Exam 2 All MCs from Stukent UPDATED
Exam Questions and CORRECT Answers
True or False: Rational appeals use facts and reasoning to persuade consumers to choose the
product being discussed. - CORRECT ANSWER - 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. - CORRECT ANSWER -
True
Television advertisements are an example of ________ communication.
a) One-to-many
b) One-to-few
c) One-to-group
d) One-to-all - CORRECT ANSWER - d) One-to-all
True or False: One-to-all is the most effective and labor-intensive form of marketing
communication. - CORRECT ANSWER - False
If a brand's consumer has a low need for cognition, consumers are more likely to be persuaded
by ________ framed messages.
a) Indirectly
b) Positively
c) Neutrally
d) Negatively - CORRECT ANSWER - 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 - CORRECT ANSWER - 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 - CORRECT ANSWER - d) First in the sequence
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 - CORRECT ANSWER - 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. - CORRECT ANSWER - 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 - CORRECT ANSWER - c) Rational
This is the manifestation of all the environmental and internal factors that impact a consumer's
mood.
Exam Questions and CORRECT Answers
True or False: Rational appeals use facts and reasoning to persuade consumers to choose the
product being discussed. - CORRECT ANSWER - 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. - CORRECT ANSWER -
True
Television advertisements are an example of ________ communication.
a) One-to-many
b) One-to-few
c) One-to-group
d) One-to-all - CORRECT ANSWER - d) One-to-all
True or False: One-to-all is the most effective and labor-intensive form of marketing
communication. - CORRECT ANSWER - False
If a brand's consumer has a low need for cognition, consumers are more likely to be persuaded
by ________ framed messages.
a) Indirectly
b) Positively
c) Neutrally
d) Negatively - CORRECT ANSWER - 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 - CORRECT ANSWER - 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 - CORRECT ANSWER - d) First in the sequence
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 - CORRECT ANSWER - 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. - CORRECT ANSWER - 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 - CORRECT ANSWER - c) Rational
This is the manifestation of all the environmental and internal factors that impact a consumer's
mood.
