Exam 7: Advertising Design: Message Strategies and Executional Frameworks

Using the hierarchy of effects model to develop liking of a product or brand, the best creative message strategies to use would be:

(Multiple Choice)

4.9/5

(42)

Question 21

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

(Multiple Choice)

4.9/5

(31)

Question 22

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

(Multiple Choice)

4.9/5

(40)

Question 23

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

(True/False)

4.9/5

(27)

Question 24

Name the ways to present claims in authoritative executions.

(Essay)

4.9/5

(24)

Question 25

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

(True/False)

4.8/5

(35)

Question 26

A business-to-business ad featuring a routine business experience, a problem, an interaction, and then a company's product that provides a solution is which form of executional framework?

(Multiple Choice)

4.9/5

(36)

Question 27

Rachel is an actress who plays the part of a housewife in a commercial for a new brand of furniture polish. For this type of ad, Rachel would be considered which type of endorser?

(Multiple Choice)

4.9/5

(38)

Question 28

In terms of source characteristics, attractiveness consists of:

(Multiple Choice)

4.7/5

(34)

Question 29

Which organization is most likely to investigate comparative advertising?

(Multiple Choice)

4.8/5

(33)

Question 30

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

(Multiple Choice)

4.7/5

(39)

Question 31

Generic message strategies are seldom found in the business-to-business advertisements, because few firms dominate an industry.

(True/False)

4.9/5

(44)

Question 32

Conative message strategies utilize an attitude formation sequence of:

(Multiple Choice)

4.8/5

(37)

Question 33

The last component of a slice-of-life execution is the:

(Multiple Choice)

4.8/5

(22)

Question 34

Consumers often think comparative ads:

(Multiple Choice)

4.9/5

(34)

Question 35

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

(True/False)

4.8/5

(31)

Question 36

Celebrities normally score well in terms of trustworthiness, believability, persuasiveness, and likeability.

(True/False)

4.9/5

(38)

Question 37

The cognitive message strategy approach that is most likely to require substantiation of claims to prevent potential lawsuits made would be:

(Multiple Choice)

4.8/5

(35)

Question 38

In terms of source characteristics, attractiveness has two components: physical attractiveness and social attractiveness.

(True/False)

4.9/5

(33)

Question 39

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)

4.9/5

(39)

Question 40

Showing 21 - 40 of 200

Using the hierarchy of effects model to develop liking of a product or brand, the best creative message strategies to use would be:

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

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

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

Name the ways to present claims in authoritative executions.

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

A business-to-business ad featuring a routine business experience, a problem, an interaction, and then a company's product that provides a solution is which form of executional framework?

Rachel is an actress who plays the part of a housewife in a commercial for a new brand of furniture polish. For this type of ad, Rachel would be considered which type of endorser?

In terms of source characteristics, attractiveness consists of:

Which organization is most likely to investigate comparative advertising?

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

Generic message strategies are seldom found in the business-to-business advertisements, because few firms dominate an industry.

Conative message strategies utilize an attitude formation sequence of:

The last component of a slice-of-life execution is the:

Consumers often think comparative ads:

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

Celebrities normally score well in terms of trustworthiness, believability, persuasiveness, and likeability.

The cognitive message strategy approach that is most likely to require substantiation of claims to prevent potential lawsuits made would be:

In terms of source characteristics, attractiveness has two components: physical attractiveness and social attractiveness.

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

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design: Theoretical Frameworks and Types of Appeals

Traditional Media Channels

Digital Marketing

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters