Question 1

A message is more likely to be effective when it has both visual and verbal or written elements, because these components will be dual-coded into the person's memory.

Accepted Answer

Dual-coding theory suggests that information is better remembered when it is presented both verbally and visually. When both elements are present, they reinforce each other, leading to a stronger memory trace in the brain. Therefore, a message is more likely to be effective when it contains both visual and verbal or written components.

Question 2

A means-end chain stresses the linkage between a product's attributes and its price.

Accepted Answer

A means-end chain is a marketing tool that determines the connection between a product's attributes, the benefits it offers, and the values associated with those benefits to the consumer. While pricing may be a factor in this, it is not the sole focus and may not always be included in the chain.

Question 3

Visual images tend to be more difficult to remember than verbal copy.

Accepted Answer

Visual images are generally easier to remember than verbal copy as they provide a more memorable and lasting impression on our minds. Research has shown that people are more likely to remember visual information, such as pictures or videos, than they are to recall verbal information, such as written or spoken words. This is due to the fact that the human brain processes images much more quickly and efficiently than it does words, making them more easily stored in our long-term memory.

Question 4

Personal values are not part of a MECCAS model but are part of a means-end chain.

Accepted Answer

Personal values are not part of a means-end chain, but they are considered a key influence on a person’s product decision-making process. MECCAS model, on the other hand, stands for Motivation, Emotion, Cognition, Conditioning, Association, and Satisfaction, which represents the psychological aspects of the consumer decision-making process.

Question 5

Based on the hierarchy of effects model, cognitive-oriented advertisements are superior in developing liking, preference, and conviction for a product.

Accepted Answer

According to the hierarchy of effects model, affective-oriented advertisements (such as those focusing on emotions and feelings) are more effective in developing liking and preference for a product, while cognitive-oriented advertisements (such as those with informational and rational appeals) are more effective in developing conviction and purchase intention. Therefore, the statement in the question is false.

Question 6

Liking a brand follows awareness, knowledge, and preference in the hierarchy of effects model.

Accepted Answer

The answer of Liking a brand follows awareness, knowledge, and...

Question 7

One criticism of the hierarchy of effects model is that when making purchases, consumers and businesses do not always follow the six steps in a sequential order.

Accepted Answer

While the hierarchy of effects model provides a framework for understanding how consumers and businesses make purchasing decisions, it is not always the case that they follow the six steps in a sequential order. Consumers and businesses may skip steps or revisit steps multiple times before making a purchase.

Question 8

Based on the concepts present in the hierarchy of effects model, affective-oriented advertisements are superior in developing brand awareness, brand knowledge, and brand preference.

Accepted Answer

The hierarchy of effects model suggests that cognitive-oriented advertisements (focused on information and knowledge) are typically superior in developing initial brand awareness and knowledge, while affective-oriented advertisements (focused on emotions and feelings) are more effective in developing brand preference and loyalty.

Question 9

A shopper who sees an item in a store, becomes intrigued, and then immediately makes a purchase follows the sequence of the hierarchy of effects model.

Accepted Answer

The hierarchy of effects model typically involves several stages including awareness, knowledge, liking, preference, conviction, and purchase. An immediate purchase after seeing an item skips several of these steps.

Question 10

Means-end theory provides the basis of the MECCAS approach to advertising.

Accepted Answer

MECCAS is an acronym that stands for Means-End Chain Conceptualization of Advertising Strategy. This approach is based on means-end theory, which suggests that consumers make purchasing decisions based on how a product or service will help them achieve their ultimate goals and values. Therefore, MECCAS uses a hierarchical model to connect different product attributes with the benefits they provide, which helps to create more effective advertising messages.

Question 11

To achieve brand loyalty, advertisers must address all six stages of the hierarchy of effects model.

Accepted Answer

The hierarchy of effects model suggests that consumers go through six stages before making a purchase: awareness, knowledge, liking, preference, conviction, and finally, the purchase. Advertisers need to address all these stages to create a strong brand loyalty among customers.

Question 12

The attitude sequence of cognitive → conative → affective is based on the hierarchy of effects model sequence and is the most common sequence.

Accepted Answer

The most common sequence based on the hierarchy of effects model is cognitive → affective → conative, where consumers first learn about a product (cognitive), form feelings or attitudes about it (affective), and then take some action such as making a purchase (conative).

Question 13

The final stage in the hierarchy of effects model is liking or preference for a particular brand.

Accepted Answer

The final stage in the hierarchy of effects model is typically action or purchase, not liking or preference. The model outlines the process by which consumers move from awareness to knowledge, liking, preference, conviction, and finally to the actual purchase.

Question 14

MECCAS stand for Means-End Conceptualization of Components of Advertising Strategy.

Accepted Answer

MECCAS is an acronym for Means-End Conceptualization of Components of Advertising Strategy, which is a widely used framework for developing effective advertising strategies.

Question 15

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.

Question 16

In a means-end chain, the message should be the means that leads the consumer to a desire or preference for a brand.

Accepted Answer

The answer of In a means-end chain, the message should...

Question 17

Visual elements in an advertisement can be stored in the brain as both pictures and words.

Accepted Answer

Visual elements in an advertisement can be processed and stored as both visual images and words in the brain. This is due to the fact that our brain is capable of converting visual information into verbal codes, allowing us to represent visual elements in linguistic terms. Additionally, advertisements often rely on a combination of visual and verbal elements to attract and engage consumers, making it more likely that both types of information will be processed and remembered.

Question 18

The major benefit of the hierarchy of effects model is that it is one method to identify the typical steps consumers and businesses take when making purchases.

Accepted Answer

The hierarchy of effects model proposes that consumers and businesses go through a series of steps (such as awareness, interest, desire, and action) when making purchasing decisions. By understanding this process, marketers can develop strategies to influence and guide consumers at each stage of the hierarchy, ultimately leading to a successful sale. Therefore, the major benefit of this model is that it provides a framework for understanding consumer behavior and designing effective marketing campaigns.

Question 19

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

It is actually the opposite - verbal or written content is typically stored in the left side of the brain, while visual elements are processed in both the left and right sides of the brain.

Question 20

Based on the concepts present in the hierarchy of effects model, conative-oriented advertisements are superior in facilitating product purchases and other consumer actions.

Accepted Answer

Conative-oriented advertisements are designed to encourage and facilitate consumer actions, such as making a purchase. According to the hierarchy of effects model, the conative stage is the stage where consumer behavior is influenced and actions are taken. Therefore, conative-oriented advertisements are more effective in prompting consumer actions compared to other types of advertisements.

Quiz 5: Advertising Management