Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

Reebok's advertising claim that it is the only shoe using DMX technology,which results in a more comfortable fit,is an example of a(n):

Accepted Answer

A)  generic message strategy 
B)  preemptive message strategy 
C)  unique selling point message strategy 
D)  comparative message strategy

Question 3

Authoritative executional frameworks suggest buyers will be influenced by:

Accepted Answer

A)  testimonies from customers 
B)  action-inducing offers 
C)  rational thought 
D)  emotions

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

"Our product is better than brand X" is a form of:

Accepted Answer

A)  conative message strategy 
B)  slice-of-life execution 
C)  comparative message strategy 
D)  expert authority execution

Question 7

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.

Accepted Answer

A) True 
 B)False

Question 8

The fantasy executional framework relies on:

Accepted Answer

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

Question 9

The generic 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

Question 10

Which conative message strategy is linked to impulse buys?

Accepted Answer

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

Question 11

A danger of using celebrities as spokespersons is that their endorsement of too many products tarnishes:

Accepted Answer

A)  credibility 
B)  likeability 
C)  expertise 
D)  attractiveness

Question 12

In terms of spokesperson characteristics,which is the degree of confidence or the level of acceptance consumers place in the spokesperson's message?

Accepted Answer

A)  trustworthiness 
B)  expertise 
C)  credibility 
D)  likeability

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

Ads work better if the audience can identify with the spokesperson in the ad.This identification is derived from both the similarity of the spokesperson to the audience as well as the spokesperson's attractiveness.

Accepted Answer

A) True 
 B)False

Question 16

The following are types of executional frameworks,except:

Accepted Answer

A)  fantasy 
B)  informative 
C)  animation 
D)  hyperbole

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

A unique selling proposition message strategy is more difficult to use because of:

Accepted Answer

A)  brand parity 
B)  FTC rulings 
C)  potential lawsuits by competitors 
D)  brand equity

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

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

Exam 7: Advertising Design-Message Strategies and Executional Frameworks

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

Reebok's advertising claim that it is the only shoe using DMX technology,which results in a more comfortable fit,is an example of a(n) :

Authoritative executional frameworks suggest buyers will be influenced by:

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

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

"Our product is better than brand X" is a form of:

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.

The fantasy executional framework relies on:

The generic cognitive message strategy is a(n) :

Which conative message strategy is linked to impulse buys?

A danger of using celebrities as spokespersons is that their endorsement of too many products tarnishes:

In terms of spokesperson characteristics,which is the degree of confidence or the level of acceptance consumers place in the spokesperson's message?

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

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

Ads work better if the audience can identify with the spokesperson in the ad.This identification is derived from both the similarity of the spokesperson to the audience as well as the spokesperson's attractiveness.

The following are types of executional frameworks,except:

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

A unique selling proposition message strategy is more difficult to use because of:

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

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