Question 1

A decorative model is a person who adorns a product as a sexual or attractive stimulus, but has nothing to actually do with the product.

Accepted Answer

A) True 
 B)False

Question 2

Scarcity appeals:

Accepted Answer

A)  only work in children's advertising because adults are aware of the ploy. 
B)  do not work for children because they cannot process the information. 
C)  urge consumers to buy a product because of some kind of limitation. 
D)  urge consumers to save money to buy the product later. 
A)  only work in children's advertising because adults are aware of the ploy. 
B)  do not work for children because they cannot process the information. 
C)  urge consumers to buy a product because of some kind of limitation. 
D)  urge consumers to save money to buy the product later.

Question 3

In terms of the relationship between message strategies and the hierarchy of effects model, affective message strategies are best suited to develop awareness, liking, and preference for a particular product or brand.

Accepted Answer

A) True 
 B)False

Question 4

Mr. Booth owns the local Ford dealership and recently filmed an advertisement where he talks about the deals consumers can obtain at his dealership. For this type of ad, Mr. Booth is A(n) ________ endorser.

Accepted Answer

A)  celebrity 
B)  CEO 
C)  expert 
D)  typical person 
A)  celebrity 
B)  CEO 
C)  expert 
D)  typical person

Question 5

Cognitive message strategies include generic messages, preemptive messages, hyperbole messages, resonance messages, and conative messages.

Accepted Answer

A) True 
 B)False

Question 6

Brand awareness, brand equity, and brand loyalty are more difficult to develop when consumers are already familiar with the music used in an advertisement than when a new song, music, or jingle is written.

Accepted Answer

A) True 
 B)False

Question 7

The most common themes for fantasy executions are sex, love, and romance.

Accepted Answer

A) True 
 B)False

Question 8

For some products, affective ads are an effective approach because there are no real tangible differences among brands.

Accepted Answer

A) True 
 B)False

Question 9

In recent years, the use of animation in advertising has:

Accepted Answer

A)  increased. 
B)  decreased. 
C)  stayed the same. 
D)  increased in the consumer market, but declined in the business-to-business sector. 
A)  increased. 
B)  decreased. 
C)  stayed the same. 
D)  increased in the consumer market, but declined in the business-to-business sector.

Question 10

The goal of a generic message strategy is to:

Accepted Answer

A)  increase brand loyalty. 
B)  persuade viewers of the brand's superiority. 
C)  make the brand synonymous with the product category. 
D)  preempt the competition from using a particular claim or benefit. 
A)  increase brand loyalty. 
B)  persuade viewers of the brand's superiority. 
C)  make the brand synonymous with the product category. 
D)  preempt the competition from using a particular claim or benefit.

Question 11

The types of sexually-oriented ads that will produce the highest level of physiological responses are:

Accepted Answer

A)  nudity and overt sexuality. 
B)  nudity and sexual suggestiveness. 
C)  sensuality and sexual suggestiveness. 
D)  nudity and partial nudity. 
A)  nudity and overt sexuality. 
B)  nudity and sexual suggestiveness. 
C)  sensuality and sexual suggestiveness. 
D)  nudity and partial nudity.

Question 12

Affective message strategies take two major forms: emotional and hyperbole.

Accepted Answer

A) True 
 B)False

Question 13

A hyperbole form of cognitive message strategy is a claim that can be tested based on some attribute or benefit.

Accepted Answer

A) True 
 B)False

Question 14

Comparative ads tend to be more believable and have a greater positive impact on consumer attitudes than other cognitive message strategies.

Accepted Answer

A) True 
 B)False

Question 15

Giving to a charity because the spokesperson in the ad is a Republican, and the viewer is also a Republican, is based on:

Accepted Answer

A)  likeability. 
B)  identification. 
C)  consistency. 
D)  empathy. 
A)  likeability. 
B)  identification. 
C)  consistency. 
D)  empathy.

Question 16

Severity and vulnerability are key elements in rational advertisements.

Accepted Answer

A) True 
 B)False

Question 17

A celebrity endorser is used in advertisements because his or her stamp of approval offers all of the following advantages except:

Accepted Answer

A)  enhances the product's brand equity. 
B)  enhances consumers' emotional bonds with the product. 
C)  aids in the establishment of a "personality" for a brand. 
D)  improves recall of brand benefits. 
A)  enhances the product's brand equity. 
B)  enhances consumers' emotional bonds with the product. 
C)  aids in the establishment of a "personality" for a brand. 
D)  improves recall of brand benefits.

