Question 1

Using songs from popular musicians is:

Accepted Answer

Using songs from popular musicians is popular because the affinity for the song often transfers to the product. This is known as the "sleeper effect" where people remember the song and the positive emotions associated with it, which can influence their purchasing decisions even if they forget the connection between the song and the product.

Question 2

In terms of advertising internationally, the levels of nudity, sexual references, and gender-specific issues that are permitted in a country are determined by all of the following, except:

Accepted Answer

Personal preferences of individuals or specific companies do not determine what is permitted in a country's advertising regulations. Rather, regulations are typically determined by a combination of cultural norms, religious beliefs, and value systems within the society.

Question 3

The cognitive impression made on viewers of a sexually-oriented ad depends on:

Accepted Answer

The answer of The cognitive impression made on viewers of...

Question 4

Byron has an interest in purchasing a motorcycle and is now looking at the different models, gathering information about each one. Which type of appeal would be the most effective in developing or changing Byron's attitude and in establishing specific brand beliefs?

Accepted Answer

Rational appeal would be the most effective in developing or changing Byron's attitude and brand beliefs because he is actively gathering information about different motorcycle models. A rational appeal would focus on the features, performance, and benefits of each model, which would appeal to his logical and analytical side. Sex appeal, emotional appeal, and humor appeal may not be as effective as they do not directly address his need for factual information.

Question 5

Music is effective at gaining a viewer's attention:

Accepted Answer

Numerous studies have shown that music can enhance the retention of information in ads. This is because music can elicit emotional responses, which improves memory encoding and retrieval. Additionally, music can help create a more positive attitude towards the ad and brand, leading to increased brand recall and propensity to purchase.

Question 6

The following statements are true about sexually-oriented ads, except:

Accepted Answer

Sexually-oriented ads may attract attention and be rated as interesting, but they do not necessarily increase brand recall, as the focus may shift from the product to the sexual content.

Question 7

Rational appeals work best when:

Accepted Answer

Rational appeals are based on logical reasons and facts, and are more effective when the viewer is engaged and willing to pay attention to the ad. High involvement means the viewer is interested in the product, so rational arguments can be effective in providing information and persuasion. Low involvement and simple products may not require as much persuasion and emotional appeals may work better. Rational appeals can still be effective regardless of involvement levels as long as they are relevant to the product.

Question 8

The types of sexually-oriented ads that will produce the highest level of physiological responses are:

Accepted Answer

Research has consistently shown that nudity and overt sexuality produce the highest level of physiological responses, including increased heart rate and genital arousal. This is likely because they provide the most explicit cues related to sexual activity.

Question 9

Using a popular song in an advertisement:

Accepted Answer

Using a popular song in an advertisement can transfer the emotional affinity for the song to the product and create a positive association in the consumer's mind, leading to increased brand awareness and potential sales.

Question 10

Rational appeals:

Accepted Answer

Rational appeals are focused on providing logical and practical reasons to persuade consumers to buy a product. This approach aligns with the traditional steps of the hierarchy of effects model, starting with raising awareness, progressing to knowledge and liking, and ultimately leading to purchase and loyalty. Rational appeals aim to lead the consumer through these stages by providing information that supports the benefits of the product.

Question 11

Which is the best outlet for a rational appeal?

Accepted Answer

Print media and the internet are considered the best outlets for a rational appeal because they allow for detailed information to be presented and allow the audience to take time in processing the information. They also give the audience the ability to refer back to the information as needed.

Question 12

Most creatives view which type of advertising appeal as the key to developing brand loyalty?

Accepted Answer

Emotional appeals, such as those that create positive associations with a brand, are often viewed as the most effective way to build brand loyalty. These appeals tap into consumers' feelings and emotions, creating a stronger connection between the brand and the consumer. This connection can lead to increased customer retention and advocacy, as well as improved brand reputation and recognition.

Question 13

In determining the level of sex appeal to use in an advertisement, it is important to consider:

Accepted Answer

It is important to consider society's view and level of acceptance at the time the ad is to run. This can vary between cultures, time periods, and even geographic locations. Advertisers should be careful not to offend or potentially harm their audience by using overly sexualized content.

Question 14

Emotional appeals are based on each of the following ideas, except:

Accepted Answer

This answer is the exception to the question. The other three choices all propose the effectiveness of emotional appeals in advertising. Option A suggests that some types of emotional appeals such as humor and sex appeals have been overused and are becoming less effective, but it does not suggest that emotional appeals, in general, are not useful in advertising.

Question 15

Music can be intrusive, which means it will:

Accepted Answer

Intrusive music is designed to capture the attention of someone who was not initially paying attention to the program or advertisement. It interrupts the listener's current focus, drawing their attention to the new audio stimulus.

Question 16

Emotional appeals are popular because:

Accepted Answer

Emotional appeals are popular because they tap into the viewer's emotions and create a connection with the product or message. Rational appeals may not be as effective because they require the viewer to actively engage with the information presented, whereas emotional appeals can be more immediately impactful.

Question 17

Which type of appeal closely follows the steps in the hierarchy of effects model?

Accepted Answer

The hierarchy of effects model follows the steps of awareness, knowledge, liking, preference, conviction, and purchase, and rational appeals often provide information and logic to persuade the audience. They guide consumers through the decision-making process using facts, statistics, and reasoning to help them make informed choices. Therefore, rational appeals align closely with the steps in the hierarchy of effects model.

Question 18

Some musicians now see writing and singing songs for advertisements as a way to get their songs heard and eventually played by individuals, apart from the ad. The advantages of this method of writing songs for ads include the following, except:

Accepted Answer

This option is an advantage for the brand, not for the musician. The other options are advantages for musicians in terms of exposure and audience reach.

Question 19

Using "regular person" models in advertisements are being used by companies such as Wal-Mart in response to:

Accepted Answer

The use of "regular person" models in advertisements is a response to criticism of sexually-oriented advertising perpetuating a dissatisfaction with one's body. By using "regular person" models, companies are attempting to showcase diverse body types and promote body positivity. This approach is intended to resonate with consumers who may feel alienated by traditional advertising tactics that feature only thin, conventionally attractive models.

Question 20

Ads that were rated as highly controversial in terms of sexual content by both males and females:

Accepted Answer

According to the information given, ads that were rated as highly controversial in terms of sexual content by both males and females were also rated as most interesting. The other options (B, C, D) are not supported by the information given.

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