978-0133866339 Chapter 06 Part 6

Unlock access to all the studying documents.

View Full Document

221) Showing someone enjoying an exotic experience–such as a beach in Florida–would be

which type of executional framework?

A) Testimonial

B) Dramatization

C) Slice-of-life

D) Fantasy

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 6-3

222) The fantasy executional framework relies on:

A) raw sex and nudity.

B) comparisons of product features.

C) suggestiveness.

D) cognitive thought processes.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 6-3

223) A dessert that is promoted as being “sinfully delicious” with a person sitting on a sandy

beach is using the ________ execution.

A) resonance

B) slice-of-life

C) fantasy

D) hyperbole

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-3

224) 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

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-3

225) Presenting product facts in a straightforward manner is the ________ executional

framework.

A) testimonial

B) dramatization

C) slice-of-life

D) informative

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-3

226) 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.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-3

227) 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.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-3

228) An executional framework is the manner in which an advertising appeal is presented.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-3

229) Rotoscoping is a new, high-tech form of fantasy execution.

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 6-3

230) Animation has become increasingly popular and is now used in business-to-business ads in

addition to consumer ads.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-3

231) The typical format for a animation ad is encounter, problem, interaction, and then solution.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-3

232) While the slice-of-life execution is ideal for television, it also can be used in print

advertisements.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-3

233) The slice-of-life execution is seldom used for business-to-business advertisements.

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 6-3

234) Testimonial executions have been successful for many years, especially in the business-to-

business and service sectors.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-3

235) One major reason companies choose testimonial executions is that they offer a greater level

of credibility, when the testimonies are made by actual customers.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-3

236) Consumers rely on word-of-mouth communications when choosing services, which makes

the authoritative executional framework work well.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-3

237) A physician, dentist, engineer, or chemist endorsing a particular brand’s advantages would

typically be found in a slice-of-life execution.

Question Tag: Critical Thinking

AACSB Category: Application of knowledge

Objective: 6-3

238) Many authoritative executions include some type of scientific or survey support.

Question Tag: Critical Thinking

AACSB Category: Application of knowledge

Objective: 6-3

239) The authoritative execution assumes consumers and business decision-makers rely on

affective processes when making purchase decisions.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-3

240) The authoritative execution works especially well in specialty magazines and trade journals.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-3

241) Demonstration ads are well suited to print ads because the actual product features can be

clearly shown.

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 6-3

242) Perfumes and colognes often rely on a demonstration form of executional framework,

because they are easy to show in a positive light.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-3

243) The most common themes for fantasy executions are sex, love, and romance.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-3

244) An informative execution typically presents information to the audience in a straightforward

manner.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-3

245) Informative executions work best for low-involvement products.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 6-3

246) Name the executional frameworks advertisers can utilize.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-3

247) Name the ways to present claims in authoritative executions.

Question Tag: Definition (Concept)

AACSB Category: Analytical thinking

Objective: 6-3

248) A celebrity endorser is used in advertisements because his or her stamp of approval offers

all of the following advantages except:

A) enhances the product’s brand equity.

B) enhances consumers’ emotional bonds with the product.

C) aids in the establishment of a “personality” for a brand.

D) improves recall of brand benefits.

Question Tag: Definition (Concept)

Objective: 6-4

249) Of the following types of celebrity endorsements, the one that would have the greatest level

of credibility would be:

A) a celebrity endorsing a brand in a television show.

B) a 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.

Question Tag: Critical Thinking

Objective: 6-4

250) 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

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 6-4

251) Dr. Locke has been paid to appear in an advertisement to endorse a new brand of anti-

inflammatory cream for muscle aches. For this type of ad, Dr. Locke is which type of endorser?

A) Celebrity

B) CEO

C) Expert

D) Typical person

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 6-4

252) 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

A(n) ________ endorser.

A) celebrity

B) CEO

C) expert

D) typical person

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 6-4

253) Which type of spokesperson is most likely to have all the source characteristics?

A) A celebrity

B) A typical person

C) An expert

D) A CEO

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-4

254) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 6-4