Communication Planning Quiz

What is a direct source in communication planning?

• C. A source that administers rewards and punishment

• A. A spokesperson who delivers a promotional message

• D. A source that influences beliefs through internalization

• B. A source that draws attention to a message

Which of the following is NOT a sub-component of source attractiveness?

• C. Trustworthiness

• B. Familiarity

• D. Likeability

• A. Similarity

What is the purpose of fear appeals in advertising?

• D. To draw attention to the ad using a physically attractive model

• C. To present logical information about a product

• B. To attract attention through humor

• A. To create anxiety and encourage action

Which type of message structure suggests that information at the beginning is most effective?

• A. Primacy effect

• B. Recency effect

• C. Conclusion drawing

• D. Message sidedness

What is the main consideration when using celebrities as endorsers?

• D. Overexposing them to increase credibility

• A. Ensuring they are physically attractive models

• C. Using them for fear appeals in advertising

• B. Matching them with the image of the product and target market

Which type of appeal is designed to evoke emotional reactions?

• A. Comparative advertising

• B. Fear appeals

• C. Rational appeals

• D. Humor appeals

What is the purpose of message appeals in marketing communications?

• A. To determine the channel for message delivery

• B. To structure the information for presentation

• C. To communicate the promotional message

• D. To choose an appropriate source

Which factor influences the compliance process in persuasion?

• D. Message appeals

• C. Source power

• B. Source attractiveness

• A. Source credibility

What is the main difference between personal and nonpersonal channels in communication?

• B. Nonpersonal channels involve word-of-mouth communication

• D. Nonpersonal channels do not involve direct interaction with the receiver

• A. Personal channels are more expensive than nonpersonal channels

• C. Personal channels include advertising and promotion programs

What does clutter refer to in the context of channel factors?

• D. The external pacing of information from broadcast media

• C. The non-program material in the broadcast environment

• B. The positive or negative influence of the medium on the message

• A. The number and type of consumers reached by the media