Question 1

An outline of the key ideas in an advertisement is the:

Accepted Answer

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

Question 2

An advertisement by Philadelphia Cream Cheese encourages individuals to visit the brand's website and download free recipes. The ad uses which type of message strategy?

Accepted Answer

A) Unique selling proposition 
B) Affective 
C) Conative 
D) Cognitive 
A) Unique selling proposition 
B) Affective 
C) Conative 
D) Cognitive

Question 3

Most creatives view which advertising appeal as the key to developing brand loyalty?

Accepted Answer

A) Rational 
B) Humorous 
C) Emotional 
D) Sex-oriented 
A) Rational 
B) Humorous 
C) Emotional 
D) Sex-oriented

Question 4

In terms of spokesperson characteristics, which is the degree of confidence or the level of acceptance consumers place in the spokesperson's message?

Accepted Answer

A) Trustworthiness 
B) Expertise 
C) Credibility 
D) Likeability 
A) Trustworthiness 
B) Expertise 
C) Credibility 
D) Likeability

Question 5

In a fear appeal, vulnerability is the degree of potential physical, social, or psychological harm that can occur.

Accepted Answer

A) True 
 B)False

Question 6

Rational appeals work best when:

Accepted Answer

A) there is low involvement and the product is simple. 
B) there is high involvement, but no emotion. 
C) there is high involvement and the viewer is willing to pay attention to the ad. 
D) they are related more to the product than the amount of involvement. 
A) there is low involvement and the product is simple. 
B) there is high involvement, but no emotion. 
C) there is high involvement and the viewer is willing to pay attention to the ad. 
D) they are related more to the product than the amount of involvement.

Question 7

The mcgarrybowen advertising agency bases its work on storytelling, along with marketing research.

Accepted Answer

A) True 
 B)False

Question 8

Ads using an informative executional framework are best suited for:

Accepted Answer

A) conative message strategies. 
B) high involvement purchase decisions. 
C) slice-of-life executions. 
D) brand image message strategies. 
A) conative message strategies. 
B) high involvement purchase decisions. 
C) slice-of-life executions. 
D) brand image message strategies.

Question 9

When using the hierarchy of effects model to develop knowledge for a product or brand, which would be the best message strategy?

Accepted Answer

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

Question 10

A conative message strategy is a presentation of rational arguments or pieces of information about a good or service.

Accepted Answer

A) True 
 B)False

Question 11

The two types of affective message strategies are:

Accepted Answer

A) emotional and hyperbole. 
B) resonance and emotional. 
C) preemptive and unique selling proposition. 
D) affective and conative. 
A) emotional and hyperbole. 
B) resonance and emotional. 
C) preemptive and unique selling proposition. 
D) affective and conative.

Question 12

Which message strategy is designed to trigger impulse buys?

Accepted Answer

A) Unique selling proposition 
B) Resonance 
C) Affective 
D) Conative 
A) Unique selling proposition 
B) Resonance 
C) Affective 
D) Conative

Question 13

What are the advantages and disadvantages of comparative ads?

Accepted Answer

The advantages are they captur

Question 14

Emotional appeals are popular because:

Accepted Answer

A) they are better at getting a viewer's attention than humor or sexuality. 
B) rational appeals are often ignored. 
C) they emphasize product features. 
D) they often contain subliminal messages. 
A) they are better at getting a viewer's attention than humor or sexuality. 
B) rational appeals are often ignored. 
C) they emphasize product features. 
D) they often contain subliminal messages.

Question 15

The three categories of message strategies are cognitive strategies, affective strategies, and brand strategies.

