Question 1

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

Accepted Answer

A) fear. 
B) humor. 
C) sex. 
D) emotions. 
A) fear. 
B) humor. 
C) sex. 
D) emotions.

Question 2

Generic message strategies can be used to create brand awareness.

Accepted Answer

A) True 
 B)False

Question 3

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 4

In terms of attitude formation, cognitive message strategies are designed to follow the sequence of cognitive → affective → conative.

Accepted Answer

A) True 
 B)False

Question 5

A dessert that is promoted as being "sinfully delicious" with a person sitting on a sandy beach is using the which type of execution?

Accepted Answer

A) Resonance 
B) Slice-of-life 
C) Fantasy 
D) Hyperbole 
A) Resonance 
B) Slice-of-life 
C) Fantasy 
D) Hyperbole

Question 6

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.

Accepted Answer

A) True 
 B)False

Question 7

An advertisement designed to convince viewers that if they do not use a particular brand of deodorant, they will be social outcasts stresses the severity of a negative consequence in a fear appeal.

Accepted Answer

A) True 
 B)False

Question 8

All of the following statements are true about sexually-oriented ads except sexually-oriented ads:

Accepted Answer

A) increase the level of brand recall. 
B) attract attention. 
C) are rated as more interesting. 
D) produce higher levels of physiological arousal responses. 
A) increase the level of brand recall. 
B) attract attention. 
C) are rated as more interesting. 
D) produce higher levels of physiological arousal responses.

Question 9

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 which type of cognitive message strategy?

Accepted Answer

A) Generic 
B) Preemptive 
C) Hyperbole 
D) Comparative 
A) Generic 
B) Preemptive 
C) Hyperbole 
D) Comparative

Question 10

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 11

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

Accepted Answer

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

Question 12

The primary benefit of using a scarcity appeal is that it:

Accepted Answer

A) increases brand awareness. 
B) encourages consumer action. 
C) offers an excellent method of conveying product information. 
D) offers an excellent method of gaining attention. 
A) increases brand awareness. 
B) encourages consumer action. 
C) offers an excellent method of conveying product information. 
D) offers an excellent method of gaining attention.

Question 13

In a television advertisement, Chris is about ready to lose a girlfriend because he did not purchase the right jewelry. A voice-over offers a solution, the jewelry is purchased at the advertised store and the girlfriend is now happy. This is which type of executional framework?

Accepted Answer

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

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

Which type of executional framework seeks to convince buyers that a given product is superior through employing some type of expert or evidence?

Accepted Answer

A) Dramatization 
B) Ideological 
C) Authoritative 
D) Fantasy 
A) Dramatization 
B) Ideological 
C) Authoritative 
D) Fantasy

Question 16

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 17

A negative comparison ad that causes people to dislike the sponsor brand may be due to:

Accepted Answer

A) the preemptive claim of superiority. 
B) a generic demonstration of product quality. 
C) spontaneous trait transference. 
D) internal cognitive consistency. 
A) the preemptive claim of superiority. 
B) a generic demonstration of product quality. 
C) spontaneous trait transference. 
D) internal cognitive consistency.

Question 18

Truly subliminal sexual messages are highly effective advertising techniques.

Accepted Answer

A) True 
 B)False

Question 19

In terms of the relationship between message strategies and the hierarchy of effects model, conative message strategies are best suited to develop conviction and the actual purchase of a particular product or brand.

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

A) True 
 B)False

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

Generic message strategies can be used to create brand awareness.

Emotional appeals:

In terms of attitude formation, cognitive message strategies are designed to follow the sequence of cognitive → affective → conative.

A dessert that is promoted as being "sinfully delicious" with a person sitting on a sandy beach is using the which type of execution?

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.

An advertisement designed to convince viewers that if they do not use a particular brand of deodorant, they will be social outcasts stresses the severity of a negative consequence in a fear appeal.

All of the following statements are true about sexually-oriented ads except sexually-oriented ads:

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 which type of cognitive message strategy?

Using a popular song in an advertisement:

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

The primary benefit of using a scarcity appeal is that it:

In a television advertisement, Chris is about ready to lose a girlfriend because he did not purchase the right jewelry. A voice-over offers a solution, the jewelry is purchased at the advertised store and the girlfriend is now happy. This is which type of executional framework?

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

Which type of executional framework seeks to convince buyers that a given product is superior through employing some type of expert or evidence?

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.

A negative comparison ad that causes people to dislike the sponsor brand may be due to:

Truly subliminal sexual messages are highly effective advertising techniques.

In terms of the relationship between message strategies and the hierarchy of effects model, conative message strategies are best suited to develop conviction and the actual purchase of a particular product or brand.

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

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

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

Generic message strategies can be used to create brand awareness.

Emotional appeals:

In terms of attitude formation, cognitive message strategies are designed to follow the sequence of cognitive → affective → conative.

A dessert that is promoted as being "sinfully delicious" with a person sitting on a sandy beach is using the which type of execution?

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.

An advertisement designed to convince viewers that if they do not use a particular brand of deodorant, they will be social outcasts stresses the severity of a negative consequence in a fear appeal.

All of the following statements are true about sexually-oriented ads except sexually-oriented ads:

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 which type of cognitive message strategy?

Using a popular song in an advertisement:

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

The primary benefit of using a scarcity appeal is that it:

In a television advertisement, Chris is about ready to lose a girlfriend because he did not purchase the right jewelry. A voice-over offers a solution, the jewelry is purchased at the advertised store and the girlfriend is now happy. This is which type of executional framework?

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

Which type of executional framework seeks to convince buyers that a given product is superior through employing some type of expert or evidence?

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.

A negative comparison ad that causes people to dislike the sponsor brand may be due to:

Truly subliminal sexual messages are highly effective advertising techniques.

In terms of the relationship between message strategies and the hierarchy of effects model, conative message strategies are best suited to develop conviction and the actual purchase of a particular product or brand.

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

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