Exam 6: Advertising Design

As a source characteristic, similarity is the degree of confidence or the level of acceptance consumers place in a spokesperson's message.

Rational appeals are most effective when consumers have low levels of involvement, but are willing to pay attention to the ad.

Which type of cognitive message strategy is a direct promotion of a brand without any claim of superiority?

An authoritative execution assumes that consumer and business decision makers rely on which of the following when making purchase decisions?

Showing someone enjoying an exotic experience-such as a beach in Florida-would be which type of executional framework?

When a product solves an everyday life problem, the executional framework being used in the ad is most likely:

The cognitive impression made on viewers of a sexually-oriented ad depends on:

If a product's benefits can be presented within an emotional framework, the advertisement is normally more effective, even in business-to-business advertisements.

In terms of source characteristics, attractiveness has two components: physical attractiveness and social attractiveness.

New, emerging musical artists are now more receptive to the idea of using their songs in advertisements because they believe that using the songs will capture the kind of attention that will lead radio disc jockeys to play the song on the air.

The testimonial execution is effective, especially with services, because it simulates:

One major reason companies choose testimonial executions is that they offer a greater level of credibility, when the testimonies are made by actual customers.

When humor in an ad is remembered, the product or brand is almost always easily recalled.

Identification is the ability of the audience to identify with the spokesperson in an ad and is derived from:

An advertisement that hints that sex is about to take place is using which approach?

Name the five major forms of cognitive strategies.

What four types of sources or spokespersons can advertisers utilize?

Which message strategy is used to support promotions, such as coupons, premiums, and sweepstakes?

A nude male on a calendar for household furniture is a(n):

For some products, affective ads are an effective approach because there are no real tangible differences among brands.