Question 1

Which message strategy is designed to trigger impulse buys?

Accepted Answer

A)  Unique selling proposition 
B)  Resonance 
C)  Affective 
D)  Conative 
A)  Unique selling proposition 
B)  Resonance 
C)  Affective 
D)  Conative

Question 2

Print media and television offer the best outlets for rational appeals.

Accepted Answer

A) True 
 B)False

Question 3

Cognitive message strategies are designed to invoke feelings and emotions and match them to a good, service, or company.

Accepted Answer

A) True 
 B)False

Question 4

Britney really liked the advertisement by Saturn that featured an elementary school teacher, primarily because Britney is also an elementary school teacher. This identification with the spokesperson by Britney is an example of the concept of:

Accepted Answer

A)  attractiveness. 
B)  similarity. 
C)  likeability. 
D)  trustworthiness. 
A)  attractiveness. 
B)  similarity. 
C)  likeability. 
D)  trustworthiness.

Question 5

When a product solves an everyday life problem, the executional framework being used in the ad is most likely:

Accepted Answer

A)  slice-of-life. 
B)  authoritative. 
C)  fantasy. 
D)  informative. 
A)  slice-of-life. 
B)  authoritative. 
C)  fantasy. 
D)  informative.

Question 6

In general, comparing a low-market share brand to the market leader does not work as well in comparative advertising as comparing two brands with approximately the same level of market share.

Accepted Answer

A) True 
 B)False

Question 7

The authoritative execution works especially well in specialty magazines and trade journals.

Accepted Answer

A) True 
 B)False

Question 8

When an accountant serves as a spokesperson in an advertisement for an accounting service, viewers who are also accountants find the ad to be more credible based on:

Accepted Answer

A)  attractiveness. 
B)  similarity. 
C)  likeability. 
D)  persuasiveness. 
A)  attractiveness. 
B)  similarity. 
C)  likeability. 
D)  persuasiveness.

Question 9

Women tend to respond more favorably to the use of overt sexuality in advertisements than they do to the use of sensuality.

Accepted Answer

A) True 
 B)False

Question 10

The manner in which an advertising appeal is presented and a message strategy is conveyed is the:

Accepted Answer

A)  source methodology. 
B)  rational approach. 
C)  conative message strategy. 
D)  executional framework. 
A)  source methodology. 
B)  rational approach. 
C)  conative message strategy. 
D)  executional framework.

Question 11

To be successful, the funniness in a humor appeal should be:

Accepted Answer

A)  directed at the target audience of the ad. 
B)  of a low level since humor that is too heavy tends to interfere with message recall. 
C)  directed to the audience's value system. 
D)  connected directly to the product's benefits. 
A)  directed at the target audience of the ad. 
B)  of a low level since humor that is too heavy tends to interfere with message recall. 
C)  directed to the audience's value system. 
D)  connected directly to the product's benefits.

Question 12

The component of a slice-of-life execution that follows the encounter is the:

Accepted Answer

A)  interaction. 
B)  problem. 
C)  information presentation. 
D)  solution. 
A)  interaction. 
B)  problem. 
C)  information presentation. 
D)  solution.

Question 13

In an advertisement for the Weight Center, Casey talks about the weight she lost and how good the employees were to her. This is an example of the ________ executional framework.

Accepted Answer

A)  dramatization 
B)  testimonial 
C)  authoritative 
D)  informative 
A)  dramatization 
B)  testimonial 
C)  authoritative 
D)  informative

Question 14

Emotional appeals are popular because:

Accepted Answer

A)  they are better at getting a viewer's attention than humor or sexuality. 
B)  rational appeals are often ignored. 
C)  they emphasize product features. 
D)  they often contain subliminal messages. 
A)  they are better at getting a viewer's attention than humor or sexuality. 
B)  rational appeals are often ignored. 
C)  they emphasize product features. 
D)  they often contain subliminal messages.

Question 15

Scarcity appeals are designed to build brand awareness and lead to positive attitudes toward the brand.

Accepted Answer

A) True 
 B)False

Question 16

Music can be intrusive, which means it will:

Accepted Answer

A)  capture the attention of someone who previously was not listening or watching a program. 
B)  be the most important aspect of an advertisement. 
C)  be effective if the listener recognizes the tune. 
D)  lead to a greater level of brand recall and create positive emotions in listeners. 
A)  capture the attention of someone who previously was not listening or watching a program. 
B)  be the most important aspect of an advertisement. 
C)  be effective if the listener recognizes the tune. 
D)  lead to a greater level of brand recall and create positive emotions in listeners.

Question 17

Rational appeals are most effective when consumers have low levels of involvement, but are willing to pay attention to the ad.

Accepted Answer

A) True 
 B)False

Question 18

According to a survey by Adweek Media and Harris Interactive, 55 percent of consumers said ads were:

Accepted Answer

A)  somewhat or very interesting. 
B)  not interesting. 
C)  very influential in their purchase decisions. 
D)  somewhat influential in their purchase decisions. 
A)  somewhat or very interesting. 
B)  not interesting. 
C)  very influential in their purchase decisions. 
D)  somewhat influential in their purchase decisions.

Question 19

Wishing to think and act rich like the spokesperson in an advertisement, is a form of:

Accepted Answer

A)  empathy. 
B)  intent to purchase. 
C)  identification. 
D)  attractiveness. 
A)  empathy. 
B)  intent to purchase. 
C)  identification. 
D)  attractiveness.

Question 20

In terms of using a sex appeal, many advertisers are shifting to:

Accepted Answer

A)  subliminal advertising techniques. 
B)  nudity and partial nudity. 
C)  subtle sexual cues, suggestions, and innuendos. 
D)  overt sexual themes. 
A)  subliminal advertising techniques. 
B)  nudity and partial nudity. 
C)  subtle sexual cues, suggestions, and innuendos. 
D)  overt sexual themes.

Which message strategy is designed to trigger impulse buys?

Print media and television offer the best outlets for rational appeals.

Cognitive message strategies are designed to invoke feelings and emotions and match them to a good, service, or company.

Britney really liked the advertisement by Saturn that featured an elementary school teacher, primarily because Britney is also an elementary school teacher. This identification with the spokesperson by Britney is an example of the concept of:

When a product solves an everyday life problem, the executional framework being used in the ad is most likely:

In general, comparing a low-market share brand to the market leader does not work as well in comparative advertising as comparing two brands with approximately the same level of market share.

The authoritative execution works especially well in specialty magazines and trade journals.

When an accountant serves as a spokesperson in an advertisement for an accounting service, viewers who are also accountants find the ad to be more credible based on:

Women tend to respond more favorably to the use of overt sexuality in advertisements than they do to the use of sensuality.

The manner in which an advertising appeal is presented and a message strategy is conveyed is the:

To be successful, the funniness in a humor appeal should be:

The component of a slice-of-life execution that follows the encounter is the:

In an advertisement for the Weight Center, Casey talks about the weight she lost and how good the employees were to her. This is an example of the ________ executional framework.

Emotional appeals are popular because:

Scarcity appeals are designed to build brand awareness and lead to positive attitudes toward the brand.

Music can be intrusive, which means it will:

Rational appeals are most effective when consumers have low levels of involvement, but are willing to pay attention to the ad.

According to a survey by Adweek Media and Harris Interactive, 55 percent of consumers said ads were:

Wishing to think and act rich like the spokesperson in an advertisement, is a form of:

In terms of using a sex appeal, many advertisers are shifting to:

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

Which message strategy is designed to trigger impulse buys?

Print media and television offer the best outlets for rational appeals.

Cognitive message strategies are designed to invoke feelings and emotions and match them to a good, service, or company.

Britney really liked the advertisement by Saturn that featured an elementary school teacher, primarily because Britney is also an elementary school teacher. This identification with the spokesperson by Britney is an example of the concept of:

When a product solves an everyday life problem, the executional framework being used in the ad is most likely:

In general, comparing a low-market share brand to the market leader does not work as well in comparative advertising as comparing two brands with approximately the same level of market share.

The authoritative execution works especially well in specialty magazines and trade journals.

When an accountant serves as a spokesperson in an advertisement for an accounting service, viewers who are also accountants find the ad to be more credible based on:

Women tend to respond more favorably to the use of overt sexuality in advertisements than they do to the use of sensuality.

The manner in which an advertising appeal is presented and a message strategy is conveyed is the:

To be successful, the funniness in a humor appeal should be:

The component of a slice-of-life execution that follows the encounter is the:

In an advertisement for the Weight Center, Casey talks about the weight she lost and how good the employees were to her. This is an example of the ________ executional framework.

Emotional appeals are popular because:

Scarcity appeals are designed to build brand awareness and lead to positive attitudes toward the brand.

Music can be intrusive, which means it will:

Rational appeals are most effective when consumers have low levels of involvement, but are willing to pay attention to the ad.

According to a survey by Adweek Media and Harris Interactive, 55 percent of consumers said ads were:

Wishing to think and act rich like the spokesperson in an advertisement, is a form of:

In terms of using a sex appeal, many advertisers are shifting to:

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