IMC Chapter 7

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

A) Federal Trade Commission

168) Which type of spokesperson is most likely to have all five source characteristics? A) a celebrity B) a typical person C) an expert D) a CEO

A) a celebrity

114) Which strategy is often used to promote a stronger brand name? A) affective B) cognitive C) conative D) generic

A) affective

115) For products with no real tangible differences among the various brands, which message strategy is best at developing a liking and positive feelings toward a particular brand? A) affective B) cognitive C) conative D) generic

A) affective

126) Using the hierarchy of effects model to develop liking of a product or brand, the best creative message strategies to use would be: A) affective B) cognitive C) conative D) corporate

A) affective

127) Using the hierarchy of effects model to develop conviction for a particular product or brand, the best creative message strategies to use would be: A) affective B) cognitive C) conative D) corporate

A) affective

130) The Pillsbury Dough character used by Pillsbury is an example of which type of executional framework? A) animation B) dramatization C) testimonial D) fantasy

A) animation

133) Rotoscoping is used in a(n): A) animation executional framework B) dramatization executional framework C) testimonial executional framework D) authoritative executional framework

A) animation executional framework

103) 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

A) are less believable

122) In terms of 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

A) awareness and knowledge

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

A) business-to-business sector

96) 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

A) claim of superiority based on a product's specific attribute or benefit, which cannot be made by a competitor

87) Which message strategy is linked with reasoning and thinking processes? A) cognitive B) conative C) affective D) resonance

A) cognitive

152) The authoritative execution assumes consumer and business decision-makers rely on which of the following when making purchase decisions? A) cognitive processes B) affective feelings C) impulse behaviors D) authoritative sources of information

A) cognitive processes

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

A) credibility

182) In creating an advertisement, the creative begins with the creative brief. From the creative brief, the creative should: A) develop a means-end chain B) choose a spokesperson or decide if one will be used C) choose an appropriate message strategy D) decide on the ad execution

A) develop, a means-end chain

89) Which type of cognitive message strategy is a direct promotion of a brand without any claim of superiority? A) generic B) hyperbole C) preemptive D) brand

A) generic

91) Which cognitive message strategy works best for a firm that is clearly the brand leader and is the dominant company in the industry? A) generic B) preemptive C) unique selling proposition D) hyperbole

A) generic

131) 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

A) increased

110) 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

A) invokes feelings or emotions and matches these with the good, service, or company being advertised

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

A) message theme

153) The authoritative executional framework performs well in: A) print ads and on websites B) broadcast ads C) television D) billboards

A) print ads and on websites

134) 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

A) slice-of-life

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

A) slice-of-life

139) 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

A) slice-of-life

141) A dramatization execution has a more intense story format than which execution? A) slice-of-life B) testimonial C) resonance D) conative

A) slice-of-life

176) 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

A) trustworthiness

167) 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 which type of endorser? A) celebrity B) CEO C) expert D) typical person

B) CEO

109) Which message strategy is most linked to emotions? A) cognitive B) affective C) hyperbole D) conative

B) affective

111) Using music to build emotions surrounding a product is tied to which type of message strategy? A) cognitive B) affective C) brand D) conative

B) affective

117) A print advertisement for Bijan uses the picture of a typical grandmother with a testimony about the perfume and how her granddaughters now wear Bijan. This advertisement illustrates a testimonial execution with a(n): A) cognitive message strategy B) affective message strategy C) conative message strategy D) brand message strategy

B) affective message strategy

179) 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

B) attractiveness and likeability

125) Using the hierarchy of effects model to develop knowledge of a product or brand, which would be the best message strategy? A) affective B) cognitive C) conative D) corporate

B) cognitive

107) 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

B) comparing a low-market share brand to a market leader

121) 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

B) conative → cognitive → affective

90) 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

B) direct promotion of product attributes or benefits without any claim of superiority

142) A credit card ad dramatically showing a consumer about to be attacked in a war-like fashion by high interest charges is most likely using which type of executional framework? A) slice-of-life B) dramatization C) resonance advertising D) testimonial

B) dramatization

92) An advertisement for Nintendo using a cognitive message strategy would probably feature which type of message strategy, because Nintendo holds 47 percent of the market share in the handheld game market? A) comparative B) generic C) preemptive D) unique selling proposition

B) generic

161) 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

B) high involvement purchase decisions

175) 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

B) identification

86) 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

B) is the presentation of rational arguments or pieces of information to consumers

123) In terms of 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

B) liking, preference, and conviction

85) 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

B) message strategy

162) 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

B) placement of the ad

94) When Crest is featured as a "cavity fighter" in its advertising competitors aren't likely to make the same claim. This is an example of which form of cognitive message strategy? A) generic B) preemptive C) hyperbole D) comparative

B) preemptive

95) Which message strategy is a claim of superiority based on a product's specific attribute or benefit, which cannot then be used by a competitor? A) generic B) preemptive C) unique selling proposition D) hyperbole

