Question 1

Generic message strategies are not used in business-to-business advertisements, because few firms dominate an industry.

Accepted Answer

A) True 
 B)False

Question 2

Using sensuality as a type of sex appeal in advertising:

Accepted Answer

A)  requires both visual and verbal cues. 
B)  requires viewer imagination. 
C)  is based on subliminal cues. 
D)  works only with female viewers since they are more romantic than men. 
A)  requires both visual and verbal cues. 
B)  requires viewer imagination. 
C)  is based on subliminal cues. 
D)  works only with female viewers since they are more romantic than men.

Question 3

When humor in an ad is remembered, the product or brand is almost always easily recalled.

Accepted Answer

A) True 
 B)False

Question 4

The key to a testimonial execution is:

Accepted Answer

A)  likeability. 
B)  negative likeability. 
C)  credibility. 
D)  visual consistency. 
A)  likeability. 
B)  negative likeability. 
C)  credibility. 
D)  visual consistency.

Question 5

A unique selling proposition does not require support or substantiation although the claims made could be tested or substantiated in some manner.

Accepted Answer

A) True 
 B)False

Question 6

Of the following types of celebrity endorsements, the one that would have the greatest level of credibility would be:

Accepted Answer

A)  a celebrity endorsing a brand in a television show. 
B)  a celebrity voice-over in a radio ad. 
C)  an unpaid celebrity speaking on behalf of some charity or nonprofit organization. 
D)  a dead-person endorsement of a particular brand. 
A)  a celebrity endorsing a brand in a television show. 
B)  a celebrity voice-over in a radio ad. 
C)  an unpaid celebrity speaking on behalf of some charity or nonprofit organization. 
D)  a dead-person endorsement of a particular brand.

Question 7

Conative message strategies utilize the attitude formation sequence of conative → cognitive → affective.

Accepted Answer

A) True 
 B)False

Question 8

One danger is using celebrities as spokespersons is that their endorsement of too many products tarnishes:

Accepted Answer

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

Question 9

The underlying principle for using more emotional appeals in business-to-business advertising is that emotions can be a part of every type of decision, even in the business-to-business environment.

Accepted Answer

A) True 
 B)False

Question 10

Controversial sexual ads are interesting to viewers, but sometimes fail to transmit key information to viewers.

Accepted Answer

A) True 
 B)False

Question 11

Demonstration ads are well suited to print ads because the actual product features can be clearly shown.

Accepted Answer

A) True 
 B)False

Question 12

The mcgarrybowen advertising agency bases its work on storytelling, along with marketing research.

Accepted Answer

A) True 
 B)False

Question 13

The ________ message strategy has the goal of creating an impact on a person's beliefs or knowledge structure.

Accepted Answer

A)  affective 
B)  conative 
C)  cognitive 
D)  resonance 
A)  affective 
B)  conative 
C)  cognitive 
D)  resonance

Question 14

In the hierarchy of effects model, cognitive 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)  Knowledge and preference 
A)  Awareness and knowledge 
B)  Liking, preference, and conviction 
C)  Actual purchase 
D)  Knowledge and preference

Question 15

Describe the sequence that occurs when a humorous ad is successful.

Accepted Answer

1. The consumer watches
2. Lau

Question 16

In terms of attitude formation, the sequence being used with a cognitive message strategy is:

Accepted Answer

A)  affective → conative → cognitive. 
B)  conative → cognitive → affective. 
C)  cognitive → conative → affective. 
D)  cognitive → affective → conative. 
A)  affective → conative → cognitive. 
B)  conative → cognitive → affective. 
C)  cognitive → conative → affective. 
D)  cognitive → affective → conative.

Question 17

A nude male on a calendar for household furniture is a(n):

Accepted Answer

A)  source or spokesperson. 
B)  decorative model. 
C)  example of subliminal advertising. 
D)  example of overt sexuality. 
A)  source or spokesperson. 
B)  decorative model. 
C)  example of subliminal advertising. 
D)  example of overt sexuality.

