Question 1

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

Accepted Answer

Fantasy executional framework is least likely to be used in business-to-business ads as it is more suitable for consumer ads where emotions and imagination play a major role in persuading the audience. Business customers usually make decisions based on logic and practicality rather than emotions and fantasy. Other executional frameworks such as authoritative, informative, and testimonials are more suitable for business-to-business ads as they provide more factual information and data-driven arguments to persuade the audience.

Question 2

The authoritative execution assumes consumer and business decision-makers rely on which of the following when making purchase decisions?

Accepted Answer

The answer of The authoritative execution assumes consumer and business...

Question 3

In an advertisement for the Weight Center, Casey talks about the weight she lost and how good the employees were to her. This would be an example of which type of executional framework?

Accepted Answer

The advertisement is using a testimonial executional framework since Casey is giving a personal account of her positive experience with the Weight Center.

Question 4

Authoritative executional frameworks suggest buyers will be influenced by:

Accepted Answer

The answer of Authoritative executional frameworks suggest buyers will be...

Question 5

Expert authorities would most likely be used in which type of executional framework?

Accepted Answer

Expert authorities lend credibility to the message and are more likely to be used in an authoritative executional framework where the advertising message comes from an authoritative source. Testimonial executional frameworks rely on personal endorsements from satisfied consumers, slice-of-life executional frameworks rely on dramatizing real-life situations, and informative executional frameworks simply provide information without relying on any particular source.

Question 6

Authoritative executions are the most widely used in the:

Accepted Answer

Authoritative executions are most widely used in the business-to-business sector, where decisions often require authoritative approval and adherence to strict protocols.

Question 7

The authoritative executional framework performs well in:

Accepted Answer

The authoritative executional framework, which includes using strong and confident language, works well in print ads and on websites where the audience can read and process the message at their own pace. It may not be as effective in broadcast ads, television or billboards where the message needs to be conveyed quickly and with impact.

Question 8

The fantasy executional framework relies on:

Accepted Answer

The fantasy executional framework relies heavily on suggestiveness to appeal to consumers' imaginations and emotional desires. It aims to create an idealized, dream-like world around the product or brand, often using vivid imagery and storytelling to capture the audience's attention. While raw sex and nudity may be used in some cases, they are not the primary focus of this executional framework. Comparisons of product features and cognitive thought processes may be important elements of other frameworks, but they do not play a significant role in the fantasy approach.

Question 9

Showing how a product works is found in which type of executional framework?

Accepted Answer

Demonstrations are executions that show how products work and their actual use. Examples include infomercials that show how a cleaning product removes tough stains or how a kitchen gadget can reduce prep time.

Question 10

The testimonial executional framework is effective, especially with services, because it simulates:

Accepted Answer

The testimonial executional framework is effective with services because it simulates a word-of-mouth recommendation. Testimonials are essentially personal recommendations of a service, product or person and are considered more credible and trustworthy than traditional advertising. This framework uses actual statements from satisfied customers to help others know what to expect from the service or company being advertised.

Question 11

A dessert that is promoted as being "sinfully delicious" with a person sitting on a sandy beach is using which type of executional framework?

Accepted Answer

The scenario described is likely using a fantasy framework, as it creates an idealized and imaginative setting that enhances the appeal of the dessert.

Question 12

An endorsement by Consumer Reports would typically be used in which type of executional framework?

Accepted Answer

An endorsement by Consumer Reports would lend an authoritative tone to an ad, making it more credible and trustworthy. This would fit within the authoritative executional framework.

Question 13

A dramatization execution has a more intense story format than which execution?

Accepted Answer

Slice-of-life executions typically have a more realistic and naturalistic format, while testimonial executions rely on personal accounts and experiences. Resonance executions aim to evoke emotional responses and conative executions are focused on driving action or behavior, neither of which necessarily require a dramatic storyline. Therefore, the most contrasting execution format to a dramatization would be slice-of-life.

Question 14

Which type of executional framework seeks to convince buyers that a given product is superior through employing some type of expert or evidence?

Accepted Answer

The authoritative executional framework seeks to convince buyers that a given product is superior through employing some type of expert or evidence. This type of framework relies on credible sources to establish the superiority of the product.

Question 15

Showing how Windex makes a dirty window sparkle would be which type of executional framework?

Accepted Answer

A demonstration executional framework is the best choice because it shows the product in action and highlights its effectiveness.

Question 16

A credit card ad dramatically showing a consumer about to be attacked in a war-like fashion by high interest charges is most likely using which type of executional framework?

Accepted Answer

The dramatization executional framework is characterized by the use of intense, emotional, and striking visuals to capture the viewer's attention and convey a sense of urgency. The credit card ad described in the question falls under this framework since it portrays the high interest charges as attackers in a war-like fashion, creating a sense of impending danger and the need for immediate action.

Question 17

The key to a testimonial executional framework is:

Accepted Answer

The key to a testimonial executional framework is credibility, meaning that the testimonial must be believable and trustworthy in order to persuade the audience. Likeability and negative likeability are not necessarily important factors, and visual consistency may play a role in the design of the testimonial, but it is not as crucial as credibility.

Question 18

Which executional framework features someone telling about a positive experience with a company or product?

Accepted Answer

Testimonial is a type of executional framework that features someone telling about their positive experience with a company or product. This can be a customer, celebrity or expert. Testimonials are used to build trust and credibility with the audience by showing real people who have had positive experiences with the brand or product.

Question 19

Showing someone enjoying an exotic experience would be which type of executional framework?

Accepted Answer

The fantasy executional framework involves creating an imaginary or exaggerated scenario to showcase the product or service. Showing someone enjoying an exotic experience falls under this category as it is an exaggerated scenario that is unlikely to happen in real life.

Question 20

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

Accepted Answer

Presenting product facts in a straightforward manner is the definition of an informative executional framework. Testimonial involves a satisfied customer sharing their positive experience with the product, dramatization uses storytelling and exaggeration to showcase the benefits of the product, and slice-of-life involves portraying realistic situations where the product is used.

Quiz 7: Advertising Design: Message Strategies and Executional Frameworks