Integrated Advertising Promotion And Marketing Communications 1st Canadian Edition By Clow – Test Bank

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Complete Test Bank With Answers

 

 

 

Sample Questions Posted Below

 

 

 

 

 

1) Brent Mykyte, a creative lead, believed that there are two sets of necessary skills to be truly effective in creative development.

  1. True
  2. False

 

Answer: a

Diff: 3

Type: TF

Page Reference: 120

Skill: Application

Objective: 5-1

 

2) The first skill that Brent Mykyte, a creative lead, believes is a necessary skill to be truly effective in creative development is academic training.

  1. True
  2. False

 

Answer: a

Diff: 3

Type: TF

Page Reference: 147

Skill: Application

Objective: 5-1

 

3) There are five components that make up the creative brief.

  1. True
  2. False

 

Answer: a

Diff: 2

Type: TF

Page Reference: 123

Skill: Concept

Objective: 5-1

 

4) The creative brief provides the background for the creative work on an advertisement or advertising campaign.

  1. True
  2. False

 

Answer: a

Diff: 2

Type: TF

Page Reference: 123

Skill: Concept

Objective: 5-2

 

5) The hierarchy of effects model aids in clarifying the target audience of an advertising campaign and the development of individual ads.

  1. True
  2. False

 

Answer: b

Diff: 1

Type: TF

Page Reference: 125

Skill: Concept

Objective: 5-3

 

6) There is a sequential set of steps that leads to a purchase, according to the hierarchy of effects model.

  1. True
  2. False

 

Answer: a

Diff: 1

Type: TF

Page Reference: 125

Skill: Concept

Objective: 5-3

 

7) The first stage in the hierarchy of effects model is awareness.

  1. True
  2. False

 

Answer: a

Diff: 1

Type: TF

Page Reference: 125

Skill: Concept

Objective: 5-3

 

8) The second stage in the hierarchy of effects model is awareness, which follows liking.

  1. True
  2. False

 

Answer: b

Diff: 2

Type: TF

Page Reference: 125

Skill: Concept

Objective: 5-3

 

9) The third stage in the hierarchy of effects model is liking, which follows awareness.

  1. True
  2. False

 

Answer: a

Diff: 2

Type: TF

Page Reference: 125

Skill: Concept

Objective: 5-3

 

10) The fourth stage in the hierarchy of effects model is preference, which follows awareness and liking.

  1. True
  2. False

 

Answer: a

Diff: 2

Type: TF

Page Reference: 125

Skill: Concept

Objective: 5-3

 

11) The final stage in the hierarchy of effects model is the actual purchase.

  1. True
  2. False

 

Answer: a

Diff: 1

Type: TF

Page Reference: 125

Skill: Concept

Objective: 5-3

 

12) The final stage in the hierarchy of effects model is liking and/or preference.

  1. True
  2. False

 

Answer: b

Diff: 2

Type: TF

Page Reference: 125

Skill: Concept

Objective: 5-3

 

13) A shopper who sees an item in a store, becomes intrigued, asks for information, and then makes a purchase is following the sequence of the hierarchy of effects model.

  1. True
  2. False

 

Answer: a

Diff: 3

Type: TF

Page Reference: 125

Skill: Application

Objective: 5-3

 

14) One criticism of the hierarchy of effects model is that when making purchases, consumers and businesses do not always follow the six steps in a sequential order.

  1. True
  2. False

 

Answer: a

Diff: 2

Type: TF

Page Reference: 125

Skill: Concept

Objective: 5-3

 

15) The major benefit of the hierarchy of effects model is that it is one method to identify the typical steps consumers and businesses take when making purchases.

  1. True
  2. False

 

Answer: a

Diff: 2

Type: TF

Page Reference: 125

Skill: Concept

Objective: 5-3

 

16) To achieve brand loyalty, advertisers must address all six stages of the hierarchy of effects model.

  1. True
  2. False

 

Answer: a

Diff: 2

Type: TF

Page Reference: 125

Skill: Concept

Objective: 5-3

17) The attitude sequence of cognitive  →  conative  →  affective is based on the hierarchy of effects model sequence.

  1. True
  2. False

 

Answer: b

Diff: 3

Type: TF

Page Reference: 125

Skill: Application

Objective: 5-4

 

18) Based on the hierarchy of effects model, affective-oriented advertisements are superior in developing liking, preference, and conviction for a product.

  1. True
  2. False

 

Answer: a

Diff: 3

Type: TF

Page Reference: 126

Skill: Application

Objective: 5-3

 

19) Based on the hierarchy of effects model, cognitive-oriented advertisements are superior in developing brand awareness, brand knowledge, and brand preference.

  1. True
  2. False

 

Answer: b

Diff: 3

Type: TF

Page Reference: 126

Skill: Application

Objective: 5-3

 

20) Based on the hierarchy of effects model, conative-oriented advertisements are superior in facilitating product purchases and other consumer actions.

  1. True
  2. False

 

Answer: a

Diff: 3

Type: TF

Page Reference: 126

Skill: Application

Objective: 5-3

21) In a means-end chain, the message should be the means that leads the consumer to a desired end state.

  1. True
  2. False

 

Answer: a

Diff: 2

Type: TF

Page Reference: 127

Skill: Concept

Objective: 5-3

 

22) MECCAS stand for Means-End Conceptualization of Components of Advertising Strategy.

  1. True
  2. False

 

Answer: a

Diff: 2

Type: TF

Page Reference: 128

Skill: Concept

Objective: 5-3

 

23) A means-end chain stresses the linkage between a product’s attributes and its price.

  1. True
  2. False

 

Answer: b

Diff: 1

Type: TF

Page Reference: 128

Skill: Concept

Objective: 5-3

 

24) Means-end theory is the basis of the MECCAS approach to advertising.

  1. True
  2. False

 

Answer: a

Diff: 1

Type: TF

Page Reference: 128

Skill: Concept

Objective: 5-3

 

25) Executional frameworks are a key part of a MECCAS model.

  1. True
  2. False

 

Answer: a

Diff: 2

Type: TF

Page Reference: 128

Skill: Concept

Objective: 5-3

 

26) Personal values are not part of a MECCAS model but are part of a means-end chain.

  1. True
  2. False

 

Answer: b

Diff: 3

Type: TF

Page Reference: 128

Skill: Application

Objective: 5-3

 

27) Both the hierarchy of effects model and the means-end chain model are associated with the use of a leverage point.

  1. True
  2. False

 

Answer: a

Diff: 3

Type: TF

Page Reference: 129

Skill: Application

Objective: 5-3

 

28) A leverage point moves the consumer from understanding a product’s benefits to linking those benefits with personal values.

  1. True
  2. False

 

Answer: a

Diff: 1

Type: TF

Page Reference: 129

Skill: Concept

Objective: 5-3

 

29) The leverage point in an advertisement is the message or concept that links the product’s attributes and benefits to the consumer end-state values.

  1. True
  2. False

 

Answer: a

Diff: 2

Type: TF

Page Reference: 129

Skill: Concept

Objective: 5-3

 

30) Creatives spend considerable time designing ads with powerful leverage points.

  1. True
  2. False

 

Answer: a

Diff: 2

Type: TF

Page Reference: 129

Skill: Concept

Objective: 5-3

 

31) A leverage point is associated with an attitudinal change, especially when the sequence used is cognitive –> affective –> conative.

  1. True
  2. False

 

Answer: a

Diff: 3

Type: TF

Page Reference: 129

Skill: Application

Objective: 5-3

 

32) ELM stands for elaboration likelihood model.

  1. True
  2. False

 

Answer: a

Diff: 2

Type: TF

Page Reference: 129

Skill: Concept

Objective: 5-3

 

33) ELM is about how likely a person is to spend time thinking deeply about any specific piece of marketing communications.

  1. True
  2. False

 

Answer: a

Diff: 2

Type: TF

Page Reference: 130

Skill: Concept

Objective: 5-3

 

34) The peripheral route of persuasion under ELM deals with an audience that has the motivation but not the ability to spend time thinking about a message.

  1. True
  2. False

 

Answer: a

Diff: 2

Type: TF

Page Reference: 130

Skill: Concept

Objective: 5-3

 

35) Low-involvement persuasion under ELM deals with an audience that is able but not motivated to process the message in marketing communications.

  1. True
  2. False

 

Answer: b

Diff: 2

Type: TF

Page Reference: 130

Skill: Concept

Objective: 5-3

 

36) The underlying premise of ELM is that marketing communications do not influence audiences.

  1. True
  2. False

 

Answer: b

Diff: 2

Type: TF

Page Reference: 130

Skill: Concept

Objective: 5-3

37) If an audience is not motivated to process the message in a marketing communications, then the best approach under ELM is peripheral route persuasion.

  1. True
  2. False

 

Answer: b

Diff: 3

Type: TF

Page Reference: 130

Skill: Application

Objective: 5-3

 

38) If an audience is not motivated to process the message in a marketing communication, then the best approach under ELM is low involvement persuasion.

  1. True
  2. False

 

Answer: a

Diff: 3

Type: TF

Page Reference: 130

Skill: Application

Objective: 5-3

 

39) If an audience is motivated to process the message in a marketing communication, then the best approach under ELM is low involvement persuasion.

  1. True
  2. False

 

Answer: b

Diff: 3

Type: TF

Page Reference: 130

Skill: Application

Objective: 5-3

 

40) Marketing communications for brands like Pepsi and Coke usually feature the use of humour.

  1. True
  2. False

 

Answer: a

Diff: 3

Type: TF

Page Reference: 130

Skill: Application

Objective: 5-3

41) The three routes to persuasion under ELM have equal effects on an audience.

  1. True
  2. False

 

Answer: b

Diff: 2

Type: TF

Page Reference: 131

Skill: Concept

Objective: 5-3

 

42) The particular type of appeal that should be used in an advertisement should be based on a review of the creative brief, the objective of the advertisement, and the means-end chain to be conveyed.

  1. True
  2. False

 

Answer: a

Diff: 2

Type: TF

Page Reference: 131

Skill: Concept

Objective: 5-5

 

43) Using a fear appeal in an advertisement increases both the viewer’s interest in the ad and the persuasiveness of the ad.

  1. True
  2. False

 

Answer: a

Diff: 3

Type: TF

Page Reference: 134

Skill: Concept

Objective: 5-5

 

44) Fear is an ineffective form of advertising appeal that has been largely abandoned.

  1. True
  2. False

 

Answer: b

Diff: 1

Type: TF

Page Reference: 134

Skill: Concept

Objective: 5-5

 

45) In a fear appeal, severity is the degree of potential physical, social, or psychological harm.

  1. True
  2. False

 

Answer: a

Diff: 2

Type: TF

Page Reference: 134

Skill: Concept

Objective: 5-5

 

46) In a fear appeal, vulnerability is based on the likelihood or probability that a negative event will occur.

  1. True
  2. False

 

Answer: a

Diff: 2

Type: TF

Page Reference: 134

Skill: Concept

Objective: 5-5

 

47) Severity and vulnerability are key elements in rational advertisements.

  1. True
  2. False

 

Answer: b

Diff: 2

Type: TF

Page Reference: 135

Skill: Concept

Objective: 5-5

 

48) An advertisement featuring a fear appeal that suggests a person will feel good about losing weight is an example of highlighting extrinsic rewards.

  1. True
  2. False

 

Answer: b

Diff: 3

Type: TF

Page Reference: 135

Skill: Application

Objective: 5-5

49) An advertisement designed to convince viewers that if they do not use a particular brand of deodorant, they will be social outcasts, is stressing the severity of a negative consequence in a fear appeal.

  1. True
  2. False

 

Answer: a

Diff: 3

Type: TF

Page Reference: 135

Skill: Application

Objective: 5-5

 

50) When a viewer believes he or she can take action to prevent negative consequences by purchasing a product or service, the individual is exhibiting self-efficacy.

  1. True
  2. False

 

Answer: a

Diff: 3

Type: TF

Page Reference: 135

Skill: Application

Objective: 5-5

 

51) Low levels of fear in an ad may not create feelings of severity or vulnerability.

  1. True
  2. False

 

Answer: a

Diff: 3

Type: TF

Page Reference: 135

Skill: Application

Objective: 5-5

 

52) A fear level that is too high is impossible to create, because viewers have become immune to fear tactics in advertising.

  1. True
  2. False

 

Answer: b

Diff: 3

Type: TF

Page Reference: 135

Skill: Application

Objective: 5-5

53) Humour is a rarely-used form of advertising appeal.

  1. True
  2. False

 

Answer: b

Diff: 1

Type: TF

Page Reference: 136

Skill: Concept

Objective: 5-5

 

54) Humour has proven to be one of the best appeals for cutting through advertising clutter.

  1. True
  2. False

 

Answer: a

Diff: 1

Type: TF

Page Reference: 136

Skill: Concept

Objective: 5-5

 

55) In the Clio Awards for radio ads, ads using a sex appeal are normally the most likely to win.

  1. True
  2. False

 

Answer: b

Diff: 3

Type: TF

Page Reference: 136

Skill: Application

Objective: 5-5

 

56) To be successful, humour used in ads should be connected directly to the product’s benefits.

  1. True
  2. False

 

Answer: a

Diff: 3

Type: TF

Page Reference: 136

Skill: Application

Objective: 5-5

 

57) When humour in an ad is remembered, the product or brand is almost always easily recalled.

  1. True
  2. False

 

Answer: b

Diff: 3

Type: TF

Page Reference: 136

Skill: Application

Objective: 5-5

 

58) Humour is being used less frequently in other countries throughout the world.

  1. True
  2. False

 

Answer: b

Diff: 2

Type: TF

Page Reference: 137

Skill: Concept

Objective: 5-5

 

59) While some evidence exists that humour may be universal, other research indicates that particular executions of humour appeals may not be universal and that humour is often based in one’s culture.

  1. True
  2. False

 

Answer: a

Diff: 3

Type: TF

Page Reference: 137

Skill: Application

Objective: 5-5

 

60) Although using sex in advertising no longer sells the way it used to and no longer has the shock value it had in the past, advertising in the United States and other countries contain more visual sexual themes than ever before.

  1. True
  2. False

 

Answer: a

Diff: 3

Type: TF

Page Reference: 137

Skill: Application

Objective: 5-5

 

61) Women tend to respond more favourably to the use of overt sexuality in advertisements than they do to the use of sensuality.

  1. True
  2. False

 

Answer: b

Diff: 1

Type: TF

Page Reference: 138

Skill: Concept

Objective: 5-5

 

62) Truly subliminal sexual messages are highly effective advertising techniques.

  1. True
  2. False

 

Answer: b

Diff: 1

Type: TF

Page Reference: 138

Skill: Concept

Objective: 5-5

 

63) Sexually suggestive ads tend to work well with personal products such as perfume or cologne.

  1. True
  2. False

 

Answer: a

Diff: 1

Type: TF

Page Reference: 138

Skill: Concept

Objective: 5-5

 

64) Ads that use nudity or partial nudity are almost always designed to elicit some type of sexual response in the viewers.

  1. True
  2. False

 

Answer: b

Diff: 1

Type: TF

Page Reference: 138

Skill: Concept

Objective: 5-5

 

65) Nudity and partial nudity in advertisements are most effective when the product has some form of sexual connotation.

  1. True
  2. False

 

Answer: a

Diff: 1

Type: TF

Page Reference: 138

Skill: Concept

Objective: 5-5

 

66) A decorative model is a person who adorns a product as a sexual or attractive stimulus, but has nothing to actually do with the product.

  1. True
  2. False

 

Answer: a

Diff: 1

Type: TF

Page Reference: 139

Skill: Concept

Objective: 5-5

 

67) Using overt sexuality in ads for products that are sexually-oriented is normally accepted, but it often becomes controversial when used for other types of products.

  1. True
  2. False

 

Answer: a

Diff: 2

Type: TF

Page Reference: 140

Skill: Concept

Objective: 5-5

 

68) Sex appeals and nudity tend to increase attention to advertisements, but only for males.

  1. True
  2. False

 

Answer: b

Diff: 1

Type: TF

Page Reference: 140

Skill: Concept

Objective: 5-5

 

69) Although sexually-oriented ads attract attention, brand recall for ads using a sex appeal is lower than ads using some other type of appeal.

  1. True
  2. False

 

Answer: a

Diff: 3

Type: TF

Page Reference: 140

Skill: Application

Objective: 5-5

 

70) Controversial sexual ads are interesting to viewers, but sometimes fail to transmit key information that will be recalled.

  1. True
  2. False

 

Answer: a

Diff: 2

Type: TF

Page Reference: 141

Skill: Concept

Objective: 5-5

 

71) Advertisements using overt sexual stimuli or containing nudity produce higher levels of physiological arousal responses in males, but not for females.

  1. True
  2. False

 

Answer: b

Diff: 3

Type: TF

Page Reference: 141

Skill: Application

Objective: 5-5

 

 

72) The cognitive impression made on viewers of a sexually-oriented ad depends on whether the viewer feels the advertisement is pleasant or offensive.

  1. True
  2. False

 

Answer: a

Diff: 3

Type: TF

Page Reference: 141

Skill: Application

Objective: 5-5

 

73) In determining the level of sex appeal to use in an advertisement, it is important to consider society’s view and level of acceptance at the time the ad is to run.

  1. True
  2. False

 

Answer: a

Diff: 2

Type: TF

Page Reference: 141

Skill: Concept

Objective: 5-5

 

74) Just as economies go through cycles, attitudes towards sex in advertising experiences cyclical changes.

  1. True
  2. False

 

Answer: a

Diff: 2

Type: TF

Page Reference: 141

Skill: Concept

Objective: 5-5

 

75) Religion, cultures, and value systems determine the level of nudity, sexual references, and gender-specific issues that are permitted in sexually-oriented advertising in a country.

  1. True
  2. False

 

Answer: a

Diff: 2

Type: TF

Page Reference: 142

Skill: Concept

Objective: 5-5

76) In France, sexism directed toward children should be avoided.

  1. True
  2. False

 

Answer: a

Diff: 3

Type: TF

Page Reference: 142

Skill: Application

Objective: 5-5

 

77) In many Middle Eastern countries, sex and gender issues are taboo subjects.

  1. True
  2. False

 

Answer: a

Diff: 2

Type: TF

Page Reference: 144

Skill: Concept

Objective: 5-6

 

78) The use of sex to make products more appealing is a legitimate tactic for many companies.

  1. True
  2. False

 

Answer: a

Diff: 3

Type: TF

Page Reference: 142

Skill: Application

Objective: 5-5

 

79) In Saudi Arabia and Malaysia, women featured in advertisements must be shown in family settings and they cannot be depicted as being carefree or desirable to the opposite sex.

  1. True
  2. False

 

Answer: a

Diff: 3

Type: TF

Page Reference: 142

Skill: Application

Objective: 5-5

 

80) Target audience can exhibit several forms of selectivity, which can make effective communication difficult.

  1. True
  2. False

 

Answer: a

Diff: 2

Type: TF

Page Reference: 143

Skill: Concept

Objective: 5-6

 

81) Selective exposure occurs when an audience chooses not even to be exposed to a marketing communications message in the first place.

  1. True
  2. False

 

Answer: a

Diff: 2

Type: TF

Page Reference: 143

Skill: Concept

Objective: 5-6

 

82) Selective comprehension is one form of selectivity that an audience can exhibit towards a marketing communications message.

  1. True
  2. False

 

Answer: a

Diff: 2

Type: TF

Page Reference: 144

Skill: Concept

Objective: 5-6

 

83) Selective retention occurs when a consumer lacks the ability to activate the message at a later date when it can impact the purchase process.

  1. True
  2. False

 

Answer: a

Diff: 2

Type: TF

Page Reference: 144

Skill: Concept

Objective: 5-6

 

84) Selective viewing is one form of selectivity that an audience can exhibit towards a marketing communications message.

  1. True
  2. False

 

Answer: b

Diff: 2

Type: TF

Page Reference: 144

Skill: Concept

Objective: 5-6

 

85) 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.

  1. True
  2. False

 

Answer: b

Diff: 3

Type: TF

Page Reference: 132

Skill: Application

Objective: 5-5

 

86) Print media offer the best outlets for rational appeals.

  1. True
  2. False

 

Answer: a

Diff: 2

Type: TF

Page Reference: 132

Skill: Concept

Objective: 5-5

 

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

  1. True
  2. False

 

Answer: a

Diff: 2

Type: TF

Page Reference: 132

Skill: Concept

Objective: 5-5

 

88) 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.

  1. True
  2. False

 

Answer: a

Diff: 3

Type: TF

Page Reference: 132

Skill: Application

Objective: 5-5

 

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

  1. True
  2. False

 

Answer: a

Diff: 3

Type: TF

Page Reference: 134

Skill: Application

Objective: 5-5

 

90) Most marketing professionals view emotional advertising as the key to developing brand loyalty.

  1. True
  2. False

 

Answer: a

Diff: 3

Type: TF

Page Reference: 134

Skill: Application

Objective: 5-5

 

91) Price is a commonly used base for messages using rational appeal.

  1. True
  2. False

 

Answer: a

Diff: 2

Type: TF

Page Reference: 133

Skill: Concept

Objective: 5-5

 

92) Performance appeals are different from price appeals because they inherently involve some aspect of the overall value equation.

  1. True
  2. False

 

Answer: b

Diff: 2

Type: TF

Page Reference: 133

Skill: Concept

Objective: 5-5

 

93) Business-to-business ads often contain more copy than do ads for consumers.

  1. True
  2. False

 

Answer: a

Diff: 2

Type: TF

Page Reference: 133

Skill: Concept

Objective: 5-6

 

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

  1. True
  2. False

 

Answer: b

Diff: 2

Type: TF

Page Reference: 134

Skill: Concept

Objective: 5-5

 

95) The primary benefit of scarcity appeals is that they encourage consumers to take action.

  1. True
  2. False

 

 

Answer: a

Diff: 2

Type: TF

Page Reference: 134

Skill: Concept

Objective: 5-5

 

96) An emotional appeal is superior to other appeals in developing or changing attitudes and establishing brand beliefs.

  1. True
  2. False

 

Answer: b

Diff: 2

Type: TF

Page Reference: 133

Skill: Concept

Objective: 5-5

 

97) Rational appeals are effective when consumers have high levels of involvement and are willing to pay attention to the message.

  1. True
  2. False

 

Answer: a

Diff: 2

Type: TF

Page Reference: 133

Skill: Concept

Objective: 5-5

 

98) The creative brief directs the work of which individual in developing advertisements?

  1. media planner
  2. creative
  3. account executive
  4. traffic manager

 

Answer: b

Diff: 1

Type: MC

Page Reference: 123

Skill: Concept

Objective: 5-2

 

 

99) The first step in a purchase decision according to the hierarchy of effects model is:

  1. awareness.
  2. liking.
  3. preference.
  4. conviction.

 

Answer: a

Diff: 1

Type: MC

Page Reference: 125

Skill: Concept

Objective: 5-3

 

100) The second step in a purchase decision, which follows awareness in the hierarchy of effects model, is:

  1. recognition.
  2. liking.
  3. preference.
  4. knowledge.

 

Answer: d

Diff: 2

Type: MC

Page Reference: 125

Skill: Concept

Objective: 5-3

 

101) The third step in a purchase decision, which follows the knowledge stage in the hierarchy of effects model, is:

  1. awareness.
  2. liking.
  3. preference.
  4. conviction.

 

Answer: b

Diff: 2

Type: MC

Page Reference: 125

Skill: Concept

Objective: 5-3

 

102) The fifth step in a purchase decision, which follows both liking and preference in the hierarchy of effects model, is:

  1. the actual purchase.
  2. recognition.
  3. knowledge.
  4. conviction.

Answer: d

Diff: 2

Type: MC

Page Reference: 125

Skill: Concept

Objective: 5-3

 

103) The final step of the hierarchy of effects model is:

  1. the actual purchase.
  2. liking.
  3. preference.
  4. conviction.

 

Answer: a

Diff: 1

Type: MC

Page Reference: 125

Skill: Concept

Objective: 5-3

 

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

  1. awareness.
  2. liking.
  3. knowledge.
  4. conviction.

 

Answer: d

Diff: 2

Type: MC

Page Reference: 125

Skill: Concept

Objective: 5-3

 

105) According to the hierarchy of effects model, before Sandra will develop a preference for Dove soap, she must first:

  1. have a knowledge of Dove soap and also must like the Dove brand.
  2. have a conviction that the Dove brand is superior to other brands.
  3. have a knowledge of Dove soap and believe it is the best.
  4. be aware of the Dove brand and develop a conviction about the brand.

 

Answer: a

Diff: 2

Type: MC

Page Reference: 126

Skill: Concept

Objective: 5-3

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

  1. all six steps must be present.
  2. knowledge and preference is essential, the other steps are not.
  3. liking, preference, and conviction are essential, the other steps are not.
  4. awareness, knowledge, and conviction are essential, the other steps are not.

 

Answer: a

Diff: 2

Type: MC

Page Reference: 126

Skill: Concept

Objective: 5-3

 

107) The hierarchy of effects model:

  1. only works in the correct sequence of the model.
  2. is designed to build recall more than an actual purchase decision.
  3. clarifies the advertising approach to use by showing what to emphasize during each stage of the model.
  4. leads to impulse buying decisions if applied correctly.

 

Answer: c

Diff: 3

Type: MC

Page Reference: 126

Skill: Application

Objective: 5-3

 

108) The sequence which matches the typical steps in the hierarchy of effects model is:

  1. cognitive-affective-conative.
  2. affective-conative-cognitive.
  3. liking-decision-discovery.
  4. discovery-liking-decision.

 

Answer: a

Diff: 2

Type: MC

Page Reference: 125

Skill: Concept

Objective: 5-3

 

109) The cognitive component of attitude matches the hierarchy of effects model’s components of:

  1. awareness and knowledge.
  2. liking, preference, and conviction.
  3. conviction and action.
  4. the actual purchase.

 

Answer: a

Diff: 2

Type: MC

Page Reference: 126

Skill: Concept

Objective: 5-3

 

110) The affective component of attitude matches the hierarchy of effects model’s components of:

  1. awareness and knowledge.
  2. liking, preference, and conviction.
  3. conviction and action.
  4. the actual purchase.

 

Answer: b

Diff: 2

Type: MC

Page Reference: 126

Skill: Concept

Objective: 5-3

 

111) The conative component of attitude matches the hierarchy of effects model’s element of:

  1. knowledge.
  2. preference.
  3. conviction.
  4. the actual purchase.

 

Answer: d

Diff: 2

Type: MC

Page Reference: 126

Skill: Concept

Objective: 5-3

 

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

  1. awareness
  2. knowledge
  3. conviction
  4. the actual purchase

 

Answer: d

Diff: 3

Type: MC

Page Reference: 127

Skill: Application

Objective: 5-3

 

113) In an advertisement for Curves for Women, consumers are encouraged to “join now” by offering them the rest of the summer free. This statement in the ad corresponds to which component of an attitude?

  1. cognitive
  2. affective
  3. conative
  4. verbal

 

Answer: c

Diff: 3

Type: MC

Page Reference: 127

Skill: Application

Objective: 5-3

 

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

  1. leads the consumer to a desired end state.
  2. changes a consumer’s attitude.
  3. modifies a consumer’s beliefs.
  4. stimulates some type of behaviour.

 

Answer: a

Diff: 2

Type: MC

Page Reference: 127

Skill: Concept

Objective: 5-3

 

115) In a means-end chain, end states include:

  1. the components of attitude.
  2. personal values.
  3. the purchase of a product.
  4. either a change in beliefs or a change in attitude.

