Question 1

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

Accepted Answer

Visual Esperanto advertising is based on the idea that images have a more immediate and emotional impact than words, making them a more effective means of communication.

Question 2

As consumers see advertisements over time they become more likely to recall a message and purchase a product.This demonstrates:

Accepted Answer

Threshold effects refer to the point where repetition of a message becomes effective. As consumers are exposed to an advertisement multiple times, they reach a threshold where they are more likely to recall the message and make a purchase. This is not related to diminishing returns, which refers to a point where additional investment in advertising results in less additional benefit. Neither is it related to decay effects, which refers to the loss of memory over time. Purchase simulation is not a commonly recognized term in advertising research.

Question 3

When BMW motorcycle advertisements began targeting females,the initial impact was minimal,but after some time passed the ads began to have an impact on inquiries by females and later on sales revenues.This illustrates:

Accepted Answer

The answer of When BMW motorcycle advertisements began targeting females,the...

Question 4

Name three advertising theories that can be used to develop integrated marketing communications advertisements and messages.

Accepted Answer

The answer of Name three advertising theories that can be...

Question 5

Name the components of the hierarchy of effects model and explain why it is an important theory in advertising.

Accepted Answer

The answer of Name the components of the hierarchy of...

Question 6

When a concave downward function is present,increasing advertising expenditures result in:

Accepted Answer

When a concave downward function is present, it means that there is a limit to the effectiveness of advertising expenditures. Initially, increasing advertising may result in greater sales. However, as the limit is reached, the returns from increased advertising start diminishing, leading to lower incremental sales. Therefore, the best choice is B, which suggests that increasing advertising results in diminishing returns.

Question 7

Which suggests that further advertising and promotion expenditures may result in adverse effects on profits?

Accepted Answer

Marginal analysis is a tool used to analyze the additional costs and benefits of producing and selling one more unit of a product. It helps to identify at which point the costs of the additional unit surpass the benefits, resulting in a decrease in profits. Thus, if the marginal analysis indicates that further advertising and promotion expenditures will result in decreasing returns, it suggests that additional investment may have adverse effects on profits. Therefore, B is the best choice.

Question 8

The sales-response function curve models which aspect of advertising?

Accepted Answer

The sales-response function curve shows the relationship between advertising expenditure and sales. The curve illustrates that as advertising expenditure increases, the incremental impact on sales decreases, eventually plateauing or reaching a point of diminishing returns.

Question 9

Explain the relationship between verbal and visual elements of an ad and how these elements are encoded in the brain.

Accepted Answer

The answer of Explain the relationship between verbal and visual...

Question 10

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

Accepted Answer

Radio ads rely solely on auditory cues to convey their message, and when done effectively, can create vivid mental images in a listener's mind. This can be more impactful than seeing an actual visual portrayal, as it allows the listener's imagination to take over and create a personalized and memorable experience.

Question 11

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

Accepted Answer

Studies have shown that concrete images in ads have a stronger impact on consumer attitudes than abstract images or no images at all. This is because concrete images provide a clearer and more memorable representation of the product or service being advertised. Consumers are more likely to have a positive reaction and form a connection to the brand when presented with clear and relevant visual cues.

Question 12

The early effects of an advertising campaign may be minimal,but over time gain momentum.This phenomenon is due to:

Accepted Answer

The answer of The early effects of an advertising campaign...

Question 13

In terms of the relationship between expenditures on advertising communications and subsequent sales revenues,too many marketing managers assume that there is a(n):

Accepted Answer

Many marketing managers assume that there is a direct relationship between expenditures on advertising communications and subsequent sales revenues, meaning that the more money they spend on advertising, the more sales they will generate. However, this assumption is not always true and oversimplifies the complex factors involved in consumer decision-making and the impact of various marketing efforts.

Question 14

In the past,creatives designing business-to-business advertisements relied heavily on the verbal or written 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

This statement is true. Over the years, there has been a shift towards using stronger visuals in business-to-business advertisements as they tend to grab attention and convey messages more effectively.

Question 15

Explain the concept of the means-end chain.

Accepted Answer

The answer of Explain the concept of the means-end chain....

Question 16

Many marketing managers assume which type of relationship is present between expenditures on advertising communications and subsequent sales revenues?

Accepted Answer

Many marketing managers assume that there is a direct relationship between expenditures on advertising communications and subsequent sales revenues, which means that as advertising spending increases, sales also increase. This assumption can be supported by evidence from successful advertising campaigns that have resulted in increased sales. However, it is important to note that other factors can also impact sales, such as product quality, pricing, and competition.

Question 17

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

Accepted Answer

Visual Esperanto is a term used to describe a visual language that can be understood across different cultures and languages without the need for translation. It is not limited to certain languages like Spanish.

Question 18

Which concept explains that consumers may recall an ad from the past and make a purchase because they have seen the ad several times?

Accepted Answer

Carryover effects refer to the influence of advertising on a consumer's buying decision even after the advertising campaign has ended. This concept explains that consumers may recall an ad from the past and make a purchase because they have seen the ad several times.

Question 19

Pepsi and Coke both have reached the point that investing more dollars in advertising yields smaller increases in sales.Which is present?

Accepted Answer

The concave downward function states that as advertising dollars increase, the increase in sales will eventually reach a point of diminishing returns. This is exactly what is happening with Pepsi and Coke, where investing more dollars in advertising is resulting in smaller increases in sales. Therefore, option C is the correct answer. Decay effects, threshold effects, and carryover effects are not applicable in this scenario.

Question 20

Explain the concept of visual Esperanto.

Accepted Answer

The answer of Explain the concept of visual Esperanto....

Quiz 5: Advertising Management