Question 1

The primary benefit of using a scarcity appeal is that it:

Accepted Answer

A)  increases brand awareness 
B)  encourages consumer action 
C)  is an excellent method of conveying product information 
D)  is an excellent method of gaining attention 
A)  increases brand awareness 
B)  encourages consumer action 
C)  is an excellent method of conveying product information 
D)  is an excellent method of gaining attention

Question 2

Low levels of fear in an ad may not create feelings of severity or vulnerability.

Accepted Answer

A) True 
 B)False

Question 3

Controversial sexual ads are interesting to viewers,but sometimes fail to transmit key information that will be recalled.

Accepted Answer

A) True 
 B)False

Question 4

In many Middle East countries,sex and gender issues are taboo subjects.

Accepted Answer

A) True 
 B)False

Question 5

In a means-ends chain,the message should be the means that leads the consumer to a desired end state.

Accepted Answer

A) True 
 B)False

Question 6

In the past,creatives designing business-to-business advertisements relied heavily on the verbal element rather than on visuals.In recent years,there has been a shift to using stronger visual elements in b-to-b advertisements.

Accepted Answer

A) True 
 B)False

Question 7

Visual elements in an advertisement are stored in the brain as both pictures and words.

Accepted Answer

A) True 
 B)False

Question 8

A leverage point moves the consumer from understanding a product's benefits to linking those benefits with personal values.

Accepted Answer

A) True 
 B)False

Question 9

Rational appeals are superior to other appeals in developing and changing attitudes and establishing brand beliefs when a consumer has interest in a product or brand.

Accepted Answer

A) True 
 B)False

Question 10

Fear is an ineffective form of advertising appeal that has been largely abandoned.

Accepted Answer

A) True 
 B)False

Question 11

Most creatives view which type of advertising appeal as the key to developing brand loyalty?

Accepted Answer

A)  rational 
B)  humorous 
C)  emotional 
D)  sex-oriented 
A)  rational 
B)  humorous 
C)  emotional 
D)  sex-oriented

Question 12

The creative brief provides the background for the creative work on an advertisement or advertising campaign.

Accepted Answer

A) True 
 B)False

Question 13

Rational appeals are most effective when consumers have high levels of involvement and are willing to pay attention to the ad.

Accepted Answer

A) True 
 B)False

Question 14

The means-ends chain approach suggests that an advertisement should contain a message or means that:

Accepted Answer

A)  leads the consumer to a desired end state 
B)  changes a consumer's attitude 
C)  modifies a consumer's beliefs 
D)  stimulates some type of behavior 
A)  leads the consumer to a desired end state 
B)  changes a consumer's attitude 
C)  modifies a consumer's beliefs 
D)  stimulates some type of behavior

Question 15

The third step in a purchase decision,which follows the knowledge stage in the hierarchy of effects model,is:

Accepted Answer

A)  awareness 
B)  liking 
C)  preference 
D)  conviction 
A)  awareness 
B)  liking 
C)  preference 
D)  conviction

The primary benefit of using a scarcity appeal is that it:

Low levels of fear in an ad may not create feelings of severity or vulnerability.

Controversial sexual ads are interesting to viewers,but sometimes fail to transmit key information that will be recalled.

In many Middle East countries,sex and gender issues are taboo subjects.

In a means-ends chain,the message should be the means that leads the consumer to a desired end state.

In the past,creatives designing business-to-business advertisements relied heavily on the verbal element rather than on visuals.In recent years,there has been a shift to using stronger visual elements in b-to-b advertisements.

Visual elements in an advertisement are stored in the brain as both pictures and words.

A leverage point moves the consumer from understanding a product's benefits to linking those benefits with personal values.

Rational appeals are superior to other appeals in developing and changing attitudes and establishing brand beliefs when a consumer has interest in a product or brand.

Fear is an ineffective form of advertising appeal that has been largely abandoned.

Most creatives view which type of advertising appeal as the key to developing brand loyalty?

The creative brief provides the background for the creative work on an advertisement or advertising campaign.

Rational appeals are most effective when consumers have high levels of involvement and are willing to pay attention to the ad.

The means-ends chain approach suggests that an advertisement should contain a message or means that:

The third step in a purchase decision,which follows the knowledge stage in the hierarchy of effects model,is:

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

The primary benefit of using a scarcity appeal is that it:

Low levels of fear in an ad may not create feelings of severity or vulnerability.

Controversial sexual ads are interesting to viewers,but sometimes fail to transmit key information that will be recalled.

In many Middle East countries,sex and gender issues are taboo subjects.

In a means-ends chain,the message should be the means that leads the consumer to a desired end state.

In the past,creatives designing business-to-business advertisements relied heavily on the verbal element rather than on visuals.In recent years,there has been a shift to using stronger visual elements in b-to-b advertisements.

Visual elements in an advertisement are stored in the brain as both pictures and words.

A leverage point moves the consumer from understanding a product's benefits to linking those benefits with personal values.

Rational appeals are superior to other appeals in developing and changing attitudes and establishing brand beliefs when a consumer has interest in a product or brand.

Fear is an ineffective form of advertising appeal that has been largely abandoned.

Most creatives view which type of advertising appeal as the key to developing brand loyalty?

The creative brief provides the background for the creative work on an advertisement or advertising campaign.

Rational appeals are most effective when consumers have high levels of involvement and are willing to pay attention to the ad.

The means-ends chain approach suggests that an advertisement should contain a message or means that:

The third step in a purchase decision,which follows the knowledge stage in the hierarchy of effects model,is:

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