Question 1

Research indicates that humor will:

Accepted Answer

A)  get a person's attention, but adversely affects recall of the product's benefits 
B)  get a person's attention, but interferes with brand recall 
C)  cut through clutter if the humor is tied closely to the product's attributes 
D)  elevate a person's mood, which will then be transferred to the product being advertised 
A)  get a person's attention, but adversely affects recall of the product's benefits 
B)  get a person's attention, but interferes with brand recall 
C)  cut through clutter if the humor is tied closely to the product's attributes 
D)  elevate a person's mood, which will then be transferred to the product being advertised

Question 2

What roles can music play in advertisements?

Accepted Answer

• Incidental background
• Prim

Question 3

The final step of the hierarchy of effects model is:

Accepted Answer

A)  the actual purchase 
B)  liking 
C)  preference 
D)  conviction 
A)  the actual purchase 
B)  liking 
C)  preference 
D)  conviction

Question 4

The key phrase that summarizes an advertisement's message is the:

Accepted Answer

A)  leverage point 
B)  product benefit 
C)  tagline 
D)  personal value 
A)  leverage point 
B)  product benefit 
C)  tagline 
D)  personal value

Question 5

Humor has proven to be one of the best appeals for cutting through advertising clutter.

Accepted Answer

A) True 
 B)False

Question 6

Although almost any type of appeal can be used to create an advertisement, it is the key responsibility of the marketer to make sure, to whatever degree possible, that the appeal is the right choice for the:

Accepted Answer

A)  advertising agency and creative that will be working on the ad 
B)  product, media planner, and media buyer 
C)  brand and the target audience 
D)  account executive and creative 
A)  advertising agency and creative that will be working on the ad 
B)  product, media planner, and media buyer 
C)  brand and the target audience 
D)  account executive and creative

Question 7

Decorative models are people who:

Accepted Answer

A)  are key product spokespersons 
B)  are nude models in television ads 
C)  adorn a product as a sexual stimulus 
D)  design attractive products 
A)  are key product spokespersons 
B)  are nude models in television ads 
C)  adorn a product as a sexual stimulus 
D)  design attractive products

Question 8

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 9

In terms of the hierarchy of effects model, to obtain brand loyalty:

Accepted Answer

A)  all six steps must be present 
B)  knowledge and preference is essential, the other steps are not 
C)  liking, preference, and conviction are essential, the other steps are not 
D)  awareness, knowledge, and conviction are essential, the other steps are not 
A)  all six steps must be present 
B)  knowledge and preference is essential, the other steps are not 
C)  liking, preference, and conviction are essential, the other steps are not 
D)  awareness, knowledge, and conviction are essential, the other steps are not

Question 10

Truly subliminal sexual messages are highly effective advertising techniques.

Accepted Answer

A) True 
 B)False

Question 11

In terms of the use of humor internationally, humor is:

Accepted Answer

A)  used less frequently in other countries 
B)  often based in one's culture 
C)  normally transferable to other cultures 
D)  equally effective in all cultures 
A)  used less frequently in other countries 
B)  often based in one's culture 
C)  normally transferable to other cultures 
D)  equally effective in all cultures

Question 12

Based on the hierarchy of effects model, cognitive-oriented advertisements are superior in developing brand awareness, brand knowledge, and brand preference.

Accepted Answer

A) True 
 B)False

Question 13

Women tend to respond more favorably to the use of overt sexuality in advertisements than they do to the use of sensuality.

Accepted Answer

A) True 
 B)False

Question 14

Which is the best outlet for a rational appeal?

Accepted Answer

A)  broadcast media 
B)  television and direct mail 
C)  print media and the Internet 
D)  non-traditional media 
A)  broadcast media 
B)  television and direct mail 
C)  print media and the Internet 
D)  non-traditional media

Question 15

Describe the sequence that occurs when a humorous ad is successful.

Accepted Answer

1. The consumer watches
2. lau

Question 16

Although using sex in advertising no longer sells the way it used to and no longer has the shock value it had in the past, advertising in the United States and other countries contain more visual sexual themes than ever before.

Accepted Answer

A) True 
 B)False

Question 17

Humor is being used less frequently in other countries throughout the world.

Accepted Answer

A) True 
 B)False

Question 18

Rational appeals:

Accepted Answer

A)  match the traditional steps of the hierarchy of effects model 
B)  often include some other type of appeal to gain attention 
C)  are focused on brand image rather than product benefits 
D)  are used more in consumer advertising than in business-to-business advertising 
A)  match the traditional steps of the hierarchy of effects model 
B)  often include some other type of appeal to gain attention 
C)  are focused on brand image rather than product benefits 
D)  are used more in consumer advertising than in business-to-business advertising

Question 19

The priceless campaign of MasterCard is based on a(n):

Accepted Answer

A)  humor appeal 
B)  emotional appeal 
C)  rational appeal 
D)  fear appeal 
A)  humor appeal 
B)  emotional appeal 
C)  rational appeal 
D)  fear appeal

Question 20

New, emerging musical artists are now more receptive about using their songs in advertisements because they believe that using the songs will capture the kind of attention that will lead radio disc jockeys to play the song on the air.

Accepted Answer

A) True 
 B)False

Research indicates that humor will:

What roles can music play in advertisements?

The final step of the hierarchy of effects model is:

The key phrase that summarizes an advertisement's message is the:

Humor has proven to be one of the best appeals for cutting through advertising clutter.

Although almost any type of appeal can be used to create an advertisement, it is the key responsibility of the marketer to make sure, to whatever degree possible, that the appeal is the right choice for the:

Decorative models are people who:

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

In terms of the hierarchy of effects model, to obtain brand loyalty:

Truly subliminal sexual messages are highly effective advertising techniques.

In terms of the use of humor internationally, humor is:

Based on the hierarchy of effects model, cognitive-oriented advertisements are superior in developing brand awareness, brand knowledge, and brand preference.

Women tend to respond more favorably to the use of overt sexuality in advertisements than they do to the use of sensuality.

Which is the best outlet for a rational appeal?

Describe the sequence that occurs when a humorous ad is successful.

Although using sex in advertising no longer sells the way it used to and no longer has the shock value it had in the past, advertising in the United States and other countries contain more visual sexual themes than ever before.

Humor is being used less frequently in other countries throughout the world.

Rational appeals:

The priceless campaign of MasterCard is based on a(n):

New, emerging musical artists are now more receptive about using their songs in advertisements because they believe that using the songs will capture the kind of attention that will lead radio disc jockeys to play the song on the air.

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

Research indicates that humor will:

What roles can music play in advertisements?

The final step of the hierarchy of effects model is:

The key phrase that summarizes an advertisement's message is the:

Humor has proven to be one of the best appeals for cutting through advertising clutter.

Although almost any type of appeal can be used to create an advertisement, it is the key responsibility of the marketer to make sure, to whatever degree possible, that the appeal is the right choice for the:

Decorative models are people who:

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

In terms of the hierarchy of effects model, to obtain brand loyalty:

Truly subliminal sexual messages are highly effective advertising techniques.

In terms of the use of humor internationally, humor is:

Based on the hierarchy of effects model, cognitive-oriented advertisements are superior in developing brand awareness, brand knowledge, and brand preference.

Women tend to respond more favorably to the use of overt sexuality in advertisements than they do to the use of sensuality.

Which is the best outlet for a rational appeal?

Describe the sequence that occurs when a humorous ad is successful.

Although using sex in advertising no longer sells the way it used to and no longer has the shock value it had in the past, advertising in the United States and other countries contain more visual sexual themes than ever before.

Humor is being used less frequently in other countries throughout the world.

Rational appeals:

The priceless campaign of MasterCard is based on a(n):

New, emerging musical artists are now more receptive about using their songs in advertisements because they believe that using the songs will capture the kind of attention that will lead radio disc jockeys to play the song on the air.

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