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

The fifth step in a purchase decision,which follows both liking and preference in the hierarchy of effects model,is:

In terms of music used in advertisements,the most common method is to use a song that has already been written or a jingle that already exists.

Based on the hierarchy of effects model,conative-oriented advertisements are superior in facilitating product purchases and other consumer actions.

Humor overcomes clutter by:

Which is an example of visual esperanto?

Amplification is an advertisement's body or text.

While some evidence exists that humor may be universal,other research indicates that particular executions of humor appeals may not be universal and that humor is often based in one's culture.

In the Effie Awards,sponsored by the New York chapter of the American Marketing Association,the most common approach used by winners was:

Ecko Unlimited's merchandise has not penetrated into more mainstream retail stores.

Using a popular song in an advertisement:

Business-to-business ads have tended to use the rational advertising appeals almost exclusively.In recent years,there has been a move to use more:

Although using sex in advertising no longer sells the way it used to and no longer has the shock value it had in the past,advertising in the United States and other countries contain more visual sexual themes than ever before.

Rational appeals work best when:

Severity and vulnerability are key elements in rational advertisements.

Using "regular person" models in advertisements are being used by companies like Wal-Mart in response to:

In a fear appeal,vulnerability is based on the likelihood the probability that a negative event will occur.

The major benefit of the hierarchy of effects model is that it is one method to identify the typical steps consumers and businesses take when making purchases.

Each of the following statements about the visual element in ads is true,except:

While a musical appeal is very good at gaining a viewer's attention,it often decreases the retention of information in the ad.

The underlying principle for using more emotional appeals in b-to-b advertising is that emotions can be a part of every type of decision,even in the b-to-b environment.