Question 1

In recent years, more business-to-business advertisements have incorporated:

Accepted Answer

A)  stronger verbal elements to persuade business buyers 
B)  stronger visual elements to heighten the emotional aspect of making a purchase 
C)  leverage points to move business buyers from knowledge to purchases 
D)  more rational appeals to create stronger affinities for particular brands 
A)  stronger verbal elements to persuade business buyers 
B)  stronger visual elements to heighten the emotional aspect of making a purchase 
C)  leverage points to move business buyers from knowledge to purchases 
D)  more rational appeals to create stronger affinities for particular brands

Question 2

Name the components of the hierarchy of effects model.

Accepted Answer

• Awareness
• Knowle

Question 3

According to the hierarchy of effects model, before Sandra will develop a preference for K-Swiss shoes, she must first:

Accepted Answer

A)  know about K-Swiss shoes and like the K-Swiss brand 
B)  have conviction that the K-Swiss brand is superior to other brands 
C)  know about K-Swiss shoes and believe they are the best 
D)  become aware of the K-Swiss brand and develop a conviction about the brand 
A)  know about K-Swiss shoes and like the K-Swiss brand 
B)  have conviction that the K-Swiss brand is superior to other brands 
C)  know about K-Swiss shoes and believe they are the best 
D)  become aware of the K-Swiss brand and develop a conviction about the brand

Question 4

Sexually suggestive ads tend to work well with personal products such as perfume or cologne.

Accepted Answer

A) True 
 B)False

Question 5

Placing a female wearing a bikini in an advertisement for power tools is an example of:

Accepted Answer

A)  a subliminal sexual cue 
B)  a decorative model 
C)  overt sexuality 
D)  sexual suggestiveness 
A)  a subliminal sexual cue 
B)  a decorative model 
C)  overt sexuality 
D)  sexual suggestiveness

Question 6

The following statements are true about sexually-oriented ads, except:

Accepted Answer

A)  sexually-oriented ads increase the level of brand recall 
B)  sexually-oriented ads attract attention 
C)  sexually-oriented ads are rated as more interesting 
D)  sexually-oriented ads produce higher levels of physiological arousal responses 
A)  sexually-oriented ads increase the level of brand recall 
B)  sexually-oriented ads attract attention 
C)  sexually-oriented ads are rated as more interesting 
D)  sexually-oriented ads produce higher levels of physiological arousal responses

Question 7

Liking follows awareness and knowledge in the hierarchy of effects model.

Accepted Answer

A) True 
 B)False

Question 8

In the behavioral response model, discuss the concepts of severity, vulnerability and response efficacy.

Accepted Answer

Severity is the level of consequence fro

Question 9

There is a sequential set of steps that leads to a purchase, according to the hierarchy of effects model.

Accepted Answer

A) True 
 B)False

Question 10

What are the various types of appeals that can be used in advertising and what is the primary benefit of each type?

Accepted Answer

• Fear - Increases a viewer's interest i

Question 11

In the hierarchy of effects model, preference for a particular product only occurs after each of the following occurs, except:

Accepted Answer

A)  awareness 
B)  liking 
C)  knowledge 
D)  conviction 
A)  awareness 
B)  liking 
C)  knowledge 
D)  conviction

Question 12

When a viewer believes he or she can take action to prevent negative consequences by purchasing a product or service, the individual is exhibiting self-efficacy.

Accepted Answer

A) True 
 B)False

Question 13

A message is more likely to be effective when it has both visual and verbal elements, because these components will be dual-coded into the person's memory.

Accepted Answer

A) True 
 B)False

Question 14

What is a scarcity ad? How is scarcity created?

Accepted Answer

A scarcity ad urges consumers to buy a p

Question 15

A leverage point is the feature of the ad that moves the viewer from understanding the product's benefits to linking those benefits with:

Accepted Answer

A)  a liking for the product 
B)  personal values 
C)  the visual element into both a mental picture and words 
D)  some type of action or change in attitude 
A)  a liking for the product 
B)  personal values 
C)  the visual element into both a mental picture and words 
D)  some type of action or change in attitude

Question 16

Both the hierarchy of effects model and the means-end chain model are associated with the use of a leverage point.

