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Communications Global 8th Edition Clow Test Bank
and-marketing-communications-global-8th-edition-clow-test-bank/
1. Credibility is the tendency to believe or trust someone.
a. True
b. False
ANSWER: True
POINTS: 1
REFERENCES: Source Attributes and Receiver Processing Modes
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: 11-2 - Explain the requirements and receiver processing modes for an effective endorser.
KEYWORDS: Remember
DATE CREATED: 3/22/2017 3:47 PM
DATE MODIFIED: 4/14/2017 9:44 AM
2. Products sometimes receive the explicit or tacit support of noncelebrities, also known as typical-person endorsers.
a. True
b. False
ANSWER: True
POINTS: 1
REFERENCES: The Role of Celebrity Endorsers in Advertising
LEARNING OBJECTIVES: 11-1 - Describe the role of endorsers in advertising.
KEYWORDS: Remember
3. Generalizations are scientific laws or principles that are drawn about the creation of effective advertising messages.
a. True
b. False
ANSWER: False
POINTS: 1
REFERENCES: Introduction
KEYWORDS: Remember
4. According to Kelman's source attributes and receiver processing modes, the primary source dimension is attitude
change.
a. True
b. False
ANSWER: False
POINTS: 1
Copyright Cengage Learning. Powered by Cognero. Page 1
KEYWORDS: Remember
DATE MODIFIED: 4/14/2017 4:08 PM
5. Kelman's three receiver processing modes are similarity, familiarity, and liking.
a. True
b. False
ANSWER: False
POINTS: 1
KEYWORDS: Remember
6. The source attribute of attractiveness is associated with the receiver processing mode of internalization.
a. True
b. False
ANSWER: False
POINTS: 1
KEYWORDS: Remember
7. The source attribute of power is associated with the receiver processing mode of compliance.
a. True
b. False
ANSWER: True
POINTS: 1
KEYWORDS: Remember

8. For the most part, the willingness of advertisers to make significant monetary investments in celebrity endorsers for
their products has been justified.
a. True
b. False
ANSWER: True
POINTS: 1
KEYWORDS: Remember
9. The stock prices of companies have not been shown to be related to the use of celebrity endorsers.
a. True
b. False
ANSWER: False
POINTS: 1
KEYWORDS: Remember
10. Internalization occurs when the receiver accepts the endorser's position on an issue as his or her own.
a. True
b. False
ANSWER: True
POINTS: 1
KEYWORDS: Remember
11. If the source of a message is forgotten or if the source switches to a different position, an internalized attitude will be
lost.
a. True
b. False
ANSWER: False
POINTS: 1
KEYWORDS: Remember
12. Trustworthiness refers to the perceived honesty, integrity, and believability of a source.
a. True
b. False
ANSWER: True
POINTS: 1
KEYWORDS: Remember
13. Compliance occurs when individuals are persuaded by a source because they hope to achieve a favorable reaction
from the source.
a. True
b. False
ANSWER: True
POINTS: 1
KEYWORDS: Remember
14. Expertise refers to the knowledge, experience, or skills possessed by an endorser as they relate to the communications
topic.
a. True
b. False
ANSWER: True
POINTS: 1
KEYWORDS: Remember
15. The target audience's perception of a spokesperson's expertise is more important than whether or not he or she actually
is an expert.
a. True
b. False
ANSWER: True
POINTS: 1
KEYWORDS: Remember
16. An endorser who is perceived as an expert on a given subject is more persuasive in changing audience opinions
pertaining to his or her area of expertise than an endorser who is not perceived as possessing the same characteristic.
a. True
b. False
ANSWER: True
POINTS: 1
KEYWORDS: Understand
17. When consumers find something in an endorser that they consider attractive, persuasion occurs through an
identification process.
a. True
b. False
ANSWER: True
POINTS: 1
KEYWORDS: Remember
18. Source attractiveness consists of three interrelated components: similarity, friendliness, and liking.

a. True
b. False
ANSWER: False
POINTS: 1
KEYWORDS: Remember
19. A celebrity endorser will not be perceived as attractive unless he or she simultaneously possesses the attributes of
physical attractiveness, respect, and similarity.
a. True
b. False
ANSWER: False
POINTS: 1
KEYWORDS: Remember
20. Athletes are considered to possess attractiveness because they project knowledge and expertise when endorsing a
product.
a. True
b. False
ANSWER: False
POINTS: 1
21. As long as a celebrity is well known, advertising executives are generally not concerned about whether or not the
celebrity's behavior, values, or appearance be compatible with the image desired for the advertised brand.
a. True
b. False
ANSWER: False
POINTS: 1
LEARNING OBJECTIVES: 11-3 - Appreciate the factors that enter into the endorser-selection decision.
KEYWORDS: Remember
22. As an aspect of celebrity and brand matchup, if a brand has a competitive edge image in showing that it overcomes all
obstaces, the celebrity endorser should personify this competitive strength.
a. True
b. False
ANSWER: True
POINTS: 1
KEYWORDS: Remember
23. The saturation factor refers to the number of brands the celebrity is endorsing and if he or she is overexposed.
a. True
b. False
ANSWER: True
POINTS: 1
KEYWORDS: Remember
24. A primary factor considered by executives in the selection of a celebrity endorser is celebrity credibility.
a. True
b. False
ANSWER: True
POINTS: 1
KEYWORDS: Remember
25. A performer's Q Score is calculated by taking his or her popularity percentage divided by the familiarity percentage.
a. True
b. False
ANSWER: True
POINTS: 1
LEARNING OBJECTIVES: 11-4 - Discuss the role of Q Scores in selecting celebrity endorsers.
KEYWORDS: Remember
26. The Q Score reveals the proportion of a group that is familiar with a person and regards that person as one of their
favorites.
a. True
b. False
ANSWER: True
POINTS: 1
KEYWORDS: Remember
27. Advertisers avoid subjective judgments when deciding whether a prospective endorser matches well with the brand
image and its intended target market.
a. True
b. False
ANSWER: False
POINTS: 1
KEYWORDS: Remember
28. Humorous advertisements generally involve the use of incongruity resolution.

