Question 1

According to the persuasion matrix,which of the following is NOT a controllable communication component?
A)source
B)message
C)comprehension
D)channel
E)receiver

Accepted Answer

Comprehension is not a controllable communication component as it depends on the individual receiver's cognitive abilities, knowledge, and experience. The other components, i.e., source, message, channel, and receiver, can be controlled by the persuader to influence the receiver's attitude and behavior.

Question 2

A mobile phone company uses Catherine Zeta-Jones in all of its print and broadcast advertising.The extremely attractive and talented English-born actress is used because she is more likely to attract the attention of potential consumers of mobile phones.In terms of the response stages of the persuasion matrix,the mobile phone company is trying to influence:
A)retention
B)channels
C)attention
D)presentation
E)behavior

Accepted Answer

The mobile phone company is using Catherine Zeta-Jones to attract the attention of potential consumers of mobile phones. Therefore, the company is trying to influence the attention stage of the persuasion matrix, where the goal is to attract the attention of the target audience.

Question 3

The _____ is a planning tool that can be used by marketers to consider how controllable elements of the communications process interact with the consumers' response process.
A)dissonance/attribution model
B)persuasion matrix
C)AIDA model
D)response model
E)elaboration likelihood model (ELM)

Accepted Answer

The persuasion matrix is a planning tool that helps marketers consider the interactive relationship between controllable elements of the communications process (e.g. message, channel, sender, receiver) and the consumers' response process (e.g. attention, comprehension, attitude, behavior). The matrix is structured around two key dimensions - the stages of the response process and the controllable elements of the communications process - and helps marketers identify the most effective combinations of these elements for achieving their communication objectives. The other answer choices (dissonance/attribution model, AIDA model, response model, elaboration likelihood model) are all relevant models or frameworks in the field of marketing communications, but they are not specific planning tools for considering the interaction between controllable elements and consumers' response processes.

Question 4

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)behavior
D)retention
E)destination

Accepted Answer

The passage of information from one person to another is referred to as the destination variable in the persuasion matrix. The other variables are source (who is delivering the message), message (what is being said), behavior (what action is expected as a result), and retention (how well the message is remembered).

Question 5

When FX cable network promotes its television show The Shield,it shows bloody and provocative excerpts from upcoming episodes.Which combination of independent and dependent variables does the advertiser using the persuasion matrix consider for this commercial?
A)source/attention
B)source/comprehension
C)message/yielding
D)channel/behavior
E)receiver/attention

Accepted Answer

The persuasion matrix considers the combination of message and yielding in this case because the advertiser is using provocative and bloody excerpts from upcoming episodes of the show to persuade viewers to watch it.

Question 6

Which of the following would be an example of a message source?
A)actress Sarah Michelle Geller in Revlon commercials
B)Writers' Digest magazine
C)the organization in Orlando to promote tourism
D)Tiger Woods
E)all of the above

Accepted Answer

A message source can be an individual, organization, or entity that conveys a message to the receiver. All of the options listed are examples of message sources. Sarah Michelle Geller in Revlon commercials is a celebrity endorsing a product, Writers' Digest magazine is a publication providing information and advice, the organization in Orlando to promote tourism is an entity promoting a destination, and Tiger Woods is a public figure representing a brand or product.

Question 7

Information from a credible source influences beliefs,opinions,attitudes,and/or behaviors through a process known as:
A)identification
B)compliance
C)internalization
D)conformity
E)yielding

Accepted Answer

Internalization is the process by which information from a credible source is integrated into an individual's existing beliefs and attitudes, leading to a genuine change in their behavior or opinions. This is considered the most effective and powerful form of influence, as it results in long-lasting and authentic changes. Identification involves adopting the opinions or behaviors of a credible source because of a perceived similarity to that source, while compliance involves simply conforming to the demands or expectations of a credible source without changing one's internal beliefs or attitudes. Conformity refers to the tendency to conform to social norms or group pressure, and yielding is a general term that can refer to any form of behavior change resulting from influence.

