Question 1

Print media and television offer the best outlets for rational appeals.

Accepted Answer

A) True 
 B)False

Question 2

Discuss the concepts of severity, vulnerability and response efficacy in the behavioral response model.

Accepted Answer

Severity is the level of consequence fro

Question 3

A unique selling proposition strategy differs from a preemptive or generic approach in that the unique selling proposition is:

Accepted Answer

A) preemptive. 
B) testable. 
C) emotional. 
D) comparative. 
A) preemptive. 
B) testable. 
C) emotional. 
D) comparative.

Question 4

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

Accepted Answer

A) digitalizing. 
B) rotoscoping. 
C) clay animation. 
D) a fantasy execution. 
A) digitalizing. 
B) rotoscoping. 
C) clay animation. 
D) a fantasy execution.

Question 5

An informative execution typically presents information to the audience in a straightforward manner.

Accepted Answer

A) True 
 B)False

Question 6

Of the following media, the best for using an emotional appeal is:

Accepted Answer

A) magazines. 
B) radio. 
C) television. 
D) newspapers. 
A) magazines. 
B) radio. 
C) television. 
D) newspapers.

Question 7

A new form of resonance advertising that reassures consumers looking for value that branded products have stood the test of time is:

Accepted Answer

A) comfort marketing. 
B) highlight marketing. 
C) buzz marketing. 
D) stealth marketing. 
A) comfort marketing. 
B) highlight marketing. 
C) buzz marketing. 
D) stealth marketing.

Question 8

An executional framework is the manner in which an advertising appeal is presented.

Accepted Answer

A) True 
 B)False

Question 9

Typical person spokespeople do not have the name recognition of celebrities, and as a result, advertisers often use multiple sources within one advertisement to build credibility.

Accepted Answer

A) True 
 B)False

Question 10

Typical person sources tend not to have high levels of credibility.

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

1.The consumer watches
2.Laugh

Question 12

Which type of executional framework features someone expressing a positive experience with a company or product?

Accepted Answer

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

Question 13

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

Accepted Answer

A) are often perceived as not being credible. 
B) do not have a high level of expertise. 
C) are not professional actors so they are more difficult to work with. 
D) are not physically attractive. 
A) are often perceived as not being credible. 
B) do not have a high level of expertise. 
C) are not professional actors so they are more difficult to work with. 
D) are not physically attractive.

Question 14

In terms of endorsers, celebrities and CEOs are not typically viewed as expert sources for product endorsements.

Accepted Answer

A) True 
 B)False

Question 15

Perfumes and colognes often rely on a demonstration form of executional framework, because they are easy to show in a positive light.

Accepted Answer

A) True 
 B)False

Question 16

One major criticism of sexually-based advertising is that it perpetuates dissatisfaction with one's body. This is true for females, not males.

Accepted Answer

A) True 
 B)False

Question 17

One of the major keys to successfully using the informative execution is:

Accepted Answer

A) using customers in the ad. 
B) placement of the ad. 
C) the selection of the right media. 
D) the type of appeal that is used. 
A) using customers in the ad. 
B) placement of the ad. 
C) the selection of the right media. 
D) the type of appeal that is used.

Question 18

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?

Accepted Answer

A) Generic 
B) Preemptive 
C) Unique selling proposition 
D) Hyperbole 
A) Generic 
B) Preemptive 
C) Unique selling proposition 
D) Hyperbole

Question 19

The first 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 20

An affective message strategy that connects a product with a consumer's experiences to build stronger ties with the consumer is which form of message strategy?

Accepted Answer

A) Generic 
B) Cognitive 
C) Resonance 
D) Emotional 
A) Generic 
B) Cognitive 
C) Resonance 
D) Emotional

Print media and television offer the best outlets for rational appeals.

Discuss the concepts of severity, vulnerability and response efficacy in the behavioral response model.

A unique selling proposition strategy differs from a preemptive or generic approach in that the unique selling proposition is:

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

An informative execution typically presents information to the audience in a straightforward manner.

Of the following media, the best for using an emotional appeal is:

A new form of resonance advertising that reassures consumers looking for value that branded products have stood the test of time is:

An executional framework is the manner in which an advertising appeal is presented.

Typical person spokespeople do not have the name recognition of celebrities, and as a result, advertisers often use multiple sources within one advertisement to build credibility.

Typical person sources tend not to have high levels of credibility.

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

Which type of executional framework features someone expressing a positive experience with a company or product?

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

In terms of endorsers, celebrities and CEOs are not typically viewed as expert sources for product endorsements.

Perfumes and colognes often rely on a demonstration form of executional framework, because they are easy to show in a positive light.

One major criticism of sexually-based advertising is that it perpetuates dissatisfaction with one's body. This is true for females, not males.

One of the major keys to successfully using the informative execution is:

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 first component of a slice-of-life execution is the:

An affective message strategy that connects a product with a consumer's experiences to build stronger ties with the consumer is which form of message strategy?

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

Print media and television offer the best outlets for rational appeals.

Discuss the concepts of severity, vulnerability and response efficacy in the behavioral response model.

A unique selling proposition strategy differs from a preemptive or generic approach in that the unique selling proposition is:

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

An informative execution typically presents information to the audience in a straightforward manner.

Of the following media, the best for using an emotional appeal is:

A new form of resonance advertising that reassures consumers looking for value that branded products have stood the test of time is:

An executional framework is the manner in which an advertising appeal is presented.

Typical person spokespeople do not have the name recognition of celebrities, and as a result, advertisers often use multiple sources within one advertisement to build credibility.

Typical person sources tend not to have high levels of credibility.

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

Which type of executional framework features someone expressing a positive experience with a company or product?

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

In terms of endorsers, celebrities and CEOs are not typically viewed as expert sources for product endorsements.

Perfumes and colognes often rely on a demonstration form of executional framework, because they are easy to show in a positive light.

One major criticism of sexually-based advertising is that it perpetuates dissatisfaction with one's body. This is true for females, not males.

One of the major keys to successfully using the informative execution is:

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 first component of a slice-of-life execution is the:

An affective message strategy that connects a product with a consumer's experiences to build stronger ties with the consumer is which form of message strategy?

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