MAR 4323 Summer 2015 Chapter 6 Quiz

| June 3, 2016

Question
(4323 Summer 2015 Boca)

Assignment:

Chapter 6 Connect Quiz

1.

Award: 7.14 out of 7.14 points

The strongest arguments in an advertising message when placed at the beginning or end of the message have greater impact on the audience than when
they are placed in the middle of the message.

True

False

2.

Award: 7.14 out of 7.14 points

A celebrity endorser of a car states the following in the ad; “I can tell you that there is a strong likelihood that our product will cost more than
our competitors’ products. Our costs are high because we ensure that our parts are of the highest quality and this guarantees a superior driving
experience.” This is an example of a(n):

two-sided message.

one-sided message.

source derogation.

source bolster.

primacy effect.

3.

Award: 7.14 out of 7.14 points

Marketers make use of the company president or chief executive officer as spokesperson in a firm’s advertising in order to increase source power.

True

False

4.

Award: 7.18 out of 7.18 points

Pacifix Inc., a cell phone manufacturer, has launched a new smartphone. The company wants to communicate detailed information about
the smartphone’s specifications to its target audience. It also wishes to enable the audience to process the ad information at their own rate.
Which of the following medium should Pacifix use for conveying the desired information?

Radio

Billboards

Transit signs

Magazines

Television

5.

Award: 7.14 out of 7.14 points

Alice knew that her boss was a huge fan of Sharon Styles, a professional tennis player. Alice also noticed that her colleagues who were fond
of Styles shared a good rapport with her boss. In order to impress her boss, Alice gave her a perfume endorsed by Styles as a birthday
present. She also bought magazines featuring Styles in order to project that she too was fond of Sharon Styles. In this case, the influence
process occurs through a process known as:

identification.

sleeper effect.

yielding.

internalization.

compliance.

6.

Award: 7.14 out of 7.14 points

After watching an ad in which Dean Douglas, a popular movie actor, endorses Scandium laptops, Leslie, a big fan of Dean, believes that he
would endorse only reliable products. She immediately purchases a Scandium laptop and is confident that Scandium is the world’s number one
laptop manufacturer as Dean had claimed in the ad. This is indicative of a process known as:

sleeper effect.

presentation.

internalization.

attention.

yielding.

7.

Award: 7.14 out of 7.14 points

According to the persuasion matrix, which of the following is a dependent variable in the consumers” response process?

Receiver

Destination

Attention

Message

Channel

8.

Award: 7.14 out of 7.14 points

Anne, a student, purchases most products endorsed by Reese Perry, a popular celebrity. She had also adopted the way Reese dresses and
has styled her own image after Reese. However, Anne developed a negative feeling toward Reese after learning that she has been involved
in an insurance scam. Subsequently, she also stopped purchasing any products endorsed by Reese. Which of the following persuasion
processes is indicative of Anne’s behavior?

Identification

Presentation

Yielding

Sleeper effect

Internalization

9.

Award: 7.14 out of 7.14 points

An ad campaign for road safety showed a coconut being crushed severely after being struck by a hammer. It aims to emphasize the
importance of wearing a helmet while riding a two-wheeler. Which of the following was used in the ad in order to evoke a favorable response?

Recency effect

Wearout

Comparative advertising

Primacy effect

Fear appeal

10.

Award: 7.14 out of 7.14 points

One-sided messages work better when the target audience is highly educated.

True

False

11.

Award: 7.14 out of 7.14 points

The sleeper effect states that the persuasiveness of a message decreases with the passage of time.

True

False

12.

Award: 7.14 out of 7.14 points

Dependent variables of the persuasion matrix are the controllable components of the communication process.

True

False

13.

Award: 7.14 out of 7.14 points

Jane was asked to survey 10,000 people in Chicago in order to find out how many of them liked Dwayne Carter’s performance in the movie.
The Twilight, “Fatal Upheaval.” After the study, she concluded that only 33 percent of the people knew who Dwayne Carter was. Here, the 33
percent is indicative of the:

familiarity score.

K-score.

performer score.

one of my favorites score.

TRP-score.

14.

Award: 7.14 out of 7.14 points

During a recent survey, Greg found out that most people remember information presented at the beginning of an advertising message than those presented in the middle. This could be explained by the:

sleeper effect.

recency effect.

bolster effect.

compliance effect.

primacy effect.

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