POP materials stimulate impulse purchasing.
a. True
b. False
Indicate whether the statement is true or false
Question 2Which of the following factors is important when selecting celebrity endorsers?
a. the ease/difficulty of working with the celebrity
b. the match between the celebrity and the audience
c. the cost of the celebrity
d. the likelihood of the celebrity getting into trouble
e. All of these are correct.
Question 3The encoding specificity principle states that information recall is enhanced when the context in which people attempt to retrieve information is at least similar to the context in which they originally encoded the information.
a. True
b. False
Indicate whether the statement is true or false
Question 4What is the fundamental issues advertisers should consider when using fear in advertising?
a. determining the audience's perceived response efficacy
b. determining how intense the threat should be
c. determining the audience's perceived self-efficacy
d. establishing the perceived threat
e. establishing social disapproval
Question 5MIRROR is an initiative for acquiring standard diagnostics for measuring the performance of in-store media.
a. True
b. False
Indicate whether the statement is true or false
Question 6When Josh was seventeen, he killed a family of four in a drunk driving accident. As part of his community service, Josh goes around to high schools telling other teens about the terrible thing he did in an attempt to prevent them from doing the same thing. Based on this information, why do you think Josh is considered an attractive source for this type of message?
a. He is perceived as similar to the audience he is trying to influence.
b. He has earned a high level of respect due to his accomplishments.
c. He is physically attractive.
d. He is an inexpensive endorser for this cause.
e. He has a high Q-score.
Question 7Point-of-purchase materials influence consumers by reminding them of information acquired from other advertising media.
a. True
b. False
Indicate whether the statement is true or false
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