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In: Economics

Question 1 (1 point) Which item is not considered a message strategy? a Cognitive b Affective...

Question 1 (1 point)

Which item is not considered a message strategy?

a	Cognitive
b	Affective
c	Conative
d	Brand

Question 2 (1 point)

The following are types of appeals that can be used in designing ads, except:

a	Fantasy
b	Fear
c	Humor
d	Sex

Question 3 (1 point)

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

a	affective
b	cognitive
c	conative
d	generic

Question 4 (1 point)

A ________ involves analyzing and choosing media for an advertising and marketing campaign.

a	Media strategy
b	Media planners
c	Media buyers
d	Media planning

Question 5 (1 point)

True or False: Only one type of appeal can be featured in an advertisement.

True

False

Question 6 (1 point)

Business-to-business advertising has changed a great deal. It used to be very easy to spot the difference between consumer and business-to-business advertising. All of the following are examples of business-to-business expenditures except:

a	Internet
b	Consumer magazines
c	Newspapers
d	All of the above

Question 7 (1 point)

Which of the following items is not an advantage of newspaper advertising?

a	Geographic selection
b	Short life span
c	Strong audience interest
d	Longer copy

Question 8 (1 point)

In terms of a fear approach, one reason teenagers who smoke do not quit is because they are afraid they will lose their friends. The social aspect of their lives is more important than the health aspect. In their minds, losing their friends is which component of the behavioral response model?

a	Intrinsic reward
b	Severity
c	Vulnerability
d	Response cost

Question 9 (1 point)

Which of the following is not identified as a criterion for selecting an ad agency?

a	Agency size
b	Relevant experience
c	Production and media-purchasing capabilities
d	Media selection

Question 10 (1 point)

In an advertisement for Curves for Women, consumers are encouraged to “join now” by offering them the rest of the summer free. This portion of the ad corresponds to which step in the hierarchy of effects model?

a	Awareness
b	Knowledge
c	Conviction
d	The actual purchase

Expert Solution

1. (D) Brand is not considered a message strategy.

2. (A) Fantasy is not used in designing ad. To look ad real, fantasy is not to be used.

3. (A) Affective strategy is used to promote a stronger brand name. Affective strategies are learning strategies concerned with managing emotions, both negative and positive.

4. (A) Media strategy involves analyzing and choosing media for an advertising and marketing. It involves matching a target audience to the media audience for specific programs.

5. (B) False. Many can of appeal can be featured in an advertisement. It can be humour, fear, sexual etc.

6. (D) All are the examples of B to B expenditure.

7. (B) Short life span is not an advantage.Its a disadvantage of newspaper advertising.

8. (D) Response cost is the behavioural response component in losing friends.

9. (D) Media selection is not a criteria in selection of ad agency.

10. (D) The actual purchase. This portion of the ad corresponds to actual purchase step in the hierarchy of effects model.

Rahul Sunny answered 2 years ago

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