Question 1

What are the major criticisms of sexuality in advertising?

Accepted Answer

∙They are too overt and offens

Question 2

The priceless campaign of MasterCard is based on a(n):

Accepted Answer

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

Question 3

Which is an example of visual esperanto?

Accepted Answer

A)  showing a shared family moment 
B)  using a decorative model 
C)  tailoring ad copy to a particular region 
D)  showing the Rocky Mountains 
A)  showing a shared family moment 
B)  using a decorative model 
C)  tailoring ad copy to a particular region 
D)  showing the Rocky Mountains

Question 4

Music is very good at gaining a viewer's attention:

Accepted Answer

A)  but often interferes with the person's ability to retain the information in the ad 
B)  but interferes with brand and product recall 
C)  and increases the retention of information in the ad 
D)  and increasing the viewer's propensity to action 
A)  but often interferes with the person's ability to retain the information in the ad 
B)  but interferes with brand and product recall 
C)  and increases the retention of information in the ad 
D)  and increasing the viewer's propensity to action

Question 5

Executional frameworks are a key part of a MECCAS model.

Accepted Answer

A) True 
 B)False

Question 6

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 display of wisdom and a comfortable life 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 7

Which level of fear is most likely to succeed in an advertisement?

Accepted Answer

A)  a low, non-threatening level 
B)  a moderate level 
C)  high levels 
D)  it's not the level of fear that matters, it's the type 
A)  a low, non-threatening level 
B)  a moderate level 
C)  high levels 
D)  it's not the level of fear that matters, it's the type

Question 8

In a fear appeal,severity is the degree of potential physical,social,or psychological harm.

Accepted Answer

A) True 
 B)False

Question 9

In terms of a fear approach,one reason teenagers who smoke do not quit is because they are afraid they will lose their friends.The social aspect of their lives is more important than the health aspects.In their minds,losing their friends is which component of the behavioral response model?

Accepted Answer

A)  intrinsic reward 
B)  severity 
C)  vulnerability 
D)  response cost 
A)  intrinsic reward 
B)  severity 
C)  vulnerability 
D)  response cost

Question 10

Print media offer the best outlets for rational appeals.

Accepted Answer

A) True 
 B)False

Question 11

The most difficult task for a creative in developing an advertisement with visual esperanto is finding:

Accepted Answer

A)  the right tagline to use 
B)  the right words 
C)  the right colors 
D)  the right image 
A)  the right tagline to use 
B)  the right words 
C)  the right colors 
D)  the right image

Question 12

What is a leverage point?

Accepted Answer

The part of an advertisement t

Question 13

Nudity and partial nudity in advertisements are most effective when the product has some form of sexual connotation.

Accepted Answer

A) True 
 B)False

Question 14

Some musicians now see writing and singing songs for advertisements as a way to get their songs heard and eventually played by individuals,apart from the ad.The advantages of this method of writing songs for ads include the following,except:

Accepted Answer

A)  it is easier to develop brand awareness, brand equity, and brand loyalty 
B)  marketers see an opportunity to tie a new, emerging song to a product 
C)  many consumers are interested in finding out who performs the music in various ads 
D)  the Internet provides an opportunity to post the song for people to enjoy 
A)  it is easier to develop brand awareness, brand equity, and brand loyalty 
B)  marketers see an opportunity to tie a new, emerging song to a product 
C)  many consumers are interested in finding out who performs the music in various ads 
D)  the Internet provides an opportunity to post the song for people to enjoy

Question 15

Based on the hierarchy of effects model,affective-oriented advertisements are superior in developing liking,preference,and conviction for a product.

Accepted Answer

A) True 
 B)False

Question 16

Most creatives view emotional advertising as the key to developing brand loyalty.

Accepted Answer

A) True 
 B)False

Question 17

The Good Housekeeping seal of approval is part of an advertisement's:

Accepted Answer

A)  promise of a benefit 
B)  amplification 
C)  subheadline 
D)  proof of the claim 
A)  promise of a benefit 
B)  amplification 
C)  subheadline 
D)  proof of the claim

Question 18

Both the hierarchy of effects model and the means-end chain model are associated with the use of a leverage point.

Accepted Answer

A) True 
 B)False

Question 19

A description of how a search engine can help the web specialist at an e-business feel good about its website's ability to handle the e-commerce traffic is an example of an advertisement using a(n):

Accepted Answer

A)  rational appeal 
B)  emotional appeal 
C)  scarcity appeal 
D)  fear appeal 
A)  rational appeal 
B)  emotional appeal 
C)  scarcity appeal 
D)  fear appeal

Question 20

A leverage point is the feature of the ad that moves the viewer from understanding the product's benefits to linking those benefits with:

Accepted Answer

A)  a liking for the product 
B)  personal values 
C)  the visual element into both a mental picture and words 
D)  some type of action or change in attitude 
A)  a liking for the product 
B)  personal values 
C)  the visual element into both a mental picture and words 
D)  some type of action or change in attitude

What are the major criticisms of sexuality in advertising?

The priceless campaign of MasterCard is based on a(n):

Which is an example of visual esperanto?

Music is very good at gaining a viewer's attention:

Executional frameworks are a key part of a MECCAS model.

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 display of wisdom and a comfortable life component of the means-ends chain is the:

Which level of fear is most likely to succeed in an advertisement?

In a fear appeal,severity is the degree of potential physical,social,or psychological harm.

In terms of a fear approach,one reason teenagers who smoke do not quit is because they are afraid they will lose their friends.The social aspect of their lives is more important than the health aspects.In their minds,losing their friends is which component of the behavioral response model?

Print media offer the best outlets for rational appeals.

The most difficult task for a creative in developing an advertisement with visual esperanto is finding:

What is a leverage point?

Nudity and partial nudity in advertisements are most effective when the product has some form of sexual connotation.

Some musicians now see writing and singing songs for advertisements as a way to get their songs heard and eventually played by individuals,apart from the ad.The advantages of this method of writing songs for ads include the following,except:

Based on the hierarchy of effects model,affective-oriented advertisements are superior in developing liking,preference,and conviction for a product.

Most creatives view emotional advertising as the key to developing brand loyalty.

The Good Housekeeping seal of approval is part of an advertisement's:

Both the hierarchy of effects model and the means-end chain model are associated with the use of a leverage point.

A description of how a search engine can help the web specialist at an e-business feel good about its website's ability to handle the e-commerce traffic is an example of an advertisement using a(n):

A leverage point is the feature of the ad that moves the viewer from understanding the product's benefits to linking those benefits with:

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

What are the major criticisms of sexuality in advertising?

The priceless campaign of MasterCard is based on a(n):

Which is an example of visual esperanto?

Music is very good at gaining a viewer's attention:

Executional frameworks are a key part of a MECCAS model.

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 display of wisdom and a comfortable life component of the means-ends chain is the:

Which level of fear is most likely to succeed in an advertisement?

In a fear appeal,severity is the degree of potential physical,social,or psychological harm.

In terms of a fear approach,one reason teenagers who smoke do not quit is because they are afraid they will lose their friends.The social aspect of their lives is more important than the health aspects.In their minds,losing their friends is which component of the behavioral response model?

Print media offer the best outlets for rational appeals.

The most difficult task for a creative in developing an advertisement with visual esperanto is finding:

What is a leverage point?

Nudity and partial nudity in advertisements are most effective when the product has some form of sexual connotation.

Some musicians now see writing and singing songs for advertisements as a way to get their songs heard and eventually played by individuals,apart from the ad.The advantages of this method of writing songs for ads include the following,except:

Based on the hierarchy of effects model,affective-oriented advertisements are superior in developing liking,preference,and conviction for a product.

Most creatives view emotional advertising as the key to developing brand loyalty.

The Good Housekeeping seal of approval is part of an advertisement's:

Both the hierarchy of effects model and the means-end chain model are associated with the use of a leverage point.

A description of how a search engine can help the web specialist at an e-business feel good about its website's ability to handle the e-commerce traffic is an example of an advertisement using a(n):

A leverage point is the feature of the ad that moves the viewer from understanding the product's benefits to linking those benefits with:

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