Question 1

When featuring music in advertisements, the most common method is to use a song that has already been written or a jingle that already exists.

Accepted Answer

A) True 
 B)False

Question 2

Ads work better if the audience can identify with the spokesperson in the ad.

Accepted Answer

A) True 
 B)False

Question 3

Animation has become increasingly popular and is now used in business-to-business ads in addition to consumer ads.

Accepted Answer

A) True 
 B)False

Question 4

Byron has an interest in purchasing a motorcycle and is now looking at different models and gathering information about each one. Which type of appeal would be the most effective in developing or changing Byron's attitude and in establishing specific brand beliefs?

Accepted Answer

A) Sex 
B) Emotional 
C) Humor 
D) Rational 
A) Sex 
B) Emotional 
C) Humor 
D) Rational

Question 5

When using the hierarchy of effects model to develop conviction for a particular product or brand, the best creative message strategy to use would be:

Accepted Answer

A) affective. 
B) cognitive. 
C) conative. 
D) corporate. 
A) affective. 
B) cognitive. 
C) conative. 
D) corporate.

Question 6

The particular type of appeal that should be used in an advertisement should be based on a review of the creative brief, the objective of the advertisement, and the means-end chain to be conveyed.

Accepted Answer

A) True 
 B)False

Question 7

Some musicians now see writing and singing songs for advertisements as a way to get their songs heard and eventually played by people, apart from the ad. The advantages of this method of writing songs for ads include all of the following except:

Accepted Answer

A) it is easier to develop brand awareness, brand equity, and brand loyalty. 
B) marketers see an opportunity to tie a new, emerging song to a product. 
C) many consumers are interested in finding out who performs the music in various ads. 
D) the internet provides an opportunity to post the song for people to enjoy. 
A) it is easier to develop brand awareness, brand equity, and brand loyalty. 
B) marketers see an opportunity to tie a new, emerging song to a product. 
C) many consumers are interested in finding out who performs the music in various ads. 
D) the internet provides an opportunity to post the song for people to enjoy.

Question 8

Rational appeals:

Accepted Answer

A) match the traditional steps of the hierarchy of effects model. 
B) often include some other type of appeal to gain attention. 
C) are focused on brand image rather than product benefits. 
D) are used more in consumer advertising than in business-to-business advertising. 
A) match the traditional steps of the hierarchy of effects model. 
B) often include some other type of appeal to gain attention. 
C) are focused on brand image rather than product benefits. 
D) are used more in consumer advertising than in business-to-business advertising.

Question 9

The types of sexually-oriented ads that will produce the highest level of physiological responses are:

Accepted Answer

A) nudity and overt sexuality. 
B) nudity and sexual suggestiveness. 
C) sensuality and sexual suggestiveness. 
D) nudity and partial nudity. 
A) nudity and overt sexuality. 
B) nudity and sexual suggestiveness. 
C) sensuality and sexual suggestiveness. 
D) nudity and partial nudity.

Question 10

A spokesperson's credibility is derived from the composite of attractiveness, likeability, trustworthiness, and intelligence.

Accepted Answer

A) True 
 B)False

Question 11

Mr. Booth owns the local Ford dealership and recently filmed an advertisement where he talks about the deals consumers can obtain at his dealership. For this type of ad, Mr. Booth is 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 12

The authoritative execution works especially well in specialty magazines and trade journals.

Accepted Answer

A) True 
 B)False

Question 13

The most common themes for fantasy executions are sex, love, and romance.

Accepted Answer

A) True 
 B)False

Question 14

A generic message is a direct promotion of a good or service without any claim of superiority.

Accepted Answer

A) True 
 B)False

Question 15

Music is effective at gaining a viewer's attention:

Accepted Answer

A) but often interferes with the person's ability to retain the information in the ad. 
B) but interferes with brand and product recall. 
C) and increases the retention of information in the ad. 
D) and increasing the viewer's propensity to action. 
A) but often interferes with the person's ability to retain the information in the ad. 
B) but interferes with brand and product recall. 
C) and increases the retention of information in the ad. 
D) and increasing the viewer's propensity to action.

Question 16

When a viewer of an advertisement believes he or she can take action to prevent negative consequences by purchasing a product, the individual is exhibiting self-efficacy.