B) preemptive

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

B) problem

112) 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

B) resonance and emotional

132) 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

B) rotoscoping

171) 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

B) similarity

172) 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

B) similarity

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

B) similarity

140) In terms of executional frameworks, a dramatization is similar to, but a more powerful form of story than which execution? A) animation B) slice-of-life C) fantasy D) authoritative

B) slice-of-life

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

B) testable

144) In an advertisement for the Weight Center, Casey talks about the weight she lost and how good the employees were to her. This would be an example of which type of executional framework? A) dramatization B) testimonial C) authoritative D) informative

B) testimonial

146) The testimonial executional framework is effective, especially with services, because it simulates: A) a fantasy B) negative likeability C) a word-of-mouth recommendation D) visual esperanto

C) a word-of-mouth recommendation

119) Which conative message strategy is linked to impulse buys? A) unique selling proposition B) resonance C) action-inducing D) promotional support

C) action-inducing

124) In terms of 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

C) actual purchase stage

164) Of the following types of celebrity endorsements, the one that would have the greatest level of credibility would be: A) celebrity endorsing a brand in a television show B) 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

C) an unpaid celebrity speaking on behalf of some charity or nonprofit organization

147) 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

C) authoritative

150) An endorsement by Consumer Reports would typically be used in which type of executional framework? A) slice-of-life B) informative C) authoritative D) fantasy

C) authoritative

169) 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

C) both physical and personality characteristics of the spokesperson

88) Which 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

C) cognitive

145) The key to a testimonial executional framework is: A) likeability B) negative likeability C) credibility D) visual consistency

C) credibility

154) Showing how a product works is found in which type of executional framework? A) slice-of-life B) testimonial C) demonstration D) fantasy

C) demonstration

155) Showing how Windex makes a dirty window sparkle would be which type of executional framework? A) dramatization B) testimonial C) demonstration D) illustrative

C) demonstration

116) Which type of message strategy attempts to elicit powerful emotions that eventually lead to product recall and choice? A) generic B) cognitive C) emotional D) preemptive

C) emotional

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

C) encounter

166) Dr. Duckworth has been paid to be in an advertisement to endorse a new brand of anti-inflammatory cream for muscle aches. For this type of ad, Dr. Duckworth is which type of endorser? A) celebrity B) CEO C) expert D) typical person

C) expert

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

C) expertise

97) 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

C) explicit, testable claim of uniqueness or superiority that can be supported or substantiated in some manner

158) A dessert that is promoted as being "sinfully delicious" with a person sitting on a sandy beach is using which type of executional framework? A) resonance B) slice-of-life C) fantasy D) hyperbole

C) fantasy

159) 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

C) fantasy

101) "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

C) hyperbole

99) An untestable claim about a product's benefits or attributes is which form of cognitive message? A) preemptive B) unique selling proposition C) hyperbole D) comparative

C) hyperbole

174) 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

C) identification

93) 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

C) make the brand synonymous with the product category

104) 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

C) negative comparison

149) Authoritative executional frameworks suggest buyers will be influenced by: A) testimonies from customers B) action-inducing offers C) rational thought D) emotions

C) rational thought

113) 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

C) resonance

105) 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

C) spontaneous trait transference

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

C) suggestiveness

143) Which executional framework features someone telling about a positive experience with a company or product? A) slice-of-life B) dramatization C) testimonial D) fantasy

C) testimonial

163) A celebrity endorser is used in advertisements because his or her stamp of approval on a product can: A) enhance the product's brand equity B) enhance consumers' emotional bonds with the product C) aid in the establishment of a "personality" for a brand D) all of the above

D) all of the above

148) Expert authorities would most likely be used in which type of executional framework? A) testimonial B) slice-of-life C) informative D) authoritative

D) authoritative

108) 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

D) cognitive → affective → conative

102) 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

D) comparative

118) Which message strategy is designed to trigger impulse buys? A) unique selling proposition B) resonance C) affective D) conative

D) conative

128) The manner in which an advertising appeal is presented is a(n): A) humor methodology B) rational approach C) conative message strategy D) executional framework

D) executional framework

156) Showing someone enjoying an exotic experience would be which type of executional framework? A) testimonial B) dramatization C) slice-of-life D) fantasy

D) fantasy

129) The following are types of executional frameworks, except: A) fantasy B) informative C) animation D) hyperbole

D) hyperbole

83) In the opening vignette about Dove, age-compression marketing referred to the marketing of products to: A) young girls that will make them look older B) older women that will make them look like a teenager C) young people D) individuals whose purchase behavior does not match their chronological age

D) individuals whose purchase behavior does not match their chronological age

160) Presenting product facts in a straightforward manner is which type of executional framework? A) testimonial B) dramatization C) slice-of-life D) informative

D) informative

120) Which conative message strategy is linked to promotions, such as coupons, premiums, and sweepstakes? A) unique selling proposition B) emotional C) action-inducing D) promotional support

D) promotional support

170) 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

D) similarity

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

D) solution

181) In creating an advertisement, the process begins with: A) the leverage point B) choosing the message strategy C) choosing the appeal D) the creative brief

D) the creative brief

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

D) they are not physically attractive

165) 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

D) typical person

100) 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

D) untestable claim based upon some attribute or benefit