Question 1

In the hierarchy of effects model,preference for a particular product only occurs after each of the following occurs,except:

Accepted Answer

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

Question 2

In Saudi Arabia and Malaysia,women featured in advertisements must be shown in family settings and they cannot be depicted as being carefree or desirable to the opposite sex.

Accepted Answer

A) True 
 B)False

Question 3

The cognitive 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 4

In the means-ends chain for milk,the calcium content of milk leads to healthier bones,which leads to a display of wisdom and a comfortable life free of osteoporosis.The fact that milk has calcium represents which component of the means-ends chain?

Accepted Answer

A)  product attribute 
B)  consumer benefit 
C)  leverage point 
D)  personal value 
A)  product attribute 
B)  consumer benefit 
C)  leverage point 
D)  personal value

Question 5

Visual esperanto is:

Accepted Answer

A)  an application of the hierarchy of effects model 
B)  a universal language for global advertising 
C)  a technique for Spanish-speaking advertisers and consumers 
D)  the application of a rational leverage point 
A)  an application of the hierarchy of effects model 
B)  a universal language for global advertising 
C)  a technique for Spanish-speaking advertisers and consumers 
D)  the application of a rational leverage point

Question 6

Music can be intrusive,which means it will:

Accepted Answer

A)  gain the attention of someone who previously was not listening or watching a program 
B)  be the most important aspect of an advertisement 
C)  be effective if the listener recognizes the tune 
D)  lead to a greater level of brand recall and create positive emotions in listeners 
A)  gain the attention of someone who previously was not listening or watching a program 
B)  be the most important aspect of an advertisement 
C)  be effective if the listener recognizes the tune 
D)  lead to a greater level of brand recall and create positive emotions in listeners

Question 7

The account executive or client must provide the "support" component of a creative brief along with documentation for the advertising theme or claim.

Accepted Answer

A) True 
 B)False

Question 8

The primary benefit of using a well-known song in a musical appeal is that consumers have already developed an affinity for a song,which normally is then transferred to the product or brand.

Accepted Answer

A) True 
 B)False

Question 9

Many musical artists are more positive about using their songs in advertisements because they believe that using the songs will capture the kind of attention that will lead radio disc jockeys to play the song on the air.

Accepted Answer

A) True 
 B)False

Question 10

Just as economies go through cycles,attitudes towards sex in advertising experiences cyclical changes.

Accepted Answer

A) True 
 B)False

Question 11

The goal of a humorous ad is to have consumers:

Accepted Answer

A)  pause, remember, and act 
B)  watch, laugh, and remember 
C)  concentrate on the funny part 
D)  ignore the musical element 
A)  pause, remember, and act 
B)  watch, laugh, and remember 
C)  concentrate on the funny part 
D)  ignore the musical element

Question 12

Ads that use nudity or partial nudity are almost always designed to elicit some type of sexual response in the viewers.

Accepted Answer

A) True 
 B)False

Question 13

Creatives spend considerable time designing ads with powerful leverage points.

Accepted Answer

A) True 
 B)False

Question 14

Byron has an interest in purchasing a motorcycle and is now looking at the different models,gathering information about each one.Which type of appeal would be the most effective in developing or changing Bryon's attitude and in establishing specific brand beliefs?

Accepted Answer

A)  sex appeal 
B)  emotional appeal 
C)  humor appeal 
D)  rational appeal 
A)  sex appeal 
B)  emotional appeal 
C)  humor appeal 
D)  rational appeal

Question 15

The sequence which matches the typical steps in the hierarchy of effects model is:

Accepted Answer

A)  cognitive-affective-conative 
B)  affective-conative-cognitive 
C)  liking-decision-discovery 
D)  discovery-liking-decision 
A)  cognitive-affective-conative 
B)  affective-conative-cognitive 
C)  liking-decision-discovery 
D)  discovery-liking-decision

Question 16

Sexuality has been employed in advertising in each of the following ways,except:

Accepted Answer

A)  subliminal techniques 
B)  nudity or partial nudity 
C)  overt sexuality 
D)  pornographic 
A)  subliminal techniques 
B)  nudity or partial nudity 
C)  overt sexuality 
D)  pornographic

Question 17

In determining the level of sex appeal to use in an advertisement,it is important to consider society's view and level of acceptance at the time the ad is to run.

Accepted Answer

A) True 
 B)False

Question 18

When humor in an ad is remembered,the product or brand is almost always easily recalled.

Accepted Answer

A) True 
 B)False

Question 19

Most print ads begin with a(n):

Accepted Answer

A)  headline 
B)  proof of claim 
C)  amplification 
D)  unique selling proposition 
A)  headline 
B)  proof of claim 
C)  amplification 
D)  unique selling proposition

Question 20

The third stage in the hierarchy of effects model is liking,which follows awareness.

Accepted Answer

A) True 
 B)False

In the hierarchy of effects model,preference for a particular product only occurs after each of the following occurs,except:

In Saudi Arabia and Malaysia,women featured in advertisements must be shown in family settings and they cannot be depicted as being carefree or desirable to the opposite sex.

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

In the means-ends chain for milk,the calcium content of milk leads to healthier bones,which leads to a display of wisdom and a comfortable life free of osteoporosis.The fact that milk has calcium represents which component of the means-ends chain?

Visual esperanto is:

Music can be intrusive,which means it will:

The account executive or client must provide the "support" component of a creative brief along with documentation for the advertising theme or claim.

The primary benefit of using a well-known song in a musical appeal is that consumers have already developed an affinity for a song,which normally is then transferred to the product or brand.

Many musical artists are more positive about using their songs in advertisements because they believe that using the songs will capture the kind of attention that will lead radio disc jockeys to play the song on the air.

Just as economies go through cycles,attitudes towards sex in advertising experiences cyclical changes.

The goal of a humorous ad is to have consumers:

Ads that use nudity or partial nudity are almost always designed to elicit some type of sexual response in the viewers.

Creatives spend considerable time designing ads with powerful leverage points.

Byron has an interest in purchasing a motorcycle and is now looking at the different models,gathering information about each one.Which type of appeal would be the most effective in developing or changing Bryon's attitude and in establishing specific brand beliefs?

The sequence which matches the typical steps in the hierarchy of effects model is:

Sexuality has been employed in advertising in each of the following ways,except:

In determining the level of sex appeal to use in an advertisement,it is important to consider society's view and level of acceptance at the time the ad is to run.

When humor in an ad is remembered,the product or brand is almost always easily recalled.

Most print ads begin with a(n):

The third stage in the hierarchy of effects model is liking,which follows awareness.

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 the hierarchy of effects model,preference for a particular product only occurs after each of the following occurs,except:

In Saudi Arabia and Malaysia,women featured in advertisements must be shown in family settings and they cannot be depicted as being carefree or desirable to the opposite sex.

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

In the means-ends chain for milk,the calcium content of milk leads to healthier bones,which leads to a display of wisdom and a comfortable life free of osteoporosis.The fact that milk has calcium represents which component of the means-ends chain?

Visual esperanto is:

Music can be intrusive,which means it will:

The account executive or client must provide the "support" component of a creative brief along with documentation for the advertising theme or claim.

The primary benefit of using a well-known song in a musical appeal is that consumers have already developed an affinity for a song,which normally is then transferred to the product or brand.

Many musical artists are more positive about using their songs in advertisements because they believe that using the songs will capture the kind of attention that will lead radio disc jockeys to play the song on the air.

Just as economies go through cycles,attitudes towards sex in advertising experiences cyclical changes.

The goal of a humorous ad is to have consumers:

Ads that use nudity or partial nudity are almost always designed to elicit some type of sexual response in the viewers.

Creatives spend considerable time designing ads with powerful leverage points.

Byron has an interest in purchasing a motorcycle and is now looking at the different models,gathering information about each one.Which type of appeal would be the most effective in developing or changing Bryon's attitude and in establishing specific brand beliefs?

The sequence which matches the typical steps in the hierarchy of effects model is:

Sexuality has been employed in advertising in each of the following ways,except:

In determining the level of sex appeal to use in an advertisement,it is important to consider society's view and level of acceptance at the time the ad is to run.

When humor in an ad is remembered,the product or brand is almost always easily recalled.

Most print ads begin with a(n):

The third stage in the hierarchy of effects model is liking,which follows awareness.

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