Q&A Hero

Q: Showing greasy potato chips versus Pringles is an example of a: A) preemptive claim of superiority. B) generic demonstration of product quality. C) negative comparison ad. D) positive comparison ad.

Q: Celebrities normally score well in terms of similarity, believability, and likeability.

Q: Consumers often think comparative ads: A) are less believable. B) are more believable. C) contain accurate information. D) develop more favorable attitudes toward the brand.

Q: As a source characteristic, expertise can be valuable in persuasive advertisements designed to change the audience's opinions or attitudes.

Q: The cognitive message strategy approach that is most likely to require substantiation of claims to prevent potential lawsuits made would be: A) hyperbole. B) preemptive. C) unique selling proposition. D) comparative.

Q: As a source characteristic, similarity is the degree of confidence or the level of acceptance consumers place in a spokesperson's message.

Q: "We are Chicago's friendliest car dealer!" is an example of which type of cognitive message? A) Preemptive B) Unique selling proposition C) Hyperbole D) Comparative

Q: Ads work better if the audience can identify with the spokesperson in the ad.

Q: A hyperbole cognitive message strategy is a(n): A) claim of superiority based on a product's specific attribute or benefit, which cannot be made by a competitor. B) direct promotion of product attributes or benefits without any claim of superiority. C) explicit, testable claim of uniqueness or superiority that can be supported or substantiated in some manner. D) untestable claim based upon some attribute or benefit.

Q: In terms of source characteristics, attractiveness has two components: physical attractiveness and social attractiveness.

Q: A unique selling proposition strategy differs from a preemptive or generic approach in that the unique selling proposition is: A) preemptive. B) testable. C) emotional. D) comparative.

Q: One reason for using typical persons as product endorsers is that they are more likely to possess at least some quantity of all of the source characteristics.

Q: A unique selling proposition cognitive message strategy is a(n): A) claim of superiority based on a product's specific attribute or benefit, which cannot be made by a competitor. B) direct promotion of product attributes or benefits without any claim of superiority. C) explicit, testable claim of uniqueness or superiority that can be supported or substantiated in some manner. D) untestable claim based upon some attribute or benefit.

Q: A spokesperson's credibility is derived from the composite of attractiveness, likeability, trustworthiness, and intelligence.

Q: The preemptive cognitive message strategy is a(n): A) claim of superiority based on a product's specific attribute or benefit, which cannot be made by a competitor. B) direct promotion of product attributes or benefits without any claim of superiority. C) explicit, testable claim of uniqueness or superiority that can be supported or substantiated in some manner. D) untestable claim based upon some attribute or benefit.

Q: One reason companies are using more typical persons as endorsers is the overuse of celebrities in ads.

Q: Which message strategy is a claim of superiority based on a product's specific attribute or benefit that cannot then be used by a competitor? A) Generic B) Preemptive C) Unique selling proposition D) Hyperbole

Q: Paid actors or models can be used in an advertisement to portray ordinary, everyday people.

Q: When Crest is featured as a "cavity fighter" in its advertising, competitors are not likely to make the same claim. This is an example of the ________ cognitive message strategy. A) generic B) preemptive C) hyperbole D) comparative

Q: In terms of endorsers, celebrities and CEOs are not typically viewed as expert sources for product endorsements.

Q: The goal of a generic message strategy is to: A) increase brand loyalty. B) persuade viewers of the brand's superiority. C) make the brand synonymous with the product category. D) preempt the competition from using a particular claim or benefit.

Q: Celebrity endorsers are used for ads because their stamp of approval on a product can enhance the product's brand equity and create emotional bonds between the consumers and the brand being endorsed.

Q: Nintendo holds 47 percent of the market share in the handheld game market. An advertisement for Nintendo using a cognitive message strategy would probably use the ________ approach. A) comparative B) generic C) preemptive D) unique selling proposition

Q: Using typical persons and CEOs as spokespeople in ads are difficult because they: A) are often perceived as not being credible. B) do not have a high level of expertise. C) are not professional actors so they are more difficult to work with. D) are not physically attractive.

