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

To construct a quality leverage point, the creative builds a pathway that connects a:

Rational appeals work best when:

The primary benefit of using a well-known song in a musical appeal is that consumers have already developed an affinity for a song, which normally is then transferred to the product or brand.

Emotional appeals are not useful for business-to-business advertisements because they do not incorporate cognitive elements.

In an advertisement for Curves for Women, consumers are encouraged to "join now" by offering them the rest of the summer free. This statement in the ad corresponds to which component of an attitude?

The hierarchy of effects model aids in clarifying the target audience of an advertising campaign and the development of individual ads.

Clothing, perfume, and cologne have sexual connotations, so they are more likely to be advertised using:

While a musical appeal is very good at gaining a viewer's attention, it often decreases the retention of information in the ad.

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 healthier bones component of the means-end chain is the:

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

Using sensuality as a type of sex appeal in advertising:

Although sexually-oriented advertisements attract attention, which is lower for ads using a sex appeal than for ads using some other type of appeal?

An advertisement designed to convince viewers that if they do not use a particular brand of deodorant, they will be social outcasts is stressing the severity of a negative consequence in a fear appeal.

Visual elements of an advertisement are stored in:

Just as economies go through cycles, attitudes towards sex in advertising experiences cyclical changes.

Attempting to place a sexual cue in an ad to affect a viewer's subconscious mind is:

The cognitive impressions made on viewers of a sexually-oriented ad depend on whether viewers feel the advertisement is pleasant or offensive.

The best medium for using an emotional appeal is probably:

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

Based on the hierarchy of effects model, conative-oriented advertisements are superior in facilitating product purchases and other consumer actions.