Question 1

When an accountant serves as a spokesperson in an advertisement for an accounting service,viewers who are also accountants find the ad to be more credible based on:
A) attractiveness
B) similarity
C) likeability
D) persuasiveness

Accepted Answer

Viewers who are also accountants are likely to find the ad more credible if the spokesperson is similar to them in terms of profession and expertise. The accountant spokesperson would be seen as more knowledgeable and trustworthy in this case. Attractiveness, likeability, and persuasiveness may also play a role in the overall effectiveness of the ad, but similarity is the most relevant factor when it comes to credibility.

Question 2

In terms of source characteristics,attractiveness consists of:
A) physical characteristics of the spokesperson
B) intelligence of the spokesperson
C) both physical and personality characteristics of the spokesperson
D) the expertise and likeability of the spokesperson

Accepted Answer

Attractiveness includes both physical and personality characteristics of the spokesperson, such as their charisma, likability, and overall appearance. This can influence the audience's perception of the message and the credibility of the source. Intelligence and expertise (option B and D) are important source characteristics but do not fall under attractiveness.

Question 3

Rachel is an actress who plays the part of a housewife in a commercial for a new brand of furniture polish.For this type of ad,Rachel would be considered which type of endorser?
A) celebrity
B) CEO
C) expert
D) typical person

Accepted Answer

The answer of Rachel is an actress who plays the...

Question 4

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

Accepted Answer

All of the above options are correct. A celebrity endorser can enhance the brand equity of a product by associating it with a well-known and respected celebrity figure. The emotional bonds that consumers have with an endorser can also transfer to the product, making it more appealing. Finally, a celebrity endorser can help to establish a personality for a brand, making it more relatable and memorable to consumers.

Question 5

Identification is the ability of the audience to identify with the spokesperson in an ad.Identification is derived from:
A) expertise and credibility
B) attractiveness and likeability
C) personality and charisma
D) similarity and attractiveness

Accepted Answer

Identification comes from similarity and attractiveness. The audience is more likely to identify with a spokesperson who is perceived as similar to themselves and also attractive or likeable. While expertise and credibility, personality, and charisma may all contribute to a spokesperson's overall effectiveness, they are not the primary drivers of identification.

Question 6

In response to the shift towards greater testing and research of creative ideas,creatives have:
A) shifted more time to account executive responsibilities
B) developed marketing research capabilities
C) used focus groups to critique their creative work prior to presenting it to clients
D) moved into the role of director, splitting time developing ads and producing ads.

Accepted Answer

The answer of In response to the shift towards greater...

Question 7

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

Accepted Answer

An unpaid celebrity speaking on behalf of a charity or nonprofit organization would have the greatest level of credibility as their endorsement is not motivated by financial gain but rather by their dedication to a cause. This type of endorsement is viewed as genuine and selfless, which can positively impact consumer purchasing behavior.

Question 8

In terms of spokespersons,expert sources would include each of the following,except:
A) lawyers
B) CEOs of corporations
C) physicians
D) financial planners

Accepted Answer

CEOs of corporations are typically not considered expert sources in the same way as professionals like lawyers, physicians, or financial planners, who have specialized knowledge in specific fields.

Question 9

Britney really likes the advertisement by Saturn that featured an elementary school teacher,primarily because Britney is also an elementary school teacher.This identification with the spokesperson by Britney is an example of the concept of:
A) attractiveness
B) similarity
C) likeability
D) trustworthiness

Accepted Answer

Britney's identification with the spokesperson based on their shared profession is an example of similarity, which is the extent to which a spokesperson resembles or is similar to the receiver of the message. Attractiveness refers to the degree to which a spokesperson is physically attractive or likeable, whereas trustworthiness evaluates the reliability, credibility, and honesty of the spokesperson.

Question 10

Presenting product facts in a straightforward manner is which type of executional framework?
A) testimonial
B) dramatization
C) slice-of-life
D) informative

Accepted Answer

The informative executional framework is designed to present product facts in a straightforward manner without any embellishments or dramatizations. It aims to provide consumers with relevant information to help them make informed purchasing decisions.

Question 11

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

Accepted Answer

Dr. Duckworth is an expert in the field of medicine, specifically in treating muscle aches with anti-inflammatory cream. Therefore, she is being paid to use her expertise and professional reputation to endorse the product.

Question 12

A dessert that is promoted as being "sinfully delicious" with a person sitting on a sandy beach is using which type of executional framework?
A) resonance
B) slice-of-life
C) fantasy
D) hyperbole

Accepted Answer

The answer of A dessert that is promoted as being...

Question 13

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

Accepted Answer

Mr.Booth is the CEO of the local Ford dealership and is endorsing his own product.

Question 14

Dead-celebrity endorsements are often used in advertisements.According to Forbes,the dead-celebrity with the highest earnings is:
A) Elvis Presley
B) Charles Schulz (creator of Peanuts cartoon strip)
C) Marilyn Monroe
D) Kurt Cobain

Accepted Answer

The answer of Dead-celebrity endorsements are often used in advertisements.According...

Question 15

A spokesperson's credibility is derived from trustworthiness and all of the following characteristics,except:
A) attractiveness
B) intelligence
C) likeability
D) expertise

Accepted Answer

Intelligence is not typically considered a direct factor in a spokesperson's credibility, which is more commonly associated with trustworthiness, attractiveness, likeability, and expertise.

Question 16

Of the following executional frameworks,which is least likely to be used in business-to-business ads?
A) authoritative
B) informative
C) fantasy
D) testimonials

Accepted Answer

Fantasy executional framework is least likely to be used in business-to-business ads as it focuses on imagination and creating an emotional connection with the audience, which may not be the best approach for a B2B campaign that typically requires a more rational and logically-driven approach. B2B ads are often more informative, authoritative, and rely on testimonials to build credibility.

Question 17

Which type of spokesperson is most likely to have all five source characteristics?
A) a celebrity
B) a typical person
C) an expert
D) a CEO

Accepted Answer

The answer of Which type of spokesperson is most likely...

Question 18

Ads using an informative executional framework are best suited for:
A) conative message strategies
B) high involvement purchase decisions
C) slice-of-life executions
D) brand image message strategies

Accepted Answer

Informative executional frameworks are more effective for high involvement purchase decisions because consumers require more information to make a decision for these types of purchases. Informative ads provide detailed information about the product or service, including its features and benefits, to help consumers make informed decisions.

Question 19

One of the major keys to successful using the informative execution is:
A) using customers in the ad
B) placement of the ad
C) the selection of the right media
D) the type of appeal that is used

Accepted Answer

The answer of One of the major keys to successful...

Question 20

Categories of spokespersons include each of the following,except:
A) typical persons
B) CEOs
C) experts
D) government personnel

Accepted Answer

Government personnel are not typically categorized as spokespersons in marketing or advertising contexts.

Quiz 7: Advertising Design-Message Strategies and Executional Frameworks

When an accountant serves as a spokesperson in an advertisement for an accounting service,viewers who are also accountants find the ad to be more credible based on:

In terms of source characteristics,attractiveness consists of:

Rachel is an actress who plays the part of a housewife in a commercial for a new brand of furniture polish.For this type of ad,Rachel would be considered which type of endorser?

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

Identification is the ability of the audience to identify with the spokesperson in an ad.Identification is derived from:

In response to the shift towards greater testing and research of creative ideas,creatives have:

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

In terms of spokespersons,expert sources would include each of the following,except:

Britney really likes the advertisement by Saturn that featured an elementary school teacher,primarily because Britney is also an elementary school teacher.This identification with the spokesperson by Britney is an example of the concept of:

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

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?

A dessert that is promoted as being "sinfully delicious" with a person sitting on a sandy beach is using 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?

Dead-celebrity endorsements are often used in advertisements.According to Forbes,the dead-celebrity with the highest earnings is:

A spokesperson's credibility is derived from trustworthiness and all of the following characteristics,except:

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

Which type of spokesperson is most likely to have all five source characteristics?

Ads using an informative executional framework are best suited for:

One of the major keys to successful using the informative execution is:

Categories of spokespersons include each of the following,except: