Question 1

An advertisement by Philadelphia Cream Cheese encourages individuals to visit the brand's website and download free recipes. The ad uses the ________ message strategy.

Accepted Answer

The conative message strategy is designed to elicit a behavioral response, such as visiting a website or downloading recipes, which aligns with the advertisement's goal.

Question 2

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

Accepted Answer

Affective message strategies, which aim to create positive emotions towards the brand or product, are most closely tied to the liking, preference, and conviction stage of the hierarchy of effects model. This stage involves developing favorable attitudes towards the product or brand, which can lead to a higher likelihood of purchase.

Question 3

Showing greasy potato chips versus Pringles is an example of a:

Accepted Answer

The comparison being made between greasy potato chips and Pringles is negative, indicating that Pringles is superior to greasy potato chips. Thus, this is an example of a negative comparison ad.

Question 4

An affective message strategy:

Accepted Answer

An affective message strategy involves invoking feelings or emotions and matching these with the good, service, or company being advertised. This can be achieved through various creative techniques, such as humor, fear, or nostalgia, and is aimed at creating a positive emotional response and a connection between the consumer and the brand.

Question 5

Using music to build emotions surrounding a product is tied to which type of message strategy?

Accepted Answer

Using music to build emotions surrounding a product is tied to affective message strategy which aims to create positive affective responses, such as emotional connections, feelings, attitudes, and preferences towards the product.

Question 6

In developing comparative ads, which of the following tends to work the best?

Accepted Answer

Comparing a low-market share brand to a market leader tends to work best because it can highlight the advantages of the lesser-known brand against a well-established competitor, potentially shifting consumer perception and gaining market share.

Question 7

An affective message strategy that connects a product with a consumer's experiences to build stronger ties with the consumer is which form of message strategy?

Accepted Answer

The resonance message strategy connects a product with a consumer's experiences to build stronger ties with the consumer. It aims to strike a chord with the consumer by linking the product to their emotions, past experiences, or self-image. The goal is to create a long-term relationship between the consumer and the brand/product.

Question 8

A new form of resonance advertising that reassures consumers looking for value that branded products have stood the test of time is:

Accepted Answer

Comfort marketing is a type of resonance advertising that focuses on reassuring consumers that branded products have a proven track record and are therefore a safe and reliable choice. It creates a sense of familiarity and security that can be very appealing to consumers who are looking for value and peace of mind when making purchasing decisions. Highlight marketing and buzz marketing are not directly related to this concept, and stealth marketing is generally considered unethical as it involves deception and manipulation of consumers.

Question 9

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

Accepted Answer

Cognitive message strategies are designed to provide information and increase awareness and knowledge about a product or service. Therefore, they are most closely tied to the awareness and knowledge stage in the hierarchy of effects model.

Question 10

For products with no real tangible differences among the various brands, which message strategy is best at developing positive feelings toward a particular brand?

Accepted Answer

Affective message strategies are best for developing positive feelings toward a particular brand when there are no tangible differences among various brands. These strategies focus on emotional and psychological appeals, which can help create brand loyalty and positive associations with the brand.

Question 11

A negative comparison ad that causes people to dislike the sponsor brand may be due to:

Accepted Answer

Spontaneous trait transference occurs when people associate the negative traits of the competitor brand with the sponsor brand. This can lead to a negative perception of the sponsor brand, even if the comparison is intended to be favorable.

Question 12

Which message strategy is designed to trigger impulse buys?

Accepted Answer

Conative message strategies are specifically designed to trigger immediate action or response from the audience, such as impulse buys. They often include calls to action that encourage the audience to act quickly.

Question 13

Which message strategy is used to support promotions, such as coupons, premiums, and sweepstakes?

Accepted Answer

The conative message strategy aims to encourage consumers to take action, such as purchasing a product or participating in a promotion like coupon redemption, premium collection, and sweepstakes entry. It is focused on motivating consumers to do something and can be persuasive in nature. Therefore, D is the best choice.

Question 14

Conative message strategies utilize an attitude formation sequence of:

Accepted Answer

Conative message strategies are designed to influence or change behavior, so they typically follow a sequence of conative (behavioral) information followed by cognitive (thinking) information and then affective (emotional) information. By starting with information that appeals to a person's desire to take action or make a change, followed by information that supports that decision with logical reasons, and then culminating in emotional appeals that reinforce the importance and value of the decision, the conative message strategy can be very effective in achieving its goals. Option B is the only answer choice that presents the sequence in the correct order of conative → cognitive → affective.

Question 15

Which organization is most likely to investigate comparative advertising complaints?

Accepted Answer

The Federal Trade Commission (FTC) is responsible for investigating and regulating comparative advertising claims. The FTC ensures that companies do not make false or misleading claims in their advertisements, including those that compare themselves to their competitors. The World Trade Organization (B) is focused on promoting free trade and settling trade disputes between countries. Congress (C) is responsible for making laws but is not directly involved in investigating advertising complaints. The U.S. Postal Service (D) is responsible for delivering mail and packages, and does not have a role in investigating advertising complaints.

Question 16

The two types of affective message strategies are:

Accepted Answer

The two types of affective message strategies are resonance, which aims to evoke positive emotions and feelings, and emotional, which aims to create a strong emotional response in the audience. Option A is incorrect, as hyperbole is not a type of affective message strategy. Option C is incorrect, as preemptive and unique selling proposition are not types of affective message strategies. Option D is partially incorrect, as conative message strategies are focused on inducing a behavioral response, not an emotional one.

Question 17

In terms of attitude formation, the sequence being used with a cognitive message strategy is:

Accepted Answer

The cognitive message strategy sequence starts with the cognitive component (beliefs or knowledge), moves to the affective component (feelings or emotions), and ends with the conative component (behavior or action). This sequence reflects a process where understanding leads to feelings, which then inspire actions.

Question 18

A print advertisement for Bijan uses the picture of a grandmother with a testimony about the perfume and how her granddaughters now wear Bijan. The advertisement presents a testimonial execution with a(n) ________ message strategy.

Accepted Answer

The affective message strategy aims at evoking emotions and feelings towards a brand or product. This advertisement uses the emotional appeal of a grandmother passing down her love for Bijan to her granddaughters, which is an example of affective strategy.

Question 19

The ________ message strategy is most closely linked to emotions.

Accepted Answer

The affective message strategy is designed to evoke emotions in the audience. The cognitive strategy is focused on providing information and facts, the hyperbole strategy uses exaggeration to make a point, and the conative strategy is intended to persuade the audience to take action.

Question 20

The ________ message strategy attempts to elicit powerful emotions that eventually lead to higher product recall.

Accepted Answer

The emotional message strategy aims to create a strong emotional response in the audience, which in turn leads to better product recall. This approach is often seen in advertising campaigns that use humor, fear, or nostalgia to generate emotions in the audience.

Quiz 6: Advertising Design