Deck 6: Advertising Design

Question 1

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

A)Preemptive
B)Unique selling proposition
C)Hyperbole
D)Comparative

Answer 1

C

Question 2

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

A)hyperbole.
B)preemptive.
C)unique selling proposition.
D)comparative.

Answer 2

D

Question 3

Which type of cognitive message strategy is a direct promotion of a brand without any claim of superiority?

A)Generic
B)Hyperbole
C)Preemptive
D)Brand

Answer 3

A

Question 4

A unique selling proposition strategy differs from a preemptive or generic approach in that the unique selling proposition is:

A)preemptive.
B)testable.
C)emotional.
D)comparative.

Question 5

A cognitive message strategy:

A)invokes feelings or emotions and matches these with the goods,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 6

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

A)Generic
B)Preemptive
C)Unique selling proposition
D)Hyperbole

Question 7

A unique selling proposition cognitive message strategy is a(n):

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 8

Consumers often think comparative ads:

A)are less believable.
B)are more believable.
C)contain accurate information.
D)develop more favorable attitudes toward the brand.

Question 9

A hyperbole cognitive message strategy is a(n):

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 10

When Crest is featured as a "cavity fighter" in its advertising,competitors are not likely to make the same claim.This is an example of which type of cognitive message strategy?

A)Generic
B)Preemptive
C)Hyperbole
D)Comparative

Question 11

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

A)message theme.
B)message strategy.
C)cognitive message.
D)generic message.

Question 12

Which message strategy is linked with reasoning and thinking processes?

A)Cognitive
B)Conative
C)Affective
D)Resonance

Question 13

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

A)Generic
B)Preemptive
C)Unique selling proposition
D)Hyperbole

Question 14

Nintendo holds 47 percent of the market share in the handheld game market.An advertisement for Nintendo using a cognitive message strategy would probably use which approach?

A)Comparative
B)Generic
C)Preemptive
D)Unique selling proposition

Question 15

The generic cognitive message strategy is a(n):

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 16

The primary tactic or approach used to deliver a message theme is a:

A)message identification.
B)message strategy.
C)cognitive message.
D)generic message.

Question 17

Which message strategy has the goal of creating an impact on a person's beliefs or knowledge structure?

A)Affective
B)Conative
C)Cognitive
D)Resonance

Question 18

The preemptive cognitive message strategy is a(n):

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 19

The goal of a generic message strategy is to:

A)increase brand loyalty.
B)persuade viewers of the brand's superiority.
C)make the brand synonymous with the product category.
D)preempt the competition from using a particular claim or benefit.

Question 20

According to a survey by Adweek Media and Harris Interactive,55 percent of consumers said ads were:

A)somewhat or very interesting.
B)not interesting.
C)very influential in their purchase decisions.
D)somewhat influential in their purchase decisions.

Question 21

A negative comparison ad that causes people to dislike the sponsor brand may be due to:

A)the preemptive claim of superiority.
B)a generic demonstration of product quality.
C)spontaneous trait transference.
D)internal cognitive consistency.

Question 22

An affective message strategy:

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 23

An advertisement by Philadelphia Cream Cheese encourages individuals to visit the brand's website and download free recipes.The ad uses which type of message strategy?

A)Unique selling proposition
B)Affective
C)Conative
D)Cognitive

Question 24

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

A)preemptive claim of superiority.
B)generic demonstration of product quality.
C)negative comparison ad.
D)positive comparison ad.

Question 25

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

A)Awareness and knowledge
B)Liking,preference,and conviction
C)Actual purchase
D)Awareness and liking

Question 26

A print advertisement for Bijan uses the picture of a grandmother with a testimony about the perfume and how her granddaughters now wear Bijan.The advertisement presents a testimonial execution with which type of message strategy?

A)Cognitive
B)Affective
C)Conative
D)Brand

Question 27

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

A)Awareness and knowledge
B)Liking,preference,and conviction
C)Actual purchase
D)Knowledge and preference

Question 28

Which message strategy attempts to elicit powerful emotions that eventually lead to higher product recall?

A)Generic
B)Cognitive
C)Emotional
D)Preemptive

Question 29

A new form of resonance advertising that reassures consumers looking for value that branded products have stood the test of time is:

A)comfort marketing.
B)highlight marketing.
C)buzz marketing.
D)stealth marketing.

Question 30

For products with no real tangible differences among the various brands,which message strategy is best at developing positive feelings toward a particular brand?

A)Affective
B)Cognitive
C)Conative
D)Generic

Question 31

Which message strategy is most closely linked to emotions?

A)Cognitive
B)Affective
C)Hyperbole
D)Conative

Question 32

Which message strategy is designed to trigger impulse buys?

A)Unique selling proposition
B)Resonance
C)Affective
D)Conative

Question 33

Which organization is most likely to investigate comparative advertising complaints?

A)Federal Trade Commission
B)World Trade Organization
C)Congress
D)U)S.Postal Service

Question 34

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

A)Cognitive
B)Affective
C)Brand
D)Conative

Question 35

In terms of attitude formation,the sequence being used with a cognitive message strategy is:

A)affective → conative → cognitive.
B)conative → cognitive → affective.
C)cognitive → conative → affective.
D)cognitive → affective → conative.

Question 36

The two types of affective message strategies are:

A)emotional and hyperbole.
B)resonance and emotional.
C)preemptive and unique selling proposition.
D)affective and conative.

Question 37

Which of the following tends to work the best when developing comparative ads?

A)Comparing a low-market share brand to another low-market share brand
B)Comparing a low-market share brand to a market leader
C)Comparing a market leader to a low-market share brand
D)Comparing a market leader to another market leader

Question 38

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?

A)Generic
B)Cognitive
C)Resonance
D)Emotional

Question 39

Conative message strategies utilize an attitude formation sequence of:

A)affective → conative → cognitive.
B)conative → cognitive → affective.
C)cognitive → conative → affective.
D)affective → cognitive → conative.

Question 40

Which message strategy is used to support promotions,such as coupons,premiums,and sweepstakes?

A)Cognitive
B)Emotional
C)Affective
D)Conative

Question 41

A hyperbole message strategy involves an explicit,testable claim of uniqueness or superiority.

Question 42

Cognitive message strategies include generic messages,preemptive messages,hyperbole messages,resonance messages,and conative messages.

Question 43

Generic message strategies are not used in business-to-business advertisements,because few firms dominate an industry.

Question 44

When using the hierarchy of effects model to develop conviction for a particular product or brand,the best creative message strategy to use would be:

A)affective.
B)cognitive.
C)conative.
D)corporate.

Question 45

Generic message strategies can be used to create brand awareness.

Question 46

When using the hierarchy of effects model to develop liking for a product or brand,the best creative message strategy to use would be:

A)affective.
B)cognitive.
C)conative.
D)corporate.

Question 47

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

A)Affective
B)Cognitive
C)Conative
D)Corporate

Question 48

In the hierarchy of effects model,conative message strategies would be most closely tied to the:

A)Awareness.
B)Liking,preference,and conviction.
C)The purchase or consumer response.
D)Knowledge.

Question 49

A unique selling proposition does not require support or substantiation although the claims made could be tested or substantiated in some manner.

Question 50

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

Question 51

The mcgarrybowen advertising agency bases its work on storytelling,along with marketing research.

Question 52

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

Question 53

When using a conative message strategy,the primary message is about a product's attributes or benefits.

Question 54

In a recent Adweek Media and Harris Interactive survey,the majority of consumers,55 percent,said advertisements were somewhat or very interesting.

Question 55

A conative message strategy is a presentation of rational arguments or pieces of information about a good or service.

Question 56

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

Question 57

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

Question 58

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

Question 59

The three categories of message strategies coincide with the three components of attitudes.

Question 60

The advertising appeal is the primary tactic or approach used to deliver a message theme.

Question 61

Impulse buys are primarily linked to cognitive message strategies.

Question 62

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

Question 63

Cognitive message strategies are designed to invoke feelings and emotions and match them to a good,service,or company.

Question 64

Comparative ads tend to be more believable and have a greater positive impact on consumer attitudes than other cognitive message strategies.

Question 65

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.

Question 66

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

Question 67

"We make the best tacos in town," is an example of a hyperbole form of cognitive message strategy.

Question 68

A hyperbole message strategy is a conative form of message strategy.

Question 69

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

Question 70

The major advantage of comparison ads is that they are effective in capturing the viewer's attention.

Question 71

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

Question 72

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

Question 73

In terms of attitude formation,cognitive message strategies are designed to follow the sequence of cognitive → affective → conative.

Question 74

Comfort marketing is a form of cognitive message strategy that attempts to assure consumers that a branded product is a good value because it has stood the test of time.

Question 75

When Sprint advertising says "our reception is better than Verizon's," it is a form of negative comparison.

Question 76

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

Question 77

For some products,affective ads are an effective approach because there are no real tangible differences among brands.

Question 78

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

Question 79

Negative comparison ads may transfer negative feelings toward the sponsor's product.

Question 80

Resonance advertising attempts to connect a product with a consumer's past experiences and is a form of affective message strategy.