Question 1

The process of digitally painting or sketching figures into live television sequences is called:

Accepted Answer

The process of digitally painting or sketching figures into live television sequences is called rotoscoping.

Question 2

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

Accepted Answer

The cognitive message strategy is the best choice because it focuses on creating knowledge and understanding of the product or brand. This is the first step in the hierarchy of effects model and is necessary before a consumer can have any affective or conative response. Affective messages focus on creating emotional responses, while conative messages focus on creating an action or behavior. Corporate messages focus on promoting the overall image or reputation of the company, rather than a specific product or brand.

Question 3

Using the hierarchy of effects model to develop liking of a product or brand, the best creative message strategies to use would be:

Accepted Answer

The hierarchy of effects model involves the stages of awareness, knowledge, liking, preference, conviction, and finally, purchase. The liking stage is where the consumer establishes a favorable attitude towards the product or brand, which can be achieved through emotional appeals and affective message strategies. Affective message strategies aim at creating a positive emotional response to the product or brand through the use of humor, music, or other emotional appeals. This can help create a favorable attitude towards the product or brand and develop consumer liking, which is the desired outcome in this case. Therefore, option A - affective - is the best choice.

Question 4

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

Accepted Answer

Affective strategies are designed to create emotional connections and develop a preference or conviction for a brand, aligning with the goal of building conviction in the hierarchy of effects model.

Question 5

The last component of a slice-of-life execution is the:

Accepted Answer

The answer of The last component of a slice-of-life execution...

Question 6

The component of a slice-of-life execution that follows the encounter is the:

Accepted Answer

The answer of The component of a slice-of-life execution that...

Question 7

A business-to-business ad featuring a routine business experience, a problem, an interaction, and then a company's product that provides a solution is which form of executional framework?

Accepted Answer

The slice-of-life executional framework typically presents a relatable scenario where a problem is encountered, followed by an interaction that leads to a solution provided by the product or service being advertised.

Question 8

When a product solves an everyday life problem, the executional framework being used in the ad is most likely:

Accepted Answer

Slice-of-life is likely the best choice because it depicts a relatable situation or problem that the audience can see themselves experiencing. This approach is often used for products that solve everyday life problems because it allows the audience to relate to the situation and clearly see how the product can solve their problem.

Question 9

The Pillsbury Dough character used by Pillsbury is an example of which type of executional framework?

Accepted Answer

The Pillsbury Dough character is a cartoon character that uses animation, which is a type of executional framework that involves the use of animated characters or graphics to convey the message.

Question 10

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

Accepted Answer

Affective message strategies are designed to evoke emotions and feelings in the audience, which can lead to increased liking, preference, and conviction towards a product or brand. Therefore, these strategies are most closely tied to the liking, preference, and conviction stage in the hierarchy of effects model.

Question 11

Conative message strategies utilize an attitude formation sequence of:

Accepted Answer

The answer of Conative message strategies utilize an attitude formation...

Question 12

The following are types of executional frameworks, except:

Accepted Answer

Hyperbole is a figure of speech, not a type of executional framework.

Question 13

The first component of a slice-of-life execution is the:

Accepted Answer

The first component of a slice-of-life execution is the encounter, which sets up the situation or scenario for the rest of the story to unfold. This can be the introduction of characters or the discovery of a problem, but it is the initial interaction that kicks off the story. Therefore, option C is the correct choice.

Question 14

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

Accepted Answer

Conative message strategies are focused on encouraging consumers to take action, such as making a purchase. Therefore, they are most closely tied to the actual purchase stage in the hierarchy of effects model.

Question 15

In recent years, the use of animation in advertising has:

Accepted Answer

The use of animation in advertising has increased in recent years, with more and more companies using animated advertisements to capture the attention of their target audience. Advances in technology have made it easier and more affordable for companies to create high-quality animations, which has contributed to the rise in their use. Additionally, animations can be highly effective in conveying complex information in a visually engaging way, making them a popular choice for businesses looking to illustrate their products or services.

Question 16

The manner in which an advertising appeal is presented is a(n):

Accepted Answer

The manner in which an advertising appeal is presented is referred to as the executional framework. The executional framework includes elements such as tone, format, style, and technique used to convey the message to the target audience. A, B and C are not correct as they refer to different aspects of advertising appeals.

Question 17

In a television advertisement, Chris is about ready to lose a girlfriend because he did not purchase the right piece of jewelry. A voice-over offers a solution, the jewelry is purchased at the advertised store and the girlfriend is now happy. This illustrates which form of executional framework?

Accepted Answer

The advertisement uses a slice-of-life executional framework, which portrays a relatable situation (losing a girlfriend due to a wrong gift choice) and offers a solution to it (purchasing jewelry from the advertised store).

Question 18

Rotoscoping is used in a(n):

Accepted Answer

Rotoscoping is a technique used in animation executional framework where animators trace over live-action footage frame-by-frame to create realistic movement for the animated characters.

Question 19

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

Accepted Answer

Cognitive message strategies focus on providing information and increasing awareness and knowledge about the product or brand. Therefore, they are most closely tied to the awareness and knowledge stage of the hierarchy of effects model.

Question 20

In terms of executional frameworks, a dramatization is similar to, but a more powerful form of story than which execution?

Accepted Answer

A dramatization is a form of storytelling that involves vivid and emotionally powerful scenes to engage the audience. A slice-of-life execution also involves telling stories through relatable, everyday situations, but it may not have the same level of emotional impact as a dramatization. Therefore, a dramatization is a more powerful form of story than a slice-of-life execution.

Quiz 7: Advertising Design: Message Strategies and Executional Frameworks