a. True
b. False
ANSWER: True
POINTS: 1
REFERENCES: The Role of Humor in Advertising
LEARNING OBJECTIVES: 11-5 - Describe the role of humor in advertising.
KEYWORDS: Remember
29. Humor enhances liking of both the advertisement and the advertised brand.
a. True
b. False
ANSWER: True
POINTS: 1
KEYWORDS: Remember
30. Humor offers an advantage over nonhumor at increasing persuasion.

a. True
b. False
ANSWER: False
POINTS: 1
KEYWORDS: Remember
31. Humor enhances source credibility.

a. True
b. False
ANSWER: False
POINTS: 1

KEYWORDS: Remember
32. Humor is more successfully used with new rather than established products.
a. True
b. False
ANSWER: False
POINTS: 1
KEYWORDS: Remember
33. Humorous ads are more effective than nonhumorous ads only when consumers' evaluations of the advertised brand are
already positive.
a. True
b. False
ANSWER: True
POINTS: 1
KEYWORDS: Remember
34. The effects of humor can differ due to differences in audience characteristics.
a. True
b. False
ANSWER: True
POINTS: 1
KEYWORDS: Remember
35. What is funny in one region of a country will generally be funny in another region.
a. True
b. False
ANSWER: False
POINTS: 1
KEYWORDS: Remember
36. Humor can detract from or enhance the message content of an advertisement.
a. True
b. False
ANSWER: True
POINTS: 1
37. Depending on the targeted audience, the effectiveness of a fear appeal is often related to its level of intensity.
a. True
b. False
ANSWER: True
POINTS: 1
REFERENCES: Appeals to Consumer Fears
LEARNING OBJECTIVES: 11-6 - Explain the logic underlying the use of appeals to fear in advertising.
38. The lower the relevance of an issue, the lower the threat intensity that is needed to activate a response.
a. True
b. False
ANSWER: False
POINTS: 1

KEYWORDS: Remember
39. People who are highly involved in a topic can be motivated by a relatively small amount of fear.
a. True
b. False
ANSWER: True
POINTS: 1
KEYWORDS: Remember
40. The theory of psychological reactance helps explain why many types of fear appeals in advertising work.
a. True
b. False
ANSWER: False
POINTS: 1
KEYWORDS: Remember
41. Appeals to guilt in advertisements have been found to be ineffective even if advertisements containing guilt appeals
are perceived as credible.
a. True
b. False
ANSWER: False
POINTS: 1
REFERENCES: Appeals to Consumer Guilt
LEARNING OBJECTIVES: 11-7 - Understand the nature of appeals to guilt in advertising.
KEYWORDS: Remember
42. Sexual content will enhance positive reactions only if it is appropriate to the advertised subject matter.
a. True
b. False
ANSWER: True
POINTS: 1
REFERENCES: The Use of Sex in Advertising
LEARNING OBJECTIVES: 11-8 - Discuss the role of sex appeals in advertising, including the downside of such usage.
KEYWORDS: Remember
43. The use of sexual content in advertisements to evoke emotional responses such as arousal has been shown to detract
from the ad's persuasive impact.
a. True
b. False
ANSWER: False
POINTS: 1
REFERENCES: The Use of Sex in Advertising
LEARNING OBJECTIVES: 11-8 - Discuss the role of sex appeals in advertising, including the downside of such usage.
KEYWORDS: Remember
44. Stimuli that cannot be perceived by the conscious senses (i.e., subliminal) cannot have any effect.
a. True
b. False
ANSWER: False
POINTS: 1
REFERENCES: Subliminal Messages and Symbolic Embeds
LEARNING OBJECTIVES: 11-9 - Explain the meaning of subliminal messages and symbolic embeds.
KEYWORDS: Remember
45. Airbrushing a word on a picture in a magazine advertisement is an example of using embedding.

a. True
b. False
ANSWER: True
POINTS: 1
46. There is abundant evidence that subliminal advertising is a very effective technique for increasing sales volume.
a. True
b. False
ANSWER: False
POINTS: 1
KEYWORDS: Remember
47. Research has shown that music appears to be effective in creating customer moods and stimulating buying preferences
and choices.
a. True
b. False
ANSWER: True
POINTS: 1
REFERENCES: The Functions of Music in Advertising
LEARNING OBJECTIVES: 11-10 - Appreciate the role of music in advertising
48. Comparative advertising is particularly effective at promoting brands that have distinct advantages relative to
competitive brands.
a. True
b. False
ANSWER: True
POINTS: 1
REFERENCES: The Role of Comparative Advertising
LEARNING OBJECTIVES: 11-11 - Understand the function of comparative advertising and the considerations that
influence the use of this form of advertising.
KEYWORDS: Remember
49. Comparative advertisements seem to be evaluated more favorably by people who hold a prior preference for the
comparison brand.
a. True
b. False
ANSWER: False
POINTS: 1
KEYWORDS: Remember
50. Characteristics of the audience, media, message, company, and product all play important roles in determining
whether comparative advertising is more effective than noncomparative advertising.
a. True
b. False
ANSWER: True
POINTS: 1
51. The tendency to believe or trust someone is called _____.

a. likability
b. expertise
c. power
d. internalization
e. credibility
ANSWER: e
POINTS: 1
QUESTION TYPE: Multiple Choice
KEYWORDS: Remember

52. Products sometimes receive the explicit or tacit support of noncelebrities, also known as ______ endorsers.
a. subliminal
b. credible
c. typical-person
d. nonvoluntay
e. voluntary
ANSWER: c
POINTS: 1
KEYWORDS: Remember
53. Which of the following is one of Kelman's receiver processing modes?

a. similarity
b. identification
c. liking
d. attitude change
e. expertise
ANSWER: b
POINTS: 1
KEYWORDS: Remember
54. The source attribute of power leads to the receiver processing mode of ______.
a. compliance
b. identification
c. internalization
d. similarity
e. attitude change
ANSWER: a
POINTS: 1

KEYWORDS: Remember
55. The source attribute of attractiveness is associated with which receiver processing mode?
a. compliance
b. identification
c. internalization
d. similarity
e. attitude change
ANSWER: b
POINTS: 1
KEYWORDS: Remember
56. The processing mode of ______ is associated with the source attribute of credibility.
a. compliance
b. identification
c. attitude change
d. internalization
e. expertise
ANSWER: d
POINTS: 1
KEYWORDS: Remember
57. Which of the following is one of Kelman's paths from source attribute to result?
a. credibility, expertise, trustworthiness, internalization
b. credibility, similarity, identification, attitude change
c. attractiveness, similarity, internalization, identification
d. power, compliance, identification, attitude change
e. attractiveness, familiarity, identification, attitude change
ANSWER: e
POINTS: 1

KEYWORDS: Remember
58. The degree of honesty or trustworthiness of a source depends primarily on the audience's perception of the source's
______.
a. familiarity
b. intent
c. likability
d. power
e. attractiveness
ANSWER: b
POINTS: 1
KEYWORDS: Remember
59. Advertisers sometimes use ______ interviews in ads with real spokespeople in order to increase trustworthiness.
a. candid
b. scripted
c. voluntary
d. endorsed
e. involuntary
ANSWER: a
POINTS: 1
KEYWORDS: Remember
60. An advertiser who asks if the target market will relate positively to the endorser is considering which practical issue in
selecting a celebrity endorser?
a. celebrity attractiveness
b. celebrity and brand matchup
c. cost considerations
d. celebrity and audience matchup
e. working ease
ANSWER: d
POINTS: 1
KEYWORDS: Remember
61. An advertiser who seeks a celebrity that fits with the brand's "bad boy" image is focusing on which practical issue in
choosing celebrity endorsers?
a. celebrity and audience matchup
b. celebrity credibility
c. celebrity and brand matchup
d. celebrity attractiveness
e. cost considerations
ANSWER: c
POINTS: 1
KEYWORDS: Apply
62. Which of the following is true regarding cost considerations when seeking a celebrity endorser?
a. The cost to acquire a celebrity endorser should not dictate the final choice.
b. The cost to acquire a celebrity endorser is not an important consideration.
c. A more costly celebrity endorser is usually worth the extra expense.
d. Cost should be considered only after all other factors are examined.
e. None of these are correct.
ANSWER: a
POINTS: 1
KEYWORDS: Remember
63. An advertising manager chose not to hire a celebrity endorser because the celebrity was unwilling to flex her
schedule. In this case, the advertiser was focusing on ______.
a. working ease
b. cost considerations
c. saturation factor
d. celebrity credibility
e. celebrity attractiveness
ANSWER: a
POINTS: 1
KEYWORDS: Apply
64. An advertising manager chose not to hire a celebrity endorser because the advertiser felt that the celebrity was
overexposed. In this case, the advertiser was focusing on ______.
a. the trouble factor
b. celebrity credibility
c. working ease
d. the saturation factor
e. celebrity attractiveness
ANSWER: d
POINTS: 1
KEYWORDS: Apply
65. 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
ANSWER: c
POINTS: 1
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Volynia rose now against Volodislav. First Mystislav the Silent was
put forward, then Bailski, Leshko’s father-in-law, sent his brother,
Vsevolod, to attack the adventurer, and went himself later. Last of all
Daniel acted. After that, Leshko with Poles and men of Volynia
advanced against Volodislav. Volodislav left to his brothers the task
of defending the capital, and with hired forces hurried forth to meet
his opponents, but he was driven back and defeated. The victors
could not take Galitch, however. They fought at its walls till
exhausted, and then had to abandon the task. On the way home,
Leshko induced Bailski, now Prince of Volynia, to give two towns
near the capital to the orphans, who then moved thither from
Kamenyets, and, being near the capital, ceased not to sigh for it. “It
will come to us,” thought they. And it came earlier than they
expected.
Not Leshko, but his voevoda, Pakoslav, keen at invention, found

means to reconcile warring interests for the moment. Leshko had a
young daughter and Andrei of Hungary had a son. Leshko sent
Pakoslav to the king with this message: “Volodislav, a boyar, should
not be on a throne. Take thou my Saloméya for thy Koloman, and let
us install them in Galitch.” Pakoslav’s plan pleased Andrei. He had a
meeting with Leshko, and they [178]arranged all the details of the
marriage. The king, from the portion of Koloman, gave two cities to
Pakoslav,—Peremysl and Lubetch.
Pakoslav now offered a second good counsel: “Let the prince, out of
love for the orphans, give them Vladimir of Volynia.” Immediately
Leshko sent this message to Bailski: “Give Vladimir to Vassilko and
Daniel. If thou wilt not consent, I will take it.” Bailski would not yield,
then Leshko constrained him, and installed Roman’s sons in
Vladimir.
Volodislav, now a prisoner, was put in fetters and died in
confinement. No prince would shelter his orphans, because their
father had aspired to sovereignty.
The King and Queen of Galitch, though mere children, were crowned
straightway. Andrei, seeing that the boyars were desirous of union
with Hungary, and remembering their statement that the people
would not oppose union, if their faith and its ceremonies were
respected, now wrote to the Pope on the subject: “Let it be known to
your Holiness that the princes of Galicia, and the people there under
us, wish as king our son, Koloman, and promise union with the Most
Holy Roman Church if they may keep their own ritual. Lest delay
harm a thing so useful to us and to you, give a written command, we
beg of you, to the Archbishop of Strigonia to anoint, at the earliest,
our son, the King of Galitch.”
In the Russian chronicles it is written under the year 1214: “The

Ugrian king seated his son in Galitch; he then drove out and hunted
the clergy and bishops from the churches, and brought in his own
Latin priesthood.”
Thus Galitch was lost for a time to Russian princes and the Orthodox
clergy. In Chernigoff and Kief, people were not thinking of Galitch;
they had their own troubles. Chermny and Rurik exchanged
principalities, Chermny went to Kief and Rurik to Chernigoff. Thus
the ancient home of Oleg and his descendants passed to a
descendant of Monomach, and Chermny, the senior of Oleg’s
descendants, not only took the old capital, but threatened to drive
from Kief regions all the descendants of Monomach. He declared
that through their fault a terrible crime had been committed. “Ye
caused the death of my cousins in Galitch, and put a great shame on
us. Ye have no part in Kief regions,” asserted he. Still after that
Chermny turned to Big Nest with [179]a prayer for peace and
friendship. He begged the metropolitan to bear this request to
Vladimir. Peace was granted, and that winter Big Nest strengthened
this peace by a marriage between his second son, Yuri, and the
daughter of Chermny.
Toward the end of his life, the Prince of Vladimir had many disputes
with Novgorod, which for years had been friendly. It was most
important for Novgorod to be at peace with Vladimir, to trade with its
broad regions, and receive grain, which in Novgorod was lacking at
all times. Nothing harmed Novgorod more than a quarrel with
Vladimir, whose prince could stop grain from reaching the city and
surrounding country, and arrest Novgorod merchants wherever he
found them in his own territory. But this was not sufficient to change
the quarrelsome disposition of Novgorod, where factions fought with
one another continually. When a posadnik displeased them, they
beat him, or hurled the man from the bridge to the river. Big Nest did
not interfere with their freedom. On the contrary he apparently
commended it. “Love him who seems good to you, but execute bad
men,” said he. And the Novgorod people carried out this instruction,
even against their own adherents, the Miroshiniches, with whom they
settled in real Novgorod fashion.
Miroshka was chosen posadnik in 1187 to please Big Nest. He was

the son of Naizda, a man killed by them in the days of Andrei
Bogolyubski, for adherence to Vladimir. When Miroshka died his
descendants became famous people. Big Nest was unable for a long
time to bring about the election, as posadnik, of Miroshka’s son,
Dmitri. He could not do so till he sent his own son, Constantine, as
prince to the city. The Novgorod men then cast out the old posadnik,
and gave the office to Dmitri. This brought about a conflict with a
great citizen of Novgorod, Oleksa Bogolyubski Sbyslavich, but he
met his death very quickly.
During Constantine’s stay in Novgorod, 1205–1209, with Dmitri as
posadnik, it might be said that Big Nest ruled Novgorod as pleased
him. The execution of Oleksa is proof of this. All were astounded
when Big Nest sent this command: “Execute Oleksa without trial!”
That is, at the good judgment of Constantine. And though all men
were roused, and said on the day after the execution that the Mother
of God had dropped tears for Oleksa, the will of the prince was
accomplished. After this Dmitri [180]became so strong in his office,
and served the Grand Prince so zealously, that the four years of
Constantine’s rule passed in harmony.
When Constantine was summoned by his father to the war in

Ryazan, a large force from Novgorod marched with him under
command of Dmitri, who was greatly distinguished at the taking of
Pronsk. He was wounded severely and Big Nest detained him to be
healed in Vladimir, but he died. After his death the people in
Novgorod seized all his family property, plundered his house and the
house of his father and burned them. They sold the country places of
the son and the father, and also their servants; they took possession
of their effects and divided them. The debts due the family were left
to the prince. Still the people were not satisfied; they insisted on
punishment, and when Dmitri’s body was brought from Vladimir, they
wished to hurl it into the river. Mitrophan, the archbishop, was barely
able to stop them. When Big Nest sent his son, Sviatoslav, to the
city, the people kissed the cross in assembly not to admit any son of
Dmitri to Novgorod, and they gave his family to the prince for
imprisonment. But, though Sviatoslav received the sums due Dmitri,
and through them got much wealth, he did not obey Novgorod in this
affair. Some of the family he sent under guard to Vladimir; a few he
permitted to stay unobserved in the city.
As this uprising was directed against all adherents of Big Nest, the
Novgorod people did not escape punishment. Again he arrested
Novgorod merchants and their goods throughout the lands of
Vladimir. Great inconvenience was felt by Novgorod people, and
Oleksa’s avengers spread complaints wherever they could against
Big Nest, who, being then at the height of his power and influence,
had no effective opponents. It seemed as though no man could
refuse him obedience.
But at this juncture a prince of the smallest region in Russia,

Mystislav of Toropets, son of Mystislav the Brave, had courage to
challenge the greatness of Big Nest. On hearing how Novgorod was
treated, he offered himself to the city, a thing unheard of till that day
in Russia.
In the first years of this reign, during troubles in Novgorod, Mystislav

the Brave had inflicted defeat upon Big Nest, and now, in 1210, a
more unexpected rebuff was delivered by the son of [181]that same
prince, Mystislav the Gallant, who had grown up and strengthened in
this interval, and whose fame began with this challenge. Thus far this
young prince had appeared only in small actions, in the quarrels of
Rurik, his uncle, and in two or three raids on the Polovtsi, but on
coming to Novgorod he began a brilliant career as a hero and
defender of justice, a protector of the weak and offended, and he so
towered above other princes that he soon had no equal. Later on, he
reminded the world of his father, for he made a triumphant campaign
against the Chuds, and brought them all to obedience from border to
border of that country.
His appearance in Novgorod astonished every one by its daring, and

was crowned with incredible victory. From his small, insignificant
Toropets he came with a slender but chosen army. At Torjok he
seized Sviatoslav’s boyars and took possession of their property;
then he sent the following message to Novgorod: “I bow to Holy
Sophia; to the grave of my father, and to all men of Novgorod. I have
heard of the violence done by your princes, and I grieve for my
inheritance. Do ye wish me to be prince in your city?” The Novgorod
men were delighted and sent for him. Sviatoslav they confined in the
bishop’s palace with all his attendants, to keep him till “Lord
Novgorod” should settle with his father.
The Prince of Vladimir in anger sent against “The Gallant” a

numerous army, with his three elder sons at the head of it. But
immediately after he hesitated. He now, as on a time Dolgoruki, his
father, had done, thought proper to say when he faced an untamable
enemy: “I am old, he is young in all the passions of this world. It is
not for me, near the end of existence, to be occupied with quarrels
and bloodshed. I should be patient.” And he sent envoys to Mystislav
with this message: “Thou art my son; I am thy father. Free Sviatoslav
with his boyars, and return what thou hast taken. The merchants and
their goods will be liberated.”
Mystislav did at once all that was asked of him, and Big Nest fulfilled
his promise. Sviatoslav returned to his father, and Mystislav entered
Novgorod, rejoicing that he had passed through great peril without
bloodshed.
Big Nest was nearing the end of his earthly existence. He had
continued the task undertaken by his father and his brother to
[182]preserve and enlarge the principality of Vladimir. He had not
worked for all Russia, though he had tried to hold a share in the
Russia outside of Vladimir. During his rule, which was firm and at
times even terrible, he not only preserved unimpaired, but extended
and strengthened Vladimir. He established the beginning of a state in
the North and fixed its central region. Earlier than Big Nest, not only
in the time of his father, but also in that of Andrei, his brother, Rostoff
and Suzdal were remembered as belonging to Novgorod. Men did
not consider Vladimir or Moscow or any other place, as that Great
Russia which they were to obey, and to which they must gravitate.
Before Big Nest’s activity, Bailozersk and Galitch beyond the Volga,
and other places, if not claimed by Novgorod altogether, were
claimed at least partially. Now the Dvina country beyond the Volga
had become so connected with Vladimir that all was reconstituted.
That broad region looked on itself as Great Russia, and all men
began to regard it in that light. Lord Novgorod itself was forced to
count those lands as lost forever. Neither Rostoff nor Suzdal, from
the time of Big Nest, dared to think of their earlier primacy, the
memory of which became mingled with traditions of its ancient
connection with Novgorod. After Big Nest there could be no talk of
separation from Vladimir, for it became clear that not to Rostoff, or to
Suzdal did that Great Russia gravitate, but to Vladimir.
As his father had left Rostoff and Suzdal to his younger sons and
Vladimir to the eldest, so Big Nest, almost on the eve of his death,
gave Vladimir to his eldest son, Constantine, and left Rostoff to Yuri
his second son.
Constantine, who was in Rostoff at this time and enjoyed there great
friendship among boyars, was angry that his favorite city was given
not to him but to Yuri, and he would not abandon Rostoff for Vladimir
at the command of Big Nest. This was not his first disobedience. His
father had not forgotten the campaign of Ryazan, when Constantine
spoke against him in the presence of others. Big Nest repeated the
command. Constantine refused a second time, and sent a demand
that Rostoff should be given with Vladimir. The Grand Prince was
grieved and distressed at his son’s disobedience, and there was no
measure to his anger. As a result that took place which up to this
time had been unknown in Russia: Big Nest deprived his eldest son
of [183]seniority, and gave it to his second son, Yuri. From all the
districts and towns in Vladimir he summoned an assembly of priests,
merchants, nobles, and people, with Yoan, the bishop, at the head of
them, and in their presence gave the capital of Vladimir to Yuri,
imposing on him seniority. He commanded Yuri’s brothers to obey
him, and they kissed the cross to do so. Then the people kissed the
cross to the Grand Prince, that they would obey Yuri. From this came
endless contention in the family of Big Nest, who died shortly after.
He expired at the age of fifty-eight, Sunday, April 15, 1212, at the
hour when mass was ending in all the churches of Vladimir. They
buried him near his brother Andrei in the golden-domed cathedral,
the day following his death, as was the custom at that time.
After this began ceaseless troubles, not in Galitch, Kief, and

Chernigoff, where there was never an end to trouble, but in Vladimir,
where for thirty-seven years peace and quiet had flourished.
Deprived of seniority, Constantine did not accept the decision of his
father, but warred against Yuri and Yaroslav, who stood firmly
together. Vladimir and Sviatoslav wavered, joining now one, now the
other side. Vladimir, the youngest brother, wished Moscow as his
part, but expelled from Moscow by Yuri, he obtained his father’s
inheritance in the South,—Gorodok and Pereyaslavl. Yuri offered
Constantine peace, and even Vladimir, but asked Rostoff for himself.
Constantine would not yield; he would give Suzdal, and take
Vladimir, only if Rostoff were given him also.
Yuri freed the Ryazan and Murom princes imprisoned by his father.
Strengthened by them, he could war against his brother more
successfully. Constantine, leaving for a time his attempt on Vladimir,
continued hostile action in northern places. He seized Saligalsk, and
burned Kostroma. The whole principality was in conflict from Vologda
to Moscow. A second and a third year after the death of Big Nest this
struggle continued.
Finally, Mystislav the Gallant, their now all-powerful neighbor in

Novgorod, the main decider of wars and disputes in Russia at that
time, interfered. He had made two campaigns against the Fins near
the Baltic, and inflicted sharp punishment, but he was eager for
weighty deeds and great actions, not on distant borders, but in
Russia. His cousins, the grandsons of the “monk loving”
[184]Rostislav, turned to him for succor, and protection. Chermny, now
prince in Kief, was driving them from Dnieper regions. “The Kief
prince will not give us a part in the Russian land,” complained they.
“Come thou and help us.”
Mystislav summoned the assembly and bowed down before

Novgorod, saying: “I am going to Kief to rescue my relatives. Will ye
aid me?” “If thou go, we will follow,” was the answer. The men
chosen set out under Tverdislav, but at Smolensk the Novgorod men
had a quarrel and killed a Smolensk man; they refused thereupon to
go farther, saying: “We promised to conduct the prince hither, but to
Kief we will not go.”
Mystislav embraced the posadnik, kissed all the officers, then he

bowed to the Novgorod men, bidding Godspeed to them, and moved
forward with only his personal following and Smolensk warriors.
The Novgorod men were not pleased with themselves, and they
halted. “Lord brothers,” said Tverdislav, “what ye decide will be done
at all hazards. The question is ought we to abandon our prince at
this juncture. In their day our fathers and grandfathers marched to
suffer at Kief when their prince commanded. It is clear that we
should act in the old way.” Pleased with this speech, they turned,
and with hurried marches overtook Mystislav.
Chermny’s fate was decided at Vyshgorod. His allies were crushed,

and he fled. Two of his cousins were captured. Ingvar of Volynia,
who accompanied Mystislav, refused the Kief throne, and Roman,
son of Mystislav of Smolensk, obtained it. Vladimir, son of Rurik,
received Smolensk in addition to districts near Kief inherited from his
father. So Chermny was unable to keep his promise to avenge Igor’s
sons and expel all descendants of Monomach from Dnieper regions.
Mystislav the Gallant now besieged Chermny in Chernigoff, and
imposed peace on him. Chermny died soon after, leaving as heir his
son Michael, who later on ruled in Kief and Novgorod. His name is
still known and revered among Russians, not because he ruled, but
because he died a martyr’s death among Mongols. [185]
[Contents]
CHAPTER VIII
DANIEL OF GALITCH
Mystislav returned to Novgorod in triumph, but the mad rage of

factions had not become weaker in the interval, and he was forced to
take strong measures. Many boyars were banished, and many were
imprisoned. Mitrophan, the archbishop famed for justice, who had
received his office not against the will of Novgorod, but who was a
friend of Big Nest, was not acceptable to Mystislav’s adherents. He
was exiled to Toropet; more than that, he was imprisoned.
During Mystislav’s absence and after his return, Vladimir partisans

were not idle. Mystislav learned that he could not rely on support in
Novgorod. He learned also that there was even a movement to expel
him. He was not the man to let any one show him the road, hence he
called the assembly on a sudden, and took farewell of it. “I have
work to do in Russia,” said he; “and ye are free as to princes.” All
were astounded on hearing this, but Mystislav, while “standing on
one foot in Novgorod, had the other in Galitch,” whither Leshko had
called him most earnestly. Leshko had been summoned more than
once to the throne in Cracow. After the crowning of Koloman, the
small boy, and Salomeya, the little maiden, their fathers endured not
long in friendship. What the king had given Leshko in Galitch, he
withdrew very quickly. That happened which happens generally with
guardians who have squandered property confided to them. The
heirs demanded account touching management.
Roman’s sons were growing rapidly. Vassilko had reached an age

when he could sit on a horse, and take part in campaigning, while
Daniel was nearing strong manhood, and gave promise of having the
powers that would make him as great as his father. He complained
loudly of Leshko, the guardian who was keeping [186]possession of
his towns on the Būg, and his inheritance beyond it. It was at this
time that King Andrei took from Leshko what he had given him in
Galitch. Seeing no profit in the fact that his daughter was queen in
“Galicia,” Leshko looked on Hungarians with envy, since they treated
Galitch as if it belonged to them, and he could not conceal his
vexation on this point. He saw that of Russian princes there was only
one who had genius in fighting; that one was Mystislav the Gallant,
hence he invited that prince to assist him.
Mystislav, through relationship with Ingvar, was a natural ally of that

branch, and not of the heirs of Roman. His preference for Ingvar was
shown by offering him the Kief throne. When Mystislav drove
Chermny from Kief and asked Ingvar to that capital, it seems that
Leshko sent him letters, and when the victor went back to Novgorod
Leshko sent envoys who offered him Galitch. When Sudislav, the
boyar who favored Hungarians, heard of Mystislav’s coming, he
preferred Daniel, and sent to him promising assistance. But
Mystislav was too quick for this movement. As he approached
Galitch, the Hungarians withdrew, and with them went Sudislav.
Mystislav entered the capital without opposition, but, with all his
good-will for Bailski, he was glad now to see Daniel, who joined him.
Instead of ill-will there was friendship between the two princes, and
Mystislav gave Anna, his daughter, to Daniel in marriage. Daniel,
who was of the oldest line among Monomach’s descendants, was
connected now with the Smolensk branch of this line, and with the
younger line also, since Mystislav’s eldest daughter had married
Yaroslav, son of Big Nest.
To all friends of Galitch Daniel’s marriage seemed of good omen, but

to ill-wishers and enemies it was hateful. Daniel grew more and more
hostile to Leshko, and more and more stubbornly demanded the
return of the Brest lands. He complained to Mystislav of his enemy in
the guise of a guardian. “Leshko,” said he, “has taken many towns of
mine, and holds a good part of my inheritance. Assist me.” “My son,”
replied Mystislav, “I cannot make war on him now, for he has shown
friendship, but thou canst find other allies.”
Daniel acted. He won back many towns, and warred against Leshko
successfully. Leshko doubted not that this winning was effected
through Mystislav’s counsel, and in view of this he changed [187]his
plans quickly. The Poles and Hungarians, from being enemies,
suddenly became friends. Leshko sent a message to Hungary that
he yielded Galitch gladly to Koloman, his son-in-law. With that Andrei
immediately allied himself with Leshko, and declared war against
Mystislav and Daniel. Leshko led in a strong army. A still greater
force came from Hungary. Mystislav wished to attack in the rear,
hence he moved toward Zbruch, and ordered his son-in-law to
defend Galitch. He summoned Bailski, also, and commanded both
allies to retire into Galitch and defend it. But Bailski left this difficult
task to Daniel, who had to bear the whole brunt of the attack of
Hungarian and Polish forces. He yielded no whit, however, and
defended the city successfully.
The allies now raised the siege and turned all their strength against
Mystislav, who was acting in their rear. Mystislav spared his scant
forces, and, while withdrawing, commanded Daniel to march out of
Galitch and join him. It was easy to give this command, but far from
easy to obey it. Mystislav himself, by deft action, slipped away
without loss, marching quickly to Kamenyets and thence to the Ros
River.
Daniel found himself now in a perilous position. The allies with united
strength, rushed at his army. It was difficult to withdraw from Galitch,
and extremely difficult to retreat along the whole course of the
Dniester, repelling the ceaseless attacks of keen enemies who
disputed each step that his men made. These enemies were much
encouraged by Mystislav’s withdrawal. Their forces were vastly
greater, and Daniel’s men lacked provisions. Night and day marches,
cold and hunger, fighting on horseback, riding without food and sleep
for nights and days in succession; all this the young warrior had to
live through in that murderous retreat down the Dniester. The glory of
this march was shared by his father’s chief boyars, who were with
him. Even they were astonished by the valor of their leader, still a
stripling. They saw with wonder how he fought entire days without
dismounting, how he rushed in pursuit of the enemy, who only saved
themselves through the swiftness of their horses.
Daniel’s men suffered greatly from lack of food. It happened that on

the festival of Saint Dmitri, when tortured with hunger, they saw on a
sudden a long line of wagons hastening forward to market. They
seized the wagons, ate abundantly, and thanked the [188]Holy Martyr
for feeding them. When at last they reached that point in the Dniester
where they had to cross, and found no bridge or ford, they despaired
of escape; but all at once they saw many merchant boats sailing
toward them from the Oleshya. On those boats all of Daniel’s men
were conveyed to the opposite bank of the river, and given
provisions.
When Daniel brought his weary troops to Podolia, Mystislav

marveled at this deed of great skill and endurance. He showed every
favor to the young hero, gave him his favorite, his very best horse,
as a present. “Go now to Vladimir, the capital of thy Volynia,” said he,
“and we will avenge this insult most surely.” And he gave assurance
that he would go to the steppes and return with Polovtsi forces. From
his youth, steppe life in tents had been pleasing to Mystislav. In
those early days he found a wife among Polovtsi maidens.
Daniel, awaiting the time of fresh action, returned to his capital, but
Mystislav did not go directly to the Polovtsi. He appeared soon after
in Novgorod. During his absence many changes had taken place.
The prince sent from Vladimir by Yuri had been replaced by one sent
from Kief by Mystislav, son of the Smolensk prince, Roman. Neither
man pleased “Lord Novgorod.” The first, alarmed at disorders,
hastened home to his father; the second found still greater trouble.
Bloody battles took place on the streets, and again a posadnik was
murdered.
Novgorod turned to Yuri a second time. “If thy son will not stay with
us, send Yaroslav, thy brother,” said they. Yaroslav seemed indeed
just the prince needed in Novgorod, and the friends of Mystislav the
Gallant might think to find in him the prince for whom they had been
seeking a long time, for was he not intimate with Mystislav, being
married to his eldest daughter? Partisans also saw in him the best of
his family.
But when Yaroslav came to Novgorod an outburst so tremendous

was taking place in the city, that no man had ever seen its like
before. The passions of the people and the wild rage of parties had
never been so violent. It turned out, too, that Yaroslav himself was of
those called “young, but early.” Men were mistaken when they
thought to find in him a son-in-law who would agree with Mystislav.
He was a genuine Vladimir prince, hence in no way inclined to
preserve the famed liberties of Novgorod. [189]He had one thought
alone: to acquire additions for Vladimir. Mystislav’s adherents
immediately conceived a deep hatred for Yaroslav, the most irascible
among all the sons of Big Nest. So acute was their feeling that, while
warming his palace, he was threatened with banishment. To make
up for this hatred, his adherents “raised their heads and stood up for
the prince like a mountain.” They advised him to go to Torjok and
rule from there, holding Novgorod with all firmness.
Yaroslav went to Torjok, and then chose his own method. When a
message was sent to him saying: “Come thou to Novgorod,” he
seized the envoys and conveyed them to Pereyaslavl Beyond the
Forest, imprisoning them on an island. Novgorod now rose as one
man against Yaroslav. Meanwhile, he sat in Torjok very quietly,
laughed at the city, and gave command to seize Novgorod
merchants and their wares on all roads in Vladimir. A multitude of
Novgorod men were arrested and imprisoned. To add to the
misfortunes of the city, the harvest that year was a failure in
Novgorod regions. Yaroslav did not let one load of wheat reach the
city. From these severe measures, there was such hunger that
parents sold their children for bread, and unclean things were eaten.
People died on the streets, and their dead bodies lay on the roads,
where hungry dogs devoured them.
Novgorod sent envoys to Yaroslav, begging him to return to the city,

but he gave no answer, and arrested the envoys. Novgorod sent a
third time. “Come to thy place; come to Holy Sophia. If thou wilt not
come, declare thy intention,” begged they. Yaroslav, as usual,
detained the envoys. The men in confinement at this time numbered
two thousand. There was “wailing and great sorrow in Novgorod.”
All at once, in the midst of these terrors, Mystislav the Gallant

appeared in the city. No man there knew whence he came. Yaroslav,
who learned of his coming, sent a detachment to arrest him, but this
detachment surrendered to Mystislav. The first thing the gallant
prince did was to seize all known partisans of Yaroslav, and put them
in irons. Then, summoning the assembly and kissing the cross
before the whole people, he said to them: “Either the men and the
lands of Great Novgorod will be freed, or I will lay down my life for
the city.” “In life or in death we are with thee!” called out the citizens
in answer. [190]
Mystislav’s first move was to send a peaceful embassy to negotiate
with Yaroslav. He selected a priest, the most famed and beloved in
the city, as a sign that negotiations were to be carried on, not with
threats, but with love, and conscientiously. He gave command to
bow down to his son-in-law, saying: “My son, free the Novgorod
merchants and men. Treat with me kindly. Leave Torjok for thy own
place.”
Yaroslav dismissed the priest without discussion. Not only did he not
free the prisoners, but those whom he held in Torjok he put in chains,
and sent to Pereyaslavl Beyond the Forest. Their property and
goods he distributed among his attendants. The moment that news
of this came to Novgorod, Mystislav commanded to sound the bell of
the assembly. The whole city came to him. “Let us go, brothers!” said
he. “Let us rescue our lands. Let us liberate our own people!”
The war from the very beginning assumed an unusual character. The
citizens of Novgorod had a single mind this time, and the prince was
at one with the people. To take vengeance for injustice was their
war-cry. Mystislav was not simply enraged against his son-in-law; he
hated in him that inborn pride of the Vladimir princes. Knowing well
that this unendurable haughtiness rested really on power, knowing
well that they had a great multitude of people behind them, and a
very large army, the strong warrior looked forward, not to a brilliant
victory in this unequal conflict, but rather to the crown of a martyr,
and prepared for the struggle with fear, but also with fortitude. He
summoned from Pskoff that brother of his whom Mystislav the Brave
on his death-bed had committed to Yuri Zaharitch, the boyar. This
brother, Vladimir, called to join him his cousin Vladimir, son of Rurik,
he who had taken the throne of Smolensk, when Mystislav, son of
Roman of Smolensk, went to rule Kief, the old capital.
Mystislav the Gallant worked untiringly. Novgorod assembled all
possible warriors, but in number they were insufficient. Mystislav
doubted not that Yaroslav and Yuri, Grand Prince of Vladimir, would
act as one man, but he counted on Constantine, who in his eyes
seemed another victim of Vladimir’s self-will and insolence. To
Constantine, and not to Yuri, belonged the throne of Vladimir, by
right of birth. To deprive a son of his God-given inheritance was a sin
in Mystislav’s eyes, and he thought that when he entered [191]the
Vladimir principality, proclaiming to Yaroslav and Yuri that he was
there to reinstate their eldest brother, Constantine would assist him.
To instate the senior son seemed to Mystislav just and proper.
Constantine enjoyed general respect; he was mild, and not haughty.

To punish Yaroslav for his cruelty to Novgorod was identified in
Mystislav’s mind with reëstablishing the old order, violated by the
whim of Big Nest. The only fault found with the son, as Mystislav
thought, was that he liked not innovations established by Andrei
Bogolyubski—Constantine defended the ancient order. Hatred for
Andrei was inherited by Mystislav, and he looked on Big Nest as he
looked on Andrei.
When the gallant prince approached Torjok, Yaroslav withdrew, and

his Novgorod friends in that place followed promptly. Vladimir
partisans came to strengthen Yaroslav, who hurried now to join Yuri,
and the brothers marched to meet the invader.
Mystislav’s campaign was swift and decisive beyond parallel. Begun

the moment Yaroslav rejected peaceful offers with insult, the season
was most inconvenient, just when roads were breaking up at Easter,
which that year fell on April 10 Old Style. Still the campaign was
ended before the roads had dried thoroughly.
On Tuesday, March 1, Mystislav moved out of Novgorod. He

permitted his warriors to seize food, but forbade them most sternly to

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31. Humor enhances source credibility.

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Not Leshko, but his voevoda, Pakoslav, keen at invention, found

In the Russian chronicles it is written under the year 1214: “The

Miroshka was chosen posadnik in 1187 to please Big Nest. He was

When Constantine was summoned by his father to the war in

But at this juncture a prince of the smallest region in Russia,

In the first years of this reign, during troubles in Novgorod, Mystislav

His appearance in Novgorod astonished every one by its daring, and

The Prince of Vladimir in anger sent against “The Gallant” a

After this began ceaseless troubles, not in Galitch, Kief, and

Finally, Mystislav the Gallant, their now all-powerful neighbor in

Mystislav summoned the assembly and bowed down before

Mystislav embraced the posadnik, kissed all the officers, then he

Chermny’s fate was decided at Vyshgorod. His allies were crushed,

Mystislav returned to Novgorod in triumph, but the mad rage of

During Mystislav’s absence and after his return, Vladimir partisans

Roman’s sons were growing rapidly. Vassilko had reached an age

Mystislav, through relationship with Ingvar, was a natural ally of that

To all friends of Galitch Daniel’s marriage seemed of good omen, but

Daniel’s men suffered greatly from lack of food. It happened that on

When Daniel brought his weary troops to Podolia, Mystislav

But when Yaroslav came to Novgorod an outburst so tremendous

Novgorod sent envoys to Yaroslav, begging him to return to the city,

All at once, in the midst of these terrors, Mystislav the Gallant

Constantine enjoyed general respect; he was mild, and not haughty.

When the gallant prince approached Torjok, Yaroslav withdrew, and

Mystislav’s campaign was swift and decisive beyond parallel. Begun

On Tuesday, March 1, Mystislav moved out of Novgorod. He

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