Question 1

The preemptive cognitive message strategy is a(n):

Accepted Answer

A)  claim of superiority based on a product's specific attribute or benefit, which cannot be made by a competitor 
B)  direct promotion of product attributes or benefits without any claim of superiority 
C)  explicit, testable claim of uniqueness or superiority that can be supported or substantiated in some manner 
D)  untestable claim based upon some attribute or benefit 
A)  claim of superiority based on a product's specific attribute or benefit, which cannot be made by a competitor 
B)  direct promotion of product attributes or benefits without any claim of superiority 
C)  explicit, testable claim of uniqueness or superiority that can be supported or substantiated in some manner 
D)  untestable claim based upon some attribute or benefit

Question 2

In terms of advertising campaign duration, a campaign that has utilized a higher frequency usually can be of a shorter duration than a campaign that used a lower frequency.

Accepted Answer

A) True 
 B)False

Question 3

The three categories of message strategies are cognitive strategies, affective strategies, and brand strategies.

Accepted Answer

A) True 
 B)False

Question 4

In terms of the relationship between message strategies and the hierarchy of effects model, conative message strategies are best suited to develop conviction and the actual purchase of a particular product or brand.

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

In terms of source characteristics, expertise can be valuable in persuasive advertisements designed to change the audience's opinions or attitudes.

Accepted Answer

A) True 
 B)False

Question 7

In general, comparing a low-market share brand to the market leader does not work as well in comparative advertising as comparing two brands with approximately the same level of market share.

Accepted Answer

A) True 
 B)False

Question 8

A cognitive message strategy's main message is about a product's attributes or benefits.

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

A cognitive message strategy:

Accepted Answer

A)  invokes feelings or emotions and matches these with the good, service, or company being advertised 
B)  is the presentation of rational arguments or pieces of information to consumers 
C)  is designed to lead more directly to some type of consumer behavior 
D)  is the manner in which an ad appeal is presented 
A)  invokes feelings or emotions and matches these with the good, service, or company being advertised 
B)  is the presentation of rational arguments or pieces of information to consumers 
C)  is designed to lead more directly to some type of consumer behavior 
D)  is the manner in which an ad appeal is presented

Question 11

When an accountant serves as a spokesperson in an advertisement for an accounting service, viewers who are also accountants find the ad to be more credible based on:

Accepted Answer

A)  attractiveness 
B)  similarity 
C)  likeability 
D)  persuasiveness 
A)  attractiveness 
B)  similarity 
C)  likeability 
D)  persuasiveness

Question 12

"We are Chicago's friendliest car dealer!" is an example of which type 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 13

The slice-of-life execution is often used for business-to-business advertisements.

Accepted Answer

A) True 
 B)False

Question 14

The fantasy executional framework relies on:

Accepted Answer

A)  raw sex and nudity 
B)  comparisons of product features 
C)  suggestiveness 
D)  cognitive thought processes 
A)  raw sex and nudity 
B)  comparisons of product features 
C)  suggestiveness 
D)  cognitive thought processes

Question 15

The typical format for a slice-of-life ad is encounter, problem, interaction, and then solution.

Accepted Answer

A) True 
 B)False

Question 16

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 17

Repeating a tagline is ineffective in advertising because the consumer becomes tired of hearing the phrase.

Accepted Answer

A) True 
 B)False

Question 18

Generic message strategies can be used to create brand awareness.

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

If a product's benefits can be presented within an emotional framework, the advertisement is normally more effective, even in business-to-business ads.

Accepted Answer

A) True 
 B)False

The preemptive cognitive message strategy is a(n):

In terms of advertising campaign duration, a campaign that has utilized a higher frequency usually can be of a shorter duration than a campaign that used a lower frequency.

The three categories of message strategies are cognitive strategies, affective strategies, and brand strategies.

In terms of the relationship between message strategies and the hierarchy of effects model, conative message strategies are best suited to develop conviction and the actual purchase of a particular product or brand.

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

In terms of source characteristics, expertise can be valuable in persuasive advertisements designed to change the audience's opinions or attitudes.

In general, comparing a low-market share brand to the market leader does not work as well in comparative advertising as comparing two brands with approximately the same level of market share.

A cognitive message strategy's main message is about a product's attributes or benefits.

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

A cognitive message strategy:

When an accountant serves as a spokesperson in an advertisement for an accounting service, viewers who are also accountants find the ad to be more credible based on:

"We are Chicago's friendliest car dealer!" is an example of which type of cognitive message?

The slice-of-life execution is often used for business-to-business advertisements.

The fantasy executional framework relies on:

The typical format for a slice-of-life ad is encounter, problem, interaction, and then solution.

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

Repeating a tagline is ineffective in advertising because the consumer becomes tired of hearing the phrase.

Generic message strategies can be used to create brand awareness.

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

If a product's benefits can be presented within an emotional framework, the advertisement is normally more effective, even in business-to-business ads.

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

Exam 7: Advertising Design: Message Strategies and Executional Frameworks

The preemptive cognitive message strategy is a(n):

In terms of advertising campaign duration, a campaign that has utilized a higher frequency usually can be of a shorter duration than a campaign that used a lower frequency.

The three categories of message strategies are cognitive strategies, affective strategies, and brand strategies.

In terms of the relationship between message strategies and the hierarchy of effects model, conative message strategies are best suited to develop conviction and the actual purchase of a particular product or brand.

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

In terms of source characteristics, expertise can be valuable in persuasive advertisements designed to change the audience's opinions or attitudes.

In general, comparing a low-market share brand to the market leader does not work as well in comparative advertising as comparing two brands with approximately the same level of market share.

A cognitive message strategy's main message is about a product's attributes or benefits.

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

A cognitive message strategy:

When an accountant serves as a spokesperson in an advertisement for an accounting service, viewers who are also accountants find the ad to be more credible based on:

"We are Chicago's friendliest car dealer!" is an example of which type of cognitive message?

The slice-of-life execution is often used for business-to-business advertisements.

The fantasy executional framework relies on:

The typical format for a slice-of-life ad is encounter, problem, interaction, and then solution.

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

Repeating a tagline is ineffective in advertising because the consumer becomes tired of hearing the phrase.

Generic message strategies can be used to create brand awareness.

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

If a product's benefits can be presented within an emotional framework, the advertisement is normally more effective, even in business-to-business ads.

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