Question 1

Presenting product facts in a straightforward manner is which type of executional framework?

Accepted Answer

A) Testimonial 
B) Dramatization 
C) Slice-of-life 
D) Informative 
A) Testimonial 
B) Dramatization 
C) Slice-of-life 
D) Informative D

Question 2

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  False

Question 3

A business-to-business advertisement for Service Metrics about internet security shows a man blindfolded about to step into a manhole. The manhole illustrates the ________ component of the behavioral response model.

Accepted Answer

A) severity 
B) vulnerability 
C) response cost 
D) negative consequence 
A) severity 
B) vulnerability 
C) response cost 
D) negative consequence B

Question 4

A hyperbole message strategy involves an explicit, testable claim of uniqueness or superiority.

Accepted Answer

A) True 
 B)False

Question 5

A hyperbole cognitive message strategy is a(n):

Accepted Answer

A) claim of superiority based on a product's specific attribute or benefit, which cannot be made by a competitor. 
B) direct promotion of product attributes or benefits without any claim of superiority. 
C) explicit, testable claim of uniqueness or superiority that can be supported or substantiated in some manner. 
D) untestable claim based upon some attribute or benefit. 
A) claim of superiority based on a product's specific attribute or benefit, which cannot be made by a competitor. 
B) direct promotion of product attributes or benefits without any claim of superiority. 
C) explicit, testable claim of uniqueness or superiority that can be supported or substantiated in some manner. 
D) untestable claim based upon some attribute or benefit.

Question 6

Sexually suggestive ads tend to work well with personal products such as perfume or cologne.

Accepted Answer

A) True 
 B)False

Question 7

The last component of a slice-of-life execution is the:

Accepted Answer

A) interaction. 
B) problem. 
C) encounter. 
D) solution. 
A) interaction. 
B) problem. 
C) encounter. 
D) solution.

Question 8

Women tend to respond more favorably to the use of overt sexuality in advertisements than they do to the use of sensuality.

Accepted Answer

A) True 
 B)False

Question 9

Name the executional frameworks advertisers can utilize.

Accepted Answer

∙Animation
∙Slice-of

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

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 12

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.

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

What approaches to sexuality are used in advertising?

Accepted Answer

A) True 
 B)False

Question 15

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 16

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

Accepted Answer

A) True 
 B)False

Question 17

The generic cognitive message strategy is a(n):

Accepted Answer

A) claim of superiority based on a product's specific attribute or benefit, which cannot be made by a competitor. 
B) direct promotion of product attributes or benefits without any claim of superiority. 
C) explicit, testable claim of uniqueness or superiority that can be supported or substantiated in some manner. 
D) untestable claim based upon some attribute or benefit. 
A) claim of superiority based on a product's specific attribute or benefit, which cannot be made by a competitor. 
B) direct promotion of product attributes or benefits without any claim of superiority. 
C) explicit, testable claim of uniqueness or superiority that can be supported or substantiated in some manner. 
D) untestable claim based upon some attribute or benefit.

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

An advantage of using humor in ads is that it easily transfers to other countries and cultures.

Accepted Answer

A) True 
 B)False

Question 20

Rational appeals are designed to capture a viewer's attention and foster an attachment between the consumer and the brand.

Accepted Answer

A) True 
 B)False

Presenting product facts in a straightforward manner is which type of executional framework?

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

A business-to-business advertisement for Service Metrics about internet security shows a man blindfolded about to step into a manhole. The manhole illustrates the ________ component of the behavioral response model.

A hyperbole message strategy involves an explicit, testable claim of uniqueness or superiority.

A hyperbole cognitive message strategy is a(n):

Sexually suggestive ads tend to work well with personal products such as perfume or cologne.

The last component of a slice-of-life execution is the:

Women tend to respond more favorably to the use of overt sexuality in advertisements than they do to the use of sensuality.

Name the executional frameworks advertisers can utilize.

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

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

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.

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

What approaches to sexuality are used in advertising?

Using songs from popular musicians is:

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

The generic cognitive message strategy is a(n):

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

An advantage of using humor in ads is that it easily transfers to other countries and cultures.

Rational appeals are designed to capture a viewer's attention and foster an attachment between the consumer and the brand.

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

Presenting product facts in a straightforward manner is which type of executional framework?

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

A business-to-business advertisement for Service Metrics about internet security shows a man blindfolded about to step into a manhole. The manhole illustrates the ________ component of the behavioral response model.

A hyperbole message strategy involves an explicit, testable claim of uniqueness or superiority.

A hyperbole cognitive message strategy is a(n):

Sexually suggestive ads tend to work well with personal products such as perfume or cologne.

The last component of a slice-of-life execution is the:

Women tend to respond more favorably to the use of overt sexuality in advertisements than they do to the use of sensuality.

Name the executional frameworks advertisers can utilize.

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

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

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.

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

What approaches to sexuality are used in advertising?

Using songs from popular musicians is:

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

The generic cognitive message strategy is a(n):

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

An advantage of using humor in ads is that it easily transfers to other countries and cultures.

Rational appeals are designed to capture a viewer's attention and foster an attachment between the consumer and the brand.

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