Integrated Marketing Exam 2
A message strategy is the primary tactic or approach used to deliver the message
theme. - Question and answersHow are message strategies used in designing effective
advertisements?
cognitive, affective, and conative groups - Question and answersThe three broad
categories of message strategies are:
cognitive strategies - Question and answersrational arguments or pieces of information
generic messages, preemptive messages, unique selling proposition, hyperbole,
comparative advertising. - Question and answers5 Types of Cognitive Strategies
generic messages - Question and answersdirect promotion of a good or service; no
claims of superiority
preemptive messages - Question and answersclaims of superiority, before the
competition can claim the same thing
unique selling proposition - Question and answersexplicit, supported claim of
uniqueness
hyperbole - Question and answersuntestable claims; puffery
comparative advertising - Question and answersdirect or indirect comparison to
competitors
process of message strategies - Question and answers
affective strategies - Question and answersinvoke feelings and emotions to enhance
likability
resonance advertising, emotional advertising - Question and answerstwo types of
advertising that use affective strategies
resonance advertising - Question and answersconnects with consumer experiences,
comfort marketing
emotional advertising - Question and answersemotions lead to recall and choice,
powerful emotions: trust, happiness, romance, security, passion, glamour, etc.
conative strategies - Question and answerslead directly to some type of consumer
action
, conative strategies - Question and answersencourage customer action, support
promotional efforts, impulse buys
fear, humor, sex, music appeals, rational appeals, emotional appeals, scarcity appeals -
Question and answersWhat are the seven main types of advertising?
creative brief - Question and answersAdvertising appeals should be based on a review
of the __________________, the objective of the advertisement, and the means-end
chain to be conveyed.
fear - Question and answersthis type of advertising involves severity (level of
consequence) and vulnerability (probability of event occurring)
sex - Question and answersthis type of advertising involves sensuality, sexual
suggestiveness, nudity or partial nudity, overt sexuality, decorative models
is the manner in which an ad appeal is presented - Question and answersWhat role
does the executional framework play in advertising design?
animation, slice-of-life, testimonial, authoritative, demonstration, fantasy, informative -
Question and answersWhat are the different types of execution used in advertising?(7)
celebrity, CEO, experts, typical persons - Question and answersWhat are four common
types of spokespersons used in advertising?
unpaid spokespersons for charitable causes, celebrity voice-overs, dead-person
endorsements, social media (where celebrities tweet or send product information) -
Question and answersAdditional celebrity endorsements can include (4):
typical persons in advertising - Question and answerspaid actors or models who portray
or resemble everyday people, actual typical everyday people who are used in
advertising
credibility, likability, attractiveness, similarity, trustworthiness, expertise - Question and
answerswhat are six characteristics to consider when choosing a spokesperson?
credibility - Question and answerssum of all characteristics
attractiveness - Question and answersphysical and personality
similarity - Question and answerscustomer can identify with source
likeability - Question and answerspositive preference
trustworthiness - Question and answersconfidence in the spokespersons messagge
A message strategy is the primary tactic or approach used to deliver the message
theme. - Question and answersHow are message strategies used in designing effective
advertisements?
cognitive, affective, and conative groups - Question and answersThe three broad
categories of message strategies are:
cognitive strategies - Question and answersrational arguments or pieces of information
generic messages, preemptive messages, unique selling proposition, hyperbole,
comparative advertising. - Question and answers5 Types of Cognitive Strategies
generic messages - Question and answersdirect promotion of a good or service; no
claims of superiority
preemptive messages - Question and answersclaims of superiority, before the
competition can claim the same thing
unique selling proposition - Question and answersexplicit, supported claim of
uniqueness
hyperbole - Question and answersuntestable claims; puffery
comparative advertising - Question and answersdirect or indirect comparison to
competitors
process of message strategies - Question and answers
affective strategies - Question and answersinvoke feelings and emotions to enhance
likability
resonance advertising, emotional advertising - Question and answerstwo types of
advertising that use affective strategies
resonance advertising - Question and answersconnects with consumer experiences,
comfort marketing
emotional advertising - Question and answersemotions lead to recall and choice,
powerful emotions: trust, happiness, romance, security, passion, glamour, etc.
conative strategies - Question and answerslead directly to some type of consumer
action
, conative strategies - Question and answersencourage customer action, support
promotional efforts, impulse buys
fear, humor, sex, music appeals, rational appeals, emotional appeals, scarcity appeals -
Question and answersWhat are the seven main types of advertising?
creative brief - Question and answersAdvertising appeals should be based on a review
of the __________________, the objective of the advertisement, and the means-end
chain to be conveyed.
fear - Question and answersthis type of advertising involves severity (level of
consequence) and vulnerability (probability of event occurring)
sex - Question and answersthis type of advertising involves sensuality, sexual
suggestiveness, nudity or partial nudity, overt sexuality, decorative models
is the manner in which an ad appeal is presented - Question and answersWhat role
does the executional framework play in advertising design?
animation, slice-of-life, testimonial, authoritative, demonstration, fantasy, informative -
Question and answersWhat are the different types of execution used in advertising?(7)
celebrity, CEO, experts, typical persons - Question and answersWhat are four common
types of spokespersons used in advertising?
unpaid spokespersons for charitable causes, celebrity voice-overs, dead-person
endorsements, social media (where celebrities tweet or send product information) -
Question and answersAdditional celebrity endorsements can include (4):
typical persons in advertising - Question and answerspaid actors or models who portray
or resemble everyday people, actual typical everyday people who are used in
advertising
credibility, likability, attractiveness, similarity, trustworthiness, expertise - Question and
answerswhat are six characteristics to consider when choosing a spokesperson?
credibility - Question and answerssum of all characteristics
attractiveness - Question and answersphysical and personality
similarity - Question and answerscustomer can identify with source
likeability - Question and answerspositive preference
trustworthiness - Question and answersconfidence in the spokespersons messagge
