Question 1

Showing how Windex makes a dirty window sparkle would be which type of executional framework?

Accepted Answer

A)  dramatization 
B)  testimonial 
C)  demonstration 
D)  illustrative

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

What are the two types of conative message strategies? Define both.

Accepted Answer

The answer of What are the two types of conative...

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

The Pillsbury Dough character used by Pillsbury is an example of which type of executional framework?

Accepted Answer

A)  animation 
B)  dramatization 
C)  testimonial 
D)  fantasy

Question 6

Mr. Booth owns the local Ford dealership and recently filmed an advertisement where he talks about the deals consumers can obtain at his dealership. For this type of ad, Mr. Booth is which type of endorser?

Accepted Answer

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

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

The principle of simplicity should be carefully applied to Internet advertising primarily because of the:

Accepted Answer

A)  educational level of Internet users 
B)  load time for web pages 
C)  importance of creating a uniform look 
D)  importance of using only one identifiable selling point

Question 9

Which type of message strategy attempts to elicit powerful emotions that eventually lead to product recall and choice?

Accepted Answer

A)  generic 
B)  cognitive 
C)  emotional 
D)  preemptive

Question 10

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 11

In terms of the hierarchy of effects model, affective 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)  awareness and liking

Question 12

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 13

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

Accepted Answer

A) True 
 B)False

Question 14

For products with no real tangible differences among the various brands, which message strategy is best at developing a liking and positive feelings toward a particular brand?

Accepted Answer

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

Question 15

A celebrity endorser is used in advertisements because his or her stamp of approval on a product can:

Accepted Answer

A)  enhance the product's brand equity 
B)  enhance consumers' emotional bonds with the product 
C)  aid in the establishment of a "personality" for a brand 
D)  all of the above

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

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

Question 18

Using the hierarchy of effects model to develop conviction for a particular product or brand, the best creative message strategies to use would be:

Accepted Answer

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

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

In a television advertisement, Chris is about ready to lose a girlfriend because he did not purchase the right piece of jewelry. A voice-over offers a solution, the jewelry is purchased at the advertised store and the girlfriend is now happy. This illustrates which form of executional framework?

Accepted Answer

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

Exam 7: Advertising Design: Message Strategies and Executional Frameworks

Showing how Windex makes a dirty window sparkle would be which type of executional framework?

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

What are the two types of conative message strategies? Define both.

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

The Pillsbury Dough character used by Pillsbury is an example of which type of executional framework?

Mr. Booth owns the local Ford dealership and recently filmed an advertisement where he talks about the deals consumers can obtain at his dealership. For this type of ad, Mr. Booth is which type of endorser?

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

The principle of simplicity should be carefully applied to Internet advertising primarily because of the:

Which type of message strategy attempts to elicit powerful emotions that eventually lead to product recall and choice?

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

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

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

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

For products with no real tangible differences among the various brands, which message strategy is best at developing a liking and positive feelings toward a particular brand?

A celebrity endorser is used in advertisements because his or her stamp of approval on a product can:

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

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?

Using the hierarchy of effects model to develop conviction for a particular product or brand, the best creative message strategies to use would be:

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

In a television advertisement, Chris is about ready to lose a girlfriend because he did not purchase the right piece of jewelry. A voice-over offers a solution, the jewelry is purchased at the advertised store and the girlfriend is now happy. This illustrates which form of executional framework?