Deck 5: Advertising Management

Question 1

In a means-end chain for milk, the calcium content of milk leads to healthier bones, which leads to a display of wisdom and a comfortable life free of osteoporosis. The fact that milk has calcium represents which component of the means-end chain?

A)Product attribute
B)Consumer benefit
C)Leverage point
D)Personal value

Answer 1

A

Question 2

The cognitive component of attitude matches the hierarchy of effects model's components of:

A)awareness and knowledge.
B)liking, preference, and conviction.
C)conviction and action.
D)the actual purchase.

Answer 2

A

Question 3

In an advertisement for Curves for Women, consumers are encouraged to "join now" by offering them the remainder of the summer free. This portion of the ad corresponds to which step in the hierarchy of effects model?

A)Awareness
B)Knowledge
C)Conviction
D)The actual purchase

Answer 3

D

Question 4

In the hierarchy of effects model, after preference comes:

A)the actual purchase.
B)recognition.
C)knowledge.
D)conviction.

Question 5

The first step in a purchase decision in the hierarchy of effects model is:

A)awareness.
B)liking.
C)preference.
D)conviction.

Question 6

The means-end chain approach suggests that an advertisement should contain a message or means that:

A)leads the consumer to a desired end state.
B)changes a consumer's attitude.
C)modifies a consumer's beliefs.
D)stimulates some type of behavior.

Question 7

Which step immediately follows awareness and knowledge in the hierarchy of effects model?

A)The purchase
B)Liking
C)Preference
D)Conviction

Question 8

The process of preparing and integrating a company's advertising efforts with the overall IMC message is the:

A)message theme.
B)advertising management program.
C)executional framework.
D)communication analysis.

Question 9

A means-end chain is the basis for the:

A)hierarchy of effects model.
B)MECCAS model.
C)visual and verbal cue consistency approach.
D)components of attitudes.

Question 10

In a means-end chain, end states include:

A)the components of attitude.
B)personal values.
C)the purchase of a product.
D)either a change in beliefs or a change in attitude.

Question 11

Which step immediately follows awareness in the hierarchy of effects model?

A)Recognition
B)Liking
C)Preference
D)Knowledge

Question 12

The hierarchy of effects model:

A)only works in the correct sequence of the model.
B)is designed to build recall more than an actual purchase decision.
C)clarifies the advertising approach to use by showing what to emphasize during each stage of the model.
D)leads to impulse buying decisions if applied correctly.

Question 13

In the hierarchy of effects model, preference for a particular product only occurs after each of the following occurs except:

A)awareness.
B)liking.
C)knowledge.
D)conviction.

Question 14

In the hierarchy of effects model, to obtain brand loyalty:

A)all six steps must be present.
B)knowledge and preference is essential, the other steps are not.
C)liking, preference, and conviction are essential, the other steps are not.
D)awareness, knowledge, and conviction are essential, the other steps are not.

Question 15

The affective component of attitude matches which components of the hierarchy of effects model?

A)Awareness and knowledge
B)Liking, preference, and conviction
C)Conviction and action
D)The actual purchase

Question 16

The conative component of an attitude matches the hierarchy of effects model's element of:

A)knowledge.
B)preference.
C)conviction.
D)the actual purchase.

Question 17

In a means-end chain for milk, the calcium content of milk leads to healthier bones, which leads to a display of wisdom and a comfortable life free of osteoporosis. The display of wisdom and a comfortable life component of the means-end chain is the:

A)product attribute.
B)consumer benefit.
C)attitude formation.
D)personal value.

Question 18

In the hierarchy of effects model, before Sandra will develop a preference for K-Swiss shoes, she must first:

A)know about K-Swiss shoes and like the K-Swiss brand.
B)have conviction that the K-Swiss brand is superior to other brands.
C)know about K-Swiss shoes and believe they are the best.
D)become aware of the K-Swiss brand and develop a conviction about the brand.

Question 19

The attitude formation sequence which matches the typical steps in the hierarchy of effects model is:

A)cognitive-affective-conative.
B)affective-conative-cognitive.
C)liking-decision-discovery.
D)discovery-liking-decision.

Question 20

The final step of the hierarchy of effects model is:

A)the actual purchase.
B)liking.
C)preference.
D)conviction.

Question 21

The most difficult task for a creative in developing an advertisement with visual Esperanto is finding the:

A)right tagline to use.
B)best words.
C)best colors.
D)best image.

Question 22

In terms of the visual element of an advertisement, an abstract image has a:

A)higher level of recall than a concrete image.
B)lower level of recall than a concrete image.
C)greater impact on the affective component of attitude than a concrete image.
D)greater impact on the cognitive component of attitude than on the affective component.

Question 23

Which statement below about the visual element in an advertisement is false?

A)Visual elements are stored only in the left side of the brain.
B)Visual elements tend to be more easily remembered than verbal copy.
C)Visual elements are stored in the brain as both pictures and words.
D)Visual images often lead to more favorable attitudes toward both the advertisement and the brand.

Question 24

Visual elements of an advertisement are stored in the brain as:

A)forms of verbal cues.
B)images or pictures.
C)abstractions.
D)both pictures and words.

Question 25

The key to creating a successful visual Esperanto advertisement is creating something that transcends cultures, through a(n):

A)effective verbal message.
B)brand name.
C)visual image.
D)leverage point.

Question 26

Visual elements of an advertisement are stored in:

A)the left side of the brain.
B)the right side of the brain.
C)both sides of the brain.
D)the left side of the brain if the visual is abstract and right side if the visual is concrete.

Question 27

The hierarchy of effects model suggests that, before a person develops knowledge of a product, he or she must first like the product.

Question 28

Visual Esperanto is:

A)an application of the hierarchy of effects model.
B)a universal language for global advertising.
C)a technique for Spanish-speaking advertisers and consumers.
D)the application of a rational leverage point.

Question 29

The hierarchy of effects model aids in clarifying the target audience of an advertising campaign and the development of individual ads.

Question 30

In terms of the visual element of an advertisement, a concrete image has a:

A)higher level of recall than an abstract image.
B)lower level of recall than an abstract image.
C)lesser impact on the affective component of attitude than an abstract image.
D)lesser impact on the cognitive component of attitude than on the affective component.

Question 31

Which is an example of visual Esperanto?

A)Showing a shared family moment
B)Using a decorative model
C)Tailoring ad copy to a particular region
D)A graph of key statistics supporting a product's main benefits

Question 32

The hierarchy of effects model suggests a sequential set of steps that leads to a purchase.

Question 33

An example of visual Esperanto would be a:

A)photo of a Toyota automobile.
B)child enjoying a snack.
C)description of an office machine.
D)decorative model.

Question 34

The hierarchy of effects model helps to clarify the objectives of an advertising campaign.

Question 35

In the past, creatives designing business-to-business ads relied heavily on:

A)a blend of visual and verbal elements.
B)the visual component of the ad.
C)the verbal or written component of the ad.
D)conative-oriented ads.

Question 36

Liking follows awareness and knowledge in the hierarchy of effects model.

Question 37

Preference occurs before knowledge or awareness in the hierarchy of effects model.

Question 38

Conviction follows liking and preference in the hierarchy of effects model.

Question 39

Advertising campaign management is the process of preparing and integrating a company's advertising efforts with the overall IMC message.

Question 40

In recent years, more business-to-business advertisements have incorporated:

A)stronger verbal elements to persuade business buyers.
B)stronger visual elements to heighten the emotional aspect of making a purchase.
C)attractive models.
D)more rational appeals to create stronger affinities for particular brands.

Question 41

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.

Question 42

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

Question 43

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

Question 44

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

Question 45

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

Question 46

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

Question 47

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.

Question 48

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.

Question 49

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.

Question 50

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

Question 51

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

Question 52

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

Question 53

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

Question 54

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

Question 55

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.

Question 56

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

Question 57

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

Question 58

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.

Question 59

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.

Question 60

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

Question 61

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

Question 62

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

A)diminishing returns.
B)threshold effects.
C)the sales-response curve.
D)carryover effects.

Question 63

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.

Question 64

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

A)A sales-response curve
B)A marginal analysis
C)Decay effects
D)Carryover effects

Question 65

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

A)Diminishing returns
B)Threshold effects
C)Carryover effects
D)Decay effects

Question 66

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

A)diminishing returns.
B)decay effects.
C)threshold effects.
D)purchase simulation.

Question 67

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

Question 68

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

A)direct relationship.
B)indirect relationship.
C)inverted U-shaped relationship.
D)inverse relationship.

Question 69

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

A)A sales-response function
B)A marginal analysis
C)Average return on investment curve
D)Promotions opportunity curve

Question 70

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

Question 71

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

A)Decay effects
B)Threshold effects
C)Concave downward function
D)Carryover effect

Question 72

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

Question 73

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

Question 74

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

A)greater sales.
B)diminishing returns.
C)average returns.
D)further advertising expenditures.

Question 75

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

A)A direct relationship
B)An indirect relationship
C)An inverted U-shaped relationship
D)An inverse relationship

Question 76

Explain the concept of visual Esperanto.

Question 77

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:

A)the impact of communication goals on sales revenues.
B)threshold effects.
C)sales-response function curve.
D)carryover effects.

Question 78

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

Question 79

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.

Question 80

Explain the concept of the means-end chain.