Accepted Answer

A) True 
 B)False

Question 17

When determining the level of sex appeal to use in an advertisement, it is important to consider:

Accepted Answer

A) the amount of sexually-oriented advertising that is being used by competitors. 
B) how decorative models are being used. 
C) society's view and level of acceptance at the time the ad is to run. 
D) the target audiences' view of sexuality. 
A) the amount of sexually-oriented advertising that is being used by competitors. 
B) how decorative models are being used. 
C) society's view and level of acceptance at the time the ad is to run. 
D) the target audiences' view of sexuality.

Question 18

Impulse buys are primarily linked to cognitive message strategies.

Accepted Answer

A) True 
 B)False

Question 19

Which message strategy attempts to elicit powerful emotions that eventually lead to higher product recall?

Accepted Answer

A) Generic 
B) Cognitive 
C) Emotional 
D) Preemptive 
A) Generic 
B) Cognitive 
C) Emotional 
D) Preemptive

Question 20

What roles can music play in advertisements?

Accepted Answer

∙Incidental background
∙Primar

When featuring music in advertisements, the most common method is to use a song that has already been written or a jingle that already exists.

Ads work better if the audience can identify with the spokesperson in the ad.

Animation has become increasingly popular and is now used in business-to-business ads in addition to consumer ads.

Byron has an interest in purchasing a motorcycle and is now looking at different models and gathering information about each one. Which type of appeal would be the most effective in developing or changing Byron's attitude and in establishing specific brand beliefs?

When using the hierarchy of effects model to develop conviction for a particular product or brand, the best creative message strategy to use would be:

The particular type of appeal that should be used in an advertisement should be based on a review of the creative brief, the objective of the advertisement, and the means-end chain to be conveyed.

Some musicians now see writing and singing songs for advertisements as a way to get their songs heard and eventually played by people, apart from the ad. The advantages of this method of writing songs for ads include all of the following except:

Rational appeals:

The types of sexually-oriented ads that will produce the highest level of physiological responses are:

A spokesperson's credibility is derived from the composite of attractiveness, likeability, trustworthiness, and intelligence.

Mr. Booth owns the local Ford dealership and recently filmed an advertisement where he talks about the deals consumers can obtain at his dealership. For this type of ad, Mr. Booth is which type of endorser?

The authoritative execution works especially well in specialty magazines and trade journals.

The most common themes for fantasy executions are sex, love, and romance.

A generic message is a direct promotion of a good or service without any claim of superiority.

Music is effective at gaining a viewer's attention:

When a viewer of an advertisement believes he or she can take action to prevent negative consequences by purchasing a product, the individual is exhibiting self-efficacy.

When determining the level of sex appeal to use in an advertisement, it is important to consider:

Impulse buys are primarily linked to cognitive message strategies.

Which message strategy attempts to elicit powerful emotions that eventually lead to higher product recall?

What roles can music play in advertisements?

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

When featuring music in advertisements, the most common method is to use a song that has already been written or a jingle that already exists.

Ads work better if the audience can identify with the spokesperson in the ad.

Animation has become increasingly popular and is now used in business-to-business ads in addition to consumer ads.

Byron has an interest in purchasing a motorcycle and is now looking at different models and gathering information about each one. Which type of appeal would be the most effective in developing or changing Byron's attitude and in establishing specific brand beliefs?

When using the hierarchy of effects model to develop conviction for a particular product or brand, the best creative message strategy to use would be:

The particular type of appeal that should be used in an advertisement should be based on a review of the creative brief, the objective of the advertisement, and the means-end chain to be conveyed.

Some musicians now see writing and singing songs for advertisements as a way to get their songs heard and eventually played by people, apart from the ad. The advantages of this method of writing songs for ads include all of the following except:

Rational appeals:

The types of sexually-oriented ads that will produce the highest level of physiological responses are:

A spokesperson's credibility is derived from the composite of attractiveness, likeability, trustworthiness, and intelligence.

Mr. Booth owns the local Ford dealership and recently filmed an advertisement where he talks about the deals consumers can obtain at his dealership. For this type of ad, Mr. Booth is which type of endorser?

The authoritative execution works especially well in specialty magazines and trade journals.

The most common themes for fantasy executions are sex, love, and romance.

A generic message is a direct promotion of a good or service without any claim of superiority.

Music is effective at gaining a viewer's attention:

When a viewer of an advertisement believes he or she can take action to prevent negative consequences by purchasing a product, the individual is exhibiting self-efficacy.

When determining the level of sex appeal to use in an advertisement, it is important to consider:

Impulse buys are primarily linked to cognitive message strategies.

Which message strategy attempts to elicit powerful emotions that eventually lead to higher product recall?

What roles can music play in advertisements?

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