Question 1

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

Accepted Answer

A means-end chain stresses the linkage between a product's attributes and the benefits or values that it provides to the consumer. Price may be considered as one of the attributes, but the focus is on how the product satisfies the consumer's underlying needs or goals.

Question 2

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 a specific consumer action such as making a purchase. As per the hierarchy of effects model, the conative stage is where the intended consumer behavior takes place. Therefore, conative-oriented advertisements are more effective in stimulating product purchases and other consumer actions.

Question 3

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 outlines the typical steps that consumers and businesses take when making purchases, including awareness, interest, evaluation, trial, adoption, and loyalty. By understanding these steps, marketers can create targeted campaigns that are more likely to influence behavior and drive sales.

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 explicitly included in the Means-End Chain model, but they may influence the consumer's decision-making process and the hierarchy of attributes and consequences in the model. MECCAS, on the other hand, is a variation of the Means-End Chain model that includes a comprehensive list of universal values and their relationships to product attributes and consequences.

Question 5

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 false. Verbal and written content is primarily stored in the left side of the brain, while visual elements are processed and stored in both the left and right sides of the brain.

Question 6

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 7

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 8

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 general framework for understanding the steps consumers may go through before making a purchase, it is not always a linear or sequential process. Consumers may skip steps, repeat steps, or go through the steps in a different order depending on various factors such as the type of product, their personal preferences, and external influences.

Question 9

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 (which aim to create emotions and feelings towards a product) are superior in developing liking, preference, and conviction for a product. Cognitive-oriented advertisements, on the other hand, are more effective in developing awareness and knowledge about a product.

Question 10

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

Accepted Answer

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

Question 11

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

Accepted Answer

This statement is false. Research has shown that visual images can be more memorable than verbal copy, especially when they are emotionally impactful or when they are paired with a strong verbal message. However, the effectiveness of visual imagery can also depend on factors such as the complexity of the image and the individual's personal preferences for visual versus verbal information.

Question 12

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 be...

Question 13

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 14

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

Accepted Answer

The hierarchy of effects model includes six stages that consumers go through from unawareness of a product to brand loyalty. To achieve brand loyalty, advertisers must address all six stages of the hierarchy of effects model which are awareness, knowledge, liking, preference, conviction, and purchase.

Question 15

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 when information is presented in both visual and verbal formats, it is more likely to be remembered and understood because it is processed by both the verbal and visual processing systems in the brain. Therefore, a message that includes both visual and verbal/written elements is more likely to be effective.

Question 16

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

Accepted Answer

Means-end theory is the basis of the MECCAS approach to advertising, which aims to connect the features of a product to the values and benefits that consumers seek.

Question 17

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 preference in...

Question 18

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 19

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 remembered by the brain as both images and words, depending on how the person processes the information. Both the visual and verbal elements can influence the perception and memory of the advertisement.

Question 20

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.

Quiz 5: Advertising Management