Question 1

An action-inducing conative advertisement is one way to get people to make impulse buys.

Accepted Answer

A) True 
 B)False

Question 2

Marketing messages travel in two ways: personal sources and impersonal sources.

Accepted Answer

A) True 
 B)False

Question 3

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

Accepted Answer

A) True 
 B)False

Question 4

In a television advertisement,Chris is about ready to lose a girlfriend because he did not purchase the right piece of jewelry.A voice-over offers a solution,the jewelry is purchased at the advertised store and the girlfriend is now happy.This illustrates which form of executional framework?

Accepted Answer

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

Question 5

Cognitive message strategies include generic messages,preemptive messages,hyperbole messages,resonance messages,and action-inducing messages.

Accepted Answer

A) True 
 B)False

Question 6

A danger of using a CEO or other prominent official of a corporation,is the that person may not possess the source characteristics of:

Accepted Answer

A)  trustworthiness and expertise 
B)  attractiveness and likeability 
C)  credibility and expertise 
D)  likeability and trustworthiness 
A)  trustworthiness and expertise 
B)  attractiveness and likeability 
C)  credibility and expertise 
D)  likeability and trustworthiness

Question 7

A cognitive message strategy is a presentation of rational arguments or pieces of information about a good or service.

Accepted Answer

A) True 
 B)False

Question 8

The preemptive message strategy works best for a firm that is clearly the brand leader and is the dominant company in the industry.

Accepted Answer

A) True 
 B)False

Question 9

Name the ways to present claims in authoritative ads.

Accepted Answer

∙Experts
∙Scientific or survey

Question 10

An explicit,testable claim of uniqueness or superiority that can be supported or substantiated in some manner is which form of message strategy?

Accepted Answer

A)  generic 
B)  preemptive 
C)  hyperbole 
D)  unique selling proposition 
A)  generic 
B)  preemptive 
C)  hyperbole 
D)  unique selling proposition

Question 11

Generic message strategies are seldom used in the business-to-business sector because:

Accepted Answer

A)  emotional strategies are more effective 
B)  it is often used by competitors 
C)  it does not lead to any specific action 
D)  few firms dominate an industry 
A)  emotional strategies are more effective 
B)  it is often used by competitors 
C)  it does not lead to any specific action 
D)  few firms dominate an industry

Question 12

In terms of the three components of attitude,the Dove "Onslaught" campaign is attempting to reach women,especially mothers,through the affective component of attitude.

Accepted Answer

A) True 
 B)False

Question 13

The testimonial executional framework is effective,especially with services,because it simulates:

Accepted Answer

A)  a fantasy 
B)  negative likeability 
C)  a word-of-mouth recommendation 
D)  visual esperanto 
A)  a fantasy 
B)  negative likeability 
C)  a word-of-mouth recommendation 
D)  visual esperanto

Question 14

An untestable claim about a product's benefits or attributes is which form of cognitive message?

Accepted Answer

A)  preemptive 
B)  unique selling proposition 
C)  hyperbole 
D)  comparative 
A)  preemptive 
B)  unique selling proposition 
C)  hyperbole 
D)  comparative

Question 15

Visual consistency is important in creating effective advertisements because buyers,whether consumers or businesses,spend very little time viewing or listening to advertisements.

Accepted Answer

A) True 
 B)False

Question 16

Using typical persons and CEOs as spokespeople in ads are difficult because:

Accepted Answer

A)  the individuals are often perceived as not being credible 
B)  do not have a high level of expertise 
C)  they are not professional actors so they are more difficult to work with 
D)  they are not physically attractive 
A)  the individuals are often perceived as not being credible 
B)  do not have a high level of expertise 
C)  they are not professional actors so they are more difficult to work with 
D)  they are not physically attractive

Question 17

Showing greasy potato chips versus Pringles is an example of a:

Accepted Answer

A)  preemptive claim of superiority 
B)  generic demonstration of product quality 
C)  negative comparison ad 
D)  positive comparison ad 
A)  preemptive claim of superiority 
B)  generic demonstration of product quality 
C)  negative comparison ad 
D)  positive comparison ad

Question 18

The process of digitally painting or sketching figures into live television sequences is called:

Accepted Answer

A)  digitalizing 
B)  rotoscoping 
C)  clay animation 
D)  a fantasy execution 
A)  digitalizing 
B)  rotoscoping 
C)  clay animation 
D)  a fantasy execution

Question 19

Which cognitive message strategy works best for a firm that is clearly the brand leader and is the dominant company in the industry?

Accepted Answer

A)  generic 
B)  preemptive 
C)  unique selling proposition 
D)  hyperbole 
A)  generic 
B)  preemptive 
C)  unique selling proposition 
D)  hyperbole

Question 20

A spokesperson's credibility is derived from trustworthiness and all of the following characteristics,except:

Accepted Answer

A)  attractiveness 
B)  intelligence 
C)  likeability 
D)  expertise 
A)  attractiveness 
B)  intelligence 
C)  likeability 
D)  expertise

An action-inducing conative advertisement is one way to get people to make impulse buys.

Marketing messages travel in two ways: personal sources and impersonal sources.

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

In a television advertisement,Chris is about ready to lose a girlfriend because he did not purchase the right piece of jewelry.A voice-over offers a solution,the jewelry is purchased at the advertised store and the girlfriend is now happy.This illustrates which form of executional framework?

Cognitive message strategies include generic messages,preemptive messages,hyperbole messages,resonance messages,and action-inducing messages.

A danger of using a CEO or other prominent official of a corporation,is the that person may not possess the source characteristics of:

A cognitive message strategy is a presentation of rational arguments or pieces of information about a good or service.

The preemptive message strategy works best for a firm that is clearly the brand leader and is the dominant company in the industry.

Name the ways to present claims in authoritative ads.

An explicit,testable claim of uniqueness or superiority that can be supported or substantiated in some manner is which form of message strategy?

Generic message strategies are seldom used in the business-to-business sector because:

In terms of the three components of attitude,the Dove "Onslaught" campaign is attempting to reach women,especially mothers,through the affective component of attitude.

The testimonial executional framework is effective,especially with services,because it simulates:

An untestable claim about a product's benefits or attributes is which form of cognitive message?

Visual consistency is important in creating effective advertisements because buyers,whether consumers or businesses,spend very little time viewing or listening to advertisements.

Using typical persons and CEOs as spokespeople in ads are difficult because:

Showing greasy potato chips versus Pringles is an example of a:

The process of digitally painting or sketching figures into live television sequences is called:

Which cognitive message strategy works best for a firm that is clearly the brand leader and is the dominant company in the industry?

A spokesperson's credibility is derived from trustworthiness and all of the following characteristics,except:

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

An action-inducing conative advertisement is one way to get people to make impulse buys.

Marketing messages travel in two ways: personal sources and impersonal sources.

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

In a television advertisement,Chris is about ready to lose a girlfriend because he did not purchase the right piece of jewelry.A voice-over offers a solution,the jewelry is purchased at the advertised store and the girlfriend is now happy.This illustrates which form of executional framework?

Cognitive message strategies include generic messages,preemptive messages,hyperbole messages,resonance messages,and action-inducing messages.

A danger of using a CEO or other prominent official of a corporation,is the that person may not possess the source characteristics of:

A cognitive message strategy is a presentation of rational arguments or pieces of information about a good or service.

The preemptive message strategy works best for a firm that is clearly the brand leader and is the dominant company in the industry.

Name the ways to present claims in authoritative ads.

An explicit,testable claim of uniqueness or superiority that can be supported or substantiated in some manner is which form of message strategy?

Generic message strategies are seldom used in the business-to-business sector because:

In terms of the three components of attitude,the Dove "Onslaught" campaign is attempting to reach women,especially mothers,through the affective component of attitude.

The testimonial executional framework is effective,especially with services,because it simulates:

An untestable claim about a product's benefits or attributes is which form of cognitive message?

Visual consistency is important in creating effective advertisements because buyers,whether consumers or businesses,spend very little time viewing or listening to advertisements.

Using typical persons and CEOs as spokespeople in ads are difficult because:

Showing greasy potato chips versus Pringles is an example of a:

The process of digitally painting or sketching figures into live television sequences is called:

Which cognitive message strategy works best for a firm that is clearly the brand leader and is the dominant company in the industry?

A spokesperson's credibility is derived from trustworthiness and all of the following characteristics,except:

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