Chapter 11—Endorsers and Message Appeals in Advertising

Chapter 11—Endorsers and Message Appeals in Advertising

Complete Chapter Questions With Answers

Sample Questions Are Posted Below

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