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

Question 1

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

Answer 1

True

Question 2

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

Answer 2

False

Question 3

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

Answer 3

True

Question 4

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

Question 5

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

Question 6

Preference follows awareness, knowledge, and liking in the hierarchy of effects model.

Question 7

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

Question 8

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

Question 9

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

Question 10

Before a person develops liking for a product, he or she must first know about the product.

Question 11

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

Question 12

The hierarchy of effects model helps to clarify the objectives of an advertising campaign.

Question 13

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

Question 14

The Mcgarrybowen Advertising Agency bases its work on storytelling along with marketing research.

Question 15

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 16

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 17

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

Question 18

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

Question 19

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 20

According to an Adweek Media and Harris Interactive survey, the majority of consumers (55%) said advertisements were somewhat or very interesting.

Question 21

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 22

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

Question 23

Executional frameworks are a component of a MECCAS model.

Question 24

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

Question 25

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

Question 26

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

Question 27

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 28

Taglines are important because they carry over from one ad to another and provide consistency across ad campaigns.

Question 29

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

Question 30

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

Question 31

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

Question 32

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 33

A leverage point is associated with an attitudinal change, especially when the sequence used is .

Question 34

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

Question 35

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.

Question 36

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

Question 37

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

Question 38

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

Question 39

Creatives spend considerable time designing ads with powerful leverage points.

Question 40

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

Question 41

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

Question 42

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

Question 43

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 44

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

Question 45

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

Question 46

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

Question 47

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

Question 48

Humor causes consumers to watch, laugh, and, most important, respond with an immediate purchase.

Question 49

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

Question 50

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.

Question 51

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

Question 52

Humor is a rarely-used form of advertising appeal.

Question 53

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

Question 54

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 55

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

Question 56

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 business-to-business advertisements.

Question 57

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

Question 58

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 59

Severity and vulnerability are key elements in rational advertisements.

Question 60

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 61

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 62

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

Question 63

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

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

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

Question 66

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

Question 67

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

Question 68

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

Question 69

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 70

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 71

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

Question 72

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

Question 73

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 74

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

Question 75

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

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

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

Question 78

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

Question 79

Truly subliminal sexual messages are highly effective advertising techniques.

Question 80

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