International Advertising - Chapter 7

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International Advertising - Chapter 7 - Quiz


Practice quiz for chapter 7


Questions and Answers
  • 1. 

    Used to test ads that are inappropriate

    • A.

      Persuasion tests

    • B.

      Appropriateness tests

    • C.

      Symbolic tests

    • D.

      Emotional tests

    Correct Answer
    A. Persuasion tests
    Explanation
    Persuasion tests are used to evaluate the effectiveness of ads in influencing and convincing the target audience. These tests aim to measure the extent to which the ad is able to persuade viewers to take a desired action, such as purchasing a product or changing their perception. In this context, the other options (appropriateness tests, symbolic tests, emotional tests) do not specifically focus on the persuasive aspect of ads, making persuasion tests the most suitable explanation for the given answer.

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  • 2. 

    Likeability has become a measure to _________ sales.

    • A.

      Enhance

    • B.

      Predict

    • C.

      Assume

    • D.

      Complete

    Correct Answer
    B. Predict
    Explanation
    Likeability has become a measure to predict sales because the more likable a product or brand is, the higher the chances of it being purchased by consumers. When consumers like a product or brand, they are more likely to engage with it, recommend it to others, and ultimately make a purchase. Therefore, measuring likeability can give insights into consumer behavior and help predict the potential sales of a product or brand.

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  • 3. 

    What is an example of a likeability factor?

    • A.

      Gentle and sensitive

    • B.

      Forgettable and rude

    • C.

      Intrusive

    • D.

      None of the above

    Correct Answer
    A. Gentle and sensitive
    Explanation
    An example of a likeability factor is being gentle and sensitive. These qualities are often associated with being kind, understanding, and considerate towards others, which can make someone more likable. Being forgettable and rude or intrusive are not typically seen as likeable traits. Therefore, the correct answer is gentle and sensitive.

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  • 4. 

    AIDA stands for ...

    • A.

      Action, Intent, Direction, Attention

    • B.

      Ambiance, Intellect, Drama, Assertiveness

    • C.

      Advertising Industry Division of America

    • D.

      Attention, Interest, Desire, Action

    Correct Answer
    D. Attention, Interest, Desire, Action
    Explanation
    AIDA stands for Attention, Interest, Desire, Action. This acronym represents the four stages of a successful advertising or marketing campaign. First, attention must be captured to grab the audience's interest. Then, the campaign should generate interest and create a desire for the product or service being promoted. Finally, the audience should be motivated to take action, such as making a purchase or signing up for a service. This model helps guide marketers in creating effective campaigns that lead to desired consumer behavior.

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  • 5. 

    High-involvement, Low-involvement, Japanese Model (advertising effect sequences) all make up the ...

    • A.

      BCF planning model

    • B.

      Cooperative structure

    • C.

      FCB planning model

    • D.

      FCC planning diagram

    Correct Answer
    C. FCB planning model
    Explanation
    The FCB planning model includes the concepts of high-involvement, low-involvement, and the Japanese Model (advertising effect sequences). These concepts are all part of the FCB planning model, which is a framework used in advertising to understand and analyze consumer behavior and develop effective advertising strategies. The model recognizes that consumers can be motivated by different levels of involvement and that advertising can have different effects depending on the level of involvement. The FCB planning model helps advertisers tailor their messages and creative strategies accordingly.

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  • 6. 

    ELM stands for ...

    • A.

      Explicit Linear Model

    • B.

      Elaboration Likelihood Model

    • C.

      European Law Model

    • D.

      Explicit Likelihood Model

    Correct Answer
    B. Elaboration Likelihood Model
    Explanation
    The correct answer is Elaboration Likelihood Model. The Elaboration Likelihood Model is a theory of persuasion that explains how individuals process and respond to persuasive messages. It suggests that there are two routes of information processing - the central route and the peripheral route. The central route involves careful evaluation of the message content and logical reasoning, while the peripheral route involves relying on peripheral cues such as attractiveness or credibility of the source. This model helps in understanding the factors that influence attitude change and persuasion.

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  • 7. 

    Persuasion follows a ___________ route, peripheral route, or both. 

    • A.

      Strict

    • B.

      Divergent

    • C.

      Exact

    • D.

      Central

    Correct Answer
    D. Central
    Explanation
    Persuasion can follow a central route, peripheral route, or both. The central route of persuasion involves the audience carefully evaluating the arguments and information presented to them. This route is more likely to lead to long-lasting attitude and behavior change. On the other hand, the peripheral route involves the audience being influenced by superficial cues such as the attractiveness or credibility of the speaker, rather than the actual content of the message. Both routes can be utilized in persuasion depending on the situation and the audience's level of motivation and ability to process information.

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  • 8. 

    Check each box that accurately describes PR (Public Relations).

    • A.

      Manages relationships

    • B.

      Press releases

    • C.

      No focus on relationships

    • D.

      Importance of communication styles of cultures

    • E.

      Corporate websites

    • F.

      A communication problem

    Correct Answer(s)
    A. Manages relationships
    B. Press releases
    D. Importance of communication styles of cultures
    E. Corporate websites
    Explanation
    PR (Public Relations) involves managing relationships, issuing press releases, considering the importance of communication styles of different cultures, and maintaining corporate websites. These activities are all part of the PR function and contribute to its overall effectiveness.

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  • 9. 

    Cultural adaptation enhances ease of use and favorable attitudes toward a website.

    • A.

      True

    • B.

      False

    Correct Answer
    A. True
    Explanation
    Cultural adaptation refers to the process of modifying a website to align with the cultural preferences and expectations of the target audience. By doing so, the website becomes more relatable and user-friendly, leading to increased ease of use. Additionally, when a website is culturally adapted, it shows respect and consideration for the cultural values and norms of the users, which can result in more favorable attitudes toward the website. Therefore, it can be concluded that cultural adaptation does enhance ease of use and favorable attitudes toward a website, making the answer "True".

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  • 10. 

    Check all the boxes that accurately describe Logo, Product, and Package-Design.

    • A.

      FEM - contrasting colors

    • B.

      Different corporate colors

    • C.

      Divine proportion universal

    • D.

      Product shape and size

    • E.

      MAS - contrasting colors

    • F.

      Stereotypical design

    • G.

      Universal conformity

    Correct Answer(s)
    B. Different corporate colors
    C. Divine proportion universal
    D. Product shape and size
    E. MAS - contrasting colors
    Explanation
    The correct answer includes different corporate colors, divine proportion universal, product shape and size, and MAS - contrasting colors. These elements accurately describe Logo, Product, and Package-Design.

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  • 11. 

    The divine proportion universal is a ratio of precisely...

    • A.

      2:1.316

    • B.

      1:1.618

    • C.

      1:2.518

    • D.

      1:1.415

    Correct Answer
    B. 1:1.618
    Explanation
    The divine proportion, also known as the golden ratio, is a mathematical ratio of approximately 1:1.618. It is a special number that has been found to be aesthetically pleasing and is often used in art, architecture, and design. This ratio can be seen in various natural and man-made objects, such as the proportions of the human body, the shape of seashells, and the design of famous buildings like the Parthenon. The correct answer, 1:1.618, represents this universal ratio.

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  • 12. 

    In retail design, total concept is attractive to COL.

    • A.

      True

    • B.

      False

    Correct Answer
    A. True
    Explanation
    The statement suggests that in retail design, the total concept is appealing to COL. This implies that COL, which could refer to customers or clients, find the overall concept or design of a retail space to be appealing. This could include factors such as the layout, decor, branding, and overall atmosphere of the store. Therefore, the correct answer is True.

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  • 13. 

    The Classic Model of Communication includes...

    • A.

      Feedback

    • B.

      Sender

    • C.

      Decoding

    • D.

      Reporting

    • E.

      Deactivating

    • F.

      Encoding

    • G.

      Alerting

    • H.

      Message

    • I.

      Medium

    • J.

      Receiver

    Correct Answer(s)
    A. Feedback
    B. Sender
    C. Decoding
    F. Encoding
    H. Message
    I. Medium
    J. Receiver
    Explanation
    The Classic Model of Communication includes various elements that are essential for effective communication. These elements include feedback, which refers to the response or reaction received from the receiver after the message is sent. The sender is the person or entity who initiates the communication process. Decoding is the process of interpreting the message by the receiver, while encoding is the process of converting the message into a form that can be transmitted. The message is the information or content being communicated, and the medium is the channel or means through which the message is transmitted. Finally, the receiver is the person or entity who receives and interprets the message.

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  • 14. 

    The media is shaped by _____________ of the people who produce them.

    • A.

      The culture

    • B.

      An alliance

    • C.

      The pronouns

    • D.

      The values

    Correct Answer
    A. The culture
    Explanation
    The media is shaped by the culture of the people who produce them. Culture refers to the beliefs, customs, and practices of a particular group of people. The media, including news outlets, television shows, and movies, often reflect the values, norms, and ideologies of the culture in which they are created. The culture of the producers influences the content, messages, and perspectives that are portrayed in the media, ultimately shaping the way information is presented and interpreted by the audience.

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  • Current Version
  • Feb 04, 2024
    Quiz Edited by
    ProProfs Editorial Team
  • Apr 23, 2013
    Quiz Created by
    Houdini91
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