Question 18

A cognitive message strategy:

Accepted Answer

A)  invokes feelings or emotions and matches these with the good, service, or company being advertised. 
B)  is the presentation of rational arguments or pieces of information to consumers. 
C)  is designed to lead more directly to some type of consumer behavior. 
D)  is the manner in which an ad appeal is presented. 
A)  invokes feelings or emotions and matches these with the good, service, or company being advertised. 
B)  is the presentation of rational arguments or pieces of information to consumers. 
C)  is designed to lead more directly to some type of consumer behavior. 
D)  is the manner in which an ad appeal is presented.

Question 19

New, emerging musical artists are now more receptive to the idea of using their songs in advertisements because they believe that using the songs will capture the kind of attention that will lead radio disc jockeys to play the song on the air.

Accepted Answer

A) True 
 B)False

Question 20

Identification is the ability of the audience to identify with the spokesperson in an ad and is derived from:

Accepted Answer

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

A decorative model is a person who adorns a product as a sexual or attractive stimulus, but has nothing to actually do with the product.

Scarcity appeals:

In terms of the relationship between message strategies and the hierarchy of effects model, affective message strategies are best suited to develop awareness, liking, and preference for a particular product or brand.

Mr. Booth owns the local Ford dealership and recently filmed an advertisement where he talks about the deals consumers can obtain at his dealership. For this type of ad, Mr. Booth is A(n) ________ endorser.

Cognitive message strategies include generic messages, preemptive messages, hyperbole messages, resonance messages, and conative messages.

Brand awareness, brand equity, and brand loyalty are more difficult to develop when consumers are already familiar with the music used in an advertisement than when a new song, music, or jingle is written.

The most common themes for fantasy executions are sex, love, and romance.

For some products, affective ads are an effective approach because there are no real tangible differences among brands.

In recent years, the use of animation in advertising has:

The goal of a generic message strategy is to:

The types of sexually-oriented ads that will produce the highest level of physiological responses are:

Affective message strategies take two major forms: emotional and hyperbole.

A hyperbole form of cognitive message strategy is a claim that can be tested based on some attribute or benefit.

Comparative ads tend to be more believable and have a greater positive impact on consumer attitudes than other cognitive message strategies.

Giving to a charity because the spokesperson in the ad is a Republican, and the viewer is also a Republican, is based on:

Severity and vulnerability are key elements in rational advertisements.

A celebrity endorser is used in advertisements because his or her stamp of approval offers all of the following advantages except:

A cognitive message strategy:

New, emerging musical artists are now more receptive to the idea of using their songs in advertisements because they believe that using the songs will capture the kind of attention that will lead radio disc jockeys to play the song on the air.

Identification is the ability of the audience to identify with the spokesperson in an ad and is derived from:

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

A decorative model is a person who adorns a product as a sexual or attractive stimulus, but has nothing to actually do with the product.

Scarcity appeals:

In terms of the relationship between message strategies and the hierarchy of effects model, affective message strategies are best suited to develop awareness, liking, and preference for a particular product or brand.

Mr. Booth owns the local Ford dealership and recently filmed an advertisement where he talks about the deals consumers can obtain at his dealership. For this type of ad, Mr. Booth is A(n) ________ endorser.

Cognitive message strategies include generic messages, preemptive messages, hyperbole messages, resonance messages, and conative messages.

Brand awareness, brand equity, and brand loyalty are more difficult to develop when consumers are already familiar with the music used in an advertisement than when a new song, music, or jingle is written.

The most common themes for fantasy executions are sex, love, and romance.

For some products, affective ads are an effective approach because there are no real tangible differences among brands.

In recent years, the use of animation in advertising has:

The goal of a generic message strategy is to:

The types of sexually-oriented ads that will produce the highest level of physiological responses are:

Affective message strategies take two major forms: emotional and hyperbole.

A hyperbole form of cognitive message strategy is a claim that can be tested based on some attribute or benefit.

Comparative ads tend to be more believable and have a greater positive impact on consumer attitudes than other cognitive message strategies.

Giving to a charity because the spokesperson in the ad is a Republican, and the viewer is also a Republican, is based on:

Severity and vulnerability are key elements in rational advertisements.

A celebrity endorser is used in advertisements because his or her stamp of approval offers all of the following advantages except:

A cognitive message strategy:

New, emerging musical artists are now more receptive to the idea of using their songs in advertisements because they believe that using the songs will capture the kind of attention that will lead radio disc jockeys to play the song on the air.

Identification is the ability of the audience to identify with the spokesperson in an ad and is derived from:

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