Q: The ________ cognitive message strategy works best for a firm that is clearly the brand leader and the dominant company in the industry. A) generic B) preemptive C) unique selling proposition D) hyperbole

Q: One danger of using a CEO or other prominent official of a corporation is that the person may not possess the source characteristics of: A) trustworthiness and expertise. B) attractiveness and likeability. C) credibility and expertise. D) likeability and trustworthiness.

Q: The generic cognitive message strategy is a(n): A) claim of superiority based on a product's specific attribute or benefit, which cannot be made by a competitor. B) direct promotion of product attributes or benefits without any claim of superiority. C) explicit, testable claim of uniqueness or superiority that can be supported or substantiated in some manner. D) untestable claim based upon some attribute or benefit.

Q: One danger is using celebrities as spokespersons is that their endorsement of too many products tarnishes: A) credibility. B) likeability. C) expertise. D) attractiveness.

Q: The ________ cognitive message strategy is a direct promotion of a brand without any claim of superiority. A) generic B) hyperbole C) preemptive D) brand

Q: A physician endorsing a specific brand of medicine would have a high level of: A) attractiveness. B) likeability. C) expertise. D) personality.

Q: The ________ message strategy has the goal of creating an impact on a person's beliefs or knowledge structure. A) affective B) conative C) cognitive D) resonance

Q: In terms of spokesperson characteristics, which is the degree of confidence or the level of acceptance consumers place in the spokesperson's message? A) Trustworthiness B) Expertise C) Credibility D) Likeability

Q: Which message strategy is linked with reasoning and thinking processes? A) Cognitive B) Conative C) Affective D) Resonance

Q: Giving to a charity because the spokesperson in the ad is a Republican, and the viewer is also a Republican, is based on: A) likeability. B) identification. C) consistency. D) empathy.

Q: A cognitive 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: Wishing to think and act rich like the spokesperson in an advertisement, is a form of: A) empathy. B) intent to purchase. C) identification. D) attractiveness.

Q: The primary tactic or approach used to deliver a message theme is a: A) message identification. B) message strategy. C) cognitive message. D) generic message.

Q: An ad that is targeted toward stay-at-home moms, which begins with this phrase, "Since I stopped working, I have more time for my kids," emphasizes: A) likeability. B) similarity. C) consistency. D) continuity.

Q: An outline of the key ideas in an advertisement is the: A) message theme. B) message strategy. C) cognitive message. D) generic message.

Q: When an accountant serves as a spokesperson in an advertisement for an accounting service, viewers who are also accountants find the ad to be more credible based on: A) attractiveness. B) similarity. C) likeability. D) persuasiveness.

Q: According to a survey by Adweek Media and Harris Interactive, 55 percent of consumers said ads were: A) somewhat or very interesting. B) not interesting. C) very influential in their purchase decisions. D) somewhat influential in their purchase decisions.

Q: Britney really liked the advertisement by Saturn that featured an elementary school teacher, primarily because Britney is also an elementary school teacher. This identification with the spokesperson by Britney is an example of the concept of: A) attractiveness. B) similarity. C) likeability. D) trustworthiness.

Q: Identification is the ability of the audience to identify with the spokesperson in an ad and is derived from: A) expertise. B) attractiveness. C) likeability. D) similarity.

Q: In terms of source characteristics, attractiveness consists of: A) physical characteristics of the spokesperson. B) intelligence of the spokesperson. C) both physical and personality characteristics of the spokesperson. D) the expertise and likeability of the spokesperson.

