Question 1

In terms of the visual element of an advertisement,an abstract image has a:

Accepted Answer

A)  higher level of recall than a concrete image 
B)  lower level of recall than a concrete image 
C)  greater impact on the affective component of attitude than a concrete image 
D)  greater impact on the cognitive component of attitude than on the affective component 
A)  higher level of recall than a concrete image 
B)  lower level of recall than a concrete image 
C)  greater impact on the affective component of attitude than a concrete image 
D)  greater impact on the cognitive component of attitude than on the affective component B

Question 2

Clothing,perfume,and cologne have sexual connotations,so they are more likely to be advertised using:

Accepted Answer

A)  rational appeals 
B)  subliminal approaches 
C)  sexual suggestiveness 
D)  scarcity appeals 
A)  rational appeals 
B)  subliminal approaches 
C)  sexual suggestiveness 
D)  scarcity appeals C

Question 3

Rational appeals:

Accepted Answer

A)  are best for low-involvement products 
B)  are best for hedonic-type purchases 
C)  are most effective when viewers are highly involved and willing to pay attention 
D)  are often used for consumer products 
A)  are best for low-involvement products 
B)  are best for hedonic-type purchases 
C)  are most effective when viewers are highly involved and willing to pay attention 
D)  are often used for consumer products C

Question 4

Verbal images are usually stored in both the left and right sides of the brain,while visual elements tend to be stored in the left side of the brain only.

Accepted Answer

A) True 
 B)False

Question 5

What is a scarcity ad? How is scarcity created?

Accepted Answer

A scarcity ad urges consumers to buy a p

Question 6

The cognitive impression made on viewers of a sexually-oriented ad depends on whether the viewer feels the advertisement is pleasant or offensive.

Accepted Answer

A) True 
 B)False

Question 7

Emotional appeals are not useful for business-to-business advertisements because they do not incorporate cognitive elements.

Accepted Answer

A) True 
 B)False

Question 8

In an advertisement for Curves for Women,consumers are encouraged to "join now" by offering them the rest of the summer free.This portion of the ad corresponds to which step in the hierarchy of effects model?

Accepted Answer

A)  awareness 
B)  knowledge 
C)  conviction 
D)  the actual purchase 
A)  awareness 
B)  knowledge 
C)  conviction 
D)  the actual purchase

Question 9

Based on the hierarchy of effects model,cognitive-oriented advertisements are superior in developing brand awareness,brand knowledge,and brand preference.

Accepted Answer

A) True 
 B)False

Question 10

Visual esperanto is the development of an image that readily translates across cultures,but only with certain languages,such as Spanish.

Accepted Answer

A) True 
 B)False

Question 11

The conative component of attitude matches the hierarchy of effects model's element of:

Accepted Answer

A)  knowledge 
B)  preference 
C)  conviction 
D)  the actual purchase 
A)  knowledge 
B)  preference 
C)  conviction 
D)  the actual purchase

Question 12

Personal values are not part of a MECCAS model but are part of a means-ends chain.

Accepted Answer

A) True 
 B)False

Question 13

The affective component of attitude matches the hierarchy of effects model's components of:

Accepted Answer

A)  awareness and knowledge 
B)  liking, preference, and conviction 
C)  conviction and action 
D)  the actual purchase 
A)  awareness and knowledge 
B)  liking, preference, and conviction 
C)  conviction and action 
D)  the actual purchase

Question 14

Brand awareness,brand equity,and brand loyalty are easier to develop when consumers are already familiar with the music used in an advertisement than when a new song,music,or jingle is written.

Accepted Answer

A) True 
 B)False

Question 15

In an advertisement for Curves for Women,consumers are encouraged to "join now" by offering them the rest of the summer free.This statement in the ad corresponds to which component of an attitude?

Accepted Answer

A)  cognitive 
B)  affective 
C)  conative 
D)  verbal 
A)  cognitive 
B)  affective 
C)  conative 
D)  verbal

Question 16

Although sexually-oriented advertisements attract attention,which is lower for ads using a sex appeal than for ads using some other type of appeal?

Accepted Answer

A)  the interest level 
B)  the level of physiological response 
C)  brand recall 
D)  the level of sexual arousal 
A)  the interest level 
B)  the level of physiological response 
C)  brand recall 
D)  the level of sexual arousal

Question 17

Television and print advertisements by Victoria Secret's of models wearing only underwear are using which sexual appeal?

Accepted Answer

A)  subliminal technique 
B)  nudity or partial nudity 
C)  overt sexuality 
D)  sexual suggestiveness 
A)  subliminal technique 
B)  nudity or partial nudity 
C)  overt sexuality 
D)  sexual suggestiveness

Question 18

A means-end chain stresses the linkage between a product's attributes and its price.

