Q&A Hero

Q: Humor overcomes clutter by: A) making the person laugh. B) frequently repeating the company's name. C) capturing attention. D) making other products less memorable.

Q: Most advertisers believe that a ________ level of fear is most likely to succeed in an advertisement. A) low, non-threatening B) moderate C) high D) severe

Q: In terms of a fear approach, one reason teenagers who smoke do not quit is because they are afraid they will lose their friends. The social aspect of their lives is more important than the health aspects. In their minds, losing their friends is the ________ component of the behavioral response model. A) intrinsic reward B) severity C) vulnerability D) response cost

Q: In a fear appeal, showing the potential for a devastating injury when seat belts are not used is an example of: A) cognition. B) severity. C) vulnerability. D) self-efficacy.

Q: Although almost any type of appeal can be used to create an advertisement, it is the key responsibility of the marketer to make sure, to whatever degree possible, that the appeal is the right choice for the: A) advertising agency and creative that will be working on the ad. B) product, media planner, and media buyer. C) brand and the target audience. D) account executive and creative.

Q: All of the following are types of appeals that can be used in designing ads except: A) music. B) cognitive. C) rationality. D) emotion.

Q: All of the following are types of appeals that can be used in designing ads except: A) economic. B) fear. C) humor. D) sex.

Q: What are the two types of affective message strategies? Define both.

Q: What are the advantages and disadvantages of comparative ads?

Q: Name the five major forms of cognitive strategies.

Q: 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.

Q: 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.

Q: In terms of the relationship between message strategies and the hierarchy of effects model, affective message strategies are best suited to develop awareness and knowledge about a particular product or brand.

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

Q: Impulse buys are primarily linked to cognitive message strategies.

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

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

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

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

Q: Comfort marketing is a form of cognitive message strategy that attempts to assure consumers that a branded product is a good value because it has stood the test of time.

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

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

Q: The concept of spontaneous trait transference suggests that when someone calls another person dishonest, other people tend to remember the speaker as also being less than honest.

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

Q: 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.

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

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

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

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

Q: Comparative ads tend to be more believable and have a greater positive impact on consumer attitudes than other cognitive message strategies.

Q: The major advantage of comparison ads is that they are effective in capturing the viewer's attention.

Q: To provide protection from lawsuits, company leaders and advertisers must be sure that any claim made about the competition using a unique selling proposition message strategy approach can be clearly substantiated.

Q: A hyperbole message strategy is a conative form of message strategy.

Q: "We make the best tacos in town," is an example of a hyperbole form of cognitive message strategy.

Q: A hyperbole form of cognitive message strategy is a claim that can be tested based on some attribute or benefit.

Q: A unique selling proposition does not require support or substantiation although the claims made could be tested or substantiated in some manner.

Q: A hyperbole message strategy involves an explicit, testable claim of uniqueness or superiority.

Q: Generic message strategies can be used to create brand awareness.

Q: Generic message strategies are not used in business-to-business advertisements, because few firms dominate an industry.

Q: The "Soup is Good Food" tagline used by Campbell's Soup is an example of hyperbole in advertising.

Q: The preemptive message strategy works best for a firm that is clearly the brand leader and is the dominant company in the industry.

Q: A generic message is a direct promotion of a good or service without any claim of superiority.

Q: If an advertisement highlights the benefits of a local bank using a rationale argument, then it is using a cognitive message strategy.

Q: Cognitive message strategies include generic messages, preemptive messages, hyperbole messages, resonance messages, and conative messages.

Q: When using a conative message strategy, the primary message is about a product's attributes or benefits.

Q: A conative message strategy is a presentation of rational arguments or pieces of information about a good or service.

Q: The three categories of message strategies are cognitive strategies, affective strategies, and brand strategies.

Q: The three categories of message strategies coincide with the three components of attitudes.

Q: The advertising appeal is the primary tactic or approach used to deliver a message theme.

Q: The mcgarrybowen advertising agency bases its work on storytelling, along with marketing research.

Q: In a recent Adweek Media and Harris Interactive survey, the majority of consumers, 55 percent, said advertisements were somewhat or very interesting.

Q: When using the hierarchy of effects model to develop conviction for a particular product or brand, the best creative message strategy to use would be: A) affective. B) cognitive. C) conative. D) corporate.

