Question 1

Women tend to respond more favorably to the use of overt sexuality in advertisements than they do to the use of sensuality.

Accepted Answer

A) True 
 B)False

Question 2

In determining the level of sex appeal to use in an advertisement,it is important to consider:

Accepted Answer

A)  the amount of sexually-oriented advertising that is being used by competitors 
B)  how decorative models are being used 
C)  society's view and level of acceptance at the time the ad is to run 
D)  the target audiences view of sexuality 
A)  the amount of sexually-oriented advertising that is being used by competitors 
B)  how decorative models are being used 
C)  society's view and level of acceptance at the time the ad is to run 
D)  the target audiences view of sexuality

Question 3

Scarcity appeals are designed to build brand awareness and lead to positive attitudes toward the brand.

Accepted Answer

A) True 
 B)False

Question 4

In a business-to-business advertisement for Service Metrics where the man is blindfolded and about ready to step into a manhole,the manhole illustrates which component of the behavioral response model?

Accepted Answer

A)  severity 
B)  vulnerability 
C)  response cost 
D)  negative consequence 
A)  severity 
B)  vulnerability 
C)  response cost 
D)  negative consequence

Question 5

In terms of using a sex appeal,many advertisers are shifting to:

Accepted Answer

A)  subliminal advertising techniques 
B)  nudity and partial nudity 
C)  subtle sexual cues, suggestions, and innuendos 
D)  overt sexual themes 
A)  subliminal advertising techniques 
B)  nudity and partial nudity 
C)  subtle sexual cues, suggestions, and innuendos 
D)  overt sexual themes

Question 6

Decorative models are people who:

Accepted Answer

A)  are key product spokespersons 
B)  are nude models in television ads 
C)  adorn a product as a sexual stimulus 
D)  design attractive products 
A)  are key product spokespersons 
B)  are nude models in television ads 
C)  adorn a product as a sexual stimulus 
D)  design attractive products

Question 7

MECCAS stand for Means-End Conceptualization of Components of Advertising Strategy.

Accepted Answer

A) True 
 B)False

Question 8

The following are types of appeals that can be used in designing ads,except:

Accepted Answer

A)  fantasy 
B)  fear 
C)  humor 
D)  sex 
A)  fantasy 
B)  fear 
C)  humor 
D)  sex

Question 9

In the Clio Awards for radio ads,ads using a sex appeal are normally the most likely to win.

Accepted Answer

A) True 
 B)False

Question 10

A leverage point is associated with an attitudinal change,especially when the sequence used is cognitive --> affective --> conative.

Accepted Answer

A) True 
 B)False

Question 11

Describe the sequence that occurs when a humorous ad is successful.

Accepted Answer

1.The consumer watches
2.laugh

Question 12

Although almost any type of appeal can be used to create an advertisement,it is the key responsibility of the marketer to make sure,to whatever degree possible,that the appeal is the right choice for the:

Accepted Answer

A)  advertising agency and creative that will be working on the ad 
B)  product, media planner, and media buyer 
C)  brand and the target audience 
D)  account executive and creative 
A)  advertising agency and creative that will be working on the ad 
B)  product, media planner, and media buyer 
C)  brand and the target audience 
D)  account executive and creative

Question 13

In recent years,more business-to-business advertisements have incorporated:

Accepted Answer

A)  stronger verbal elements to persuade business buyers 
B)  stronger visual elements to heighten the emotional aspect of making a purchase 
C)  leverage points to move business buyers from knowledge to purchases 
D)  more rational appeals to create stronger affinities for particular brands 
A)  stronger verbal elements to persuade business buyers 
B)  stronger visual elements to heighten the emotional aspect of making a purchase 
C)  leverage points to move business buyers from knowledge to purchases 
D)  more rational appeals to create stronger affinities for particular brands

Question 14

Which type of appeal follows the hierarchy of effects model?

Accepted Answer

A)  sexual 
B)  emotional 
C)  rational 
D)  scarcity 
A)  sexual 
B)  emotional 
C)  rational 
D)  scarcity

Question 15

In terms of a radio advertisement,if a consumer can see the image in the mind,then the effect is:

Accepted Answer

A)  greater than if the consumer could see the actual visual 
B)  greater only if the image is concrete 
C)  greater only if the image is abstract 
D)  greater than an ad with an abstract image, but less effective than an ad with a concrete image 
A)  greater than if the consumer could see the actual visual 
B)  greater only if the image is concrete 
C)  greater only if the image is abstract 
D)  greater than an ad with an abstract image, but less effective than an ad with a concrete image

