Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

What are the advantages and disadvantages of comparative ads?

Accepted Answer

The answer of What are the advantages and disadvantages of...

Question 3

Paid actors or models can be used in an advertisement to portray ordinary, everyday people.

Accepted Answer

A) True 
 B)False

Question 4

Using a fear appeal in an advertisement increases both the viewer's interest in the ad and the persuasiveness of the ad.

Accepted Answer

A) True 
 B)False

Question 5

Byron has an interest in purchasing a motorcycle and is now looking at different models and gathering information about each one. The ________ 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

Question 6

Name the five major forms of cognitive strategies.

Accepted Answer

The answer of Name the five major forms of cognitive...

Question 7

Sexually suggestive ads tend to work well with personal products such as perfume or cologne.

Accepted Answer

A) True 
 B)False

Question 8

Which are the best outlets for a rational appeal?

Accepted Answer

A)  Broadcast media 
B)  Television and direct mail 
C)  Print media and the internet 
D)  Non-traditional media

Question 9

Showing how a product works is found in which type of executional framework?

Accepted Answer

A)  Slice-of-life 
B)  Testimonial 
C)  Demonstration 
D)  Fantasy

Question 10

"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 11

A print advertisement for Bijan uses the picture of a grandmother with a testimony about the perfume and how her granddaughters now wear Bijan. The advertisement presents a testimonial execution with a(n) ________ message strategy.

Accepted Answer

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

Question 12

Most creatives view the ________ advertising appeal as the key to developing brand loyalty.

Accepted Answer

A)  rational 
B)  humorous 
C)  emotional 
D)  sex-oriented

Question 13

The primary benefit of using a well-known song in a musical appeal is that consumers have already developed an affinity for a song, which normally is then transferred to the product or brand.

Accepted Answer

A) True 
 B)False

Question 14

Rotoscoping is used in a(n):

Accepted Answer

A)  animation. 
B)  dramatization. 
C)  testimonial. 
D)  authoritative.

Question 15

An informative execution typically presents information to the audience in a straightforward manner.

Accepted Answer

A) True 
 B)False

Question 16

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 17

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

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

Ads that use nudity or partial nudity are almost always designed to elicit some type of sexual response in viewers.

Accepted Answer

A) True 
 B)False

Question 20

Affective message strategies utilize the attitude formation sequence of affective → conative → cognitive.

Accepted Answer

A) True 
 B)False

Exam 6: Advertising Design

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

What are the advantages and disadvantages of comparative ads?

Paid actors or models can be used in an advertisement to portray ordinary, everyday people.

Using a fear appeal in an advertisement increases both the viewer's interest in the ad and the persuasiveness of the ad.

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

Name the five major forms of cognitive strategies.

Sexually suggestive ads tend to work well with personal products such as perfume or cologne.

Which are the best outlets for a rational appeal?

Showing how a product works is found in which type of executional framework?

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

A print advertisement for Bijan uses the picture of a grandmother with a testimony about the perfume and how her granddaughters now wear Bijan. The advertisement presents a testimonial execution with a(n) ________ message strategy.

Most creatives view the ________ advertising appeal as the key to developing brand loyalty.

The primary benefit of using a well-known song in a musical appeal is that consumers have already developed an affinity for a song, which normally is then transferred to the product or brand.

Rotoscoping is used in a(n) :

An informative execution typically presents information to the audience in a straightforward manner.

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

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

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

Ads that use nudity or partial nudity are almost always designed to elicit some type of sexual response in viewers.

Affective message strategies utilize the attitude formation sequence of affective → conative → cognitive.