Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
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
11
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
12
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
13
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
14
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
15
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
16
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
17
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
18
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
19
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
20
