Question 1

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

D

Question 2

Which step immediately follows awareness and knowledge in the hierarchy of effects model?
A) The purchase
B) Liking
C) Preference
D) Conviction

Accepted Answer

According to the hierarchy of effects model, the step that immediately follows awareness and knowledge is liking. This means that once consumers are aware of a product or service and have knowledge about it, they must also develop a positive attitude or feeling towards it before they can move on to preference, conviction, and ultimately, purchase.

Question 3

The process of preparing and integrating a company's advertising efforts with the overall IMC message is the:
A) message theme.
B) advertising management program.
C) executional framework.
D) communication analysis.

Accepted Answer

The process of preparing and integrating a company's advertising efforts with the overall IMC message is known as the advertising management program, which involves planning, executing, and evaluating advertising campaigns. This process ensures that the advertising is aligned with the overall IMC strategy and messaging. Options A, C, and D refer to specific components or aspects of the IMC process but do not encompass the entirety of the advertising management program.

Question 4

According to the hierarchy of effects model, before Sandra will develop a preference for K-Swiss shoes, she must first:
A) know about K-Swiss shoes and like the K-Swiss brand.
B) have conviction that the K-Swiss brand is superior to other brands.
C) know about K-Swiss shoes and believe they are the best.
D) become aware of the K-Swiss brand and develop a conviction about the brand.

Accepted Answer

According to the hierarchy of effects model, the first step towards developing a preference is awareness and liking of the brand. Hence, Sandra must first become aware of K-Swiss shoes and like the brand before she can develop a preference for them. Option A captures these requirements.

Question 5

The means-end chain approach suggests that an advertisement should contain a message or means that:
A) leads the consumer to a desired end state.
B) changes a consumer's attitude.
C) modifies a consumer's beliefs.
D) stimulates some type of behavior.

Accepted Answer

The means-end chain approach focuses on the relationship between a product's characteristics and the ultimate goal or end state that a consumer desires. Therefore, an effective advertisement should contain a message or means that leads the consumer to a desired end state.

Question 6

The affective component of attitude matches which components of the hierarchy of effects model?
A) Awareness and knowledge
B) Liking, preference, and conviction
C) Conviction and action
D) The actual purchase

Accepted Answer

The affective component of attitude matches with the liking, preference, and conviction components of the hierarchy of effects model. Affective component refers to the emotional response towards the product or service, while liking, preference, and conviction components are related to the level of preference, attraction, and personal belief in the product or service, respectively.

Question 7

The attitude formation sequence which matches the typical steps in the hierarchy of effects model is:
A) cognitive-affective-conative.
B) affective-conative-cognitive.
C) liking-decision-discovery.
D) discovery-liking-decision.

Accepted Answer

The hierarchy of effects model suggests that attitudes are formed through a sequence of cognitive (thinking), affective (feeling) and conative (behavioral) stages. Thus, the attitude formation sequence that matches these steps is cognitive-affective-conative.

Question 8

A means-end chain is the basis for the:
A) hierarchy of effects model.
B) MECCAS model.
C) visual and verbal cue consistency approach.
D) components of attitudes.

Accepted Answer

The answer of A means-end chain is the basis for...

Question 9

The first step in a purchase decision in 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 the consumer has become aware of the product or brand. Without awareness, a consumer cannot move forward to the next steps in the decision-making process.

Question 10

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

Accepted Answer

After preference, the next stage in the hierarchy of effects model is conviction. This refers to the stage where the consumer has a belief or a conviction that the preferred brand or product is the best option for them. Conviction is the stage where the consumer becomes a committed buyer and is more likely to make a purchase.

Question 11

In terms of the hierarchy of effects model, to obtain brand loyalty:
A) all six steps must be present.
B) knowledge and preference is essential, the other steps are not.
C) liking, preference, and conviction are essential, the other steps are not.
D) awareness, knowledge, and conviction are essential, the other steps are not.

Accepted Answer

The hierarchy of effects model suggests that all six steps (awareness, knowledge, liking, preference, conviction, and purchase) are necessary to achieve brand loyalty.

Question 12

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 of the hierarchy of effects model is the actual purchase, as this represents the culmination of the consumer decision-making process and the ultimate goal of marketing efforts. While liking, preference, and conviction are important intermediate steps in the hierarchy, they all ultimately lead to the final purchase decision.

Question 13

In a means-end chain for milk, the calcium content of milk leads to healthier bones, which leads to a display of wisdom and a comfortable life free of osteoporosis. The fact that milk has calcium represents which component of the means-end chain?
A) Product attribute
B) Consumer benefit
C) Leverage point
D) Personal value

Accepted Answer

The fact that milk has calcium is a product attribute, as it is a characteristic of the product itself.

Question 14

In an advertisement for Curves for Women, consumers are encouraged to "join now" by offering them the remainder of the summer free. This portion of the ad corresponds to which step in the hierarchy of effects model?
A) Awareness
B) Knowledge
C) Conviction
D) The actual purchase

Accepted Answer

The answer of In an advertisement for Curves for Women,...

Question 15

Which step immediately follows awareness in the hierarchy of effects model?
A) Recognition
B) Liking
C) Preference
D) Knowledge

Accepted Answer

The hierarchy of effects model progresses from awareness to knowledge, then liking, preference, and finally purchase or action. Therefore, knowledge immediately follows awareness in the model.

Question 16

The conative component of an attitude matches the hierarchy of effects model's element of:
A) knowledge.
B) preference.
C) conviction.
D) the actual purchase.

Accepted Answer

The conative component of an attitude refers to the behavioral aspect or the action tendency of an attitude, which aligns with the actual purchase in the hierarchy of effects model. This model describes the stages a consumer goes through before making a purchase, culminating in the action of purchasing.

Question 17

The hierarchy of effects model:
A) only works in the correct sequence of the model.
B) is designed to build recall more than an actual purchase decision.
C) clarifies the advertising approach to use by showing what to emphasize during each stage of the model.
D) leads to impulse buying decisions if applied correctly.

Accepted Answer

The hierarchy of effects model helps to clarify the advertising approach by showing what to emphasize during each stage of the model. It guides marketers on how to move consumers from awareness to a purchase decision. While building recall is important, the ultimate goal is to lead to a purchase decision. The model does not lead to impulse buying decisions, but rather serves as a roadmap for marketers to follow.

Question 18

Automobile manufacturer ads comprise about 15 percent of all magazine advertising revenue. One reason auto manufacturers spend so much on advertising is that consumers do not purchase vehicles on a regular basis. When consumers do make the decision to purchase a new car, auto companies want to make sure consumers remember the right brand. This illustrates ________ effects.
A) decay
B) wear out
C) carryover
D) threshold

Accepted Answer

The scenario described exhibits carryover effects, which refers to the impact of previous advertising on current decision-making. Auto manufacturers invest heavily in advertising to ensure that their brand is remembered by consumers when they finally decide to make a purchase.

Question 19

In a means-end chain, end states include:
A) the components of attitude.
B) personal values.
C) the purchase of a product.
D) either a change in beliefs or a change in attitude.

Accepted Answer

End states in a means-end chain refer to the ultimate goals or values that consumers want to achieve by using a particular product or service. Personal values are a key example of end states, as they represent higher-order goals that are often deeply ingrained and enduring across contexts. The other answer choices are not necessarily end states, as they represent more specific outcomes or intermediate steps in the means-end chain.

Question 20

The cognitive component of attitude matches the hierarchy of effects model's components of:
A) awareness and knowledge.
B) liking, preference, and conviction.
C) conviction and action.
D) the actual purchase.

Accepted Answer

The cognitive component of attitude refers to a person's beliefs and knowledge about the attitude object. This aligns with the hierarchy of effects model's components of awareness and knowledge, as it relates to the first stage of the model where a person becomes aware of the product or service and gains knowledge about it.

Quiz 5: Advertising Management

In the hierarchy of effects model, preference for a particular product only occurs after each of the following occurs except:

Which step immediately follows awareness and knowledge in the hierarchy of effects model?

The process of preparing and integrating a company's advertising efforts with the overall IMC message is the:

According to the hierarchy of effects model, before Sandra will develop a preference for K-Swiss shoes, she must first:

The means-end chain approach suggests that an advertisement should contain a message or means that:

The affective component of attitude matches which components of the hierarchy of effects model?

The attitude formation sequence which matches the typical steps in the hierarchy of effects model is:

A means-end chain is the basis for the:

The first step in a purchase decision in the hierarchy of effects model is:

In the hierarchy of effects model, after preference comes:

In terms of the hierarchy of effects model, to obtain brand loyalty:

The final step of the hierarchy of effects model is:

In a means-end chain for milk, the calcium content of milk leads to healthier bones, which leads to a display of wisdom and a comfortable life free of osteoporosis. The fact that milk has calcium represents which component of the means-end chain?

In an advertisement for Curves for Women, consumers are encouraged to "join now" by offering them the remainder of the summer free. This portion of the ad corresponds to which step in the hierarchy of effects model?

Which step immediately follows awareness in the hierarchy of effects model?

The conative component of an attitude matches the hierarchy of effects model's element of:

The hierarchy of effects model:

In a means-end chain, end states include:

The cognitive component of attitude matches the hierarchy of effects model's components of: