Exam 7: Advertising Design-Message Strategies and Executional Frameworks

Consumers rely on word-of-mouth communications when choosing services,which makes the authoritative executional framework work well.

Emotional advertising is based on feelings such as trust,reliability,friendship,happiness,and security.

A cognitive message strategy's main message is about a product's attributes or benefits.

A preemptive message is designed to display a product in comparison to the competition.

According to the concept of spontaneous trait transfer,when someone calls another person dishonest,other people tend to remember the speaker as also being less than honest.

The dramatization executional framework typically utilizes the fours steps of an encounter,a problem,the interaction,and then the solution.

Visual consistency is important in developing effective advertisements because:

When Crest is featured as a "cavity fighter" in its advertising competitors aren't likely to make the same claim.This is an example of which form of cognitive message strategy?

What is the difference between slice-of-life and dramatization?

Repeating the same ad does not always work,which has led advertisers to take advantage of the principle of variability theory.That means brand and ad recall are increased because the ad:

Showing someone enjoying an exotic experience would be which type of executional framework?

The cognitive message strategy approach that is most likely to require substantiation of claims to prevent potential lawsuits made would be:

Using the hierarchy of effects model to encourage the actual purchase of a product or brand,the best creative message strategies to use would be:

Affective message strategies take two major forms: emotional and hyperbole.

A business-to-business ad featuring a routine business experience,a problem,an interaction,and then a company's product that provides a solution is which form of executional framework?

The broad categories of message strategies include each of the following,except:

A negative comparison ad that leads to people not liking the sponsor brand may be due to:

In terms of attitude formation,the sequence being used with a cognitive message strategy is:

A unique selling proposition cognitive message strategy is a(n):

Rachel is an actress who plays the part of a housewife in a commercial for a new brand of furniture polish.For this type of ad,Rachel would be considered which type of endorser?