Integrated Advertising, Promotion, and Marketing Communications, 7e (Clow)
Chapter 5 Advertising Management
1) Automobile manufacturer ads comprise about 15 percent of all magazine advertising revenue.
One reason auto manufacturers spend so much on advertising is that consumers do not purchase
vehicles on a regular basis. When consumers do make the decision to purchase a new car, auto
companies want to make sure consumers remember the right brand. This illustrates ________
effects.
A) decay
B) wear out
C) carryover
D) threshold
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 4-6
2) 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.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-1
3) The first step in a purchase decision in the hierarchy of effects model is:
A) awareness.
B) liking.
C) preference.
D) conviction.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-1
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4) Which step immediately follows awareness in the hierarchy of effects model?
A) Recognition
B) Liking
C) Preference
D) Knowledge
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-1
5) Which step immediately follows awareness and knowledge in the hierarchy of effects model?
A) The purchase
B) Liking
C) Preference
D) Conviction
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-1
6) In the hierarchy of effects model, after preference comes:
A) the actual purchase.
B) recognition.
C) knowledge.
D) conviction.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-1
7) The final step of the hierarchy of effects model is:
A) the actual purchase.
B) liking.
C) preference.
D) conviction.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-1
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8) 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.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-1
9) According to the hierarchy of effects model, before Sandra will develop a preference for K-
Swiss shoes, she must first:
A) know about K-Swiss shoes and like the K-Swiss brand.
B) have conviction that the K-Swiss brand is superior to other brands.
C) know about K-Swiss shoes and believe they are the best.
D) become aware of the K-Swiss brand and develop a conviction about the brand.
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 5-1
10) In terms of the hierarchy of effects model, to obtain brand loyalty:
A) all six steps must be present.
B) knowledge and preference is essential, the other steps are not.
C) liking, preference, and conviction are essential, the other steps are not.
D) awareness, knowledge, and conviction are essential, the other steps are not.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-1
11) 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.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 5-1
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12) 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.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 5-1
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.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-1
14) 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
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-1
15) 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.
Question Tag: Definition (Concept)
Objective: 5-1
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16) 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
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 5-1
17) 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.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-1
18) 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.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-1
19) 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.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-1
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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 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
Question Tag: Application
AACSB Category: Reflective thinking
Objective: 5-1
21) 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.
Question Tag: Application
AACSB Category: Reflective thinking
Objective: 5-1
22) 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.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-1
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23) Which statement below about the visual element in ads 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.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 5-1
24) 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.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-1
25) 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.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 5-1
26) 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.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 5-1
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27) 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.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-1
28) 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 visual portrayal of key statistics supporting a product’s main benefits
Question Tag: Application
AACSB Category: Reflective thinking
Objective: 5-1
29) 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.
Question Tag: Application
AACSB Category: Reflective thinking
Objective: 5-1
30) 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.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-1
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31) 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.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 5-1
32) 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.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-1
33) 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.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 5-1
34) The average person encounters more than 800 advertisements per day.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-1
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35) Advertising campaign management is the process of preparing and integrating a company’s
advertising efforts with the overall IMC message.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-1
36) The hierarchy of effects model aids in clarifying the target audience of an advertising
campaign and the development of individual ads.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-1
37) The hierarchy of effects model helps to clarify the objectives of an advertising campaign.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-1
38) The hierarchy of effects model suggests a sequential set of steps that leads to a purchase.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-1
39) The hierarchy of effects model suggests that, before a person develops knowledge of a
product, he or she must first like the product.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-1
40) Preference occurs before knowledge or awareness in the hierarchy of effects model.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-1
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