Exam 6: Advertising Design

An ad that is targeted toward stay-at-home moms, which begins with this phrase, "Since I stopped working, I have more time for my kids," emphasizes:

Nudity and partial nudity in advertisements are most effective when the product has some form of sexual connotation.

The potential for negative publicity caused by inappropriate actions of celebrities has led some advertisers to use deceased celebrities.

Humor causes consumers to watch, laugh, and, most importantly:

The "Soup is Good Food" tagline used by Campbell's Soup is an example of hyperbole in advertising.

The process of digitally painting or sketching figures into live television sequences is called:

In determining the level of sex appeal to use in an advertisement, it is important to consider society's view and level of acceptance at the time the ad is to run.

An advertisement featuring a fear appeal that suggests a person will feel good about losing weight is an example of highlighting extrinsic rewards.

In terms of source characteristics, attractiveness has two components: physical attractiveness and social attractiveness.

Humor causes consumers to watch, laugh, and, most important, respond with an immediate purchase.

One danger of using a CEO or other prominent official of a corporation is that the person may not possess the source characteristics of:

Rachel is an actress who plays the part of a housewife in a commercial for a new brand of furniture polish. For this type of ad, Rachel would be considered which type of endorser?

Which message strategy is a claim of superiority based on a product's specific attribute or benefit that cannot then be used by a competitor?

The appeal that often wins awards and tends to be favored among consumers is:

For products with no real tangible differences among the various brands, which message strategy is best at developing positive feelings toward a particular brand?

Using typical persons and CEOs as spokespeople in ads are difficult because they:

If an advertisement highlights the benefits of a local bank using a rationale argument, then it is using a cognitive message strategy.

Ads work better if the audience can identify with the spokesperson in the ad.

What roles can music play in advertisements?

Celebrity endorsers are used for ads because their stamp of approval on a product can enhance the product's brand equity and create emotional bonds between the consumers and the brand being endorsed.