Question 1

Which type of appeal reaches the more creative right side of the brain?

Accepted Answer

A)  rational 
B)  sex 
C)  humor 
D)  emotional 
A)  rational 
B)  sex 
C)  humor 
D)  emotional

Question 2

What are the major criticisms of sexuality in advertising?

Accepted Answer

• They are too overt and offen

Question 3

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 display of wisdom and a comfortable life component of the means-end 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 4

Low levels of fear in an ad may not create feelings of severity or vulnerability.

Accepted Answer

A) True 
 B)False

Question 5

Preference occurs before knowledge or awareness in the hierarchy of effects model.

Accepted Answer

A) True 
 B)False

Question 6

The underlying principle for using more emotional appeals in business-to-business advertising is that emotions can be a part of every type of decision, even in the business-to-business environment.

Accepted Answer

A) True 
 B)False

Question 7

A fear level that is too high is impossible to create, because viewers have become immune to fear tactics in advertising.

Accepted Answer

A) True 
 B)False

Question 8

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 9

The cognitive component of attitude matches the hierarchy of effects model's components of:

Accepted Answer

A)  awareness and knowledge 
B)  liking, preference, and conviction 
C)  conviction and action 
D)  the actual purchase 
A)  awareness and knowledge 
B)  liking, preference, and conviction 
C)  conviction and action 
D)  the actual purchase

Question 10

According to the hierarchy of effects model, after preference comes:

Accepted Answer

A)  the actual purchase 
B)  recognition 
C)  knowledge 
D)  conviction 
A)  the actual purchase 
B)  recognition 
C)  knowledge 
D)  conviction

Question 11

Means-end theory is the basis of the MECCAS approach to advertising.

Accepted Answer

A) True 
 B)False

Question 12

Subliminal sexual messages are:

Accepted Answer

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

Question 13

The leverage point in an advertisement is the message or concept that links the product's attributes and benefits to the consumer end-state values.

Accepted Answer

A) True 
 B)False

Question 14

The particular type of appeal that should be used in an advertisement should be based on a review of the creative brief, the objective of the advertisement, and the means-end chain to be conveyed.

Accepted Answer

A) True 
 B)False

Question 15

The key to creating a successful visual esperanto is creating something that transcends cultures, through a(n):

Accepted Answer

A)  effective verbal message 
B)  brand name 
C)  visual image 
D)  leverage point 
A)  effective verbal message 
B)  brand name 
C)  visual image 
D)  leverage point

Question 16

In many Middle East countries, sex and gender issues are taboo subjects.

Accepted Answer

A) True 
 B)False

Question 17

Print media offer the best outlets for rational appeals.

Accepted Answer

A) True 
 B)False

Question 18

Sexuality has been employed in advertising in each of the following ways, except:

Accepted Answer

A)  subliminal techniques 
B)  nudity or partial nudity 
C)  overt sexuality 
D)  pornographic 
A)  subliminal techniques 
B)  nudity or partial nudity 
C)  overt sexuality 
D)  pornographic

Question 19

Humor is a rarely-used form of advertising appeal.

Accepted Answer

A) True 
 B)False

Question 20

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

Which type of appeal reaches the more creative right side of the brain?

What are the major criticisms of sexuality in advertising?

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

Low levels of fear in an ad may not create feelings of severity or vulnerability.

Preference occurs before knowledge or awareness in the hierarchy of effects model.

The underlying principle for using more emotional appeals in business-to-business advertising is that emotions can be a part of every type of decision, even in the business-to-business environment.

A fear level that is too high is impossible to create, because viewers have become immune to fear tactics in advertising.

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

The cognitive component of attitude matches the hierarchy of effects model's components of:

According to the hierarchy of effects model, after preference comes:

Means-end theory is the basis of the MECCAS approach to advertising.

Subliminal sexual messages are:

The leverage point in an advertisement is the message or concept that links the product's attributes and benefits to the consumer end-state values.

The particular type of appeal that should be used in an advertisement should be based on a review of the creative brief, the objective of the advertisement, and the means-end chain to be conveyed.

The key to creating a successful visual esperanto is creating something that transcends cultures, through a(n):

In many Middle East countries, sex and gender issues are taboo subjects.

Print media offer the best outlets for rational appeals.

Sexuality has been employed in advertising in each of the following ways, except:

Humor is a rarely-used form of advertising appeal.

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:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design: Message Strategies and Executional Frameworks

Traditional Media Channels

Digital Marketing

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

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

Which type of appeal reaches the more creative right side of the brain?

What are the major criticisms of sexuality in advertising?

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

Low levels of fear in an ad may not create feelings of severity or vulnerability.

Preference occurs before knowledge or awareness in the hierarchy of effects model.

The underlying principle for using more emotional appeals in business-to-business advertising is that emotions can be a part of every type of decision, even in the business-to-business environment.

A fear level that is too high is impossible to create, because viewers have become immune to fear tactics in advertising.

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

The cognitive component of attitude matches the hierarchy of effects model's components of:

According to the hierarchy of effects model, after preference comes:

Means-end theory is the basis of the MECCAS approach to advertising.

Subliminal sexual messages are:

The leverage point in an advertisement is the message or concept that links the product's attributes and benefits to the consumer end-state values.

The particular type of appeal that should be used in an advertisement should be based on a review of the creative brief, the objective of the advertisement, and the means-end chain to be conveyed.

The key to creating a successful visual esperanto is creating something that transcends cultures, through a(n):

In many Middle East countries, sex and gender issues are taboo subjects.

Print media offer the best outlets for rational appeals.

Sexuality has been employed in advertising in each of the following ways, except:

Humor is a rarely-used form of advertising appeal.

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:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design: Message Strategies and Executional Frameworks

Traditional Media Channels

Digital Marketing

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters