Question 1

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

Accepted Answer

The conative message strategy is used to support promotions such as coupons, premiums, and sweepstakes because it involves directing the audience towards a specific action, such as purchasing a product or participating in a promotion. It is focused on encouraging behavior rather than simply providing information or creating an emotional response.

Question 2

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

Accepted Answer

Conative message strategy is used in this advertisement because it is designed to lead directly to some type of consumer response or action, such as visiting a website or downloading something.

Question 3

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 which type of message strategy?

Accepted Answer

The use of a grandmother's testimony and her granddaughters now wearing Bijan appeals to the emotions and feelings of the audience, making this a testimonial execution with an affective message strategy.

Question 4

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 a tactic used in affective message strategy, which aims to evoke emotional responses and connect with the audience on an emotional level. This strategy often uses music, imagery, and storytelling to create a strong emotional connection and influence consumers' behavior.

Question 5

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

Resonance message strategy connects a product with a consumer's experiences, aiming to evoke memories or feelings that resonate with the consumer, thereby building stronger ties.

Question 6

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

Accepted Answer

The ad is showing a negative comparison between greasy potato chips and Pringles, implying that Pringles are a better option.

Question 7

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 focus on creating an emotional connection with the audience, and are often used when there are no significant differences in the functional benefits of different brands. By evoking positive emotions and associations with a particular brand, affective messages can help to differentiate it from competitors and build brand loyalty among consumers.

Question 8

Which message strategy is most closely linked to emotions?

Accepted Answer

The affective message strategy is most closely linked to emotions. It seeks to elicit an emotional response from the audience by using language, imagery, or music that evokes feelings such as joy, fear, or anger. This can be a powerful way to engage and persuade the audience, but it also carries the risk of being perceived as manipulative or insincere.

Question 9

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

Accepted Answer

Spontaneous trait transference is a phenomenon where people unconsciously associate the negative traits of a competitor to the sponsor brand when negative comparison ads are used. This leads to dislike for the sponsor brand, even if the ad claims superiority or demonstrates product quality.

Question 10

An affective message strategy:

Accepted Answer

An affective message strategy is designed to invoke feelings or emotions and match them with the good, service, or company being advertised. This approach aims to create an emotional connection with consumers, which can be more effective in influencing their behaviors and attitudes than rational arguments or information-based appeals.

Question 11

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 12

Which message strategy attempts to elicit powerful emotions that eventually lead to higher product recall?

Accepted Answer

The emotional message strategy attempts to elicit powerful emotions, such as joy, sadness, or fear, that can create a strong connection with the audience and enhance the recall of the product. This strategy focuses on the affective component of the message, rather than the informative one, and aims to create a memorable experience that can trigger the desired behavior or attitude towards the product.

Question 13

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 focused on reassuring consumers that branded products have stood the test of time and are a reliable choice for value. This type of advertising aims to create a sense of comfort and trust in the brand. Highlight marketing focuses on highlighting the unique features of a product, while buzz marketing aims to generate excitement and conversation around a product. Stealth marketing involves promoting a product without the consumer realizing they are being marketed to. However, none of these options describe the specific type of advertising focused on reassuring consumers about the longevity and reliability of branded products.

Question 14

In 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, attitudes, and feelings towards the brand or product. Therefore, they would be most closely tied to the liking, preference, and conviction stage of the hierarchy of effects model where consumers develop positive attitudes and preferences towards the product.

Question 15

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

Accepted Answer

Cognitive message strategies aim to inform and educate the audience about the product or service. This is closely associated with the awareness and knowledge stage of the hierarchy of effects model, where the target audience becomes aware of the product and gains knowledge about its features and benefits. Therefore, the best choice is A.

Question 16

Conative message strategies utilize an attitude formation sequence of:

Accepted Answer

Conative message strategies focus on influencing behavior first, followed by cognitive and affective responses.

Question 17

The two types of affective message strategies are:

Accepted Answer

The two types of affective message strategies are resonance and emotional. Resonance emphasizes the connection between the product and the consumer's emotions or values, while emotional messages aim to elicit a specific emotional response from the consumer.

Question 18

Which organization is most likely to investigate comparative advertising complaints?

Accepted Answer

The Federal Trade Commission is responsible for regulating advertising practices in the United States, including investigating complaints about comparative advertising. The World Trade Organization deals with international trade agreements, Congress creates and enforces laws, and the U.S. Postal Service is responsible for mail delivery.

Question 19

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 20

Which of the following tends to work the best when developing comparative ads?

Accepted Answer

Comparing a low-market share brand to a market leader tends to work the best when developing comparative ads because it highlights the weaknesses of the market leader and positions the low-market share brand as a superior alternative. This strategy can be effective in gaining market share and attracting customers who may be dissatisfied with the market leader.

Quiz 6: Advertising Design