Exam 6: Advertising Design

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

In a fear appeal, vulnerability is based on the likelihood or probability that a negative event will occur.

Although almost any type of appeal can be used to create an advertisement, it is the key responsibility of the marketer to make sure, to whatever degree possible, that the appeal is the right choice for the:

Of the following media, the best for using an emotional appeal is:

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

Resonance advertising attempts to connect a product with a consumer's past experiences and is a form of affective message strategy.

The ________ message strategy is most closely linked to emotions.

Pillsbury's cartoon character, the dough boy, is an example of which type of executional framework?

The primary benefit of using a scarcity appeal is that it:

The major advantage of comparison ads is that they are effective in capturing the viewer's attention.

An affective message strategy:

All of the following are types of executional frameworks except:

Name the executional frameworks advertisers can utilize.

In terms of music used in advertisements, the most common method is to use a song that has already been written or a jingle that already exists.

Sex appeals and nudity tend to increase attention to advertisements, but only for males.

A physician, dentist, engineer, or chemist endorsing a particular brand's advantages would typically be found in a slice-of-life execution.

Of the following products, the product that best fits a scarcity appeal would be:

A rational appeal is closely tied to the stages of visual and verbal imagining, moving viewers from the cognitive to the conative component of attitude.

In a television advertisement, Chris is about ready to lose a girlfriend because he did not purchase the right jewelry. A voice-over offers a solution, the jewelry is purchased at the advertised store and the girlfriend is now happy. This illustrates the ________ of executional framework.

Rational appeals are designed to capture a viewer's attention and foster an attachment between the consumer and the brand.