Question 1

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

Accepted Answer

While message content is certainly important for gaining and holding attention, there are many other factors that can impact an ad's ability to capture an audience's attention, including design, placement, and targeting.

Question 2

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

Accepted Answer

The double-peaked interest pattern is a strategy where the commercial starts with a surprising or intriguing statement, then goes into more detailed information before ending with another surprising or intriguing statement. This pattern is best used for informational commercials where the goal is to engage the audience and provide them with useful knowledge or facts about the product or service being advertised.

Question 3

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

Accepted Answer

False

Question 4

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

Accepted Answer

Interest patterns for radio commercials are identical to those recommended for television commercials because both media are auditory and have similar attention spans.

Question 5

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

Accepted Answer

Humor as a style can actually increase the overall attention paid to a radio commercial, as it can make the ad more memorable and engaging.

Question 6

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

Accepted Answer

A ¼-page ad can effectively deliver a short and simple message for established products or services. It may not be suitable for new or complex offerings that require more explanation.

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.

Accepted Answer

Research indicates that while ads can attract attention, the percentage of readers who pay attention to any single ad is much lower, often depending on factors such as placement, design, and relevance to the reader, rather than reaching as high as 80% for most ads.

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.

Accepted Answer

Short paragraphs, sentences and words increase contrast and catch the reader's attention quickly in a magazine ad.

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.

Accepted Answer

The answer of Due to the limited processing time, passing-viewed...

Question 10

Search ads are a small proportion of all Internet ads.

Accepted Answer

Search ads are a significant portion of all Internet ads, with companies like Google and Bing making substantial revenues from search advertising.

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.

Accepted Answer

With the increasing use of ad blockers, the growing number of media channels, and the decreasing attention spans of consumers, achieving attention for ads is likely to become an even greater 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.

Accepted Answer

The statement is a factual claim about the estimated probability of attention to TV commercials in advanced countries, which is a specific statistic that can be true or false based on available data.

Question 13

Fast cutting is effective when used in informational commercials.

Accepted Answer

The answer of Fast cutting is effective when used in...

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.

Accepted Answer

Transformational commercials aim to create an emotional connection between the brand/item and the consumer. Starting with an arousing element, rising to a peak and finishing with an auditory "kick" is a common strategy to create a memorable emotional impact on the audience.

Question 15

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

Accepted Answer

Research indicates that the effectiveness of a commercial, including its length, depends more on the content, message relevance, and audience engagement rather than the gender of the target audience.

Question 16

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

Accepted Answer

Whether a print ad is high-involvement or low-involvement, the use of a large picture may or may not be appropriate depending on the specific context and target audience of the ad. Other factors like copywriting, colors, typography, and layout can also impact the effectiveness of a print ad.

Question 17

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

Accepted Answer

Placing visual conveyor images above a complete headline can capture the attention of low-involvement consumers and communicate the brand message effectively.

Question 18

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

Accepted Answer

The answer of As with newspaper ads, the headline in...

Question 19

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

Accepted Answer

Direct-response or directory ads are designed to elicit an immediate response from the viewer, such as making a purchase or signing up for a service, rather than building brand awareness or recall over time. Therefore, measures like ad recognition and ad recall are less relevant for these types of ads, as their success is more directly measured by the immediate actions they prompt from the audience.

Question 20

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

Accepted Answer

Both internet banner ads and outdoor ads are designed to quickly grab the viewer's attention and convey a message in a limited amount of space. They are both meant to be seen in passing and often use eye-catching graphics or brief text to make an impact on the viewer.

Quiz 7: Attention Tactics and Pretesting