978-0133866339 Chapter 06 Part 3

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90) All of the following are types of appeals that can be used in designing ads except:

A) music.

B) cognitive.

C) rationality.

D) emotion.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-2

91) 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:

A) advertising agency and creative that will be working on the ad.

B) product, media planner, and media buyer.

C) brand and the target audience.

D) account executive and creative.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-2

92) In a fear appeal, showing the potential for a devastating injury when seat belts are not used is

an example of:

A) cognition.

B) severity.

C) vulnerability.

D) self-efficacy.

Question Tag: Application

Objective: 6-2

93) 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 the ________ component of the behavioral

response model.

A) intrinsic reward

B) severity

C) vulnerability

D) response cost

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-2

94) Most advertisers believe that a ________ level of fear is most likely to succeed in an

advertisement.

A) low, non-threatening

B) moderate

C) high

D) severe

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-2

95) Humor overcomes clutter by:

A) making the person laugh.

B) frequently repeating the company’s name.

C) capturing attention.

D) making other products less memorable.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-2

96) Humor causes consumers to watch, laugh, and, most importantly:

A) make a purchase.

B) tell their friends.

C) remember.

D) tune out other messages.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-2

97) The appeal that has proven to be one of the most effective at cutting through clutter is:

A) humor.

B) music.

C) sex.

D) fear.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-2

98) The appeal that often wins awards and tends to be favored among consumers is:

A) fear.

B) humor.

C) sex.

D) emotions.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-2

99) The goal of a humorous ad is to have consumers:

A) pause, remember, and act.

B) watch, laugh, and remember.

C) concentrate on the funny part.

D) ignore the musical element.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-2

100) To be successful, the funniness in a humor appeal should be:

A) directed at the target audience of the ad.

B) of a low level since humor that is too heavy tends to interfere with message recall.

C) directed to the audience’s value system.

D) connected directly to the product’s benefits.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 6-2

101) Research indicates that humor will:

A) capture a person’s attention, but adversely affects recall of the product’s benefits.

B) capture a person’s attention, but interferes with brand recall.

C) cut through clutter if the humor is tied closely to the product’s attributes.

D) elevate a person’s mood, which will then be transferred to the product being advertised.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-2

102) In terms of the use of humor internationally, it is:

A) used less frequently in other countries.

B) usually based in one’s culture.

C) normally transferable to other cultures.

D) equally effective in all cultures.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-2

103) In terms of using a sex appeal, many advertisers are shifting to:

A) subliminal advertising techniques.

B) nudity and partial nudity.

C) subtle sexual cues, suggestions, and innuendos.

D) overt sexual themes.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-2

104) Sexuality has been employed in advertising in each of the following ways except:

A) subliminal techniques.

B) nudity or partial nudity.

C) overt sexuality.

D) pornographic.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-2

105) Attempting to place a sexual cue in an ad to affect a viewer’s subconscious mind is:

A) seductive advertising.

B) subliminal advertising.

C) partial instead of full nudity.

D) sexual suggestiveness.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-2

106) Subliminal sexual messages are:

A) almost always ignored by viewers.

B) highly effective with teenage viewers.

C) increasingly used instead of humor.

D) used to advertise children’s products.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-2

107) Using sensuality as a type of sex appeal in advertising:

A) requires both visual and verbal cues.

B) requires viewer imagination.

C) is based on subliminal cues.

D) works only with female viewers since they are more romantic than men.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 6-2

108) An advertisement that hints that sex is about to take place is using a ________ approach.

A) sensuality

B) subliminal

C) sexual suggestiveness

D) nudity or partial nudity

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-2

109) Television and print advertisements by Victoria’s Secret models wearing only underwear

use which type of sexual appeal?

A) Subliminal technique

B) Nudity or partial nudity

C) Overt sexuality

D) Sexual suggestiveness

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 6-2

110) Placing a female wearing a bikini in an advertisement for power tools targeted to men is an

example of:

A) a subliminal sexual cue.

B) a decorative model.

C) overt sexuality.

D) sexual suggestiveness.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 6-2

111) Decorative models are people who:

A) are key product spokespersons.

B) are nude models in television ads.

C) adorn a product as a sexual stimulus.

D) design attractive products.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-2

112) A nude male on a calendar for household furniture is a(n):

A) source or spokesperson.

B) decorative model.

C) example of subliminal advertising.

D) example of overt sexuality.

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 6-2

113) Each of the following statements about the use of decorative models is true except:

A) the presence of a decorative model improves ad recognition, but not brand recognition.

B) attractive models produce higher levels of attention than do less attractive models.

C) the presence of an attractive model produces higher purchase intentions for any type of

product.

D) the presence of a decorative model influences the affective component of attitude.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-2

114) Although sexually-oriented advertisements attract attention, ________ is lower than for ads

using a different type of appeal.

A) the interest level

B) the level of physiological response

C) brand recall

D) the level of sexual arousal

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-2

115) All of the following statements are true about sexually-oriented ads except sexually-oriented

ads:

A) increase the level of brand recall.

B) attract attention.

C) are rated as more interesting.

D) produce higher levels of physiological arousal responses.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-2

116) Ads that were rated as highly controversial in terms of sexual content by both males and

females:

A) were also rated as most interesting.

B) had the lowest level of brand recall.

C) were the best at relaying product information.

D) produced the best results.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-2

117) The types of sexually-oriented ads that will produce the highest level of physiological

responses are:

A) nudity and overt sexuality.

B) nudity and sexual suggestiveness.

C) sensuality and sexual suggestiveness.

D) nudity and partial nudity.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-2

118) The cognitive impression made on viewers of a sexually-oriented ad depends on:

A) the level of nudity in the ad.

B) the level of sensuality in the ad.

C) the type of product being advertised.

D) whether the viewer feels the advertisement is pleasant or offensive.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 6-2

119) In determining the level of sex appeal to use in an advertisement, it is important to consider:

A) the amount of sexually-oriented advertising that is being used by competitors.

B) how decorative models are being used.

C) society’s view and level of acceptance at the time the ad is to run.

D) the target audiences’ view of sexuality.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-2

120) Music can be intrusive, which means it will:

A) capture the attention of someone who previously was not listening or watching a program.

B) be the most important aspect of an advertisement.

C) be effective if the listener recognizes the tune.

D) lead to a greater level of brand recall and create positive emotions in listeners.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-2

121) Music is effective at gaining a viewer’s attention:

A) but often interferes with the person’s ability to retain the information in the ad.

B) but interferes with brand and product recall.

C) and increases the retention of information in the ad.

D) and increasing the viewer’s propensity to action.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-2

122) Using a popular song in an advertisement:

A) does not have as much of an effect as writing a new tune.

B) transfers the emotional affinity for the song to the product.

C) creates brand parity.

D) interferes with brand recall ability.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-2

123) Using songs from popular musicians is:

A) popular because musicians seek greater exposure of their songs.

B) popular because the affinity for the song often transfers to the product.

C) not popular because the songs typically overwhelm the message.

D) not popular because people remember the musician and the song, not the message.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-2

124) Some musicians now see writing and singing songs for advertisements as a way to get their

songs heard and eventually played by people, apart from the ad. The advantages of this method

of writing songs for ads include all of the following except:

A) it is easier to develop brand awareness, brand equity, and brand loyalty.

B) marketers see an opportunity to tie a new, emerging song to a product.

C) many consumers are interested in finding out who performs the music in various ads.

D) the internet provides an opportunity to post the song for people to enjoy.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-2

125) Which type of appeal closely follows the steps in the hierarchy of effects model?

A) Sexual

B) Emotional

C) Rational

D) Scarcity

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-2

126) Rational appeals:

A) match the traditional steps of the hierarchy of effects model.

B) often include some other type of appeal to gain attention.

C) are focused on brand image rather than product benefits.

D) are used more in consumer advertising than in business-to-business advertising.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-2

127) Which are the best outlets for a rational appeal?

A) Broadcast media

B) Television and direct mail

C) Print media and the internet

D) Non-traditional media

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-2

128) Rational appeals work best when:

A) there is low involvement and the product is simple.

B) there is high involvement, but no emotion.

C) there is high involvement and the viewer is willing to pay attention to the ad.

D) they are related more to the product than the amount of involvement.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-2