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

The Mcgarrybowen Advertising Agency bases its work on storytelling along with marketing research.

Ads that use nudity or partial nudity are almost always designed to elicit some type of sexual response in the viewers.

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

The means-end chain approach suggests that an advertisement should contain a message or means that:

A leverage point moves the consumer from understanding a product's benefits to linking those benefits with personal values.

The final stage in the hierarchy of effects model is liking and/or preference.

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

Which is an example of visual esperanto?

Taglines are important because they carry over from one ad to another and provide consistency across ad campaigns.

Using "regular person" models in advertisements are being used by companies such as Wal-Mart in response to:

Which type of appeal closely follows the steps in the hierarchy of effects model?

Which immediately follows awareness in the hierarchy of effects model?

To be successful, humor used in ads should be connected directly to the product's benefits.

The following are types of appeals that can be used in designing ads, except:

Sex appeals and nudity tend to increase attention to advertisements, but only for males.

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

Humor causes consumers to watch, laugh, and, most important:

In a business-to-business advertisement for Service Metrics where the man is blindfolded and about ready to step into a manhole, the manhole illustrates which component of the behavioral response model?

When humor in an ad is remembered, the product or brand is almost always easily recalled.

Creatives spend considerable time designing ads with powerful leverage points.