Question 1

TISSUE MINI CASE: Paper Queen is a paper goods company that has recently come out with its own line of Kleenex-like face tissues.In order to promote its new product, Paper Queen has sponsored a Friday Night Tear-Jerker movie series for the month of April on local network television stations.During March, leading up to the movie series, Paper Queen advertised the upcoming event during the same time slot on a number of competing television stations in an effort to expose even channel surfers to its advertising.After the promotions started, Paper Queen measured the success of its advertising campaign based on the number of boxes of tissues it sold.
-In the TISSUE MINI CASE,by sponsoring the Friday Night Tear-Jerker movie series,Paper Queen is advertising via ________.

Accepted Answer

Paper Queen is advertising via branded entertainment, as it has sponsored a movie series to promote its Kleenex-like face tissues. Branded entertainment involves integrating a brand into entertainment content, such as movies or TV shows, to promote the brand and engage consumers.

Question 2

TISSUE MINI CASE: Paper Queen is a paper goods company that has recently come out with its own line of Kleenex-like face tissues.In order to promote its new product, Paper Queen has sponsored a Friday Night Tear-Jerker movie series for the month of April on local network television stations.During March, leading up to the movie series, Paper Queen advertised the upcoming event during the same time slot on a number of competing television stations in an effort to expose even channel surfers to its advertising.After the promotions started, Paper Queen measured the success of its advertising campaign based on the number of boxes of tissues it sold.
-In the TISSUE MINI CASE,the way Paper Queen measured the effectiveness of its advertising is considered ________.

Accepted Answer

The answer of TISSUE MINI CASE: Paper Queen is a...

Question 3

FOOT CREAM MINI CASE: Athlete's Aid is a foot cream designed to prevent athlete's foot with once-daily application after showering.Athlete's Aid advertising features Tom Brown, a well known football player, giving a testimonial on how effectively Athlete's Aid prevents athletes foot and the terrible foot smell associated with it.These television ads are placed at the end of the advertising series immediately before kick-off in a number of important games during the football season, with the ad repeated during the rest of the game.
-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 ________.

Accepted Answer

The answer of FOOT CREAM MINI CASE: Athlete's Aid is...

Question 4

HEADACHE MINI CASE: Fast Relief sells a pain killer that is especially effective on relieving headache pain.Under the slogan "If you really want to fix a problem, you have to use the right tools," Fast Relief advertising points out that while its tablets aren't as effective at relieving muscle pain as Cure-All, its leading competitor, clinical trials have shown that Fast Relief is 10 times more effective than the Cure-All at relieving headaches. At the beginning of the advertising spot, a woman is shown with her eyes shut tight and her hand pressed against her forehead. Over the course of the ad, the woman's face gradually relaxes and she begins to look relieved and comfortable.Fast Relief also advertises its products by having its tablets used by actors to relieve their headaches during popular television shows.
-In the HEADACHE MINI CASE,the woman shown in the television ad demonstrates that Fast Relief is helping relieve her headache by using ________.

Accepted Answer

The woman's nonverbal cues, such as pressing her hand against her forehead and then gradually relaxing her face, demonstrate that she is experiencing relief from her headache with the help of Fast Relief.

Question 5

FOOT CREAM MINI CASE: Athlete's Aid is a foot cream designed to prevent athlete's foot with once-daily application after showering.Athlete's Aid advertising features Tom Brown, a well known football player, giving a testimonial on how effectively Athlete's Aid prevents athletes foot and the terrible foot smell associated with it.These television ads are placed at the end of the advertising series immediately before kick-off in a number of important games during the football season, with the ad repeated during the rest of the game.
-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 ________.

Accepted Answer

The placement of the Athlete's Aid advertisement at the end of the advertising series is an attempt to take advantage of recency effects, which state that people are more likely to remember the most recent information presented to them. By placing the ad right before the game starts and then repeating it during the game, Athlete's Aid hopes to create a strong memory of their product in the minds of viewers.

Question 6

While Revlon nail polish advertising is specifically targeted to women,men watching television may be exposed to nail polish commercials.In this case,men would be considered part of the unintended audience.

Accepted Answer

The statement is correct. Men are not the intended audience for Revlon nail polish advertising, as it is specifically targeted towards women. However, they may still be exposed to these commercials while watching TV, making them part of the unintended audience.

Question 7

A photograph or illustration conveys verbal messages.

Accepted Answer

The answer of A photograph or illustration conveys verbal messages....

Question 8

Radio is an example of an interpersonal medium.

Accepted Answer

Radio is actually an example of a mass medium, as it is designed to reach a large audience rather than facilitate one-on-one communication between individuals.

Question 9

TISSUE MINI CASE: Paper Queen is a paper goods company that has recently come out with its own line of Kleenex-like face tissues.In order to promote its new product, Paper Queen has sponsored a Friday Night Tear-Jerker movie series for the month of April on local network television stations.During March, leading up to the movie series, Paper Queen advertised the upcoming event during the same time slot on a number of competing television stations in an effort to expose even channel surfers to its advertising.After the promotions started, Paper Queen measured the success of its advertising campaign based on the number of boxes of tissues it sold.
-In the TISSUE MINI CASE,Paper Queen's advertising campaign delivery is best described as ________ communication.

Accepted Answer

Paper Queen's advertising campaign delivery is best described as formal, impersonal communication. This is because the company used traditional advertising methods such as commercials on competing television stations and sponsorship of a movie series, which are impersonal communication channels as the message is delivered to a large, undefined audience. Additionally, the company did not have direct communication or interaction with individual customers during the advertising campaign.

Question 10

HEADACHE MINI CASE: Fast Relief sells a pain killer that is especially effective on relieving headache pain.Under the slogan "If you really want to fix a problem, you have to use the right tools," Fast Relief advertising points out that while its tablets aren't as effective at relieving muscle pain as Cure-All, its leading competitor, clinical trials have shown that Fast Relief is 10 times more effective than the Cure-All at relieving headaches. At the beginning of the advertising spot, a woman is shown with her eyes shut tight and her hand pressed against her forehead. Over the course of the ad, the woman's face gradually relaxes and she begins to look relieved and comfortable.Fast Relief also advertises its products by having its tablets used by actors to relieve their headaches during popular television shows.
-In the HEADACHE MINI CASE,Fast Relief's practice of having its tablets appear during popular television shows is known as ________.

Accepted Answer

Fast Relief's practice of having its tablets used by actors during popular television shows is an example of product placement. Product placement is a form of advertising where branded products or services are placed within the context of TV shows, movies, or other media content in order to promote them to viewers.

Question 11

FOOT CREAM MINI CASE: Athlete's Aid is a foot cream designed to prevent athlete's foot with once-daily application after showering.Athlete's Aid advertising features Tom Brown, a well known football player, giving a testimonial on how effectively Athlete's Aid prevents athletes foot and the terrible foot smell associated with it.These television ads are placed at the end of the advertising series immediately before kick-off in a number of important games during the football season, with the ad repeated during the rest of the game.
-In the FOOT CREAM MINI CASE,________ is the sender of the message.

Accepted Answer

The sender of the message in the Athlete's Aid advertising featuring Tom Brown is Athlete's Aid, as they are the ones promoting and marketing their foot cream product. Tom Brown is simply a testimonial for the effectiveness of the product.

Question 12

TISSUE MINI CASE: Paper Queen is a paper goods company that has recently come out with its own line of Kleenex-like face tissues.In order to promote its new product, Paper Queen has sponsored a Friday Night Tear-Jerker movie series for the month of April on local network television stations.During March, leading up to the movie series, Paper Queen advertised the upcoming event during the same time slot on a number of competing television stations in an effort to expose even channel surfers to its advertising.After the promotions started, Paper Queen measured the success of its advertising campaign based on the number of boxes of tissues it sold.
-In the TISSUE MINI CASE,Paper Queen measured the effectiveness of its advertising via the ________.

Accepted Answer

Paper Queen measured the success of its advertising campaign based on the number of boxes of tissues it sold. This indicates that they were measuring the sales effect of their advertising.

Question 13

Unlike informal sources,the formal communications sources are typically considered to be more reliable sources of information because the sender is perceived as having nothing to gain from the receiver's subsequent actions.

Accepted Answer

Formal communication sources are considered more reliable due to their structured and official nature, not because the sender has nothing to gain.

Question 14

TISSUE MINI CASE: Paper Queen is a paper goods company that has recently come out with its own line of Kleenex-like face tissues.In order to promote its new product, Paper Queen has sponsored a Friday Night Tear-Jerker movie series for the month of April on local network television stations.During March, leading up to the movie series, Paper Queen advertised the upcoming event during the same time slot on a number of competing television stations in an effort to expose even channel surfers to its advertising.After the promotions started, Paper Queen measured the success of its advertising campaign based on the number of boxes of tissues it sold.
-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 ________.

Accepted Answer

By removing competitive advertising, Paper Queen was trying to minimize psychological noise, which refers to distractions and competing messages that can interfere with the audience's ability to process and remember the promoted message.