Q: When using the hierarchy of effects model to develop liking for a product or brand, the best creative message strategy to use would be: A) affective. B) cognitive. C) conative. D) corporate.

Q: When using the hierarchy of effects model to develop knowledge for a product or brand, which would be the best message strategy? A) Affective B) Cognitive C) Conative D) Corporate

Q: In the hierarchy of effects model, conative message strategies would be most closely tied to the: A) Awareness and knowledge stages B) Liking, preference, and conviction stages C) Actual purchase stage D) Awareness stage

Q: In the hierarchy of effects model, affective message strategies would be most closely tied to which stage(s)? A) Awareness and knowledge B) Liking, preference, and conviction C) Actual purchase D) Awareness and liking

Q: In the hierarchy of effects model, cognitive message strategies would be most closely tied to which stage(s)? A) Awareness and knowledge B) Liking, preference, and conviction C) Actual purchase D) Knowledge and preference

Q: Conative message strategies utilize an attitude formation sequence of: A) affective → conative → cognitive. B) conative → cognitive → affective. C) cognitive → conative → affective. D) affective → cognitive → conative.

Q: Which message strategy is used to support promotions, such as coupons, premiums, and sweepstakes? A) Cognitive B) Emotional C) Affective D) Conative

Q: An advertisement by Philadelphia Cream Cheese encourages individuals to visit the brand's website and download free recipes. The ad uses the ________ message strategy. A) unique selling proposition B) affective C) conative D) cognitive

Q: Which message strategy is designed to trigger impulse buys? A) Unique selling proposition B) Resonance C) Affective D) Conative

Q: 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. A) cognitive B) affective C) conative D) brand

Q: The ________ message strategy attempts to elicit powerful emotions that eventually lead to higher product recall. A) generic B) cognitive C) emotional D) preemptive

Q: For products with no real tangible differences among the various brands, which message strategy is best at developing positive feelings toward a particular brand? A) Affective B) Cognitive C) Conative D) Generic

Q: A new form of resonance advertising that reassures consumers looking for value that branded products have stood the test of time is: A) comfort marketing. B) highlight marketing. C) buzz marketing. D) stealth marketing.

Q: 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? A) Generic B) Cognitive C) Resonance D) Emotional

Q: The two types of affective message strategies are: A) emotional and hyperbole. B) resonance and emotional. C) preemptive and unique selling proposition. D) affective and conative.

Q: Using music to build emotions surrounding a product is tied to which type of message strategy? A) Cognitive B) Affective C) Brand D) Conative

Q: An affective message strategy: A) invokes feelings or emotions and matches these with the good, service, or company being advertised. B) is the presentation of rational arguments or pieces of information to consumers. C) is designed to lead more directly to some type of consumer behavior. D) is the manner in which an ad appeal is presented.

Q: A business-to-business advertisement for Service Metrics about internet security shows a man blindfolded about to step into a manhole. The manhole illustrates the ________ component of the behavioral response model. A) severity B) vulnerability C) response cost D) negative consequence

Q: The ________ message strategy is most closely linked to emotions. A) cognitive B) affective C) hyperbole D) conative

Q: What four types of sources or spokespersons can advertisers utilize?

Q: In terms of attitude formation, the sequence being used with a cognitive message strategy is: A) affective → conative → cognitive. B) conative → cognitive → affective. C) cognitive → conative → affective. D) cognitive → affective → conative.

Q: Typical person spokespeople do not have the name recognition of celebrities, and as a result, advertisers often use multiple sources within one advertisement to build credibility.

Q: In developing comparative ads, which of the following tends to work the best? A) Comparing a low-market share brand to another low-market share brand B) Comparing a low-market share brand to a market leader C) Comparing a market leader to a low-market share brand D) Comparing a market leader to another market leader

Q: Typical person sources tend not to have high levels of credibility.

Q: Which organization is most likely to investigate comparative advertising complaints? A) Federal Trade Commission B) World Trade Organization C) Congress D) U.S. Postal Service

Q: In terms of source characteristics, CEOs score low on credibility.

Q: A negative comparison ad that causes people to dislike the sponsor brand may be due to: A) the preemptive claim of superiority. B) a generic demonstration of product quality. C) spontaneous trait transference. D) internal cognitive consistency.

Q: The potential for negative publicity caused by inappropriate actions of celebrities has led some advertisers to use deceased celebrities.