Question 1

The first stage in the hierarchy of effects model is awareness.

Accepted Answer

A) True 
 B)False

Question 2

The types of sexually-oriented ads that will produce the highest level of physiological responses are:

Accepted Answer

A)  nudity and overt sexuality 
B)  nudity and sexual suggestiveness 
C)  sensuality and sexual suggestiveness 
D)  nudity and partial nudity 
A)  nudity and overt sexuality 
B)  nudity and sexual suggestiveness 
C)  sensuality and sexual suggestiveness 
D)  nudity and partial nudity

Question 3

Truly subliminal sexual messages are highly effective advertising techniques.

Accepted Answer

A) True 
 B)False

Question 4

Urban apparel produced by Ecko Enterprises can viewed as a form of "lifestyle merchandising."

Accepted Answer

A) True 
 B)False

Question 5

The amplification of an ad should contain:

Accepted Answer

A)  imagery or an attention-getting device 
B)  allegory or alliteration for memory 
C)  a unique selling proposition 
D)  an alternative perspective 
A)  imagery or an attention-getting device 
B)  allegory or alliteration for memory 
C)  a unique selling proposition 
D)  an alternative perspective

Question 6

To achieve brand loyalty,advertisers must address all six stages of the hierarchy of effects model.

Accepted Answer

A) True 
 B)False

Question 7

The first step in a purchase decision according to the hierarchy of effects model is:

Accepted Answer

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

Question 8

Using songs from popular musicians is:

Accepted Answer

A)  popular because musicians seek greater exposure of their songs 
B)  popular because the affinity for the song normally transfers to the product 
C)  not popular because the songs typically overwhelm the message 
D)  not popular because people remember the musician and the song, not the message 
A)  popular because musicians seek greater exposure of their songs 
B)  popular because the affinity for the song normally transfers to the product 
C)  not popular because the songs typically overwhelm the message 
D)  not popular because people remember the musician and the song, not the message

Question 9

Ads that were rated as highly controversial in terms of sexual content by both males and females:

Accepted Answer

A)  were also rated as most interesting 
B)  had the lowest level of brand recall 
C)  were the best at relaying product information 
D)  produced the best results 
A)  were also rated as most interesting 
B)  had the lowest level of brand recall 
C)  were the best at relaying product information 
D)  produced the best results

Question 10

Which is the best outlet for a rational appeal?

Accepted Answer

A)  broadcast media 
B)  Internet and magazines 
C)  print media 
D)  non-traditional media 
A)  broadcast media 
B)  Internet and magazines 
C)  print media 
D)  non-traditional media

Question 11

Emotional appeals are based on each of the following ideas,except:

Accepted Answer

A)  humor and sex appeals are being overused and therefore not as effective as in the past 
B)  consumers ignore most advertisements 
C)  rational appeals go unnoticed unless the consumer is in the market for the particular product at the time it is advertised 
D)  emotional advertising can capture a person's attention and foster an attachment between the consumer and the brand 
A)  humor and sex appeals are being overused and therefore not as effective as in the past 
B)  consumers ignore most advertisements 
C)  rational appeals go unnoticed unless the consumer is in the market for the particular product at the time it is advertised 
D)  emotional advertising can capture a person's attention and foster an attachment between the consumer and the brand

Question 12

Visual esperanto advertising recognizes that visual images are more powerful than verbal descriptions.