Question 15

FOOT CREAM MINI CASE: Athlete's Aid is a foot cream designed to prevent athlete's foot with once-daily application after showering.Athlete's Aid advertising features Tom Brown, a well known football player, giving a testimonial on how effectively Athlete's Aid prevents athletes foot and the terrible foot smell associated with it.These television ads are placed at the end of the advertising series immediately before kick-off in a number of important games during the football season, with the ad repeated during the rest of the game.
-In the FOOT CREAM MINI CASE,the Athlete's Aid commercial is an example of ________ communication.

Accepted Answer

The Athlete's Aid commercial is an example of formal, impersonal communication because it is a one-way mass communication that is not interactive and does not involve personal communication between individuals.

Question 16

Newspapers,magazines,and billboards are examples of print mass media.

Accepted Answer

Newspapers, magazines, and billboards are all examples of print media, which is a form of mass media.

Question 17

FOOT CREAM MINI CASE: Athlete's Aid is a foot cream designed to prevent athlete's foot with once-daily application after showering.Athlete's Aid advertising features Tom Brown, a well known football player, giving a testimonial on how effectively Athlete's Aid prevents athletes foot and the terrible foot smell associated with it.These television ads are placed at the end of the advertising series immediately before kick-off in a number of important games during the football season, with the ad repeated during the rest of the game.
-In the FOOT CREAM MINI CASE,Tom Brown's testimonial about using Athlete's Aid to prevent athlete's foot,as opposed to having him list the medical justification for how the cream works,is an example of which of the following rules about the use of celebrity endorsers?

Accepted Answer

Tom Brown's testimonial focuses on his personal experience with the product, which falls within his recognized competence as a football player who might deal with athlete's foot, rather than providing a medical explanation that would require expertise he may not possess.

Question 18

HEADACHE MINI CASE: Fast Relief sells a pain killer that is especially effective on relieving headache pain.Under the slogan "If you really want to fix a problem, you have to use the right tools," Fast Relief advertising points out that while its tablets aren't as effective at relieving muscle pain as Cure-All, its leading competitor, clinical trials have shown that Fast Relief is 10 times more effective than the Cure-All at relieving headaches. At the beginning of the advertising spot, a woman is shown with her eyes shut tight and her hand pressed against her forehead. Over the course of the ad, the woman's face gradually relaxes and she begins to look relieved and comfortable.Fast Relief also advertises its products by having its tablets used by actors to relieve their headaches during popular television shows.
-In the HEADACHE MINI CASE,by pointing out that Fast Relief is not very effective at relieving muscle pain,the company is engaging in ________.

Accepted Answer

By acknowledging a weakness (ineffectiveness at relieving muscle pain) while highlighting a strength (effectiveness at relieving headaches), Fast Relief is using two-sided advertising. This approach presents both positive and negative information to create a more trustworthy and credible message.

Question 19

HEADACHE MINI CASE: Fast Relief sells a pain killer that is especially effective on relieving headache pain.Under the slogan "If you really want to fix a problem, you have to use the right tools," Fast Relief advertising points out that while its tablets aren't as effective at relieving muscle pain as Cure-All, its leading competitor, clinical trials have shown that Fast Relief is 10 times more effective than the Cure-All at relieving headaches. At the beginning of the advertising spot, a woman is shown with her eyes shut tight and her hand pressed against her forehead. Over the course of the ad, the woman's face gradually relaxes and she begins to look relieved and comfortable.Fast Relief also advertises its products by having its tablets used by actors to relieve their headaches during popular television shows.
-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 ________

Accepted Answer

Fast Relief's advertising strategy involves a comparison between its pain reliever and the competitor Cure-All. This is known as comparative advertising.

Question 20

HEADACHE MINI CASE: Fast Relief sells a pain killer that is especially effective on relieving headache pain.Under the slogan "If you really want to fix a problem, you have to use the right tools," Fast Relief advertising points out that while its tablets aren't as effective at relieving muscle pain as Cure-All, its leading competitor, clinical trials have shown that Fast Relief is 10 times more effective than the Cure-All at relieving headaches. At the beginning of the advertising spot, a woman is shown with her eyes shut tight and her hand pressed against her forehead. Over the course of the ad, the woman's face gradually relaxes and she begins to look relieved and comfortable.Fast Relief also advertises its products by having its tablets used by actors to relieve their headaches during popular television shows.
-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 ________.

Accepted Answer

The answer of HEADACHE MINI CASE: Fast Relief sells a...

Quiz 9: Communication and Consumer Behavior

While Revlon nail polish advertising is specifically targeted to women,men watching television may be exposed to nail polish commercials.In this case,men would be considered part of the unintended audience.

A photograph or illustration conveys verbal messages.

Radio is an example of an interpersonal medium.

Unlike informal sources,the formal communications sources are typically considered to be more reliable sources of information because the sender is perceived as having nothing to gain from the receiver's subsequent actions.

Newspapers,magazines,and billboards are examples of print mass media.