Rational appeals:
A)match the traditional steps of the hierarchy of effects model.
B)often include some other type of appeal to gain attention.
C)are focused on brand image rather than product benefits.
D)are used more in consumer advertising than in business-to-business advertising.

Question

Quizplus · Accepted Answer

Rational appeals are typically used to convey information about the product's benefits and features, which aligns with the information stage of the hierarchy of effects model, where the goal is to create awareness and knowledge.

Answer: B
 Rational appeals can also include attention-grabbing elements to stand out to the audience, but the focus is still on conveying logical reasons to buy the product.

Answer: D
 Rational appeals are commonly used in B2B advertising, where the target audience is more likely to respond to factual information and logical reasoning rather than emotional appeals. Rational appeals can be effective in consumer advertising as well, particularly for high-involvement products where consumers may do more research and comparison before making a purchase.

Therefore, both answer A and B are correct.

Rational Appeals