Question 1

The following formula is how marketers hope ads will affect consumers:  to purchase.

Accepted Answer

The answer of The following formula is how marketers hope...

Question 2

DAR scores are important to justify advertising costs.

Accepted Answer

DAR (Day-After-Recall) scores measure the effectiveness of an advertisement by assessing how well it is remembered by the audience, which helps justify the advertising costs by demonstrating its impact.

Question 3

StopSigns Co.specializes in making durable, weather-proof signs for local communities.In a non-comparative ad designed by the company's marketing department, the StopSigns brand name should be mentioned and its market positioning with respect to other firms in the industry should be referenced.

Accepted Answer

In a non-comparative ad, the focus is on promoting the brand itself without referencing or comparing it to other firms in the industry.

Question 4

Testimonials by regular people can convey credibility because they are like us, the target audience of regular people.

Accepted Answer

Testimonials by regular people can be relatable and trustworthy to the target audience, as they often share similar experiences and perspectives.

Question 5

Concept testing involves a focus group of eight to 10 consumers in the target segment who are shown an early version of the ad using illustrative props to explain the ad's basic idea.

Accepted Answer

Concept testing often involves small focus groups to gather feedback on an early version of an advertisement, using props to convey the core idea.

Question 6

Even though subliminal messages are effective, they have been banned because they are unethical.

Accepted Answer

There is little scientific evidence to support the effectiveness of subliminal messages in influencing behavior, and they are not universally banned.

Question 7

Attitude-to-the-ad (A_ad) is the attitude that is measured when looking at making strong positive brand attitudes.

Accepted Answer

Attitude-to-the-ad (A_ad) refers to a consumer's affective response to an advertisement itself, not directly to the brand. It can influence brand attitudes but is not the same as measuring strong positive brand attitudes.

Question 8

An ad that has a feel-good portrayal is an image ad.

Accepted Answer

An image ad focuses on creating a positive perception or emotional connection with the brand rather than directly promoting a product or service.

Question 9

The success of the more effective goals (image, preference) is tested with numerous measures of attitudes and behavioral intentions.

Accepted Answer

The effectiveness of goals related to image and preference is often evaluated using various metrics that assess attitudes and behavioral intentions to determine their impact.

Question 10

Source credibility refers to a consumer interpreting a message as the most important piece of information, but the consumer also processes the source's credibility as a cue to the validity of that message.

Accepted Answer

Source credibility is a factor in how consumers assess the validity of a message, as they consider both the content and the trustworthiness of the source when interpreting information.

Question 11

An important potential problem with humorous ads is that people remember the joke, but they do not necessarily remember the brand being advertised.

Accepted Answer

Humorous ads can be entertaining, but if the humor overshadows the brand message, consumers may recall the joke more than the product or brand itself.

Question 12

Company X is trying to increase awareness and positive attitudes about a new brand.Company X should use a humorous ad instead of a non-comparative ad.

Accepted Answer

The answer of Company X is trying to increase awareness...

Question 13

An advertisement that induces enough fear to be creepy or horrifying is very effective because consumers remember the product.

Accepted Answer

Fear-based advertisements can be memorable, but if they induce too much fear, they can lead to negative associations with the product, reducing effectiveness.

Question 14

"Hey! I heard that's a really good movie.Let's go see it tonight," Kyle suggested."Where did you hear that?" Marta asked.Kyle thought for a second and shrugged."I don't remember, but it's supposed to be good." This is an example of the sleeper effect.

Accepted Answer

The sleeper effect occurs when a message from a non-credible source becomes more persuasive over time, as people forget the source but remember the message. Kyle's inability to recall where he heard the movie was good aligns with this concept.

Question 15

A hotel has the following conditional probabilities of customers in the marketplace:
Awareness 25%, Attitude 80%, Trial 100%, Repeat 75%
To optimize business success via advertising, the hotel should spend more money on advertising and choose media that reaches more broadly.

Accepted Answer

The hotel should focus on increasing awareness and attitude towards the hotel.

Question 16

Ad copy testing is usually conducted via surveys.

Accepted Answer

Ad copy testing is commonly conducted through surveys to gather feedback and insights from potential customers or target audiences.

Question 17

As a product matures, its appeals are likely to be less image-based.

Accepted Answer

The answer of As a product matures, its appeals are...

Question 18

When an ad for Kroger toothpaste mentions Crest toothpaste, it is using comparative advertising.

Accepted Answer

Comparative advertising involves mentioning a competitor's product to highlight differences or advantages of one's own product.

Question 19

Billboard advertising often employs dramatization, a narrative, or a slice-of-life vignette to communicate with consumers.

Accepted Answer

The answer of Billboard advertising often employs dramatization, a narrative,...

Question 20

If a celebrity behaves badly, the brand he or she has been endorsing could be affected by the celebrity's new, bad associations.

Accepted Answer

A celebrity's behavior can impact the public perception of the brand they endorse, potentially leading to negative associations and affecting the brand's reputation and sales.

Quiz 11: Advertising Messages and Marketing Communications

The following formula is how marketers hope ads will affect consumers: to purchase.