Question 1

Name the executional frameworks advertisers can utilize.

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Question 2

What is the difference between slice-of-life and dramatization executions?

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Question 3

Name the five major forms of cognitive strategies.

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Question 4

Name the ways to present claims in authoritative executions.

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Question 5

Visual consistency is important in developing effective advertisements because:

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Question 6

What four types of sources or spokespersons can advertisers utilize?

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Question 7

What are the principles of effective advertising?

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Question 8

The duration of an advertising campaign is affected by:

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The duration of an advertising campaign is affected by both the reach and frequency of the campaign. The reach indicates the number of people who see the ad, while frequency indicates how often they see it. Both factors can impact the effectiveness of the advertising campaign, and determining the optimal duration will depend on finding the right balance between the two.

Question 9

Repeating the same ad does not always work, which has led advertisers to take advantage of the principle of variability theory. That means brand and ad recall are increased because the ad:

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The principle of variability theory suggests that repeating the same ad does not always work. Therefore, to increase brand and ad recall, advertisers take advantage of this principle by showing the ad in different environments, such as different TV channels, social media platforms, and websites. This variability in the ad exposure increases the chance of consumers remembering the brand or product, as they encounter it in various contexts.

Question 10

Which help(s) consumers tie an advertisement into their current knowledge structure nodes and cognitive maps that already exist in their minds?

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Taglines help consumers connect an advertisement to their existing knowledge structures and cognitive maps by providing a memorable and concise phrase that reinforces the brand message.

Question 11

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

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Question 12

In beating ad clutter, repetition can increase brand and ad recall, except when:

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Competing ads can create confusion and reduce ad recall even with repetition. In order to stand out, it may be necessary to use different media or executional frameworks, or to avoid using a celebrity spokesperson.

Question 13

Of the following principles used in developing effective advertisements, which helps viewers move the advertising message from short-term memory to long-term memory?

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Visual consistency helps viewers remember key visual elements, which in turn can aid in moving the advertising message from short-term to long-term memory.

Question 14

In creating an advertisement, the process begins with:

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The creative brief is the first step in creating an advertisement. It outlines the objective, target audience, key message, and other important information needed to create an effective ad. The leverage point, choosing the message strategy, and choosing the appeal are all steps that come after the creative brief has been completed.

Question 15

"The Few. The Proud. The Marines" used in every Marine ad demonstrates:

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The phrase "The Few. The Proud. The Marines" is a repeated tagline used consistently in Marine advertisements to create brand recognition and convey the values of the Marine Corps.

Question 16

Adam remembered the advertising for John Deere lawn tractors because in one ad the person driving the tractor was a female wearing an attractive bikini, in another it was of a mother with two kids playing in a yard, and in a third of a man in a business suit. In this example, Adams' recall of the ad and encoding of the John Deere name into his cognitive map was enhanced by the concept of:

Accepted Answer

Variability theory suggests that varied presentations of a product can enhance memory and recall by providing multiple contexts or cues, which is why Adam remembered the ads.

Question 17

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

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The principle of simplicity should be carefully applied to Internet advertising because of the load time for web pages. If an advertisement is too complex or includes too many elements, it can slow down the loading time for a website, leading to a negative user experience. Therefore, it is important to keep internet advertisements simple and streamlined.

Question 18

In creating an advertisement, the creative begins with the creative brief. From the creative brief, the creative should:

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Question 19

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

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Question 20

What are the advantages and disadvantages of comparative ads?

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Quiz 7: Advertising Design: Message Strategies and Executional Frameworks