Question 1

Rational appeals:

Accepted Answer

A)  match the traditional steps of the hierarchy of effects model. 
B)  often include some other type of appeal to gain attention. 
C)  are focused on brand image rather than product benefits. 
D)  are used more in consumer advertising than in business-to-business advertising. 
A)  match the traditional steps of the hierarchy of effects model. 
B)  often include some other type of appeal to gain attention. 
C)  are focused on brand image rather than product benefits. 
D)  are used more in consumer advertising than in business-to-business advertising.

Question 2

In terms of source characteristics, attractiveness consists of:

Accepted Answer

A)  physical characteristics of the spokesperson. 
B)  intelligence of the spokesperson. 
C)  both physical and personality characteristics of the spokesperson. 
D)  the expertise and likeability of the spokesperson. 
A)  physical characteristics of the spokesperson. 
B)  intelligence of the spokesperson. 
C)  both physical and personality characteristics of the spokesperson. 
D)  the expertise and likeability of the spokesperson.

Question 3

As a source characteristic, similarity is the degree of confidence or the level of acceptance consumers place in a spokesperson's message.

Accepted Answer

A) True 
 B)False

Question 4

The largest number of complaints that the FTC hears about potentially misleading advertisements are ads using the hyperbole message strategy approach.

Accepted Answer

A) True 
 B)False

Question 5

When Sprint advertising says "our reception is better than Verizon's," it is a form of negative comparison.

Accepted Answer

A) True 
 B)False

Question 6

The primary tactic or approach used to deliver a message theme is a:

Accepted Answer

A)  message identification. 
B)  message strategy. 
C)  cognitive message. 
D)  generic message. 
A)  message identification. 
B)  message strategy. 
C)  cognitive message. 
D)  generic message.

Question 7

Each of the following statements about the use of decorative models is true except:

Accepted Answer

A)  the presence of a decorative model improves ad recognition, but not brand recognition. 
B)  attractive models produce higher levels of attention than do less attractive models. 
C)  the presence of an attractive model produces higher purchase intentions for any type of product. 
D)  the presence of a decorative model influences the affective component of attitude. 
A)  the presence of a decorative model improves ad recognition, but not brand recognition. 
B)  attractive models produce higher levels of attention than do less attractive models. 
C)  the presence of an attractive model produces higher purchase intentions for any type of product. 
D)  the presence of a decorative model influences the affective component of attitude.

Question 8

Which type of executional framework seeks to convince buyers that a given product is superior through employing some type of expert or evidence?

Accepted Answer

A)  Dramatization 
B)  Ideological 
C)  Authoritative 
D)  Fantasy 
A)  Dramatization 
B)  Ideological 
C)  Authoritative 
D)  Fantasy

Question 9

The ________ cognitive message strategy works best for a firm that is clearly the brand leader and the dominant company in the industry.

Accepted Answer

A)  generic 
B)  preemptive 
C)  unique selling proposition 
D)  hyperbole 
A)  generic 
B)  preemptive 
C)  unique selling proposition 
D)  hyperbole

Question 10

Dr. Locke has been paid to appear in an advertisement to endorse a new brand of anti-inflammatory cream for muscle aches. For this type of ad, Dr. Locke is which type of endorser?

Accepted Answer

A)  Celebrity 
B)  CEO 
C)  Expert 
D)  Typical person 
A)  Celebrity 
B)  CEO 
C)  Expert 
D)  Typical person

Question 11

Humor is a rarely-used form of advertising appeal.

Accepted Answer

A) True 
 B)False

Question 12

The generic 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 13

Which organization is most likely to investigate comparative advertising complaints?

Accepted Answer

A)  Federal Trade Commission 
B)  World Trade Organization 
C)  Congress 
D)  U.S. Postal Service 
A)  Federal Trade Commission 
B)  World Trade Organization 
C)  Congress 
D)  U.S. Postal Service

Question 14

A dessert that is promoted as being "sinfully delicious" with a person sitting on a sandy beach is using the ________ execution.

Accepted Answer

A)  resonance 
B)  slice-of-life 
C)  fantasy 
D)  hyperbole 
A)  resonance 
B)  slice-of-life 
C)  fantasy 
D)  hyperbole

Question 15

Business-to-business ads have tended to use rational advertising appeals almost exclusively. In recent years, there has been a move to use more ________ appeals.

Accepted Answer

A)  sex 
B)  emotional 
C)  fear 
D)  scarcity 
A)  sex 
B)  emotional 
C)  fear 
D)  scarcity

Question 16

Many creatives view emotional advertising as the key to developing brand loyalty.

Accepted Answer

A) True 
 B)False

Question 17

If a product's benefits can be presented within an emotional framework, the advertisement is normally more effective, even in business-to-business advertisements.

Accepted Answer

A) True 
 B)False

Question 18

The testimonial execution is effective, especially with services, because it simulates:

Accepted Answer

A)  a fantasy. 
B)  negative likeability. 
C)  a word-of-mouth recommendation. 
D)  visual Esperanto. 
A)  a fantasy. 
B)  negative likeability. 
C)  a word-of-mouth recommendation. 
D)  visual Esperanto.

Question 19

Authoritative executions are the most widely used in the ________ sector.

Accepted Answer

A)  business-to-business 
B)  consumer 
C)  services 
D)  governmental 
A)  business-to-business 
B)  consumer 
C)  services 
D)  governmental

Question 20

Truly subliminal sexual messages are highly effective advertising techniques.

Accepted Answer

A) True 
 B)False

Rational appeals:

In terms of source characteristics, attractiveness consists of:

As a source characteristic, similarity is the degree of confidence or the level of acceptance consumers place in a spokesperson's message.

The largest number of complaints that the FTC hears about potentially misleading advertisements are ads using the hyperbole message strategy approach.

When Sprint advertising says "our reception is better than Verizon's," it is a form of negative comparison.

The primary tactic or approach used to deliver a message theme is a:

Each of the following statements about the use of decorative models is true except:

Which type of executional framework seeks to convince buyers that a given product is superior through employing some type of expert or evidence?

The ________ cognitive message strategy works best for a firm that is clearly the brand leader and the dominant company in the industry.

Dr. Locke has been paid to appear in an advertisement to endorse a new brand of anti-inflammatory cream for muscle aches. For this type of ad, Dr. Locke is which type of endorser?

Humor is a rarely-used form of advertising appeal.

The generic cognitive message strategy is a(n):

Which organization is most likely to investigate comparative advertising complaints?

A dessert that is promoted as being "sinfully delicious" with a person sitting on a sandy beach is using the ________ execution.

Business-to-business ads have tended to use rational advertising appeals almost exclusively. In recent years, there has been a move to use more ________ appeals.

Many creatives view emotional advertising as the key to developing brand loyalty.

If a product's benefits can be presented within an emotional framework, the advertisement is normally more effective, even in business-to-business advertisements.

The testimonial execution is effective, especially with services, because it simulates:

Authoritative executions are the most widely used in the ________ sector.

Truly subliminal sexual messages are highly effective advertising techniques.

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

Rational appeals:

In terms of source characteristics, attractiveness consists of:

As a source characteristic, similarity is the degree of confidence or the level of acceptance consumers place in a spokesperson's message.

The largest number of complaints that the FTC hears about potentially misleading advertisements are ads using the hyperbole message strategy approach.

When Sprint advertising says "our reception is better than Verizon's," it is a form of negative comparison.

The primary tactic or approach used to deliver a message theme is a:

Each of the following statements about the use of decorative models is true except:

Which type of executional framework seeks to convince buyers that a given product is superior through employing some type of expert or evidence?

The ________ cognitive message strategy works best for a firm that is clearly the brand leader and the dominant company in the industry.

Dr. Locke has been paid to appear in an advertisement to endorse a new brand of anti-inflammatory cream for muscle aches. For this type of ad, Dr. Locke is which type of endorser?

Humor is a rarely-used form of advertising appeal.

The generic cognitive message strategy is a(n):

Which organization is most likely to investigate comparative advertising complaints?

A dessert that is promoted as being "sinfully delicious" with a person sitting on a sandy beach is using the ________ execution.

Business-to-business ads have tended to use rational advertising appeals almost exclusively. In recent years, there has been a move to use more ________ appeals.

Many creatives view emotional advertising as the key to developing brand loyalty.

If a product's benefits can be presented within an emotional framework, the advertisement is normally more effective, even in business-to-business advertisements.

The testimonial execution is effective, especially with services, because it simulates:

Authoritative executions are the most widely used in the ________ sector.

Truly subliminal sexual messages are highly effective advertising techniques.

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