Integrated Advertising Promotion And Marketing Communications 1st Canadian Edition By Clow - Test Bank Instant Download - Complete Test Bank With Answers Sample Questions Are Posted Below 1) Brent Mykyte, a creative lead, believed that there are two sets of necessary skills to be truly effective in creative development. True False …
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Integrated Advertising Promotion And Marketing Communications 1st Canadian Edition By Clow – Test Bank
Instant Download – Complete Test Bank With Answers
Sample Questions Are Posted Below
1) Brent Mykyte, a creative lead, believed that there are two sets of necessary skills to be truly effective in creative development.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
Answer: a
Diff: 3
Type: TF
Page Reference: 129
Skill: Application
Objective: 5-3
32) ELM stands for elaboration likelihood model.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
Answer: a
Diff: 2
Type: TF
Page Reference: 134
Skill: Concept
Objective: 5-5
47) Severity and vulnerability are key elements in rational advertisements.
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.
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.
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.
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.
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.
Answer: b
Diff: 3
Type: TF
Page Reference: 135
Skill: Application
Objective: 5-5
53) Humour is a rarely-used form of advertising appeal.
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.
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.
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.
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.
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.
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.
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.
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.
Answer: b
Diff: 1
Type: TF
Page Reference: 138
Skill: Concept
Objective: 5-5
62) Truly subliminal sexual messages are highly effective advertising techniques.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
Answer: a
Diff: 2
Type: TF
Page Reference: 142
Skill: Concept
Objective: 5-5
76) In France, sexism directed toward children should be avoided.
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.
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.
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.
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.
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.
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.
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.
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.
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.
Answer: b
Diff: 3
Type: TF
Page Reference: 132
Skill: Application
Objective: 5-5
86) Print media offer the best outlets for rational appeals.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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?
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:
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:
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:
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:
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:
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:
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:
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:
Answer: a
Diff: 2
Type: MC
Page Reference: 126
Skill: Concept
Objective: 5-3
107) The hierarchy of effects model:
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:
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:
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:
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:
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?
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?
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:
Answer: a
Diff: 2
Type: MC
Page Reference: 127
Skill: Concept
Objective: 5-3
115) In a means-end chain, end states include:
Answer: b
Diff: 2
Type: MC
Page Reference: 127
Skill: Concept
Objective: 5-3
116) A means-end chain is the basis for the:
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:
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:
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?
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:
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?
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:
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:
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?
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:
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:
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:
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:
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:
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:
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):
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:
Answer: a
Diff: 3
Type: MC
Page Reference: 130
Skill: Application
Objective: 5-3
133) The three routes to persuasion used in ELM:
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:
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:
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:
Answer: c
Diff: 3
Type: MC
Page Reference: 131
Skill: Application
Objective: 5-3
137) ELM uses:
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:
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:
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:
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:
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?
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?
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:
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?
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:
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:
Answer: c
Diff: 3
Type: MC
Page Reference: 136
Skill: Application
Objective: 5-5
148) Humour overcomes clutter by:
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:
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:
Answer: d
Diff: 3
Type: MC
Page Reference: 136
Skill: Application
Objective: 5-5
151) Research indicates that humour will:
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:
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:
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:
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:
Answer: b
Diff: 1
Type: MC
Page Reference: 138
Skill: Concept
Objective: 5-5
156) Subliminal sexual messages are:
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?
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:
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:
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?
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?
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:
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:
Answer: b
Diff: 1
Type: MC
Page Reference: 139
Skill: Concept
Objective: 5-5
164) Decorative models are people who:
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):
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:
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:
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:
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:
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:
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:
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:
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:
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:
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:
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:
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:
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:
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?
Answer: c
Diff: 1
Type: MC
Page Reference: 132
Skill: Concept
Objective: 5-5
180) Rational appeals:
Answer: a
Diff: 1
Type: MC
Page Reference: 132
Skill: Concept
Objective: 5-5
181) Which is the best outlet for a rational appeal?
Answer: c
Diff: 2
Type: MC
Page Reference: 132
Skill: Concept
Objective: 5-5
182) Rational appeals:
Answer: c
Diff: 2
Type: MC
Page Reference: 132
Skill: Concept
Objective: 5-5
183) Rational appeals work best when:
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?
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:
Answer: a
Diff: 3
Type: MC
Page Reference: 134
Skill: Application
Objective: 5-5
186) Emotional appeals are popular because:
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?
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?
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:
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:
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):
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:
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:
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:
Answer: c
Diff: 2
Type: MC
Page Reference: 127
Skill: Concept
Objective: 5-3
195) Scarcity appeals:
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:
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:
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:
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:
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:
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:
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:
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:
Answer: d
Diff: 3
Type: MC
Page Reference: 144
Skill: Application
Objective: 5-6
Original price was: $30.00.$20.00Current price is: $20.00.
Original price was: $30.00.$20.00Current price is: $20.00.
Original price was: $30.00.$20.00Current price is: $20.00.
Original price was: $30.00.$20.00Current price is: $20.00.
Original price was: $30.00.$20.00Current price is: $20.00.
Original price was: $30.00.$20.00Current price is: $20.00.