Question 18

Emotional appeals are based on each of the following ideas except:

Accepted Answer

A)  humor and sex appeals are being overused and therefore not as effective as in the past. 
B)  consumers ignore most advertisements. 
C)  rational appeals go unnoticed unless the consumer is in the market for the particular product at the time it is advertised. 
D)  emotional advertising can capture a person's attention and foster an attachment between the consumer and the brand. 
A)  humor and sex appeals are being overused and therefore not as effective as in the past. 
B)  consumers ignore most advertisements. 
C)  rational appeals go unnoticed unless the consumer is in the market for the particular product at the time it is advertised. 
D)  emotional advertising can capture a person's attention and foster an attachment between the consumer and the brand.

Question 19

Sexually-oriented ads attract attention and brand recall is higher than for ads using some other type of appeal.

Accepted Answer

A) True 
 B)False

Question 20

A physician endorsing a specific brand of medicine would have a high level of:

Accepted Answer

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

Generic message strategies are not used in business-to-business advertisements, because few firms dominate an industry.

Using sensuality as a type of sex appeal in advertising:

When humor in an ad is remembered, the product or brand is almost always easily recalled.

The key to a testimonial execution is:

A unique selling proposition does not require support or substantiation although the claims made could be tested or substantiated in some manner.

Of the following types of celebrity endorsements, the one that would have the greatest level of credibility would be:

Conative message strategies utilize the attitude formation sequence of conative → cognitive → affective.

One danger is using celebrities as spokespersons is that their endorsement of too many products tarnishes:

The underlying principle for using more emotional appeals in business-to-business advertising is that emotions can be a part of every type of decision, even in the business-to-business environment.

Controversial sexual ads are interesting to viewers, but sometimes fail to transmit key information to viewers.

Demonstration ads are well suited to print ads because the actual product features can be clearly shown.

The mcgarrybowen advertising agency bases its work on storytelling, along with marketing research.

The ________ message strategy has the goal of creating an impact on a person's beliefs or knowledge structure.

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

Describe the sequence that occurs when a humorous ad is successful.

In terms of attitude formation, the sequence being used with a cognitive message strategy is:

A nude male on a calendar for household furniture is a(n):

Emotional appeals are based on each of the following ideas except:

Sexually-oriented ads attract attention and brand recall is higher than for ads using some other type of appeal.

A physician endorsing a specific brand of medicine would have a high level of:

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

Generic message strategies are not used in business-to-business advertisements, because few firms dominate an industry.

Using sensuality as a type of sex appeal in advertising:

When humor in an ad is remembered, the product or brand is almost always easily recalled.

The key to a testimonial execution is:

A unique selling proposition does not require support or substantiation although the claims made could be tested or substantiated in some manner.

Of the following types of celebrity endorsements, the one that would have the greatest level of credibility would be:

Conative message strategies utilize the attitude formation sequence of conative → cognitive → affective.

One danger is using celebrities as spokespersons is that their endorsement of too many products tarnishes:

The underlying principle for using more emotional appeals in business-to-business advertising is that emotions can be a part of every type of decision, even in the business-to-business environment.

Controversial sexual ads are interesting to viewers, but sometimes fail to transmit key information to viewers.

Demonstration ads are well suited to print ads because the actual product features can be clearly shown.

The mcgarrybowen advertising agency bases its work on storytelling, along with marketing research.

The ________ message strategy has the goal of creating an impact on a person's beliefs or knowledge structure.

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

Describe the sequence that occurs when a humorous ad is successful.

In terms of attitude formation, the sequence being used with a cognitive message strategy is:

A nude male on a calendar for household furniture is a(n):

Emotional appeals are based on each of the following ideas except:

Sexually-oriented ads attract attention and brand recall is higher than for ads using some other type of appeal.

A physician endorsing a specific brand of medicine would have a high level of:

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