Question 1

When a target audience already holds a favorable opinion of a topic, a(n) _____ is most effective.
A)one-sided message
B)two-sided message
C)nonverbal appeal
D)open-ended message
E)fear appeal

Accepted Answer

When the target audience already holds a favorable opinion of a topic, a one-sided message that reinforces their existing beliefs and opinions is most effective. This approach avoids the risk of alienating the audience with a message that challenges their beliefs.

Question 2

A magazine ad for Spotless Fabric Care detergent states that it cleans stains better than either Fauna detergent or Neon Laundry detergent. Therefore, this ad is an example of:
A)confrontational advertising.
B)two-sided advertising.
C)comparative advertising.
D)a recency appeal.
E)refutational advertising.

Accepted Answer

The ad compares Spotless Fabric Care detergent with Fauna detergent and Neon Laundry detergent, indicating that it cleans stains better than both. This is an example of comparative advertising.

Question 3

Which of the following is true of refutational appeals?
A)They are not as effective as one-sided messages.
B)They do not feature negative connotations of the products advertised.
C)They tend to "inoculate" the target audience against a competitor's counterclaims.
D)They are used typically when the target audience is less educated.
E)They are a special type of one-side messagE.In a special type of two-sided message known as a refutational appeal, a communicator presents both sides of an issue and then refutes an opposing viewpoint.Since refutational appeals tend to "inoculate" the target audience against a competitor's counterclaims, they are more effective than one-sided messages.

Accepted Answer

Refutational appeals tend to "inoculate" the target audience against a competitor's counterclaims, making them more effective in persuasion.

Question 4

A two-sided message with a refutational appeal is more effective than a one-sided message because it:
A)presents only arguments favoring an advertiser's position.
B)puts the strongest arguments in the middle of an advertising message.
C)inoculates the target audience against a competitor's counterclaim.
D)increases the level of counterargument.
E)is easily understood and accepted by the target audiencE.Since refutational appeals tend to "inoculate" the target audience against a competitor's counterclaims, they are more effective than one-sided messages in making consumers resistant to an opposing message.

Accepted Answer

Refutational appeals in a two-sided message can inoculate the target audience against a competitor's counterclaim, increasing the effectiveness of the message.

Question 5

Which of the following situations would be most conducive to the use of a comparative advertising message?
A)When a company is a market leader with high market share
B)When a company is a market leader and is concerned about a new, smaller company entering the market
C)When a market leader wants to promote its brand to customers of smaller companies in the same industry
D)When a company with a new brand wants to position that brand against established brands
E)When a company wants its audience to know the different companies that it is competing with

Accepted Answer

Comparative advertising is most effective when a new brand wants to position itself against established brands to highlight its unique features or advantages.

Question 6

In its ads, Xenon, an antibacterial mouthwash, claims to effectively kill germs but admits to possessing a bittersweet taste. This is an example of a:
A)one-sided message.
B)two-sided message.
C)confrontational appeal.
D)conclusive message.
E)slice-of-life commercial.

Accepted Answer

Xenon's ad acknowledges both positive and negative aspects of its product, making it a two-sided message. It presents the benefits of killing germs, while admitting the bittersweet taste.

Question 7

Which of the following statements best describes a reason for using comparative advertising?
A)It prevents a new market entrant from positioning itself against established brands.
B)It positions a brand in the evoked set of alternate brands that consumers consider.
C)It is perceived as more ethical than non-comparative ads.
D)It is generally not considered to be useful for new brands.
E)It is not permitted by the Federal Trade Commission.

Accepted Answer

Comparative advertising helps position a brand in the evoked set of alternate brands that consumers consider by highlighting the brand's advantages over its competitors. This can increase the brand's visibility and consideration.

Question 8

While designing a commercial for Bliss Burgers, the marketing department proposed using a two-sided message structure. However, the company management was apprehensive and insisted on using a one-sided advertising message. Which of the following statements best describes the reason for the management's apprehension?
A)The management was concerned about the impact of a two-sided message on source credibility.
B)The management was concerned over presenting only the negative attributes of Bliss Burgers.
C)The management was concerned over the negative effects of acknowledging a weakness in its brand.
D)Two-sided messages were proven ineffective by a number of different advertising research studies.
E)Two-sided messages cause consumers to expect more than any product could offer.

Accepted Answer

The management's apprehension about using a two-sided message structure is likely due to concerns about acknowledging weaknesses in the Bliss Burgers brand, which could have negative effects on its image and reputation. One-sided messages allow the company to present only positive attributes and avoid potentially damaging admissions of fault or deficiency.

