Exam 7: Advertising Design: Message Strategies and Executional Frameworks

The "Soup is Good Food" tag line used by Campbell's Soup is an example of hyperbole in advertising.

Celebrity endorsers are used for ads because their stamp of approval on a product can enhance the product's brand equity and create emotional bonds between the consumers and the brand being endorsed.

The spontaneous trait transfer concept suggests that when someone calls another person dishonest, other people tend to remember the speaker as also being less than honest.

Affective message strategies take two major forms: emotional and hyperbole.

Presenting product facts in a straightforward manner is which type of executional framework?

Typical person spokespeople do not have the name recognition of celebrities, and as a result, advertisers often use multiple sources within one advertisement to build credibility.

In terms of the hierarchy of effects model, cognitive message strategies would be most closely tied to which stage(s)?

Repeating the same ad does not always work, which has led advertisers to take advantage of the principle of variability theory. That means brand and ad recall are increased because the ad:

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

A print advertisement for Bijan uses the picture of a typical grandmother with a testimony about the perfume and how her granddaughters now wear Bijan. This advertisement illustrates a testimonial execution with a(n):

What four types of sources or spokespersons can advertisers utilize?

Authoritative executional frameworks suggest buyers will be influenced by:

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

One reason for using typical persons as product endorsers is that they are more likely to possess at least some quantity of all five source characteristics.

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.

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.

Using music to build emotions surrounding a product is tied to which type of message strategy?

Adam remembered the advertising for John Deere lawn tractors because in one ad the person driving the tractor was a female wearing an attractive bikini, in another it was of a mother with two kids playing in a yard, and in a third of a man in a business suit. In this example, Adams' recall of the ad and encoding of the John Deere name into his cognitive map was enhanced by the concept of:

An outline of the key ideas in an advertisement is the:

Which conative message strategy is linked to promotions, such as coupons, premiums, and sweepstakes?