Question 1

In the hierarchy of effects model, affective message strategies would be most closely tied to which stage(s)?

Accepted Answer

A)  Awareness and knowledge 
B)  Liking, preference, and conviction 
C)  Actual purchase 
D)  Awareness and liking 
A)  Awareness and knowledge 
B)  Liking, preference, and conviction 
C)  Actual purchase 
D)  Awareness and liking

Question 2

The two types of affective message strategies are:

Accepted Answer

A)  emotional and hyperbole. 
B)  resonance and emotional. 
C)  preemptive and unique selling proposition. 
D)  affective and conative. 
A)  emotional and hyperbole. 
B)  resonance and emotional. 
C)  preemptive and unique selling proposition. 
D)  affective and conative.

Question 3

A conative message strategy is a presentation of rational arguments or pieces of information about a good or service.

Accepted Answer

A) True 
 B)False

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

Research indicates that humor will:

Accepted Answer

A)  capture a person's attention, but adversely affects recall of the product's benefits. 
B)  capture a person's attention, but interferes with brand recall. 
C)  cut through clutter if the humor is tied closely to the product's attributes. 
D)  elevate a person's mood, which will then be transferred to the product being advertised. 
A)  capture a person's attention, but adversely affects recall of the product's benefits. 
B)  capture a person's attention, but interferes with brand recall. 
C)  cut through clutter if the humor is tied closely to the product's attributes. 
D)  elevate a person's mood, which will then be transferred to the product being advertised.

Question 6

As a source characteristic, expertise can be valuable in persuasive advertisements designed to change the audience's opinions or attitudes.

Accepted Answer

A) True 
 B)False

Question 7

Celebrities normally score well in terms of similarity, believability, and likeability.

Accepted Answer

A) True 
 B)False

Question 8

Cognitive message strategies are a common approach to developing a strong brand name.

Accepted Answer

A) True 
 B)False

Question 9

Using songs from popular musicians is:

Accepted Answer

A)  popular because musicians seek greater exposure of their songs. 
B)  popular because the affinity for the song often transfers to the product. 
C)  not popular because the songs typically overwhelm the message. 
D)  not popular because people remember the musician and the song, not the message. 
A)  popular because musicians seek greater exposure of their songs. 
B)  popular because the affinity for the song often transfers to the product. 
C)  not popular because the songs typically overwhelm the message. 
D)  not popular because people remember the musician and the song, not the message.

Question 10

Typical person spokespeople do not have the name recognition of celebrities, and as a result, advertisers often use multiple sources within one advertisement to build credibility.

Accepted Answer

A) True 
 B)False

Question 11

Most advertisers believe that a ________ level of fear is most likely to succeed in an advertisement.

Accepted Answer

A)  low, non-threatening 
B)  moderate 
C)  high 
D)  severe 
A)  low, non-threatening 
B)  moderate 
C)  high 
D)  severe

Question 12

One major criticism of sexually-based advertising is that it perpetuates dissatisfaction with one's body. This is true for females, not males.

Accepted Answer

A) True 
 B)False

Question 13

Emotional appeals:

Accepted Answer

A)  have been used more frequently in business-to-business ads in the past decade. 
B)  are designed to evoke cognitive responses. 
C)  primarily describe product attributes. 
D)  are difficult to create on television. 
A)  have been used more frequently in business-to-business ads in the past decade. 
B)  are designed to evoke cognitive responses. 
C)  primarily describe product attributes. 
D)  are difficult to create on television.

Question 14

Which type of spokesperson is most likely to have all the source characteristics?

Accepted Answer

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

Question 15

Using a popular song in an advertisement:

Accepted Answer

A)  does not have as much of an effect as writing a new tune. 
B)  transfers the emotional affinity for the song to the product. 
C)  creates brand parity. 
D)  interferes with brand recall ability. 
A)  does not have as much of an effect as writing a new tune. 
B)  transfers the emotional affinity for the song to the product. 
C)  creates brand parity. 
D)  interferes with brand recall ability.

Question 16

Emotional appeals are not useful for business-to-business advertisements because they do not incorporate cognitive elements.

Accepted Answer

A) True 
 B)False

Question 17

Authoritative executions suggest buyers will be influenced by:

Accepted Answer

A)  testimonies from customers. 
B)  action-inducing offers. 
C)  rational thought. 
D)  emotions. 
A)  testimonies from customers. 
B)  action-inducing offers. 
C)  rational thought. 
D)  emotions.

Question 18

In terms of the use of humor internationally, it is:

Accepted Answer

A)  used less frequently in other countries. 
B)  usually based in one's culture. 
C)  normally transferable to other cultures. 
D)  equally effective in all cultures. 
A)  used less frequently in other countries. 
B)  usually based in one's culture. 
C)  normally transferable to other cultures. 
D)  equally effective in all cultures.

Question 19

Negative comparison ads may transfer negative feelings toward the sponsor's product.

Accepted Answer

A) True 
 B)False

Question 20

Television and print advertisements by Victoria's Secret models wearing only underwear use which type of sexual appeal?

Accepted Answer

A)  Subliminal technique 
B)  Nudity or partial nudity 
C)  Overt sexuality 
D)  Sexual suggestiveness 
A)  Subliminal technique 
B)  Nudity or partial nudity 
C)  Overt sexuality 
D)  Sexual suggestiveness

In the hierarchy of effects model, affective message strategies would be most closely tied to which stage(s)?

The two types of affective message strategies are:

A conative message strategy is a presentation of rational arguments or pieces of information about a good or service.

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

Research indicates that humor will:

As a source characteristic, expertise can be valuable in persuasive advertisements designed to change the audience's opinions or attitudes.

Celebrities normally score well in terms of similarity, believability, and likeability.

Cognitive message strategies are a common approach to developing a strong brand name.

Using songs from popular musicians is:

Typical person spokespeople do not have the name recognition of celebrities, and as a result, advertisers often use multiple sources within one advertisement to build credibility.

Most advertisers believe that a ________ level of fear is most likely to succeed in an advertisement.

One major criticism of sexually-based advertising is that it perpetuates dissatisfaction with one's body. This is true for females, not males.

Emotional appeals:

Which type of spokesperson is most likely to have all the source characteristics?

Using a popular song in an advertisement:

Emotional appeals are not useful for business-to-business advertisements because they do not incorporate cognitive elements.

Authoritative executions suggest buyers will be influenced by:

In terms of the use of humor internationally, it is:

Negative comparison ads may transfer negative feelings toward the sponsor's product.

Television and print advertisements by Victoria's Secret models wearing only underwear use which type of sexual appeal?

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

In the hierarchy of effects model, affective message strategies would be most closely tied to which stage(s)?

The two types of affective message strategies are:

A conative message strategy is a presentation of rational arguments or pieces of information about a good or service.

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

Research indicates that humor will:

As a source characteristic, expertise can be valuable in persuasive advertisements designed to change the audience's opinions or attitudes.

Celebrities normally score well in terms of similarity, believability, and likeability.

Cognitive message strategies are a common approach to developing a strong brand name.

Using songs from popular musicians is:

Typical person spokespeople do not have the name recognition of celebrities, and as a result, advertisers often use multiple sources within one advertisement to build credibility.

Most advertisers believe that a ________ level of fear is most likely to succeed in an advertisement.

One major criticism of sexually-based advertising is that it perpetuates dissatisfaction with one's body. This is true for females, not males.

Emotional appeals:

Which type of spokesperson is most likely to have all the source characteristics?

Using a popular song in an advertisement:

Emotional appeals are not useful for business-to-business advertisements because they do not incorporate cognitive elements.

Authoritative executions suggest buyers will be influenced by:

In terms of the use of humor internationally, it is:

Negative comparison ads may transfer negative feelings toward the sponsor's product.

Television and print advertisements by Victoria's Secret models wearing only underwear use which type of sexual appeal?

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