Question 9

A(n) _____ is a special type of two-sided message in which a communicator presents both sides of an issue and then disproves an opposing viewpoint.
A)contradictory appeal
B)nonverbal message
C)emotional appeal
D)refutational appeal
E)slice-of-life appeal

Accepted Answer

A refutational appeal is a special type of two-sided message that presents both sides of an issue and then disproves an opposing viewpoint. This technique is often used in persuasive messages, such as advertising or political speeches, to address potential objections or counterarguments that the audience may have. By presenting and refuting an opposing viewpoint, the communicator can build credibility, demonstrate expertise, and increase the persuasiveness of their message.

Question 10

_____ is the practice of either directly or indirectly naming competitors in an ad and measuring the similarity or dissimilarity of one or more specific attributes.
A)Slice-of-life advertising
B)Two-sided advertising
C)Comparative advertising
D)Verbal appealing
E)Refutation advertising

Accepted Answer

Comparative advertising is the practice of either directly or indirectly naming competitors in an ad and measuring the similarity or dissimilarity of one or more specific attributes.

Question 11

"Pamper yourself with Silk Sheen body lotion. It's better for your skin than Inflame, Genesis, or Dusk body lotions." This headline from a Silk Sheen ad in Belle Ménage Magazine is an example of:
A)confrontational advertising.
B)two-sided advertising.
C)comparative advertising.
D)a recency appeal.
E)refutational advertising.

Accepted Answer

The headline is comparing Silk Sheen with other body lotions and claiming that it is better for the skin. This is an example of comparative advertising.

Question 12

Typically, advertisers design ads in which the visual portion is incongruent with or contradicts the verbal information in order to:
A)gain the attention of consumers.
B)enable consumers to draw their own conclusions.
C)reinforce the primacy effect.
D)get consumers to engage in more simplistic processing.
E)distract consumers from the negative aspects of the product.

Accepted Answer

Advertisers design ads in which the visual portion is incongruent with or contradicts the verbal information in order to gain the attention of consumers. This technique is known as "incongruity advertising" and is used to create a surprise or shock that interrupts the consumer's attention and promotes the memory retention of the ad.

Question 13

An ad for Trice antacid shows a patron at a restaurant asking for Trice to alleviate heartburn. The waiter points to a bowl that is filled with a mix of Oxyline, Polar, Trice, and other antacids. The waiter says that all antacids are the same and the patron then explains to him that Trice is the only antacid that has vitamin E. In this scenario, Trice is using:
A) one-sided advertising.
B) two-sided advertising.
C) comparative advertising.
D) verbal appeals.
E) refutation.

Accepted Answer

Trice is using comparative advertising by highlighting that their product has a unique feature (vitamin E) that other antacids in the bowl do not have. They are also refuting the waiter's claim that all antacids are the same by pointing out this distinctive feature.

Question 14

A magazine ad features a picture of a woman walking along a beach on a bright, sunny day with the headline, "Arianne sun screen lotion provides better UV protection than Gisele sun screen." This ad is an example of:
A)confrontational advertising.
B)two-sided advertising.
C)comparative advertising.
D)a verbal appeal.
E)refutational advertising.

Accepted Answer

The ad is comparing two brands of sun screen and claiming that Arianne provides better UV protection than Gisele. This is an example of comparative advertising.

Question 15

Wafers Lounge Inc., a manufacturer of packaged foods, specializes in potato-based snacks, features ads which acknowledge the perception that potatoes are fattening. However, they subsequently present information that counters this belief. This is an example of:
A)conclusion drawing.
B)a fear appeal.
C)a refutational appeal.
D)a humorous appeal.
E)an affective conclusion.

Accepted Answer

This is a refutational appeal because it acknowledges a common belief (that potatoes are fattening) and offers evidence that counters this belief to persuade consumers to buy their products.

Question 16

Krypton Inc., a toothbrush manufacturer, prints a magazine ad with a picture of a smiling, toothless monster with a caption that reads, "Smooth care for your teeth and gums." Krypton's advertisers believe that using a picture that contradicts the verbal message will grab more attention, thus:
A)getting consumers to engage in more elaborative processing.
B)stimulating immediate purchasing behaviors in consumers.
C)reinforcing the primacy effect.
D)reinforcing the recency effect.
E)creating a strong refutational appeal.

Accepted Answer

By using a picture that contradicts the verbal message, Krypton Inc. is creating a novelty effect that will make the consumer stop and pay more attention to the ad. This increased attention will lead to more elaborative processing, where the consumer will think more deeply about the message and the product, making it more likely that they will remember it and consider purchasing the toothbrush.

Question 17

A radio commercial begins with the following line: "Our competitors think we can't sell furniture for so little money, but we want our customers to know that we work hard to bring you value for your dollar, and our prices are for real." The furniture store is using a(n) _____ appeal.
A)one-sided
B)functional
C)emotional
D)refutational
E)slice-of-life

Accepted Answer

The commercial uses a refutational appeal by addressing the argument made by their competitors that they can't sell furniture for so little money. They are trying to refute this argument by stating that they work hard to bring value for the customer's dollar and their prices are real, thus persuading their customers to trust and believe in their brand.

