978-0133866339 Chapter 05 Part 2

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

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-1

42) Liking a brand follows awareness, knowledge, and preference in the hierarchy of effects

model.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-1

43) Conviction follows liking and preference in the hierarchy of effects model.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-1

44) The final stage in the hierarchy of effects model is liking or preference for a particular brand.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-1

45) A shopper who sees an item in a store, becomes intrigued, and then immediately makes a

purchase follows the sequence of the hierarchy of effects model.

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 5-1

46) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-1

47) 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.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 5-1

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

model.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 5-1

49) The attitude sequence of cognitive → conative → affective is based on the hierarchy of

effects model sequence and is the most common sequence.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-1

50) Based on the hierarchy of effects model, cognitive-oriented advertisements are superior in

developing liking, preference, and conviction for a product.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 5-1

51) Based on the concepts present in the hierarchy of effects model, affective-oriented

advertisements are superior in developing brand awareness, brand knowledge, and brand

preference.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 5-1

52) Based on the concepts present in the hierarchy of effects model, conative-oriented

advertisements are superior in facilitating product purchases and other consumer actions.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 5-1

53) In a means-end chain, the message should be the means that leads the consumer to a desire or

preference for a brand.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-1

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

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-1

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

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-1

56) Means-end theory provides the basis of the MECCAS approach to advertising.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-1

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

Question Tag: Critical Thinking

AACSB Category: Application of knowledge

Objective: 5-1

58) Visual images tend to be more difficult to remember than verbal copy.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-1

59) Visual elements in an advertisement can be stored in the brain as both pictures and words.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-1

60) A message is more likely to be effective when it has both visual and verbal or written

elements, because these components will be dual-coded into the person’s memory.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-1

61) Verbal or written content of an ad is usually stored in both the left and right sides of the

brain, while visual elements tend to be stored in the left side of the brain only.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-1

62) Abstract pictures instill higher levels of recall than concrete pictures because of the dual-

coding process that occurs with abstract pictures whereby the image is stored in the brain as both

a visual and a verbal representation.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 5-1

63) Ads with concrete images tend to lead to more favorable attitudes than ads with no pictures

or abstract pictures.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-1

64) If a radio advertisement conjures images that consumers can see clearly in their minds, the

effect may be greater than seeing an actual visual portrayal.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 5-1

65) Visual Esperanto is the development of an image that readily translates across cultures, but

only with certain languages, such as Spanish.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-1

66) Visual Esperanto advertising recognizes that visual images are more powerful than verbal

descriptions.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-1

67) In the past, creatives designing business-to-business advertisements relied heavily on the

verbal or written element rather than on visuals. In recent years, there has been a shift to using

stronger visual elements in business-to-business advertisements.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 5-1

68) Name the components of the hierarchy of effects model and explain why it is an important

theory in advertising.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 5-1

69) Explain the concept of the means-end chain.

Question Tag: Synthesis

AACSB Category: Reflective thinking

Objective: 5-1

70) Explain the relationship between verbal and visual elements of an ad and how these elements

are encoded in the brain.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-1

71) In terms of the relationship between expenditures on advertising communications and

subsequent sales revenues, too many marketing managers assume that there is a(n):

A) direct relationship.

B) indirect relationship.

C) inverted U-shaped relationship.

D) inverse relationship.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-2

72) As consumers see advertisements over time they become more likely to recall a message and

purchase a product. This demonstrates:

A) diminishing returns.

B) decay effects.

C) threshold effects.

D) purchase simulation.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-2

73) The early effects of an advertising campaign may be minimal, but over time gain momentum.

This phenomenon is:

A) diminishing returns.

B) threshold effects.

C) the sales-response curve.

D) carryover effect.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-2

74) When BMW motorcycle advertisements began targeting females, the initial impact was

minimal, but after some time passed the ads began to have an impact on inquiries by females and

later on sales revenues. This illustrates:

A) the impact of communication goals on sales revenues.

B) threshold effects.

C) sales-response function curve.

D) carryover effects.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 5-2

75) The sales-response function curve models the ________ of advertising.

A) diminishing returns

B) threshold effects

C) carryover effects

D) decay effects

Question Tag: Definition (Concept)

Objective: 5-2

76) Pepsi and Coke both have reached the point that investing more dollars in advertising yields

smaller increases in sales. Which is present?

A) Decay effects

B) Threshold effects

C) Concave downward function

D) Carryover effect

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 5-2

77) When a concave downward function is present, increasing advertising expenditures result in:

A) greater sales.

B) diminishing returns.

C) average returns.

D) further advertising expenditures.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-2

78) Which suggests that further advertising and promotion expenditures may result in adverse

effects on profits?

A) A sales-response function

B) A marginal analysis

C) Average return on investment curve

D) Promotions opportunity curve

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-2

79) Which concept explains that consumers may recall an ad from the past and make a purchase

because they have seen the ad several times?

A) A sales-response curve

B) A marginal analysis

C) Decay effects

D) Carryover effects

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-2

80) Sandra recalls seeing an advertisement for Philadelphia Cream Cheese highlighting that the

brand produces a chocolate version, which illustrates the:

A) carryover effects of previous ads.

B) wear out effects of ads of competitors.

C) threshold effects of former ads.

D) decay effects of former ads.

Question Tag: Application

Objective: 5-2

81) Manufacturers of appliances, such as GE and Whirlpool, advertise on a continuous basis

because appliances are purchased infrequently and only when they are needed. To ensure the

brand name is more likely remembered when the need arises, these manufacturers rely on:

A) threshold effects.

B) sales-response function curve.

C) wear out effects.

D) carryover effects.

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 5-2

82) Which is present when consumers begin to think of an advertisement as old or stale?

A) A sales-response curve

B) Wear out effects

C) Decay effects

D) Carryover effects

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-2

83) When consumers begin to forget a brand name because advertising messages have stopped, it

is a sign of:

A) a sales-response curve.

B) wear out effects.

C) decay effects.

D) carryover effects.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-2

84) It is an unrealistic assumption to believe that a direct relationship exists between

expenditures on advertising communications and subsequent sales revenues.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 5-2

85) Recent studies have revealed that a 10 percent increase in advertising leads to about a 5

percent increase in sales, although results vary widely.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-2

86) A threshold effect occurs when repeated exposures to a message cause consumers to lose

interest in the company.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-2