Question 1

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

Accepted Answer

A) True 
 B)False  True

Question 2

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

Accepted Answer

A) True 
 B)False  True

Question 3

The primary benefit of using a scarcity appeal is that it:

Accepted Answer

A)   increases brand awareness
B)   encourages consumer action
C)   is an excellent method of conveying product information
D)   is an excellent method of gaining attention B

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

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.

Accepted Answer

A) True 
 B)False

Question 6

Using songs from popular musicians is:

Accepted Answer

A)   popular because musicians seek greater exposure of their songs
B)   popular because the affinity for the song often transfers to the product
C)   not popular because the songs typically overwhelm the message
D)   not popular because people remember the musician and the song, not the message

Question 7

Brand awareness, brand equity, and brand loyalty are easier to develop when consumers are already familiar with the music used in an advertisement than when a new song, music, or jingle is written.

Accepted Answer

A) True 
 B)False

Question 8

In an advertisement for Curves for Women, consumers are encouraged to "join now" by offering them the rest of the summer free. This portion of the ad corresponds to which step in the hierarchy of effects model?

Accepted Answer

A)   awareness
B)   knowledge
C)   conviction
D)   the actual purchase

Question 9

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.

Accepted Answer

A) True 
 B)False

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

The concept that moves a consumer from understanding a product's benefits to linking those benefits with personal values is:

Accepted Answer

A)   awareness
B)   liking
C)   preference
D)   a leverage point

Question 12

The most difficult task for a creative in developing an advertisement with visual esperanto is finding:

Accepted Answer

A)   the right tagline to use
B)   the right words
C)   the right colors
D)   the right image

Question 13

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 fact that milk has calcium represents which component of the means-end chain?

Accepted Answer

A)   product attribute
B)   consumer benefit
C)   leverage point
D)   personal value

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

The appeal that has proven to be one of the most effective at cutting through clutter is:

Accepted Answer

A)   humor
B)   music
C)   sex
D)   fear

Question 16

Byron has an interest in purchasing a motorcycle and is now looking at the different models, gathering information about each one. Which type of appeal would be the most effective in developing or changing Byron's attitude and in establishing specific brand beliefs?

Accepted Answer

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

Question 17

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.

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

In terms of advertising internationally, the levels of nudity, sexual references, and gender-specific issues that are permitted in a country are determined by all of the following, except:

Accepted Answer

A)   religions
B)   culture
C)   value systems
D)   personal preferences

Question 20

Emotional appeals:

Accepted Answer

A)   have been used more frequently in business-to-business ads in the past decade
B)   are designed to evoke cognitive responses
C)   primarily describe product attributes
D)   are difficult to create on television

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

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

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

The primary benefit of using a scarcity appeal is that it:

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

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.

Using songs from popular musicians is:

Brand awareness, brand equity, and brand loyalty are easier to develop when consumers are already familiar with the music used in an advertisement than when a new song, music, or jingle is written.

In an advertisement for Curves for Women, consumers are encouraged to "join now" by offering them the rest of the summer free. This portion of the ad corresponds to which step in the hierarchy of effects model?

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.

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

The concept that moves a consumer from understanding a product's benefits to linking those benefits with personal values is:

The most difficult task for a creative in developing an advertisement with visual esperanto is finding:

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 fact that milk has calcium represents which component of the means-end chain?

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

The appeal that has proven to be one of the most effective at cutting through clutter is:

Byron has an interest in purchasing a motorcycle and is now looking at the different models, gathering information about each one. Which type of appeal would be the most effective in developing or changing Byron's attitude and in establishing specific brand beliefs?

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.

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

In terms of advertising internationally, the levels of nudity, sexual references, and gender-specific issues that are permitted in a country are determined by all of the following, except:

Emotional appeals: