Question 1

The key to a testimonial execution is:

Accepted Answer

A) likeability. 
B) negative likeability. 
C) credibility. 
D) visual consistency. 
A) likeability. 
B) negative likeability. 
C) credibility. 
D) visual consistency.

Question 2

The primary benefit of using a well-known song in a musical appeal is that consumers have already developed an affinity for a song, which normally is then transferred to the product or brand.

Accepted Answer

A) True 
 B)False

Question 3

To be successful, humor used in ads should be connected directly to the product's benefits.

Accepted Answer

A) True 
 B)False

Question 4

In recent years, the use of animation in advertising has:

Accepted Answer

A) increased. 
B) decreased. 
C) stayed the same. 
D) increased in the consumer market, but declined in the business-to-business sector. 
A) increased. 
B) decreased. 
C) stayed the same. 
D) increased in the consumer market, but declined in the business-to-business sector.

Question 5

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

Accepted Answer

A) music. 
B) cognitive. 
C) rationality. 
D) emotion. 
A) music. 
B) cognitive. 
C) rationality. 
D) emotion.

Question 6

In the hierarchy of effects model, conative message strategies would be most closely tied to the:

Accepted Answer

A) Awareness. 
B) Liking, preference, and conviction. 
C) The purchase or consumer response. 
D) Knowledge. 
A) Awareness. 
B) Liking, preference, and conviction. 
C) The purchase or consumer response. 
D) Knowledge.

Question 7

In general, comparing a low-market share brand to the market leader does not work as well in comparative advertising as comparing two brands with approximately the same level of market share.

Accepted Answer

A) True 
 B)False

Question 8

An endorsement by Consumer Reports would typically be used in which type of executional framework?

Accepted Answer

A) Slice-of-life 
B) Informative 
C) Authoritative 
D) Fantasy 
A) Slice-of-life 
B) Informative 
C) Authoritative 
D) Fantasy

Question 9

Resonance advertising attempts to connect a product with a consumer's past experiences and is a form of affective message strategy.

Accepted Answer

A) True 
 B)False

Question 10

Ads that use nudity or partial nudity are almost always designed to elicit some type of sexual response in viewers.

Accepted Answer

A) True 
 B)False

Question 11

A fear level that is too high is impossible to create, because viewers have become immune to fear tactics in advertising.

Accepted Answer

A) True 
 B)False

Question 12

Authoritative executions are the most widely used in which sector?

Accepted Answer

A) Business-to-business 
B) Consumer 
C) Services 
D) Governmental 
A) Business-to-business 
B) Consumer 
C) Services 
D) Governmental

Question 13

What are the two types of affective message strategies? Define both.

Accepted Answer

1.Resonance advertising connec

Question 14

According to a survey by Adweek Media and Harris Interactive, 55 percent of consumers said ads were:

Accepted Answer

A) somewhat or very interesting. 
B) not interesting. 
C) very influential in their purchase decisions. 
D) somewhat influential in their purchase decisions. 
A) somewhat or very interesting. 
B) not interesting. 
C) very influential in their purchase decisions. 
D) somewhat influential in their purchase decisions.

Question 15

Generic message strategies are not used in business-to-business advertisements, because few firms dominate an industry.

Accepted Answer

A) True 
 B)False

Question 16

Many authoritative executions include some type of scientific or survey support.

Accepted Answer

A) True 
 B)False

Question 17

Of the following products, the product that best fits a scarcity appeal would be:

Accepted Answer

A) televisions. 
B) black dress socks. 
C) deodorant. 
D) a musical compilation CD from various artists. 
A) televisions. 
B) black dress socks. 
C) deodorant. 
D) a musical compilation CD from various artists.

Question 18

Rachel is an actress who plays the part of a housewife in a commercial for a new brand of furniture polish. For this type of ad, Rachel would be considered which type of endorser?

Accepted Answer

A) Celebrity 
B) CEO 
C) Expert 
D) Typical person 
A) Celebrity 
B) CEO 
C) Expert 
D) Typical person

Question 19

Music can be intrusive, which means it will:

Accepted Answer

A) capture the attention of someone who previously was not listening or watching a program. 
B) be the most important aspect of an advertisement. 
C) be effective if the listener recognizes the tune. 
D) lead to a greater level of brand recall and create positive emotions in listeners. 
A) capture the attention of someone who previously was not listening or watching a program. 
B) be the most important aspect of an advertisement. 
C) be effective if the listener recognizes the tune. 
D) lead to a greater level of brand recall and create positive emotions in listeners.

Question 20

Which are the best outlets for rational appeals?

Accepted Answer

A) Broadcast media 
B) Television and direct mail 
C) Print media and the internet 
D) Non-traditional media 
A) Broadcast media 
B) Television and direct mail 
C) Print media and the internet 
D) Non-traditional media

The key to a testimonial execution is:

The primary benefit of using a well-known song in a musical appeal is that consumers have already developed an affinity for a song, which normally is then transferred to the product or brand.

To be successful, humor used in ads should be connected directly to the product's benefits.

In recent years, the use of animation in advertising has:

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

In the hierarchy of effects model, conative message strategies would be most closely tied to the:

In general, comparing a low-market share brand to the market leader does not work as well in comparative advertising as comparing two brands with approximately the same level of market share.

An endorsement by Consumer Reports would typically be used in which type of executional framework?

Resonance advertising attempts to connect a product with a consumer's past experiences and is a form of affective message strategy.

Ads that use nudity or partial nudity are almost always designed to elicit some type of sexual response in viewers.

A fear level that is too high is impossible to create, because viewers have become immune to fear tactics in advertising.

Authoritative executions are the most widely used in which sector?

What are the two types of affective message strategies? Define both.

According to a survey by Adweek Media and Harris Interactive, 55 percent of consumers said ads were:

Generic message strategies are not used in business-to-business advertisements, because few firms dominate an industry.

Many authoritative executions include some type of scientific or survey support.

Of the following products, the product that best fits a scarcity appeal would be:

Rachel is an actress who plays the part of a housewife in a commercial for a new brand of furniture polish. For this type of ad, Rachel would be considered which type of endorser?

Music can be intrusive, which means it will:

Which are the best outlets for rational appeals?

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

The key to a testimonial execution is:

The primary benefit of using a well-known song in a musical appeal is that consumers have already developed an affinity for a song, which normally is then transferred to the product or brand.

To be successful, humor used in ads should be connected directly to the product's benefits.

In recent years, the use of animation in advertising has:

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

In the hierarchy of effects model, conative message strategies would be most closely tied to the:

In general, comparing a low-market share brand to the market leader does not work as well in comparative advertising as comparing two brands with approximately the same level of market share.

An endorsement by Consumer Reports would typically be used in which type of executional framework?

Resonance advertising attempts to connect a product with a consumer's past experiences and is a form of affective message strategy.

Ads that use nudity or partial nudity are almost always designed to elicit some type of sexual response in viewers.

A fear level that is too high is impossible to create, because viewers have become immune to fear tactics in advertising.

Authoritative executions are the most widely used in which sector?

What are the two types of affective message strategies? Define both.

According to a survey by Adweek Media and Harris Interactive, 55 percent of consumers said ads were:

Generic message strategies are not used in business-to-business advertisements, because few firms dominate an industry.

Many authoritative executions include some type of scientific or survey support.

Of the following products, the product that best fits a scarcity appeal would be:

Rachel is an actress who plays the part of a housewife in a commercial for a new brand of furniture polish. For this type of ad, Rachel would be considered which type of endorser?

Music can be intrusive, which means it will:

Which are the best outlets for rational appeals?

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