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48 Cards in this Set

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The cogbitive impression made on viewers of a sexually-oriented ad depeends on:
whether the viewer feels the advertisment is pleasant or offensive
In a means-ends chain, end states include:
personal values
The theory that emphasizes leverage points and personal values is:
MECCAS
Emotional appeals are popular because:
rational appeals are often ignored
the appeal that often wins awards and tends to be favorites among judges is:
humor
in an advertisement for Curves for Women, consumers arre encouraged to "join now" by offering them the rest of the summer free. This portion of the ad corresponds to which step in the hierarchy of effects model?
the actual purchase
which is the best outlet for a rational appeal?
print media
the primary benefit of using a scarcity appeal is that it:
encourages consumer action
the key to creating a successful visual esperanto is creating something that transcends cultures through a(n):
visual image
In the Effie Awards, sponsored by the New York chapter of the American Marketing Association, the most ccommon approach used by winners was:
to combine humor with emotions
Clairol's "yes,yes,yes!" campaign is an example of which type of sex appeal?
sexual suggestiveness
Placing a female wearing a bikini in advertisment for power tools is an example of:
a decorative model
Some musicians now see writing and singing songs for advertisements as a way to get their songs heard and eventually played by individuals apart from the ad. The advantages of this method of writing songs for ads include the following except:
it is easier to develop brand awareness, brand equity, and brand loyalty
to construct a quality leverage point the creative needs to build a pathway that connects a:
product benefit to the potential buyer's value system
sexuality has been employed in advertising in each of the following ways, except:
pornographic
Visual esperanto is:
a universal language for global advertising
Rational appeals:
match the traditional steps of the hierarchy of effects model
using a popular song in an advertisment:
transfers the emotional affinity for the song to the product
in terms of the visual element of an advertisment a concrete image has a:
higher level of recall than an abstract image
usig songs from popular musicians is:
popular becasue the affinity for the song normally transfers to the product
The second step in a purchase decision, which follows awareness in the hierarchy of effects model is:
knowledge
In terms of the hierachy of effects model to obtain brand loyalty
all six steps must be present
Most creatives view which type of advertising appeal as the key to developing brand loyalty?
emotional
television and print advertisements by Victoria Secret's of models wearing only underwear are using which sexual appeal?
nudity or partial nudity
A media strategy is the process of:
analyzing and choosing media for an advertising and promotions campaign
TV offers the following advantages EXCEPT :
Narrowly defined target markets
multiplying a vehicle's rating times the number of insertions for an advertisement calculates the:
gross rating points (GRP)
mulitiplying a vehicles rating times opportunites to see (OTS) for an advertisement calculates the:
gross rating points (GRP)
The issue of accountability for advertising results combined with the need to create a "return on investment" of marketing dollars had led to a shift of power to the :
media planning and buying side of the agency
if an advertisement costs $200,000 the number of viewers is 2,000,000 and the rating is 2.0 then the cost per rating point (CPRP) is:
$100,000
Of the following advertising media the one with the highest level of credibility is
newspapers
the following are advantages of using radio, EXCEPT:
easy national purchase procedures
an advertisement on tv will have the biggest impact:
at the beginning or end of a set oof ads
Wyatt never noticed ads about jewelry until he started thinking about asking Arianna to marry him. Now every ad for jewelry catched his attention. This is an example of:
recency theory
Effective frequency refers to the
nuumber of times a target audience must be exposed to an ad for it to be effective
among the fiollowing ad campaigns frequency would be highest for
six 15-second tv spots
the number of people households or businesses in a target market who are exposed to a media vehicle or message schedule at least once during a given time period is:
reach
based on recency theory, the best media strategy for a firm advertising lawn mowers would be to:
maxiimize reach through using muliple and multiple outlets
which individual decided S.O.S SHop Pads should be advertised in magazines, because of the characteristics of the women who buy and use them?
the media player
1.6 percent of Campbell's Soups sales occur in Chicago, the category sales of soup in Chicago is 1.2 percent and Chicago represents 0.8 percent of the total population. The brand development index for Campbell's Soups is:
200
Reach is
the number of people households or businesses who are exposed to a media vehicle or message schedule at least once during a given ime period
1.6 percent of Campbells Soups sales occur in Chicago te category sales of soups in Chicago is 1.2% and that Chicago represents 0.8% of the total population. The category development indexfor Campbell's Soups is:
150
The part of the media plan that states measures of goal achiievements and the rationale for choices is the
justification and summary
The individual that negotiates rates for space on billboards and im magazines is the
media player
The media which features the best quality of color in ads is
magazines
If effective reach and/or effective frequency are to high
some of the company budget may be wasted on extra exposures
WHich individual formulates a plan as to where and when ads should run?
the media planner
The cumulative exposures achieved in a given time period is called
opportunities to see (OTS)