Question 1

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

Consumers are more likely to associate positive emotions and memories with music they are already familiar with, leading to a stronger connection with the brand and an increased likelihood of brand loyalty. Using a new or unfamiliar song may not have the same effect, as it does not have the same established emotional connection.

Question 2

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 hierarchy of effects model suggests that the first step in a purchase decision is awareness. This means that the consumer must become aware of the product or service before any other steps towards making a purchase decision can be taken. Without awareness, there can be no subsequent steps towards liking, preference, or conviction.

Question 3

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

Accepted Answer

Rational appeals appeal to logic and reason, and are more effective when consumers are highly interested in a product or brand because they are more likely to weigh the pros and cons before making a decision. Emotion-based appeals may be more effective for low-involvement purchases where consumers are less likely to analyze their decision-making process.

Question 4

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

Accepted Answer

This statement is False. Emotional appeals can be useful for business-to-business advertisements as they can tap into the emotions and motivations of the decision-makers within those businesses. However, it is important to also incorporate cognitive elements such as data and statistics to support the emotional appeal and provide a logical basis for the decision.

Question 5

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

Accepted Answer

Emotional appeals use feelings, such as happiness, fear, or nostalgia, to create a connection between the consumer and the brand. This connection can lead to increased brand loyalty and ultimately drive purchase behavior.

Question 6

New, emerging musical artists are now more receptive 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 statement suggests that emerging artists are willing to use their songs in ads as a way to gain exposure and increase the likelihood of getting airplay on radio stations.

Question 7

According to the hierarchy of effects model, after preference comes:
A) the actual purchase
B) recognition
C) knowledge
D) conviction

Accepted Answer

Conviction follows preference in the hierarchy of effects model, indicating a stronger intention to purchase before the actual purchase decision.

Question 8

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.

Question 9

Which immediately follows awareness and knowledge in the hierarchy of effects model?
A) the purchase
B) liking
C) preference
D) conviction

Accepted Answer

Liking immediately follows awareness and knowledge in the hierarchy of effects model. After becoming aware and knowledgeable about a product or service, consumers develop a liking or preference for it, which can then lead to conviction and ultimately, the purchase.

Question 10

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, which use logical reasoning and factual information, are more likely to be effective when consumers are highly involved in the product or service being advertised and are willing to pay attention to the details presented in the ad. In low-involvement situations, emotional appeals may be more effective in capturing consumers' attention and persuading them to take action.

Question 11

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

Accepted Answer

The answer of In the hierarchy of effects model, preference...

Question 12

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 help in creating a positive association between the song and the product or brand, as consumers may already have a positive emotional connection to the song. This can in turn influence their buying decisions and brand loyalty.

Question 13

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 14

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

Accepted Answer

Even in the business-to-business environment, emotions can play a role in decision making. Therefore, using emotional appeals in B2B advertising can be effective.

Question 15

Print media offer the best outlets for rational appeals.

Accepted Answer

Print media allows for more detailed and in-depth arguments, which are more likely to persuade readers through rational appeals.

Question 16

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

Accepted Answer

Emotional advertising is often used to create a strong emotional connection between the brand and the consumer, which can be a powerful tool in building long-term brand loyalty. Many creatives believe that emotional advertising is crucial in creating a lasting bond between the brand and its customers, as it helps to establish a deep and personal connection that goes beyond the product or service being sold. This emotional appeal can be achieved through a variety of creative techniques, including storytelling, humor, nostalgia, and empathy.

Question 17

The final step of the hierarchy of effects model is:
A) the actual purchase
B) liking
C) preference
D) conviction

Accepted Answer

The final step in the hierarchy of effects model is the actual purchase. This is the ultimate goal of advertising and marketing efforts; to persuade the consumer to make a purchase. While liking, preference, and conviction are all important steps in the process, without the actual purchase, the advertising and marketing efforts have not been successful in achieving their ultimate goal.

Question 18

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,...

Question 19

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

Accepted Answer

Visual and peripheral cues, such as images and colors, can play a significant role in creating emotional appeals that resonate with an audience. These cues can help to capture attention, elicit emotional responses, and communicate information about the product or message being promoted. Therefore, they are an important consideration for marketers and advertisers when crafting effective campaigns.

Question 20

Which immediately follows awareness in the hierarchy of effects model?
A) recognition
B) liking
C) preference
D) knowledge

Accepted Answer

In the hierarchy of effects model, awareness is followed by knowledge, where consumers seek information and learn more about the product.

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