Question 18

An advertisement for Pete's Peanut Butter centers on the perception that peanut butter has a high fat content. It goes on to state that Pete's Peanut Butter is a rich source of protein and fiber and also has a great taste. The ad closes by stating that Pete's Peanut Butter contains less fat than most other peanut butter brands in the market. This is an example of a:
A)confrontational appeal.
B)recency appeal.
C)nonverbal message.
D)refutational appeal.
E)one-sided messagE.In the above scenario, Pete's Peanut Butter is using a refutational appeal.In a special type of two-sided message known as a refutational appeal, a communicator presents both sides of an issue and then refutes an opposing viewpoint.

Accepted Answer

The advertisement for Pete's Peanut Butter uses a refutational appeal by acknowledging the common perception that peanut butter has a high fat content and then refuting it by highlighting the product's high protein and fiber content, as well as its lower fat content compared to other brands.

Question 19

Mars Inc. aired a radio ad for its pizza with a catchy jingle that garnered huge appreciation. After two weeks, it ran a magazine ad for the pizza but failed in its appeal. Which of the following reasons can be accounted for the reduction in persuasiveness of the magazine ad for Mars's pizza?
A)The magazine ad is part of a huge clutter which has negatively affected the attitude of the target audience toward Mars's Pizza.
B)The processing stimulated by the magazine ad is less controlled and less favorable than the processing stimulated by the radio ad.
C)In order to view a magazine ad, people have to buy the magazine which features the ad, resulting in reduced appeal.
D)The magazine ad does not create a primacy effect unlike the radio ad.
E)The radio ad creates a stimulation based on the recency effect, unlike the magazine ad.

Accepted Answer

The reduced persuasiveness of the magazine ad can be accounted for by the fact that the processing stimulated by the magazine ad is less controlled and less favorable than the processing stimulated by the radio ad. Radio ads have a strong auditory component that captures the attention of the listener, while magazine ads rely on visual processing, which can be more easily ignored or not given full attention.

Question 20

_____ are messages that mention only positive product attributes or benefits.
A)One-sided messages
B)Close-ended messages
C)Refutational appeals
D)Conclusive messages
E)Slice-of-life messages

Accepted Answer

One-sided messages are those that only mention positive attributes or benefits of a product, without mentioning any negative aspects. This type of messaging can be effective in certain situations, such as when the target audience already has a positive perception of the brand or product.

Quiz 6: Source, Message, and Channel Factors

When a target audience already holds a favorable opinion of a topic, a(n) _____ is most effective.

A magazine ad for Spotless Fabric Care detergent states that it cleans stains better than either Fauna detergent or Neon Laundry detergent. Therefore, this ad is an example of:

Which of the following is true of refutational appeals?

A two-sided message with a refutational appeal is more effective than a one-sided message because it:

Which of the following situations would be most conducive to the use of a comparative advertising message?

In its ads, Xenon, an antibacterial mouthwash, claims to effectively kill germs but admits to possessing a bittersweet taste. This is an example of a:

Which of the following statements best describes a reason for using comparative advertising?

A(n) _____ is a special type of two-sided message in which a communicator presents both sides of an issue and then disproves an opposing viewpoint.

_____ is the practice of either directly or indirectly naming competitors in an ad and measuring the similarity or dissimilarity of one or more specific attributes.

"Pamper yourself with Silk Sheen body lotion. It's better for your skin than Inflame, Genesis, or Dusk body lotions." This headline from a Silk Sheen ad in Belle Ménage Magazine is an example of:

Typically, advertisers design ads in which the visual portion is incongruent with or contradicts the verbal information in order to:

A magazine ad features a picture of a woman walking along a beach on a bright, sunny day with the headline, "Arianne sun screen lotion provides better UV protection than Gisele sun screen." This ad is an example of:

Wafers Lounge Inc., a manufacturer of packaged foods, specializes in potato-based snacks, features ads which acknowledge the perception that potatoes are fattening. However, they subsequently present information that counters this belief. This is an example of:

Krypton Inc., a toothbrush manufacturer, prints a magazine ad with a picture of a smiling, toothless monster with a caption that reads, "Smooth care for your teeth and gums." Krypton's advertisers believe that using a picture that contradicts the verbal message will grab more attention, thus:

A radio commercial begins with the following line: "Our competitors think we can't sell furniture for so little money, but we want our customers to know that we work hard to bring you value for your dollar, and our prices are for real." The furniture store is using a(n) _____ appeal.

Mars Inc. aired a radio ad for its pizza with a catchy jingle that garnered huge appreciation. After two weeks, it ran a magazine ad for the pizza but failed in its appeal. Which of the following reasons can be accounted for the reduction in persuasiveness of the magazine ad for Mars's pizza?

_____ are messages that mention only positive product attributes or benefits.