Exam 2 Test Questions

Chapter Four-

1.)                                    ,  declines in advertising effectiveness that occur when an ad or marketing communication becomes "old"  or "boring".

a. carryover effects
b. wear-out effects
c. decay effects
d. threshold effects

2.) Describe the NAICS approach to business market segmentation.

Chapter Five-

1.)                                is an outline of key ideas that the advertising program is supposed to convey.

a. leverage point
b. appeal
c. message theme
d. general preplanning input

2.) What steps should be taken in selecting an advertising agency?


Chapter Six-

1.)  An advertisement approach in which the message contains a reasoning or mental process to lead the consumer to a desired end state, such as a key personal value, is known as,                                        .

a. means-end chain
b. visual Esperanto
c. tagline
d. advertising appeals

2.) How are the three components of attitudes related to the hierarchy of effects model?