Question 8

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)recognizability and expertise
D)expertise and trustworthiness
E)image and expertise

Accepted Answer

The two important dimensions associated with credibility are expertise and trustworthiness. Expertise refers to the knowledge or skills possessed by the spokesperson, while trustworthiness refers to their perceived honesty and reliability. Marketers seek to select spokespeople who are both knowledgeable about the product or service they are promoting and seen as trustworthy by their target audience.

Question 9

Marketers try to select spokespeople whose traits will maximize their message influence.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 recognizability
D)consistency,credibility,and continuity
E)credibility,recognizability,and individuality

Accepted Answer

The three categories of source attributes that should be considered during the selection process are credibility, attractiveness, and power. Credibility refers to the expertise and trustworthiness of the spokesperson, which affects the audience's perception of the message. Attractiveness refers to physical appearance, likability, and similarity to the audience, which can increase the audience's attention and identification with the spokesperson. Power refers to the perceived control, confidence, and persuasiveness of the spokesperson, which can enhance the persuasiveness of the message. Therefore, option B is the best choice.

Question 10

According to the persuasion matrix,which of the following is NOT a dependent variable or stage in the response process?
A)attention
B)comprehension
C)destination
D)yielding
E)retention

Accepted Answer

The other options (attention, comprehension, yielding, and retention) are all stages in the response process, while "destination" is not a variable or stage in the matrix.

Question 11

One way a supermarket can make its ads seem more trustworthy is to:
A)show customers talking about the supermarket on hidden cameras
B)hire attractive actors and actresses who look like people wished they looked
C)use cartoon characters in humorous shopping experiences
D)use loud music or an unsettling color combination
E)do none of the above

Accepted Answer

Showing real customers talking about their positive experiences in the supermarket on hidden cameras adds a sense of authenticity and genuineness to the ads, which can increase customers' trust in the brand.

Question 12

Three reasons marketers are paying huge sums to have Tiger Woods as their celebrity spokesperson include:
A)persuasiveness,primacy effect and refutational appeal
B)creativity,source clutter and sleeper effect
C)likeability,believability and popularity
D)sincerity,simplicity and superhuman capabilities
E)assertiveness,aggressiveness and accomplishments

Accepted Answer

Likeability, believability, and popularity are three key factors that make Tiger Woods an attractive celebrity spokesperson for marketers. Woods has a large fan base and is widely respected in the golf world, which has helped to enhance his credibility with consumers. Furthermore, his personal story of perseverance and determination in the face of adversity has made him a relatable figure for many people, further increasing his appeal to marketers. Overall, Tiger Woods offers a compelling mix of qualities that make him a popular choice for marketing campaigns.

Question 13

One of the criticisms of using celebrities in advertising is consumers may remember the celebrity but not what they were promoting.Which of the following is NOT one of the products/services Tiger Woods is promoting?
A)Accenture
B)Bear Sterns
C)Gillette
D)Buick
E)Nike

Accepted Answer

Bear Sterns is not one of the products/services Tiger Woods is promoting. However, all the other options (Accenture, Gillette, Buick, Nike) are products/services that Tiger Woods has promoted in his career.

Question 14

What combination of independent and dependent variables of the persuasion matrix did The Golf Channel consider when it hired Canadian golfing pro Steve Allen to be its spokesperson in a Canadian advertising campaign and assumed he would be noticed by Canadians who golf and are interested in golf?
A)source/yielding
B)message/yielding
C)channel/attention
D)source/attention
E)message/retention

Accepted Answer

The Golf Channel considered the combination of source (Steve Allen as a spokesperson) and attention (Canadians who golf and are interested in golf) as independent and dependent variables, respectively. The choice of hiring Steve Allen as a spokesperson was made based on his reputation as a Canadian golfing pro, which would attract attention from the target audience interested in golf. Therefore, the independent variable (source) was expected to affect the dependent variable (attention) in the persuasion matrix.

Question 15

A marketer of supercomputers would 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)power
E)yielding

Accepted Answer

The marketer of supercomputers would require individuals with a strong background in computer science and engineering to work as salespeople so that they possess high levels of expertise, which is necessary to understand the complex technology and convey it convincingly to customers. Trustworthiness, attractiveness, power, and yielding may also be desirable traits in salespeople, but they are not directly linked to their expertise in the subject matter.

Question 16

A spokesperson who delivers an advertising message and/or demonstrates a product or service is known as a(n):
A) direct source
B) indirect source
C) message shaper
D) source mirage
E) source echo

Accepted Answer

A direct source is someone who delivers an advertising message and/or demonstrates a product or service. An indirect source may be involved with the product or service in some way, but does not directly deliver the advertising message. Message shaper and source mirage are not commonly used industry terms, and source echo is not a relevant term in this context.

Question 17

A study by Roobina Ohanian of consumers' perceptions of celebrity endorsers found that the characteristic which influenced consumers' intentions to purchase a product endorsed by a celebrity was perceived:
A)expertise
B)attractiveness
C)trustworthiness
D)similarity
E)likability

Accepted Answer

According to the study, consumers' intentions to purchase a product endorsed by a celebrity were influenced by the perceived expertise of the endorser. This suggests that consumers value a celebrity's knowledge and skills in a particular field, and are more likely to trust their endorsement if they believe the celebrity has expertise in the relevant area. While attractiveness, trustworthiness, similarity, and likability may also play a role in consumers' perceptions of celebrity endorsers, the study found that expertise had the strongest influence on purchase intentions.

Question 18

Expertise and trustworthiness are very important when focusing on source _____,one of the categories of source attributes.
A)power
B)attractiveness
C)credibility
D)identification
E)image

Accepted Answer

Credibility is specifically related to the expertise and trustworthiness of a source, making it the most suitable choice for the given statement. Power, attractiveness, identification, and image are related to other aspects of source attributes.

Question 19

A series of anti-smoking commercials show three people having fun and then one getting killed in some particularly gruesome fashion using some bogus product.The tag at the end of the commercial reads,"The only product that is allowed to kill one out of every three people is tobacco." What combination of independent and dependent variables does the advertiser using the persuasion matrix consider for this commercial?
A)source/attention
B)source/comprehension
C)message/yielding
D)channel/behavior
E)receiver/attention

Accepted Answer

The answer of A series of anti-smoking commercials show three...

Question 20

A pharmaceutical company wants to promote a new over-the-counter allergy inhaler.The company has hired as its spokesperson an actor who has played a physician for several years on a popular soap opera.The first line of the commercial is,"Hi.I play a doctor on television." For people who are unfamiliar with this actor,the message source lacks _____,one of the source attribute categories.
A)credibility
B)power
C)positive image
D)attractiveness
E)charisma

Accepted Answer

Credibility refers to the believability of the message source. If the audience is unfamiliar with the actor, they may not find him credible as a spokesperson for the allergy inhaler, even though he has played a doctor on television.

Quiz 6: Source,message,and Channel Factors

According to the persuasion matrix,which of the following is NOT a controllable communication component?

The _____ is a planning tool that can be used by marketers to consider how controllable elements of the communications process interact with the consumers' response process.

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

When FX cable network promotes its television show The Shield,it shows bloody and provocative excerpts from upcoming episodes.Which combination of independent and dependent variables does the advertiser using the persuasion matrix consider for this commercial?

Which of the following would be an example of a message source?

Information from a credible source influences beliefs,opinions,attitudes,and/or behaviors through a process known as:

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:

Marketers try to select spokespeople whose traits will maximize their message influence.The three categories of source attributes that should be considered during the selection process are:

According to the persuasion matrix,which of the following is NOT a dependent variable or stage in the response process?

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

Three reasons marketers are paying huge sums to have Tiger Woods as their celebrity spokesperson include:

One of the criticisms of using celebrities in advertising is consumers may remember the celebrity but not what they were promoting.Which of the following is NOT one of the products/services Tiger Woods is promoting?

What combination of independent and dependent variables of the persuasion matrix did The Golf Channel consider when it hired Canadian golfing pro Steve Allen to be its spokesperson in a Canadian advertising campaign and assumed he would be noticed by Canadians who golf and are interested in golf?

A marketer of supercomputers would 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 spokesperson who delivers an advertising message and/or demonstrates a product or service is known as a(n) :

A study by Roobina Ohanian of consumers' perceptions of celebrity endorsers found that the characteristic which influenced consumers' intentions to purchase a product endorsed by a celebrity was perceived:

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