Exam 7: Advertising Design-Message Strategies and Executional Frameworks

For products with no real tangible differences among the various brands,which message strategy is best at developing a liking and positive feelings toward a particular brand?

Animation is a type of slice-of-life advertising execution.

Which type of executional framework seeks to convince buyers that a given product is superior?

In creating an advertisement,the process begins with:

What are the two types of conative message strategies? Define both.

A message strategy and a message theme are the same thing.

In terms of source characteristics,attractiveness consists of:

A slice-of-life executional framework and a dramatization are largely the same,except for the level of intensity or suspense.

A generic message is a direct promotion of a good or service without any claim of superiority.

A fantasy execution lifts the audience to a make-believe experience or beyond reality.

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

In response to the shift towards greater testing and research of creative ideas,creatives have:

What are the two types of affective message strategies? Define both.

A unique selling proposition is an explicit,testable claim of uniqueness or superiority.

Typical ad campaigns last:

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

In terms of attitude formation,cognitive message strategies are designed to follow the sequence of cognitive → affective → conative.

One reason companies are using more typical person endorsers is the overuse of celebrities in ads.

Of the following executional frameworks,which is least likely to be used in business-to-business ads?

Cognitive message strategies are a common approach to developing a strong brand name.