interpreted correctly.
A) direct effects
B) indirect effects
C) sales effects
D) persuasion effects
E) net income effects
53) Marketers measure their communications’ ________, or whether the messages of a given
campaign have generated the sales level defined in the campaign’s objectives.
A) direct effects
B) indirect effects
C) sales effects
D) persuasion effects
E) net income effects
54) ________ track bodily responses to stimuli.
A) Physiological measures
B) UPC codes
C) Attitudinal measures
D) Day-after recall tests
E) Net income tests
55) ________, which are tied to computerized cash registers, are used to track the sales effects of
food and other packaged good advertising.
A) Physiological measures
B) UPC codes
C) Attitudinal measures
D) Day-after recall tests
E) Net income tests
56) Which of the following tracks the degree of attention paid to the components of viewed
advertisements through monitoring electrical impulses produced by the viewer’s brain?
A) Facial EMG
B) brain wave analysis
C) eye-tracking
D) attitudinal measures
E) UPC codes
57) During testing for the movie Her, test audiences used dials (located in their armrests) to
indicate their levels of interest or disinterest during the showing of the movie. This feedback is
an example of ________.
A) physiological measures
B) UPC codes
C) attitudinal measures
D) day-after recall tests
E) net income tests
58) Before launching his ad campaign, Jerry asked a test group of consumers to read the ad copy
and report whether they liked the message, understood the message correctly, and regarded the
message as effective and persuasive using semantic-differential and Likert scales. This feedback
is an example of ________.
A) physiological measures
B) UPC codes
C) attitudinal measures
D) day-after recall tests
E) net income tests
59) Immediate feedback is the factor that makes ________ so effective.
A) impersonal messages
B) mass marketing
C) television advertising
D) print advertising
E) personal selling
60) In order to assess whether respondents like a message, understand it correctly, and regard it
as effective and persuasive, researchers generally use ________.
A) psychological noise
B) interpersonal feedback
C) perceptual defense
D) attitudinal measures
E) impersonal messages
61) In the FOOT CREAM MINI CASE, Athlete’s Aid emphasizes the use of its product to
prevent athlete’s foot. This is an example of ________.
A) deceptive advertising
B) positive message framing
C) corrective advertising
D) comparative advertising
E) negative message framing
62) In the FOOT CREAM MINI CASE, Athlete’s Aid’s placement of advertisements at the end
of an advertising series is an attempt to take advantage of ________.
A) primacy effects
B) repetition
C) recency effects
D) positive message framing
E) advertising resonance
63) In the FOOT CREAM MINI CASE, ________ is the sender of the message.
A) Tom Brown
B) Tom Brown’s football team
C) the television stations that air the commercial
D) Athlete’s Aid
E) the National Football Association
64) In the FOOT CREAM MINI CASE, the Athlete’s Aid commercial is an example of
________ communication.
A) formal, interpersonal
B) informal, interpersonal
C) interactive, interpersonal
D) formal, impersonal
E) informal, impersonal
65) In the HEADACHE MINI CASE, the woman shown in the television ad demonstrates that
Fast Relief is helping relieve her headache by using ________.
A) interpersonal communication
B) nonverbal cues
C) celebrity endorsement
D) corrective communication
E) verbal cues
66) In the HEADACHE MINI CASE, by pointing out that Fast Relief is not very effective at
relieving muscle pain, the company is engaging in ________.
A) deceptive advertising
B) two-sided advertising
C) corrective advertising
D) comparative advertising
E) positive message framing
67) In the HEADACHE MINI CASE, Fast Relief maintains that its tablets relieve headache pain
10 times more effectively than Cure-All. This is an example of ________.
A) deceptive advertising
B) psychological noise
C) corrective advertising
D) branded entertainment
E) positive message framing
68) In the HEADACHE MINI CASE, Fast Relief outlines a side-by-side comparison between its
pain reliever and that of Cure-All. This is known as ________
A) deceptive advertising
B) psychological noise
C) corrective advertising
D) branded entertainment
E) comparative advertising
69) In the TISSUE MINI CASE, by sponsoring the Friday Night Tear-Jerker movie series, Paper
Queen was the only advertiser to air ads during the movie. By removing competitive advertising
from the consumer’s TV-watching environment during the movie, Paper Queen was trying to
minimize ________.
A) product placement
B) celebrity endorsement
C) psychological noise
D) branded entertainment
E) positive message framing
70) In the TISSUE MINI CASE, Paper Queen’s advertising campaign delivery is best described
as ________ communication.
A) formal, interpersonal
B) informal, interpersonal
C) interactive, interpersonal
D) formal, impersonal
E) informal, impersonal
71) In the TISSUE MINI CASE, Paper Queen measured the effectiveness of its advertising via
the ________.
A) sleeper effect
B) primacy effect
C) sales effect
D) publicity effect
E) persuasion effect
72) In the TISSUE MINI CASE, the way Paper Queen measured the effectiveness of its
advertising is considered ________.
A) inferred feedback
B) sensitive feedback
C) direct feedback
D) generalized feedback
E) interpersonal feedback
73) In the TISSUE MINI CASE, which of the following is most likely to be used to track the
sales effects of the promotional campaign?
A) brain wave analysis
B) attitudinal measures
C) UPC codes
D) facial EMG
E) Likert scales
74) The communications model requires a source and a message, but receivers of the message
are not part of the model.
75) The principle of redundancy suggests marketers should repeat exposures to advertising
messages to overcome psychological noise and facilitate message reception.
76) Radio is an example of an interpersonal medium.
77) Newspapers and magazines are examples of print mass media.
78) A photograph or illustration conveys nonverbal messages.
79) Generally, it is easier to obtain immediate feedback from interpersonal communications than
impersonal communications.
80) When the source is well respected and highly thought of by the intended audience, the
message is much more likely to be ignored.
81) The term “traditional media” is synonymous with broadcast media and mass media.
82) CADE International used after-sale interviews with its customers to examine how well the
customers were served by the sales and service staff of the company. When CADE International
follows this procedure, the company is attempting to use feedback as a means to improve
communications.
83) Addressable advertising consists of ads sent to specific persons or small audiences rather
than groups of consumers.
84) Marketers encode messages by using words, pictures, signs, symbols, spokespersons, and
special channels.
85) Design complexity enhances attention to the brand and attitude toward the ad, whereas
feature complexity enhances paying attention to the ad, its comprehensibility, and attitude toward
the ad.
86) The appropriate message framing decision depends on consumer’s attitudes and
characteristics as well as the product itself.
87) For consumers with an independent self-view (who view themselves as defined by unique
characteristics), messages that stress avoidance goals (negative framing) are more convincing.
88) The most effective way to ensure that a promotional message stands out and is received and
decoded appropriately by the target audience is through effective positioning and a unique
selling proposition.
89) Feedback from mass communication is generally direct.
90) The recall of a commercial and its central theme is evidence of its attention-getting and
persuasive power.
91) Using puns or wordplay in ads increase readership.
92) Among women, attention-getting comparative appeals produced inferences regarding the ads’
manipulative intentions and reduced purchase likelihood.
93) One study discovered that a strong graphic threat message had a greater effect for a familiar
issue than it did for an unfamiliar issue.
94) The use of humor can harm the comprehension of ads, and, in some cases, it aids
comprehension.
95) Compared with impersonal communications in mass media, a key advantage of interpersonal
communications is the ability to obtain immediate feedback through verbal and nonverbal cues.
96) Mass communications feedback is usually inferred.
97) Day-after recall tests ask viewers of TV shows or listeners to radio broadcasts to respond to
interview questions a day after listening to or watching a given program.
98) What are the advantages of interpersonal communications relative to impersonal
communications?
99) Identify strategies that marketers can use to overcome psychological noise.
100) Provide an example of how data helps advertisers identify consumers and send narrowcast
messages.
101) What is the difference between a one-sided message and a two-sided message? When are
they used?
102) What are the advantages and disadvantages of using comparative advertising?
103) Why is humor used so frequently in advertisements? In your response, include evidence
from research studies on using humor in advertising.
104) Fear is a frequently used appeal in advertising. Talk about its intensity versus its
effectiveness.
105) What guidelines should a marketer following when using fear appeals in advertising?
106) How do mass media senders infer feedback from their messages?
107) How do marketers assess the effects of mass communications?