Accepted Answer

A) True 
 B)False

Question 13

The second step in a purchase decision,which follows awareness in the hierarchy of effects model,is:

Accepted Answer

A)  recognition 
B)  liking 
C)  preference 
D)  knowledge 
A)  recognition 
B)  liking 
C)  preference 
D)  knowledge

Question 14

The appeal that has proven to be one of the best for cutting through clutter is:

Accepted Answer

A)  fear 
B)  humor 
C)  emotions 
D)  music 
A)  fear 
B)  humor 
C)  emotions 
D)  music

Question 15

In terms of the visual element of an advertisement,a concrete image has a:

Accepted Answer

A)  higher level of recall than an abstract image 
B)  lower level of recall than an abstract image 
C)  lesser impact on the affective component of attitude than an abstract image 
D)  lesser impact on the cognitive component of attitude than on the affective component 
A)  higher level of recall than an abstract image 
B)  lower level of recall than an abstract image 
C)  lesser impact on the affective component of attitude than an abstract image 
D)  lesser impact on the cognitive component of attitude than on the affective component

Question 16

Humor is a rarely-used form of advertising appeal.

Accepted Answer

A) True 
 B)False

Question 17

Subliminal sexual messages are:

Accepted Answer

A)  often ignored by viewers 
B)  highly effective with teenage viewers 
C)  increasingly used instead of humor 
D)  used to advertise children's products 
A)  often ignored by viewers 
B)  highly effective with teenage viewers 
C)  increasingly used instead of humor 
D)  used to advertise children's products

Question 18

In France,humor and sexuality are often used together in advertising.

Accepted Answer

A) True 
 B)False

Question 19

A means-ends chain is the basis for the:

Accepted Answer

A)  hierarchy of effects model 
B)  MECCAS model 
C)  visual and verbal cue consistency approach 
D)  components of attitudes 
A)  hierarchy of effects model 
B)  MECCAS model 
C)  visual and verbal cue consistency approach 
D)  components of attitudes

Question 20

An advertisement's headline is usually the same as the ad's tag line.

Accepted Answer

A) True 
 B)False

The first stage in the hierarchy of effects model is awareness.

The types of sexually-oriented ads that will produce the highest level of physiological responses are:

Truly subliminal sexual messages are highly effective advertising techniques.

Urban apparel produced by Ecko Enterprises can viewed as a form of "lifestyle merchandising."

The amplification of an ad should contain:

To achieve brand loyalty,advertisers must address all six stages of the hierarchy of effects model.

The first step in a purchase decision according to the hierarchy of effects model is:

Using songs from popular musicians is:

Ads that were rated as highly controversial in terms of sexual content by both males and females:

Which is the best outlet for a rational appeal?

Emotional appeals are based on each of the following ideas,except:

Visual esperanto advertising recognizes that visual images are more powerful than verbal descriptions.

The second step in a purchase decision,which follows awareness in the hierarchy of effects model,is:

The appeal that has proven to be one of the best for cutting through clutter is:

In terms of the visual element of an advertisement,a concrete image has a:

Humor is a rarely-used form of advertising appeal.

Subliminal sexual messages are:

In France,humor and sexuality are often used together in advertising.

A means-ends chain is the basis for the:

An advertisement's headline is usually the same as the ad's tag line.

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

The first stage in the hierarchy of effects model is awareness.

The types of sexually-oriented ads that will produce the highest level of physiological responses are:

Truly subliminal sexual messages are highly effective advertising techniques.

Urban apparel produced by Ecko Enterprises can viewed as a form of "lifestyle merchandising."

The amplification of an ad should contain:

To achieve brand loyalty,advertisers must address all six stages of the hierarchy of effects model.

The first step in a purchase decision according to the hierarchy of effects model is:

Using songs from popular musicians is:

Ads that were rated as highly controversial in terms of sexual content by both males and females:

Which is the best outlet for a rational appeal?

Emotional appeals are based on each of the following ideas,except:

Visual esperanto advertising recognizes that visual images are more powerful than verbal descriptions.

The second step in a purchase decision,which follows awareness in the hierarchy of effects model,is:

The appeal that has proven to be one of the best for cutting through clutter is:

In terms of the visual element of an advertisement,a concrete image has a:

Humor is a rarely-used form of advertising appeal.

Subliminal sexual messages are:

In France,humor and sexuality are often used together in advertising.

A means-ends chain is the basis for the:

An advertisement's headline is usually the same as the ad's tag line.

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