Question 1

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

Accepted Answer

A) True 
 B)False

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 
A)  testimonial 
B)  slice-of-life 
C)  informative 
D)  authoritative

Question 3

In terms of the hierarchy of effects model,conative message strategies would be most closely tied to the:

Accepted Answer

A)  awareness and knowledge stages 
B)  liking, preference, and conviction stages 
C)  actual purchase stage 
D)  awareness stage 
A)  awareness and knowledge stages 
B)  liking, preference, and conviction stages 
C)  actual purchase stage 
D)  awareness stage

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

The following are types of executional frameworks,except:

Accepted Answer

A)  testimonial 
B)  authoritative 
C)  rational 
D)  demonstration 
A)  testimonial 
B)  authoritative 
C)  rational 
D)  demonstration

Question 6

An endorsement by Consumer Reports would typically be used in which type of executional framework?

Accepted Answer

A)  slice-of-life 
B)  dramatization 
C)  authoritative 
D)  fantasy 
A)  slice-of-life 
B)  dramatization 
C)  authoritative 
D)  fantasy

Question 7

One of the major keys to successful using the informative execution is:

Accepted Answer

A)  using customers in the ad 
B)  placement of the ad 
C)  the selection of the right media 
D)  the type of appeal that is used 
A)  using customers in the ad 
B)  placement of the ad 
C)  the selection of the right media 
D)  the type of appeal that is used

Question 8

Many authoritative executions include some type of scientific or survey support.

Accepted Answer

A) True 
 B)False

Question 9

Tag lines help consumers tie an advertisement into current knowledge structure nodes that already exist in their minds.

Accepted Answer

A) True 
 B)False

Question 10

When Sprint advertising says "our reception is better than Cingular's," it is a form of negative comparison.

Accepted Answer

A) True 
 B)False

Question 11

What four types of sources or spokespersons can advertisers utilize?

Accepted Answer

∙Celebriti

Question 12

A unique selling proposition does not require support or substantiation,because it is so similar to hyperbole.

Accepted Answer

A) True 
 B)False

Question 13

If a product's benefits can be presented within an emotional message strategy framework,the advertisement is normally:

Accepted Answer

A)  more affective for b-to-b products than for consumer products 
B)  less affective than using a rational argument approach 
C)  less affective than using a cognitive message strategy approach 
D)  more effective for both consumer products and b-to-b products 
A)  more affective for b-to-b products than for consumer products 
B)  less affective than using a rational argument approach 
C)  less affective than using a cognitive message strategy approach 
D)  more effective for both consumer products and b-to-b products

Question 14

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

Question 15

Perfumes and colognes often use a demonstration form of executional framework,because they are easy to show in a positive light.

Accepted Answer

A) True 
 B)False

Question 16

In terms of endorsers,celebrities and CEOs are not typically viewed as expert sources for product endorsements.

Accepted Answer

A) True 
 B)False

Question 17

Identification is the ability of the audience to identify with the spokesperson in an ad.Identification is derived from:

Accepted Answer

A)  expertise and credibility 
B)  attractiveness and likeability 
C)  personality and charisma 
D)  similarity and attractiveness 
A)  expertise and credibility 
B)  attractiveness and likeability 
C)  personality and charisma 
D)  similarity and attractiveness

Question 18

Demonstration ads are well suited to television because the actual product features can be clearly shown.

Accepted Answer

A) True 
 B)False

Question 19

Resonance advertising attempts to connect a product with a consumer's experiences and is a form of affective message strategy.

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

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

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

In terms of the hierarchy of effects model,conative message strategies would be most closely tied to the:

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

The following are types of executional frameworks,except:

An endorsement by Consumer Reports would typically be used in which type of executional framework?

One of the major keys to successful using the informative execution is:

Many authoritative executions include some type of scientific or survey support.

Tag lines help consumers tie an advertisement into current knowledge structure nodes that already exist in their minds.

When Sprint advertising says "our reception is better than Cingular's," it is a form of negative comparison.

What four types of sources or spokespersons can advertisers utilize?

A unique selling proposition does not require support or substantiation,because it is so similar to hyperbole.

If a product's benefits can be presented within an emotional message strategy framework,the advertisement is normally:

Consumers often think comparative ads:

Perfumes and colognes often use a demonstration form of executional framework,because they are easy to show in a positive light.

In terms of endorsers,celebrities and CEOs are not typically viewed as expert sources for product endorsements.

Identification is the ability of the audience to identify with the spokesperson in an ad.Identification is derived from:

Demonstration ads are well suited to television because the actual product features can be clearly shown.

Resonance advertising attempts to connect a product with a consumer's experiences and is a form of affective message strategy.

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

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

Exam 7: Advertising Design-Message Strategies and Executional Frameworks

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

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

In terms of the hierarchy of effects model,conative message strategies would be most closely tied to the:

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

The following are types of executional frameworks,except:

An endorsement by Consumer Reports would typically be used in which type of executional framework?

One of the major keys to successful using the informative execution is:

Many authoritative executions include some type of scientific or survey support.

Tag lines help consumers tie an advertisement into current knowledge structure nodes that already exist in their minds.

When Sprint advertising says "our reception is better than Cingular's," it is a form of negative comparison.

What four types of sources or spokespersons can advertisers utilize?

A unique selling proposition does not require support or substantiation,because it is so similar to hyperbole.

If a product's benefits can be presented within an emotional message strategy framework,the advertisement is normally:

Consumers often think comparative ads:

Perfumes and colognes often use a demonstration form of executional framework,because they are easy to show in a positive light.

In terms of endorsers,celebrities and CEOs are not typically viewed as expert sources for product endorsements.

Identification is the ability of the audience to identify with the spokesperson in an ad.Identification is derived from:

Demonstration ads are well suited to television because the actual product features can be clearly shown.

Resonance advertising attempts to connect a product with a consumer's experiences and is a form of affective message strategy.

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

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