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

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

Fear is an ineffective form of advertising appeal that has been largely abandoned.

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.

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

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

A leverage point is associated with an attitudinal change, especially when the sequence used is .

In terms of a radio advertisement, if a consumer can see the image in the mind, then the effect is:

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

Visual elements in an advertisement can be stored in the brain as both pictures and words.

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

If a radio conjures images that consumers can see clearly in their minds, the effect may be greater than seeing an actual visual portrayal.

One major criticism of sexually-based advertising is that it perpetuates dissatisfaction with one's body. This is true for both males and females.

What is a leverage point?

Music can be intrusive, which means it will:

In determining the level of sex appeal to use in an advertisement, it is important to consider:

Using overt sexuality in ads for products that are sexually-oriented is normally accepted, but it often becomes controversial when used for other types of products.

Although sexually-oriented ads attract attention, brand recall for ads using a sex appeal is lower than ads using some other type of appeal.

In determining the level of sex appeal to use in an advertisement, it is important to consider society's view and level of acceptance at the time the ad is to run.

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.

Executional frameworks are a component of a MECCAS model.