Accepted Answer

A) True 
 B)False

Question 16

Of the following types of celebrity endorsements, the one that would have the greatest level of credibility would be:

Accepted Answer

A) a celebrity endorsing a brand in a television show. 
B) a celebrity voice-over in a radio ad. 
C) an unpaid celebrity speaking on behalf of some charity or nonprofit organization. 
D) a dead-person endorsement of a particular brand. 
A) a celebrity endorsing a brand in a television show. 
B) a celebrity voice-over in a radio ad. 
C) an unpaid celebrity speaking on behalf of some charity or nonprofit organization. 
D) a dead-person endorsement of a particular brand.

Question 17

The appeal that has proven to be one of the most effective at cutting through clutter is:

Accepted Answer

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

Question 18

Ads that were rated as highly controversial in terms of sexual content by both males and females:

Accepted Answer

A) were also rated as most interesting. 
B) had the lowest level of brand recall. 
C) were the best at relaying product information. 
D) produced the best results. 
A) were also rated as most interesting. 
B) had the lowest level of brand recall. 
C) were the best at relaying product information. 
D) produced the best results.

Question 19

The preemptive 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 20

Subliminal sexual messages are:

Accepted Answer

A) almost always ignored by viewers. 
B) highly effective with teenage viewers. 
C) increasingly used instead of humor. 
D) used to advertise children's products. 
A) almost always ignored by viewers. 
B) highly effective with teenage viewers. 
C) increasingly used instead of humor. 
D) used to advertise children's products.

An outline of the key ideas in an advertisement is the:

An advertisement by Philadelphia Cream Cheese encourages individuals to visit the brand's website and download free recipes. The ad uses which type of message strategy?

Most creatives view which advertising appeal as the key to developing brand loyalty?

In terms of spokesperson characteristics, which is the degree of confidence or the level of acceptance consumers place in the spokesperson's message?

In a fear appeal, vulnerability is the degree of potential physical, social, or psychological harm that can occur.

Rational appeals work best when:

The mcgarrybowen advertising agency bases its work on storytelling, along with marketing research.

Ads using an informative executional framework are best suited for:

When using the hierarchy of effects model to develop knowledge for a product or brand, which would be the best message strategy?

A conative message strategy is a presentation of rational arguments or pieces of information about a good or service.

The two types of affective message strategies are:

Which message strategy is designed to trigger impulse buys?

What are the advantages and disadvantages of comparative ads?

Emotional appeals are popular because:

The three categories of message strategies are cognitive strategies, affective strategies, and brand strategies.

Of the following types of celebrity endorsements, the one that would have the greatest level of credibility would be:

The appeal that has proven to be one of the most effective at cutting through clutter is:

Ads that were rated as highly controversial in terms of sexual content by both males and females:

The preemptive cognitive message strategy is a(n):

Subliminal sexual messages are:

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

An outline of the key ideas in an advertisement is the:

An advertisement by Philadelphia Cream Cheese encourages individuals to visit the brand's website and download free recipes. The ad uses which type of message strategy?

Most creatives view which advertising appeal as the key to developing brand loyalty?

In terms of spokesperson characteristics, which is the degree of confidence or the level of acceptance consumers place in the spokesperson's message?

In a fear appeal, vulnerability is the degree of potential physical, social, or psychological harm that can occur.

Rational appeals work best when:

The mcgarrybowen advertising agency bases its work on storytelling, along with marketing research.

Ads using an informative executional framework are best suited for:

When using the hierarchy of effects model to develop knowledge for a product or brand, which would be the best message strategy?

A conative message strategy is a presentation of rational arguments or pieces of information about a good or service.

The two types of affective message strategies are:

Which message strategy is designed to trigger impulse buys?

What are the advantages and disadvantages of comparative ads?

Emotional appeals are popular because:

The three categories of message strategies are cognitive strategies, affective strategies, and brand strategies.

Of the following types of celebrity endorsements, the one that would have the greatest level of credibility would be:

The appeal that has proven to be one of the most effective at cutting through clutter is:

Ads that were rated as highly controversial in terms of sexual content by both males and females:

The preemptive cognitive message strategy is a(n):

Subliminal sexual messages are:

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