Q: Which type of spokesperson is most likely to have all the source characteristics? A) A celebrity B) A typical person C) An expert D) A CEO

Q: Mr. Booth owns the local Ford dealership and recently filmed an advertisement where he talks about the deals consumers can obtain at his dealership. For this type of ad, Mr. Booth is A(n) ________ endorser. A) celebrity B) CEO C) expert D) typical person

Q: Dr. Locke has been paid to appear in an advertisement to endorse a new brand of anti-inflammatory cream for muscle aches. For this type of ad, Dr. Locke is which type of endorser? A) Celebrity B) CEO C) Expert D) Typical person

Q: Rachel is an actress who plays the part of a housewife in a commercial for a new brand of furniture polish. For this type of ad, Rachel would be considered which type of endorser? A) Celebrity B) CEO C) Expert D) Typical person

Q: Of the following types of celebrity endorsements, the one that would have the greatest level of credibility would be: A) a celebrity endorsing a brand in a television show. B) a celebrity voice-over in a radio ad. C) an unpaid celebrity speaking on behalf of some charity or nonprofit organization. D) a dead-person endorsement of a particular brand.

Q: A celebrity endorser is used in advertisements because his or her stamp of approval offers all of the following advantages except: A) enhances the product's brand equity. B) enhances consumers' emotional bonds with the product. C) aids in the establishment of a "personality" for a brand. D) improves recall of brand benefits.

Q: Name the ways to present claims in authoritative executions.

Q: Name the executional frameworks advertisers can utilize.

Q: Informative executions work best for low-involvement products.

Q: An informative execution typically presents information to the audience in a straightforward manner.

Q: The most common themes for fantasy executions are sex, love, and romance.

Q: Perfumes and colognes often rely on a demonstration form of executional framework, because they are easy to show in a positive light.

Q: Demonstration ads are well suited to print ads because the actual product features can be clearly shown.

Q: The authoritative execution works especially well in specialty magazines and trade journals.

Q: The authoritative execution assumes consumers and business decision-makers rely on affective processes when making purchase decisions.

Q: Many authoritative executions include some type of scientific or survey support.

Q: A physician, dentist, engineer, or chemist endorsing a particular brand's advantages would typically be found in a slice-of-life execution.

Q: Consumers rely on word-of-mouth communications when choosing services, which makes the authoritative executional framework work well.

Q: One major reason companies choose testimonial executions is that they offer a greater level of credibility, when the testimonies are made by actual customers.

Q: Testimonial executions have been successful for many years, especially in the business-to-business and service sectors.

Q: The slice-of-life execution is seldom used for business-to-business advertisements.

Q: While the slice-of-life execution is ideal for television, it also can be used in print advertisements.

Q: The typical format for a animation ad is encounter, problem, interaction, and then solution.

Q: Animation has become increasingly popular and is now used in business-to-business ads in addition to consumer ads.

Q: Rotoscoping is a new, high-tech form of fantasy execution.

Q: An executional framework is the manner in which an advertising appeal is presented.

Q: One of the major keys to successfully using the informative execution is: A) using customers in the ad. B) placement of the ad. C) the selection of the right media. D) the type of appeal that is used.

Q: Ads using an informative executional framework are best suited for: A) conative message strategies. B) high involvement purchase decisions. C) slice-of-life executions. D) brand image message strategies.

Q: Presenting product facts in a straightforward manner is the ________ executional framework. A) testimonial B) dramatization C) slice-of-life D) informative

Q: Of the following executional frameworks, which is least likely to be used in business-to-business ads? A) Authoritative B) Informative C) Fantasy D) Testimonials

Q: A dessert that is promoted as being "sinfully delicious" with a person sitting on a sandy beach is using the ________ execution. A) resonance B) slice-of-life C) fantasy D) hyperbole

Q: The fantasy executional framework relies on: A) raw sex and nudity. B) comparisons of product features. C) suggestiveness. D) cognitive thought processes.

Q: Showing someone enjoying an exotic experience"such as a beach in Florida"would be which type of executional framework? A) Testimonial B) Dramatization C) Slice-of-life D) Fantasy

Q: Showing how Windex makes a dirty window sparkle would be the ________ executional framework. A) dramatization B) testimonial C) demonstration D) illustrative

Q: Showing how a product works is found in which type of executional framework? A) Slice-of-life B) Testimonial C) Demonstration D) Fantasy

Q: The authoritative execution works well in: A) print ads and on websites. B) broadcast ads. C) television. D) billboards.