Exam 6: Advertising Design

One reason for using typical persons as product endorsers is that they are more likely to possess at least some quantity of all of the source characteristics.

Of the following executional frameworks, which is least likely to be used in business-to-business ads?

A cognitive message strategy:

Each of the following is a type of appeal that could be used in designing ads except:

Dr. Locke has been paid to appear in an advertisement to endorse a new brand of anti-inflammatory cream for muscle aches. For this type of ad, Dr. Locke is which type of endorser?

In an advertisement for the Weight Center, Casey talks about the weight she lost and how good the employees were to her. This is an example which type of executional framework?

Using overt sexuality in ads for products that are sexually-oriented is normally accepted, but it often becomes controversial when used for other types of products.

Which message strategy has the goal of creating an impact on a person's beliefs or knowledge structure?

Which type of spokesperson is most likely to have all the source characteristics?

Comfort marketing is a form of cognitive message strategy that attempts to assure consumers that a branded product is a good value because it has stood the test of time.

Using a fear appeal in an advertisement increases both the viewer's interest in the ad and the persuasiveness of the ad.

The goal of a generic message strategy is to:

Sex appeals and nudity tend to increase attention to advertisements, but only for males.

The cognitive message strategy approach that is most likely to require substantiation of claims to prevent potential lawsuits made would be:

In a fear appeal, vulnerability is based on the likelihood or probability that a negative event will occur.

Many advertisers are shifting to which form of sex appeal?

In a recent Adweek Media and Harris Interactive survey, the majority of consumers, 55 percent, said advertisements were somewhat or very interesting.

Britney really liked the advertisement by Saturn that featured an elementary school teacher, primarily because Britney is also an elementary school teacher. This identification with the spokesperson by Britney is an example of the concept of:

A physician, dentist, engineer, or chemist endorsing a particular brand's advantages would typically be found in a slice-of-life execution.

The authoritative execution works well in: