Deck 6: Source, Message, and Channel Factors

Question 1

Slice-of-life advertising can be used to establish a bond of similarity between the communicator and the receiver, and to increase the source's level of persuasiveness.
In a slice-of-life commercial, the advertiser usually starts by presenting a predicament with the hope of getting the consumer to think, "I can see myself in that situation." This can help establish a bond of similarity between the communicator and the receiver, increasing the source's level of persuasiveness.

Answer 1

True

Question 2

Information from the Internet is self-paced, whereas information from the broadcast media of radio and television is externally paced.
Information from ads in print media, such as newspapers, magazines, or direct mail, as well as the Internet is self-paced; readers process the ad at their own rate and can study it as long as they desire. In contrast, information from the broadcast media of radio and television is externally paced; the transmission rate is controlled by the medium.

Answer 2

True

Question 3

The _____ is a promotional planning tool that can be used by marketers to consider how each controllable element of the communications model interacts with the consumer's response process.

A)dissonance/attribution matrix
B)persuasion matrix
C)AIDA model
D)response model
E)elaboration likelihood model

Answer 3

B

Question 4

A model/celebrity, when used as an indirect source, delivers the main message of an advertisement.
An indirect source, say, a model, doesn't actually deliver a message but draws attention to and/or enhances the appearance of the ad. Some ads use neither a direct nor an indirect source; the source is the organization with the message to communicate.

Question 5

Information received from sources such as newscasters is not influential because these individuals are perceived as biased.
Information received from sources such as newscasters is often very influential because these individuals are perceived as unbiased and thus more credible, even though they are often presenting stories that stem from press releases.

Question 6

Wearout may occur if consumers no longer pay attention to a commercial after several exposures.
Wearout may occur if consumers no longer pay attention to a commercial after several exposures or become annoyed at seeing or hearing an ad multiple times. Some experts argue that humorous ads wear out faster than other formats because once the consumer gets the joke, the ad becomes boring.

Question 7

Creating an image or culture around the CEO protects the corporate brand image from being affected by controversy.
One of the concerns of creating an image or culture around the CEO is that it can make the corporate brand image more vulnerable if the individual becomes involved in any type of controversy such as a labor dispute, political issue, or personal problem.

Question 8

Independent variables are the steps a receiver goes through in being persuaded.
Independent variables are the controllable components of the communication process; dependent variables are the steps a receiver goes through in being persuaded. Marketers can choose the person or source who delivers the message, the type of message appeal used, and the channel or medium.

Question 9

Finding celebrities or other figures with a trustworthy image is often difficult as many trustworthy public figures hesitate to endorse products.
Finding celebrities or other figures with a trustworthy image is often difficult. Many trustworthy public figures hesitate to endorse products because of the potential impact on their reputation and image.

Question 10

One of the reasons for a high-credibility source to become as ineffective as a low-credibility source is the sleeper effect.
One reason for a low-credibility source to become as effective as a high-credibility source is the sleeper effect, whereby the persuasiveness of a message increases with the passage of time. The immediate impact of a persuasive message may be inhibited; but with time, the association of the message with the source diminishes and the receiver's attention focuses more on favorable information in the message.

Question 11

Clutter levels in television are lowest during daytime programs.
Clutter levels are higher on many cable networks and during daytime programs. For television, clutter is often viewed as including all the nonprogram material that appears in the broadcast environment-commercials, promotional messages for shows, public service announcements (PSAs), and the like.

Question 12

High levels of fear in an advertisement can produce inhibiting effects; the receiver may emotionally block the message by tuning it out.
Increasing the level of fear in a message from low to moderate can result in increased persuasion. High levels of fear, however, can produce inhibiting effects; the receiver may emotionally block the message by tuning it out, perceiving it selectively, or denying its arguments outright.

Question 13

When immediate impact is not the objective and repeated exposure will give the audience members opportunities to draw their own conclusions, a closed-ended message is ideal.
When immediate impact is not the objective and repeated exposure will give the audience members opportunities to draw their own conclusions, an open-ended message may be used. Drawing a conclusion in a message may make sure the target audience gets the point the marketer intended.

Question 14

In terms of source attractiveness, unlike internalization, identification does not usually integrate information from an attractive source into the receiver's belief system.
Unlike internalization, identification does not usually integrate information from an attractive source into the receiver's belief system. The receiver may maintain the attitudinal position or behavior only as long as it is supported by the source or the source remains attractive.

Question 15

According to the persuasion matrix, which of the following is a dependable variable of the communications model?

A)Source
B)Message
C)Comprehension
D)Channel
E)Type of message appeal

Question 16

Advertisers who are concerned about the negative effects of acknowledging a weakness in their brand are likely to choose two-sided messages.
Most advertisers use one-sided messages. They are concerned about the negative effects of acknowledging a weakness in their brand or don't want to say anything positive about their competitors.

Question 17

Presenting the strongest arguments at the beginning of a message assumes a recency effect, whereby information presented first is the most effective.
Presenting the strongest arguments at the beginning of the message assumes a primacy effect is operating, whereby information presented first is most effective. Putting the strong points at the end assumes a recency effect, whereby the last arguments presented are most persuasive.

Question 18

The use of comparative advertising is not limited to new brands or those with a small market share.
The use of comparative advertising is not limited to new brands or those with a small market share; a number of high-profile marketers have been using comparative appeals to differentiate their brands in a competitive marketplace.

Question 19

An attractive model facilitates recognition of the ad but does not enhance copy readership or message recall.
Some models draw attention to the ad but not to the product or message. Studies show that an attractive model facilitates recognition of the ad but does not enhance copy readership or message recall. Thus, advertisers must ensure that the consumer's attention will go beyond the model to the product and advertising message.

Question 20

Promotional planners need to know how decisions about each independent variable influence the stages of the response hierarchy so that they don't enhance one stage at the expense of another.
Promotional planners need to know how decisions about each independent variable influence the stages of the response hierarchy so that they don't enhance one stage at the expense of another. For example, a humorous message may gain attention but result in decreased comprehension if consumers fail to process its content.

Question 21

Which of the following statements is true about source credibility?

A)The influence of a knowledgeable source will be increased if audience members think he or she has underlying personal motives for advocating a position.
B)Enhanced counterarguing should result in greater message acceptance and persuasion.
C)The persuasiveness of a low-credibility source may decline over time due to the sleeper effect phenomenon.
D)A very credible source is more effective when message recipients are not in favor of the position advocated in a message.
E)Advertisers can increase the perception that their sources are trustworthy by using hidden cameras to show that a consumer is a paid spokesperson.

Question 22

The notion that a low-credibility source may be just as effective as a high-credibility source with the passage of time is known as the:

A)sleeper effect.
B)time/place consequence.
C)open source paradox.
D)decay effect.
E)mirage effect.

Question 23

A fatal accident at the production facility of GA Inc., a mobile manufacturer, has killed 58 factory workers. The company is now perceived negatively among customers. In an attempt to revive its reputation, the company has hired Adam Murphy, a popular golfer, as its spokesperson. Murphy is a distinguished personality and is well-known for his philanthropic activities. Murphy, being a credible source, can help GA restore its tainted reputation by:

A)acting as a positive source derogation.
B)inhibiting counterarguments about the company and its products.
C)eliminating advertising clutter.
D)attempting to change consumer buying patterns.
E)stimulating consumers to purchase the company's products.

Question 24

A television ad for VenusCell Inc. shows a famous celebrity describing the features of the latest smartphone launched by the company. The celebrity talks about the features of the new smartphone such as 4G technology, AMOLED touchscreen, SVGA, tri-band, and WAP. According to the persuasion matrix, it is likely that a less educated audience will face problems associated with _____ due to the use of mobile jargons in the ad.

A)attention
B)yielding
C)presentation
D)comprehension
E)retention

Question 25

_____ is the process where a receiver adopts the opinion of a credible communicator since he or she believes information from this source is accurate.

A)Identification
B)Compliance
C)Internalization
D)Conformity
E)Yielding

Question 26

_____ is the extent to which a recipient sees a source as having relevant knowledge, skill, or experience and trusts the source to give unbiased, objective information.

A)Source attractiveness
B)Source popularity
C)Source credibility
D)Source power
E)Source identification

Question 27

CL Inc., a cellphone company, features Lean Carter, a popular movie actor, in all of its print and broadcast advertising. The reason behind choosing the actor is that she is more likely to attract potential customers. The company faces heavy competition and the marketing team concluded that using a popular spokesperson will help break through the advertising clutter. Which of the following stages of the persuasion matrix is CL Inc. trying to influence?

A)Reception
B)Channel
C)Attention
D)Presentation
E)Behavior

Question 28

Marketers who try to select spokespeople whose traits will maximize their message influence are concerned about their credibility. The two important dimensions associated with credibility are:

A)consistency and image.
B)image and trustworthiness.
C)differentiability and expertise.
D)expertise and trustworthiness.
E)image and expertisE.There are two important dimensions to credibility, expertise and trustworthiness.

