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Integrated Advertising, Promotion, and Marketing Communications 8e (Clow/Baack)
Chapter 6 Advertising Design
1) According to a survey by Adweek Media and Harris Interactive, 55 percent of consumers said
ads were:
A) somewhat or very interesting.
B) not interesting.
C) very influential in their purchase decisions.
D) somewhat influential in their purchase decisions.
Answer: A
Difficulty: Difficult
Skill: Definition (Concept)
AACSB: Reflective thinking
LO: 6.1 How are message strategies used in designing effective advertisements?
2) An outline of the key ideas in an advertisement is the:

A) message theme.
B) message strategy.
C) cognitive message.
D) generic message.
Answer: A
Difficulty: Moderate
AACSB: Application of knowledge
3) The primary tactic or approach used to deliver a message theme is a:

A) message identification.
B) message strategy.
C) cognitive message.
D) generic message.
Answer: B
1
Copyright © 2018 Pearson Education, Inc.
4) A cognitive message strategy:
A) invokes feelings or emotions and matches these with the goods, service, or company being
advertised.
B) is the presentation of rational arguments or pieces of information to consumers.
C) is designed to lead more directly to some type of consumer behavior.
D) is the manner in which an ad appeal is presented.
Answer: B
5) Which message strategy is linked with reasoning and thinking processes?

A) Cognitive
B) Conative
C) Affective
D) Resonance
Answer: A
Skill: Critical Thinking
6) Which message strategy has the goal of creating an impact on a person's beliefs or knowledge
structure?
A) Affective
B) Conative
C) Cognitive
D) Resonance
Answer: C
7) Which type of cognitive message strategy is a direct promotion of a brand without any claim
of superiority?
A) Generic
B) Hyperbole
C) Preemptive
D) Brand
Answer: A
2
8) The generic cognitive message strategy is a(n):
A) claim of superiority based on a product's specific attribute or benefit, which cannot be made
by a competitor.
B) direct promotion of product attributes or benefits without any claim of superiority.
C) explicit, testable claim of uniqueness or superiority that can be supported or substantiated in
some manner.
D) untestable claim based upon some attribute or benefit.
Answer: B
9) Which type of cognitive message strategy works best for a firm that is clearly the brand leader
and the dominant company in the industry?
A) Generic
B) Preemptive
C) Unique selling proposition
D) Hyperbole
Answer: A
10) Nintendo holds 47 percent of the market share in the handheld game market. An
advertisement for Nintendo using a cognitive message strategy would probably use which
approach?
A) Comparative
B) Generic
C) Preemptive
D) Unique selling proposition
Answer: B
Skill: Application
3
11) The goal of a generic message strategy is to:
A) increase brand loyalty.
B) persuade viewers of the brand's superiority.
C) make the brand synonymous with the product category.
D) preempt the competition from using a particular claim or benefit.
Answer: C
12) When Crest is featured as a "cavity fighter" in its advertising, competitors are not likely to
make the same claim. This is an example of which type of cognitive message strategy?
A) Generic
B) Preemptive
C) Hyperbole
D) Comparative
Answer: B
Skill: Application
13) Which message strategy is a claim of superiority based on a product's specific attribute or
benefit that cannot then be used by a competitor?
A) Generic
B) Preemptive
C) Unique selling proposition
D) Hyperbole
Answer: B
14) The preemptive cognitive message strategy is a(n):

by a competitor.
some manner.
Answer: A
4
15) A unique selling proposition cognitive message strategy is a(n):
by a competitor.
some manner.
Answer: C
16) A unique selling proposition strategy differs from a preemptive or generic approach in that
the unique selling proposition is:
A) preemptive.
B) testable.
C) emotional.
D) comparative.
Answer: B
17) A hyperbole cognitive message strategy is a(n):

by a competitor.
some manner.
Answer: D
5
18) "We are Chicago's friendliest car dealer!" is an example of which type of cognitive message?
A) Preemptive
B) Unique selling proposition
C) Hyperbole
D) Comparative
Answer: C
Skill: Application
19) The cognitive message strategy approach that is most likely to require substantiation of
claims to prevent potential lawsuits made would be:
A) hyperbole.
B) preemptive.
C) unique selling proposition.
D) comparative.
Answer: D
20) Consumers often think comparative ads:

A) are less believable.
B) are more believable.
C) contain accurate information.
D) develop more favorable attitudes toward the brand.
Answer: A
21) Showing greasy potato chips versus Pringles is an example of a:

A) preemptive claim of superiority.
B) generic demonstration of product quality.
C) negative comparison ad.
D) positive comparison ad.
Answer: C
Skill: Application
6
22) A negative comparison ad that causes people to dislike the sponsor brand may be due to:
A) the preemptive claim of superiority.
B) a generic demonstration of product quality.
C) spontaneous trait transference.
D) internal cognitive consistency.
Answer: C
23) Which of the following tends to work the best when developing comparative ads?
A) Comparing a low-market share brand to another low-market share brand
B) Comparing a low-market share brand to a market leader
C) Comparing a market leader to a low-market share brand
D) Comparing a market leader to another market leader
Answer: B
24) Which organization is most likely to investigate comparative advertising complaints?

A) Federal Trade Commission
B) World Trade Organization
C) Congress
D) U.S. Postal Service
Answer: A
25) In terms of attitude formation, the sequence being used with a cognitive message strategy is:
A) affective → conative → cognitive.
B) conative → cognitive → affective.
C) cognitive → conative → affective.
D) cognitive → affective → conative.
Answer: D
7
26) Which message strategy is most closely linked to emotions?
A) Cognitive
B) Affective
C) Hyperbole
D) Conative
Answer: B
Difficulty: Easy
27) An affective message strategy:

A) invokes feelings or emotions and matches these with the good, service, or company being
advertised.
B) is the presentation of rational arguments or pieces of information to consumers.
C) is designed to lead more directly to some type of consumer behavior.
D) is the manner in which an ad appeal is presented.
Answer: A
Difficulty: Easy
28) Using music to build emotions surrounding a product is tied to which type of message
strategy?
A) Cognitive
B) Affective
C) Brand
D) Conative
Answer: B
Skill: Application
29) The two types of affective message strategies are:

A) emotional and hyperbole.
B) resonance and emotional.
C) preemptive and unique selling proposition.
D) affective and conative.
Answer: B
Difficulty: Easy
8
30) An affective message strategy that connects a product with a consumer's experiences to build
stronger ties with the consumer is which form of message strategy?
A) Generic
B) Cognitive
C) Resonance
D) Emotional
Answer: C
31) A new form of resonance advertising that reassures consumers looking for value that branded
products have stood the test of time is:
A) comfort marketing.
B) highlight marketing.
C) buzz marketing.
D) stealth marketing.
Answer: A
32) For products with no real tangible differences among the various brands, which message
strategy is best at developing positive feelings toward a particular brand?
A) Affective
B) Cognitive
C) Conative
D) Generic
Answer: A
33) Which message strategy attempts to elicit powerful emotions that eventually lead to higher
product recall?
A) Generic
B) Cognitive
C) Emotional
D) Preemptive
Answer: C
9
34) A print advertisement for Bijan uses the picture of a grandmother with a testimony about the
perfume and how her granddaughters now wear Bijan. The advertisement presents a testimonial
execution with which type of message strategy?
A) Cognitive
B) Affective
C) Conative
D) Brand
Answer: B
35) Which message strategy is designed to trigger impulse buys?

A) Unique selling proposition
B) Resonance
C) Affective
D) Conative
Answer: D
36) An advertisement by Philadelphia Cream Cheese encourages individuals to visit the brand's
website and download free recipes. The ad uses which type of message strategy?
A) Unique selling proposition
B) Affective
C) Conative
D) Cognitive
Answer: C
Skill: Application
10
37) Which message strategy is used to support promotions, such as coupons, premiums, and
sweepstakes?
A) Cognitive
B) Emotional
C) Affective
D) Conative
Answer: D
38) Conative message strategies utilize an attitude formation sequence of:

A) affective → conative → cognitive.
B) conative → cognitive → affective.
C) cognitive → conative → affective.
D) affective → cognitive → conative.
Answer: B
39) In the hierarchy of effects model, cognitive message strategies would be most closely tied to
which stage(s)?
A) Awareness and knowledge
B) Liking, preference, and conviction
C) Actual purchase
D) Knowledge and preference
Answer: A
40) In the hierarchy of effects model, affective message strategies would be most closely tied to
which stage(s)?
A) Awareness and knowledge
B) Liking, preference, and conviction
C) Actual purchase
D) Awareness and liking
Answer: B
11
41) In the hierarchy of effects model, conative message strategies would be most closely tied to
the:
A) Awareness.
B) Liking, preference, and conviction.
C) The purchase or consumer response.
D) Knowledge.
Answer: C
42) When using the hierarchy of effects model to develop liking for a product or brand, the best
creative message strategy to use would be:
A) affective.
B) cognitive.
C) conative.
D) corporate.
Answer: A
43) When using the hierarchy of effects model to develop conviction for a particular product or
brand, the best creative message strategy to use would be:
A) affective.
B) cognitive.
C) conative.
D) corporate.
Answer: A
44) When using the hierarchy of effects model to develop knowledge for a product or brand,
which would be the best message strategy?
A) Affective
B) Cognitive
C) Conative
D) Corporate
Answer: B
12
45) The advertising appeal is the primary tactic or approach used to deliver a message theme.
Answer: FALSE
46) The three categories of message strategies coincide with the three components of attitudes.
Answer: TRUE
47) The three categories of message strategies are cognitive strategies, affective strategies, and
brand strategies.
Answer: FALSE
48) In a recent Adweek Media and Harris Interactive survey, the majority of consumers, 55
percent, said advertisements were somewhat or very interesting.
Answer: TRUE
49) A conative message strategy is a presentation of rational arguments or pieces of information

about a good or service.
Answer: FALSE
Difficulty: Easy
50) The mcgarrybowen advertising agency bases its work on storytelling, along with marketing
research.
Answer: TRUE
Difficulty: Easy
13
51) When using a conative message strategy, the primary message is about a product's attributes
or benefits.
Answer: FALSE
52) If an advertisement highlights the benefits of a local bank using a rationale argument, then it
is using a cognitive message strategy.
Answer: TRUE
53) A generic message is a direct promotion of a good or service without any claim of
superiority.
Answer: TRUE
54) The preemptive message strategy works best for a firm that is clearly the brand leader and is
the dominant company in the industry.
Answer: FALSE
55) Generic message strategies are not used in business-to-business advertisements, because few
firms dominate an industry.
Answer: FALSE
56) Generic message strategies can be used to create brand awareness.

Answer: TRUE
Skill: Application
14
57) Cognitive message strategies include generic messages, preemptive messages, hyperbole
messages, resonance messages, and conative messages.
Answer: FALSE
58) A hyperbole message strategy involves an explicit, testable claim of uniqueness or

superiority.
Answer: FALSE
Difficulty: Easy
59) A unique selling proposition does not require support or substantiation although the claims
made could be tested or substantiated in some manner.
Answer: TRUE
AACSB: Analytical thinking
60) A hyperbole form of cognitive message strategy is a claim that can be tested based on some
attribute or benefit.
Answer: FALSE
Difficulty: Easy
61) "We make the best tacos in town," is an example of a hyperbole form of cognitive message
strategy.
Answer: TRUE
62) The "Soup is Good Food" tagline used by Campbell's Soup is an example of hyperbole in
advertising.
Answer: FALSE
Skill: Application
15
63) A hyperbole message strategy is a conative form of message strategy.
Answer: FALSE
64) To provide protection from lawsuits, company leaders and advertisers must be sure that any
claim made about the competition using a unique selling proposition message strategy approach
can be clearly substantiated.
Answer: FALSE
65) The major advantage of comparison ads is that they are effective in capturing the viewer's
attention.
Answer: TRUE
66) Comparative ads tend to be more believable and have a greater positive impact on consumer
attitudes than other cognitive message strategies.
Answer: FALSE
67) Negative comparison ads may transfer negative feelings toward the sponsor's product.
Answer: TRUE
68) In terms of attitude formation, cognitive message strategies are designed to follow the
sequence of cognitive → affective → conative.
Answer: TRUE
16
69) The largest number of complaints that the FTC hears about potentially misleading
advertisements are ads using the hyperbole message strategy approach.
Answer: FALSE
70) 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.
Answer: FALSE
71) Cognitive message strategies are designed to invoke feelings and emotions and match them
to a good, service, or company.
Answer: FALSE
Difficulty: Easy
72) The concept of spontaneous trait transference suggests that when someone calls another
person dishonest, other people tend to remember the speaker as also being less than honest.
Answer: TRUE
73) Affective message strategies take two major forms: emotional and hyperbole.
Answer: FALSE
17
74) Resonance advertising attempts to connect a product with a consumer's past experiences and
is a form of affective message strategy.
Answer: TRUE
75) When Sprint advertising says "our reception is better than Verizon's," it is a form of negative
comparison.
Answer: FALSE
76) Comfort marketing is a form of cognitive message strategy that attempts to assure consumers
that a branded product is a good value because it has stood the test of time.
Answer: TRUE
77) If a product's benefits can be presented within an emotional framework, the advertisement is
normally more effective, even in business-to-business advertisements.
Answer: TRUE
78) Affective message strategies utilize the attitude formation sequence of affective → conative
→ cognitive.
Answer: TRUE
79) For some products, affective ads are an effective approach because there are no real tangible
differences among brands.
Answer: TRUE
18
80) Impulse buys are primarily linked to cognitive message strategies.
Answer: FALSE
81) In terms of the relationship between message strategies and the hierarchy of effects model,
affective message strategies are best suited to develop awareness and knowledge about a
particular product or brand.
Answer: FALSE
affective message strategies are best suited to develop awareness, liking, and preference for a
Answer: FALSE
conative message strategies are best suited to develop conviction and the actual purchase of a
Answer: FALSE
84) Cognitive message strategies are a common approach to developing a strong brand name.
Answer: FALSE
19
85) Conative message strategies utilize the attitude formation sequence of conative → cognitive
→ affective.
Answer: TRUE
86) Name the five major forms of cognitive strategies.

Answer:
1. Generic
2. Preemptive
3. Unique selling proposition
4. Hyperbole
5. Comparative
Difficulty: Easy
87) What are the advantages and disadvantages of comparative ads?

Answer: The advantages are they capture attention and are remembered. The disadvantages are
they are less believable and can foster negative attitudes.
Skill: Synthesis
88) What are the two types of affective message strategies? Define both.
Answer:
1. Resonance advertising connects the product with the consumer's experiences in order to
build bonds.
2. Emotional advertising ties emotions to product recall and choice.
20
89) Each of the following is a type of appeal that could be used in designing ads except:
A) economic.
B) fear.
C) humor.
D) sex.
Answer: A
Difficulty: Easy
LO: 6.2 What are the seven main types of advertising appeals?
90) Each of the following is a type of appeal that can be used in designing ads except:
A) music.
B) cognitive.
C) rationality.
D) emotion.
Answer: B
Difficulty: Easy
91) Although almost any type of appeal can be used to create an advertisement, it is the key
responsibility of the marketer to make sure, to whatever degree possible, that the appeal is the
right choice for the:
A) advertising agency and creative that will be working on the ad.
B) product, media planner, and media buyer.
C) brand and the target market.
D) account executive and creative.
Answer: C
92) In a fear appeal, showing the potential for a devastating injury when seat belts are not used is
an example of:
A) cognition.
B) severity.
C) vulnerability.
D) self-efficacy.
Answer: B
Skill: Application
21
93) 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 their health. Losing friends is
which component of the behavioral response model and fear appeal?
A) Intrinsic reward
B) Severity
C) Vulnerability
D) Response cost
Answer: D
94) Most advertisers believe which level of fear is most likely to succeed in an advertisement?
A) Low, non-threatening
B) Moderate
C) High
D) Severe
Answer: B
Difficulty: Easy
95) Humor overcomes clutter by:

A) making the person laugh.
B) frequently repeating the company's name.
C) capturing attention.
D) making other products less memorable.
Answer: C
96) Humor causes consumers to watch, laugh, and, most importantly:

A) make a purchase.
B) tell their friends.
C) remember.
D) tune out other messages.
Answer: C
Difficulty: Easy
22
97) The appeal that has proven to be one of the most effective at cutting through clutter is:
A) humor.
B) music.
C) sex.
D) fear.
Answer: A
98) The appeal that often wins awards and tends to be favored among consumers is:
A) fear.
B) humor.
C) sex.
D) emotions.
Answer: B
99) The goal of a humorous ad is to have consumers:

A) pause, remember, and act.
B) watch, laugh, and remember.
C) concentrate on the funny part.
D) ignore the musical element.
Answer: B
Difficulty: Easy
100) To be successful, the funniness in a humor appeal should be:

A) directed at the target audience of the ad.
B) of a low level since humor that is too heavy tends to interfere with message recall.
C) directed to the audience's value system.
D) connected directly to the product's benefits.
Answer: D
23
101) Many advertisers are shifting to which form of sex appeal?
A) Subliminal advertising techniques
B) Nudity and partial nudity
C) Subtle sexual cues, suggestions, and innuendos
D) Overt sexual themes
Answer: C
102) Attempting to place a sexual cue in an ad to affect a viewer's subconscious mind is:
A) seductive advertising.
B) subliminal advertising.
C) partial instead of full nudity.
D) sexual suggestiveness.
Answer: B
Difficulty: Easy
103) Subliminal sexual messages are:

A) almost always ignored by viewers.
B) highly effective with teenage viewers.
C) increasingly used instead of humor.
D) used to advertise children's products.
Answer: A
Difficulty: Easy
104) Using sensuality as a type of sex appeal in advertising:

A) requires both visual and verbal cues.
B) requires viewer imagination.
C) is based on subliminal cues.
D) works only with female viewers since they are more romantic than men.
Answer: B
24
105) An advertisement that hints that sex is about to take place is using which approach?
A) Sensuality
B) Subliminal
C) Sexual suggestiveness
D) Nudity or partial nudity
Answer: C
106) Television and print advertisements by Victoria's Secret models wearing only underwear
use which type of sexual appeal?
A) Subliminal technique
B) Nudity or partial nudity
C) Overt sexuality
D) Sexual suggestiveness
Answer: B
Difficulty: Easy
Skill: Application
107) Placing a female wearing a bikini in an advertisement for power tools targeted to men is an
example of:
A) a subliminal sexual cue.
B) a decorative model.
C) overt sexuality.
D) sexual suggestiveness.
Answer: B
Difficulty: Easy
108) Decorative models are people who:

A) are key product spokespersons.
B) are nude models in television ads.
C) adorn a product as a sexual stimulus.
D) design attractive products.
Answer: C
Difficulty: Easy
25
109) A nude male on a calendar for household furniture is a(n):
A) source or spokesperson.
B) decorative model.
C) example of subliminal advertising.
D) example of overt sexuality.
Answer: B
Skill: Application
110) Each of the following statements about the use of decorative models is true except:
A) the presence of a decorative model improves ad recognition, but not brand recognition.
B) attractive models produce higher levels of attention than do less attractive models.
C) the presence of an attractive model produces higher purchase intentions for any type of
product.
D) the presence of a decorative model influences the affective component of attitude.
Answer: C
111) Research indicates that humor will:

A) capture a person's attention, but adversely affects recall of the product's benefits.
B) capture a person's attention, but interferes with brand recall.
C) cut through clutter if the humor is tied closely to the product's attributes.
D) elevate a person's mood, which will then be transferred to the product being advertised.
Answer: D
112) Ads that were rated as highly controversial in terms of sexual content by both males and
females:
A) were also rated as most interesting.
B) had the lowest level of brand recall.
C) were the best at relaying product information.
D) produced the best results.
Answer: A
26
113) The cognitive impression made on viewers of a sexually-oriented ad depends on:
A) the level of nudity in the ad.
B) the level of sensuality in the ad.
C) the type of product being advertised.
D) whether the viewer feels the advertisement is pleasant or offensive.
Answer: D
114) When determining the level of sex appeal to use in an advertisement, it is important to
consider:
A) the amount of sexually-oriented advertising that is being used by competitors.
B) how decorative models are being used.
C) society's view and level of acceptance at the time the ad is to run.
D) the target audiences' view of sexuality.
Answer: C
115) Music can be intrusive, which means it will:

A) capture the attention of someone who previously was not listening or watching a program.
B) be the most important aspect of an advertisement.
C) be effective if the listener recognizes the tune.
D) lead to a greater level of brand recall and create positive emotions in listeners.
Answer: A
116) Music is effective at gaining a viewer's attention:

A) but often interferes with the person's ability to retain the information in the ad.
B) but interferes with brand and product recall.
C) and increases the retention of information in the ad.
D) and increasing the viewer's propensity to action.
Answer: C
27
117) Using a popular song in an advertisement:
A) does not have as much of an effect as writing a new tune.
B) transfers the emotional affinity for the song to the product.
C) creates brand parity.
D) interferes with brand recall ability.
Answer: B
Difficulty: Easy
118) Using songs from popular musicians is:

