Deck 6: Advertising Design

Question 1

According to a survey by Adweek Media and Harris Interactive, 55 percent of consumers said ads were:

A) somewhat or very interesting.
B) not interesting.
C) very influential in their purchase decisions.
D) somewhat influential in their purchase decisions.

Answer 1

A

Question 2

The goal of a generic message strategy is to:

A) increase brand loyalty.
B) persuade viewers of the brand's superiority.
C) make the brand synonymous with the product category.
D) preempt the competition from using a particular claim or benefit.

Answer 2

C

Question 3

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

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.

Answer 3

C

Question 4

Which message strategy is linked with reasoning and thinking processes?

A) Cognitive
B) Conative
C) Affective
D) Resonance

Question 5

When Crest is featured as a "cavity fighter" in its advertising, competitors are not likely to make the same claim. This is an example of the ________ cognitive message strategy.

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

Question 6

The generic cognitive message strategy is a(n):

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 7

A hyperbole cognitive message strategy is a(n):

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 8

The preemptive cognitive message strategy is a(n):

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 9

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

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

Question 10

The ________ message strategy has the goal of creating an impact on a person's beliefs or knowledge structure.

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

Question 11

A cognitive message strategy:

A) invokes feelings or emotions and matches these with the good, service, or company being advertised.
B) is the presentation of rational arguments or pieces of information to consumers.
C) is designed to lead more directly to some type of consumer behavior.
D) is the manner in which an ad appeal is presented.

Question 12

Nintendo holds 47 percent of the market share in the handheld game market. An advertisement for Nintendo using a cognitive message strategy would probably use the ________ approach.

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

Question 13

The ________ cognitive message strategy is a direct promotion of a brand without any claim of superiority.

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

Question 14

"We are Chicago's friendliest car dealer!" is an example of which type of cognitive message?

A) Preemptive
B) Unique selling proposition
C) Hyperbole
D) Comparative

Question 15

The primary tactic or approach used to deliver a message theme is a:

A) message identification.
B) message strategy.
C) cognitive message.
D) generic message.

Question 16

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

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

Question 17

A unique selling proposition strategy differs from a preemptive or generic approach in that the unique selling proposition is:

A) preemptive.
B) testable.
C) emotional.
D) comparative.

Question 18

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

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

Question 19

Consumers often think comparative ads:

A) are less believable.
B) are more believable.
C) contain accurate information.
D) develop more favorable attitudes toward the brand.

Question 20

Which message strategy is a claim of superiority based on a product's specific attribute or benefit that cannot then be used by a competitor?

A) Generic
B) Preemptive
C) Unique selling proposition
D) Hyperbole

Question 21

An advertisement by Philadelphia Cream Cheese encourages individuals to visit the brand's website and download free recipes. The ad uses the ________ message strategy.

A) unique selling proposition
B) affective
C) conative
D) cognitive

Question 22

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

A) Awareness and knowledge
B) Liking, preference, and conviction
C) Actual purchase
D) Awareness and liking

Question 23

Showing greasy potato chips versus Pringles is an example of a:

A) preemptive claim of superiority.
B) generic demonstration of product quality.
C) negative comparison ad.
D) positive comparison ad.

Question 24

An affective message strategy:

A) invokes feelings or emotions and matches these with the good, service, or company being advertised.
B) is the presentation of rational arguments or pieces of information to consumers.
C) is designed to lead more directly to some type of consumer behavior.
D) is the manner in which an ad appeal is presented.

Question 25

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

A) Cognitive
B) Affective
C) Brand
D) Conative

Question 26

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

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 27

An affective message strategy that connects a product with a consumer's experiences to build stronger ties with the consumer is which form of message strategy?

A) Generic
B) Cognitive
C) Resonance
D) Emotional

Question 28

A new form of resonance advertising that reassures consumers looking for value that branded products have stood the test of time is:

A) comfort marketing.
B) highlight marketing.
C) buzz marketing.
D) stealth marketing.

Question 29

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

A) Awareness and knowledge
B) Liking, preference, and conviction
C) Actual purchase
D) Knowledge and preference

Question 30

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

A) Affective
B) Cognitive
C) Conative
D) Generic

Question 31

A negative comparison ad that causes people to dislike the sponsor brand may be due to:

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

Question 32

Which message strategy is designed to trigger impulse buys?

A) Unique selling proposition
B) Resonance
C) Affective
D) Conative

Question 33

Which message strategy is used to support promotions, such as coupons, premiums, and sweepstakes?

A) Cognitive
B) Emotional
C) Affective
D) Conative

Question 34

Conative message strategies utilize an attitude formation sequence of:

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

Question 35

Which organization is most likely to investigate comparative advertising complaints?

A) Federal Trade Commission
B) World Trade Organization
C) Congress
D) U.S. Postal Service

Question 36

The two types of affective message strategies are:

A) emotional and hyperbole.
B) resonance and emotional.
C) preemptive and unique selling proposition.
D) affective and conative.

Question 37

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

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

Question 38

A print advertisement for Bijan uses the picture of a grandmother with a testimony about the perfume and how her granddaughters now wear Bijan. The advertisement presents a testimonial execution with a(n) ________ message strategy.

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

Question 39

The ________ message strategy is most closely linked to emotions.

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

Question 40

The ________ message strategy attempts to elicit powerful emotions that eventually lead to higher product recall.

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

Question 41

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

Question 42

When using a conative message strategy, the primary message is about a product's attributes or benefits.

Question 43

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

Question 44

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

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

Question 45

The advertising appeal is the primary tactic or approach used to deliver a message theme.

Question 46

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

Question 47

In the hierarchy of effects model, conative message strategies would be most closely tied to the:

A) Awareness and knowledge stages
B) Liking, preference, and conviction stages
C) Actual purchase stage
D) Awareness stage

Question 48

When using the hierarchy of effects model to develop knowledge for a product or brand, which would be the best message strategy?

A) Affective
B) Cognitive
C) Conative
D) Corporate

Question 49

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

Question 50

The mcgarrybowen advertising agency bases its work on storytelling, along with marketing research.

Question 51

A hyperbole message strategy involves an explicit, testable claim of uniqueness or superiority.

Question 52

Cognitive message strategies include generic messages, preemptive messages, hyperbole messages, resonance messages, and conative messages.

Question 53

Generic message strategies are not used in business-to-business advertisements, because few firms dominate an industry.

Question 54

In a recent Adweek Media and Harris Interactive survey, the majority of consumers, 55 percent, said advertisements were somewhat or very interesting.

Question 55

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

Question 56

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

Question 57

Generic message strategies can be used to create brand awareness.

Question 58

When using the hierarchy of effects model to develop liking for a product or brand, the best creative message strategy to use would be:

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

Question 59

A unique selling proposition does not require support or substantiation although the claims made could be tested or substantiated in some manner.

Question 60

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

Question 61

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

Question 62

Comfort marketing is a form of cognitive message strategy that attempts to assure consumers that a branded product is a good value because it has stood the test of time.

Question 63

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

Question 64

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 65

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

Question 66

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

Question 67

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

Question 68

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

Question 69

The major advantage of comparison ads is that they are effective in capturing the viewer's attention.

Question 70

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

Question 71

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

Question 72

Comparative ads tend to be more believable and have a greater positive impact on consumer attitudes than other cognitive message strategies.

Question 73

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

Question 74

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

Question 75

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

Question 76

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

Question 77

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

Question 78

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

Question 79

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

Question 80

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