Researchers have found that people who have a higher ______ are more responsive to humorous ads that ...

Researchers have found that people who have a higher ______ are more responsive to humorous ads that those who score lower in this trait.
 a. level of insensitivity
  b. pain tolerance
  c. need for humor
  d. level of sensitivity
  e. level of empathy

Question 2

Showings for out-of-home advertising are quoted in increments of 5 and are designated as 25, 50, 75, and 100.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 3

Which of the following is an endorsement alternative that avoids the risk associated with the trouble factor?
 a. use celebrities that are no longer living
  b. use spokescharacters
  c. use celebrities who have never broken the law
  d. a and b only
  e. a, b, and c

Question 4

A showing is the percent of the population that is theoretically exposed to an advertiser's billboard message.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 5

The Aflac duck is an example of what type of endorser?
 a. celebrity
  b. spokescharacter
  c. typical-person
  d. dead celebrity
  e. None of these are correct.

Question 6

Painted bulletins are generally purchased on a monthly basis.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 7

Which of the following is true regarding the value the investment community places on celebrity endorsers?
 a. Stock prices can increase when a company announces celebrity-endorsement contracts.
  b. Stock prices can decrease when negative publicity reaches the media about a celebrity who endorses one of the company's brands
  c. The investment community does not consider the use of a celebrity endorser when determining stock price.
  d. a and b only
  e. a, b, and c

Question 8

Painted bulletins are hand painted directly on the billboard by artists hired by the billboard owner.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 9

An advertiser is hesitant to hire a certain celebrity endorser because that celebrity has a reputation for getting in trouble with the law. In this situation, the advertiser is considering ______.
 a. celebrity credibility
  b. the cost factor
  c. the trouble factor
  d. the saturation factor
  e. working ease