Question 1

A cognitive message strategy is a presentation of rational arguments or pieces of information about a good or service.

Accepted Answer

A cognitive message strategy is a type of advertising that focuses on providing rational arguments or information about a product or service to persuade people to buy it.

Question 2

A unique selling proposition does not require support or substantiation, because it is so similar to hyperbole.

Accepted Answer

A unique selling proposition (USP) is a distinct feature or benefit of a product or service that sets it apart from competitors. However, a USP should always be supported or substantiated in order to be believable and effective in convincing potential customers to choose the product or service over competitors. Hyperbole, on the other hand, is an exaggerated statement or claim that is not meant to be taken literally, and may not be supported or substantiated. Therefore, a USP should not be similar to hyperbole.

Question 3

Generic message strategies are seldom found in the business-to-business advertisements, because few firms dominate an industry.

Accepted Answer

Generic message strategies are not commonly used in business-to-business advertising because there are typically multiple firms competing in an industry, making it difficult for one firm to dominate the market and establish a generic message that resonates with all customers.

Question 4

A cognitive message strategy's main message is about a product's attributes or benefits.

Accepted Answer

A cognitive message strategy focuses on conveying a product's attributes or benefits to appeal to the consumer's rational thinking and decision-making processes.

Question 5

If an advertisement highlights the benefits of a local bank, then it is using a cognitive message strategy.

Accepted Answer

A cognitive message strategy focuses on providing factual information and highlighting the advantages of a product or service, which is exactly what an advertisement highlighting the benefits of a local bank does.

Question 6

A hyperbole form of cognitive message strategy is a claim that can be tested based on some attribute or benefit.

Accepted Answer

A hyperbole is an over-exaggeration or an extreme exaggeration that is not intended to be taken literally. It is not a claim that can be tested based on some attribute or benefit.

Question 7

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 the competition using a comparative message strategy, they must have evidence to support that claim to avoid potential lawsuits for false advertising or misrepresentation.

Question 8

The three categories of message strategies coincide with the three components of attitude.

Accepted Answer

The three categories of message strategies (central route, peripheral route, and heuristic systematic model) are designed to target the cognitive, affective, and behavioral components of attitude, respectively. Therefore, they coincide with the three components of attitude.

Question 9

In terms of the three components of attitude, the Dove "Onslaught" campaign is attempting to reach women, especially mothers, through the affective component of attitude.

Accepted Answer

The Dove "Onslaught" campaign is attempting to evoke an emotional response from women, particularly mothers, through its powerful imagery and message. This falls under the affective component of attitude, which is related to feelings and emotions.

Question 10

The "Soup is Good Food" tag line used by Campbell's Soup is an example of hyperbole in advertising.

Accepted Answer

The answer of The "Soup is Good Food" tag line...

Question 11

The preemptive message strategy works best for a firm that is clearly the brand leader and is the dominant company in the industry.

Accepted Answer

The preemptive message strategy is often used by companies to establish a strong position for their product or brand before competitors do, which is more characteristic of firms seeking to gain a foothold or challenge the dominance of existing leaders, rather than those already in a clear leading position.

Question 12

Cognitive message strategies include generic messages, preemptive messages, hyperbole messages, resonance messages, and action-inducing messages.

Accepted Answer

Cognitive message strategies typically include generic, preemptive, unique selling proposition (USP), hyperbole, and comparative messages, but not resonance or action-inducing messages, which are more affective or conative strategies.

Question 13

Generic message strategies can be used to create brand awareness.

Accepted Answer

Generic message strategies can help to create brand awareness by promoting the brand name and increasing recognition among the target audience.

Question 14

A message strategy is the primary tactic or approach used to deliver a message theme.

Accepted Answer

A message strategy is defined as the plan of action for developing and delivering a message theme. It outlines the key messages, target audience, communication channels, and tactics that will be used to effectively convey the message. Therefore, the statement is true that a message strategy is the primary tactic or approach used to deliver a message theme.

Question 15

A generic message is a direct promotion of a good or service without any claim of superiority.

Accepted Answer

A generic message simply promotes a product or service without making any claims of superiority over competitors.

Question 16

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

Accepted Answer

Hyperbole is an exaggeration or overstatement used to create a strong impression or emphasize a point. "We make the best tacos in town" is an example of hyperbole as it is an exaggerated claim that is not necessarily true, but is used to grab attention and create a strong impression.

Question 17

The three categories of message strategies are cognitive strategies, affective strategies, and brand strategies.

Accepted Answer

The three categories of message strategies are cognitive strategies, affective strategies, and conative strategies. Cognitive strategies are designed to influence the knowledge or beliefs of consumers, affective strategies aim to influence feelings or emotions, and conative strategies are designed to lead directly to some type of consumer response or action. Brand strategies are not categorized as a separate message strategy in this context.

Question 18

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 19

Marketing designed to encourage someone young to look older than their chronological age is age-compression marketing.

Accepted Answer

Age-compression marketing refers to marketing strategies that encourage young people to look and act older than they actually are, often by promoting products or fashion trends that are associated with a more mature demographic.

Question 20

A unique selling proposition is an explicit, testable claim of uniqueness or superiority.

Accepted Answer

A unique selling proposition (USP) is a distinctive and unambiguous statement that outlines the advantages of a specific product or service over its competitors. USP should be specific, factual, and unique to attract the attention of the target audience, differentiate the brand from its competitors, and encourage them to choose it over any other brand. The effectiveness of a USP can be tested by measuring its impact on sales, market share, or customer loyalty.

Quiz 7: Advertising Design: Message Strategies and Executional Frameworks