Exam 6: Advertising Design

A business-to-business ad featuring a routine business experience, a problem, an interaction, and then a company's product that provides a solution is which form of executional framework?

The advertising appeal is the primary tactic or approach used to deliver a message theme.

In the hierarchy of effects model, cognitive message strategies would be most closely tied to which stage(s)?

Celebrity endorsers are used for ads because their stamp of approval on a product can enhance the product's brand equity and create emotional bonds between the consumers and the brand being endorsed.

The manner in which an advertising appeal is presented and a message strategy is conveyed is the:

A unique selling proposition does not require support or substantiation although the claims made could be tested or substantiated in some manner.

Each of the following is a type of executional framework except:

"We are Chicago's friendliest car dealer!" is an example of which type of cognitive message?

A physician endorsing a specific brand of medicine would likely exhibit a high level of:

The preemptive message strategy works best for a firm that is clearly the brand leader and is the dominant company in the industry.

An ad that is targeted toward stay-at-home moms, which begins with this phrase, "Since I stopped working, I have more time for my kids," emphasizes:

When Sprint advertising says "our reception is better than Verizon's," it is a form of negative comparison.

Describe the steps in a slice-of-life executional framework.

Which type of cognitive message strategy works best for a firm that is clearly the brand leader and the dominant company in the industry?

Although sexually-oriented advertisements attract attention, ________ is lower than for ads using a different type of appeal.

Which organization is most likely to investigate comparative advertising complaints?

Scarcity appeals are designed to build brand awareness and lead to positive attitudes toward the brand.

Low levels of fear in an ad may not create feelings of severity or vulnerability.

Which of the following tends to work the best when developing comparative ads?

Advertisements using overt sexual stimuli or containing nudity produce higher levels of physiological arousal responses in males, but not for females.