Accepted Answer

A) True 
 B)False

Question 17

Conviction follows liking and preference in the hierarchy of effects model.

Accepted Answer

A) True 
 B)False

Question 18

Which immediately follows awareness and knowledge in the hierarchy of effects model?

Accepted Answer

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

Question 19

Music is effective at gaining a viewer's attention:

Accepted Answer

A)  but often interferes with the person's ability to retain the information in the ad 
B)  but interferes with brand and product recall 
C)  and increases the retention of information in the ad 
D)  and increasing the viewer's propensity to action 
A)  but often interferes with the person's ability to retain the information in the ad 
B)  but interferes with brand and product recall 
C)  and increases the retention of information in the ad 
D)  and increasing the viewer's propensity to action

Question 20

In a means-end chain, the message should be the means that leads the consumer to a desired end state.

Accepted Answer

A) True 
 B)False

In recent years, more business-to-business advertisements have incorporated:

Name the components of the hierarchy of effects model.

According to the hierarchy of effects model, before Sandra will develop a preference for K-Swiss shoes, she must first:

Sexually suggestive ads tend to work well with personal products such as perfume or cologne.

Placing a female wearing a bikini in an advertisement for power tools is an example of:

The following statements are true about sexually-oriented ads, except:

Liking follows awareness and knowledge in the hierarchy of effects model.

In the behavioral response model, discuss the concepts of severity, vulnerability and response efficacy.

There is a sequential set of steps that leads to a purchase, according to the hierarchy of effects model.

What are the various types of appeals that can be used in advertising and what is the primary benefit of each type?

In the hierarchy of effects model, preference for a particular product only occurs after each of the following occurs, except:

When a viewer believes he or she can take action to prevent negative consequences by purchasing a product or service, the individual is exhibiting self-efficacy.

A message is more likely to be effective when it has both visual and verbal elements, because these components will be dual-coded into the person's memory.

What is a scarcity ad? How is scarcity created?

A leverage point is the feature of the ad that moves the viewer from understanding the product's benefits to linking those benefits with:

Both the hierarchy of effects model and the means-end chain model are associated with the use of a leverage point.

Conviction follows liking and preference in the hierarchy of effects model.

Which immediately follows awareness and knowledge in the hierarchy of effects model?

Music is effective at gaining a viewer's attention:

In a means-end chain, the message should be the means that leads the consumer to a desired end state.

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

In recent years, more business-to-business advertisements have incorporated:

Name the components of the hierarchy of effects model.

According to the hierarchy of effects model, before Sandra will develop a preference for K-Swiss shoes, she must first:

Sexually suggestive ads tend to work well with personal products such as perfume or cologne.

Placing a female wearing a bikini in an advertisement for power tools is an example of:

The following statements are true about sexually-oriented ads, except:

Liking follows awareness and knowledge in the hierarchy of effects model.

In the behavioral response model, discuss the concepts of severity, vulnerability and response efficacy.

There is a sequential set of steps that leads to a purchase, according to the hierarchy of effects model.

What are the various types of appeals that can be used in advertising and what is the primary benefit of each type?

In the hierarchy of effects model, preference for a particular product only occurs after each of the following occurs, except:

When a viewer believes he or she can take action to prevent negative consequences by purchasing a product or service, the individual is exhibiting self-efficacy.

A message is more likely to be effective when it has both visual and verbal elements, because these components will be dual-coded into the person's memory.

What is a scarcity ad? How is scarcity created?

A leverage point is the feature of the ad that moves the viewer from understanding the product's benefits to linking those benefits with:

Both the hierarchy of effects model and the means-end chain model are associated with the use of a leverage point.

Conviction follows liking and preference in the hierarchy of effects model.

Which immediately follows awareness and knowledge in the hierarchy of effects model?

Music is effective at gaining a viewer's attention:

In a means-end chain, the message should be the means that leads the consumer to a desired end state.

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