Deck 7: Attention Tactics and Pretesting

Question 1

An ad's ability to gain and hold attention is entirely a matter of the message content.

Answer 1

False

Question 2

The double-peaked interest pattern is best applied to informational commercials.

Answer 2

True

Question 3

Mystery ads are recommended for established brands or brand-items.

Answer 3

False

Question 4

Interest patterns for radio commercials are identical to those recommended for television commercials.

Question 5

Humor as a style does not influence the overall attention paid to a radio commercial.

Question 6

An ad of ¼-page in a newspaper is acceptable for established products or services wanting to deliver a short message.

Question 7

A standard 1-page, 4-color ad will, on average, get the attention of almost 80% of readers of a consumer or general business magazine.

Question 8

Short paragraphs, short sentences and short words are recommended for magazine ads because they will increase the initial attention to the ad based on the greater contrast they create between the text and white space on the page.

Question 9

Due to the limited processing time, passing-viewed outdoor ads should not waste space by showing the product category but focus on the brand benefit claim.

Question 10

Search ads are a small proportion of all Internet ads.

Question 11

The single biggest barrier facing advertising today, which is the ability of ads to achieve attention, will become less of a barrier in the future.

Question 12

It is estimated that the probability of attention to the average TV commercial, in advanced countries, today, is .36.

Question 13

Fast cutting is effective when used in informational commercials.

Question 14

Transformational commercials should increase arousal at the beginning, in association with the brand or brand-item, rise to a peak and then finish with an auditory "kick" to reinforce the emotional impact at the end.

Question 15

Radio commercials targeted at men should employ a shorter commercial length.

Question 16

Whether a print ad is high-involvement or low-involvement, it should use a very large picture.

Question 17

Visual conveyor images used in low-involvement brand attitude messages should be situated above a complete headline.

Question 18

As with newspaper ads, the headline in a magazine ad can be all-caps or in lower case.

Question 19

The usual measures of attention, ad recognition and ad recall, do not apply to direct-response or directory ads.

Question 20

Internet banner ads are structurally similar to a small passing-viewed outdoor ad.