Question 1

"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

Accepted Answer

The statement "We are Chicago's friendliest car dealer!" is an example of hyperbole, as it makes an exaggerated claim about being the friendliest without providing evidence or comparison.

Question 2

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

Accepted Answer

The use of a grandmother's testimony about how her granddaughters wear Bijan implies an emotional or affective message strategy, which aims to evoke positive feelings and emotions associated with family and relationships. The emphasis on personal experience and the bonding between generations is an example of a testimonial execution, which is a common technique in affective message strategies. The other options do not fit the context of the advertisement as much as affective message strategy.

Question 3

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

Accepted Answer

Using music to build emotions surrounding a product is a tactic in affective message strategy, which aims to evoke emotions and create a connection with consumers.

Question 4

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

Accepted Answer

Affective strategies are often used to promote a stronger brand name by creating an emotional connection between the brand and the consumer.

Question 5

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

Accepted Answer

The Federal Trade Commission is the governmental organization responsible for regulating advertising practices and investigating claims of false or misleading advertising, including comparative advertising.

Question 6

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

Accepted Answer

Conative message strategies are designed to provoke an immediate response or action, such as impulse buying.

Question 7

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

Accepted Answer

The resonance message strategy is meant to connect a product with a consumer's experiences and build stronger ties with the consumer. This helps to create a deeper emotional connection with the product, making it more likely that the consumer will choose it over other similar products. The other options, including generic, cognitive, and emotional, do not specifically focus on connecting with the consumer's experiences in the same way as the resonance strategy.

Question 8

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

Accepted Answer

When there are no real tangible differences among the various brands, affective message strategy focuses on developing emotional connections with the brand to create positive associations and liking. This approach aims to create positive feelings toward a brand rather than just informing about its features and benefits. This can be achieved through the use of emotional appeals, such as humor, nostalgia, or excitement, that create an emotional bond with the target audience. Therefore, the affective message strategy is the best at developing a liking and positive feelings toward a particular brand when there is no real tangible difference.

Question 9

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

Accepted Answer

A comparative message strategy involves making a direct comparison between the advertiser's product and that of a competitor. To avoid potential lawsuits, it is important to substantiate any claims made in the comparison. This can involve providing evidence or data to back up claims about the product's superiority, rather than relying on exaggeration or hyperbole.

Question 10

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

Accepted Answer

The promotional support conative message strategy is specifically designed to promote and support promotions such as coupons, premiums, and sweepstakes. It encourages customers to take action and make a purchase by offering them added incentives.

Question 11

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

Accepted Answer

Spontaneous trait transference occurs when a negative trait or characteristic is associated with the sponsor brand in the ad, causing consumers to dislike the brand even if the trait does not actually apply to the brand. This can happen if the negative comparison with the competitor brand is too strong or if the ad focuses too much on the competitor's negative traits rather than the sponsor's own positive traits.

Question 12

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

Accepted Answer

The two types of affective message strategies are resonance and emotional. Resonance message strategy involves creating a connection or association between a product or service and a particular emotion or feeling. Emotional message strategy, on the other hand, involves evoking strong emotions in consumers to create a desired response or behavior. Therefore, option B is the correct answer.

Question 13

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

Accepted Answer

The affective message strategy is most linked to emotions as it aims to create a positive or negative feeling towards the product, brand, or message being communicated. It appeals to the audience's emotions rather than logic or reason.

Question 14

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

Accepted Answer

Comparing a low-market share brand to a market leader can be effective because it highlights the strengths of the lesser-known brand against a well-established competitor, potentially increasing its credibility and consumer interest.

Question 15

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

Accepted Answer

The cognitive message strategy sequence starts with the cognitive component (beliefs or knowledge), moves to the affective component (feelings or emotions), and ends with the conative component (behavior or action). This sequence reflects a process where understanding leads to feelings, which then inspire actions.

Question 16

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

Accepted Answer

Showing greasy potato chips versus Pringles is a negative comparison ad as it highlights the flaws in the competitor's product (greasiness) and positions Pringles as the better alternative.

Question 17

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

Accepted Answer

Consumers often perceive comparative ads as less believable, as they may feel that the brand is biased and only highlighting its strengths while downplaying the weaknesses of the competitor.

Question 18

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

Accepted Answer

The emotional message strategy attempts to elicit powerful emotions such as joy, excitement, or even fear that eventually lead to product recall and choice. This strategy tries to create a connection between the consumer and the product by tapping into their emotions.

Question 19

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

Accepted Answer

An affective message strategy is one that invokes emotions or feelings in the consumer and matches them with the good, service or company being advertised. This is in contrast to a rational message strategy, which presents logical arguments or information to the consumer. The goal of an affective message strategy is to create an emotional connection with the consumer, which can lead to increased brand loyalty and purchasing behavior.

Question 20

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

Accepted Answer

The action-inducing message strategy is best linked to impulse buys as it is designed to encourage immediate action from the consumer, such as making a purchase. Impulse buys are often fueled by emotions and a sense of urgency, which this strategy leverages to drive sales.

Quiz 7: Advertising Design: Message Strategies and Executional Frameworks

"We are Chicago's friendliest car dealer!" is an example of which type of cognitive message?

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) :

Using music to build emotions surrounding a product is tied to which type of message strategy?

Which strategy is often used to promote a stronger brand name?

Which organization is most likely to investigate comparative advertising?

Which message strategy is designed to trigger impulse buys?

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?

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?

The cognitive message strategy approach that is most likely to require substantiation of claims to prevent potential lawsuits made would be:

Which conative message strategy is linked to promotions, such as coupons, premiums, and sweepstakes?

A negative comparison ad that causes people to dislike the sponsor brand may be due to:

The two types of affective message strategies are:

Which message strategy is most linked to emotions?

In developing comparative ads, which of the following tends to work the best?

In terms of attitude formation, the sequence being used with a cognitive message strategy is:

Showing greasy potato chips versus Pringles is an example of a:

Consumers often think comparative ads:

Which type of message strategy attempts to elicit powerful emotions that eventually lead to product recall and choice?

An affective message strategy:

Which conative message strategy is linked to impulse buys?