 

Answer: b

Diff: 2

Type: MC

Page Reference: 127

Skill: Concept

Objective: 5-3

 

116) A means-end chain is the basis for the:

  1. hierarchy of effects model.
  2. MECCAS model.
  3. visual and verbal cue consistency approach.
  4. components of attitudes.

 

Answer: b

Diff: 1

Type: MC

Page Reference: 127

Skill: Concept

Objective: 5-3

 

117) The theory that emphasizes leverage points and personal values is:

  1. hierarchy of effects.
  2. MECCAS.
  3. visual and verbal cues.
  4. conative and cognitive models.

 

Answer: b

Diff: 2

Type: MC

Page Reference: 128

Skill: Concept

Objective: 5-3

 

118) In the 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 healthier bones component of the means-end chain is the:

  1. product attribute.
  2. consumer benefit.
  3. leverage point.
  4. personal value.

 

Answer: b

Diff: 3

Type: MC

Page Reference: 128

Skill: Application

Objective: 5-3

 

 

119) In the 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?

  1. product attribute
  2. consumer benefit
  3. leverage point
  4. personal value

 

Answer: a

Diff: 3

Type: MC

Page Reference: 128

Skill: Application

Objective: 5-3

 

120) In the 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 display of wisdom and a comfortable life component of the means-end chain is the:

  1. product attribute.
  2. consumer benefit.
  3. leverage point.
  4. personal value.

 

Answer: d

Diff: 3

Type: MC

Page Reference: 127

Skill: Application

Objective: 5-3

 

121) What is the process that moves a consumer from understanding a product’s benefits to linking those benefits with personal values?

  1. awareness
  2. liking
  3. preference
  4. a leverage point

 

Answer: d

Diff: 1

Type: MC

Page Reference: 129

Skill: Concept

Objective: 5-3

 

 

122) A leverage point is the feature of the ad that moves the viewer from understanding the product’s benefits to linking those benefits with:

  1. a liking for the product.
  2. personal values.
  3. the visual element into both a mental picture and words.
  4. some type of action or change in attitude.

 

Answer: b

Diff: 2

Type: MC

Page Reference: 128

Skill: Concept

Objective: 5-3

 

123) To construct a quality leverage point, the creative needs to build a pathway that connects a:

  1. product attribute to the product benefit.
  2. product attribute to the potential buyer’s value system.
  3. product benefit to the potential buyer’s value system.
  4. personal value to the potential buyer’s value system.

 

Answer: c

Diff: 2

Type: MC

Page Reference: 129

Skill: Concept

Objective: 5-3

 

124) In an advertisement, which part is the plot or scenario that used to convey a message?

  1. leverage point
  2. product benefit
  3. execution
  4. personal value

 

Answer: c

Diff: 1

Type: MC

Page Reference: 129

Skill: Concept

Objective: 5-3

 

 

125) A theoretical approach that examines how likely a person is to spend time thinking deeply about any specific piece of marketing communications is:

  1. ELM.
  2. MECCA.
  3. UPS.
  4. AVIS.

 

Answer: a

Diff: 2

Type: MC

Page Reference: 129

Skill: Concept

Objective: 5-3

 

126) The different ways in which audiences think about and process marketing communications messages are known as:

  1. the routes to persuasion.
  2. hierarchy of effects.
  3. purchase decision making.
  4. leverage points.

 

Answer: a

Diff: 2

Type: MC

Page Reference: 130

Skill: Concept

Objective: 5-3

 

127) When an audience is able to think about a marketing communications message, and has the motivation to do so, their elaboration will be:

  1. low.
  2. non-existent.
  3. high.
  4. decreasing.

 

Answer: c

Diff: 2

Type: MC

Page Reference: 130

Skill: Concept

Objective: 5-3

 

 

128) If the audience has the motivation but not the ability to spend time thinking about a marketing communications message, the most effective route to persuasion is:

  1. low-involvement.
  2. peripheral.
  3. central.
  4. high-involvement.

 

Answer: b

Diff: 3

Type: MC

Page Reference: 130

Skill: Application

Objective: 5-3

 

129) If the audience has the motivation and the ability to spend time thinking about a marketing communications message, the most effective route to persuasion is:

  1. low-involvement.
  2. peripheral.
  3. central.
  4. high-involvement.

 

Answer: c

Diff: 3

Type: MC

Page Reference: 130

Skill: Application

Objective: 5-3

 

130) If the audience does not have the motivation to think about a marketing communications message, the most effective route to persuasion is:

  1. low-involvement.
  2. peripheral.
  3. central.
  4. high-involvement.

 

Answer: a

Diff: 3

Type: MC

Page Reference: 130

Skill: Application

Objective: 5-3

 

 

131) An example of a product that usually faces low-involvement processing by consumer audiences is a(n):

  1. television.
  2. cola.
  3. computer.
  4. motorcycle.

 

Answer: b

Diff: 3

Type: MC

Page Reference: 130

Skill: Application

Objective: 5-3

 

132) An audience will respond more to cues such as the use of a celebrity endorser when the audience:

  1. has the motivation but not the ability to spend time thinking about a message.
  2. does not have the motivation to think about a message.
  3. has the motivation and the ability to spend time thinking about a message.
  4. has more ability than motivation to spend time thinking about a message.

 

Answer: a

Diff: 3

Type: MC

Page Reference: 130

Skill: Application

Objective: 5-3

 

133) The three routes to persuasion used in ELM:

  1. have equal effects on an audience.
  2. do not have equal effects on an audience.
  3. are very useful in determining an audience’s motivation.
  4. are very useful in determining an audience’s ability to think about a message.

 

Answer: b

Diff: 3

Type: MC

Page Reference: 131

Skill: Application

Objective: 5-3

 

134) If the audience for a running shoe company is known to follow a peripheral route to persuasion, one cue that might be effective is the use of:

  1. specific product information.
  2. arguments.
  3. a high-profile athlete endorser.
  4. humour.

Answer: c

Diff: 3

Type: MC

Page Reference: 130

Skill: Application

Objective: 5-3

 

135) When an audience is able to think about a message, and has motivation to do so, the use of:

  1. fear is appropriate.
  2. humour is appropriate.
  3. a high-profile athlete endorser is appropriate.
  4. arguments is appropriate.

 

Answer: d

Diff: 3

Type: MC

Page Reference: 130

Skill: Application

Objective: 5-3

 

136) The various routes to persuasion provide useful ideas for the:

  1. message implementation component of the IMC plan.
  2. message execution component of the IMC plan.
  3. message design component of the IMC plan.
  4. message review component of the IMC plan.

 

Answer: c

Diff: 3

Type: MC

Page Reference: 131

Skill: Application

Objective: 5-3

 

137) ELM uses:

  1. selective exposure.
  2. routes to persuasion.
  3. the fear appeal.
  4. leverage points.

 

Answer: b

Diff: 2

Type: MC

Page Reference: 130

Skill: Concept

Objective: 5-3

 

138) The following are types of appeals that can be used in designing ads, except:

  1. fantasy.
  2. fear.
  3. humour.
  4. sex.

 

Answer: a

Diff: 1

Type: MC

Page Reference: 132

Skill: Concept

Objective: 5-5

 

139) The following are types of appeals that can be used in designing ads, except:

  1. scarcity.
  2. cognitive.
  3. performance.
  4. price.

 

Answer: b

Diff: 1

Type: MC

Page Reference: 132

Skill: Concept

Objective: 5-5

 

140) Although almost any type of appeal can be used to create an advertisement, it is the key responsibility of the marketer to make sure, to whatever degree possible, that the appeal is the right choice for the:

  1. advertising agency and creative that will be working on the ad.
  2. product, media planner, and media buyer.
  3. brand and the target audience.
  4. account executive and creative

 

Answer: c

Diff: 3

Type: MC

Page Reference: 131

Skill: Application

Objective: 5-5

 

 

141) In a fear appeal, showing the potential for a devastating injury when seat belts are not used is an example of:

  1. cognition.
  2. severity.
  3. vulnerability.
  4. self-efficacy.

 

Answer: b

Diff: 2

Type: MC

Page Reference: 134

Skill: Concept

Objective: 5-4

 

142) In a business-to-business advertisement for Service Metrics, where the man is blindfolded and about ready to step into a manhole, the manhole illustrates which component of the behavioural response model?

  1. severity
  2. vulnerability
  3. response cost
  4. negative consequence

 

Answer: b

Diff: 3

Type: MC

Page Reference: 135

Skill: Application

Objective: 5-5

 

143) In terms of a fear approach, one reason teenagers who smoke do not quit is because they are afraid they will lose their friends. The social aspect of their lives is more important than the health aspects. In their minds, losing their friends is which component of the behavioural response model?

  1. intrinsic reward
  2. severity
  3. vulnerability
  4. response cost

 

Answer: d

Diff: 3

Type: MC

Page Reference: 135

Skill: Application

Objective: 5-5

 

 

144) The appeal that often wins awards and tends to be favourites among judges is:

  1. fear.
  2. humour.
  3. sex.
  4. emotions.

 

Answer: b

Diff: 3

Type: MC

Page Reference: 136

Skill: Application

Objective: 5-5

 

145) Which level of fear is most likely to succeed in an advertisement?

  1. a low, non-threatening level
  2. a moderate level
  3. high levels
  4. it’s not the level of fear that matters, it’s the type

 

Answer: b

Diff: 1

Type: MC

Page Reference: 135

Skill: Concept

Objective: 5-5

 

146) The appeal that has proven to be one of the best for cutting through clutter is:

  1. fear.
  2. humour.
  3. emotions.
  4. music.

 

Answer: b

Diff: 2

Type: MC

Page Reference: 136

Skill: Concept

Objective: 5-5

 

147) At the Clio Awards ceremony for radio ads, the appeal that wins the most awards tends to be:

  1. fear.
  2. sex.
  3. humour.
  4. emotions.

 

Answer: c

Diff: 3

Type: MC

Page Reference: 136

Skill: Application

Objective: 5-5

 

148) Humour overcomes clutter by:

  1. making the person laugh.
  2. frequently repeating the company’s name.
  3. capturing attention.
  4. making other products less memorable.

 

Answer: c

Diff: 2

Type: MC

Page Reference: 136

Skill: Concept

Objective: 5-5

 

149) The goal of a humourous ad is to have consumers:

  1. pause, remember, and act.
  2. watch, laugh, and remember.
  3. concentrate on the funny part.
  4. ignore the musical element.

 

Answer: b

Diff: 1

Type: MC

Page Reference: 136

Skill: Concept

Objective: 5-5

 

150) To be successful, the humour in a humour appeal should be:

  1. directed at the target audience of the ad.
  2. of a low level since humour that is too heavy tends to interfere with message recall.
  3. directed to the audience’s value system.
  4. connected directly to the product’s benefits.

 

Answer: d

Diff: 3

Type: MC

Page Reference: 136

Skill: Application

Objective: 5-5

 

151) Research indicates that humour will:

  1. get a person’s attention, but adversely affect recall of the product’s benefits.
  2. get a person’s attention, but interfere with brand recall.
  3. cut through clutter if the humour is tied closely to the product’s attributes.
  4. elevate a person’s mood, which will then be transferred to the product being advertised.

 

Answer: d

Diff: 2

Type: MC

Page Reference: 136

Skill: Concept

Objective: 5-5

 

152) In terms of the use of humour internationally, humour is:

  1. used less frequently in other countries.
  2. often based in one’s culture.
  3. normally transferable to other cultures.
  4. equally effective in all cultures.

 

Answer: b

Diff: 3

Type: MC

Page Reference: 137

Skill: Application

Objective: 5-6

 

153) In terms of using a sex appeal, many advertisers are shifting to:

  1. subliminal advertising techniques.
  2. nudity and partial nudity.
  3. subtle sexual cues, suggestions, and innuendos.
  4. overt sexual themes.

 

Answer: c

Diff: 3

Type: MC

Page Reference: 137

Skill: Concept

Objective: 5-5

 

154) Sexuality has been employed in advertising in each of the following ways, except:

  1. subliminal techniques.
  2. nudity or partial nudity.
  3. overt sexuality.
  4. pornographic.

 

 

Answer: d

Diff: 1

Type: MC

Page Reference: 138

Skill: Concept

Objective: 5-5

 

155) Attempting to place a sexual cue in an ad to affect a viewer’s subconscious mind is:

  1. seductive advertising.
  2. subliminal advertising.
  3. partial instead of full nudity.
  4. sexual suggestiveness.

 

Answer: b

Diff: 1

Type: MC

Page Reference: 138

Skill: Concept

Objective: 5-5

 

156) Subliminal sexual messages are:

  1. often ignored by viewers.
  2. highly effective with teenage viewers.
  3. increasingly used instead of humour.
  4. used to advertise children’s products.

 

Answer: a

Diff: 1

Type: MC

Page Reference: 138

Skill: Concept

Objective: 5-5

 

157) Television and print advertisements by Benetton of models wearing only underwear are using which sexual appeal?

  1. subliminal technique
  2. nudity or partial nudity
  3. overt sexuality
  4. sexual suggestiveness

 

Answer: b

Diff: 3

Type: MC

Page Reference: 138

Skill: Application

Objective: 5-4

 

158) Using sensuality as a type of sex appeal in advertising:

  1. requires both visual and verbal cues.
  2. requires viewer imagination.
  3. is based on subliminal cues.
  4. works only with female viewers since they are more romantic then men.

 

Answer: b

Diff: 2

Type: MC

Page Reference: 138

Skill: Concept

Objective: 5-5

 

159) Clothing, perfume, and cologne have sexual connotations, so they are more likely to be advertised using:

  1. rational appeals.
  2. subliminal approaches.
  3. sexual suggestiveness.
  4. scarcity appeals.

 

Answer: c

Diff: 1

Type: MC

Page Reference: 138

Skill: Concept

Objective: 5-5

 

160) Clairol’s “yes, yes, yes!” campaign is an example of which type of sex appeal?

  1. overt sexuality
  2. subliminal sexuality
  3. sexual suggestiveness
  4. sensuality

 

Answer: c

Diff: 3

Type: MC

Page Reference: 138

Skill: Application

Objective: 5-5

 

161) Although sexually-oriented advertisements attract attention, which is lower for ads using a sex appeal than for ads using some other type of appeal?

  1. the interest level
  2. the level of physiological response
  3. brand recall
  4. the level of sexual arousal

Answer: c

Diff: 2

Type: MC

Page Reference: 140

Skill: Concept

Objective: 5-5

 

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

  1. sexually-oriented ads increase the level of brand recall.
  2. sexually-oriented ads attract attention.
  3. sexually-oriented ads are rated as more interesting.
  4. sexually-oriented ads produce higher levels of physiological arousal responses.

 

Answer: a

Diff: 3

Type: MC

Page Reference: 140

Skill: Application

Objective: 5-5

 

163) Placing a female wearing a bikini in advertisement for power tools is an example of:

  1. a subliminal sexual cue.
  2. a decorative model.
  3. overt sexuality.
  4. sexual suggestiveness.

 

Answer: b

Diff: 1

Type: MC

Page Reference: 139

Skill: Concept

Objective: 5-5

 

164) Decorative models are people who:

  1. are key product spokespersons.
  2. are nude models in television ads.
  3. adorn a product as a sexual stimulus.
  4. design attractive products.

 

Answer: c

Diff: 1

Type: MC

Page Reference: 139

Skill: Concept

Objective: 5-5

 

165) A nude male on a calendar for household furniture is a(n):

  1. source or spokesperson.
  2. decorative model.
  3. example of subliminal advertising.
  4. example of overt sexuality.

 

Answer: b

Diff: 2

Type: MC

Page Reference: 139

Skill: Concept

Objective: 5-5

 

166) Each of the following statements about the use of decorative models is true, except:

  1. the presence of a decorative model improves ad recognition, but not brand recognition.
  2. attractive models produce higher levels of attention than do less attractive models.
  3. the presence of an attractive model produces higher purchase intentions for any type of product.
  4. the presence of a decorative model influences the affective component of attitude.

 

Answer: c

Diff: 3

Type: MC

Page Reference: 139

Skill: Application

Objective: 5-5

 

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

  1. were also rated as most interesting.
  2. had the lowest level of brand recall.
  3. were the best at relaying product information.
  4. produced the best results.

 

Answer: a

Diff: 3

Type: MC

Page Reference: 141

Skill: Application

Objective: 5-5

 

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

  1. nudity and overt sexuality.
  2. nudity and sexual suggestiveness.
  3. sensuality and sexual suggestiveness.
  4. nudity and partial nudity.

Answer: a

Diff: 3

Type: MC

Page Reference: 140

Skill: Application

Objective: 5-5

 

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

  1. the level of nudity in the ad.
  2. the level of sensuality in the ad.
  3. the type of product being advertised.
  4. whether the viewer feels the advertisement is pleasant or offensive.

 

Answer: d

Diff: 3

Type: MC

Page Reference: 141

Skill: Application

Objective: 5-5

 

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

  1. the amount of sexually-oriented advertising that is being used by competitors.
  2. how decorative models are being used.
  3. society’s view and level of acceptance at the time the ad is to run.
  4. the target audiences view of sexuality.

 

Answer: c

Diff: 3

Type: MC

Page Reference: 141

Skill: Application

Objective: 5-5

 

171) 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:

  1. religions.
  2. culture.
  3. value systems.
  4. personal preferences.

 

Answer: d

Diff: 2

Type: MC

Page Reference: 144

Skill: Concept

Objective: 5-6

 

172) “Regular person” models in advertisements are being used by companies like Walmart in response to:

  1. the decrease in the use of fear advertising tactics.
  2. the ineffectiveness of rational advertising tactics.
  3. the criticism of sexually-oriented advertising perpetuating a dissatisfaction with one’s body.
  4. the need to reach female audiences, who do most of the buying in the household.

 

Answer: c

Diff: 3

Type: MC

Page Reference: 142

Skill: Application

Objective: 5-5

 

173) When an audience chooses not even to be exposed to a marketing communications message, the audience is exhibiting selectivity through:

  1. selective exposure.
  2. selective attention.
  3. selective comprehension.
  4. selective retention.

 

Answer: a

Diff: 2

Type: MC

Page Reference: 144

Skill: Concept

Objective: 5-3

 

174) When an audience is not actively perceiving the marketing communications message, the audience is exhibiting selectivity through:

  1. selective exposure.
  2. selective attention.
  3. selective comprehension.
  4. selective retention.

 

Answer: b

Diff: 2

Type: MC

Page Reference: 144

Skill: Concept

Objective: 5-3

 

175) When an audience interprets the marketing communications message according to their own biases or beliefs, the audience is exhibiting selectivity through:

  1. selective exposure.
  2. selective attention.
  3. selective comprehension.
  4. selective retention.

 

Answer: c

Diff: 2

Type: MC

Page Reference: 144

Skill: Concept

Objective: 5-3

 

176) When an audience lacks the ability to activate the marketing communications message at a later date when it can impact the purchase process, the audience is exhibiting selectivity through:

  1. selective exposure.
  2. selective attention.
  3. selective comprehension.
  4. selective retention.

 

Answer: d

Diff: 2

Type: MC

Page Reference: 144

Skill: Concept

Objective: 5-3

 

177) Even if the audience is exposed to the marketing communications message, gives attention, and correctly interprets the message, they still may exhibit:

  1. selective exposure.
  2. selective attention.
  3. selective comprehension.
  4. selective retention.

 

Answer: d

Diff: 3

Type: MC

Page Reference: 144

Skill: Application

Objective: 5-3

 

 

178) A woman portraying a doctor may simply lack credibility for some male audience members due to the audience’s:

  1. selective exposure.
  2. selective attention.
  3. selective comprehension.
  4. selective retention.

 

Answer: c

Diff: 3

Type: MC

Page Reference: 144

Skill: Application

Objective: 5-3

 

179) Which type of appeal follows the hierarchy of effects model?

  1. sexual
  2. emotional
  3. rational
  4. fear

 

Answer: c

Diff: 1

Type: MC

Page Reference: 132

Skill: Concept

Objective: 5-5

 

180) Rational appeals:

  1. match the traditional steps of the hierarchy of effects model.
  2. often include some other type of appeal to gain attention.
  3. are focused on brand image rather than product benefits.
  4. are used more in consumer advertising than in business-to-business advertising.

 

Answer: a

Diff: 1

Type: MC

Page Reference: 132

Skill: Concept

Objective: 5-5

 

181) Which is the best outlet for a rational appeal?

  1. broadcast media
  2. Internet and magazines
  3. print media
  4. non-traditional media

 

Answer: c

Diff: 2

Type: MC

Page Reference: 132

Skill: Concept

Objective: 5-5

 

182) Rational appeals:

  1. are best for low-involvement products.
  2. are best for hedonic-type purchases.
  3. are most effective when viewers are highly involved and willing to pay attention.
  4. are often used for consumer products.

