Question 1

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

Accepted Answer

The primacy effect refers to the tendency for people to better remember information presented at the beginning of a message. Therefore, presenting the strongest arguments at the beginning would take advantage of this effect and be more impactful in the long run.

Question 2

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.

Accepted Answer

Emma Hunt's perceived sincerity and interest in the "Keep the World Green" campaign helps her come across with perceived concern as a message source for the audience.

Question 3

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.

Accepted Answer

Presenting strong points first can reduce the level of counterargument because it allows the audience to engage with the strongest arguments before their initial opposition biases them against the message. By addressing their concerns upfront, the communicator is more likely to break down the audience’s initial opposition and open them up to further persuasion.

Question 4

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.

Accepted Answer

The primacy effect suggests that information presented first is more likely to be remembered, so placing the most important message in the heading aims to capitalize on this effect.

Question 5

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

Accepted Answer

Message structure refers to the way in which a message is organized, including the order of presentation, conclusion drawing, and refutation. These elements can have a significant impact on the effectiveness of the message in terms of persuasion and comprehension.

Question 6

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

Accepted Answer

The recency effect is the tendency for people to remember the most recent information they have received. By placing the strongest arguments at the end of a message, advertisers are relying on the recency effect to make those arguments more memorable and persuasive.

Question 7

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.

Accepted Answer

The ad is designed to let the target audience draw their own conclusions about how they can relive their childhood this summer by visiting one of the Fantasia ice cream parlors listed in the ad. It does not use a rational appeal or refutation, nor does it express a two-sided message. The effectiveness of the ad may depend on the context of the advertising medium (e.g. the reach of the local newspaper among the target audience).

Question 8

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.

Accepted Answer

Persuasion induced through compliance is usually superficial in nature as it is based on the receiver's desire to comply with the source's request rather than a genuine change in attitude or belief. This type of persuasion is often seen in nonpersonal influence situations such as advertising or mass communication. Personal selling situations may not be as effective for compliance-based persuasion as the receiver has more time to consider their decision and may not feel the social pressure to comply that they would in a less personal setting. Celebrity endorsement may also play a role in compliance-based persuasion, but it is not the only factor. It is also important to note that while compliance may result in the receiver initially accepting the source's position or request, it may not lead to long-term behavior change.

Question 9

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

Accepted Answer

The use of physically attractive models is most effective in promoting beauty or fashion related products, such as lipstick.

Question 10

_____ 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

Accepted Answer

Compliance is the process by which a source perceived by a receiver as having high power can influence the receiver's behavior. Compliance refers to the recipient's willingness to go along with the source's direct request, but without actually changing their beliefs or attitudes. Internalization refers to a deeper level of influence, where the recipient adopts the attitude or behavior of the source. Identification refers to a process where a recipient aligns their behavior with the source because they believe the source is attractive or similar to themselves. Retention and scrutiny are not relevant to the question.

Question 11

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.

Accepted Answer

When the objective is to achieve immediate action, it is important for the message to draw a clear and definite conclusion that calls for the desired action. This is especially relevant in cases where the audience may have a limited attention span or may need to be motivated to take action quickly.

Question 12

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.

Accepted Answer

Less educated audiences may benefit from explicit conclusions as they might find it easier to understand and process the message without needing to infer the conclusion themselves.

Question 13

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.

Accepted Answer

Compliance refers to the process in which the receiver conforms to the influencer's request due to the existence of rewards and punishments. In this case, the source has the power to either give a desirable reward or punishment to the receiver, which makes the receiver comply with their request. Other processes such as identification and internalization occur when the source has a certain level of attractiveness, expertise, or credibility, but they do not necessarily involve rewards and punishments. Therefore, compliance is the best choice in this scenario.

Question 14

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

Accepted Answer

The advertisement uses the primacy effect to gain reader attention by presenting the strongest point first, which is the warning signs of Alzheimer's. This is a common advertising technique used to capture the audience's attention and interest.

Question 15

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.

Accepted Answer

The recency effect refers to the phenomenon where people are more likely to remember information that was presented to them last. By placing the strongest point at the end of the ad, the source is hoping that it will be more memorable and impactful for the audience.

Question 16

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

Accepted Answer

An open-ended message is the best choice if immediate behavior is not an objective and if repeated exposure will give the target audience an opportunity to draw its own conclusions. Open-ended messages are designed to create discussion and encourage the audience to engage with the message.

Question 17

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.

Accepted Answer

Power as a source characteristic is based on the source's ability to administer rewards and punishments to the receiver. This power can be effective in personal and nonpersonal communication situations, but the source must be perceived as having the ability to administer both positive and negative consequences. The receiver's estimate of the source's ability to observe conformity is also important in determining the extent of source power.

Question 18

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.

Accepted Answer

By ending with the directive to visit the company website and the guarantee of convincing consumers to buy the company's products, Flora is hoping to benefit from the recency effect, which suggests that information presented last is more likely to be remembered and have an impact on the audience.

Question 19

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.

Accepted Answer

Perceived control refers to the extent to which the message source is perceived to have the ability to enforce compliance with the advocated behavior. In this case, viewers perceiving Darrell as being able to mete out punishment implies that he has perceived control over enforcing compliance with environmental policies.

Question 20

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.

Accepted Answer

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.

Quiz 6: Source, Message, and Channel Factors

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

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

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

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

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:

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

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

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

Marketers should draw definite conclusions in their advertising messages when:

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

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

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?

Which of the following statements is true of source power?

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