Question 1

Showing how Windex makes a dirty window sparkle would be the ________ executional framework.

Accepted Answer

A)  dramatization 
B)  testimonial 
C)  demonstration 
D)  illustrative 
A)  dramatization 
B)  testimonial 
C)  demonstration 
D)  illustrative

Question 2

Ads that were rated as highly controversial in terms of sexual content by both males and females:

Accepted Answer

A)  were also rated as most interesting. 
B)  had the lowest level of brand recall. 
C)  were the best at relaying product information. 
D)  produced the best results. 
A)  were also rated as most interesting. 
B)  had the lowest level of brand recall. 
C)  were the best at relaying product information. 
D)  produced the best results.

Question 3

The ________ cognitive message strategy is a direct promotion of a brand without any claim of superiority.

Accepted Answer

A)  generic 
B)  hyperbole 
C)  preemptive 
D)  brand 
A)  generic 
B)  hyperbole 
C)  preemptive 
D)  brand

Question 4

What are the major criticisms of sexuality in advertising?

Accepted Answer

• They are too overt and offen

Question 5

The ________ executional framework features someone expressing a positive experience 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 6

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 7

Humor overcomes clutter by:

Accepted Answer

A)  making the person laugh. 
B)  frequently repeating the company's name. 
C)  capturing attention. 
D)  making other products less memorable. 
A)  making the person laugh. 
B)  frequently repeating the company's name. 
C)  capturing attention. 
D)  making other products less memorable.

Question 8

In terms of a fear approach, one reason teenagers who smoke do not quit is because they are afraid they will lose their friends. The social aspect of their lives is more important than the health aspects. In their minds, losing their friends is the ________ component of the behavioral response model.

Accepted Answer

A)  intrinsic reward 
B)  severity 
C)  vulnerability 
D)  response cost 
A)  intrinsic reward 
B)  severity 
C)  vulnerability 
D)  response cost

Question 9

The appeal that has proven to be one of the most effective at cutting through clutter is:

Accepted Answer

A)  humor. 
B)  music. 
C)  sex. 
D)  fear. 
A)  humor. 
B)  music. 
C)  sex. 
D)  fear.

Question 10

Humor has proven to be one of the best appeals for cutting through advertising clutter.

Accepted Answer

A) True 
 B)False

Question 11

What are the two types of affective message strategies? Define both.

Accepted Answer

1. Resonance advertising conne

Question 12

While the slice-of-life execution is ideal for television, it also can be used in print advertisements.

Accepted Answer

A) True 
 B)False

Question 13

Rational appeals work best when:

Accepted Answer

A)  there is low involvement and the product is simple. 
B)  there is high involvement, but no emotion. 
C)  there is high involvement and the viewer is willing to pay attention to the ad. 
D)  they are related more to the product than the amount of involvement. 
A)  there is low involvement and the product is simple. 
B)  there is high involvement, but no emotion. 
C)  there is high involvement and the viewer is willing to pay attention to the ad. 
D)  they are related more to the product than the amount of involvement.

Question 14

Many authoritative executions include some type of scientific or survey support.

Accepted Answer

A) True 
 B)False

Question 15

Low levels of fear in an ad may not create feelings of severity or vulnerability.

Accepted Answer

A) True 
 B)False

Question 16

Typical person sources tend not to have high levels of credibility.

Accepted Answer

A) True 
 B)False

Question 17

Impulse buys are primarily linked to cognitive message strategies.

Accepted Answer

A) True 
 B)False

Question 18

A negative comparison ad that causes people to dislike the sponsor brand may be due to:

Accepted Answer

A)  the preemptive claim of superiority. 
B)  a generic demonstration of product quality. 
C)  spontaneous trait transference. 
D)  internal cognitive consistency. 
A)  the preemptive claim of superiority. 
B)  a generic demonstration of product quality. 
C)  spontaneous trait transference. 
D)  internal cognitive consistency.

Question 19

The slice-of-life execution is seldom used for business-to-business advertisements.

Accepted Answer

A) True 
 B)False

Question 20

When using the hierarchy of effects model to develop liking for a product or brand, the best creative message strategy to use would be:

Accepted Answer

A)  affective. 
B)  cognitive. 
C)  conative. 
D)  corporate. 
A)  affective. 
B)  cognitive. 
C)  conative. 
D)  corporate.

Showing how Windex makes a dirty window sparkle would be the ________ executional framework.

Ads that were rated as highly controversial in terms of sexual content by both males and females:

The ________ cognitive message strategy is a direct promotion of a brand without any claim of superiority.

What are the major criticisms of sexuality in advertising?

The ________ executional framework features someone expressing a positive experience with a company or product.

Conative message strategies utilize an attitude formation sequence of:

Humor overcomes clutter by:

The appeal that has proven to be one of the most effective at cutting through clutter is:

Humor has proven to be one of the best appeals for cutting through advertising clutter.

What are the two types of affective message strategies? Define both.

While the slice-of-life execution is ideal for television, it also can be used in print advertisements.

Rational appeals work best when:

Many authoritative executions include some type of scientific or survey support.

Low levels of fear in an ad may not create feelings of severity or vulnerability.

Typical person sources tend not to have high levels of credibility.

Impulse buys are primarily linked to cognitive message strategies.

A negative comparison ad that causes people to dislike the sponsor brand may be due to:

The slice-of-life execution is seldom used for business-to-business advertisements.

When using the hierarchy of effects model to develop liking for a product or brand, the best creative message strategy to use would be:

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

Showing how Windex makes a dirty window sparkle would be the ________ executional framework.

Ads that were rated as highly controversial in terms of sexual content by both males and females:

The ________ cognitive message strategy is a direct promotion of a brand without any claim of superiority.

What are the major criticisms of sexuality in advertising?

The ________ executional framework features someone expressing a positive experience with a company or product.

Conative message strategies utilize an attitude formation sequence of:

Humor overcomes clutter by:

The appeal that has proven to be one of the most effective at cutting through clutter is:

Humor has proven to be one of the best appeals for cutting through advertising clutter.

What are the two types of affective message strategies? Define both.

While the slice-of-life execution is ideal for television, it also can be used in print advertisements.

Rational appeals work best when:

Many authoritative executions include some type of scientific or survey support.

Low levels of fear in an ad may not create feelings of severity or vulnerability.

Typical person sources tend not to have high levels of credibility.

Impulse buys are primarily linked to cognitive message strategies.

A negative comparison ad that causes people to dislike the sponsor brand may be due to:

The slice-of-life execution is seldom used for business-to-business advertisements.

When using the hierarchy of effects model to develop liking for a product or brand, the best creative message strategy to use would be:

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