Advertising Promotion Integrated Marketing Communications, International 9th Edition By Terence – Test Bank

Chapter 11—Endorsers and Message Appeals in Advertising

TRUE/FALSE

1. Voluntary attention is engaged when consumers devote attention to an advertisement or other marcom message that is perceived as relevant to their current purchase-related goals.

ANS: T PTS: 1

2. Involuntary attention requires little or no effort on the part of a receiver.

ANS: T PTS: 1

3. Habituation occurs when a stimulus becomes more familiar to people.

ANS: T PTS: 1

4. Marketers can enhance consumers’ motivation to process brand information by using celebrities in the advertising.

ANS: F PTS: 1

5. Marketers can enhance consumers’ opportunity to encode information by repeating the ad on multiple occasions.

ANS: T PTS: 1

6. Marketers can enhance the consumers’ ability to access knowledge structures by employing verbal framing.

ANS: T PTS: 1

7. Concretizing is rarely used in advertising because it does not facilitate consumer learning and retrieval of brand information.

ANS: F PTS: 1

8. For the most part, the willingness of advertisers to make significant monetary investments in celebrity endorsers for their products has been justified.

ANS: T PTS: 1

9. The stock prices of companies have not been shown to be related to the use of celebrity endorsers.

ANS: F PTS: 1

10. Internalization occurs when the receiver accepts the endorser’s position on an issue as his or her own.

ANS: T PTS: 1

11. If the source of a message is forgotten or if the source switches to a different position, an internalized attitude will be lost.