Theories & Models
What is the first step in the Hierarchy of Effects model?
Awareness
True or False: People usually remember visuals more than words.
True
What does “wear-out” mean in advertising?
When consumers get tired of an ad after seeing it too much.
What does an account executive do?
Manages the client relationship.
How many steps are in the Hierarchy of Effects?
six
What is Nike's tagline?
Just Do It
What’s the 75–15–10 rule?
75% media placement, 15% creative, 10% production.
Name one pro of using an in-house agency.
More control, faster communication, lower cost.
More control, faster communication, lower cost.
True or False: MECCAS is a tool to help apply Means-End Theory to ads.
True
What’s the role of a tagline in a campaign?
To be short, catchy, and tied to brand identity.
What is carryover in advertising?
When an ad continues to influence even after it stops running.
Name one con of using an in-house agency.
Less creativity, fewer outside perspectives.
The Hierarchy of Effects ends with ______.
Purchase
What’s in a creative brief? Name two elements.
Goals, target audience, key message, tone
What’s the difference between wear-out and decay in advertising?
Wear-out = when people get tired of an ad from seeing it too often.
Decay = when the ad loses effectiveness after it’s no longer running.
What are two common campaign goals?
Awareness, brand image, increase sales, trial, repeat purchases.
Awareness, brand image, increase sales, trial, repeat purchases.
Means-End Theory connects product features to _______.
Benefits & Values
Why is balancing verbal and visual elements important in ads?
Visuals make ads memorable, while words reinforce the message.
Why doesn’t more spending always mean more impact?
Because of diminishing returns — extra spending adds less effect.
What are the six steps in choosing an agency?
Set goals, define criteria, screen options, request proposals, narrow list, make decision.