Question 1

Using the hierarchy of effects model to develop liking of a product or brand, the best creative message strategies to use would be:

Accepted Answer

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

Question 2

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

Question 3

Using typical persons and CEOs as spokespeople in ads are difficult because:

Accepted Answer

A)  the individuals are often perceived as not being credible 
B)  they do not have a high level of expertise 
C)  they are not professional actors so they are more difficult to work with 
D)  they are not physically attractive

Question 4

Testimonial executions have been successful for many years, especially in the business-to-business and service sectors.

Accepted Answer

A) True 
 B)False

Question 5

Name the ways to present claims in authoritative executions.

Accepted Answer

The answer of Name the ways to present claims in...

Question 6

While the slice-of-life execution is ideal for television, it also can be used in print advertisements.

Accepted Answer

A) True 
 B)False

Question 7

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?

Accepted Answer

A)  slice-of-life 
B)  dramatization 
C)  testimonial 
D)  expert authority

Question 8

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

Question 9

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

Question 10

Which organization is most likely to investigate comparative advertising?

Accepted Answer

A)  Federal Trade Commission 
B)  World Trade Organization 
C)  Congress 
D)  U.S. Postal Service

Question 11

One danger of using a CEO or other prominent official of a corporation is that the person may not possess the source characteristics of:

Accepted Answer

A)  trustworthiness and expertise 
B)  attractiveness and likeability 
C)  credibility and expertise 
D)  likeability and trustworthiness

Question 12

Generic message strategies are seldom found in the business-to-business advertisements, because few firms dominate an industry.

Accepted Answer

A) True 
 B)False

Question 13

Conative message strategies utilize an attitude formation sequence of:

Accepted Answer

A)  affective → conative → cognitive 
B)  conative → cognitive → affective 
C)  cognitive → conative → affective 
D)  affective → cognitive → conative

Question 14

The last component of a slice-of-life execution is the:

Accepted Answer

A)  interaction 
B)  problem 
C)  encounter 
D)  solution

Question 15

Consumers often think comparative ads:

Accepted Answer

A)  are less believable 
B)  are more believable 
C)  contain accurate information 
D)  develop more favorable attitudes toward the brand

Question 16

Visual consistency is important in creating effective advertisements because buyers, whether consumers or businesses, spend very little time viewing or listening to advertisements.

Accepted Answer

A) True 
 B)False

Question 17

Celebrities normally score well in terms of trustworthiness, believability, persuasiveness, and likeability.

Accepted Answer

A) True 
 B)False

Question 18

The cognitive message strategy approach that is most likely to require substantiation of claims to prevent potential lawsuits made would be:

Accepted Answer

A)  hyperbole 
B)  preemptive 
C)  unique selling proposition 
D)  comparative

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

In terms of spokesperson characteristics, which is the degree of confidence or the level of acceptance consumers place in the spokesperson's message?

Accepted Answer

A)  trustworthiness 
B)  expertise 
C)  credibility 
D)  likeability

Exam 7: Advertising Design: Message Strategies and Executional Frameworks

Using the hierarchy of effects model to develop liking of a product or brand, the best creative message strategies to use would be:

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

Using typical persons and CEOs as spokespeople in ads are difficult because:

Testimonial executions have been successful for many years, especially in the business-to-business and service sectors.

Name the ways to present claims in authoritative executions.

While the slice-of-life execution is ideal for television, it also can be used in print advertisements.

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?

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?

In terms of source characteristics, attractiveness consists of:

Which organization is most likely to investigate comparative advertising?

One danger of using a CEO or other prominent official of a corporation is that the person may not possess the source characteristics of:

Generic message strategies are seldom found in the business-to-business advertisements, because few firms dominate an industry.

Conative message strategies utilize an attitude formation sequence of:

The last component of a slice-of-life execution is the:

Consumers often think comparative ads:

Visual consistency is important in creating effective advertisements because buyers, whether consumers or businesses, spend very little time viewing or listening to advertisements.

Celebrities normally score well in terms of trustworthiness, believability, persuasiveness, and likeability.

The cognitive message strategy approach that is most likely to require substantiation of claims to prevent potential lawsuits made would be:

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

In terms of spokesperson characteristics, which is the degree of confidence or the level of acceptance consumers place in the spokesperson's message?