Q&A Hero

Q: An authoritative execution assumes that consumer and business decision makers rely on ________ when making purchase decisions. A) cognitive processes B) affective feelings C) impulse behaviors D) authoritative sources of information

Q: Authoritative executions are the most widely used in the ________ sector. A) business-to-business B) consumer C) services D) governmental

Q: An endorsement by Consumer Reports would typically be used in the ________ executional framework. A) slice-of-life B) informative C) authoritative D) fantasy

Q: Authoritative executions suggest buyers will be influenced by: A) testimonies from customers. B) action-inducing offers. C) rational thought. D) emotions.

Q: Expert authorities would most likely be used in which type of executional framework? A) Testimonial B) Slice-of-life C) Informative D) Authoritative

Q: Which type of executional framework seeks to convince buyers that a given product is superior through employing some type of expert or evidence? A) Dramatization B) Ideological C) Authoritative D) Fantasy

Q: The testimonial execution is effective, especially with services, because it simulates: A) a fantasy. B) negative likeability. C) a word-of-mouth recommendation. D) visual Esperanto.

Q: The key to a testimonial execution is: A) likeability. B) negative likeability. C) credibility. D) visual consistency.

Q: In an advertisement for the Weight Center, Casey talks about the weight she lost and how good the employees were to her. This is an example of the ________ executional framework. A) dramatization B) testimonial C) authoritative D) informative

Q: The ________ executional framework features someone expressing a positive experience with a company or product. A) slice-of-life B) dramatization C) testimonial D) fantasy

Q: A business-to-business ad featuring a routine business experience, a problem, an interaction, and then a company's product that provides a solution is which form of executional framework? A) Slice-of-life B) Dramatization C) Testimonial D) Expert authority

Q: In a television advertisement, Chris is about ready to lose a girlfriend because he did not purchase the right jewelry. A voice-over offers a solution, the jewelry is purchased at the advertised store and the girlfriend is now happy. This illustrates the ________ of executional framework. A) slice-of-life B) testimonial C) fantasy D) informative

Q: The last component of a slice-of-life execution is the: A) interaction. B) problem. C) encounter. D) solution.

Q: The component of a slice-of-life execution that follows the encounter is the: A) interaction. B) problem. C) information presentation. D) solution.

Q: The first component of a slice-of-life execution is the: A) interaction. B) problem. C) encounter. D) solution.

Q: When a product solves an everyday life problem, the executional framework being used in the ad is most likely: A) slice-of-life. B) authoritative. C) fantasy. D) informative.

Q: Rotoscoping is used in a(n): A) animation. B) dramatization. C) testimonial. D) authoritative.

Q: The process of digitally painting or sketching figures into live television sequences is called: A) digitalizing. B) rotoscoping. C) clay animation. D) a fantasy execution.

Q: In recent years, the use of animation in advertising has: A) increased. B) decreased. C) stayed the same. D) increased in the consumer market, but declined in the business-to-business sector.

Q: Pillsbury's cartoon character, the dough boy, is an example of which type of executional framework? A) Animation B) Dramatization C) Testimonial D) Fantasy

Q: All of the following are types of executional frameworks except: A) fantasy. B) informative. C) animation. D) hyperbole.

Q: The manner in which an advertising appeal is presented and a message strategy is conveyed is the: A) source methodology. B) rational approach. C) conative message strategy. D) executional framework.

Q: What is a scarcity ad? How is scarcity created?

Q: What roles can music play in advertisements?

Q: What are the major criticisms of sexuality in advertising?

Q: What approaches to sexuality are used in advertising?

Q: Describe the sequence that occurs when a humorous ad is successful.

Q: In the behavioral response model, discuss the concepts of severity, vulnerability and response efficacy.

Q: What are the various types of appeals that can be used in advertising and what is the primary benefit of each type?

Q: Scarcity appeals are designed to build brand awareness and lead to positive attitudes toward the brand.

Q: The underlying principle for using more emotional appeals in business-to-business advertising is that emotions can be a part of every type of decision, even in the business-to-business environment.

Q: Emotional appeals are not useful for business-to-business advertisements because they do not incorporate cognitive elements.

Q: Visual are more important than peripheral cues in developing effective emotional appeals.

Q: Many creatives view emotional advertising as the key to developing brand loyalty.

Q: Rational appeals are designed to capture a viewer's attention and foster an attachment between the consumer and the brand.

Q: Rational appeals are superior to other appeals in developing and changing attitudes and establishing brand beliefs when a consumer has a high level of interest in a product or brand.

Q: Print media and television offer the best outlets for rational appeals.

Q: Rational appeals are most effective when consumers have low levels of involvement, but are willing to pay attention to the ad.

Q: A rational appeal is closely tied to the stages of visual and verbal imagining, moving viewers from the cognitive to the conative component of attitude.

Q: New, emerging musical artists are now more receptive to the idea of using their songs in advertisements because they believe that using the songs will capture the kind of attention that will lead radio disc jockeys to play the song on the air.

Q: Brand awareness, brand equity, and brand loyalty are more difficult to develop when consumers are already familiar with the music used in an advertisement than when a new song, music, or jingle is written.

Q: The primary benefit of using a well-known song in a musical appeal is that consumers have already developed an affinity for a song, which normally is then transferred to the product or brand.

Q: In terms of music used in advertisements, the most common method is to use a song that has already been written or a jingle that already exists.

Q: While a musical appeal can be effective in gaining a viewer's attention, it often decreases the retention of information in the ad.

Q: One major criticism of sexually-based advertising is that it perpetuates dissatisfaction with one's body. This is true for females, not males.

Q: Just as economies go through cycles, attitudes towards sex in advertising experiences cyclical changes.

Q: In determining the level of sex appeal to use in an advertisement, it is important to consider society's view and level of acceptance at the time the ad is to run.

Q: The cognitive impressions made on viewers of a sexually-oriented ad depend on whether viewers feel the advertisement is pleasant or offensive.

Q: Advertisements using overt sexual stimuli or containing nudity produce higher levels of physiological arousal responses in males, but not for females.

Q: Controversial sexual ads are interesting to viewers, but sometimes fail to transmit key information to viewers.

Q: Sexually-oriented ads attract attention and brand recall is higher than for ads using some other type of appeal.

Q: Sex appeals and nudity tend to increase attention to advertisements, but only for males.

Q: Using overt sexuality in ads for products that are sexually-oriented is normally accepted, but it often becomes controversial when used for other types of products.

Q: A decorative model is a person who adorns a product as a sexual or attractive stimulus, but has nothing to actually do with the product.

Q: Nudity and partial nudity in advertisements are most effective when the product has some form of sexual connotation.

Q: Ads that use nudity or partial nudity are almost always designed to elicit some type of sexual response in viewers.

Q: Sexually suggestive ads tend to work well with personal products such as perfume or cologne.

Q: Truly subliminal sexual messages are highly effective advertising techniques.

Q: Women tend to respond more favorably to the use of overt sexuality in advertisements than they do to the use of sensuality.

Q: Although using sex in advertising no longer sells the way it used to and no longer has the shock value it had in the past, advertising in the United States and other countries contains more visual sexual themes than ever before.

Q: While some evidence exists that humor may be universal, other research indicates that particular executions of humor appeals may not be universal and that humor is often based in one's culture.

Q: An advantage of using humor in ads is that it easily transfers to other countries and cultures.

Q: When humor in an ad is remembered, the product or brand is almost always easily recalled.

Q: To be successful, humor used in ads should be connected directly to the product's benefits.

Q: Humor causes consumers to watch, laugh, and, most important, respond with an immediate purchase.

Q: Humor has proven to be one of the best appeals for cutting through advertising clutter.

Q: Humor is a rarely-used form of advertising appeal.

Q: A fear level that is too high is impossible to create, because viewers have become immune to fear tactics in advertising.

Q: Low levels of fear in an ad may not create feelings of severity or vulnerability.

Q: When a viewer of an advertisement believes he or she can take action to prevent negative consequences by purchasing a product, the individual is exhibiting self-efficacy.

Q: An advertisement featuring a fear appeal that suggests a person will feel good about losing weight is an example of highlighting extrinsic rewards.

Q: An advertisement designed to convince viewers that if they do not use a particular brand of deodorant, they will be social outcasts stresses the severity of a negative consequence in a fear appeal.

Q: Severity and vulnerability are key elements in rational advertisements.

Q: In a fear appeal, vulnerability is based on the likelihood or probability that a negative event will occur.

Q: In a fear appeal, vulnerability is the degree of potential physical, social, or psychological harm that can occur.

Q: Fear is an ineffective form of advertising appeal that has been largely abandoned.

Q: Using a fear appeal in an advertisement increases both the viewer's interest in the ad and the persuasiveness of the ad.

Q: The particular type of appeal that should be used in an advertisement should be based on a review of the creative brief, the objective of the advertisement, and the means-end chain to be conveyed.

Q: Name the components of the hierarchy of effects model and explain why it is an important theory in advertising.

Q: In the past, creatives designing business-to-business advertisements relied heavily on the verbal or written element rather than on visuals. In recent years, there has been a shift to using stronger visual elements in business-to-business advertisements.