Deck 7: Advertising Design-Message Strategies and Executional Frameworks

Question 1

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

Answer 1

True

Question 2

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

Answer 2

True

Question 3

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

Answer 3

True

Question 4

In terms of the three components of attitude,the Dove "Onslaught" campaign is attempting to reach women,especially mothers,through the affective component of attitude.

Question 5

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

Question 6

A unique selling proposition does not require support or substantiation,because it is so similar to hyperbole.

Question 7

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

Question 8

A unique selling proposition is an explicit,testable claim of uniqueness or superiority.

Question 9

A preemptive message is designed to display a product in comparison to the competition.

Question 10

Generic message strategies can be used to create brand awareness.

Question 11

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

Question 12

There are five major forms of cognitive message strategies.

Question 13

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

Question 14

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

Question 15

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

Question 16

Marketing messages travel in two ways: personal sources and impersonal sources.

Question 17

A message strategy is the primary tactic or approach used to deliver a message theme.

Question 18

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

Question 19

A message strategy and a message theme are the same thing.

Question 20

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

Question 21

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

Question 22

A comparison ad means a product is directly or indirectly compared to the good or service sold by the competition.

Question 23

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

Question 24

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

Question 25

Emotional advertising is based on feelings such as trust,reliability,friendship,happiness,and security.

Question 26

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

Question 27

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

Question 28

The major advantage of comparison ads is that they often capture the viewer's attention.

Question 29

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

Question 30

The negative side of using comparative ads is in the areas of believability and consumer attitudes.

Question 31

Affective message strategies are designed to invoke rational decisions,which lead to comparisons and purchases.

Question 32

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

Question 33

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

Question 34

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.

Question 35

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 36

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

Question 37

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

Question 38

Cognitive message strategies are a common approach to developing a strong brand name.

Question 39

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

Question 40

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

Question 41

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.

Question 42

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

Question 43

An action-inducing conative advertisement is one way to get people to make impulse buys.

Question 44

Dramatization ads are typically easier to prepare than slice-of-life executional framework ads.

Question 45

Animation is a type of slice-of-life advertising execution.

Question 46

Animation in the past was used only by firms that could not afford other forms of execution,but today animation is a popular executional framework.

Question 47

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 particular product or brand.

Question 48

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

Question 49

A slice-of-life executional framework and a dramatization are largely the same,except for the level of intensity or suspense.

Question 50

Executional frameworks include animation,slice-of-life,dramatization,testimonial,authoritative,demonstration,fantasy,and informative.

Question 51

In terms of the relationship between message strategies and the hierarchy of effects model,affective message strategies are best suited to develop awareness,liking and preference for a particular product or brand.

Question 52

A slice-of-life advertisement utilizes celebrity spokespersons offering expert endorsements.

Question 53

The dramatization executional framework typically utilizes the fours steps of an encounter,a problem,the interaction,and then the solution.

Question 54

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

Question 55

Rotoscoping is a new,high-tech form of animation.

Question 56

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

Question 57

The slice-of-life execution is a common strategy for business-to-business advertisements.

Question 58

Impulse buys are primarily linked to conative message strategies.

Question 59

The Pillsbury Doughboy is a form of clay animation.

Question 60

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

Question 61

Authoritative ads either provide scientific evidence or use an authoritative voice to present the information.

Question 62

Consumers rely on word-of-mouth communications when choosing services,which makes the authoritative executional framework work well.

Question 63

Demonstration ads are well suited to television because the actual product features can be clearly shown.

Question 64

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

Question 65

A spokesperson's credibility is derived from the composite of attractiveness,likeability,trustworthiness,and intelligence.

Question 66

One reason companies are using more typical person endorsers is the overuse of celebrities in ads.

Question 67

Celebrity endorsers are used for ads because their stamp of approval on a product can enhance the product's brand equity and create emotional bonds between the consumers and the brand being endorsed.

Question 68

The authoritative executional framework assumes consumers and business decision-makers rely on cognitive processes when making purchase decisions.

Question 69

Perfumes and colognes often use a demonstration form of executional framework,because they are easy to show in a positive light.

Question 70

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

Question 71

Paid actors or models used in an advertisement to resemble everyday people would be considered to be celebrity endorsement since they are professional actors or models.

Question 72

A physician,dentist,engineer,or chemist endorsing a particular brand's advantages would typically be found in a slice-of-life execution.

Question 73

Informative executions work best for high-involvement products.

Question 74

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

Question 75

One major reason companies choose testimonial executions is that they offer a greater level of credibility,if the testimonies are by actual customers.

Question 76

A fantasy execution lifts the audience to a make-believe experience or beyond reality.

Question 77

Using celebrities to create a "personality" for a new brand does not always work as well as for already established brands.

Question 78

Many authoritative executions include some type of scientific or survey support.

Question 79

In terms of endorsers,celebrities and CEOs are not typically viewed as expert sources for product endorsements.

Question 80

The authoritative executional framework works especially well in specialty magazines and trade journals.