Question 1

A hyperbole 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

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 3

Marketing designed to encourage someone young to look older than their chronological age is age-compression marketing.

Accepted Answer

A) True 
 B)False

Question 4

The authoritative executional framework performs well in:

Accepted Answer

A)  print ads and on websites 
B)  broadcast ads 
C)  television 
D)  billboards 
A)  print ads and on websites 
B)  broadcast ads 
C)  television 
D)  billboards

Question 5

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 6

The negative side of using comparative ads may be found in the areas of believability and consumer attitudes.

Accepted Answer

A) True 
 B)False

Question 7

Which executional framework features someone telling about a positive experience with a company or product?

Accepted Answer

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

Question 8

An affective message strategy that connects a product with a consumer's experiences to build stronger ties with the consumer is which form of message strategy?

Accepted Answer

A)  generic 
B)  cognitive 
C)  resonance 
D)  emotional 
A)  generic 
B)  cognitive 
C)  resonance 
D)  emotional

Question 9

"The Few. The Proud. The Marines" used in every Marine ad demonstrates:

Accepted Answer

A)  an identifiable selling point 
B)  credibility 
C)  campaign duration 
D)  a repeated tagline 
A)  an identifiable selling point 
B)  credibility 
C)  campaign duration 
D)  a repeated tagline

Question 10

Impulse buys are primarily linked to conative message strategies.

Accepted Answer

A) True 
 B)False

Question 11

To provide protection from lawsuits, company leaders and advertisers must be sure that any claim made about the competition using a comparative message strategy approach can be clearly substantiated.

Accepted Answer

A) True 
 B)False

Question 12

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

Accepted Answer

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

Question 13

If an advertisement highlights the benefits of a local bank, then it is using a cognitive message strategy.

Accepted Answer

A) True 
 B)False

Question 14

The most common themes for fantasy executions are sex, love, and romance.

Accepted Answer

A) True 
 B)False

Question 15

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 16

The largest number of complaints that the FTC hears about potentially misleading advertisements are ads using the hyperbole message strategy approach.

Accepted Answer

A) True 
 B)False

Question 17

What are the principles of effective advertising?

Accepted Answer

• Visual consistency
• Campaig

Question 18

An informative execution typically presents information to the audience in a straightforward manner.

Accepted Answer

A) True 
 B)False

Question 19

Which type of spokesperson is most likely to have all five source characteristics?

Accepted Answer

A)  a celebrity 
B)  a typical person 
C)  an expert 
D)  a CEO 
A)  a celebrity 
B)  a typical person 
C)  an expert 
D)  a CEO

Question 20

Which conative message strategy is linked to impulse buys?

Accepted Answer

A)  unique selling proposition 
B)  resonance 
C)  action-inducing 
D)  promotional support 
A)  unique selling proposition 
B)  resonance 
C)  action-inducing 
D)  promotional support

A hyperbole cognitive message strategy is a(n):

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

Marketing designed to encourage someone young to look older than their chronological age is age-compression marketing.

The authoritative executional framework performs well in:

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

The negative side of using comparative ads may be found in the areas of believability and consumer attitudes.

Which executional framework features someone telling about a positive experience with a company or product?

An affective message strategy that connects a product with a consumer's experiences to build stronger ties with the consumer is which form of message strategy?

"The Few. The Proud. The Marines" used in every Marine ad demonstrates:

Impulse buys are primarily linked to conative message strategies.

To provide protection from lawsuits, company leaders and advertisers must be sure that any claim made about the competition using a comparative message strategy approach can be clearly substantiated.

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

If an advertisement highlights the benefits of a local bank, then it is using a cognitive message strategy.

The most common themes for fantasy executions are sex, love, and romance.

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

The largest number of complaints that the FTC hears about potentially misleading advertisements are ads using the hyperbole message strategy approach.

What are the principles of effective advertising?

An informative execution typically presents information to the audience in a straightforward manner.

Which type of spokesperson is most likely to have all five source characteristics?

Which conative message strategy is linked to impulse buys?

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

A hyperbole cognitive message strategy is a(n):

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

Marketing designed to encourage someone young to look older than their chronological age is age-compression marketing.

The authoritative executional framework performs well in:

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

The negative side of using comparative ads may be found in the areas of believability and consumer attitudes.

Which executional framework features someone telling about a positive experience with a company or product?

An affective message strategy that connects a product with a consumer's experiences to build stronger ties with the consumer is which form of message strategy?

"The Few. The Proud. The Marines" used in every Marine ad demonstrates:

Impulse buys are primarily linked to conative message strategies.

To provide protection from lawsuits, company leaders and advertisers must be sure that any claim made about the competition using a comparative message strategy approach can be clearly substantiated.

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

If an advertisement highlights the benefits of a local bank, then it is using a cognitive message strategy.

The most common themes for fantasy executions are sex, love, and romance.

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

The largest number of complaints that the FTC hears about potentially misleading advertisements are ads using the hyperbole message strategy approach.

What are the principles of effective advertising?

An informative execution typically presents information to the audience in a straightforward manner.

Which type of spokesperson is most likely to have all five source characteristics?

Which conative message strategy is linked to impulse buys?

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