Deck 7: Advertising Design: Message Strategies and Executional Frameworks

Question 1

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

Answer 1

True

Question 2

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

Answer 2

False

Question 3

Generic message strategies are seldom found in the business-to-business advertisements, because few firms dominate an industry.

Answer 3

True

Question 4

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

Question 5

If an advertisement highlights the benefits of a local bank, then it is using a cognitive message strategy.

Question 6

A hyperbole form of cognitive message strategy is a claim that can be tested based on some attribute or benefit.

Question 7

To provide protection from lawsuits, company leaders and advertisers must be sure that any claim made about the competition using a comparative message strategy approach can be clearly substantiated.

Question 8

The three categories of message strategies coincide with the three components of attitude.

Question 9

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.

Question 10

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

Question 11

The preemptive message strategy works best for a firm that is clearly the brand leader and is the dominant company in the industry.

Question 12

Cognitive message strategies include generic messages, preemptive messages, hyperbole messages, resonance messages, and action-inducing messages.

Question 13

Generic message strategies can be used to create brand awareness.

Question 14

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

Question 15

A generic message is a direct promotion of a good or service without any claim of superiority.

Question 16

"We make the best tacos in town," is an example of a hyperbole form of cognitive message strategy.

Question 17

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

Question 18

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

Question 19

Marketing designed to encourage someone young to look older than their chronological age is age-compression marketing.

Question 20

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

Question 21

In general, comparing a low-market share brand to the market leader does not work as well in comparative advertising as comparing two brands with approximately the same level of market share.

Question 22

Affective message strategies utilize the attitude formation sequence of affective → conative → cognitive.

Question 23

The major advantage of comparison ads is that they often capture the viewer's attention.

Question 24

Resonance advertising attempts to connect a product with a consumer's past experiences and is a form of affective message strategy.

Question 25

When Sprint advertising says "our reception is better than Verizon's," it is a form of negative comparison.

Question 26

The negative side of using comparative ads may be found in the areas of believability and consumer attitudes.

Question 27

In terms of the relationship between message strategies and the hierarchy of effects model, affective message strategies are best suited to develop awareness, liking and preference for a particular product or brand.

Question 28

In terms of the relationship between message strategies and the hierarchy of effects model, conative message strategies are best suited to develop conviction and the actual purchase of a particular product or brand.

Question 29

Impulse buys are primarily linked to conative message strategies.

Question 30

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

Question 31

For some products, affective ads are an effective approach because there are no real tangible differences among the brands.

Question 32

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

Question 33

Conative message strategies utilize the attitude formation sequence of conative → cognitive → affective.

Question 34

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.

Question 35

In terms of attitude formation, cognitive message strategies are designed to follow the sequence of cognitive → affective → conative.

Question 36

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.

Question 37

Affective message strategies are designed to invoke feelings and emotions and match them to a good, service, or company.

Question 38

Cognitive message strategies are a common approach to developing a strong brand name.

Question 39

If a product's benefits can be presented within an emotional framework, the advertisement is normally more effective, even in business-to-business ads.

Question 40

The largest number of complaints that the FTC hears about potentially misleading advertisements are ads using the hyperbole message strategy approach.

Question 41

The slice-of-life execution is often used for business-to-business advertisements.

Question 42

Testimonial executions have been successful for many years, especially in the business-to-business and service sectors.

Question 43

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

Question 44

Demonstration ads are well suited to television because the actual product features can be clearly shown.

Question 45

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

Question 46

The most common themes for fantasy executions are sex, love, and romance.

Question 47

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

Question 48

An informative execution typically presents information to the audience in a straightforward manner.

Question 49

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

Question 50

Informative executions work best for high-involvement products.

Question 51

While the slice-of-life execution is ideal for television, it also can be used in print advertisements.

Question 52

Many authoritative executions include some type of scientific or survey support.

Question 53

In terms of endorsers, celebrities and CEOs are not typically viewed as expert sources for product endorsements.

Question 54

One major reason companies choose testimonial executions is that they offer a greater level of credibility, if the testimonies are by actual customers.

Question 55

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

Question 56

Perfumes and colognes often use a demonstration form of executional framework, because they are easy to show in a positive light.

Question 57

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

Question 58

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.

Question 59

The typical format for a slice-of-life ad is encounter, problem, interaction, and then solution.

Question 60

Animation has become increasingly popular and is now used in business-to-business ads in addition to consumer ads.

Question 61

One reason companies are using more typical person endorsers is the overuse of celebrities in ads.

Question 62

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

Question 63

In terms of source characteristics, trustworthiness is the degree of confidence or the level of acceptance consumers place in a spokesperson's message.

Question 64

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.

Question 65

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

Question 66

Typical person sources tend not to have a high level of credibility.

Question 67

The potential for negative publicity caused by inappropriate actions of celebrities has led some advertisers to use deceased celebrities.

Question 68

Taglines help consumers tie an advertisement into current knowledge structure nodes that already exist in their minds.

Question 69

Using the creative brief, the creative develops a means-end chain, starting with an attribute of the product that generates a specific customer benefit and eventually produces a desirable end state.

Question 70

In terms of source characteristics, expertise can be valuable in persuasive advertisements designed to change the audience's opinions or attitudes.

Question 71

The principle of campaign duration suggests that all advertisements should be easily recalled by viewers, but without them becoming boring or uninteresting.

Question 72

In terms of advertising campaign duration, a campaign that has utilized a higher frequency usually can be of a shorter duration than a campaign that used a lower frequency.

Question 73

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.

Question 74

Repeating a tagline is ineffective in advertising because the consumer becomes tired of hearing the phrase.

Question 75

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.

Question 76

Paid actors or models used in an advertisement to resemble everyday people would be considered to be celebrity endorsement since they are professional actors or models.

Question 77

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

Question 78

In terms of source characteristics, CEOs would appear to be trustworthy, have expertise, and therefore, have a degree of credibility.

Question 79

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

Question 80

Visual consistency is important in creating effective advertisements because buyers, whether consumers or businesses, spend very little time viewing or listening to advertisements.