1. Chapter Four How Advertising Works

2. Prentice Hall, © 20094-2 If someone says, “I know half my advertising is wasted, but I don’t know which half,” is he justified? a) Yes b) No

3. Prentice Hall, © 20094-3 If someone says, “I know half my advertising is wasted, but I don’t know which half,” is he justified? a) Yes b) No

4. Prentice Hall, © 20094-4 Above all, advertising is a form of persuasion. a) True b) False

5. Prentice Hall, © 20094-5 Above all, advertising is a form of persuasion. a) True b) False

6. Prentice Hall, © 20094-6 The Communication Model of advertising : a) Begins with a sender (consumer) b) Involves an encrypted message c) Can involve internal and external noise d) Utilizes media members as channels

7. Prentice Hall, © 20094-7 The Communication Model of advertising : a) Begins with a sender (consumer) b) Involves an encrypted message c) Can involve internal and external noise d) Utilizes media members as channels

8. Prentice Hall, © 20094-8 Effective advertising is evaluated in terms of: a) Its impact on the one-way model of mass communication b) The ability of consumers to pass messages among themselves c) The consumers’ direct involvement in product making decisions d) The impact it has on the consumer response to the message

9. Prentice Hall, © 20094-9 Effective advertising is evaluated in terms of: a) Its impact on the one-way model of mass communication b) The ability of consumers to pass messages among themselves c) The consumers’ direct involvement in product making decisions d) The impact it has on the consumer response to the message

10. Prentice Hall, © 20094-10 The Facets Model of Effects is based on the belief that: a) Effective advertising creates six types of consumer responses b) There are various paths and patterns to consumer response c) Response to advertising messages are simple and easy to predict d) The think-feel-do approach motivates people to think about a message and act

11. Prentice Hall, © 20094-11 The Facets Model of Effects is based on the belief that: a) Effective advertising creates six types of consumer responses b) There are various paths and patterns to consumer response c) Response to advertising messages are simple and easy to predict d) The think-feel-do approach motivates people to think about a message and act

12. Prentice Hall, © 20094-12 Although a message may not speak to a consumer’s special interests, it can still be relevant. a) True b) False

13. Prentice Hall, © 20094-13 Although a message may not speak to a consumer’s special interests, it can still be relevant. a) True b) False

14. Prentice Hall, © 20094-14 Subliminal advertising assumes that: a) Consumers see and hear advertising messages consciously b) Consumers make decisions based on the image of the brand c) Consumers are influenced by messages appealing to the subconscious d) Consumers respond to obvious claims

15. Prentice Hall, © 20094-15 Subliminal advertising assumes that: a) Consumers see and hear advertising messages consciously b) Consumers make decisions based on the image of the brand c) Consumers are influenced by messages appealing to the subconscious d) Consumers respond to obvious claims

16. Prentice Hall, © 20094-16 When we speak of the “affective” response to advertising, do we really mean the “cognitive” response? a) Yes b) No

17. Prentice Hall, © 20094-17 When we speak of the “affective” response to advertising, do we really mean the “cognitive” response? a) Yes b) No

18. Prentice Hall, © 20094-18 Perception, as part of the Facets of Effects model, means that consumers learn first and then understand. a) True b) False

19. Prentice Hall, © 20094-19 Perception, as part of the Facets of Effects model, means that consumers learn first and then understand. a) True b) False

20. Prentice Hall, © 20094-20 Cognition, as part of the Facets of Effects Model, is the process by which: a) Consumers make symbolic connections between brand and personality b) Consumers’ feelings for the advertising are mirrored in their wants, emotions, and likings c) Consumers receive information through their senses and assign meaning to it d) Consumers respond to information, learn, and understand something

21. Prentice Hall, © 20094-21 Cognition, as part of the Facets of Effects Model, is the process by which: a) Consumers make symbolic connections between brand and personality b) Consumers’ feelings for the advertising are mirrored in their wants, emotions, and likings c) Consumers receive information through their senses and assign meaning to it d) Consumers respond to information, learn, and understand something

22. Prentice Hall, © 20094-22 If you use symbolic connections to define your brand, have you created an association? a) Yes b) No

23. Prentice Hall, © 20094-23 If you use symbolic connections to define your brand, have you created an association? a) Yes b) No

24. Prentice Hall, © 20094-24 Brand transformation, as a goal of advertising, assumes that: a) A brand takes on meaning when it is transformed from a mere product into something special b) A brand’s impression is static and cannot be changed with advertising alone c) A brand’s identification markers are distinctive and not related to advertising d) A brand forms a network of associations, unique to each consumer

25. Prentice Hall, © 20094-25 Brand transformation, as a goal of advertising, assumes that: a) A brand takes on meaning when it is transformed from a mere product into something special b) A brand’s impression is static and cannot be changed with advertising alone c) A brand’s identification markers are distinctive and not related to advertising d) A brand forms a network of associations, unique to each consumer

26. Prentice Hall, © 20094-26 Advertising employs both rational and emotional elements to create persuasive messages. a) True b) False

27. Prentice Hall, © 20094-27 Advertising employs both rational and emotional elements to create persuasive messages. a) True b) False

28. Prentice Hall, © 20094-28 The factors that drive a behavioral response include: a) Symbolism, perception, and brand transformation b) Perception, understanding, feeling, connection, believing, and acting c) Symbolism, conditioned learning, and brand transformation d) Try, buy, contact, advocate, refer, and prevent

29. Prentice Hall, © 20094-29 The factors that drive a behavioral response include: a) Symbolism, perception, and brand transformation b) Perception, understanding, feeling, connection, believing, and acting c) Symbolism, conditioned learning, and brand transformation d) Try, buy, contact, advocate, refer, and prevent

30. Prentice Hall, © 20094-30 Can it be said that advertising is a victim of “delayed effects?” a) Yes b) No

31. Prentice Hall, © 20094-31 Can it be said that advertising is a victim of “delayed effects?” a) Yes b) No

32. Prentice Hall, © 20094-32 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2009 Pearson Education, Inc. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall