Question 1

Perfumes and colognes often rely on a demonstration form of executional framework, because they are easy to show in a positive light.

Accepted Answer

A) True 
 B)False  False

Question 2

The three categories of message strategies coincide with the three components of attitudes.

Accepted Answer

A) True 
 B)False  True

Question 3

When using a conative message strategy, the primary message is about a product's attributes or benefits.

Accepted Answer

A) True 
 B)False  False

Question 4

All of the following are types of appeals that can be used in designing ads except:

Accepted Answer

A)  music. 
B)  cognitive. 
C)  rationality. 
D)  emotion. 
A)  music. 
B)  cognitive. 
C)  rationality. 
D)  emotion.

Question 5

A business-to-business advertisement for Service Metrics about internet security shows a man blindfolded about to step into a manhole. The manhole illustrates the ________ component of the behavioral response model.

Accepted Answer

A)  severity 
B)  vulnerability 
C)  response cost 
D)  negative consequence 
A)  severity 
B)  vulnerability 
C)  response cost 
D)  negative consequence

Question 6

In the behavioral response model, discuss the concepts of severity, vulnerability and response efficacy.

Accepted Answer

Severity is the level of consequence fro

Question 7

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 8

What four types of sources or spokespersons can advertisers utilize?

Accepted Answer

• Celebrit

Question 9

When a viewer of an advertisement believes he or she can take action to prevent negative consequences by purchasing a product, the individual is exhibiting self-efficacy.

Accepted Answer

A) True 
 B)False

Question 10

Showing greasy potato chips versus Pringles is an example of a:

Accepted Answer

A)  preemptive claim of superiority. 
B)  generic demonstration of product quality. 
C)  negative comparison ad. 
D)  positive comparison ad. 
A)  preemptive claim of superiority. 
B)  generic demonstration of product quality. 
C)  negative comparison ad. 
D)  positive comparison ad.

Question 11

Informative executions work best for low-involvement products.

Accepted Answer

A) True 
 B)False

Question 12

In a recent Adweek Media and Harris Interactive survey, the majority of consumers, 55 percent, said advertisements were somewhat or very interesting.

Accepted Answer

A) True 
 B)False

Question 13

Presenting product facts in a straightforward manner is the ________ executional framework.

Accepted Answer

A)  testimonial 
B)  dramatization 
C)  slice-of-life 
D)  informative 
A)  testimonial 
B)  dramatization 
C)  slice-of-life 
D)  informative

Question 14

A hyperbole cognitive message strategy is a(n):

Accepted Answer

A)  claim of superiority based on a product's specific attribute or benefit, which cannot be made by a competitor. 
B)  direct promotion of product attributes or benefits without any claim of superiority. 
C)  explicit, testable claim of uniqueness or superiority that can be supported or substantiated in some manner. 
D)  untestable claim based upon some attribute or benefit. 
A)  claim of superiority based on a product's specific attribute or benefit, which cannot be made by a competitor. 
B)  direct promotion of product attributes or benefits without any claim of superiority. 
C)  explicit, testable claim of uniqueness or superiority that can be supported or substantiated in some manner. 
D)  untestable claim based upon some attribute or benefit.

Question 15

In terms of endorsers, celebrities and CEOs are not typically viewed as expert sources for product endorsements.

Accepted Answer

A) True 
 B)False

Question 16

A generic message is a direct promotion of a good or service without any claim of superiority.

Accepted Answer

A) True 
 B)False

Question 17

A fear level that is too high is impossible to create, because viewers have become immune to fear tactics in advertising.

Accepted Answer

A) True 
 B)False

Question 18

All of the following statements are true about sexually-oriented ads except sexually-oriented ads:

Accepted Answer

A)  increase the level of brand recall. 
B)  attract attention. 
C)  are rated as more interesting. 
D)  produce higher levels of physiological arousal responses. 
A)  increase the level of brand recall. 
B)  attract attention. 
C)  are rated as more interesting. 
D)  produce higher levels of physiological arousal responses.

Question 19

The three categories of message strategies are cognitive strategies, affective strategies, and brand strategies.

Accepted Answer

A) True 
 B)False

Question 20

An authoritative execution assumes that consumer and business decision makers rely on ________ when making purchase decisions.

Accepted Answer

A)  cognitive processes 
B)  affective feelings 
C)  impulse behaviors 
D)  authoritative sources of information 
A)  cognitive processes 
B)  affective feelings 
C)  impulse behaviors 
D)  authoritative sources of information

Perfumes and colognes often rely on a demonstration form of executional framework, because they are easy to show in a positive light.

The three categories of message strategies coincide with the three components of attitudes.

When using a conative message strategy, the primary message is about a product's attributes or benefits.

All of the following are types of appeals that can be used in designing ads except:

A business-to-business advertisement for Service Metrics about internet security shows a man blindfolded about to step into a manhole. The manhole illustrates the ________ component of the behavioral response model.

In the behavioral response model, discuss the concepts of severity, vulnerability and response efficacy.

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

What four types of sources or spokespersons can advertisers utilize?

When a viewer of an advertisement believes he or she can take action to prevent negative consequences by purchasing a product, the individual is exhibiting self-efficacy.

Showing greasy potato chips versus Pringles is an example of a:

Informative executions work best for low-involvement products.

In a recent Adweek Media and Harris Interactive survey, the majority of consumers, 55 percent, said advertisements were somewhat or very interesting.

Presenting product facts in a straightforward manner is the ________ executional framework.

A hyperbole cognitive message strategy is a(n):

In terms of endorsers, celebrities and CEOs are not typically viewed as expert sources for product endorsements.

A generic message is a direct promotion of a good or service without any claim of superiority.

A fear level that is too high is impossible to create, because viewers have become immune to fear tactics in advertising.

All of the following statements are true about sexually-oriented ads except sexually-oriented ads:

The three categories of message strategies are cognitive strategies, affective strategies, and brand strategies.

An authoritative execution assumes that consumer and business decision makers rely on ________ when making purchase decisions.

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Traditional Media Channels

Digital Marketing

Social Media

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters

Exam 6: Advertising Design

Perfumes and colognes often rely on a demonstration form of executional framework, because they are easy to show in a positive light.

The three categories of message strategies coincide with the three components of attitudes.

When using a conative message strategy, the primary message is about a product's attributes or benefits.

All of the following are types of appeals that can be used in designing ads except:

A business-to-business advertisement for Service Metrics about internet security shows a man blindfolded about to step into a manhole. The manhole illustrates the ________ component of the behavioral response model.

In the behavioral response model, discuss the concepts of severity, vulnerability and response efficacy.

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

What four types of sources or spokespersons can advertisers utilize?

When a viewer of an advertisement believes he or she can take action to prevent negative consequences by purchasing a product, the individual is exhibiting self-efficacy.

Showing greasy potato chips versus Pringles is an example of a:

Informative executions work best for low-involvement products.

In a recent Adweek Media and Harris Interactive survey, the majority of consumers, 55 percent, said advertisements were somewhat or very interesting.

Presenting product facts in a straightforward manner is the ________ executional framework.

A hyperbole cognitive message strategy is a(n):

In terms of endorsers, celebrities and CEOs are not typically viewed as expert sources for product endorsements.

A generic message is a direct promotion of a good or service without any claim of superiority.

A fear level that is too high is impossible to create, because viewers have become immune to fear tactics in advertising.

All of the following statements are true about sexually-oriented ads except sexually-oriented ads:

The three categories of message strategies are cognitive strategies, affective strategies, and brand strategies.

An authoritative execution assumes that consumer and business decision makers rely on ________ when making purchase decisions.

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Traditional Media Channels

Digital Marketing

Social Media

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters