Question 1

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 2

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

Accepted Answer

A concave downward function occurs when the relationship between two variables (in this case, advertising dollars and sales) becomes less steep over time. This means that initially, investing more money in advertising leads to significant increases in sales, but eventually, the returns begin to diminish. This is likely what both Pepsi and Coke are experiencing.

Question 3

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 4

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 phenomenon that advertising can have long-term effects on consumers, influencing their behavior even after the advertising campaign has ended. This includes the idea that consumers may recall an ad from the past and make a purchase because they have seen the ad several times before.

Question 5

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

Accepted Answer

Threshold effects refer to the phenomenon where the initial impact of an advertising campaign is minimal, but as the campaign continues and reaches a certain level of exposure, it begins to have a more significant impact on consumer behavior and sales.

Question 6

The sales-response function curve models the ________ of advertising.

Accepted Answer

The sales-response function curve shows that advertising can have diminishing returns, meaning that at a certain point, the effectiveness of advertising begins to decrease. This occurs because potential customers may become immune or ignore the advertising message after seeing it repeatedly.

Question 7

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

This is because the images created in the consumer's mind through the radio ad are unique to the individual and can be more memorable and impactful than a generic visual portrayal. This phenomenon is known as the "theater of the mind" and is a powerful tool in advertising.

Question 8

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 not limited to certain languages like Spanish, it aims to create images that are universally understandable and do not require any specific language proficiency.

Question 9

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,...

Question 10

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 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 are more effective in getting people's attention and creating positive associations with the brand or product being advertised. This is because concrete images are more easily processed by viewers' brains and are more memorable. On the other hand, ads with no pictures or abstract pictures can be harder to understand or connect with, leading to less favorable attitudes towards the brand or product.

Question 12

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

Accepted Answer

Visual Esperanto advertising is based on the idea that visual images are more easily understood and remembered than verbal descriptions.

Question 13

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. In recent years, there has been a shift towards using stronger visual elements in business-to-business advertisements as creatives seek to create more engaging and memorable content.

Question 14

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

Accepted Answer

A concave downward function means that as advertising expenditures increase, the rate of increase in sales starts to decrease, leading to diminishing returns. Therefore, increasing advertising expenditures will not result in greater sales indefinitely.

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

Sandra recalls seeing an advertisement for Philadelphia Cream Cheese highlighting that the brand produces a chocolate version, which illustrates the:

Accepted Answer

The carryover effects of previous ads refer to the lingering impact of an advertisement on a consumer's memory, influencing their recall and perception of a product or brand over time. Sandra remembering the advertisement about a chocolate version of Philadelphia Cream Cheese is an example of this effect, as the ad has left a lasting impression on her.

Question 17

Verbal or written content of an ad is 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.

Accepted Answer

This statement is actually reverse. Visual elements tend to be stored in both the left and right sides of the brain, while verbal or written content of an ad is usually stored in the left side of the brain only.

Question 18

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

The question asks about the relationship between expenditures on advertising communications and subsequent sales revenues, and a direct relationship is the most logical assumption. This means that as advertising spending increases, so do sales revenues, assuming that the advertisements are effective and reaching the target audience.

Question 19

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

Accepted Answer

A marginal analysis helps to determine at what point additional advertising and promotion expenditures may no longer result in an increase in profits, and could even lead to a decrease in profits due to diminishing returns.

Question 20

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.

Accepted Answer

Abstract pictures are generally harder to remember than concrete pictures because they lack clear, identifiable features that can be easily encoded into memory. Concrete pictures benefit more from the dual-coding process, as they can be easily represented both visually and verbally.

Quiz 5: Advertising Management