Advertisers must remain aware of how advertising context

­1. The passage mentions which of the following as a factor that may influence the effectiveness of a broadcast advertisement? 

Explanation

The passage discusses how advertising context, particularly the program or editorial material in which an advertisement is embedded, can significantly influence the audience's perception of the advertisement and, consequently, its effectiveness.

A) While the quality of the advertisement is undoubtedly important for its effectiveness, the passage primarily emphasizes the influence of the advertising context, such as the program content, on the audience's perception and evaluation of the advertisement. Therefore, while advertisement quality is relevant, it's not the focus of the passage in terms of factors influencing effectiveness.

B) The passage briefly mentions that some studies suggest advertisements can be more effective if embedded in television programs that are upbeat and positive. However, it also acknowledges that positive program-induced feelings may not always result in more favorable consumer responses. So, while the tone of the advertisement might play a role, the passage emphasizes the broader influence of the program context rather than the specific intention behind the advertisement's tone.

C) Although the passage discusses program liking (PL) as a factor, it does not explicitly mention whether the advertisement itself contributes positively to program liking. Rather, it emphasizes the broader influence of program liking on ad evaluation. Therefore, while related, this option is not directly mentioned as a factor influencing the effectiveness of the advertisement according to the passage.

D) The timing of an advertisement within a program can indeed affect its effectiveness. However, while timing may be important, the passage primarily focuses on the broader influence of the program's content and the audience's affective responses to it on the evaluation of the advertisement and the brand. Therefore, while relevant, this option is not explicitly mentioned as a factor influencing the effectiveness of the advertisement in the passage.

E) This option aligns closely with the main theme of the passage, which emphasizes how the program or editorial material surrounding an advertisement can influence audience perceptions and evaluations. The passage discusses how positive or negative program-induced affect (PIA) can be transferred to ad evaluation and brand evaluations, highlighting the significance of the program's nature in shaping audience responses to advertisements.

Answer: E

2. It can be inferred from the passage that the "Other studies" mentioned in the highlighted text would best support which of the following claims about consumers who watch upbeat and positive programs? 

Explanation

The passage discusses how advertising context, specifically the program or editorial material in which an advertisement is embedded, can influence an audience's perception of the advertisement and its effectiveness. It mentions that research has shown that positive or negative program-induced affect (PIA) can be transferred to ad evaluation (Aad) and subsequently to brand evaluations (Ab). However, it also notes that some studies suggest that positive program-induced feelings may not always result in more favorable consumer responses. This suggests that positive PIA from upbeat and positive programs may not necessarily translate into more positive evaluations of the advertisements embedded within those programs.

A) is not directly supported by the passage. The passage does not compare the likelihood of experiencing positive PIA versus positive PL in consumers watching upbeat and positive programs.

B) contradicts the general understanding provided in the passage. The passage states that positive or negative PIA can be transferred to ad evaluation and subsequently to brand evaluations. Therefore, consumers are likely to experience positive PIA when watching upbeat and positive programs, although this positive affect may not always lead to more favorable evaluations of advertisements.

C) is supported by the passage. The passage suggests that while positive PIA from upbeat and positive programs may exist, it may not always result in more favorable consumer responses to advertisements embedded within those programs. Therefore, consumers may not necessarily transfer the positive PIA from these programs to ad evaluation.

D) is not supported by the passage. While the passage discusses the influence of advertising context on ad evaluation, it does not specifically compare the influence of positive ad context versus positive ad content in consumers watching upbeat and positive programs.

E) The passage mentions that positive or negative PIA can be transferred to ad evaluation and subsequently to brand evaluations, but it does not explicitly state whether consumers are more likely to transfer positive PIA to ad evaluation than to brand evaluation in the context of upbeat and positive programs.

Answer: C

­3. It can be inferred from the passage that one reason that the ads embedded in tragedies and soap operas are successful may be because which of the following is true? 

Explanation

A) contradicts the information provided in the passage. The passage explicitly states that tragedies and soap operas are examples of programs that elicit negative program-induced affect (PIA). Therefore, it is likely that the audience watching these programs does experience negative PIA, making option A incorrect.

C) The passage does not provide any comparison or discussion about the amount of negative PIA induced by tragedies and soap operas compared to early studies. Therefore, there is no evidence to support this claim, making option C incorrect.

D) While it is true that upbeat and positive ads can potentially counteract the effects of negative PIA, the passage does not specifically mention this as the reason for the success of ads embedded in tragedies and soap operas. Instead, it suggests that other factors must be considered, implying that the ads themselves being upbeat and positive is not the sole reason for their success. Thus, option D is incorrect.

E) While it is true that some studies suggest advertisements can be effective even in the context of negative PIA, the passage does not suggest that negative PIA directly generates positive ad evaluations. Therefore, option E is incorrect.

B) is supported by the passage. The passage mentions the importance of program liking (PL) and how it can influence ad evaluation. Tragedies and soap operas may have dedicated audiences who have a positive attitude toward these programs, which could contribute to positive ad evaluations.

Answer: B