Marketing Integrated Advertising

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Integrated Advertising, Promotion, and Marketing Communications, 8e, Global Edition

(Clow/Baack)

Chapter 5 Advertising Management

1) The process of preparing and integrating a company’s advertising efforts with the overall IMC

message is the:

A) message theme.

B) advertising management program.

C) executional framework.

D) communication analysis.

Answer: B

Difficulty: Easy

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 5.1 Why is an understanding of advertising theories important in the advertising

management process?

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

A) awareness.

B) liking.

C) preference.

D) conviction.

Answer: A

Difficulty: Easy

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 5.1 Why is an understanding of advertising theories important in the advertising

management process?

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

A) Recognition

B) Liking

C) Preference

D) Knowledge

Answer: D

Difficulty: Moderate

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 5.1 Why is an understanding of advertising theories important in the advertising

management process?

2

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

A) The purchase

B) Liking

C) Preference

D) Conviction

Answer: B

Difficulty: Moderate

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 5.1 Why is an understanding of advertising theories important in the advertising

management process?

5) In the hierarchy of effects model, after preference comes:

A) the actual purchase.

B) recognition.

C) knowledge.

D) conviction.

Answer: D

Difficulty: Moderate

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 5.1 Why is an understanding of advertising theories important in the advertising

management process?

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

A) the actual purchase.

B) liking.

C) preference.

D) conviction.

Answer: A

Difficulty: Easy

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 5.1 Why is an understanding of advertising theories important in the advertising

management process?

3

7) In the hierarchy of effects model, preference for a particular product only occurs after each of

the following occurs except:

A) awareness.

B) liking.

C) knowledge.

D) conviction.

Answer: D

Difficulty: Moderate

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 5.1 Why is an understanding of advertising theories important in the advertising

management process?

8) In the hierarchy of effects model, before Sandra will develop a preference for K-Swiss shoes,

she must first:

A) know about K-Swiss shoes and like the K-Swiss brand.

B) have conviction that the K-Swiss brand is superior to other brands.

C) know about K-Swiss shoes and believe they are the best.

D) become aware of the K-Swiss brand and develop a conviction about the brand.

Answer: A

Difficulty: Moderate

Skill: Application

AACSB: Application of knowledge

LO: 5.1 Why is an understanding of advertising theories important in the advertising

management process?

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

A) all six steps must be present.

B) knowledge and preference is essential, the other steps are not.

C) liking, preference, and conviction are essential, the other steps are not.

D) awareness, knowledge, and conviction are essential, the other steps are not.

Answer: A

Difficulty: Moderate

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 5.1 Why is an understanding of advertising theories important in the advertising

management process?

4

10) The hierarchy of effects model:

A) only works in the correct sequence of the model.

B) is designed to build recall more than an actual purchase decision.

C) clarifies the advertising approach to use by showing what to emphasize during each stage of

the model.

D) leads to impulse buying decisions if applied correctly.

Answer: C

Difficulty: Difficult

Skill: Critical Thinking

AACSB: Reflective thinking

LO: 5.1 Why is an understanding of advertising theories important in the advertising

management process?

11) The attitude formation sequence which matches the typical steps in the hierarchy of effects

model is:

A) cognitive-affective-conative.

B) affective-conative-cognitive.

C) liking-decision-discovery.

D) discovery-liking-decision.

Answer: A

Difficulty: Moderate

Skill: Critical Thinking

AACSB: Reflective thinking

LO: 5.1 Why is an understanding of advertising theories important in the advertising

management process?

12) In an advertisement for Curves for Women, consumers are encouraged to “join now” by

offering them the remainder of the summer free. This portion of the ad corresponds to which step

in the hierarchy of effects model?

A) Awareness

B) Knowledge

C) Conviction

D) The actual purchase

Answer: D

Difficulty: Difficult

Skill: Critical Thinking

AACSB: Reflective thinking

LO: 5.1 Why is an understanding of advertising theories important in the advertising

management process?

5

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

A) awareness and knowledge.

B) liking, preference, and conviction.

C) conviction and action.

D) the actual purchase.

Answer: A

Difficulty: Moderate

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 5.1 Why is an understanding of advertising theories important in the advertising

management process?

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

means that:

A) leads the consumer to a desired end state.

B) changes a consumer’s attitude.

C) modifies a consumer’s beliefs.

D) stimulates some type of behavior.

Answer: A

Difficulty: Moderate

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 5.1 Why is an understanding of advertising theories important in the advertising

management process?

15) The affective component of attitude matches which components of the hierarchy of effects

model?

A) Awareness and knowledge

B) Liking, preference, and conviction

C) Conviction and action

D) The actual purchase

Answer: B

Difficulty: Moderate

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 5.1 Why is an understanding of advertising theories important in the advertising

management process?

6

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

A) the components of attitude.

B) personal values.

C) the purchase of a product.

D) either a change in beliefs or a change in attitude.

Answer: B

Difficulty: Moderate

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 5.1 Why is an understanding of advertising theories important in the advertising

management process?

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

A) knowledge.

B) preference.

C) conviction.

D) the actual purchase.

Answer: D

Difficulty: Moderate

Skill: Definition (Concept)

LO: 5.1 Why is an understanding of advertising theories important in the advertising

management process?

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

A) hierarchy of effects model.

B) MECCAS model.

C) visual and verbal cue consistency approach.

D) components of attitudes.

Answer: B

Difficulty: Easy

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 5.1 Why is an understanding of advertising theories important in the advertising

management process?

7

19) In a means-end chain for milk, the calcium content of milk leads to healthier bones, which

leads to a display of wisdom and a comfortable life free of osteoporosis. The fact that milk has

calcium represents which component of the means-end chain?

A) Product attribute

B) Consumer benefit

C) Leverage point

D) Personal value

Answer: A

Difficulty: Difficult

Skill: Application

AACSB: Reflective thinking

LO: 5.1 Why is an understanding of advertising theories important in the advertising

management process?

20) In a means-end chain for milk, the calcium content of milk leads to healthier bones, which

leads to a display of wisdom and a comfortable life free of osteoporosis. The display of wisdom

and a comfortable life component of the means-end chain is the:

A) product attribute.

B) consumer benefit.

C) attitude formation.

D) personal value.

Answer: D

Difficulty: Difficult

Skill: Application

AACSB: Reflective thinking

LO: 5.1 Why is an understanding of advertising theories important in the advertising

management process?

21) Visual elements of an advertisement are stored in the brain as:

A) forms of verbal cues.

B) images or pictures.

C) abstractions.

D) both pictures and words.

Answer: D

Difficulty: Moderate

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 5.1 Why is an understanding of advertising theories important in the advertising

management process?

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22) Which statement below about the visual element in an advertisement is false?

A) Visual elements are stored only in the left side of the brain.

B) Visual elements tend to be more easily remembered than verbal copy.

C) Visual elements are stored in the brain as both pictures and words.

D) Visual images often lead to more favorable attitudes toward both the advertisement and the

brand.

Answer: A

Difficulty: Difficult

Skill: Critical Thinking

AACSB: Reflective thinking

LO: 5.1 Why is an understanding of advertising theories important in the advertising

management process?

23) Visual elements of an advertisement are stored in:

A) the left side of the brain.

B) the right side of the brain.

C) both sides of the brain.

D) the left side of the brain if the visual is abstract and right side if the visual is concrete.

Answer: C

Difficulty: Moderate

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 5.1 Why is an understanding of advertising theories important in the advertising

management process?

24) In terms of the visual element of an advertisement, an abstract image has a:

A) higher level of recall than a concrete image.

B) lower level of recall than a concrete image.

C) greater impact on the affective component of attitude than a concrete image.

D) greater impact on the cognitive component of attitude than on the affective component.

Answer: B

Difficulty: Difficult

Skill: Critical Thinking

AACSB: Reflective thinking

LO: 5.1 Why is an understanding of advertising theories important in the advertising

management process?

9

25) In terms of the visual element of an advertisement, a concrete image has a:

A) higher level of recall than an abstract image.

B) lower level of recall than an abstract image.

C) lesser impact on the affective component of attitude than an abstract image.

D) lesser impact on the cognitive component of attitude than on the affective component.

Answer: A

Difficulty: Difficult

Skill: Critical Thinking

AACSB: Reflective thinking

LO: 5.1 Why is an understanding of advertising theories important in the advertising

management process?

26) Visual Esperanto is:

A) an application of the hierarchy of effects model.

B) a universal language for global advertising.

C) a technique for Spanish-speaking advertisers and consumers.

D) the application of a rational leverage point.

Answer: B

Difficulty: Easy

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 5.1 Why is an understanding of advertising theories important in the advertising

management process?

27) Which is an example of visual Esperanto?

A) Showing a shared family moment

B) Using a decorative model

C) Tailoring ad copy to a particular region

D) A graph of key statistics supporting a product’s main benefits

Answer: A

Difficulty: Moderate

Skill: Application

AACSB: Reflective thinking

LO: 5.1 Why is an understanding of advertising theories important in the advertising

management process?

28) An example of visual Esperanto would be a:

A) photo of a Toyota automobile.

B) child enjoying a snack.

C) description of an office machine.

D) decorative model.

Answer: B

Difficulty: Difficult

Skill: Application

AACSB: Reflective thinking

LO: 5.1 Why is an understanding of advertising theories important in the advertising

management process?

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29) The key to creating a successful visual Esperanto advertisement is creating something that

transcends cultures, through a(n):

A) effective verbal message.

B) brand name.

C) visual image.

D) leverage point.

Answer: C

Difficulty: Moderate

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 5.1 Why is an understanding of advertising theories important in the advertising

management process?

30) The most difficult task for a creative in developing an advertisement with visual Esperanto is

finding the:

A) right tagline to use.

B) best words.

C) best colors.

D) best image.

Answer: D

Difficulty: Moderate

Skill: Critical Thinking

AACSB: Reflective thinking

LO: 5.1 Why is an understanding of advertising theories important in the advertising

management process?

31) In the past, creatives designing business-to-business ads relied heavily on:

A) a blend of visual and verbal elements.

B) the visual component of the ad.

C) the verbal or written component of the ad.

D) conative-oriented ads.

Answer: C

Difficulty: Difficult

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 5.1 Why is an understanding of advertising theories important in the advertising

management process?

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32) In recent years, more business-to-business advertisements have incorporated:

A) stronger verbal elements to persuade business buyers.

B) stronger visual elements to heighten the emotional aspect of making a purchase.

C) attractive models.

D) more rational appeals to create stronger affinities for particular brands.

Answer: B

Difficulty: Difficult

Skill: Critical Thinking

AACSB: Reflective thinking

LO: 5.1 Why is an understanding of advertising theories important in the advertising

management process?

33) Advertising campaign management is the process of preparing and integrating a company’s

advertising efforts with the overall IMC message.

Answer: TRUE

Difficulty: Easy

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 5.1 Why is an understanding of advertising theories important in the advertising

management process?

34) The hierarchy of effects model aids in clarifying the target audience of an advertising

campaign and the development of individual ads.

Answer: FALSE

Difficulty: Easy

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 5.1 Why is an understanding of advertising theories important in the advertising

management process?

35) The hierarchy of effects model helps to clarify the objectives of an advertising campaign.

Answer: TRUE

Difficulty: Easy

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 5.1 Why is an understanding of advertising theories important in the advertising

management process?

36) The hierarchy of effects model suggests a sequential set of steps that leads to a purchase.

Answer: TRUE

Difficulty: Easy

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 5.1 Why is an understanding of advertising theories important in the advertising

management process?

37) The hierarchy of effects model suggests that, before a person develops knowledge of a

product, he or she must first like the product.

Answer: FALSE

Difficulty: Easy

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 5.1 Why is an understanding of advertising theories important in the advertising

management process?

38) Preference occurs before knowledge or awareness in the hierarchy of effects model.

Answer: FALSE

Difficulty: Moderate

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 5.1 Why is an understanding of advertising theories important in the advertising

management process?

39) Liking follows awareness and knowledge in the hierarchy of effects model.

Answer: TRUE

Difficulty: Moderate

Skill: Definition (Concept)