Q&A Hero

Q: Visual Esperanto advertising recognizes that visual images are more powerful than verbal descriptions.

Q: Visual Esperanto is the development of an image that readily translates across cultures, but only with certain languages, such as Spanish.

Q: 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.

Q: Ads with concrete images tend to lead to more favorable attitudes than ads with no pictures or abstract pictures.

Q: 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.

Q: 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.

Q: 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.

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

Q: Visual images tend to be more difficult to remember than verbal copy.

Q: Personal values are not part of a MECCAS model but are part of a means-end chain.

Q: Means-end theory provides the basis of the MECCAS approach to advertising.

Q: A means-end chain stresses the linkage between a product's attributes and its price.

Q: MECCAS stand for Means-End Conceptualization of Components of Advertising Strategy.

Q: In a means-end chain, the message should be the means that leads the consumer to a desire or preference for a brand.

Q: Based on the concepts present in the hierarchy of effects model, conative-oriented advertisements are superior in facilitating product purchases and other consumer actions.

Q: 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.

Q: Based on the hierarchy of effects model, cognitive-oriented advertisements are superior in developing liking, preference, and conviction for a product.

Q: The attitude sequence of cognitive → conative → affective is based on the hierarchy of effects model sequence and is the most common sequence.

Q: To achieve brand loyalty, advertisers must address all six stages of the hierarchy of effects model.

Q: 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.

Q: 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.

Q: 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.

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

Q: Conviction follows liking and preference in the hierarchy of effects model.

Q: Liking a brand follows awareness, knowledge, and preference in the hierarchy of effects model.

Q: Liking follows awareness and knowledge in the hierarchy of effects model.

Q: Preference occurs before knowledge or awareness in the hierarchy of effects model.

Q: The hierarchy of effects model suggests that, before a person develops knowledge of a product, he or she must first like the product.

Q: The hierarchy of effects model suggests a sequential set of steps that leads to a purchase.

Q: The hierarchy of effects model helps to clarify the objectives of an advertising campaign.

Q: The hierarchy of effects model aids in clarifying the target audience of an advertising campaign and the development of individual ads.

Q: Advertising campaign management is the process of preparing and integrating a company's advertising efforts with the overall IMC message.

Q: The average person encounters more than 800 advertisements per day.

Q: 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.

Q: 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.

Q: 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.

Q: 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.

Q: 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.

Q: 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

Q: 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.

Q: 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.

Q: 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.

Q: 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.

Q: 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.

Q: 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.

Q: 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.

Q: 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

Q: 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.

Q: 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.

Q: 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.

Q: 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

Q: 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.

Q: 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

Q: 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.

Q: 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.

Q: 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.

Q: 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.

Q: 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.

Q: 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.

Q: The final step of the hierarchy of effects model is: A) the actual purchase. B) liking. C) preference. D) conviction.

Q: In the hierarchy of effects model, after preference comes: A) the actual purchase. B) recognition. C) knowledge. D) conviction.

Q: Which step immediately follows awareness and knowledge in the hierarchy of effects model? A) The purchase B) Liking C) Preference D) Conviction

Q: Which step immediately follows awareness in the hierarchy of effects model? A) Recognition B) Liking C) Preference D) Knowledge

Q: The first step in a purchase decision in the hierarchy of effects model is: A) awareness. B) liking. C) preference. D) conviction.

Q: 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.

Q: 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

Q: In a radio advertisement, if a consumer can see an image in the mind, then the effect is greater: A) than if the consumer could see the actual visual. B) only if the image is concrete. C) only if the image is abstract. D) than an ad with an abstract image, but less effective than an ad with a concrete image.

Q: 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 healthier bones component of the means-end chain is the: A) product attribute. B) consumer benefit. C) leverage point. D) personal value.

Q: List the elements of a creative brief.

Q: In terms of the creative brief, legal and mandatory restrictions placed on advertisements are also called constraints.

Q: In terms of the creative brief, the support takes the form of facts that substantiate the message theme.

Q: A " right-brain" advertisement is logical, factual, and rational.

Q: A "left-brain" advertisement is oriented towards emotion and feelings.

Q: In a creative brief, the message theme is the benefit or promise the advertiser will use to reach consumers or businesses.

Q: In preparing a creative brief, the only information required in terms of the target audience is demographic characteristics. The creative can research the other information as he or she designs the ad.

Q: One key step in preparing a creative brief is to identify the target audience of the ad.

Q: For a creative brief, constraints include all of the following except: A) left-brained appeals. B) disclaimers. C) copyright registrations. D) trademarks.

Q: A disclaimer warranty typically specifies each of the following except: A) the conditions under which a warranty will be honored. B) statements about past legal actions regarding the product. C) potential hazards associated with products. D) the terms of financing agreements, bonuses, and discounts.

Q: Which product is most likely to include a disclaimer warranty? A) Medicine B) Shirt C) Hammer D) Scotch tape

Q: In a creative brief, an endorsement by 8 out of 10 doctors recommending a product is a form of: A) disclaimer. B) message theme. C) support. D) constraint.