Question 1
_____ is defined as an attraction for a source based on a resemblance between the source and receiver.
Likability
Familiarity
Similarity
Expertise
Power
1 points
Question 2
NYNEX owned a substantial portion of the yellow pages advertising business in the New York/New England region, which it needed to protect following the breakup of AT&T. To protect itself from competitors, NYNEX ran a series of ads. One was a picture of a blue rabbit and headlined, “Hair Tinting.” Another showed Barbie and Ken dressed in doctor costumes and headlined “Plastic Surgeons.” At the bottom of each ad was the tag line, “If it’s out there, it’s in NYNEX yellow pages.” This approach to yellow pages listings was successful because it had a _____ appeal.
Fear
two-sided
refutational
comparative
humorous
1 points
Question 3
Expertise and trustworthiness are very important when focusing on source ____, one of the categories of source attributes.
power
attractiveness
credibility
identification
image
1 points
Question 4
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.
one-sided
functional
emotional
refutational
slice-of-life
1 points
Question 5
When marketers want to build attitudes that are resistant to attacks or criticism of their product by a competitor, they can use a(n):
one-sided message.
nonverbal message.
emotional appeal.
refutational appeal.
slice-of-life appeal.
1 points
Question 6
_____ is the series of decisions involved in delivering the promotional message to the prospective purchasers and/or users of the product or brand.
Creative strategies
Media Planning
Distribution strategy
Media vehicles
Program rating
1 points
Question 7
_____ is the number of times a receiver is exposed to a message in a given time period.
Potency
Reach
Coverage
Frequency
Mediatronics
1 points
Question 8
_____ refers to the potential audience that might receive the message through a vehicle.
Frequency
Reach
Viewer number
Coverage
Exposure
1 points
Question 9
After the situation analysis and the development of both the marketing and creative strategy plans, it is time to develop the media plan. The first step in developing a media plan is to:
create a media plan committee.
set the media objectives.
determine the reach, frequency, and coverage of all available media.
select broad media classes.
develop advertising campaigns.
1 points
Question 10
The times during the year when television audiences are measured in order to set advertising rates are called:
sweeps periods.
GRP flighting periods.
frequency estimates.
availabilities.
upgraded media scheduling.
