Question 1

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

Accepted Answer

A) True 
 B)False  False

Question 2

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  True

Question 3

The spontaneous trait transfer concept suggests that 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  True

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

Presenting product facts in a straightforward manner is which type of executional framework?

Accepted Answer

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

Question 6

Typical person spokespeople do not have the name recognition of celebrities, and as a result, advertisers often use multiple sources within one advertisement to build credibility.

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

A)   awareness and knowledge
B)   liking, preference, and conviction
C)   actual purchase
D)   knowledge and preference

Question 8

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 9

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

Accepted Answer

A) True 
 B)False

Question 10

A print advertisement for Bijan uses the picture of a typical grandmother with a testimony about the perfume and how her granddaughters now wear Bijan. This advertisement illustrates a testimonial execution with a(n):

Accepted Answer

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

Question 11

What four types of sources or spokespersons can advertisers utilize?

Accepted Answer

The answer of What four types of sources or spokespersons...

Question 12

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 13

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 14

One reason for using typical persons as product endorsers is that they are more likely to possess at least some quantity of all five source characteristics.

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

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.

Accepted Answer

A) True 
 B)False

Question 17

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

Accepted Answer

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

Question 18

Adam remembered the advertising for John Deere lawn tractors because in one ad the person driving the tractor was a female wearing an attractive bikini, in another it was of a mother with two kids playing in a yard, and in a third of a man in a business suit. In this example, Adams' recall of the ad and encoding of the John Deere name into his cognitive map was enhanced by the concept of:

Accepted Answer

A)   identifiable selling point
B)   campaign duration
C)   variability theory
D)   source credibility

Question 19

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

Accepted Answer

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

Question 20

Which conative message strategy is linked to promotions, such as coupons, premiums, and sweepstakes?

Accepted Answer

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

Exam 7: Advertising Design: Message Strategies and Executional Frameworks

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

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

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

Presenting product facts in a straightforward manner is which type of executional framework?

Typical person spokespeople do not have the name recognition of celebrities, and as a result, advertisers often use multiple sources within one advertisement to build credibility.

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

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:

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

A print advertisement for Bijan uses the picture of a typical grandmother with a testimony about the perfume and how her granddaughters now wear Bijan. This advertisement illustrates a testimonial execution with a(n) :

What four types of sources or spokespersons can advertisers utilize?

Authoritative executional frameworks suggest buyers will be influenced by:

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

One reason for using typical persons as product endorsers is that they are more likely to possess at least some quantity of all five source characteristics.

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.

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.

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

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

Which conative message strategy is linked to promotions, such as coupons, premiums, and sweepstakes?