978-0133866339 Chapter 06 Part 2

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37) Which message strategy is used to support promotions, such as coupons, premiums, and

sweepstakes?

A) Cognitive

B) Emotional

C) Affective

D) Conative

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

38) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

39) 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

Question Tag: Critical Thinking

AACSB Category: Application of knowledge

Objective: 6-1

40) 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

Question Tag: Critical Thinking

AACSB Category: Application of knowledge

Objective: 6-1

41) 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

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

42) 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

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-1

43) 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.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-1

44) 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.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-1

45) In a recent Adweek Media and Harris Interactive survey, the majority of consumers, 55

percent, said advertisements were somewhat or very interesting.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

46) The mcgarrybowen advertising agency bases its work on storytelling, along with marketing

research.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

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

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

48) The three categories of message strategies coincide with the three components of attitudes.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

49) The three categories of message strategies are cognitive strategies, affective strategies, and

brand strategies.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

50) A conative message strategy is a presentation of rational arguments or pieces of information

about a good or service.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

51) When using a conative message strategy, the primary message is about a product’s attributes

or benefits.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

52) Cognitive message strategies include generic messages, preemptive messages, hyperbole

messages, resonance messages, and conative messages.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

53) If an advertisement highlights the benefits of a local bank using a rationale argument, then it

is using a cognitive message strategy.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-1

54) A generic message is a direct promotion of a good or service without any claim of

superiority.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

55) The preemptive message strategy works best for a firm that is clearly the brand leader and is

the dominant company in the industry.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-1

56) The “Soup is Good Food” tagline used by Campbell’s Soup is an example of hyperbole in

advertising.

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 6-1

57) Generic message strategies are not used in business-to-business advertisements, because few

firms dominate an industry.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-1

58) Generic message strategies can be used to create brand awareness.

Question Tag: Application

Objective: 6-1

59) A hyperbole message strategy involves an explicit, testable claim of uniqueness or

superiority.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

60) A unique selling proposition does not require support or substantiation although the claims

made could be tested or substantiated in some manner.

Question Tag: Critical Thinking

AACSB Category: Analytical thinking

Objective: 6-1

61) A hyperbole form of cognitive message strategy is a claim that can be tested based on some

attribute or benefit.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

62) “We make the best tacos in town,” is an example of a hyperbole form of cognitive message

strategy.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-1

63) A hyperbole message strategy is a conative form of message strategy.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

64) 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.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-1

65) The major advantage of comparison ads is that they are effective in capturing the viewer’s

attention.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

66) Comparative ads tend to be more believable and have a greater positive impact on consumer

attitudes than other cognitive message strategies.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 6-1

67) Negative comparison ads may transfer negative feelings toward the sponsor’s product.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-1

68) When Sprint advertising says “our reception is better than Verizon’s,” it is a form of negative

comparison.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-1

69) In terms of attitude formation, cognitive message strategies are designed to follow the

sequence of cognitive → affective → conative.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

70) The largest number of complaints that the FTC hears about potentially misleading

advertisements are ads using the hyperbole message strategy approach.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

71) 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.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-1

72) Cognitive message strategies are designed to invoke feelings and emotions and match them

to a good, service, or company.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

73) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

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

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

75) Resonance advertising attempts to connect a product with a consumer’s past experiences and

is a form of affective message strategy.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

76) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

77) If a product’s benefits can be presented within an emotional framework, the advertisement is

normally more effective, even in business-to-business advertisements.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-1

78) Cognitive message strategies are a common approach to developing a strong brand name.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

79) Affective message strategies utilize the attitude formation sequence of affective → conative

→ cognitive.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

80) For some products, affective ads are an effective approach because there are no real tangible

differences among brands.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-1

81) Impulse buys are primarily linked to cognitive message strategies.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

82) Conative message strategies utilize the attitude formation sequence of conative → cognitive

→ affective.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

83) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

84) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

85) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

86) Name the five major forms of cognitive strategies.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

87) What are the advantages and disadvantages of comparative ads?

Question Tag: Synthesis

AACSB Category: Reflective thinking

Objective: 6-1

88) What are the two types of affective message strategies? Define both.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-1

89) All of the following are types of appeals that can be used in designing ads except:

A) economic.

B) fear.

C) humor.

D) sex.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-2