Exam 6: Advertising Design

While some evidence exists that humor may be universal, other research indicates that particular executions of humor appeals may not be universal and that humor is often based in one's culture.

A unique selling proposition strategy differs from a preemptive or generic approach in that the unique selling proposition is:

The particular type of appeal that should be used in an advertisement should be based on a review of the creative brief, the objective of the advertisement, and the means-end chain to be conveyed.

A description of how a search engine can help the website designer feel good about its website's ability to handle the e-commerce traffic is an example of an advertisement using a(n) ________ appeal.

One major reason companies choose testimonial executions is that they offer a greater level of credibility, when the testimonies are made by actual customers.

One reason for using typical persons as product endorsers is that they are more likely to possess at least some quantity of all of the source characteristics.

Of the following executional frameworks, which is least likely to be used in business-to-business ads?

The concept of spontaneous trait transference suggests that when someone calls another person dishonest, other people tend to remember the speaker as also being less than honest.

The fantasy executional framework relies on:

An advertisement by Philadelphia Cream Cheese encourages individuals to visit the brand's website and download free recipes. The ad uses the ________ message strategy.

The typical format for a animation ad is encounter, problem, interaction, and then solution.

The authoritative execution assumes consumers and business decision-makers rely on affective processes when making purchase decisions.

Showing someone enjoying an exotic experience-such as a beach in Florida-would be which type of executional framework?

Visual are more important than peripheral cues in developing effective emotional appeals.

Rational appeals are superior to other appeals in developing and changing attitudes and establishing brand beliefs when a consumer has a high level of interest in a product or brand.

One of the major keys to successfully using the informative execution is:

In a fear appeal, vulnerability is the degree of potential physical, social, or psychological harm that can occur.

Name the ways to present claims in authoritative executions.

Subliminal sexual messages are:

When Crest is featured as a "cavity fighter" in its advertising, competitors are not likely to make the same claim. This is an example of the ________ cognitive message strategy.