Deck 5: Advertising Management

Question 1

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.

Answer 1

D

Question 2

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

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

Answer 2

B

Question 3

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.

Answer 3

B

Question 4

According to 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 5

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 6

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 7

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 8

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 9

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

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

Question 10

In the hierarchy of effects model, after preference comes:

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

Question 11

In terms of 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 12

The final step of the hierarchy of effects model is:

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

Question 13

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

Question 14

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

Question 15

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

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

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

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 18

Automobile manufacturer ads comprise about 15 percent of all magazine advertising revenue. One reason auto manufacturers spend so much on advertising is that consumers do not purchase vehicles on a regular basis. When consumers do make the decision to purchase a new car, auto companies want to make sure consumers remember the right brand. This illustrates ________ effects.

A) decay
B) wear out
C) carryover
D) threshold

Question 19

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 20

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.

Question 21

Which statement below about the visual element in ads 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 22

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

Question 23

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 24

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 25

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 visual portrayal of key statistics supporting a product's main benefits

Question 26

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 27

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 28

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 29

The average person encounters more than 800 advertisements per day.

Question 30

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 31

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 32

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 33

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

Question 34

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

Question 35

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 36

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 37

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

Question 38

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 39

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

Question 40

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

Question 41

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 42

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

Question 43

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

Question 44

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 45

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

Question 46

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

Question 47

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 48

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 49

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 50

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

Question 51

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

Question 52

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

Question 53

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

Question 54

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 55

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

Question 56

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

Question 57

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

Question 58

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

Question 59

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

Question 60

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

Question 61

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

Question 62

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 63

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

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

Question 66

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

A) diminishing returns
B) threshold effects
C) carryover effects
D) decay effects

Question 67

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 68

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

Question 69

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 70

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

Question 71

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

Question 72

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

Question 73

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 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

Explain the concept of the means-end chain.

Question 76

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

A) carryover effects of previous ads.
B) wear out effects of ads of competitors.
C) threshold effects of former ads.
D) decay effects of former ads.

Question 77

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 78

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 79

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 80

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.