1. Which of the following is not one of the three advertising theories?
a) hierarchy of effects model
b) product attribute model
c) means-end chain theory
d) visual and verbal images theory
Answer: b (product attribute theory)
2. A universal language that makes global ads possible and transcends cultural barriers is known as what?
a) concrete images
b) image processing
c) visual esperanto
d) advertising appeal
Answer: c (visual esperanto)
3. Appealing to humor in an advertisement is effective at doing what?
a) cutting through the clutter
b) getting attention
c) keeping attention
d) all of the above
Answer: d (all of the above)
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