978-0133866339 Chapter 06 Part 1

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Integrated Advertising, Promotion, and Marketing Communications, 7e (Clow)

Chapter 6 Advertising Design

1) 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.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 6-1

2) An outline of the key ideas in an advertisement is the:

A) message theme.

B) message strategy.

C) cognitive message.

D) generic message.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

3) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

4) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

5) Which message strategy is linked with reasoning and thinking processes?

A) Cognitive

B) Conative

C) Affective

D) Resonance

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-1

6) 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

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

7) The ________ cognitive message strategy is a direct promotion of a brand without any claim

of superiority.

A) generic

B) hyperbole

C) preemptive

D) brand

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

8) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

9) 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

Question Tag: Definition (Concept)

Objective: 6-1

10) 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

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 6-1

11) 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.

Question Tag: Critical Thinking

Objective: 6-1

12) 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

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 6-1

13) 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

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

14) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

15) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

16) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

17) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

18) “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

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 6-1

19) 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.

Question Tag: Critical Thinking

AACSB Category: Application of knowledge

Objective: 6-1

20) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

21) 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.

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 6-1

22) 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.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-1

23) 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

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

24) 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

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 6-1

25) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

26) The ________ message strategy is most closely linked to emotions.

A) cognitive

B) affective

C) hyperbole

D) conative

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

27) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

28) Using music to build emotions surrounding a product is tied to which type of message

strategy?

A) Cognitive

B) Affective

C) Brand

D) Conative

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 6-1

29) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

30) 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

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

31) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

32) 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

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 6-1

33) The ________ message strategy attempts to elicit powerful emotions that eventually lead to

higher product recall.

A) generic

B) cognitive

C) emotional

D) preemptive

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

34) 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

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-1

35) Which message strategy is designed to trigger impulse buys?

A) Unique selling proposition

B) Resonance

C) Affective

D) Conative

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

36) 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

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 6-1