Question 29

Which of the following statements is true about the use of corporate leaders as advertising spokespersons?

A)Many companies believe the use of a company president or CEO is an ineffective way of expressing the company's commitment to quality and customer service.
B)Only Fortune 500 companies use corporate leaders as spokespersons.
C)If a firm's image is too closely tied to its leader, it will face problems if and when the leader leaves the company.
D)Corporate spokespersons are ineffective for consumer products.
E)Corporate spokespersons improve the message source image but have no effect on its trustworthiness.

Question 30

Marketers typically select spokespeople whose traits will maximize their message influence. According to Herbert Kelman, the three categories of source attributes that should be considered during the selection process are:

A)power, image, and knowledge.
B)credibility, attractiveness, and power.
C)knowledge, fee, and differentiability.
D)consistency, credibility, and continuity.
E)credibility, reputation, and individuality.

Question 31

A spokesperson who delivers an advertising message and endorses a product or service is known as a(n):

A)direct source.
B)indirect source.
C)message shaper.
D)source mirage.
E)source echo.

Question 32

A study conducted by Roobina Ohanian about consumers' perceptions of celebrity endorsers found that the characteristic which influenced consumers' intentions to purchase a product endorsed by a celebrity is his or her perceived:

A)expertise.
B)attractiveness.
C)trustworthiness.
D)similarity.
E)likability.

Question 33

The independent variable in the persuasion matrix that takes into account the passage of information from one person to another is:

A)the source.
B)the message.
C)the behavior.
D)the retention.
E)the destination.

Question 34

One way a supermarket can make its ads seem more trustworthy is by:

A)showing customers talking about the supermarket on hidden cameras.
B)increasing its advertising clutter in its print ads.
C)using cartoon characters in humorous shopping experiences.
D)using loud music or an unsettling color combination.
E)advertising repetitively in short intervals.

Question 35

The owner of Elan Style Inc., a global fashion house, features in all of his stores' commercials. He explains how his company differs from other chain stores and gives advice on buying fashion clothing and accessories. Since he is recognized as a professional style expert, his presence in his company's ads can enhance the ads' source:

A)credibility.
B)attractiveness.
C)power.
D)differentiability.
E)likability.

Question 36

A(n) _____ doesn't actually deliver a message but draws attention to and enhances the appearance of an ad.

A)direct source
B)indirect source
C)message shaper
D)source mirage
E)source echo

Question 37

An ad for Kool Kids, a kidswear company, is featured in the August issue of a teen magazine, Teen 360. The ad shows children between the ages of 3 and 12 on a ramp. In terms of the response stages of the persuasion matrix, the ad is ineffective in reaching the intended target audience, the parents, because:

A)its portrayal is offensive.
B)it contains jargons that are incomprehensible to the target audience.
C)the media channel used is inappropriate.
D)of the extensive clutter.
E)it is not endorsed by a celebrity parent.

Question 38

According to the persuasion matrix, which of the following is an independent variable in the consumer's response process?

A)Attention
B)Comprehension
C)Destination
D)Yielding
E)Retention

Question 39

A marketer of supercomputers will recruit individuals with backgrounds in computer science and engineering to work as salespeople in order to ensure its sales force has high levels of:

A)expertise.
B)trustworthiness.
C)attractiveness.
D)attention.
E)yielding.

Question 40

Expertise and trustworthiness are very important when focusing on source _____, one of the categories of source attributes developed by Herbert Kelman.

A)power
B)attractiveness
C)credibility
D)identification
E)image

Question 41

_____ is defined as an affection for a source as a result of the source's physical appearance, behavior, or other physical characteristics.

A)Expertise
B)Power
C)Compliance
D)Familiarity
E)Likability

Question 42

Which of the following is the best example of a celebrity endorser enhancing consumers' perceptions of a product's performance capabilities?

A)A professional golfer endorsing electronics home appliances
B)A boxer endorsing an automobile repair service
C)An actress endorsing a cellphone service
D)A model endorsing a brand of cosmetics
E)A race car driver endorsing lawn mowers

Question 43

Which of the following source characteristics is likely to suffer when a celebrity endorses too many products and is seen too often by consumers?

A)Expertise
B)Trustworthiness
C)Physical attractiveness
D)Compliance
E)Internalization

Question 44

_____ is defined as an attraction for a source based on a resemblance between the source and receiver of a message.

A)Likability
B)Familiarity
C)Similarity
D)Expertise
E)Power

Question 45

The _____ score indicates the percentage of people who have heard of an endorser or a performer.

A)familiarity
B)attractiveness
C)similarity
D)one of my favorites
E)Q rating

Question 46

Marketers can try to capitalize on source similarity by hiring:

A)beautiful models to appear in television ads.
B)well-known athletes to endorse sporting goods in commercials.
C)salespeople who have characteristics that match those of their customers.
D)individuals with liberal arts backgrounds to work as sales representatives for technical products.
E)actors to portray themselves as ordinary consumers.

Question 47

A commercial for a floor cleaner shows a young mother cleaning her kitchen floor after feeding her toddler. The commercial is considered to be effective because it utilizes high source similarity. This is an example of a _____ commercial.

A)comparative
B)reputational
C)slice-of-life
D)spokesperson-oriented
E)power-based

Question 48

In the final stage of the meaning transfer model developed by Grant McCracken:

A)celebrities draw powerful meanings from the roles they assume in their careers.
B)celebrities bring their meanings and images into ads for the products they are endorsing.
C)the meanings that celebrities have given to products are transferred to consumers.
D)promotional campaigns are organized in the presence of the media.
E)the meanings created by celebrities are developed into advertisements.

Question 49

A television commercial for Elate perfume features a woman walking along a beach. The ad attempts to connect the woman's physical beauty to the attractiveness of the perfume. In the ad, the model serves as a(n):

A)source echo.
B)message shaper.
C)direct source.
D)passive model.
E)active communicator.

Question 50

Which of the following is a difference between identification and internalization?

A)Unlike identification, internalization of a message does not occur when the source is a celebrity.
B)Unlike internalization, identification is synonymous with receiver comprehension.
C)Unlike identification, internalization is often considered to be a negative source characteristic.
D)Unlike internalization, identification does not usually integrate information from an attractive source into the receiver's belief system.
E)Unlike identification, internalization does not lead to counterarguments and source derogations by the receiver.

Question 51

Which of the following statements is true of celebrity endorsements?

A)Consumers who are very knowledgeable about a product or service tend to be most persuaded by celebrity endorsers.
B)When a celebrity endorses several products simultaneously, it leads to enhanced popularity of the celebrity and also results in increased sales of all the products the celebrity endorses.
C)Advertisers should select a celebrity spokesperson who will attract attention and enhance the sales message, yet not overshadow the company's brand.
D)Typically, the use of celebrity endorsers is highest among news and business publications.
E)Marketers do not have to worry about the personal image of celebrities while choosing one to endorse a product or a servicE.Advertisers should select a celebrity spokesperson who will attract attention and enhance the sales message, yet not overshadow the company's brand.

Question 52

According to the meaning transfer model developed by Grant McCracken, which of the following statements is true of celebrity endorsers?

A)Credibility and attractiveness can effectively explain how and why celebrity endorsements work.
B)Celebrity endorsers bring their meanings and images to an ad and transfer them to the product they are endorsing.
C)The image that celebrities project to consumers is more important than their ability to attract attention.
D)Once the first two stages of the model have been implemented, the final stage is simple and easy to achieve.
E)Celebrities' overexposure to advertisements help marketers achieve the desired recognition.

Question 53

Which of the following is true of a Q-score?

A)It explains the popularity of a prime time television show.
B)It describes the size of television viewing audiences that prefer to buy a product based solely on the celebrity who endorsed it.
C)It answers the question, "How appealing is a celebrity endorser among people who do know him or her?"
D)It answers the question, "What percentage of people see celebrities as trendsetters?"
E)It identifies the emotional impact that advertisements have on the target audiencE.The well-known Q-score is calculated by taking the percentage of respondents who indicate that a person is "one of my favorites" and then dividing that number by the percentage of respondents who indicate they have heard of that person.This score thus answers the question, How appealing is the person among those who do know him or her?

Question 54

According to the sleeper effect phenomenon:

A)the impact of a persuasive message diminishes over time.
B)people subconsciously retain advertising messages that they see moments before sleeping and rehearse them in their sleep.
C)the impact of a persuasive message from a low-credibility source can increase over time, since the message content becomes disassociated from the source.
D)with the passage of time, the impact of a persuasive message from a low-credibility source can decrease, since people forget the content of the message.
E)people instinctively disassociate a low-credibility source from message when they are paying less than full attention to the messagE.A low-credibility source may be as effective as a high-credibility source because of the sleeper effect, whereby the persuasiveness of a message increases with the passage of time.With time, the association of the message with the source diminishes and the receiver's attention focuses more on favorable information in the message, resulting in more support.

