Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

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

Accepted Answer

A) True 
 B)False

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

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.

Accepted Answer

A) True 
 B)False

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

Visual consistency is important in developing effective advertisements because:

Accepted Answer

A)  of the high cost of producing new ads 
B)  it creates a higher level of brand equity 
C)  buyers, whether consumers or businesses, spend very little time viewing or listening to ads 
D)  it maintains ad consistency

Question 8

When Crest is featured as a "cavity fighter" in its advertising competitors aren't likely to make the same claim.This is an example of which form of cognitive message strategy?

Accepted Answer

A)  generic 
B)  preemptive 
C)  hyperbole 
D)  comparative

Question 9

What is the difference between slice-of-life and dramatization?

Accepted Answer

The answer of What is the difference between slice-of-life and...

Question 10

Repeating the same ad does not always work,which has led advertisers to take advantage of the principle of variability theory.That means brand and ad recall are increased because the ad:

Accepted Answer

A)  has several identifiable selling points 
B)  is seen by consumers in different environments 
C)  uses the same tagline in every venue 
D)  uses a typical person spokesperson

Question 11

Showing someone enjoying an exotic experience would be which type of executional framework?

Accepted Answer

A)  testimonial 
B)  dramatization 
C)  slice-of-life 
D)  fantasy

Question 12

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

Accepted Answer

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

Question 13

Using the hierarchy of effects model to encourage the actual purchase of a product or brand,the best creative message strategies to use would be:

Accepted Answer

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

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

A business-to-business ad featuring a routine business experience,a problem,an interaction,and then a company's product that provides a solution is which form of executional framework?

Accepted Answer

A)  slice of life 
B)  dramatization 
C)  testimonial 
D)  expert authority

Question 16

The broad categories of message strategies include each of the following,except:

Accepted Answer

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

Question 17

A negative comparison ad that leads to people not liking the sponsor brand may be due to:

Accepted Answer

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

Question 18

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

Accepted Answer

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

Question 19

A unique selling proposition 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 20

Rachel is an actress who plays the part of a housewife in a commercial for a new brand of furniture polish.For this type of ad,Rachel would be considered which type of endorser?

Accepted Answer

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

Exam 7: Advertising Design-Message Strategies and Executional Frameworks

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

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

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

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

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.

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

Visual consistency is important in developing effective advertisements because:

When Crest is featured as a "cavity fighter" in its advertising competitors aren't likely to make the same claim.This is an example of which form of cognitive message strategy?

What is the difference between slice-of-life and dramatization?

Repeating the same ad does not always work,which has led advertisers to take advantage of the principle of variability theory.That means brand and ad recall are increased because the ad:

Showing someone enjoying an exotic experience would be which type of executional framework?

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

Using the hierarchy of effects model to encourage the actual purchase of a product or brand,the best creative message strategies to use would be:

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

A business-to-business ad featuring a routine business experience,a problem,an interaction,and then a company's product that provides a solution is which form of executional framework?

The broad categories of message strategies include each of the following,except:

A negative comparison ad that leads to people not liking the sponsor brand may be due to:

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

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

Rachel is an actress who plays the part of a housewife in a commercial for a new brand of furniture polish.For this type of ad,Rachel would be considered which type of endorser?