Question

1a. T/F Advertisers have only fractions of a second to grab the attention of consumers.

Group of answer choices

1b. T/F Attention is the act of focusing the senses on external messages or stimuli.

1c. T/F Consumers consciously or unconsciously favor lots of messages.

1d. T/F Using shock appeal is a relatively low-risk way to gain the attention of consumers.

1e. T/F Advertising copy should use imagery and abstract concepts to show consumers the benefits of products.

Answer 1

1a) True

The consumer’s span of attention is very low. In order to grab the attention, advertisers only have fraction of seconds. Hence, the advertisement must be catchy and should draw attention immediately of the viewers

1b) False

Attention is a scenario wherein person is able to block all internal and external messages which are unwanted. Example of external messages are noise or other visual display which may distract attention

1c) False

The consumer should not experience information overload else the core message or purpose may get missed out in the communication. So, advertiser must focus on key message from the communication

1d) False

Shock appeal is a high risk way to gain the attention of the consumers as there are chances that people may get offended by the message. So, organizations must be conscious before raising such a message