Question 1

Print media offer the best outlets for rational appeals.

Accepted Answer

The answer of Print media offer the best outlets for...

Question 2

The underlying principle for using more emotional appeals in b-to-b advertising is that emotions can be a part of every type of decision,even in the b-to-b environment.

Accepted Answer

Emotions can play a role in every type of decision, including those made in the b-to-b environment. While logic and reason are typically more prominent in b-to-b decision-making, emotional appeals can still be effective in influencing buyer behavior.

Question 3

Amplification is an advertisement's body or text.

Accepted Answer

The answer of Amplification is an advertisement's body or text....

Question 4

Emotional appeals are designed to capture a viewer's attention and foster an attachment between the consumer and the brand.

Accepted Answer

Emotional appeals aim to strike an emotional chord with the viewer, evoking feelings of happiness, sadness, fear, or excitement, among others. This emotional connection can lead to greater brand loyalty and a deeper commitment to the product.

Question 5

Visual and peripheral cues are important in developing effective emotional appeals.

Accepted Answer

Visual and peripheral cues, such as colors, images, and music, can enhance emotional appeals and make them more effective.

Question 6

An advertisement's headline is usually the same as the ad's tag line.

Accepted Answer

The headline of an ad is designed to grab the reader's attention and entice them to read on, while the tag line is usually a short and memorable phrase that sums up the brand or product. They can be related, but they are not always the same.

Question 7

The second step in a purchase decision,which follows awareness in the hierarchy of effects model,is:
A) recognition
B) liking
C) preference
D) knowledge

Accepted Answer

The second step in the hierarchy of effects model is "knowledge," where the consumer seeks information and gains understanding about the product after becoming aware of it.

Question 8

The primary benefit of using a well-known song in a musical appeal is that consumers have already developed an affinity for a song,which normally is then transferred to the product or brand.

Accepted Answer

Using a well-known song in a musical appeal can leverage the emotional connection that consumers already have with the song and transfer those positive feelings to the product or brand being advertised. This can lead to increased brand recognition, recall, and overall appeal.

Question 9

Rational appeals are superior to other appeals in developing and changing attitudes and establishing brand beliefs when a consumer has interest in a product or brand.

Accepted Answer

Rational appeals are based on facts, logical reasoning, and objective information, which are more convincing and effective when a consumer is interested in a product or brand they already have some knowledge and involvement in. This appeals to their intellect and encourages them to evaluate the product or brand based on its features, benefits, and performance. As a result, rational appeals can help develop and change attitudes and establish brand beliefs more effectively than emotional or other types of appeals that rely on subjective and non-rational factors. However, it should be noted that emotional appeals can also be effective in certain situations, such as when consumers are not highly involved, and rely more on intangible aspects such as feeling and emotion.

Question 10

A rational appeal is closely tied to the stages of visual and verbal imagining,moving viewers from the cognitive to the conative component of attitude.

Accepted Answer

A rational appeal primarily focuses on logic and reasoning to persuade, often involving facts, data, and logical arguments, rather than engaging with the stages of visual and verbal imagining, which relate more to emotional or imaginative appeals.

Question 11

The first step in a purchase decision according to the hierarchy of effects model is:
A) awareness
B) liking
C) preference
D) conviction

Accepted Answer

The first step in the hierarchy of effects model is awareness, which means becoming aware of the product or service. Without awareness, there can be no further steps in the process.

Question 12

The promise of a benefit is normally part of an advertisement's headline.

Accepted Answer

The promise of a benefit is often used as a hook to attract attention and persuade people to read or engage with an advertisement. Therefore, it is commonly included in the headline.

Question 13

Brand awareness,brand equity,and brand loyalty are easier to develop when consumers are already familiar with the music used in an advertisement than when a new song,music,or jingle is written.

Accepted Answer

Using familiar music in an advertisement can trigger emotional responses and associations with the brand, leading to better brand awareness, equity, and loyalty. On the other hand, using a new or unfamiliar song may not have the same effect and may require more effort to build those connections.

Question 14

Many musical artists are more positive about using their songs in advertisements because they believe that using the songs will capture the kind of attention that will lead radio disc jockeys to play the song on the air.

Accepted Answer

This is a common strategy in the music industry known as "sync licensing." By licensing their music for use in advertisements, artists hope to increase exposure and generate buzz that could result in more radio airplay and overall success for the song.

Question 15

The creative brief directs the work of which individual in developing advertisements?
A) media planner
B) creative
C) account executive
D) traffic manager

Accepted Answer

The creative brief is specifically designed to direct the work of the creative in developing advertisements, as it outlines the goals, target audience, key message, and other important details that inform the creative direction of the campaign. While other team members such as media planners, account executives, and traffic managers may also refer to the creative brief for guidance, its primary purpose is to guide the work of the creative team.

Question 16

Most creatives view emotional advertising as the key to developing brand loyalty.

Accepted Answer

Emotional advertising has been proven to create strong connections between consumers and brands, leading to increased brand loyalty. Many creatives believe that tapping into consumers' emotions and values can make a brand more relatable and memorable.

Question 17

In terms of music used in advertisements,the most common method is to use a song that has already been written or a jingle that already exists.

Accepted Answer

The answer of In terms of music used in advertisements,the...

Question 18

Emotional appeals are not useful for business-to-business advertisements because they do not incorporate cognitive elements.

Accepted Answer

Emotional appeals can still be useful in B2B advertising as long as they also incorporate cognitive elements such as facts, data, and logical reasoning. B2B decision-making is often based on both emotional and rational factors.

Question 19

Rational appeals are most effective when consumers have high levels of involvement and are willing to pay attention to the ad.

Accepted Answer

Rational appeals rely on logical arguments and informative messages to persuade consumers. These types of appeals require consumers to engage in a cognitive processing effort and actively analyze the information presented in the ad. Therefore, they are more effective when consumers are motivated and attentive. High involvement indicates a strong personal relevance to the product or service being advertised, which increases the likelihood of paying attention and processing information.

Question 20

Scarcity appeals are designed to build brand awareness and lead to positive attitudes toward the brand.

Accepted Answer

Scarcity appeals are primarily designed to create a sense of urgency and increase perceived value, encouraging immediate consumer action rather than primarily building brand awareness or positive attitudes.

Quiz 6: Advertising Design-Theoretical Frameworks and Types of Appeals