Question 1

Fear is an ineffective form of advertising appeal that has been largely abandoned.

Accepted Answer

A) True 
 B)False

Question 2

In a fear appeal, showing the potential for a devastating injury when seat belts are not used is an example of:

Accepted Answer

A) cognition. 
B) severity. 
C) vulnerability. 
D) self-efficacy. 
A) cognition. 
B) severity. 
C) vulnerability. 
D) self-efficacy.

Question 3

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 4

Although almost any type of appeal can be used to create an advertisement, it is the key responsibility of the marketer to make sure, to whatever degree possible, that the appeal is the right choice for the:

Accepted Answer

A) advertising agency and creative that will be working on the ad. 
B) product, media planner, and media buyer. 
C) brand and the target market. 
D) account executive and creative. 
A) advertising agency and creative that will be working on the ad. 
B) product, media planner, and media buyer. 
C) brand and the target market. 
D) account executive and creative.

Question 5

One reason teenagers who smoke do not quit is because they are afraid they will lose their friends. The social aspect of their lives is more important than their health. Losing friends is which component of the behavioral response model and fear appeal?

Accepted Answer

A) Intrinsic reward 
B) Severity 
C) Vulnerability 
D) Response cost 
A) Intrinsic reward 
B) Severity 
C) Vulnerability 
D) Response cost

Question 6

The fantasy executional framework relies on:

Accepted Answer

A) raw sex and nudity. 
B) comparisons of product features. 
C) suggestiveness. 
D) cognitive thought processes. 
A) raw sex and nudity. 
B) comparisons of product features. 
C) suggestiveness. 
D) cognitive thought processes.

Question 7

If an advertisement highlights the benefits of a local bank using a rationale argument, then it is using a cognitive message strategy.

Accepted Answer

A) True 
 B)False

Question 8

In terms of source characteristics, CEOs score low on credibility.

Accepted Answer

A) True 
 B)False

Question 9

Rational appeals are superior to other appeals in developing and changing attitudes and establishing brand beliefs when a consumer has a high level of interest in a product or brand.

Accepted Answer

A) True 
 B)False

Question 10

Showing how Windex makes a dirty window sparkle would be which type of executional framework?

Accepted Answer

A) Dramatization 
B) Testimonial 
C) Demonstration 
D) Illustrative 
A) Dramatization 
B) Testimonial 
C) Demonstration 
D) Illustrative

Question 11

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

Question 12

An affective message strategy:

Accepted Answer

A) invokes feelings or emotions and matches these with the good, service, or company being advertised. 
B) is the presentation of rational arguments or pieces of information to consumers. 
C) is designed to lead more directly to some type of consumer behavior. 
D) is the manner in which an ad appeal is presented. 
A) invokes feelings or emotions and matches these with the good, service, or company being advertised. 
B) is the presentation of rational arguments or pieces of information to consumers. 
C) is designed to lead more directly to some type of consumer behavior. 
D) is the manner in which an ad appeal is presented.

Question 13

Comparative ads tend to be more believable and have a greater positive impact on consumer attitudes than other cognitive message strategies.

Accepted Answer

A) True 
 B)False

Question 14

Humor is a rarely-used form of advertising appeal.

Accepted Answer

A) True 
 B)False

Question 15

Name the ways to present claims in authoritative executions.

Accepted Answer

∙Experts
∙Scientific or survey

Question 16

When an accountant serves as a spokesperson in an advertisement for an accounting service, viewers who are also accountants find the ad to be more credible based on:

Accepted Answer

A) attractiveness. 
B) similarity. 
C) likeability. 
D) persuasiveness. 
A) attractiveness. 
B) similarity. 
C) likeability. 
D) persuasiveness.

Question 17

Paid actors or models can be used in an advertisement to portray ordinary, everyday people.

Accepted Answer

A) True 
 B)False

Question 18

For products with no real tangible differences among the various brands, which message strategy is best at developing positive feelings toward a particular brand?

Accepted Answer

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

Question 19

To provide protection from lawsuits, company leaders and advertisers must be sure that any claim made about the competition using a unique selling proposition message strategy approach can be clearly substantiated.

Accepted Answer

A) True 
 B)False

Question 20

Wishing to think and act rich like the spokesperson in an advertisement, is a form of:

Accepted Answer

A) empathy. 
B) intent to purchase. 
C) identification. 
D) attractiveness. 
A) empathy. 
B) intent to purchase. 
C) identification. 
D) attractiveness.

Fear is an ineffective form of advertising appeal that has been largely abandoned.

In a fear appeal, showing the potential for a devastating injury when seat belts are not used is an example of:

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

Although almost any type of appeal can be used to create an advertisement, it is the key responsibility of the marketer to make sure, to whatever degree possible, that the appeal is the right choice for the:

One reason teenagers who smoke do not quit is because they are afraid they will lose their friends. The social aspect of their lives is more important than their health. Losing friends is which component of the behavioral response model and fear appeal?

The fantasy executional framework relies on:

If an advertisement highlights the benefits of a local bank using a rationale argument, then it is using a cognitive message strategy.

In terms of source characteristics, CEOs score low on credibility.

Rational appeals are superior to other appeals in developing and changing attitudes and establishing brand beliefs when a consumer has a high level of interest in a product or brand.

Showing how Windex makes a dirty window sparkle would be which type of executional framework?

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

An affective message strategy:

Comparative ads tend to be more believable and have a greater positive impact on consumer attitudes than other cognitive message strategies.

Humor is a rarely-used form of advertising appeal.

Name the ways to present claims in authoritative executions.

When an accountant serves as a spokesperson in an advertisement for an accounting service, viewers who are also accountants find the ad to be more credible based on:

Paid actors or models can be used in an advertisement to portray ordinary, everyday people.

For products with no real tangible differences among the various brands, which message strategy is best at developing positive feelings toward a particular brand?

To provide protection from lawsuits, company leaders and advertisers must be sure that any claim made about the competition using a unique selling proposition message strategy approach can be clearly substantiated.

Wishing to think and act rich like the spokesperson in an advertisement, is a form 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

Fear is an ineffective form of advertising appeal that has been largely abandoned.

In a fear appeal, showing the potential for a devastating injury when seat belts are not used is an example of:

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

Although almost any type of appeal can be used to create an advertisement, it is the key responsibility of the marketer to make sure, to whatever degree possible, that the appeal is the right choice for the:

One reason teenagers who smoke do not quit is because they are afraid they will lose their friends. The social aspect of their lives is more important than their health. Losing friends is which component of the behavioral response model and fear appeal?

The fantasy executional framework relies on:

If an advertisement highlights the benefits of a local bank using a rationale argument, then it is using a cognitive message strategy.

In terms of source characteristics, CEOs score low on credibility.

Rational appeals are superior to other appeals in developing and changing attitudes and establishing brand beliefs when a consumer has a high level of interest in a product or brand.

Showing how Windex makes a dirty window sparkle would be which type of executional framework?

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

An affective message strategy:

Comparative ads tend to be more believable and have a greater positive impact on consumer attitudes than other cognitive message strategies.

Humor is a rarely-used form of advertising appeal.

Name the ways to present claims in authoritative executions.

When an accountant serves as a spokesperson in an advertisement for an accounting service, viewers who are also accountants find the ad to be more credible based on:

Paid actors or models can be used in an advertisement to portray ordinary, everyday people.

For products with no real tangible differences among the various brands, which message strategy is best at developing positive feelings toward a particular brand?

To provide protection from lawsuits, company leaders and advertisers must be sure that any claim made about the competition using a unique selling proposition message strategy approach can be clearly substantiated.

Wishing to think and act rich like the spokesperson in an advertisement, is a form 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