Question 1

Emotional appeals are designed to capture a viewer's attention and foster an attachment between the consumer and the brand.

Accepted Answer

A) True 
 B)False

Question 2

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 healthier bones component of the means-ends chain is the:

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 3

The promise of a benefit is normally part of an advertisement's headline.

Accepted Answer

A) True 
 B)False

Question 4

The particular type of appeal that should be used in an advertisement should be based on a review of the creative brief,the objective of the advertisement,and the means-end chain to be conveyed.

Accepted Answer

A) True 
 B)False

Question 5

Name the components of the MECCAS model.What does MECCAS stand for?

Accepted Answer

1.Product attributes
2.Consume

Question 6

The attitude sequence of cognitive → conative → affective is based on the hierarchy of effects model sequence.

Accepted Answer

A) True 
 B)False

Question 7

Emotional appeals are popular because:

Accepted Answer

A)  they are better at getting a viewer's attention than humor or sexuality 
B)  rational appeals are often ignored 
C)  they emphasize product features 
D)  they often contain subliminal messages 
A)  they are better at getting a viewer's attention than humor or sexuality 
B)  rational appeals are often ignored 
C)  they emphasize product features 
D)  they often contain subliminal messages

Question 8

What approaches to sexuality are used in advertising?

Accepted Answer

∙Subliminal techniques
∙Nudity

Question 9

The final stage in the hierarchy of effects model is the actual purchase.

Accepted Answer

A) True 
 B)False

Question 10

Using a fear appeal in an advertisement increases both the viewer's interest in the ad and the persuasiveness of the ad.

Accepted Answer

A) True 
 B)False

Question 11

An advertising headline:

Accepted Answer

A)  makes the promise of a benefit 
B)  proves an advertising claim 
C)  amplifies an advertising claim 
D)  suggests a unique selling proposition 
A)  makes the promise of a benefit 
B)  proves an advertising claim 
C)  amplifies an advertising claim 
D)  suggests a unique selling proposition

Question 12

For print ads,the most crucial element is the:

Accepted Answer

A)  headline or promise of a benefit 
B)  proof of claim 
C)  amplification 
D)  unique selling proposition 
A)  headline or promise of a benefit 
B)  proof of claim 
C)  amplification 
D)  unique selling proposition

Question 13

Which type of appeal reaches the more creative right side of the brain?

Accepted Answer

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

Question 14

Humor has proven to be one of the best appeals for cutting through advertising clutter.

Accepted Answer

A) True 
 B)False

Question 15

Visual elements of an advertisement are stored in:

Accepted Answer

A)  the left side of the brain 
B)  the right side of the brain 
C)  both sides of the brain 
D)  the left side of the brain if the visual is abstract and right side if the visual is concrete 
A)  the left side of the brain 
B)  the right side of the brain 
C)  both sides of the brain 
D)  the left side of the brain if the visual is abstract and right side if the visual is concrete

Question 16

The theory that emphasizes leverage points and personal values is:

Accepted Answer

A)  hierarchy of effects 
B)  MECCAS 
C)  visual and verbal cues 
D)  conative and cognitive models 
A)  hierarchy of effects 
B)  MECCAS 
C)  visual and verbal cues 
D)  conative and cognitive models

Question 17

One criticism of the hierarchy of effects model is that when making purchases,consumers and businesses do not always follow the six steps in a sequential order.

Accepted Answer

A) True 
 B)False

Question 18

The best medium for using an emotional appeal is probably:

Accepted Answer

A)  magazines 
B)  radio 
C)  television 
D)  newspapers 
A)  magazines 
B)  radio 
C)  television 
D)  newspapers

Question 19

Each of the following statements about the use of decorative models is true,except:

Accepted Answer

A)  the presence of a decorative model improves ad recognition, but not brand recognition 
B)  attractive models produce higher levels of attention than do less attractive models 
C)  the presence of an attractive model produces higher purchase intentions for any type of product 
D)  the presence of a decorative model influences the affective component of attitude 
A)  the presence of a decorative model improves ad recognition, but not brand recognition 
B)  attractive models produce higher levels of attention than do less attractive models 
C)  the presence of an attractive model produces higher purchase intentions for any type of product 
D)  the presence of a decorative model influences the affective component of attitude

Question 20

Visual images tend to be more difficult to remember than verbal copy.

Accepted Answer

A) True 
 B)False

Emotional appeals are designed to capture a viewer's attention and foster an attachment between the consumer and the brand.

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 healthier bones component of the means-ends chain is the:

The promise of a benefit is normally part of an advertisement's headline.

The particular type of appeal that should be used in an advertisement should be based on a review of the creative brief,the objective of the advertisement,and the means-end chain to be conveyed.

Name the components of the MECCAS model.What does MECCAS stand for?

The attitude sequence of cognitive → conative → affective is based on the hierarchy of effects model sequence.

Emotional appeals are popular because:

What approaches to sexuality are used in advertising?

The final stage in the hierarchy of effects model is the actual purchase.

Using a fear appeal in an advertisement increases both the viewer's interest in the ad and the persuasiveness of the ad.

An advertising headline:

For print ads,the most crucial element is the:

Which type of appeal reaches the more creative right side of the brain?

Humor has proven to be one of the best appeals for cutting through advertising clutter.

Visual elements of an advertisement are stored in:

The theory that emphasizes leverage points and personal values is:

One criticism of the hierarchy of effects model is that when making purchases,consumers and businesses do not always follow the six steps in a sequential order.

The best medium for using an emotional appeal is probably:

Each of the following statements about the use of decorative models is true,except:

Visual images tend to be more difficult to remember than verbal copy.

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

Emotional appeals are designed to capture a viewer's attention and foster an attachment between the consumer and the brand.

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 healthier bones component of the means-ends chain is the:

The promise of a benefit is normally part of an advertisement's headline.

The particular type of appeal that should be used in an advertisement should be based on a review of the creative brief,the objective of the advertisement,and the means-end chain to be conveyed.

Name the components of the MECCAS model.What does MECCAS stand for?

The attitude sequence of cognitive → conative → affective is based on the hierarchy of effects model sequence.

Emotional appeals are popular because:

What approaches to sexuality are used in advertising?

The final stage in the hierarchy of effects model is the actual purchase.

Using a fear appeal in an advertisement increases both the viewer's interest in the ad and the persuasiveness of the ad.

An advertising headline:

For print ads,the most crucial element is the:

Which type of appeal reaches the more creative right side of the brain?

Humor has proven to be one of the best appeals for cutting through advertising clutter.

Visual elements of an advertisement are stored in:

The theory that emphasizes leverage points and personal values is:

One criticism of the hierarchy of effects model is that when making purchases,consumers and businesses do not always follow the six steps in a sequential order.

The best medium for using an emotional appeal is probably:

Each of the following statements about the use of decorative models is true,except:

Visual images tend to be more difficult to remember than verbal copy.

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