Exam 7: Advertising Design-Message Strategies and Executional Frameworks

Based on the concept of variability theory,an advertisement's recall and effectiveness increases if the ad is seen in different environments.

(True/False)

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Question 181

Reebok's advertising claim that it is the only shoe using DMX technology,which results in a more comfortable fit,is an example of a(n):

(Multiple Choice)

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Question 182

Authoritative executional frameworks suggest buyers will be influenced by:

(Multiple Choice)

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Question 183

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

(True/False)

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Question 184

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

(True/False)

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Question 185

"Our product is better than brand X" is a form of:

(Multiple Choice)

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Question 186

In terms of the relationship between message strategies and the hierarchy of effects model,affective message strategies are best suited to develop awareness,liking and preference for a particular product or brand.

(True/False)

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Question 187

The fantasy executional framework relies on:

(Multiple Choice)

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Question 188

The generic cognitive message strategy is a(n):

(Multiple Choice)

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Question 189

Which conative message strategy is linked to impulse buys?

(Multiple Choice)

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Question 190

A danger of using celebrities as spokespersons is that their endorsement of too many products tarnishes:

(Multiple Choice)

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Question 191

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

(Multiple Choice)

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Question 192

A comparison ad means a product is directly or indirectly compared to the good or service sold by the competition.

(True/False)

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Question 193

Authoritative ads either provide scientific evidence or use an authoritative voice to present the information.

(True/False)

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Question 194

Ads work better if the audience can identify with the spokesperson in the ad.This identification is derived from both the similarity of the spokesperson to the audience as well as the spokesperson's attractiveness.

(True/False)

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Question 195

The following are types of executional frameworks,except:

(Multiple Choice)

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Question 196

Affective message strategies are designed to invoke feelings and emotions and match them to a good,service,or company.

(True/False)

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Question 197

A unique selling proposition message strategy is more difficult to use because of:

(Multiple Choice)

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Question 198

Using the creative brief,the creative should develop a means-end chain,starting with an attribute of the product that generates a specific customer benefit and eventually produces a desirable end state.

(True/False)

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Question 199

A hyperbole form of cognitive message strategy is a claim that can be tested based on some attribute or benefit.

(True/False)

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Question 200

Showing 181 - 200 of 252

Based on the concept of variability theory,an advertisement's recall and effectiveness increases if the ad is seen in different environments.

Reebok's advertising claim that it is the only shoe using DMX technology,which results in a more comfortable fit,is an example of a(n):

Authoritative executional frameworks suggest buyers will be influenced by:

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

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

"Our product is better than brand X" is a form of:

In terms of the relationship between message strategies and the hierarchy of effects model,affective message strategies are best suited to develop awareness,liking and preference for a particular product or brand.

The fantasy executional framework relies on:

The generic cognitive message strategy is a(n):

Which conative message strategy is linked to impulse buys?

A danger of using celebrities as spokespersons is that their endorsement of too many products tarnishes:

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

A comparison ad means a product is directly or indirectly compared to the good or service sold by the competition.

Authoritative ads either provide scientific evidence or use an authoritative voice to present the information.

Ads work better if the audience can identify with the spokesperson in the ad.This identification is derived from both the similarity of the spokesperson to the audience as well as the spokesperson's attractiveness.

The following are types of executional frameworks,except:

Affective message strategies are designed to invoke feelings and emotions and match them to a good,service,or company.

A unique selling proposition message strategy is more difficult to use because of:

Using the creative brief,the creative should develop a means-end chain,starting with an attribute of the product that generates a specific customer benefit and eventually produces a desirable end state.

A hyperbole form of cognitive message strategy is a claim that can be tested based on some attribute or benefit.

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

Promotions Opportunity Analysis

Advertising Management

Advertising Design-Theoretical Frameworks and Types of Appeals

Traditional Media Channels

E-active Marketing

Alternative Marketing

Database and Direct Response Marketing

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters