Question 1

An advertisement that hints that sex is about to take place is using a ________ approach.

Accepted Answer

A)  sensuality 
B)  subliminal 
C)  sexual suggestiveness 
D)  nudity or partial nudity 
A)  sensuality 
B)  subliminal 
C)  sexual suggestiveness 
D)  nudity or partial nudity

Question 2

Comfort marketing is a form of cognitive message strategy that attempts to assure consumers that a branded product is a good value because it has stood the test of time.

Accepted Answer

A) True 
 B)False

Question 3

The cognitive impression made on viewers of a sexually-oriented ad depends on:

Accepted Answer

A)  the level of nudity in the ad. 
B)  the level of sensuality in the ad. 
C)  the type of product being advertised. 
D)  whether the viewer feels the advertisement is pleasant or offensive. 
A)  the level of nudity in the ad. 
B)  the level of sensuality in the ad. 
C)  the type of product being advertised. 
D)  whether the viewer feels the advertisement is pleasant or offensive.

Question 4

An executional framework is the manner in which an advertising appeal is presented.

Accepted Answer

A) True 
 B)False

Question 5

A hyperbole message strategy involves an explicit, testable claim of uniqueness or superiority.

Accepted Answer

A) True 
 B)False

Question 6

The cognitive impressions made on viewers of a sexually-oriented ad depend on whether viewers feel the advertisement is pleasant or offensive.

Accepted Answer

A) True 
 B)False

Question 7

An endorsement by Consumer Reports would typically be used in the ________ executional framework.

Accepted Answer

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

Question 8

In determining the level of sex appeal to use in an advertisement, it is important to consider:

Accepted Answer

A)  the amount of sexually-oriented advertising that is being used by competitors. 
B)  how decorative models are being used. 
C)  society's view and level of acceptance at the time the ad is to run. 
D)  the target audiences' view of sexuality. 
A)  the amount of sexually-oriented advertising that is being used by competitors. 
B)  how decorative models are being used. 
C)  society's view and level of acceptance at the time the ad is to run. 
D)  the target audiences' view of sexuality.

Question 9

To be successful, humor used in ads should be connected directly to the product's benefits.

Accepted Answer

A) True 
 B)False

Question 10

The advertising appeal is the primary tactic or approach used to deliver a message theme.

Accepted Answer

A) True 
 B)False

Question 11

Rotoscoping is a new, high-tech form of fantasy execution.

Accepted Answer

A) True 
 B)False

Question 12

Animation has become increasingly popular and is now used in business-to-business ads in addition to consumer ads.

Accepted Answer

A) True 
 B)False

Question 13

In terms of attitude formation, cognitive message strategies are designed to follow the sequence of cognitive → affective → conative.

Accepted Answer

A) True 
 B)False

Question 14

To provide protection from lawsuits, company leaders and advertisers must be sure that any claim made about the competition using a unique selling proposition message strategy approach can be clearly substantiated.

Accepted Answer

A) True 
 B)False

Question 15

Just as economies go through cycles, attitudes towards sex in advertising experiences cyclical changes.

Accepted Answer

A) True 
 B)False

Question 16

Ads using an informative executional framework are best suited for:

Accepted Answer

A)  conative message strategies. 
B)  high involvement purchase decisions. 
C)  slice-of-life executions. 
D)  brand image message strategies. 
A)  conative message strategies. 
B)  high involvement purchase decisions. 
C)  slice-of-life executions. 
D)  brand image message strategies.

Question 17

An advertisement designed to convince viewers that if they do not use a particular brand of deodorant, they will be social outcasts stresses the severity of a negative consequence in a fear appeal.

Accepted Answer

A) True 
 B)False

Question 18

Consumers often think comparative ads:

Accepted Answer

A)  are less believable. 
B)  are more believable. 
C)  contain accurate information. 
D)  develop more favorable attitudes toward the brand. 
A)  are less believable. 
B)  are more believable. 
C)  contain accurate information. 
D)  develop more favorable attitudes toward the brand.

Question 19

What are the various types of appeals that can be used in advertising and what is the primary benefit of each type?

Accepted Answer

• Fear - Increases a viewer's interest i

Question 20

In terms of source characteristics, CEOs score low on credibility.

Accepted Answer

A) True 
 B)False

An advertisement that hints that sex is about to take place is using a ________ approach.

Comfort marketing is a form of cognitive message strategy that attempts to assure consumers that a branded product is a good value because it has stood the test of time.

The cognitive impression made on viewers of a sexually-oriented ad depends on:

An executional framework is the manner in which an advertising appeal is presented.

A hyperbole message strategy involves an explicit, testable claim of uniqueness or superiority.

The cognitive impressions made on viewers of a sexually-oriented ad depend on whether viewers feel the advertisement is pleasant or offensive.

An endorsement by Consumer Reports would typically be used in the ________ executional framework.

In determining the level of sex appeal to use in an advertisement, it is important to consider:

To be successful, humor used in ads should be connected directly to the product's benefits.

The advertising appeal is the primary tactic or approach used to deliver a message theme.

Rotoscoping is a new, high-tech form of fantasy execution.

Animation has become increasingly popular and is now used in business-to-business ads in addition to consumer ads.

In terms of attitude formation, cognitive message strategies are designed to follow the sequence of cognitive → affective → conative.

To provide protection from lawsuits, company leaders and advertisers must be sure that any claim made about the competition using a unique selling proposition message strategy approach can be clearly substantiated.

Just as economies go through cycles, attitudes towards sex in advertising experiences cyclical changes.

Ads using an informative executional framework are best suited for:

An advertisement designed to convince viewers that if they do not use a particular brand of deodorant, they will be social outcasts stresses the severity of a negative consequence in a fear appeal.

Consumers often think comparative ads:

What are the various types of appeals that can be used in advertising and what is the primary benefit of each type?

In terms of source characteristics, CEOs score low on credibility.

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

An advertisement that hints that sex is about to take place is using a ________ approach.

Comfort marketing is a form of cognitive message strategy that attempts to assure consumers that a branded product is a good value because it has stood the test of time.

The cognitive impression made on viewers of a sexually-oriented ad depends on:

An executional framework is the manner in which an advertising appeal is presented.

A hyperbole message strategy involves an explicit, testable claim of uniqueness or superiority.

The cognitive impressions made on viewers of a sexually-oriented ad depend on whether viewers feel the advertisement is pleasant or offensive.

An endorsement by Consumer Reports would typically be used in the ________ executional framework.

In determining the level of sex appeal to use in an advertisement, it is important to consider:

To be successful, humor used in ads should be connected directly to the product's benefits.

The advertising appeal is the primary tactic or approach used to deliver a message theme.

Rotoscoping is a new, high-tech form of fantasy execution.

Animation has become increasingly popular and is now used in business-to-business ads in addition to consumer ads.

In terms of attitude formation, cognitive message strategies are designed to follow the sequence of cognitive → affective → conative.

To provide protection from lawsuits, company leaders and advertisers must be sure that any claim made about the competition using a unique selling proposition message strategy approach can be clearly substantiated.

Just as economies go through cycles, attitudes towards sex in advertising experiences cyclical changes.

Ads using an informative executional framework are best suited for:

An advertisement designed to convince viewers that if they do not use a particular brand of deodorant, they will be social outcasts stresses the severity of a negative consequence in a fear appeal.

Consumers often think comparative ads:

What are the various types of appeals that can be used in advertising and what is the primary benefit of each type?

In terms of source characteristics, CEOs score low on credibility.

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