SPOT THE CONCEPT
An ad uses comedy to make viewers laugh. Which message appeal is being used?
Humor appeal.
A viewer understands exactly what a product does after watching an ad. Which factor is demonstrated?
Comprehension, under Cognition.
An ad encourages people to download an app immediately. Which facet focuses on the action the ad wants them to take?
Behavior.
An ad uses a popular song to make people feel happy and excited. Is this a message appeal or a facet? Name both the appeal and the main facet.
The use of music can support an emotional appeal; Emotion is the main facet if the intended effect is to create feelings.
A customer sees an ad, remembers its message and buys the product. Name the three relevant facets in a logical sequence.
Perception (noticing the ad), Cognition (understanding or recalling the message) and Behavior (buying). Other facets may also contribute.
An ad features a doctor explaining why a product is effective. What persuasive technique is being used?
Expert endorsement or authority — the doctor’s expertise is used to influence the audience.
An ad uses fear to show the consequences of texting while driving. Which message appeal is used, and what behaviour might it encourage?
Fear appeal; it may encourage safer driving behavior.
A luxury watch ad uses exclusive settings and imagery of success. Which association factor does this demonstrate?
Symbolism — the brand represents status, prestige or success.
A campaign uses a famous footballer to make a brand more attractive. Is the celebrity itself a facet?
No. Celebrity endorsement is a persuasive technique. Its effects may involve Persuasion, Emotion or Association, depending on the execution.
A skincare ad shows before-and-after results and claims the product improves confidence. Name one possible message appeal and one facet.
A rational or emotional appeal may be defensible depending on the execution. Cognition may be involved through comprehension of the benefit; Emotion may be involved through confidence.
Viewers remember seeing an ad but cannot remember what it said. Which two facets help explain this?
Perception is working through recognition, while cognition may be weak because recall of the message is poor.
A viewer sees an ad for the first time and immediately stops scrolling because of its unusual visuals. Which facet and factor are strongest?
Perception — selection and attention.
An ad shows someone enjoying a product, and viewers imagine themselves using it too. Which behaviour factor is this?
Mental rehearsal.
An ad catches attention through humour, but the brand is barely visible. Which facet may be strong, and which may be weak?
Perception may be strong because the ad attracts attention; Association may be weak because brand linkage is poor.
A campaign gets high views, strong positive comments and many shares, but no increase in purchases. Does this automatically mean the campaign failed? Explain.
No. It depends on the campaign objective. It may have succeeded at awareness or engagement but not achieved its conversion objective.
An ad shows a family reuniting during Ramadan and uses emotional music. Identify the message appeal and the facet it most directly targets.
Emotional appeal; Emotion, through feelings such as love, nostalgia and belonging.
A brand repeatedly uses the same jingle, and consumers automatically associate it with happy memories. Which association factor is at work?
Conditioned learning.
Consumers enjoy an ad but their attitude towards the brand does not change. Which facet may be weak
Persuasion — the ad may entertain without influencing attitudes or decisions.
An ad creates fear, explains the danger clearly and asks people to donate to a safety campaign. Identify the appeal and two facets involved.
Fear appeal; Emotion is involved through fear, while Behavior is involved through the requested donation.
A brand's ad is attractive and emotionally powerful, but viewers believe its claims are unrealistic. Which facet is likely being challenged?
Persuasion — the audience may not believe the message, so it may fail to influence attitudes or decisions.
A celebrity is memorable in an ad, but viewers cannot remember which brand they promoted. Which facet is weak, and why?
Association — specifically brand linkage. The celebrity attracts attention, but the message is not clearly connected to the brand.
An ad makes consumers realize they need a product, but they still do not understand how it works. Identify one strong cognition factor and one weak cognition factor.
Need is strong; comprehension is weak.
A customer tries a free sample, enjoys it and later buys the product. Which behaviour factor is demonstrated first, and which action follows?
Trial occurs first; buying follows. The experience may help move the consumer towards purchase.
A campaign is funny, memorable and widely shared, but consumers cannot explain the product benefit or identify the brand. Name TWO potentially weak facets and explain.
Cognition may be weak because comprehension is poor; Association may be weak because brand linkage is poor.
A campaign features a celebrity, uses humour, builds positive feelings and encourages app downloads. Identify at least THREE facets and explain why the same ad can involve multiple facets.
Perception (attention), Emotion (humour and positive feelings), Persuasion (influence) and Behaviour (downloads) are all possible. Facets describe different effects, so one ad can engage several.