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

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

Controversial sexual ads are interesting to viewers, but sometimes fail to transmit key information that will be recalled.

The primary benefit of using a scarcity appeal is that it:

A means-end chain stresses the linkage between a product's attributes and its price.

In the past, creatives designing business-to-business advertisements relied heavily on the verbal element rather than on visuals. In recent years, there has been a shift to using stronger visual elements in business-to-business advertisements.

Using songs from popular musicians is:

Brand awareness, brand equity, and brand loyalty are easier to develop when consumers are already familiar with the music used in an advertisement than when a new song, music, or jingle is written.

In an advertisement for Curves for Women, consumers are encouraged to "join now" by offering them the rest of the summer free. This portion of the ad corresponds to which step in the hierarchy of effects model?

A decorative model is a person who adorns a product as a sexual or attractive stimulus, but has nothing to actually do with the product.

The hierarchy of effects model helps to clarify the objectives of an advertising campaign.

The concept that moves a consumer from understanding a product's benefits to linking those benefits with personal values is:

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

In a means-end 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 fact that milk has calcium represents which component of the means-end chain?

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

The appeal that has proven to be one of the most effective at cutting through clutter is:

Byron has an interest in purchasing a motorcycle and is now looking at the different models, gathering information about each one. Which type of appeal would be the most effective in developing or changing Byron's attitude and in establishing specific brand beliefs?

A shopper who sees an item in a store, becomes intrigued, asks for information, and then makes a purchase is following the sequence of the hierarchy of effects model.

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

In terms of advertising internationally, the levels of nudity, sexual references, and gender-specific issues that are permitted in a country are determined by all of the following, except:

Emotional appeals: