Question 1

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.

Accepted Answer

The answer of In general, comparing a low-market share brand...

Question 2

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

Accepted Answer

Affective message strategies aim to evoke an emotional response (affective), followed by a behavioral response (conative), which then leads to a cognitive response (thoughts/ beliefs).

Question 3

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

Accepted Answer

Comparison ads are often attention-grabbing because they contrast different products or services, which can help viewers make a more informed purchasing decision. This can make them more effective than ads that simply promote a single product or service without any frame of reference.

Question 4

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

Accepted Answer

Resonance advertising aims to resonate with the audience's past experiences, emotions, and feelings. This strategy involves creating a personal connection between the product and the consumer, making it more memorable and appealing to them. Thus, resonance advertising is a form of affective message strategy.

Question 5

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

Accepted Answer

The answer of When Sprint advertising says "our reception is...

Question 6

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

Accepted Answer

Comparative ads may not be believed by consumers and may also create negative attitudes towards the advertised brand.

Question 7

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.

Accepted Answer

The answer of In terms of the relationship between message...

Question 8

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.

Accepted Answer

Conative message strategies are designed to stimulate action or behavior, typically targeting the action phase of the hierarchy of effects model, rather than developing conviction which is part of the interest or desire stages.

Question 9

Impulse buys are primarily linked to conative message strategies.

Accepted Answer

Conative message strategies are designed to appeal to the consumer's desires, emotions, and instincts, which can encourage impulse buys. Therefore, impulse buys are primarily linked to conative message strategies.

Question 10

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

Accepted Answer

Negative comparison ads usually aim to highlight the flaws or weaknesses of the competitor's product, which may make the audience associate those negative feelings with the sponsor's product as well.

Question 11

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

Accepted Answer

Affective ads can appeal to emotions and create a positive association with a brand even if there are no significant differences in the actual products. This can create loyalty and preference among consumers.

Question 12

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

Accepted Answer

Affective message strategies actually take three major forms: emotional, hyperbole, and fear.

Question 13

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

Accepted Answer

Conative message strategies aim to provoke an action or response from the recipient, and the attitude formation sequence for this involves starting with a conative (action-oriented) message, followed by a cognitive (thinking and understanding) message, and finally an affective (emotional) message.

Question 14

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.

Accepted Answer

Cognitive message strategies focus on providing information and developing knowledge, which is the primary goal of the awareness and knowledge stage in the hierarchy of effects model. Therefore, cognitive message strategies are best suited to develop awareness and knowledge about a particular product or brand.

Question 15

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

Accepted Answer

Cognitive message strategies are designed to first provide information, which leads to cognitive processing and ultimately leads to an affective and behavioral response. This sequence is often referred to as the "ABC model" of attitude formation.

Question 16

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.

Accepted Answer

The spontaneous trait transfer concept suggests that negative traits ascribed to another person are also subconsciously attributed to the person making the judgment. Therefore, if someone calls someone else dishonest, others may unconsciously remember the speaker as being less than honest themselves.

Question 17

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

Accepted Answer

Affective message strategies are specifically designed to elicit emotions from consumers and connect them to a product or brand. This is achieved through the use of various tactics such as storytelling, humor, nostalgia, and empathy. Affective messages can be particularly effective in creating positive associations and building brand loyalty.

Question 18

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

Accepted Answer

The answer of Cognitive message strategies are a common approach...

Question 19

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

Accepted Answer

Emotions can influence purchasing decisions, even in B2B advertising. Presenting a product's benefits in an emotional framework can create a stronger connection with the audience and make the ad more memorable and effective.

Question 20

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

Accepted Answer

There is no conclusive evidence to support this claim. The FTC receives complaints about a variety of potentially misleading advertising strategies, not just hyperbole.

Quiz 7: Advertising Design: Message Strategies and Executional Frameworks