Question 1

Brand awareness, brand equity, and brand loyalty are more difficult to develop when consumers are already familiar with the music used in an advertisement than when a new song, music, or jingle is written.

Accepted Answer

A) True 
 B)False

Question 2

Informative executions work best for low-involvement products.

Accepted Answer

A) True 
 B)False

Question 3

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 which type of message strategy?

Accepted Answer

A) Cognitive 
B) Affective 
C) Conative 
D) Brand

Question 4

What are the major criticisms of sexuality in advertising?

Accepted Answer

The answer of What are the major criticisms of sexuality...

Question 5

Rotoscoping is used in a(n):

Accepted Answer

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

Question 6

Research indicates that humor will:

Accepted Answer

A) capture a person's attention, but adversely affects recall of the product's benefits. 
B) capture a person's attention, but interferes with brand recall. 
C) cut through clutter if the humor is tied closely to the product's attributes. 
D) elevate a person's mood, which will then be transferred to the product being advertised.

Question 7

While a musical appeal can be effective in gaining a viewer's attention, it often decreases the retention of information in the ad.

Accepted Answer

A) True 
 B)False

Question 8

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 9

Rotoscoping is a new, high-tech form of fantasy execution.

Accepted Answer

A) True 
 B)False

Question 10

Authoritative executions suggest buyers will be influenced by:

Accepted Answer

A) testimonies from customers. 
B) action-inducing offers. 
C) rational thought. 
D) emotions.

Question 11

Most advertisers believe which level of fear is most likely to succeed in an advertisement?

Accepted Answer

A) Low, non-threatening 
B) Moderate 
C) High 
D) Severe

Question 12

Which type of appeal closely follows the steps in the hierarchy of effects model?

Accepted Answer

A) Sexual 
B) Emotional 
C) Rational 
D) Scarcity

Question 13

Humor overcomes clutter by:

Accepted Answer

A) making the person laugh. 
B) frequently repeating the company's name. 
C) capturing attention. 
D) making other products less memorable.

Question 14

The major advantage of comparison ads is that they are effective in capturing the viewer's attention.

Accepted Answer

A) True 
 B)False

Question 15

Decorative models are people who:

Accepted Answer

A) are key product spokespersons. 
B) are nude models in television ads. 
C) adorn a product as a sexual stimulus. 
D) design attractive products.

Question 16

Humor has proven to be one of the best appeals for cutting through advertising clutter.

Accepted Answer

A) True 
 B)False

Question 17

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 18

A celebrity endorser is used in advertisements because his or her stamp of approval offers all of the following advantages except:

Accepted Answer

A) enhances the product's brand equity. 
B) enhances consumers' emotional bonds with the product. 
C) aids in the establishment of a "personality" for a brand. 
D) improves recall of brand benefits.

Question 19

The slice-of-life execution is seldom used for business-to-business advertisements.

Accepted Answer

A) True 
 B)False

Question 20

Scarcity appeals:

Accepted Answer

A) only work in children's advertising because adults are aware of the ploy. 
B) do not work for children because they cannot process the information. 
C) urge consumers to buy a product because of some kind of limitation. 
D) urge consumers to save money to buy the product later.

Exam 6: Advertising Design

Brand awareness, brand equity, and brand loyalty are more difficult to develop when consumers are already familiar with the music used in an advertisement than when a new song, music, or jingle is written.

Informative executions work best for low-involvement products.

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 which type of message strategy?

What are the major criticisms of sexuality in advertising?

Rotoscoping is used in a(n) :

Research indicates that humor will:

While a musical appeal can be effective in gaining a viewer's attention, it often decreases the retention of information in the ad.

Conative message strategies utilize an attitude formation sequence of:

Rotoscoping is a new, high-tech form of fantasy execution.

Authoritative executions suggest buyers will be influenced by:

Most advertisers believe which level of fear is most likely to succeed in an advertisement?

Which type of appeal closely follows the steps in the hierarchy of effects model?

Humor overcomes clutter by:

The major advantage of comparison ads is that they are effective in capturing the viewer's attention.

Decorative models are people who:

Humor has proven to be one of the best appeals for cutting through advertising clutter.

Consumers often think comparative ads:

A celebrity endorser is used in advertisements because his or her stamp of approval offers all of the following advantages except:

The slice-of-life execution is seldom used for business-to-business advertisements.

Scarcity appeals: