Question 1

Business-to-business ads have tended to use rational advertising appeals almost exclusively. In recent years, there has been a move to use more ________ appeals.

Accepted Answer

A) sex 
B) emotional 
C) fear 
D) scarcity 
A) sex 
B) emotional 
C) fear 
D) scarcity

Question 2

The largest number of complaints that the FTC hears about potentially misleading advertisements are ads using the hyperbole message strategy approach.

Accepted Answer

A) True 
 B)False

Question 3

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

Accepted Answer

A) make a purchase. 
B) tell their friends. 
C) remember. 
D) tune out other messages. 
A) make a purchase. 
B) tell their friends. 
C) remember. 
D) tune out other messages.

Question 4

Consumers rely on word-of-mouth communications when choosing services, which makes the authoritative executional framework work well.

Accepted Answer

A) True 
 B)False

Question 5

Placing a female wearing a bikini in an advertisement for power tools targeted to men is an example of:

Accepted Answer

A) a subliminal sexual cue. 
B) a decorative model. 
C) overt sexuality. 
D) sexual suggestiveness. 
A) a subliminal sexual cue. 
B) a decorative model. 
C) overt sexuality. 
D) sexual suggestiveness.

Question 6

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 7

Celebrities normally score well in terms of similarity, believability, and likeability.

Accepted Answer

A) True 
 B)False

Question 8

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 9

Each of the following statements about the use of decorative models is true except:

Accepted Answer

A) the presence of a decorative model improves ad recognition, but not brand recognition. 
B) attractive models produce higher levels of attention than do less attractive models. 
C) the presence of an attractive model produces higher purchase intentions for any type of product. 
D) the presence of a decorative model influences the affective component of attitude. 
A) the presence of a decorative model improves ad recognition, but not brand recognition. 
B) attractive models produce higher levels of attention than do less attractive models. 
C) the presence of an attractive model produces higher purchase intentions for any type of product. 
D) the presence of a decorative model influences the affective component of attitude.

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

A unique selling proposition 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 12

Which message strategy is most closely linked to emotions?

Accepted Answer

A) Cognitive 
B) Affective 
C) Hyperbole 
D) Conative 
A) Cognitive 
B) Affective 
C) Hyperbole 
D) Conative

Question 13

Severity and vulnerability are key elements in rational advertisements.

Accepted Answer

A) True 
 B)False

Question 14

The primary tactic or approach used to deliver a message theme is a:

Accepted Answer

A) message identification. 
B) message strategy. 
C) cognitive message. 
D) generic message. 
A) message identification. 
B) message strategy. 
C) cognitive message. 
D) generic message.

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

Showing how a product works is found in which type of executional framework?

Accepted Answer

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

Question 18

The goal of a humorous ad is to have consumers:

Accepted Answer

A) pause, remember, and act. 
B) watch, laugh, and remember. 
C) concentrate on the funny part. 
D) ignore the musical element. 
A) pause, remember, and act. 
B) watch, laugh, and remember. 
C) concentrate on the funny part. 
D) ignore the musical element.

Question 19

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 which type of appeal?

Accepted Answer

A) Rational 
B) Emotional 
C) Scarcity 
D) Fear 
A) Rational 
B) Emotional 
C) Scarcity 
D) Fear

Question 20

Testimonial executions have been successful for many years, especially in the business-to-business and service sectors.

Accepted Answer

A) True 
 B)False

Business-to-business ads have tended to use rational advertising appeals almost exclusively. In recent years, there has been a move to use more ________ appeals.

The largest number of complaints that the FTC hears about potentially misleading advertisements are ads using the hyperbole message strategy approach.

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

Consumers rely on word-of-mouth communications when choosing services, which makes the authoritative executional framework work well.

Placing a female wearing a bikini in an advertisement for power tools targeted to men is an example of:

Using sensuality as a type of sex appeal in advertising:

Celebrities normally score well in terms of similarity, believability, and likeability.

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.

Each of the following statements about the use of decorative models is true except:

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

A unique selling proposition cognitive message strategy is a(n):

Which message strategy is most closely linked to emotions?

Severity and vulnerability are key elements in rational advertisements.

The primary tactic or approach used to deliver a message theme is a:

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.

Showing how a product works is found in which type of executional framework?

The goal of a humorous ad is to have consumers:

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 which type of appeal?

Testimonial executions have been successful for many years, especially in the business-to-business and service sectors.

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

Business-to-business ads have tended to use rational advertising appeals almost exclusively. In recent years, there has been a move to use more ________ appeals.

The largest number of complaints that the FTC hears about potentially misleading advertisements are ads using the hyperbole message strategy approach.

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

Consumers rely on word-of-mouth communications when choosing services, which makes the authoritative executional framework work well.

Placing a female wearing a bikini in an advertisement for power tools targeted to men is an example of:

Using sensuality as a type of sex appeal in advertising:

Celebrities normally score well in terms of similarity, believability, and likeability.

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.

Each of the following statements about the use of decorative models is true except:

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

A unique selling proposition cognitive message strategy is a(n):

Which message strategy is most closely linked to emotions?

Severity and vulnerability are key elements in rational advertisements.

The primary tactic or approach used to deliver a message theme is a:

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.

Showing how a product works is found in which type of executional framework?

The goal of a humorous ad is to have consumers:

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 which type of appeal?

Testimonial executions have been successful for many years, especially in the business-to-business and service sectors.

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