(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.
