129) Byron has an interest in purchasing a motorcycle and is now looking at different models
and gathering information about each one. The ________ appeal would be the most effective in
developing or changing Byron’s attitude and in establishing specific brand beliefs.
A) sex
B) emotional
C) humor
D) rational
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 6-2
130) Emotional appeals are based on each of the following ideas except:
A) humor and sex appeals are being overused and therefore not as effective as in the past.
B) consumers ignore most advertisements.
C) rational appeals go unnoticed unless the consumer is in the market for the particular product
at the time it is advertised.
D) emotional advertising can capture a person’s attention and foster an attachment between the
consumer and the brand.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 6-2
131) Emotional appeals are popular because:
A) they are better at getting a viewer’s attention than humor or sexuality.
B) rational appeals are often ignored.
C) they emphasize product features.
D) they often contain subliminal messages.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 6-2
31
132) Most creatives view the ________ advertising appeal as the key to developing brand
loyalty.
A) rational
B) humorous
C) emotional
D) sex-oriented
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 6-2
133) A description of how a search engine can help the website designer feel good about its
website’s ability to handle the e-commerce traffic is an example of an advertisement using a(n)
________ appeal.
A) rational
B) emotional
C) scarcity
D) fear
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 6-2
134) Emotional appeals:
A) have been used more frequently in business-to-business ads in the past decade.
B) are designed to evoke cognitive responses.
C) primarily describe product attributes.
D) are difficult to create on television.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 6-2
135) Business-to-business ads have tended to use rational advertising appeals almost exclusively.
In recent years, there has been a move to use more ________ appeals.
A) sex
B) emotional
C) fear
D) scarcity
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 6-2
32
136) Of the following media, the best for using an emotional appeal is:
A) magazines.
B) radio.
C) television.
D) newspapers.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 6-2
137) Scarcity appeals:
A) only work in children’s advertising because adults are aware of the ploy.
B) do not work for children because they cannot process the information.
C) urge consumers to buy a product because of some kind of limitation.
D) urge consumers to save money to buy the product later.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 6-2
138) Of the following products, the product that best fits a scarcity appeal would be:
A) televisions.
B) black dress socks.
C) deodorant.
D) a musical compilation CD from various artists.
Question Tag: Application
AACSB Category: Reflective thinking
Objective: 6-2
139) The primary benefit of using a scarcity appeal is that it:
A) increases brand awareness.
B) encourages consumer action.
C) offers an excellent method of conveying product information.
D) offers an excellent method of gaining attention.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 6-2
33
140) The particular type of appeal that should be used in an advertisement should be based on a
review of the creative brief, the objective of the advertisement, and the means-end chain to be
conveyed.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 6-2
141) Using a fear appeal in an advertisement increases both the viewer’s interest in the ad and the
persuasiveness of the ad.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 6-2
142) Fear is an ineffective form of advertising appeal that has been largely abandoned.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 6-2
143) In a fear appeal, vulnerability is the degree of potential physical, social, or psychological
harm that can occur.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 6-2
144) In a fear appeal, vulnerability is based on the likelihood or probability that a negative event
will occur.
Question Tag: Critical Thinking
AACSB Category: Application of knowledge
Objective: 6-2
145) Severity and vulnerability are key elements in rational advertisements.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 6-2
34
146) An advertisement designed to convince viewers that if they do not use a particular brand of
deodorant, they will be social outcasts stresses the severity of a negative consequence in a fear
appeal.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 6-2
147) An advertisement featuring a fear appeal that suggests a person will feel good about losing
weight is an example of highlighting extrinsic rewards.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 6-2
148) When a viewer of an advertisement believes he or she can take action to prevent negative
consequences by purchasing a product, the individual is exhibiting self-efficacy.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 6-2
149) Low levels of fear in an ad may not create feelings of severity or vulnerability.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 6-2
150) A fear level that is too high is impossible to create, because viewers have become immune
to fear tactics in advertising.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 6-2
151) Humor is a rarely-used form of advertising appeal.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 6-2
35
152) Humor has proven to be one of the best appeals for cutting through advertising clutter.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 6-2
153) Humor causes consumers to watch, laugh, and, most important, respond with an immediate
purchase.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 6-2
154) To be successful, humor used in ads should be connected directly to the product’s benefits.
Question Tag: Critical Thinking
AACSB Category: Application of knowledge
Objective: 6-2
155) When humor in an ad is remembered, the product or brand is almost always easily recalled.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 6-2
156) An advantage of using humor in ads is that it easily transfers to other countries and cultures.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 6-2
157) While some evidence exists that humor may be universal, other research indicates that
particular executions of humor appeals may not be universal and that humor is often based in
one’s culture.
Question Tag: Critical Thinking
AACSB Category: Application of knowledge
Objective: 6-2
36
158) Although using sex in advertising no longer sells the way it used to and no longer has the
shock value it had in the past, advertising in the United States and other countries contains more
visual sexual themes than ever before.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 6-2
159) Women tend to respond more favorably to the use of overt sexuality in advertisements than
they do to the use of sensuality.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 6-2
160) Truly subliminal sexual messages are highly effective advertising techniques.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 6-2
161) Sexually suggestive ads tend to work well with personal products such as perfume or
cologne.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 6-2
162) Ads that use nudity or partial nudity are almost always designed to elicit some type of
sexual response in viewers.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 6-2
163) Nudity and partial nudity in advertisements are most effective when the product has some
form of sexual connotation.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 6-2
37
164) A decorative model is a person who adorns a product as a sexual or attractive stimulus, but
has nothing to actually do with the product.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 6-2
165) Using overt sexuality in ads for products that are sexually-oriented is normally accepted,
but it often becomes controversial when used for other types of products.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 6-2
166) Sex appeals and nudity tend to increase attention to advertisements, but only for males.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 6-2
167) Sexually-oriented ads attract attention and brand recall is higher than for ads using some
other type of appeal.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 6-2
168) Controversial sexual ads are interesting to viewers, but sometimes fail to transmit key
information to viewers.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 6-2
169) Advertisements using overt sexual stimuli or containing nudity produce higher levels of
physiological arousal responses in males, but not for females.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 6-2
38
170) The cognitive impressions made on viewers of a sexually-oriented ad depend on whether
viewers feel the advertisement is pleasant or offensive.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 6-2
171) In determining the level of sex appeal to use in an advertisement, it is important to consider
society’s view and level of acceptance at the time the ad is to run.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 6-2
172) Just as economies go through cycles, attitudes towards sex in advertising experiences
cyclical changes.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 6-2
173) One major criticism of sexually-based advertising is that it perpetuates dissatisfaction with
one’s body. This is true for females, not males.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 6-2
174) While a musical appeal can be effective in gaining a viewer’s attention, it often decreases
the retention of information in the ad.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 6-2
39
175) In terms of music used in advertisements, the most common method is to use a song that
has already been written or a jingle that already exists.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 6-2
176) The primary benefit of using a well-known song in a musical appeal is that consumers have
already developed an affinity for a song, which normally is then transferred to the product or
brand.
Question Tag: Critical Thinking
AACSB Category: Application of knowledge
Objective: 6-2
177) Brand awareness, brand equity, and brand loyalty are more difficult to develop when
consumers are already familiar with the music used in an advertisement than when a new song,
music, or jingle is written.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 6-2
178) New, emerging musical artists are now more receptive to the idea of using their songs in
advertisements because they believe that using the songs will capture the kind of attention that
will lead radio disc jockeys to play the song on the air.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 6-2
179) A rational appeal is closely tied to the stages of visual and verbal imagining, moving
viewers from the cognitive to the conative component of attitude.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 6-2
40