Question 1

To be successful, the funniness in a humor appeal should be:

Accepted Answer

A) directed at the target audience of the ad. 
B) of a low level since humor that is too heavy tends to interfere with message recall. 
C) directed to the audience's value system. 
D) connected directly to the product's benefits. 
A) directed at the target audience of the ad. 
B) of a low level since humor that is too heavy tends to interfere with message recall. 
C) directed to the audience's value system. 
D) connected directly to the product's benefits.

Question 2

The three categories of message strategies coincide with the three components of attitudes.

Accepted Answer

A) True 
 B)False

Question 3

Affective message strategies take two major forms: emotional and hyperbole.

Accepted Answer

A) True 
 B)False

Question 4

What is a scarcity ad? How is scarcity created?

Accepted Answer

A scarcity ad urges consumers to buy a p

Question 5

When using a conative message strategy, the primary message is about a product's attributes or benefits.

Accepted Answer

A) True 
 B)False

Question 6

Expert authorities would most likely be used in which type of executional framework?

Accepted Answer

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

Question 7

Nintendo holds 47 percent of the market share in the handheld game market. An advertisement for Nintendo using a cognitive message strategy would probably use which approach?

Accepted Answer

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

Question 8

A rational appeal is closely tied to the stages of visual and verbal imagining, moving viewers from the cognitive to the conative component of attitude.

Accepted Answer

A) True 
 B)False

Question 9

In terms of the relationship between message strategies and the hierarchy of effects model, affective message strategies are best suited to develop awareness, liking, and preference for a particular product or brand.

Accepted Answer

A) True 
 B)False

Question 10

One danger in using celebrities as spokespersons is that their endorsement of too many products tarnishes:

Accepted Answer

A) credibility. 
B) likeability. 
C) expertise. 
D) attractiveness. 
A) credibility. 
B) likeability. 
C) expertise. 
D) attractiveness.

Question 11

In terms of source characteristics, attractiveness consists of:

Accepted Answer

A) physical characteristics of the spokesperson. 
B) intelligence of the spokesperson. 
C) both physical and personality characteristics of the spokesperson. 
D) the expertise and likeability of the spokesperson. 
A) physical characteristics of the spokesperson. 
B) intelligence of the spokesperson. 
C) both physical and personality characteristics of the spokesperson. 
D) the expertise and likeability of the spokesperson.

Question 12

The potential for negative publicity caused by inappropriate actions of celebrities has led some advertisers to use deceased celebrities.

Accepted Answer

A) True 
 B)False

Question 13

Emotional appeals are not useful for business-to-business advertisements because they do not incorporate cognitive elements.

Accepted Answer

A) True 
 B)False

Question 14

Giving to a charity because the spokesperson in the ad is a Republican, and the viewer is also a Republican, is based on:

Accepted Answer

A) likeability. 
B) identification. 
C) consistency. 
D) empathy. 
A) likeability. 
B) identification. 
C) consistency. 
D) empathy.

Question 15

Many creatives view emotional advertising as the key to developing brand loyalty.

Accepted Answer

A) True 
 B)False

Question 16

Showing greasy potato chips versus Pringles is an example of a:

Accepted Answer

A) preemptive claim of superiority. 
B) generic demonstration of product quality. 
C) negative comparison ad. 
D) positive comparison ad. 
A) preemptive claim of superiority. 
B) generic demonstration of product quality. 
C) negative comparison ad. 
D) positive comparison ad.

Question 17

Television and print advertisements by Victoria's Secret models wearing only underwear use which type of sexual appeal?

Accepted Answer

A) Subliminal technique 
B) Nudity or partial nudity 
C) Overt sexuality 
D) Sexual suggestiveness 
A) Subliminal technique 
B) Nudity or partial nudity 
C) Overt sexuality 
D) Sexual suggestiveness

Question 18

"We make the best tacos in town," is an example of a hyperbole form of cognitive message strategy.

Accepted Answer

A) True 
 B)False

Question 19

As a source characteristic, expertise can be valuable in persuasive advertisements designed to change the audience's opinions or attitudes.

Accepted Answer

A) True 
 B)False

Question 20

Cognitive message strategies include generic messages, preemptive messages, hyperbole messages, resonance messages, and conative messages.

Accepted Answer

A) True 
 B)False

To be successful, the funniness in a humor appeal should be:

The three categories of message strategies coincide with the three components of attitudes.

Affective message strategies take two major forms: emotional and hyperbole.

What is a scarcity ad? How is scarcity created?

When using a conative message strategy, the primary message is about a product's attributes or benefits.

Expert authorities would most likely be used in which type of executional framework?

Nintendo holds 47 percent of the market share in the handheld game market. An advertisement for Nintendo using a cognitive message strategy would probably use which approach?

A rational appeal is closely tied to the stages of visual and verbal imagining, moving viewers from the cognitive to the conative component of attitude.

In terms of the relationship between message strategies and the hierarchy of effects model, affective message strategies are best suited to develop awareness, liking, and preference for a particular product or brand.

One danger in using celebrities as spokespersons is that their endorsement of too many products tarnishes:

In terms of source characteristics, attractiveness consists of:

The potential for negative publicity caused by inappropriate actions of celebrities has led some advertisers to use deceased celebrities.

Emotional appeals are not useful for business-to-business advertisements because they do not incorporate cognitive elements.

Giving to a charity because the spokesperson in the ad is a Republican, and the viewer is also a Republican, is based on:

Many creatives view emotional advertising as the key to developing brand loyalty.

Showing greasy potato chips versus Pringles is an example of a:

Television and print advertisements by Victoria's Secret models wearing only underwear use which type of sexual appeal?

"We make the best tacos in town," is an example of a hyperbole form of cognitive message strategy.

As a source characteristic, expertise can be valuable in persuasive advertisements designed to change the audience's opinions or attitudes.

Cognitive message strategies include generic messages, preemptive messages, hyperbole messages, resonance messages, and conative messages.

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

To be successful, the funniness in a humor appeal should be:

The three categories of message strategies coincide with the three components of attitudes.

Affective message strategies take two major forms: emotional and hyperbole.

What is a scarcity ad? How is scarcity created?

When using a conative message strategy, the primary message is about a product's attributes or benefits.

Expert authorities would most likely be used in which type of executional framework?

Nintendo holds 47 percent of the market share in the handheld game market. An advertisement for Nintendo using a cognitive message strategy would probably use which approach?

A rational appeal is closely tied to the stages of visual and verbal imagining, moving viewers from the cognitive to the conative component of attitude.

In terms of the relationship between message strategies and the hierarchy of effects model, affective message strategies are best suited to develop awareness, liking, and preference for a particular product or brand.

One danger in using celebrities as spokespersons is that their endorsement of too many products tarnishes:

In terms of source characteristics, attractiveness consists of:

The potential for negative publicity caused by inappropriate actions of celebrities has led some advertisers to use deceased celebrities.

Emotional appeals are not useful for business-to-business advertisements because they do not incorporate cognitive elements.

Giving to a charity because the spokesperson in the ad is a Republican, and the viewer is also a Republican, is based on:

Many creatives view emotional advertising as the key to developing brand loyalty.

Showing greasy potato chips versus Pringles is an example of a:

Television and print advertisements by Victoria's Secret models wearing only underwear use which type of sexual appeal?

"We make the best tacos in town," is an example of a hyperbole form of cognitive message strategy.

As a source characteristic, expertise can be valuable in persuasive advertisements designed to change the audience's opinions or attitudes.

Cognitive message strategies include generic messages, preemptive messages, hyperbole messages, resonance messages, and conative messages.

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