Deck 4: How Advertising Works

Question 1

Great advertising is advertising that ___________.

A) is creative
B) is meaningful
C) has impact
D) wins awards
E) cuts through the clutter

Answer 1

has impact

Question 2

Which of the following is an example of external noise at the macro level that could hinder the consumer's reception of the message?

A) problems with the product's marketing mix
B) perceived needs
C) information processing
D) attitudes and opinions
E) all of the above

Answer 2

problems with the product's marketing mix

Question 3

According to the Facets model, all EXCEPT which of the following are effects that describe how advertising works?

A) perception
B) filtering
C) affect/emotion
D) association
E) cognition

Answer 3

filtering

Question 4

________ results when an advertisement initially makes an impression.

A) Attention
B) Perception
C) Selection
D) Interest
E) Awareness

Question 5

________ means respondents are able to tell what they understood about an advertisement.

A) Aided
B) Recall
C) Spontaneous
D) Unscripted
E) Free

Question 6

________ of the respondents would depend on a visual cue such as being shown a magazine and asked whether they remember seeing a particular ad.

A) Recognition
B) Unaided
C) Spontaneous
D) Assisted
E) Free

Question 7

Which of the following is NOT a key component of cognition?

A) needs
B) information
C) resonance
D) learning
E) differentiation

Question 8

________ takes place when the learner links one thing with another.

A) Resonance
B) Conditioned learning
C) Differentiation
D) Memory
E) Cognitive learning

Question 9

Which type of memory means that the memory trace goes deeper than perception with a cognitive response to an advertisement and you remember the ad message as well as seeing the ad?

A) resonance
B) recognition
C) working memory
D) long-term memory
E) recall

Question 10

Which of the following is NOT a component of association?

A) symbolism
B) conditioned learning
C) brand transformation
D) liking
E) all of the above are components of association

Question 11

________ means something that stands for something else, such as a quality or value.

A) Resonance
B) Symbolism
C) Conditioned learning
D) Brand transformation
E) Affect

Question 12

________ means a brand takes on meaning when it is transformed from a mere product into something special, something that is differentiated from other products in the category by virtue of its brand identity and image.

A) Resonance
B) Symbolism
C) Conditioned learning
D) Brand transformation
E) Affect

Question 13

Brand identity is associated with which communication dimension of branding?

A) perceive
B) understand
C) feel
D) connect
E) believe

Question 14

Brand position is associated with which communication dimension of branding?

A) perceive
B) understand
C) feel
D) connect
E) believe

Question 15

Brand personality is associated with which communication dimension of branding?

A) perceive
B) understand
C) feel
D) connect
E) believe

Question 16

Brand image is associated with which communication dimension of branding?

A) perceive
B) understand
C) feel
D) connect
E) believe

Question 17

Brand promise is associated with which communication dimension of branding?

A) perceive
B) understand
C) feel
D) connect
E) believe

Question 18

Brand loyalty is associated with which communication dimension of branding?

A) perceive
B) understand
C) act
D) connect
E) believe

Question 19

The ________ states what the brand is all about, its essence.

A) brand position
B) brand image
C) brand promise
D) brand loyalty
E) brand personality

Question 20

________ is communicated through everything that can be observed about a product.

A) Brand position
B) Brand image
C) Brand promise
D) Brand loyalty
E) Brand personality

Question 21

________ is illustrated by the favorite brand that you buy regularly.

A) Brand position
B) Brand image
C) Brand promise
D) Brand preference
E) Brand personality

Question 22

Which of the following is a component of persuasion?

A) attitudes
B) symbolism
C) emotion
D) want
E) need

Question 23

Which of the following is NOT a component of persuasion?

A) attitudes
B) argument
C) involvement
D) motivation
E) symbolism

Question 24

A(n) ________ is mental readiness to react to a situation in a given way, is seen by many scholars as the most central factor in persuasion, and can be positive, negative, or neutral.

A) attitude
B) argument
C) conviction
D) preference
E) association network

Question 25

________ means consumers believe something to be true.

A) Attitude
B) Preference
C) Conviction
D) Loyalty
E) Credibility

Question 26

The hierarchy-of-effects models adequately explain how advertising works.

Question 27

The affective/emotion consumer response refers to understanding.

Question 28

Interest and relevance create stopping power.

Question 29

Subliminal effects are message cues given below the threshold of perception, meaning you cannot easily perceive them because they are too brief to see or they are disguised in some way.

Question 30

The effects of advertising on consumer responses can be outlined using the six effects presented in the Facets model.

Question 31

The components of the behavioral response are try, buy, contact, and prevention.

Question 32

There are some situations where advertising messages are designed to deter behaviors.

Question 33

Compare and contrast the Cognition and the Affective (or Emotional) Responses in the Facets Model.

Question 34

What restaurant is the subject of the chapter opening vignette that discusses building brands with renegade cows?

A) Burger King
B) Chick-fil-A
C) Olive Garden
D) McDonalds
E) Wendy's

Question 35

"To choosy people in a hurry, Chick-fil-A is the premium fast-food restaurant brand that consistently serves America's best-loved chicken sandwiches." This is the ________ for Chick-fil-A .

A) brand definition
B) slogan
C) ad campaign
D) brand association
E) brand quality

Question 36

Procter & Gamble encourages a few teenagers to discuss its new products in chat rooms and to send messages to friends via instant messenger and e-mail. P&G has found this to be an effective means of getting the message about a new product out among this age group. What technological innovation has made these activities possible?

A) opinion leader chats
B) internet
C) interactive marketing
D) electric marketing
E) e-commerce

Question 37

What was the main purpose for advertising the "Got Milk?" milk mustache campaign?

A) to provide information about milk
B) to change the attitudes of adults toward milk
C) to combat lost market share of milk
D) to increase awareness of milk
E) to get more retailers to sell milk

Question 38

What did Carson B. Wagner's research, showcased in "The Inside Story," show?

A) Advertising must be novel to catch attention.
B) People will be better influenced by ads with rational appeals rather than emotional appeals.
C) Subliminal effects are real and can influence peoples' behavior.
D) Widespread antidrug ads can make people think drug use is widespread, and they become curious about experimenting themselves.
E) People will be better influenced by ads with emotional appeals rather than rational appeals.

Question 39

The AFLAC duck had a higher Q score than both Ronald McDonald and the Energizer Bunny. What is a Q score?

A) a measure of a character's longevity
B) a measure of efficiency in developing a character
C) a measure of how much is spent to develop a character
D) a measure of a character's believability
E) a measure of a character's familiarity and appeal

Question 40

MINI-CASE
Just For Me is a line of hair care products for pre-teenage girls, that is, girls between the ages of eight and thirteen. This is the age in which young girls start to care about their looks and want to make their own decisions regarding their grooming. The manufacturer of this brand decided to use television advertising to inform and persuade girls about this line of products.

-Refer to Mini-Case. The young girls to whom the advertising is targeted represent which element of the basic communication model?

A) source
B) sender
C) encoder
D) channel
E) receiver

Question 41

MINI-CASE
Just For Me is a line of hair care products for pre-teenage girls, that is, girls between the ages of eight and thirteen. This is the age in which young girls start to care about their looks and want to make their own decisions regarding their grooming. The manufacturer of this brand decided to use television advertising to inform and persuade girls about this line of products.

-Refer to Mini-Case. The manufacturer of this line of products used an advertising agency to assist in developing the commercial so that it would communicate the desired meaning to the preteenage girl. Which element of the basic communication model does this represent?

A) source
B) sender
C) encoding
D) channel
E) decoding

Question 42

MINI-CASE
Just For Me is a line of hair care products for pre-teenage girls, that is, girls between the ages of eight and thirteen. This is the age in which young girls start to care about their looks and want to make their own decisions regarding their grooming. The manufacturer of this brand decided to use television advertising to inform and persuade girls about this line of products.

-Refer to Mini-Case. The commercial developed went through extensive testing because the advertiser and their agency know that this audience is very fickle when it comes to which commercials they will attend to. This process in which consumers respond by selecting messages to which they pay attention is called ________.

A) selective exposure
B) selective perception
C) selective attention
D) selective interest
E) selective relevance

Question 43

MINI-CASE
Just For Me is a line of hair care products for pre-teenage girls, that is, girls between the ages of eight and thirteen. This is the age in which young girls start to care about their looks and want to make their own decisions regarding their grooming. The manufacturer of this brand decided to use television advertising to inform and persuade girls about this line of products.

-Refer to Mini-Case. Hilary Duff, a singer and actress popular with the target market, appears in the commercial claiming the benefits of the product. Because she is well liked, respected, and believable to this target market, the ads were very successful. What is the most likely reason for the success of this campaign?

A) The target market needed this product.
B) The target market wanted this product.
C) Hilary Duff was a credible source to deliver this message to this target audience.
D) This was a high-involvement product.
E) This was a low-involvement product.

Question 44

Briefly explain Chick-fil-A's brand definition and positioning strategy.

Question 45

Describe the AIDA model and what it is used for.

Question 46

List the five key components of perception and their roles in effectiveness.

Question 47

People don't choose to watch ads for personal hygiene products. How can knowledge of perception drivers guide the creators of personal hygiene products ads?

Question 48

Explain how liking is measured in terms of responses and why it is done that way.

Question 49

What was the main objective of the "Got Milk?" with the milk mustache advertising campaign, and how was persuasion involved?

Question 50

Explain how advertising employs both rational arguments and compelling emotions to create persuasive messages.

Question 51

Explain what Carson Wagner found in his research that is highlighted in "The Inside Story."

Question 52

MINI-CASE
Oust, a brand of air freshener, advertises how its product will get the odor out, not merely cover it up. The advertisement provides facts, information, and an explanation of how Oust can kill bacteria in the air that cause odors.
-Refer to Mini-Case. What type of response is Oust attempting to generate among consumers?

Question 53

MINI-CASE
Oust, a brand of air freshener, advertises how its product will get the odor out, not merely cover it up. The advertisement provides facts, information, and an explanation of how Oust can kill bacteria in the air that cause odors.
-Refer to Mini-Case. Mary saw an ad for Oust on television and in a magazine, but she didn't purchase the product right away. She remembered the ads when she saw the product in the store and decided to try it then. What effect does this demonstrate?