Chapter 11—Endorsers and Message Appeals in Advertising

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Chapter 11—Endorsers and Message Appeals in Advertising TRUE/FALSE 1. Voluntary attention is engaged when consumers devote attention to an advertisement or other marcom message that is percei... ved as relevant to their current purchase-related goals. T PTS: 1 2. Involuntary attention requires little or no effort on the part of a receiver. T PTS: 1 3. Habituation occurs when a stimulus becomes more familiar to people. T PTS: 1 4. Marketers can enhance consumers' motivation to process brand information by using celebrities in the advertising. F PTS: 1 5. Marketers can enhance consumers' opportunity to encode information by repeating the ad on multiple occasions. T PTS: 1 6. Marketers can enhance the consumers' ability to access knowledge structures by employing verbal framing. T PTS: 1 7. Concretizing is rarely used in advertising because it does not facilitate consumer learning and retrieval of brand information. F PTS: 1 8. For the most part, the willingness of advertisers to make significant monetary investments in celebrity endorsers for their products has been justified. T PTS: 1 9. The stock prices of companies have not been shown to be related to the use of celebrity endorsers. F PTS: 1 10. Internalization occurs when the receiver accepts the endorser's position on an issue as his or her own. T PTS: 1 11. If the source of a message is forgotten or if the source switches to a different position, an internalized attitude will be lost. F PTS: 1 12. Trustworthiness refers to the honesty, integrity, and believability of a source. T PTS: 1 13. The more similar a spokesperson's ethnicity is to the intended audience's ethnicity, the more trustworthiness is likely to be enhanced. T PTS: 1 14. Expertise refers to the knowledge, experience, or skills possessed by an endorser as they relate to the communications topic. T PTS: 1 15. The target audience's perception of a spokesperson's expertise is more important than whether or not he or she actually is an expert. T PTS: 1 16. An endorser who is perceived as an expert on a given subject is more persuasive in changing audience opinions pertaining to his or her area of expertise than an endorser who is not perceived as possessing the same characteristic. T PTS: 1 17. When a consumer finds something in an endorser that they consider attractive, persuasion occurs through an identification process. T PTS: 1 18. Source attractiveness consists of three interrelated components: similarity, friendliness, and liking. F PTS: 1 19. A celebrity endorser will not be perceived as attractive unless he or she simultaneously possesses the attributes of physical attractiveness, respect, and similarity. F PTS: 1 20. Athletes are considered to possess attractiveness because they project knowledge and expertise when endorsing a product. F PTS: 1 21. Ads with physically attractive endorsers have not been shown to produce more favorable evaluations of advertised brands than ads with less attractive communicators. F PTS: 1 22. Consumers are more likely to adopt an attitude or undertake an action when a likable person promotes that action. T PTS: 1 23. Matchup between spokesperson and audience similarity is especially important when the product or service in question is one where audience members are heterogeneous in terms of their taste and attribute preferences. T PTS: 1 24. The most important factor considered by executives in the selection of a celebrity endorser is celebrity credibility. T PTS: 1 25. A performer's Q Score is calculated by taking his or her popularity percentage divided by the familiarity percentage. T PTS: 1 26. The Q Score reveals the proportion of a group that is familiar with a person and regards that person as one of their favorites. T PTS: 1 27. Advertisers avoid subjective judgments when deciding whether a prospective endorser matches well with the brand image and its intended target market. F PTS: 1 28. Humorous advertisements generally involve the use of incongruity resolution. T PTS: 1 29. Humor enhances liking of both the advertisement and the advertised brand. T PTS: 1 30. Humor offers an advantage over nonhumor at increasing persuasion. F PTS: 1 31. Humor enhances source credibility. F PTS: 1 32. Humor is more successfully used with new rather than established products. F PTS: 1 33. Humorous ads are more effective than nonhumorous ads only when consumers' evaluations of the advertised brand are already positive. T PTS: 1 34. The effects of humor can differ due to differences in audience characteristics. T PTS: 1 35. What is funny in one region of a country will generally be funny in another region. F PTS: 1 36. Humor can detract from or enhance the message content of an advertisement. T PTS: 1 37. Depending on the targeted audience, the effectiveness of a fear appeal is often related to its level of intensity. T PTS: 1 38. The lower the relevance of an issue, the lower the threat intensity that is needed to activate a response. F PTS: 1 39. People who are highly involved in a topic can be motivated by a relatively small amount of fear. T PTS: 1 40. The theory of psychological reactance helps explain why fear appeals in advertising work. F PTS: 1 41. Appeals to guilt in advertisements have been found to be ineffective even if advertisements containing guilt appeals are perceived as credible. F PTS: 1 42. Sexual content will enhance positive reactions only if it is appropriate to the advertised subject matter. T PTS: 1 43. Sexist ads use sexual imagery or suggestiveness. F PTS: 1 44. Stimuli that cannot be perceived by the conscious senses (i.e., subliminal) cannot have any effect. F PTS: 1 45. Airbrushing a word on a picture in a magazine advertisement is an example of using embedding. T PTS: 1 46. There is abundant evidence that subliminal advertising is a very effective technique for increasing sales volume. F PTS: 1 47. Research has shown that music appears to be effective in creating customer moods and stimulating buying preferences and choices. T PTS: 1 48. Comparative advertising is better than noncomparative ads in enhancing brand name recall. T PTS: 1 49. Comparative advertising generates fewer purchases than noncomparative ads. F PTS: 1 50. Characteristics of the audience, media, message, company, and product all play important roles in determining whether comparative advertising is more effective than noncomparative advertising. T PTS: 1 MULTIPLE CHOICE 1. The appropriate influence strategy depends both on _____. a. brand characteristics and positioning b. chosen media and messag4e appeal c. consumer benefits sought and client requirements d. information requirements and consumer involvement level e. consumer characteristics and brand strengths E PTS: 1 2. When a person willfully notices a stimulus, _____ has occurred. a. exposure b. comprehension c. voluntary attention d. nonvoluntary attention e. persuasion C PTS: 1 3. Margaret notices a television commercial because of the loud sounds. This is an example of _____. a. exposure b. involuntary attention c. nonvoluntary attention d. voluntary attention e. interpretation B PTS: 1 4. _____ attention requires very little effort on the part of the receiver. a. Involuntary b. Voluntary c. Selective d. Processing e. Nonvoluntary A PTS: 1 5. When consumers are attracted to stimuli that supply relevant facts and figures, they are interested in meeting their _____ needs. a. heuristic b. emotional c. hedonic d. informational e. comprehensive D PTS: 1 6. Marketers can enhance consumers' motivation to attend to a message by _____. a. increasing curiosity about the brand b. repeating the ad on multiple occasions c. employing verbal framing d. appealing to hedonistic needs e. using concretizations D PTS: 1 7. In general, novel messages are _____. a. unusual b. distinctive c. unpredictable d. none of these e. unusual, distinctive, and unpredictable E PTS: 1 8. As a stimulus becomes more familiar, people become desensitized to it, which is referred to as _____. a. concretization b. habituation c. exemplaration d. wearout e. contextualization B PTS: 1 9. A marketer who is using colorful ads is enhancing the consumers' _____. a. motivation to attend to the message b. motivation to process brand information c. opportunity to encode information d. opportunity to reduce processing time e. ability to access knowledge structures A PTS: 1 10. What can marketing communicators do to enhance consumers’ motivation to process brand information? a. enhance the relevance of the brand to the self b. enhance curiosity about the brand c. repeat brand information d. a and b only e. a, b, and c D PTS: 1 11. Marketers can enhance the consumers' opportunity to encode information by _____. a. using loud music b. using colorful ads c. repeating brand information d. employing verbal framing e. increasing curiosity about the brand C PTS: 1 12. The secret to facilitating encoding is _____. a. repetition b. heuristics c. hedonism d. motivation e. novelty A PTS: 1 13. Evelyn is the advertising director of a chain of health clubs. She is putting together an advertisement, and she wants to enhance the consumers' opportunity to encode information. The best way to accomplish this objective would be to _____. a. repeat the ad on multiple occasions b. use loud music c. use celebrities d. use colorful ads e. employ verbal framing A PTS: 1 14. Marketers can enhance the consumers' opportunity to reduce processing time by _____. a. appealing to hedonistic needs b. heightening ad complexity c. repeating brand information d. creating gestalt processing e. employing verbal framing D PTS: 1 15. Marketers can enhance the consumers' ability to access knowledge structures by _____. a. using loud music b. using colorful ads c. employing verbal framing d. repeating brand information e. increasing curiosity about the brand C PTS: 1 16. Which of the following is true regarding the value the investment community places on celebrity endorsers? a. Stock prices can increase when a company announces celebrity-endorsement contracts. b. Stock prices can decrease when negative publicity reaches the media about a celebrity who endorses one of the company's brands c. The investment community does not consider the use of a celebrity endorser when determining stock price. d. a and b only e. a, b, and c D PTS: 1 17. Typical-person endorsements are more effective when _____. a. the commercial is longer b. more than one person is portrayed c. older people are portrayed d. the commercial is aired during the news e. there is humor in the advertisements B PTS: 1 18. The act of portraying more than one typical-person in an advertisement increases the likelihood of _____. a. generating higher levels of message involvement b. generating greater message-related thoughts c. favorably influencing attitudes d. a and b only e. a, b, and c E PTS: 1 19. Many advertisements that portray typical-person users often include multiple people rather than a single individual. The reason for this practice is _____. a. because typical-person users are less expensive b. to provide multiple points of view c. to generate higher levels of message involvement d. to guard against the possibility that one endorser will be ineffective e. to increase the consumers’ perception of trustworthiness of the endorsers C PTS: 1 20. Extensive research has demonstrated that the two basic attributes contributing to an endorser's effectiveness are _____. a. intelligence and credibility b. attractiveness and intelligence c. attractiveness and credibility d. personality and intelligence e. personality and attractiveness C PTS: 1 21. When the receiver accepts the endorser's position on an issue as his or her own, _____ has occurred. a. identification b. externalization c. internalization d. normalization e. compensation C PTS: 1 22. When an information source, such as an endorser, is perceived as credible, audience attitudes are changed through a psychological process called _____. a. TEARS b. externalization c. internalization d. identification e. affect referral C PTS: 1 23. Which of the following is true regarding the source attribute of credibility? a. Credibility and attractiveness are basically different labels for the same concept. b. A credible source influences receivers’ attitudes through a process of identification. c. There are two important properties of endorser credibility—expertise and attractiveness. d. There are two important properties of endorser credibility—expertise and trustworthiness. e. There are three important subcomponents of credibility—attractiveness, respect, and similarity. D PTS: 1 24. _____ refers to the honesty, integrity, and believability of a source. a. Trustworthiness b. Attractiveness c. Credibility d. Values e. Expertise A PTS: 1 25. Laurie was influenced to purchase a set of children’s books and tapes from an infomercial that used Angela Lansbury, an actress that played a murder mystery writer in a television series called Murder She Wrote, as the endorser. Actually, Ms. Lansbury presented the entire sales pitch and discussed the merits of the product. Laurie perceived Ms. Lansbury to be honest and believable. Which attribute of endorser credibility does this represent? a. trustworthiness b. expertise c. similarity d. familiarity e. liking A PTS: 1 26. The knowledge, expertise, or skills possessed by an endorser is referred to as _____. a. credibility b. trustworthiness c. attractiveness d. expertise e. values D PTS: 1 27. Assume that John, a highly credible music critic, gives a rave review of a new album by the Corrs and that consumers form a positive attitude toward the album. In this instance, attitude is formed through the psychological process of _____. a. compliance b. conditional c. identification d. subconscious e. internalization E PTS: 1 28. Lance Armstrong, an American who won seven straight Tour de France bicycling events, appeared in a television advertisement endorsing Trek bicycles claiming they are the best money can buy. Lance’s ability to favorably influence the audience’s perceptions of Trek bicycles is likely due to his _____ as it relates to this product. a. expertise b. power c. attractiveness d. sex appeal e. familiarity A PTS: 1 29. When the receiver finds something in an endorser that they consider attractive, persuasion occurs through a process of _____. a. identification b. externalization c. normalization d. internalization e. habituation A PTS: 1 30. When consumers perceive a celebrity endorser to be attractive, they are likely to _____. a. identify with endorser b. adopt the endorser's attitudes c. adopt the endorser's behaviors d. a and b only e. a, b, and c E PTS: 1 31. The three subcomponents of the general concept of attractiveness are _____. a. intelligence, familiarity, and liking b. physical attractiveness, familiarity, and intelligence c. similarity, familiarity, and sense of humor d. physical attractiveness, respect, and similarity e. sense of humor, similarity, and liking D PTS: 1 32. Janice was influenced to purchase an abdominal exercise device after watching an infomercial showing people like her—females in their middle forties and mothers. Which subcomponent of the general concept of attractiveness influenced Janice to purchase this product? a. trustworthiness b. expertise c. physical attractiveness d. respect e. similarity E PTS: 1 33. Which of the following is true regarding the source attribute of attractiveness? a. Attractiveness refers only to physical attractiveness. b. Attractiveness and credibility are basically different labels for the same concept. c. An endorser, although physically unattractive, may be perceived as attractive if consumers share a sense of similarity with him or her. d. Attractiveness is a far more important attribute for a celebrity to possess than is credibility. e. An endorser must be considered physically attractive, well-respected, and perceived as similar to the audience to be effective. C PTS: 1 34. _____ represents the quality of being admired or even esteemed due to one’s personal qualities and accomplishments. a. Expertise b. Trustworthiness c. Respect d. Familiarity e. Liking C PTS: 1 35. _____ represents the degree to which an endorser matches an audience in terms of characteristics pertinent to the endorsement relationship—age, gender, ethnicity, etc. a. Expertise b. Trustworthiness c. Respect d. Similarity e. Liking D PTS: 1 36. When Josh was seventeen, he killed a family of four in a drunk driving accident. As part of his community service, Josh goes around to high schools telling other teens about the terrible thing he did in an attempt to prevent them from doing the same thing. Based on this information, why do you think Josh is considered an attractive source for this type of message? a. He is perceived as similar to the audience he is trying to influence. b. He has earned a high level of respect due to his accomplishments. c. He is physically attractive. d. He is an inexpensive endorser for this cause. e. He has a high Q-score. A PTS: 1 37. There is some evidence that a matchup between endorser and audience similarity is especially important when the product or service in question is one where audience members are _____ in terms of their taste and attribute preferences. a. homogeneous b. heterogeneous c. indifferent d. in agreement e. apathetic B PTS: 1 38. Which of the following factors is important when selecting celebrity endorsers? a. the ease/difficulty of working with the celebrity b. the match between the celebrity and the audience c. the cost of the celebrity d. the likelihood of the celebrity getting into trouble e. All of these are correct. E PTS: 1 39. The most important factor executives consider when making their celebrity-selection for endorsements decision is _____. a. how much it will cost to acquire the celebrity's services b. celebrity and audience matchup c. celebrity and brand matchup d. celebrity credibility e. celebrity attractiveness D PTS: 1 40. In considering celebrity endorsers, brand managers must perform _____ to determine whether a more expensive celebrity can be justified in terms of a proportionately greater return on investment. a. qualitative research b. Q-rating tests c. a cost-benefit analysis d. a credibility analysis e. a focus group C PTS: 1 41. One factor to consider in choosing a celebrity endorser is the number of brands the celebrity is endorsing. This is referred to as the _____ factor. a. trouble b. saturation c. celebrity and brand matchup d. credibility e. Q-score B PTS: 1 42. A performer’s Q score is a function of _____. a. likability and attractiveness b. expertise and trustworthiness c. familiarity and popularity d. physical attractiveness and popularity e. familiarity and respect C PTS: 1 43. A performer's _____ is that person's popularity percentage divided by the familiarity percentage. a. Q score b. popularity index c. credibility rating d. attractiveness rating e. celebrity score A PTS: 1 44. In addition to Q Scores, _____ is(are) used to determine whether a prospective celebrity endorser matches well with the brand image and its intended target market. a. sales quotas b. subjective judgement c. performance d. product use e. international rankings B PTS: 1 45. Humorous advertisements in the United States generally involve the use of _____. a. slapstick humor b. exemplars c. psychological reactance d. incongruity resolution e. cognitive dissonance D PTS: 1 46. Humor _____. a. enhances the likelihood that the brand is perceived positively, but not the advertisement b. can be used in the same way from one region of a country to another c. offers an advantage over nonhumor at increasing persuasion d. enhances source credibility e. is more successfully used with established rather than new products E PTS: 1 47. Which of the following is FALSE regarding the use of humor in advertising? a. Humor is an effective method for attracting attention to advertisements. b. Humor enhances liking of both the advertisement and the advertised brand. c. Humor enhances source credibility. d. Humor does not offer an advantage over nonhumor at increasing persuasion. e. The nature of the product affects the appropriateness of using humor. C PTS: 1 48. Appeals to fears in advertising identify the negative consequences of _____. a. not using the advertised brand b. engaging in unsafe behavior c. spending too much money for a product d. a and b only e. a, b, and c D PTS: 1 49. The most effective level of fear _____. a. is a strong level b. is a weak level c. depends on how much relevance a topic has for an audience d. is a weak level with a humorous message e. is a weak level with a credible spokesperson C PTS: 1 50. Which theory helps explain why scarcity works? a. habituation b. psychological reactance c. cognitive dissonance d. attribution theory e. theory of reasoned action B PTS: 1 51. According to the theory of psychological reactance, _____. a. people react against any efforts to reduce their freedoms of choice b. consumer behavior is seen as emotional c. consumer behavior is seen as highly cognitive d. people satisfy primary needs before acquired needs e. the personal relevance that a communication has for a receiver is a critical determinant of the extent and form of persuasion A PTS: 1 52. Appeals to guilt are ineffective if advertisements containing guilt appeals _____. a. lack credibility b. are perceived as having manipulative intentions c. are based on emotion d. a and b only e. a, b, and c D PTS: 1 53. A potential role of sex in advertising is to _____. a. attract and hold attention b. enhance recall c. evoke emotional responses d. a and b only e. a, b, and c E PTS: 1 54. The effectiveness of sexual content depends on _____. a. the appropriateness of it to the advertised subject matter b. the extent to which the product is liked or disliked c. its use with fear and guilt d. the credibility of the celebrity endorser e. All of these are correct. A PTS: 1 55. Whether sexual content elicits a positive or negative reaction depends on the _____. a. appropriateness or relevance of the sexual content b. explicitness of the sexual content c. number of people portrayed in the sexual content d. the seductiveness of the sexual content e. extent of nudity in the sexual content A PTS: 1 56. Evidence suggests that the use of explicit sexual illustrations in advertisements may interfere with consumers’ processing of message _____ and reduce message _____. a. appeals; impact b. arguments; comprehension c. features; success d. cues; appropriateness e. complexity; gestalt B PTS: 1 57. The manager of the Fifth String, a music shop, notices that young male customers often loiter in front of sexy posters of female vocalists. What role does sex appeal play in this instance? a. enhances recall b. attracts and holds attention c. elicits emotional identification d. acts as subliminal cue e. encourages larger purchases B PTS: 1 58. _____ refers to the presentation of stimuli at a rate or level that is below the conscious threshold of awareness. a. Subconscious b. Embedded c. Subliminal d. Subsurface e. Accelerated C PTS: 1 59. Which of the following is a form of subliminal stimulation? a. presenting visual stimuli at a very rapid rate by means of a device called a tachistoscope b. accelerated speech in auditory messages c. embedding of hidden symbols in print advertisements d. a and b only e. a, b, and c E PTS: 1 60. An example of embedding would be _____. a. using attractive models to sell cosmetics b. using nudity to sell liquor c. airbrushing a word in a magazine advertisement d. using sexual themes to sell coffee e. depicting several people in an advertisement C PTS: 1 61. Assume that a magazine advertisement contains the word "SEX" airbrushed at various points in the advertisement. This graphic is visible, but cleverly hidden. This is an application of _____. a. subliminal seduction b. embedding c. sensationalism d. trick photography e. Freudian messaging B PTS: 1 62. The