Accepted Answer

A) True 
 B)False

Question 19

Many advertisements conclude with a:

Accepted Answer

A)  promise of a benefit 
B)  form of amplification 
C)  major selling idea 
D)  tagline 
A)  promise of a benefit 
B)  form of amplification 
C)  major selling idea 
D)  tagline

Question 20

A fear level that is too high is impossible to create,because viewers have become immune to fear tactics in advertising.

Accepted Answer

A) True 
 B)False

In terms of the visual element of an advertisement,an abstract image has a:

Clothing,perfume,and cologne have sexual connotations,so they are more likely to be advertised using:

Rational appeals:

Verbal images are usually stored in both the left and right sides of the brain,while visual elements tend to be stored in the left side of the brain only.

What is a scarcity ad? How is scarcity created?

The cognitive impression made on viewers of a sexually-oriented ad depends on whether the viewer feels the advertisement is pleasant or offensive.

Emotional appeals are not useful for business-to-business advertisements because they do not incorporate cognitive elements.

In an advertisement for Curves for Women,consumers are encouraged to "join now" by offering them the rest of the summer free.This portion of the ad corresponds to which step in the hierarchy of effects model?

Based on the hierarchy of effects model,cognitive-oriented advertisements are superior in developing brand awareness,brand knowledge,and brand preference.

Visual esperanto is the development of an image that readily translates across cultures,but only with certain languages,such as Spanish.

The conative component of attitude matches the hierarchy of effects model's element of:

Personal values are not part of a MECCAS model but are part of a means-ends chain.

The affective component of attitude matches the hierarchy of effects model's components of:

Brand awareness,brand equity,and brand loyalty are easier to develop when consumers are already familiar with the music used in an advertisement than when a new song,music,or jingle is written.

In an advertisement for Curves for Women,consumers are encouraged to "join now" by offering them the rest of the summer free.This statement in the ad corresponds to which component of an attitude?

Although sexually-oriented advertisements attract attention,which is lower for ads using a sex appeal than for ads using some other type of appeal?

Television and print advertisements by Victoria Secret's of models wearing only underwear are using which sexual appeal?

A means-end chain stresses the linkage between a product's attributes and its price.

Many advertisements conclude with a:

A fear level that is too high is impossible to create,because viewers have become immune to fear tactics in advertising.

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

Promotions Opportunity Analysis

Advertising Management

Advertising Design-Message Strategies and Executional Frameworks

Traditional Media Channels

E-active Marketing

Alternative Marketing

Database and Direct Response Marketing

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters

Exam 6: Advertising Design-Theoretical Frameworks and Types of Appeals

In terms of the visual element of an advertisement,an abstract image has a:

Clothing,perfume,and cologne have sexual connotations,so they are more likely to be advertised using:

Rational appeals:

Verbal images are usually stored in both the left and right sides of the brain,while visual elements tend to be stored in the left side of the brain only.

What is a scarcity ad? How is scarcity created?

The cognitive impression made on viewers of a sexually-oriented ad depends on whether the viewer feels the advertisement is pleasant or offensive.

Emotional appeals are not useful for business-to-business advertisements because they do not incorporate cognitive elements.

In an advertisement for Curves for Women,consumers are encouraged to "join now" by offering them the rest of the summer free.This portion of the ad corresponds to which step in the hierarchy of effects model?

Based on the hierarchy of effects model,cognitive-oriented advertisements are superior in developing brand awareness,brand knowledge,and brand preference.

Visual esperanto is the development of an image that readily translates across cultures,but only with certain languages,such as Spanish.

The conative component of attitude matches the hierarchy of effects model's element of:

Personal values are not part of a MECCAS model but are part of a means-ends chain.

The affective component of attitude matches the hierarchy of effects model's components of:

Brand awareness,brand equity,and brand loyalty are easier to develop when consumers are already familiar with the music used in an advertisement than when a new song,music,or jingle is written.

In an advertisement for Curves for Women,consumers are encouraged to "join now" by offering them the rest of the summer free.This statement in the ad corresponds to which component of an attitude?

Although sexually-oriented advertisements attract attention,which is lower for ads using a sex appeal than for ads using some other type of appeal?

Television and print advertisements by Victoria Secret's of models wearing only underwear are using which sexual appeal?

A means-end chain stresses the linkage between a product's attributes and its price.

Many advertisements conclude with a:

A fear level that is too high is impossible to create,because viewers have become immune to fear tactics in advertising.

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

Promotions Opportunity Analysis

Advertising Management

Advertising Design-Message Strategies and Executional Frameworks

Traditional Media Channels

E-active Marketing

Alternative Marketing

Database and Direct Response Marketing

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters