Deck 6: Advertising Design-Theoretical Frameworks and Types of Appeals

Question 1

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

Answer 1

False

Question 2

The second stage in the hierarchy of effects model is awareness,which follows liking.

Answer 2

False

Question 3

Urban apparel produced by Ecko Enterprises can viewed as a form of "lifestyle merchandising."

Answer 3

True

Question 4

The account executive or client must provide the "support" component of a creative brief along with documentation for the advertising theme or claim.

Question 5

A shopper who sees an item in a store,becomes intrigued,asks for information,and then makes a purchase is following the sequence of the hierarchy of effects model.

Question 6

The major benefit of the hierarchy of effects model is that it is one method to identify the typical steps consumers and businesses take when making purchases.

Question 7

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

Question 8

Ecko Unlimited's merchandise has not penetrated into more mainstream retail stores.

Question 9

Based on the hierarchy of effects model,affective-oriented advertisements are superior in developing liking,preference,and conviction for a product.

Question 10

The first stage in the hierarchy of effects model is awareness.

Question 11

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

Question 12

The fourth stage in the hierarchy of effects model is preference,which follows awareness and liking.

Question 13

The final stage in the hierarchy of effects model is the actual purchase.

Question 14

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

Question 15

To achieve brand loyalty,advertisers must address all six stages of the hierarchy of effects model.

Question 16

The attitude sequence of cognitive → conative → affective is based on the hierarchy of effects model sequence.

Question 17

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

Question 18

One criticism of the hierarchy of effects model is that when making purchases,consumers and businesses do not always follow the six steps in a sequential order.

Question 19

The third stage in the hierarchy of effects model is liking,which follows awareness.

Question 20

The creative brief provides the background for the creative work on an advertisement or advertising campaign.

Question 21

Visual esperanto advertising recognizes that visual images are more powerful than verbal descriptions.

Question 22

Personal values are not part of a MECCAS model but are part of a means-ends chain.

Question 23

Visual elements in an advertisement are stored in the brain as both pictures and words.

Question 24

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

Question 25

Creatives spend considerable time designing ads with powerful leverage points.

Question 26

Visual images tend to be more difficult to remember than verbal copy.

Question 27

If a radio conjures images that consumers can see clearly in their minds,the effect may be greater than seeing an actual visual portrayal.

Question 28

Visual esperanto is the development of an image that readily translates across cultures,but only with certain languages,such as Spanish.

Question 29

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

Question 30

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.

Question 31

A leverage point is associated with an attitudinal change,especially when the sequence used is cognitive --> affective --> conative.

Question 32

Verbal images are usually stored in both the left and right sides of the brain,while visual elements tend to be stored in the left side of the brain only.

Question 33

MECCAS stand for Means-End Conceptualization of Components of Advertising Strategy.

Question 34

Executional frameworks are a key part of a MECCAS model.

Question 35

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

Question 36

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

Question 37

Abstract pictures instill higher levels of recall concrete pictures because of the dual-coding process whereby the image is stored in the brain as both a visual and a verbal representation.

Question 38

A means-end chain stresses the linkage between a product's attributes and its price.

Question 39

Ads with concrete images tend to lead to more favorable attitudes than ads with no pictures or abstract pictures.

Question 40

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

Question 41

In the past,creatives designing business-to-business advertisements relied heavily on the verbal element rather than on visuals.In recent years,there has been a shift to using stronger visual elements in b-to-b advertisements.

Question 42

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.

Question 43

An advertisement featuring a fear appeal that suggests a person will feel good about losing weight is an example of highlighting extrinsic rewards.

Question 44

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

Question 45

While some evidence exists that humor may be universal,other research indicates that particular executions of humor appeals may not be universal and that humor is often based in one's culture.

Question 46

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

Question 47

In a fear appeal,vulnerability is based on the likelihood the probability that a negative event will occur.

Question 48

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

Question 49

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

Question 50

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

Question 51

Using a fear appeal in an advertisement increases both the viewer's interest in the ad and the persuasiveness of the ad.

Question 52

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

Question 53

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.

Question 54

Humor is a rarely-used form of advertising appeal.

Question 55

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

Question 56

Severity and vulnerability are key elements in rational advertisements.

Question 57

Fear is an ineffective form of advertising appeal that has been largely abandoned.

Question 58

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.

Question 59

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

Question 60

In the Clio Awards for radio ads,ads using a sex appeal are normally the most likely to win.

Question 61

Advertisements using overt sexual stimuli or containing nudity produce higher levels of physiological arousal responses in males,but not for females.

Question 62

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

Question 63

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

Question 64

A decorative model is a person who adorns a product as a sexual or attractive stimulus,but has nothing to actually do with the product.

Question 65

Nudity and partial nudity in advertisements are most effective when the product has some form of sexual connotation.

Question 66

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

Question 67

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

Question 68

In Saudi Arabia and Malaysia,women featured in advertisements must be shown in family settings and they cannot be depicted as being carefree or desirable to the opposite sex.

Question 69

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

Question 70

Controversial sexual ads are interesting to viewers,but sometimes fail to transmit key information that will be recalled.

Question 71

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

Question 72

Religion,cultures,and value systems determine the level of nudity,sexual references,and gender-specific issues that are permitted in sexually-oriented advertising in a country.

Question 73

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

Question 74

In France,humor and sexuality are often used together in advertising.

Question 75

One major criticism of sexually-based advertising is that it perpetuates dissatisfaction with one's body.This is true for both males and females.

Question 76

In determining the level of sex appeal to use in an advertisement,it is important to consider society's view and level of acceptance at the time the ad is to run.

Question 77

Using overt sexuality in ads for products that are sexually-oriented is normally accepted,but it often become controversial when used for other types of products.

Question 78

Truly subliminal sexual messages are highly effective advertising techniques.

Question 79

Although sexually-oriented ads attract attention,brand recall for ads using a sex appeal is lower than ads using some other type of appeal.

Question 80

The cognitive impression made on viewers of a sexually-oriented ad depends on whether the viewer feels the advertisement is pleasant or offensive.