Question 1

Name the five major forms of cognitive strategies.

Accepted Answer

1.Generic
2.Preempti

Question 2

Visual consistency combined with which feature can be a powerful approach to building effective advertising campaigns?

Accepted Answer

A)  campaign duration 
B)  simplicity 
C)  repeated taglines 
D)  identifiable selling point 
A)  campaign duration 
B)  simplicity 
C)  repeated taglines 
D)  identifiable selling point

Question 3

Rotoscoping is a new,high-tech form of animation.

Accepted Answer

A) True 
 B)False

Question 4

The major advantage of comparison ads is that they often capture the viewer's attention.

Accepted Answer

A) True 
 B)False

Question 5

Informative executions work best for high-involvement products.

Accepted Answer

A) True 
 B)False

Question 6

Dead-celebrity endorsements are often used in advertisements.According to Forbes,the dead-celebrity with the highest earnings is:

Accepted Answer

A)  Elvis Presley 
B)  Charles Schulz (creator of Peanuts cartoon strip) 
C)  Marilyn Monroe 
D)  Kurt Cobain 
A)  Elvis Presley 
B)  Charles Schulz (creator of Peanuts cartoon strip) 
C)  Marilyn Monroe 
D)  Kurt Cobain

Question 7

Authoritative executions are the most widely used in the:

Accepted Answer

A)  business-to-business sector 
B)  consumer sector 
C)  services sector 
D)  governmental sector 
A)  business-to-business sector 
B)  consumer sector 
C)  services sector 
D)  governmental sector

Question 8

The slice-of-life execution includes all of the following components,except:

Accepted Answer

A)  encounter 
B)  problem 
C)  testimonial 
D)  solution 
A)  encounter 
B)  problem 
C)  testimonial 
D)  solution

Question 9

Executional frameworks include animation,slice-of-life,dramatization,testimonial,authoritative,demonstration,fantasy,and informative.

Accepted Answer

A) True 
 B)False

Question 10

In developing comparative ads,which of the following tends to work the best?

Accepted Answer

A)  comparing a low-market share brand to another low-market share brand 
B)  comparing a low-market share brand to a market leader 
C)  comparing a market leader to a low-market share brand 
D)  comparing a market leader to another market leader 
A)  comparing a low-market share brand to another low-market share brand 
B)  comparing a low-market share brand to a market leader 
C)  comparing a market leader to a low-market share brand 
D)  comparing a market leader to another market leader

Question 11

The Pillsbury Dough Boy is an example of which type of which type of executional framework?

Accepted Answer

A)  animation 
B)  dramatization 
C)  testimonial 
D)  fantasy 
A)  animation 
B)  dramatization 
C)  testimonial 
D)  fantasy

Question 12

One major reason companies choose testimonial executions is that they offer a greater level of credibility,if the testimonies are by actual customers.

Accepted Answer

A) True 
 B)False

Question 13

Which type of message strategy attempts to elicit powerful emotions that eventually lead to product recall and choice?

Accepted Answer

A)  generic 
B)  cognitive 
C)  emotional 
D)  preemptive 
A)  generic 
B)  cognitive 
C)  emotional 
D)  preemptive

Question 14

Conative message strategies utilize an attitude formation sequence of:

Accepted Answer

A)  affective → conative → cognitive 
B)  conative → cognitive → affective 
C)  cognitive → conative → affective 
D)  affective → cognitive → conative 
A)  affective → conative → cognitive 
B)  conative → cognitive → affective 
C)  cognitive → conative → affective 
D)  affective → cognitive → conative

Question 15

Repeating a tag line is ineffective in advertising because the consumer becomes tired of hearing the phrase.

Accepted Answer

A) True 
 B)False

Question 16

A print advertisement for Bijan uses the picture of a typical grandmother with a testimony about the perfume and how her granddaughters now wear Bijan.This advertisement illustrates a testimonial execution with a(n):

Accepted Answer

A)  cognitive message strategy 
B)  affective message strategy 
C)  conative message strategy 
D)  brand message strategy 
A)  cognitive message strategy 
B)  affective message strategy 
C)  conative message strategy 
D)  brand message strategy

Question 17

The typical format for a slice-of-life ad is encounter,problem,interaction,and then solution.

Accepted Answer

A) True 
 B)False

Question 18

In the opening vignette about Dove,age-compression marketing referred to the marketing of products to

Accepted Answer

A)  young girls that will make them look older 
B)  older women that will make them look younger 
C)  young people 
D)  individuals whose purchase behavior does not match their chronological age 
A)  young girls that will make them look older 
B)  older women that will make them look younger 
C)  young people 
D)  individuals whose purchase behavior does not match their chronological age

Question 19

Which executional framework features someone telling about a positive encounter with a company or product?

Accepted Answer

A)  slice of life 
B)  dramatization 
C)  testimonial 
D)  fantasy 
A)  slice of life 
B)  dramatization 
C)  testimonial 
D)  fantasy

Question 20

In terms of spokespersons,expert sources would include each of the following,except:

Accepted Answer

A)  lawyers 
B)  CEOs of corporations 
C)  physicians 
D)  financial planners 
A)  lawyers 
B)  CEOs of corporations 
C)  physicians 
D)  financial planners

Name the five major forms of cognitive strategies.

Visual consistency combined with which feature can be a powerful approach to building effective advertising campaigns?

Rotoscoping is a new,high-tech form of animation.

The major advantage of comparison ads is that they often capture the viewer's attention.

Informative executions work best for high-involvement products.

Dead-celebrity endorsements are often used in advertisements.According to Forbes,the dead-celebrity with the highest earnings is:

Authoritative executions are the most widely used in the:

The slice-of-life execution includes all of the following components,except:

Executional frameworks include animation,slice-of-life,dramatization,testimonial,authoritative,demonstration,fantasy,and informative.

In developing comparative ads,which of the following tends to work the best?

The Pillsbury Dough Boy is an example of which type of which type of executional framework?

One major reason companies choose testimonial executions is that they offer a greater level of credibility,if the testimonies are by actual customers.

Which type of message strategy attempts to elicit powerful emotions that eventually lead to product recall and choice?

Conative message strategies utilize an attitude formation sequence of:

Repeating a tag line is ineffective in advertising because the consumer becomes tired of hearing the phrase.

A print advertisement for Bijan uses the picture of a typical grandmother with a testimony about the perfume and how her granddaughters now wear Bijan.This advertisement illustrates a testimonial execution with a(n):

The typical format for a slice-of-life ad is encounter,problem,interaction,and then solution.

In the opening vignette about Dove,age-compression marketing referred to the marketing of products to

Which executional framework features someone telling about a positive encounter with a company or product?

In terms of spokespersons,expert sources would include each of the following,except:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

Promotions Opportunity Analysis

Advertising Management

Advertising Design-Theoretical Frameworks and Types of Appeals

Traditional Media Channels

E-active Marketing

Alternative Marketing

Database and Direct Response Marketing

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters

Exam 7: Advertising Design-Message Strategies and Executional Frameworks

Name the five major forms of cognitive strategies.

Visual consistency combined with which feature can be a powerful approach to building effective advertising campaigns?

Rotoscoping is a new,high-tech form of animation.

The major advantage of comparison ads is that they often capture the viewer's attention.

Informative executions work best for high-involvement products.

Dead-celebrity endorsements are often used in advertisements.According to Forbes,the dead-celebrity with the highest earnings is:

Authoritative executions are the most widely used in the:

The slice-of-life execution includes all of the following components,except:

Executional frameworks include animation,slice-of-life,dramatization,testimonial,authoritative,demonstration,fantasy,and informative.

In developing comparative ads,which of the following tends to work the best?

The Pillsbury Dough Boy is an example of which type of which type of executional framework?

One major reason companies choose testimonial executions is that they offer a greater level of credibility,if the testimonies are by actual customers.

Which type of message strategy attempts to elicit powerful emotions that eventually lead to product recall and choice?

Conative message strategies utilize an attitude formation sequence of:

Repeating a tag line is ineffective in advertising because the consumer becomes tired of hearing the phrase.

A print advertisement for Bijan uses the picture of a typical grandmother with a testimony about the perfume and how her granddaughters now wear Bijan.This advertisement illustrates a testimonial execution with a(n):

The typical format for a slice-of-life ad is encounter,problem,interaction,and then solution.

In the opening vignette about Dove,age-compression marketing referred to the marketing of products to

Which executional framework features someone telling about a positive encounter with a company or product?

In terms of spokespersons,expert sources would include each of the following,except:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

Promotions Opportunity Analysis

Advertising Management

Advertising Design-Theoretical Frameworks and Types of Appeals

Traditional Media Channels

E-active Marketing

Alternative Marketing

Database and Direct Response Marketing

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters