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180) Rational appeals are most effective when consumers have low levels of involvement, but
are willing to pay attention to the ad.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 6-2
181) Print media and television offer the best outlets for rational appeals.
Question Tag: Critical Thinking
Objective: 6-2
182) 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.
Question Tag: Critical Thinking
Objective: 6-2
183) Rational appeals are designed to capture a viewer's attention and foster an attachment
between the consumer and the brand.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 6-2
184) Many creatives view emotional advertising as the key to developing brand loyalty.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 6-2
185) Visual are more important than peripheral cues in developing effective emotional appeals.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 6-2
41
186) Emotional appeals are not useful for business-to-business advertisements because they do
not incorporate cognitive elements.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 6-2
187) 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.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 6-2
188) Scarcity appeals are designed to build brand awareness and lead to positive attitudes toward
the brand.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 6-2
189) What are the various types of appeals that can be used in advertising and what is the
primary benefit of each type?
Question Tag: Synthesis
AACSB Category: Reflective thinking
Objective: 6-2
42
190) In the behavioral response model, discuss the concepts of severity, vulnerability and
response efficacy.
Question Tag: Synthesis
AACSB Category: Reflective thinking
Objective: 6-2
191) Describe the sequence that occurs when a humorous ad is successful.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 6-2
192) What approaches to sexuality are used in advertising?
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 6-2
193) What are the major criticisms of sexuality in advertising?
Question Tag: Synthesis
AACSB Category: Reflective thinking
Objective: 6-2
43
194) What roles can music play in advertisements?
Question Tag: Synthesis
AACSB Category: Application of knowledge
Objective: 6-2
195) What is a scarcity ad? How is scarcity created?
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 6-2
196) 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.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 6-3
197) All of the following are types of executional frameworks except:
A) fantasy.
B) informative.
C) animation.
D) hyperbole.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 6-3
44
198) Pillsbury's cartoon character, the dough boy, is an example of which type of executional
framework?
A) Animation
B) Dramatization
C) Testimonial
D) Fantasy
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 6-3
199) 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.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 6-3
200) 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.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 6-3
201) Rotoscoping is used in a(n):
A) animation.
B) dramatization.
C) testimonial.
D) authoritative.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 6-3
45
202) 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.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 6-3
203) The first component of a slice-of-life execution is the:
A) interaction.
B) problem.
C) encounter.
D) solution.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 6-3
204) The component of a slice-of-life execution that follows the encounter is the:
A) interaction.
B) problem.
C) information presentation.
D) solution.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 6-3
205) The last component of a slice-of-life execution is the:
A) interaction.
B) problem.
C) encounter.
D) solution.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 6-3
46
206) 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
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 6-3
207) 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
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 6-3
208) The ________ executional framework features someone expressing a positive experience
with a company or product.
A) slice-of-life
B) dramatization
C) testimonial
D) fantasy
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 6-3
47
209) 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
Question Tag: Critical Thinking
AACSB Category: Application of knowledge
Objective: 6-3
210) The key to a testimonial execution is:
A) likeability.
B) negative likeability.
C) credibility.
D) visual consistency.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 6-3
211) 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.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 6-3
212) 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
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 6-3
48
213) Expert authorities would most likely be used in which type of executional framework?
A) Testimonial
B) Slice-of-life
C) Informative
D) Authoritative
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 6-3
214) Authoritative executions suggest buyers will be influenced by:
A) testimonies from customers.
B) action-inducing offers.
C) rational thought.
D) emotions.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 6-3
215) An endorsement by Consumer Reports would typically be used in the ________ executional
framework.
A) slice-of-life
B) informative
C) authoritative
D) fantasy
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 6-3
216) Authoritative executions are the most widely used in the ________ sector.
A) business-to-business
B) consumer
C) services
D) governmental
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 6-3
49
217) 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
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 6-3
218) The authoritative execution works well in:
A) print ads and on websites.
B) broadcast ads.
C) television.
D) billboards.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 6-3
219) Showing how a product works is found in which type of executional framework?
A) Slice-of-life
B) Testimonial
C) Demonstration
D) Fantasy
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 6-3
220) Showing how Windex makes a dirty window sparkle would be the ________ executional
framework.
A) dramatization
B) testimonial
C) demonstration
D) illustrative
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 6-3
50
