Question 1

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

Question 2

Categories of spokespersons include each of the following,except:

Accepted Answer

A)  typical persons 
B)  CEOs 
C)  experts 
D)  government personnel

Question 3

What are the principles of effective advertising?

Accepted Answer

The answer of What are the principles of effective advertising?...

Question 4

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.

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

Name the executional frameworks advertisers can utilize.

Accepted Answer

The answer of Name the executional frameworks advertisers can utilize....

Question 7

Which help(s)consumers tie an advertisement into their current knowledge structure nodes and cognitive maps that already exist in their minds?

Accepted Answer

A)  taglines 
B)  an identifiable selling point 
C)  simplicity 
D)  brand equity

Question 8

In creating an advertisement,the creative begins with the creative brief.From the creative brief,the creative should:

Accepted Answer

A)  develop a means-end chain 
B)  choose a spokesperson or decide if one will be used 
C)  choose an appropriate message strategy 
D)  decide on the ad execution

Question 9

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.

Accepted Answer

A) True 
 B)False

Question 10

Which strategy is often used to promote a strong brand name?

Accepted Answer

A)  affective 
B)  cognitive 
C)  conative 
D)  generic

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

In terms of source characteristics,attractiveness has two components: physical attractiveness and social attractiveness.

Accepted Answer

A) True 
 B)False

Question 13

Celebrities normally score well in terms of trustworthiness,believability,persuasiveness,and likeability.

Accepted Answer

A) True 
 B)False

Question 14

The presentation of rational arguments or pieces of information to consumers is which form of message strategy?

Accepted Answer

A)  cognitive 
B)  affective 
C)  conative 
D)  basic

Question 15

The manner in which an advertising appeal is presented is a(n):

Accepted Answer

A)  humor methodology 
B)  rational approach 
C)  conative message strategy 
D)  executional framework

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

In an advertisement for the Weight Center,Casey talks about the weight she lost and how good the employees were to her.This would be an example of using which type of executional framework?

Accepted Answer

A)  dramatization 
B)  testimonial 
C)  authoritative 
D)  informative

Question 18

The key to a testimonial executional framework is:

Accepted Answer

A)  likeability 
B)  negative likeability 
C)  credibility 
D)  visual consistency

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

Dr.Duckworth has been paid to be in an advertisement to endorse a new brand of anti-inflammatory cream for muscle aches.For this type of ad,Dr.Duckworth is which type of endorser?

Accepted Answer

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

Exam 7: Advertising Design-Message Strategies and Executional Frameworks

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

Categories of spokespersons include each of the following,except:

What are the principles of effective advertising?

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.

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

Name the executional frameworks advertisers can utilize.

Which help(s) consumers tie an advertisement into their current knowledge structure nodes and cognitive maps that already exist in their minds?

In creating an advertisement,the creative begins with the creative brief.From the creative brief,the creative should:

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.

Which strategy is often used to promote a strong brand name?

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

In terms of source characteristics,attractiveness has two components: physical attractiveness and social attractiveness.

Celebrities normally score well in terms of trustworthiness,believability,persuasiveness,and likeability.

The presentation of rational arguments or pieces of information to consumers is which form of message strategy?

The manner in which an advertising appeal is presented is a(n) :

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

In an advertisement for the Weight Center,Casey talks about the weight she lost and how good the employees were to her.This would be an example of using which type of executional framework?

The key to a testimonial executional framework is:

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

Dr.Duckworth has been paid to be in an advertisement to endorse a new brand of anti-inflammatory cream for muscle aches.For this type of ad,Dr.Duckworth is which type of endorser?