Exam 7: Advertising Design: Message Strategies and Executional Frameworks

The goal of a generic message strategy is to:

Which message strategy is a claim of superiority based on a product's specific attribute or benefit, which cannot then be used by a competitor?

Wishing to think and act rich like the spokesperson in an advertisement, is a form of:

The key to a testimonial executional framework is:

An executional framework is the manner in which an advertising appeal is presented.

Authoritative executions are the most widely used in the:

Of the following principles used in developing effective advertisements, which helps viewers move the advertising message from short-term memory to long-term memory?

Using the hierarchy of effects model to develop knowledge of a product or brand, which would be the best message strategy?

In the opening vignette about Dove, age-compression marketing referred to the marketing of products to:

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

Giving to a charity because the spokesperson in the ad is a Republican, and the viewer is also a Republican, is based on:

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

Which message strategy is most linked to emotions?

In terms of the relationship between message strategies and the hierarchy of effects model, cognitive message strategies are best suited to develop awareness and knowledge about a particular product or brand.

The component of a slice-of-life execution that follows the encounter is the:

Identification is the ability of the audience to identify with the spokesperson in an ad and is derived from:

A generic message is a direct promotion of a good or service without any claim of superiority.

The principle of campaign duration suggests that all advertisements should be easily recalled by viewers, but without them becoming boring or uninteresting.

What are the two types of affective message strategies? Define both.

Using the creative brief, the creative develops a means-end chain, starting with an attribute of the product that generates a specific customer benefit and eventually produces a desirable end state.