Exam 2 All MCs from Stukent
Questions and Answers 100% Pass
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.
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,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
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, 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
This is the manifestation of all the environmental and internal factors that impact a
consumer's mood.
Brittie Donald, All Rights Reserved © 2025 3
Questions and Answers 100% Pass
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.
Brittie Donald, All Rights Reserved © 2025 1
,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
Brittie Donald, All Rights Reserved © 2025 2
, 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
This is the manifestation of all the environmental and internal factors that impact a
consumer's mood.
Brittie Donald, All Rights Reserved © 2025 3