 

Answer: c

Diff: 2

Type: MC

Page Reference: 132

Skill: Concept

Objective: 5-5

 

183) Rational appeals work best when:

  1. there is low involvement and the product is simple.
  2. there is high involvement, but no emotion.
  3. there is high involvement and the viewer is willing to pay attention to the ad.
  4. they are related more to the product than the amount of involvement.

 

Answer: c

Diff: 2

Type: MC

Page Reference: 127

Skill: Concept

Objective: 5-3

 

184) 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 Bryon’s attitude and in establishing specific brand beliefs?

  1. sex appeal
  2. emotional appeal
  3. humour appeal
  4. rational appeal

 

Answer: d

Diff: 3

Type: MC

Page Reference: 127

Skill: Application

Objective: 5-3

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

  1. humour and sex appeals are being overused and therefore not as effective as in the past.
  2. consumers ignore most advertisements.
  3. rational appeals go unnoticed unless the consumer is in the market for the particular product at the time it is advertised.
  4. emotional advertising can capture a person’s attention and foster an attachment between the consumer and the brand.

 

Answer: a

Diff: 3

Type: MC

Page Reference: 134

Skill: Application

Objective: 5-5

 

186) Emotional appeals are popular because:

  1. they are better at getting a viewer’s attention than humour or sexuality.
  2. rational appeals are often ignored.
  3. they emphasize product features.
  4. they often contain subliminal messages.

 

Answer: b

Diff: 2

Type: MC

Page Reference: 134

Skill: Concept

Objective: 5-5

 

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

  1. rational
  2. humourous
  3. emotional
  4. sex-oriented

 

Answer: c

Diff: 3

Type: MC

Page Reference: 134

Skill: Application

Objective: 5-5

 

188) Which type of appeal reaches the more creative right side of the brain?

  1. rational
  2. sex
  3. humour
  4. emotional

Answer: d

Diff: 3

Type: MC

Page Reference: 134

Skill: Application

Objective: 5-5

 

189) According to the FCB grid, an example of a product driven by rational thinking with high-involvement processing is:

  1. an appliance.
  2. frozen food.
  3. clothing.
  4. chewing gum.

 

Answer: a

Diff: 3

Type: MC

Page Reference: 127

Skill: Application

Objective: 5-3

 

190) According to the FCB grid, an example of a product driven by emotion with high-involvement processing is:

  1. an appliance.
  2. frozen food.
  3. clothing.
  4. chewing gum.

 

Answer: c

Diff: 3

Type: MC

Page Reference: 127

Skill: Application

Objective: 5-3

 

191) A depiction of a firm’s vulnerability by showing the high probability that a company’s server is going to crash is an advertisement using a(n):

  1. rational appeal.
  2. price appeal.
  3. scarcity appeal.
  4. fear appeal.

 

Answer: d

Diff: 3

Type: MC

Page Reference: 135

Skill: Application

Objective: 5-5

 

192) According to the FCB grid, an example of a product driven by emotion with low-involvement processing is:

  1. an appliance.
  2. frozen food.
  3. clothing.
  4. chewing gum.

 

Answer: d

Diff: 3

Type: MC

Page Reference: 127

Skill: Application

Objective: 5-4

 

193) According to the FCB grid, an example of a product driven by rational thinking with low-involvement processing is:

  1. an appliance.
  2. frozen food.
  3. clothing.
  4. chewing gum.

 

Answer: b

Diff: 3

Type: MC

Page Reference: 127

Skill: Application

Objective: 5-3

 

194) According to the FCB grid, a product driven by rational thinking with low-involvement processing follows this process:

  1. cognitiveàaffectiveàconative.
  2. affectiveàcognitiveàconative.
  3. conativeàcognitiveàaffective.
  4. conativeàaffectiveàcognitive.

 

Answer: c

Diff: 2

Type: MC

Page Reference: 127

Skill: Concept

Objective: 5-3

 

 

195) Scarcity appeals:

  1. only work in children’s advertising because adults are aware of the ploy.
  2. do not work for children because they cannot process the information.
  3. urge consumers to buy a product because of some kind of limitation.
  4. urge consumers to save money to buy the product later.

 

Answer: c

Diff: 1

Type: MC

Page Reference: 134

Skill: Concept

Objective: 5-5

 

196) According to the FCB grid, a product driven by emotion with low-involvement processing follows this process:

  1. cognitiveàaffectiveàconative.
  2. affectiveàcognitiveàconative.
  3. conativeàcognitiveàaffective.
  4. conativeàaffectiveàcognitive.

 

Answer: d

Diff: 2

Type: MC

Page Reference: 127

Skill: Concept

Objective: 5-3

 

197) The primary benefit of using a scarcity appeal is that it:

  1. increases brand awareness.
  2. encourages consumer action.
  3. is an excellent method of conveying product information.
  4. is an excellent method of gaining attention.

 

Answer: b

Diff: 2

Type: MC

Page Reference: 134

Skill: Concept

Objective: 5-5

 

198) According to the FCB grid, a product driven by rational thinking with high-involvement processing follows this process:

  1. cognitiveàaffectiveàconative.
  2. affectiveàcognitiveàconative.
  3. conativeàcognitiveàaffective.
  4. conativeàaffectiveàcognitive.

 

Answer: a

Diff: 2

Type: MC

Page Reference: 127

Skill: Concept

Objective: 5-3

 

199) According to the FCB grid, a product driven by emotion with high-involvement processing follows this process:

  1. cognitiveàaffectiveàconative.
  2. affectiveàcognitiveàconative.
  3. conativeàcognitiveàaffective.
  4. conativeàaffectiveàcognitive.

 

Answer: b

Diff: 2

Type: MC

Page Reference: 127

Skill: Concept

Objective: 5-3

 

200) All of the following are rational appeals employed by marketers in marketing communications, except:

  1. price.
  2. performance.
  3. scarcity.
  4. fear.

 

Answer: d

Diff: 2

Type: MC

Page Reference: 132

Skill: Concept

Objective: 5-5

 

201) Performance appeals employed by marketers in marketing communications are similar to:

  1. fear appeals.
  2. scarcity appeals.
  3. price appeals.
  4. humour appeals.

 

Answer: c

Diff: 2

Type: MC

Page Reference: 133

Skill: Concept

Objective: 5-5

 

202) When crossing cultural boundaries, one of the most controversial and delicate forms of appeals is:

  1. the scarcity appeal.
  2. the humour appeal.
  3. the fear appeal.
  4. the sex appeal.

 

Answer: d

Diff: 3

Type: MC

Page Reference: 144

Skill: Application

Objective: 5-6

 

203) All of the following areas are tolerant of sex in marketing communications, except:

  1. Quebec.
  2. Europe.
  3. Chile.
  4. Middle Eastern countries.

 

Answer: d

Diff: 3

Type: MC

Page Reference: 144

Skill: Application

Objective: 5-6

 

 

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