Question 1

One reason companies are using more typical person endorsers is the overuse of celebrities in ads.

Accepted Answer

Companies have found that the use of celebrities in ads has become so commonplace that it can be difficult to differentiate their brand from others that use the same celebrities. As a result, companies are turning to more relatable, everyday people to endorse their products and services.

Question 2

Wal-Mart's emphasis on low prices violates the principle of consistent positioning, which stresses quality instead.

Accepted Answer

Consistent positioning means maintaining a clear and consistent message about what a brand stands for. Wal-Mart's emphasis on low prices is a consistent positioning strategy focused on affordability rather than quality.

Question 3

In terms of source characteristics, trustworthiness is the degree of confidence or the level of acceptance consumers place in a spokesperson's message.

Accepted Answer

Trustworthiness is indeed a source characteristic and refers to the level of confidence and acceptance that consumers have in a spokesperson's message.

Question 4

One reason for using typical persons as product endorsers is that they are more likely to possess at least some quantity of all five source characteristics.

Accepted Answer

While typical persons may possess some level of expertise or trustworthiness, they may not necessarily have the charisma, attractiveness, or likeability needed to effectively endorse a product. It is more likely that celebrity endorsers or expert endorsers will possess all five source characteristics.

Question 5

Celebrities normally score well in terms of trustworthiness, believability, persuasiveness, and likeability.

Accepted Answer

This statement is generally true as celebrities often have a strong following and a positive public image, which can enhance their perceived trustworthiness, believability, persuasiveness, and likeability. However, there can be exceptions where certain celebrity actions or statements may undermine their credibility or popularity.

Question 6

Typical person sources tend not to have a high level of credibility.

Accepted Answer

The answer of Typical person sources tend not to have...

Question 7

The potential for negative publicity caused by inappropriate actions of celebrities has led some advertisers to use deceased celebrities.

Accepted Answer

Using deceased celebrities eliminates the risk of negative publicity caused by their actions.

Question 8

Taglines help consumers tie an advertisement into current knowledge structure nodes that already exist in their minds.

Accepted Answer

Taglines are designed to create associations in the consumer's mind between the advertised product or service and something that they already know or feel positive about. By linking the new information to existing knowledge structures, taglines can make a brand more memorable and appealing.

Question 9

Using the creative brief, the creative develops a means-end chain, starting with an attribute of the product that generates a specific customer benefit and eventually produces a desirable end state.

Accepted Answer

This statement accurately explains the process of creating a means-end chain based on the information provided in the creative brief.

Question 10

In terms of source characteristics, expertise can be valuable in persuasive advertisements designed to change the audience's opinions or attitudes.

Accepted Answer

Expertise can increase the credibility and persuasiveness of a message and is therefore valuable in persuasive advertising efforts to change opinions or attitudes of the audience.

Question 11

The principle of campaign duration suggests that all advertisements should be easily recalled by viewers, but without them becoming boring or uninteresting.

Accepted Answer

The principle of campaign duration states that advertisements should be memorable but not tiresome or repetitive. This ensures that viewers remember the product or message being promoted, without becoming bored or disinterested.

Question 12

In terms of advertising campaign duration, a campaign that has utilized a higher frequency usually can be of a shorter duration than a campaign that used a lower frequency.

Accepted Answer

When a campaign utilizes a higher frequency, it means that the target audience is exposed to the advertisement more frequently, which can lead to a quicker impact and therefore a shorter duration of the campaign. On the other hand, a lower frequency may require a longer duration to effectively reach and impact the target audience.

Question 13

Typical person spokespeople do not have the name recognition of celebrities, and as a result, advertisers often use multiple sources within one advertisement to build credibility.

Accepted Answer

This statement is true as advertisers often utilize multiple sources, such as experts or satisfied customers, within an advertisement to increase credibility and influence purchasing behavior.

Question 14

Repeating a tagline is ineffective in advertising because the consumer becomes tired of hearing the phrase.

Accepted Answer

Repeating a tagline can be effective in advertising as it reinforces brand recognition and recall, making it more memorable to consumers.

Question 15

Ads work better if the audience can identify with the spokesperson in the ad. This identification is derived from both the similarity of the spokesperson to the audience as well as the spokesperson's attractiveness.

Accepted Answer

Research has shown that people are more likely to respond positively to ads featuring spokespersons who are similar and attractive to them. This is because they can better identify with the spokesperson and feel a sense of trust and familiarity, which can ultimately lead to higher levels of persuasion and brand loyalty.

Question 16

Paid actors or models used in an advertisement to resemble everyday people would be considered to be celebrity endorsement since they are professional actors or models.

Accepted Answer

Paid actors or models used in an advertisement to resemble everyday people would not be considered as celebrity endorsement since they are not actual celebrities.

Question 17

A spokesperson's credibility is derived from the composite of attractiveness, likeability, trustworthiness, and intelligence.

Accepted Answer

The answer of A spokesperson's credibility is derived from the...

Question 18

In terms of source characteristics, CEOs would appear to be trustworthy, have expertise, and therefore, have a degree of credibility.

Accepted Answer

CEOs are typically considered trustworthy due to their position of authority and expertise in the industry they work in. This gives them a level of credibility and makes them an effective source of information.

Question 19

In terms of source characteristics, attractiveness has two components: physical attractiveness and social attractiveness.

Accepted Answer

The answer of In terms of source characteristics, attractiveness has...

Question 20

Visual consistency is important in creating effective advertisements because buyers, whether consumers or businesses, spend very little time viewing or listening to advertisements.

Accepted Answer

Visual consistency helps create a clear and memorable message for the buyer, which is especially important when they have limited time to engage with the advertisement. Inconsistent visuals can confuse or detract from the message, making the advertisement less effective.

Quiz 7: Advertising Design: Message Strategies and Executional Frameworks