Integrated Advertising Promotion and Marketing Communications 8th Edition Clow Test Bank Full download link at: https://testbankpack.com/p/test-bank-forintegrated-advertising-promotion-and-marketing-communications8th-edition-clow-baack-0134484134-9780134484136/ Integrated Advertising, Promotion, and Marketing Communications 8e (Clow/Baack) Chapter 5 Advertising Management 1) 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. Answer: B Difficulty: Easy Skill: Definition (Concept) AACSB: Application of knowledge LO: 5.1 Why is an understanding of advertising theories important in the advertising management process? 2) The first step in a purchase decision in the hierarchy of effects model is: A) awareness. B) liking. C) preference. D) conviction. Answer: A Difficulty: Easy Skill: Definition (Concept) AACSB: Application of knowledge LO: 5.1 Why is an understanding of advertising theories important in the advertising management process? 3) Which step immediately follows awareness in the hierarchy of effects model? A) Recognition B) Liking C) Preference D) Knowledge Answer: D 1 Copyright © 2018 Pearson Education, Inc.
Difficulty: Moderate Skill: Definition (Concept) AACSB: Application of knowledge LO: 5.1 Why is an understanding of advertising theories important in the advertising management process?
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4) Which step immediately follows awareness and knowledge in the hierarchy of effects model? A) The purchase B) Liking C) Preference D) Conviction Answer: B Difficulty: Moderate Skill: Definition (Concept) AACSB: Application of knowledge LO: 5.1 Why is an understanding of advertising theories important in the advertising management process? 5) In the hierarchy of effects model, after preference comes: A) the actual purchase. B) recognition. C) knowledge. D) conviction. Answer: D Difficulty: Moderate Skill: Definition (Concept) AACSB: Application of knowledge LO: 5.1 Why is an understanding of advertising theories important in the advertising management process? 6) The final step of the hierarchy of effects model is: A) the actual purchase. B) liking. C) preference. D) conviction. Answer: A Difficulty: Easy Skill: Definition (Concept) AACSB: Application of knowledge LO: 5.1 Why is an understanding of advertising theories important in the advertising management process?
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7) 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. Answer: D Difficulty: Moderate Skill: Definition (Concept) AACSB: Application of knowledge LO: 5.1 Why is an understanding of advertising theories important in the advertising management process? 8) In 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. Answer: A Difficulty: Moderate Skill: Application AACSB: Application of knowledge LO: 5.1 Why is an understanding of advertising theories important in the advertising management process? 9) In 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. Answer: A Difficulty: Moderate Skill: Definition (Concept) AACSB: Application of knowledge LO: 5.1 Why is an understanding of advertising theories important in the advertising management process?
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10) 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. Answer: C Difficulty: Difficult Skill: Critical Thinking AACSB: Reflective thinking LO: 5.1 Why is an understanding of advertising theories important in the advertising management process? 11) 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. Answer: A Difficulty: Moderate Skill: Critical Thinking AACSB: Reflective thinking LO: 5.1 Why is an understanding of advertising theories important in the advertising management process? 12) 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 Answer: D Difficulty: Difficult Skill: Critical Thinking AACSB: Reflective thinking LO: 5.1 Why is an understanding of advertising theories important in the advertising management process?
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