Exam 2 All MCs from Stukent Questions And
Answers 100% Correct
True or False: Rational appeals use facts and reasoning to persuade consumers to choose the
product being discussed. True
True or False: An emotional appeal uses imagery, copy, music, or other tactics to appeal to a
consumer's feelings about a product, service, or issue at hand. True
Television advertisements are an example of ________ communication.
a) One-to-many
b) One-to-few
c) One-to-group
d) One-to-all d) One-to-all
True or False: One-to-all is the most effective and labor-intensive form of marketing
communication. False
If a brand's consumer has a low need for cognition, consumers are more likely to be persuaded
by ________ framed messages.
, Exam 2 All MCs from Stukent Questions And
Answers 100% Correct
a) Indirectly
b) Positively
c) Neutrally
d) Negatively d) Negatively
A marketer acknowledging competing products in company messaging and sharing why his or
her product is superior to that of the competition defines ________.
a) Outward communication
b) One-sided communication
c) Two-sided communication
d) Competing communication c) Two-sided communication
On TV, the commercials that have the best recall are shown ________ of a commercial break.
a) At any position in the sequence
b) In the middle of the sequence
c) Last in the sequence
d) First in the sequence d) First in the sequence
, Exam 2 All MCs from Stukent Questions And
Answers 100% Correct
The ________ is the creative glue that hooks the reader or viewer of an advertisement by trying
to connect the brand to the consumer's wants and needs.
a) Content driver
b) Marketing configuration
c) Advertising appeal
d) Direct motivation c) Advertising appeal
True or False: Environmental noise occurs when the sender causes a disruption that makes it
difficult for the consumer to process the message at hand. False
While there are scores of advertising appeals for marketers to choose from, according to the
chapter, one way of categorizing them and understanding the options is to examine both
emotional and ________ appeals.
a) Functional
b) Relational
c) Rational
d) Transitional c) Rational
Answers 100% Correct
True or False: Rational appeals use facts and reasoning to persuade consumers to choose the
product being discussed. True
True or False: An emotional appeal uses imagery, copy, music, or other tactics to appeal to a
consumer's feelings about a product, service, or issue at hand. True
Television advertisements are an example of ________ communication.
a) One-to-many
b) One-to-few
c) One-to-group
d) One-to-all d) One-to-all
True or False: One-to-all is the most effective and labor-intensive form of marketing
communication. False
If a brand's consumer has a low need for cognition, consumers are more likely to be persuaded
by ________ framed messages.
, Exam 2 All MCs from Stukent Questions And
Answers 100% Correct
a) Indirectly
b) Positively
c) Neutrally
d) Negatively d) Negatively
A marketer acknowledging competing products in company messaging and sharing why his or
her product is superior to that of the competition defines ________.
a) Outward communication
b) One-sided communication
c) Two-sided communication
d) Competing communication c) Two-sided communication
On TV, the commercials that have the best recall are shown ________ of a commercial break.
a) At any position in the sequence
b) In the middle of the sequence
c) Last in the sequence
d) First in the sequence d) First in the sequence
, Exam 2 All MCs from Stukent Questions And
Answers 100% Correct
The ________ is the creative glue that hooks the reader or viewer of an advertisement by trying
to connect the brand to the consumer's wants and needs.
a) Content driver
b) Marketing configuration
c) Advertising appeal
d) Direct motivation c) Advertising appeal
True or False: Environmental noise occurs when the sender causes a disruption that makes it
difficult for the consumer to process the message at hand. False
While there are scores of advertising appeals for marketers to choose from, according to the
chapter, one way of categorizing them and understanding the options is to examine both
emotional and ________ appeals.
a) Functional
b) Relational
c) Rational
d) Transitional c) Rational