major reason why embedding in advertising has little effect is because _____. a. the majority of consumers pay close attention to advertising b. it must be for a sex-related product to gain attention c. the images have to be concealed to preclude detection by consumers d. the technical problems involved in production are too great e. it can easily be copied by competitors C PTS: 1 63. _____ involves presenting people with single words or images at a speed that is below the conscious threshold. a. Focused attention b. Imagery c. Peripheral cues d. Subliminal priming e. Novelty D PTS: 1 64. Music has been shown to be effective _____. a. more often when a fast-pace is used, rather than a slow-pace b. in influencing product preferences c. in establishing trust d. more often when a slow-pace is used, rather than a fast-pace e. in influencing actual sales B PTS: 1 65. Which communication function do many advertising practitioners and scholars think music performs? a. attracting attention b. putting consumers in a positive mood c. making consumers more receptive to message arguments d. communicating meanings about advertised products e. All of these are correct. E PTS: 1 66. The practice in which advertisers directly or indirectly compare their products against competitive offerings, typically claiming that the promoted item is superior in one or several important purchase considerations, is called _____. a. competitive advertising b. head-to-head advertising c. comparative advertising d. frontal-attack advertising e. attack advertising C PTS: 1 67. Ad advertisement for Imodium A-D anti-diarrheal medicine compares having to take two pills to several spoonfuls of the “pink stuff.” Which type of comparative advertisement is this? a. direct b. indirect c. subtle d. inoffensive e. stealth B PTS: 1 68. Comparative advertising _____. a. is less effective than non-comparative ads in enhancing brand name recall b. is perceived as somewhat more believable than non-comparative advertising c. generates more purchases than noncomparative ads d. generates less favorable attitudes toward the sponsoring brand e. All of these are correct. C PTS: 1 69. Which of the following statements is FALSE concerning comparative advertising? a. Comparative advertising generates fewer purchases than noncomparative ads. b. Comparative advertising is better than noncomparative ads in enhancing brand name recall. c. Comparative advertising is seen as somewhat less believable than non-comparative advertising. d. Comparative advertising generates stronger intentions to purchase the sponsored brand. e. Comparative advertising is particularly effective for promoting brands that possess distinct advantages relative to competitive brands. A PTS: 1 70. Which of the following statements is true concerning comparative advertising? a. Comparative advertising generates fewer purchases than noncomparative ads. b. Noncomparative advertising is better than comparative ads in promoting recall of message arguments. c. Comparative advertising generates stronger intentions to purchase the sponsored brand. d. Comparative advertising is particularly effective for promoting brands that do not possess distinct advantages relative to competitive brands. e. Comparative advertising is no better than noncomparative advertising in enhancing brand name recall. C PTS: 1 71. Comparative advertising is particularly effective for promoting brands that _____. a. are new to the market b. have technological advances included in their features c. are in the decline stage of the product life cycle d. have been introduced to the market with sales promotion e. possess distinct advantages relative to competitive brands E PTS: 1 72. Research has shown that _____ does a better job of assessing consumers’ beliefs after their exposure to comparative advertisements. a. perceptual mapping b. relative framing c. concretization d. subjective framing e. nonrelative framing B PTS: 1 ESSAY 1. Name and describe the three subcomponents of the general concept of attractiveness, and explain why each is important. 2. What major issues regarding the selection of an endorser might executives of corporations consider before making an offer? 3. Discuss why the use of humor in an advertisement might NOT be effective? 4. Assume that you are an account executive for an advertising agency. One of your clients is a manufacturer of motorcycle helmets. She has suggested the use of fear appeals. Write her a one-page letter explaining why fear appeals should or should not be used. 5. Explain why consumers need not fear the effects of subliminal advertising. 6. Explain the significance of the theory of psychological reactance. 7. Under what conditions should comparative advertising be used? [Show More]

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