Question 1

Visual esperanto advertising recognizes that visual images are more powerful than verbal descriptions.

Accepted Answer

Visual esperanto advertising is based on the principle that visual images are more effective and powerful in conveying messages and emotions than verbal descriptions.

Question 2

Personal values are not part of a MECCAS model but are part of a means-ends chain.

Accepted Answer

Personal values are a part of the MECCAS model, which stands for Motivation, Emotion, Cognition, Conation, Action, and Situation. The MECCAS model is used to understand and predict consumer behavior. A means-end chain is a hierarchical model that links a product's attributes to functional, psychosocial, and personal values that consumers seek from the product.

Question 3

Visual elements in an advertisement are stored in the brain as both pictures and words.

Accepted Answer

Visual elements in an advertisement are stored in the brain as both pictures and words, which is why advertisements with both visual and textual content can be more effective in conveying a message to the audience.

Question 4

Both the hierarchy of effects model and the means-end chain model are associated with the use of a leverage point.

Accepted Answer

Both the hierarchy of effects model and the means-end chain model incorporate the use of a leverage point, which is a critical point in the decision-making process that can be targeted to influence a consumer's ultimate choice.

Question 5

Creatives spend considerable time designing ads with powerful leverage points.

Accepted Answer

Creatives put in a lot of effort to design ads that have powerful leverages to influence the audience effectively.

Question 6

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

Accepted Answer

This statement is actually false. Studies have shown that visual images tend to be more memorable than verbal information. This is because images can create a stronger emotional connection and activate more areas of the brain, leading to better retention and recall.

Question 7

If a radio conjures images that consumers can see clearly in their minds,the effect may be greater than seeing an actual visual portrayal.

Accepted Answer

This is because radio relies on the power of language and sound to paint vivid pictures in the minds of listeners, stimulating the imagination and memory in a way that visual media cannot always achieve.

Question 8

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

Accepted Answer

Visual esperanto refers to the use of imagery to convey a message or idea across cultures and language barriers. It is not limited to any particular language, but can be understood by anyone regardless of their native language. Therefore, the statement that it only works with certain languages like Spanish is false.

Question 9

A message is more likely to be effective when it has both visual and verbal elements,since these components will be dual-coded into the person's memory.

Accepted Answer

Dual coding theory suggests that when information is presented in both visual and verbal formats, it is more likely to be encoded into long-term memory and retrieved later on. This is because the brain can use two modalities to process and store the information, enhancing its overall retention and accessibility. Therefore, a message that includes both visual and verbal elements is more likely to be effective in conveying its intended meaning and facilitating recall.

Question 10

The leverage point in an advertisement is the message or concept that links the product's attributes and benefits to the consumer end-state values.

Accepted Answer

This is the definition of a leverage point in advertising.

Question 11

A leverage point is associated with an attitudinal change,especially when the sequence used is cognitive --> affective --> conative.

Accepted Answer

This statement is true. A leverage point refers to a strategic point or area where a small change can bring about a significant effect or impact. In the context of attitudinal change, a leverage point usually involves a sequence that moves from cognitive (thinking) to affective (feeling) to conative (action or behavior) levels. This sequence is often seen as an effective way to bring about lasting changes in attitudes or behaviors.

Question 12

Verbal images are 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.

Accepted Answer

Verbal elements are primarily stored in the left side of the brain while visual elements are more evenly distributed between the left and right sides of the brain.

Question 13

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

Accepted Answer

MECCAS stands for Means-End Conceptualization of Components of Advertising Strategy.

Question 14

Executional frameworks are a key part of a MECCAS model.

Accepted Answer

Executional frameworks are a critical element of a MECCAS model. This is because they provide a structured approach for implementing marketing strategies and tactics, which can help to ensure consistency and effectiveness across different channels and touchpoints. Some common executional frameworks used in marketing include the AIDA model, the customer journey map, and the marketing funnel.

Question 15

In a means-ends chain,the message should be the means that leads the consumer to a desired end state.

Accepted Answer

In a means-ends chain, the message is designed to connect the product's benefits to the consumer's ultimate end state or goal. The message acts as the means to achieve that end state, which could be anything from saving time to improving health. Therefore, the statement is true, and the answer is A.

Question 16

A leverage point moves the consumer from understanding a product's benefits to linking those benefits with personal values.

Accepted Answer

This statement is true. A leverage point is a point in a marketing message or strategy that moves the consumer from understanding a product's benefits to linking those benefits with personal values, beliefs, or identity. This can create a stronger emotional connection between the consumer and the product, leading to increased engagement and loyalty.

Question 17

Abstract pictures instill higher levels of recall concrete pictures because of the dual-coding process whereby the image is stored in the brain as both a visual and a verbal representation.

Accepted Answer

Concrete pictures are more likely to be recalled than abstract pictures because they are easier to associate with verbal labels, enhancing memory through the dual-coding process.

Question 18

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

Accepted Answer

A means-end chain emphasizes the connection between a product's attributes and the benefits or values it offers to the consumer. It does not mention price as a primary factor.

Question 19

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

Accepted Answer

Concrete images tend to be more relatable and memorable, leading to more positive feelings towards the ad and the product being promoted. Abstract images may be more difficult for viewers to understand or connect with. Ads with no pictures may also be perceived as uninteresting or unappealing.

Question 20

Means-end theory is the basis of the MECCAS approach to advertising.

Accepted Answer

Means-end theory is the basis of the MECCAS approach to advertising, which stands for the Model of the Processes of Consumer Decision Making Based on Means-End Chains and applies this theory to create effective advertising messages.

Quiz 6: Advertising Design-Theoretical Frameworks and Types of Appeals