Question 1

The largest number of complaints that the FTC hears about potentially misleading advertisements are ads using the hyperbole message strategy approach.

Accepted Answer

There is no data indicating that the largest number of complaints the FTC receives are about ads using the hyperbole message strategy approach.

Question 2

A comparison ad means a product is directly or indirectly compared to the good or service sold by the competition.

Accepted Answer

A comparison ad does involve a direct or indirect comparison to the product or service offered by the competition.

Question 3

"We make the best tacos in town," is an example of a hyperbole form of cognitive message strategy.

Accepted Answer

Hyperbole is a form of exaggeration used in advertising to grab attention and create a memorable impression. The statement "We make the best tacos in town" is an example of hyperbole because it is an exaggerated claim that cannot be objectively measured or proven.

Question 4

Affective message strategies are designed to invoke feelings and emotions and match them to a good,service,or company.

Accepted Answer

Affective message strategies are specifically designed to create an emotional response from the audience and connect it to a product or service. These can be achieved through various techniques such as storytelling, music, humor, or fear, among others. The main goal is to create a positive emotional connection that will lead to brand loyalty and eventual sales.

Question 5

Emotional advertising is based on feelings such as trust,reliability,friendship,happiness,and security.

Accepted Answer

Emotional advertising is based on creating an emotional connection with the audience by appealing to their feelings and emotions such as trust, reliability, friendship, happiness, and security. It aims to create a positive association with the brand and influence the audience's buying decisions.

Question 6

According to the concept of spontaneous trait transfer,when someone calls another person dishonest,other people tend to remember the speaker as also being less than honest.

Accepted Answer

The concept of spontaneous trait transfer suggests that people tend to assign traits to others based on the traits they express themselves. So, if someone calls another person dishonest, others may unconsciously associate the speaker with this same trait of dishonesty, even if there is no evidence to support this. Therefore, the statement is true that other people tend to remember the speaker as also being less than honest.

Question 7

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

Accepted Answer

Affective message strategies take three major forms: emotional, hyperbole, and humor.

Question 8

The major advantage of comparison ads is that they often capture the viewer's attention.

Accepted Answer

Comparison ads often use catchy slogans or visuals that draw in the viewer's attention and interest, making them a highly effective advertising technique.

Question 9

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

Accepted Answer

A hyperbole message strategy is a type of message strategy that uses exaggeration to make a point or grab attention, and it is typically associated with affective (emotional) strategies rather than conative (action-oriented) strategies.

Question 10

The negative side of using comparative ads is in the areas of believability and consumer attitudes.

Accepted Answer

Comparative ads may face challenges in terms of believability as consumers may perceive them as biased or exaggerated. Additionally, some consumers may develop negative attitudes towards brands that use comparative ads, viewing them as aggressive or disrespectful towards competitors.

Question 11

Affective message strategies are designed to invoke rational decisions,which lead to comparisons and purchases.

Accepted Answer

Affective message strategies are designed to invoke emotional responses in customers, which may influence their purchasing decisions. These strategies appeal to consumers' feelings, desires, and aspirations, rather than their rational thinking.

Question 12

When Sprint advertising says "our reception is better than Cingular's," it is a form of negative comparison.

Accepted Answer

The answer of When Sprint advertising says "our reception is...

Question 13

In terms of attitude formation,cognitive message strategies are designed to follow the sequence of cognitive → affective → conative.

Accepted Answer

Cognitive message strategies are designed to first provide information and knowledge to individuals (cognitive), then sway their emotions and feelings (affective), and finally encourage them to act on their attitudes (conative).

Question 14

To provide protection from lawsuits,company leaders and advertisers must be sure that any claim made about the competition using a comparative message strategy approach can be clearly substantiated.

Accepted Answer

This statement is true. If a company makes a claim about a competitor using a comparative message strategy approach in their advertising, they need to be able to back it up with clear evidence to avoid facing legal action.

Question 15

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.

Accepted Answer

The answer of In general,comparing a low-market share brand to...

Question 16

If a product's benefits can be presented within an emotional framework,the advertisement is normally more effective,even in business-to-business ads.

Accepted Answer

Emotional connections tend to tap into the deeper needs and desires of consumers, even in B2B situations where logic and rational thinking may hold more weight. Therefore, ads that present benefits within an emotional framework tend to be more effective.

Question 17

Affective message strategies utilize the attitude formation sequence of affective > conative > cognitive.

Accepted Answer

Affective message strategies aim to first evoke an emotional or affective response, followed by a behavioral or conative response, and finally a cognitive or thinking response. This sequence is known as the affective-conative-cognitive sequence.

Question 18

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

Accepted Answer

The answer of Cognitive message strategies are a common approach...

Question 19

Negative comparison ads may transfer negative feelings toward the sponsor's product.

Accepted Answer

Negative comparison ads often highlight the flaws or inferiority of a competitor's product, which can lead to a negative association with the sponsor's product. This can result in the viewer or consumer feeling negatively towards the sponsor's product as well.

Question 20

Resonance advertising attempts to connect a product with a consumer's experiences and is a form of affective message strategy.

Accepted Answer

Resonance advertising seeks to establish an emotional connection between a consumer and a product by tapping into their experiences, values and lifestyles, making it an affective message strategy.

Quiz 7: Advertising Design-Message Strategies and Executional Frameworks