Question 1

Of the following types of celebrity endorsements, the one that would have the greatest level of credibility would be:

Accepted Answer

A)  celebrity endorsing a brand in a television show 
B)  celebrity voice-over in a radio ad 
C)  an unpaid celebrity speaking on behalf of some charity or nonprofit organization 
D)  a dead-person endorsement of a particular brand

Question 2

Of the following executional frameworks, which is least likely to be used in business-to-business ads?

Accepted Answer

A)  authoritative 
B)  informative 
C)  fantasy 
D)  testimonials

Question 3

The process of digitally painting or sketching figures into live television sequences is called:

Accepted Answer

A)  digitalizing 
B)  rotoscoping 
C)  clay animation 
D)  a fantasy execution

Question 4

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 5

Negative comparison ads may transfer negative feelings toward the sponsor's product.

Accepted Answer

A) True 
 B)False

Question 6

In terms of executional frameworks, a dramatization is similar to, but a more powerful form of story than which execution?

Accepted Answer

A)  animation 
B)  slice-of-life 
C)  fantasy 
D)  authoritative

Question 7

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

Accepted Answer

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

Question 8

Informative executions work best for high-involvement products.

Accepted Answer

A) True 
 B)False

Question 9

Wal-Mart's emphasis on low prices violates the principle of consistent positioning, which stresses quality instead.

Accepted Answer

A) True 
 B)False

Question 10

The duration of an advertising campaign is affected by:

Accepted Answer

A)  both the reach and frequency of the campaign 
B)  the reach of the campaign, but not the frequency 
C)  the frequency of the campaign, but not the reach 
D)  neither the reach or frequency of the campaign

Question 11

Rotoscoping is a new, high-tech form of animation.

Accepted Answer

A) True 
 B)False

Question 12

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 which type of executional framework?

Accepted Answer

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

Question 13

Showing how a product works is found in which type of executional framework?

Accepted Answer

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

Question 14

A unique selling proposition is an explicit, testable claim of uniqueness or superiority.

Accepted Answer

A) True 
 B)False

Question 15

A spokesperson's credibility is derived from the composite of attractiveness, likeability, trustworthiness, and intelligence.

Accepted Answer

A) True 
 B)False

Question 16

In developing comparative ads, which of the following tends to work the best?

Accepted Answer

A)  comparing a low-market share brand to another low-market share brand 
B)  comparing a low-market share brand to a market leader 
C)  comparing a market leader to a low-market share brand 
D)  comparing a market leader to another market leader

Question 17

A dessert that is promoted as being "sinfully delicious" with a person sitting on a sandy beach is using which type of executional framework?

Accepted Answer

A)  resonance 
B)  slice-of-life 
C)  fantasy 
D)  hyperbole

Question 18

In recent years, the use of animation in advertising has:

Accepted Answer

A)  increased 
B)  decreased 
C)  stayed the same 
D)  increased in the consumer market, but declined in the business-to-business sector

Question 19

An advertisement for Nintendo using a cognitive message strategy would probably feature which type of message strategy, because Nintendo holds 47 percent of the market share in the handheld game market?

Accepted Answer

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

Question 20

Name the five major forms of cognitive strategies.

Accepted Answer

The answer of Name the five major forms of cognitive...

Exam 7: Advertising Design: Message Strategies and Executional Frameworks

Of the following types of celebrity endorsements, the one that would have the greatest level of credibility would be:

Of the following executional frameworks, which is least likely to be used in business-to-business ads?

The process of digitally painting or sketching figures into live television sequences is called:

Visual consistency is important in developing effective advertisements because:

Negative comparison ads may transfer negative feelings toward the sponsor's product.

In terms of executional frameworks, a dramatization is similar to, but a more powerful form of story than which execution?

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

Informative executions work best for high-involvement products.

Wal-Mart's emphasis on low prices violates the principle of consistent positioning, which stresses quality instead.

The duration of an advertising campaign is affected by:

Rotoscoping is a new, high-tech form of animation.

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 which type of executional framework?

Showing how a product works is found in which type of executional framework?

A unique selling proposition is an explicit, testable claim of uniqueness or superiority.

A spokesperson's credibility is derived from the composite of attractiveness, likeability, trustworthiness, and intelligence.

In developing comparative ads, which of the following tends to work the best?

A dessert that is promoted as being "sinfully delicious" with a person sitting on a sandy beach is using which type of executional framework?

In recent years, the use of animation in advertising has:

An advertisement for Nintendo using a cognitive message strategy would probably feature which type of message strategy, because Nintendo holds 47 percent of the market share in the handheld game market?

Name the five major forms of cognitive strategies.