Question 16

In the past,creatives designing business-to-business ads relied heavily on:

Accepted Answer

A)  a blend of visual and verbal elements 
B)  the visual component of the ad 
C)  the verbal component of the ad 
D)  the leverage point and terminal values 
A)  a blend of visual and verbal elements 
B)  the visual component of the ad 
C)  the verbal component of the ad 
D)  the leverage point and terminal values

Question 17

Emotional appeals:

Accepted Answer

A)  have been used more frequently in business-to-business ads in the past decade 
B)  are designed to evoke cognitive responses 
C)  primarily describe product attributes 
D)  are difficult to create on television 
A)  have been used more frequently in business-to-business ads in the past decade 
B)  are designed to evoke cognitive responses 
C)  primarily describe product attributes 
D)  are difficult to create on television

Question 18

Using overt sexuality in ads for products that are sexually-oriented is normally accepted,but it often become controversial when used for other types of products.

Accepted Answer

A) True 
 B)False

Question 19

An advertisement featuring a fear appeal that suggests a person will feel good about losing weight is an example of highlighting extrinsic rewards.

Accepted Answer

A) True 
 B)False

Question 20

The following are types of appeals that can be used in designing ads,except:

Accepted Answer

A)  music 
B)  cognitive 
C)  rationality 
D)  emotion 
A)  music 
B)  cognitive 
C)  rationality 
D)  emotion

Women tend to respond more favorably to the use of overt sexuality in advertisements than they do to the use of sensuality.

In determining the level of sex appeal to use in an advertisement,it is important to consider:

Scarcity appeals are designed to build brand awareness and lead to positive attitudes toward the brand.

In a business-to-business advertisement for Service Metrics where the man is blindfolded and about ready to step into a manhole,the manhole illustrates which component of the behavioral response model?

In terms of using a sex appeal,many advertisers are shifting to:

Decorative models are people who:

MECCAS stand for Means-End Conceptualization of Components of Advertising Strategy.

The following are types of appeals that can be used in designing ads,except:

In the Clio Awards for radio ads,ads using a sex appeal are normally the most likely to win.

A leverage point is associated with an attitudinal change,especially when the sequence used is cognitive --> affective --> conative.

Describe the sequence that occurs when a humorous ad is successful.

Although almost any type of appeal can be used to create an advertisement,it is the key responsibility of the marketer to make sure,to whatever degree possible,that the appeal is the right choice for the:

In recent years,more business-to-business advertisements have incorporated:

Which type of appeal follows the hierarchy of effects model?

In terms of a radio advertisement,if a consumer can see the image in the mind,then the effect is:

In the past,creatives designing business-to-business ads relied heavily on:

Emotional appeals:

Using overt sexuality in ads for products that are sexually-oriented is normally accepted,but it often become controversial when used for other types of products.

An advertisement featuring a fear appeal that suggests a person will feel good about losing weight is an example of highlighting extrinsic rewards.

The following are types of appeals that can be used in designing ads,except:

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

Women tend to respond more favorably to the use of overt sexuality in advertisements than they do to the use of sensuality.

In determining the level of sex appeal to use in an advertisement,it is important to consider:

Scarcity appeals are designed to build brand awareness and lead to positive attitudes toward the brand.

In a business-to-business advertisement for Service Metrics where the man is blindfolded and about ready to step into a manhole,the manhole illustrates which component of the behavioral response model?

In terms of using a sex appeal,many advertisers are shifting to:

Decorative models are people who:

MECCAS stand for Means-End Conceptualization of Components of Advertising Strategy.

The following are types of appeals that can be used in designing ads,except:

In the Clio Awards for radio ads,ads using a sex appeal are normally the most likely to win.

A leverage point is associated with an attitudinal change,especially when the sequence used is cognitive --> affective --> conative.

Describe the sequence that occurs when a humorous ad is successful.

Although almost any type of appeal can be used to create an advertisement,it is the key responsibility of the marketer to make sure,to whatever degree possible,that the appeal is the right choice for the:

In recent years,more business-to-business advertisements have incorporated:

Which type of appeal follows the hierarchy of effects model?

In terms of a radio advertisement,if a consumer can see the image in the mind,then the effect is:

In the past,creatives designing business-to-business ads relied heavily on:

Emotional appeals:

Using overt sexuality in ads for products that are sexually-oriented is normally accepted,but it often become controversial when used for other types of products.

An advertisement featuring a fear appeal that suggests a person will feel good about losing weight is an example of highlighting extrinsic rewards.

The following are types of appeals that can be used in designing ads,except:

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