Question 55

According to the meaning transfer model of the celebrity endorsement process, celebrities draw their meanings from:

A)their association with the companies whose products they endorse.
B)their popularity among consumers and their perceived level of attractiveness.
C)the image the media portrays about them through various channels such as television, magazines, and the Internet.
D)the roles they assume in their careers and the objects, persons, and contexts these roles bring them in contact with.
E)their family and cultural background that influence their decisions about the types of products they want to endorsE.According to meaning transfer model, a celebrity's effectiveness as an endorser depends on the culturally acquired meanings he or she brings to the endorsement process.Celebrities draw these powerful meanings from the roles they assume in their television, movie, military, athletic, and other careers.Each new dramatic role brings the celebrity into contact with a range of objects, persons, and contexts.

Question 56

The source characteristic of attractiveness encompasses:

A)power, expertise, and aesthetics.
B)similarity, likability, and familiarity.
C)comfort, individuality, and beauty.
D)beauty, familiarity, and differentiability.
E)expertise, familiarity, and comfort.

Question 57

Advertisers can protect themselves against overexposure:

A)by hiring more than one celebrity for endorsing a particular brand.
B)with an exclusivity clause limiting the number of products a celebrity can endorse.
C)by attempting to match the characteristics of the target market with the personality of a celebrity.
D)by creating celebrity advertisements that generate counterarguments.
E)by hiring common consumers instead of celebrities to feature in their commercials.

Question 58

The marketers of Cirrus shoes received negative publicity when the company's brand ambassador was convicted of sexual assault. The company was forced to rescind their association with Adrian Richardson as they feared a conveyance of negative cultural perceptions to consumers. This scenario can be best explained using the _____ model.

A)celebrity expertise
B)meaning transfer
C)celebrity popularity
D)endorsement shift
E)consumer-celebrity merging

Question 59

Which of the following source characteristics is utilized by a slice-of-life commercial that shows an average head of household facing difficulty in filing his federal income tax?

A)Power
B)Compliance
C)Expertise
D)Similarity
E)Attractiveness

Question 60

Source attractiveness leads to persuasion through a process of _____, whereby a receiver is motivated to seek some type of relationship with the source and thus adopts similar beliefs, attitudes, preferences, or behavior.

A)internalization
B)identification
C)compliance
D)repositioning
E)comprehension

Question 61

Presenting the strongest arguments at the beginning of an advertising message assumes that a _____ is operating.

A)primacy effect
B)recency effect
C)sleeper effect
D)credibility effect
E)compliance hierarchy

Question 62

Mars Inc., an automaker, hires a popular celebrity, Emma Hunt, as the spokesperson for its "Keep the World Green" campaign, an initiative for preserving trees. The viewers of the commercial perceive Emma as being sincerely interested in citizen initiatives to preserve trees. Emma as a message source is said to have:

A)perceived control.
B)control persuasion.
C)perceived scrutiny.
D)expertise.
E)perceived concern.

Question 63

If the target audience is opposed to a communicator's position, presenting strong points first can:

A)increase the extent of disapproval.
B)increase criticism of the message.
C)reduce the level of counterargument.
D)reduce the level of interest in the message.
E)encourage recipients to draw their own conclusions.

Question 64

The heading of an ad in a women's magazine reads, "Charlotte BB cream has been approved by dermatologists. It is good for sensitive skin and has no side effects." The rest of the ad copy explains the benefits of the BB cream and features user testimonials. By placing its most important message in the heading, the ad's source is hoping its message benefits from the:

A)primacy effect.
B)recency effect.
C)sleeper effect.
D)credibility effect.
E)compliance hierarchy.

Question 65

A(n) _____ is a communication variable that includes order of presentation, conclusion drawing, and refutation.

A)channel
B)source
C)message structure
D)receiver
E)emotional appeal

Question 66

An advertisement that places the strongest points at the end of a message assumes a _____, whereby the last arguments presented are the most persuasive.

A)recency effect
B)primacy effect
C)sleeper effect
D)credibility effect
E)compliance hierarchy

Question 67

An ad headline for Fantasia ice cream in a local newspaper reads, "How can you relive your childhood this summer?" The only other information in the ad is a list of locations of Fantasia ice cream parlors in the city. This ad is:

A)an example of a rational appeal.
B)designed to let the target audience draw their own conclusions.
C)an example of an appeal based on refutation.
D)designed to express a two-sided message.
E)effective irrespective of the context of the advertising medium.

Question 68

Which of the following is true of persuasion induced through compliance?

A)It is difficult to administer in a personal selling situation.
B)It is usually superficial.
C)It is easy to apply in nonpersonal influence situations.
D)It usually occurs as a result of a celebrity's perceived concern.
E)It usually results in a receiver rejecting the source's position.

Question 69

For which of the following product ads would a marketer find a physically attractive model to be most effective?

A)Cattle feed
B)Bricks
C)Fertilizer
D)Cookies
E)Lipstick

Question 70

_____ is the process by which a source perceived by a receiver as having high power can influence the receiver's behavior.

A)Internalization
B)Identification
C)Compliance
D)Retention
E)Scrutiny

Question 71

Marketers should draw definite conclusions in their advertising messages when:

A)the audience is highly educated.
B)the product requires emotional involvement.
C)immediate action is an objective.
D)high audience involvement is required.
E)the message is simple and likely to be easily understood by the audiencE.If immediate action is an objective, a message should draw a definite conclusion.

Question 72

A marketer may want to use a message that draws an explicit conclusion for a target audience that is:

A)highly involved with the topic.
B)highly educated.
C)low in complexity.
D)exposed to the message frequently.
E)less educated.

Question 73

When a source is able to administer rewards and punishments to a receiver, the influence occurs through a process known as:

A)compliance.
B)identification.
C)internalization.
D)retention.
E)perceived concern.

Question 74

A magazine advertisement reads, "Is it just forgetfulness or Alzheimer's disease?" and then lists the warning signs of Alzheimer's, stating its strongest point first to gain reader attention on a subject that most people would rather not consider. The rest of the ad describes a new prescription medicine to treat mild and moderate cases of Alzheimer's. The advertisement uses a _____ to arouse interest.

A)primacy effect
B)recency effect
C)sleeper effect
D)credibility effect
E)compliance hierarchy

Question 75

A public awareness advertisement that aims to convince people to give up smoking features three teens bungee jumping off a bridge. When they reach the ground, each grabs a soda can, opens it, and takes a sip. As the third person takes a sip, the can explodes and kills him. The final screen reads, "No other product but tobacco kills every third consumer." By placing the strongest point in the ad at the end, the ad's source is hoping its message benefits from the:

A)primacy effect.
B)recency effect.
C)sleeper effect.
D)credibility effect.
E)compliance hierarchy.

Question 76

Which of the following types of message structure should a marketer use if immediate behavior is not an objective and if repeated exposure will give the target audience an opportunity to draw its own conclusions?

A)An open-ended message
B)A close-ended message
C)A primacy message
D)A refutational appeal
E)A fear appeal

Question 77

Which of the following statements is true of source power?

A)Power as a source characteristic is very easy to apply in a nonpersonal influence situation such as advertising.
B)The use of source power is not effective in situations involving personal communication and influence.
C)The source must be perceived as being able to administer only positive sanctions to the receiver.
D)A source has power when he or she can actually administer rewards and punishments to a receiver.
E)The receiver's estimate of the source's ability to observe conformity is not important.

Question 78

An advertisement for Flora Gardening Supplies begins with a discussion of how beautiful and enjoyable gardens can be. It ends with the directive to visit the company website and guarantees that the online experience will convince consumers to buy the company's products. By placing the strongest point at the end of the ad, Flora is hoping to benefit from the:

A)primacy effect.
B)recency effect.
C)sleeper effect.
D)credibility effect.
E)compliance hierarchy.

Question 79

Mettle Inc., an automaker, hires a popular boxer, Darrell Hilton, as the spokesperson for its "Save the Globe" campaign, an initiative for preserving the environment. If viewers of the commercial perceive Darrell as being able to mete out punishment when citizens don't comply to environmental policies, then Darrell, as a message source, is said to have:

A)perceived control.
B)control persuasion.
C)perceived integration.
D)expertise.
E)perceived concern.

Question 80

A marketer should present the strong points at the beginning of an advertising message when:

A)the target audience can connect well with the marketer's position.
B)the target audience is not interested in the topic.
C)the target audience is not biased toward certain brands.
D)the target audience has used the product and has a favorable image of the product.
E)immediate action is an objectivE.Strong arguments work best at the beginning of a message if the audience is not interested in the topic, so it can develop interest in the message.