A) popular because musicians seek greater exposure of their songs.
B) popular because the affinity for the song often transfers to the product.
C) not popular because the songs typically overwhelm the message.
D) not popular because people remember the musician and the song, not the message.
Answer: B
119) Some musicians now see writing and singing songs for advertisements as a way to get their
songs heard and eventually played by people, apart from the ad. The advantages of this method
of writing songs for ads include all of the following except:
A) it is easier to develop brand awareness, brand equity, and brand loyalty.
B) marketers see an opportunity to tie a new, emerging song to a product.
C) many consumers are interested in finding out who performs the music in various ads.
D) the internet provides an opportunity to post the song for people to enjoy.
Answer: A
120) Which type of appeal closely follows the steps in the hierarchy of effects model?
A) Sexual
B) Emotional
C) Rational
D) Scarcity
Answer: C
Difficulty: Easy
28
121) Rational appeals:
A) match the traditional steps of the hierarchy of effects model.
B) often include some other type of appeal to gain attention.
C) are focused on brand image rather than product benefits.
D) are used more in consumer advertising than in business-to-business advertising.
Answer: A
Difficulty: Easy
122) Which are the best outlets for rational appeals?

A) Broadcast media
B) Television and direct mail
C) Print media and the internet
D) Non-traditional media
Answer: C
123) Rational appeals work best when:

A) there is low involvement and the product is simple.
B) there is high involvement, but no emotion.
C) there is high involvement and the viewer is willing to pay attention to the ad.
D) they are related more to the product than the amount of involvement.
Answer: C
124) Byron has an interest in purchasing a motorcycle and is now looking at different models
and gathering information about each one. Which type of appeal would be the most effective in
developing or changing Byron's attitude and in establishing specific brand beliefs?
A) Sex
B) Emotional
C) Humor
D) Rational
Answer: D
29
125) Although sexually-oriented advertisements attract attention, ________ is lower than for ads
using a different type of appeal.
A) the interest level
B) the level of physiological response
C) brand recall
D) the level of sexual arousal
Answer: C
126) Emotional appeals are based on each of the following ideas except:
A) humor and sex appeals are being overused and therefore not as effective as in the past.
B) consumers ignore most advertisements.
C) rational appeals go unnoticed unless the consumer is in the market for the particular product
at the time it is advertised.
D) emotional advertising can capture a person's attention and foster an attachment between the
consumer and the brand.
Answer: A
127) All of the following statements are true about sexually-oriented ads except sexually-
oriented ads:
A) increase the level of brand recall.
B) attract attention.
C) are rated as more interesting.
D) produce higher levels of physiological arousal responses.
Answer: A
128) Emotional appeals are popular because:

A) they are better at getting a viewer's attention than humor or sexuality.
B) rational appeals are often ignored.
C) they emphasize product features.
D) they often contain subliminal messages.
Answer: B
30
129) Most creatives view which advertising appeal as the key to developing brand loyalty?
A) Rational
B) Humorous
C) Emotional
D) Sex-oriented
Answer: C
130) The types of sexually-oriented ads that will produce the highest level of physiological
responses are:
A) nudity and overt sexuality.
B) nudity and sexual suggestiveness.
C) sensuality and sexual suggestiveness.
D) nudity and partial nudity.
Answer: A
131) A description of how a search engine can help the website designer feel good about its
website's ability to handle the e-commerce traffic is an example of an advertisement using which
type of appeal?
A) Rational
B) Emotional
C) Scarcity
D) Fear
Answer: B
132) Emotional appeals:

A) have been used more frequently in business-to-business ads in the past decade.
B) are designed to evoke cognitive responses.
C) primarily describe product attributes.
D) are difficult to create on television.
Answer: A
31
133) Of the following media, the best for using an emotional appeal is:
A) magazines.
B) radio.
C) television.
D) newspapers.
Answer: C
134) Scarcity appeals:

A) only work in children's advertising because adults are aware of the ploy.
B) do not work for children because they cannot process the information.
C) urge consumers to buy a product because of some kind of limitation.
D) urge consumers to save money to buy the product later.
Answer: C
Difficulty: Easy
135) Of the following products, the product that best fits a scarcity appeal would be:
A) televisions.
B) black dress socks.
C) deodorant.
D) a musical compilation CD from various artists.
Answer: D
Skill: Application
136) The primary benefit of using a scarcity appeal is that it:

A) increases brand awareness.
B) encourages consumer action.
C) offers an excellent method of conveying product information.
D) offers an excellent method of gaining attention.
Answer: B
32
137) Business-to-business ads have tended to use rational advertising appeals almost exclusively.
In recent years, there has been a move to use more ________ appeals.
A) sex
B) emotional
C) fear
D) scarcity
Answer: B
138) The particular type of appeal that should be used in an advertisement should be based on a
review of the creative brief, the objective of the advertisement, and the means-end chain to be
conveyed.
Answer: TRUE
139) Using a fear appeal in an advertisement increases both the viewer's interest in the ad and the
persuasiveness of the ad.
Answer: TRUE
140) Fear is an ineffective form of advertising appeal that has been largely abandoned.
Answer: FALSE
Difficulty: Easy
141) In a fear appeal, vulnerability is the degree of potential physical, social, or psychological
harm that can occur.
Answer: FALSE
33
142) In a fear appeal, vulnerability is based on the likelihood or probability that a negative event
will occur.
Answer: TRUE
143) Severity and vulnerability are key elements in rational advertisements.

Answer: FALSE
144) An advertisement designed to convince viewers that if they do not use a particular brand of
deodorant, they will be social outcasts stresses the severity of a negative consequence in a fear
appeal.
Answer: TRUE
145) An advertisement featuring a fear appeal that suggests a person will feel good about losing
weight is an example of highlighting extrinsic rewards.
Answer: FALSE
146) When a viewer of an advertisement believes he or she can take action to prevent negative
consequences by purchasing a product, the individual is exhibiting self-efficacy.
Answer: TRUE
147) Low levels of fear in an ad may not create feelings of severity or vulnerability.
Answer: TRUE
34
148) A fear level that is too high is impossible to create, because viewers have become immune
to fear tactics in advertising.
Answer: FALSE
149) Humor is a rarely-used form of advertising appeal.

Answer: FALSE
Difficulty: Easy
150) Humor has proven to be one of the best appeals for cutting through advertising clutter.
Answer: TRUE
Difficulty: Easy
151) Humor causes consumers to watch, laugh, and, most important, respond with an immediate
purchase.
Answer: FALSE
152) To be successful, humor used in ads should be connected directly to the product's benefits.
Answer: TRUE
153) When humor in an ad is remembered, the product or brand is almost always easily recalled.
Answer: FALSE
35
154) An advantage of using humor in ads is that it easily transfers to other countries and cultures.
Answer: FALSE
155) While some evidence exists that humor may be universal, other research indicates that
particular executions of humor appeals may not be universal and that humor is often based in
one's culture.
Answer: TRUE
156) Although using sex in advertising no longer sells the way it used to and no longer has the
shock value it had in the past, advertising in the United States and other countries contains more
visual sexual themes than ever before.
Answer: TRUE
157) Women tend to respond more favorably to the use of overt sexuality in advertisements than
they do to the use of sensuality.
Answer: FALSE
Difficulty: Easy
158) Truly subliminal sexual messages are highly effective advertising techniques.
Answer: FALSE
Difficulty: Easy
159) Sexually suggestive ads tend to work well with personal products such as perfume or
cologne.
Answer: TRUE
36
160) Ads that use nudity or partial nudity are almost always designed to elicit some type of
sexual response in viewers.
Answer: FALSE
Difficulty: Easy
161) Nudity and partial nudity in advertisements are most effective when the product has some
form of sexual connotation.
Answer: TRUE
Difficulty: Easy
162) A decorative model is a person who adorns a product as a sexual or attractive stimulus, but
has nothing to do with the product.
Answer: TRUE
Difficulty: Easy
163) Using overt sexuality in ads for products that are sexually-oriented is normally accepted,
but it often becomes controversial when used for other types of products.
Answer: TRUE
164) Sex appeals and nudity tend to increase attention to advertisements, but only for males.
Answer: FALSE
Difficulty: Easy
165) Sexually-oriented ads attract attention and brand recall is higher than for ads using some
other type of appeal.
Answer: FALSE
37
166) Controversial sexual ads are interesting to viewers, but sometimes fail to transmit key
information to viewers.
Answer: TRUE
167) Advertisements using overt sexual stimuli or containing nudity produce higher levels of
physiological arousal responses in males, but not for females.
Answer: FALSE
168) The cognitive impressions made on viewers of a sexually-oriented ad depend on whether

viewers feel the advertisement is pleasant or offensive.
Answer: TRUE
169) When determining the level of sex appeal to use in an advertisement, it is important to
consider society's view and level of acceptance at the time the ad is to run.
Answer: TRUE
170) One major criticism of sexually-based advertising is that it perpetuates dissatisfaction with
one's body. This is true for females, not males.
Answer: FALSE
171) While a musical appeal can be effective in gaining a viewer's attention, it often decreases
the retention of information in the ad.
Answer: FALSE
38
172) When featuring music in advertisements, the most common method is to use a song that has
already been written or a jingle that already exists.
Answer: FALSE
173) The primary benefit of using a well-known song in a musical appeal is that consumers have
already developed an affinity for a song, which normally is then transferred to the product or
brand.
Answer: TRUE
174) Brand awareness, brand equity, and brand loyalty are more difficult to develop when
consumers are already familiar with the music used in an advertisement than when a new song,
music, or jingle is written.
Answer: FALSE
175) New, emerging musical artists are now more receptive to the idea of using their songs in
advertisements because they believe that using the songs will capture the kind of attention that
will lead radio disc jockeys to play the song on the air.
Answer: TRUE
176) A rational appeal is closely tied to the stages of visual and verbal imagining, moving
viewers from the cognitive to the conative component of attitude.
Answer: FALSE
39
177) Rational appeals are most effective when consumers have low levels of involvement, but
are willing to pay attention to the ad.
Answer: FALSE
178) Print media and television offer the best outlets for rational appeals.
Answer: FALSE
179) Rational appeals are superior to other appeals in developing and changing attitudes and
establishing brand beliefs when a consumer has a high level of interest in a product or brand.
Answer: TRUE
180) Rational appeals are designed to capture a viewer's attention and foster an attachment
between the consumer and the brand.
Answer: FALSE
181) Many creatives view emotional advertising as the key to developing brand loyalty.
Answer: TRUE
182) Emotional appeals are not useful for business-to-business advertisements because they do
not incorporate cognitive elements.
Answer: FALSE
40
183) The underlying principle for using more emotional appeals in business-to-business
advertising is that emotions can be a part of every type of decision, even in the business-to-
business environment.
Answer: TRUE
184) Scarcity appeals are designed to build brand awareness and lead to positive attitudes toward
the brand.
Answer: FALSE
185) What approaches to sexuality are used in advertising?

Answer: FALSE
186) What are the various types of appeals that can be used in advertising and what is the
primary benefit of each type?
Answer:
∙ Fear – Increases a viewer's interest in an ad as well as recall.
∙ Humor – Excellent at breaking through ad clutter and getting a viewer's attention.
∙ Sex – Good at breaking through clutter and increasing a positive attitude toward the brand
being advertised, if it is appropriate to a sexual approach.
∙ Music – Good at capturing attention and linking the ad to emotional feelings.
∙ Rational – Good for high involvement and complex products.
∙ Emotions – Excellent for developing the affective component of attitude and developing
feelings towards a brand.
∙ Scarcity – Useful for marketing a product that is in limited supply or available for only a
limited amount of time.
Skill: Synthesis
41
187) Discuss the concepts of severity, vulnerability and response efficacy in the behavioral
response model.
Answer: Severity is the level of consequence from an action or event. Vulnerability is the
probability the event will occur. Response efficacy addresses four issues. First, intrinsic and
extrinsic rewards determine the reward obtained from engaging in an action or not doing
something, like smoking. Response costs represent the value or costs of the action or event and is
determined by the level of reward that occurs. Finally, self-efficacy addresses whether the person
believes he/she can do it, and if so, the anticipated reward will follow.
Skill: Synthesis
188) Describe the sequence that occurs when a humorous ad is successful.

Answer:
1. The consumer watches
2. Laughs
3. Most important, remembers
4. The consumer also attaches positive feelings to the product.
Difficulty: Easy
189) What are the major criticisms of sexuality in advertising?

Answer:
∙ They are too overt and offensive.
∙ They overemphasize body image.
∙ They create attention, but do not transmit information.
Skill: Synthesis
190) What roles can music play in advertisements?

Answer:
∙ Incidental background
∙ Primary theme in the ad
∙ Inspire emotion
∙ Create favorable reactions to the ad
Skill: Synthesis
42
191) What is a scarcity ad? How is scarcity created?
Answer: A scarcity ad urges consumers to buy a product because of a limitation. They can be
limited-production runs, time restrictions where products are only offered during one part of the
year, or a result of deprivation, such as in the "Got Milk" campaign.
192) The manner in which an advertising appeal is presented and a message strategy is conveyed
is the:
A) source methodology.
B) rational approach.
C) conative message strategy.
D) executional framework.
Answer: D
Difficulty: Easy
LO: 6.3 What role does the executional framework play in advertising design?
193) Each of the following is a type of executional framework except:

A) fantasy.
B) informative.
C) animation.
D) hyperbole.
Answer: D
194) Pillsbury's cartoon character, the dough boy, is an example of which type of executional
framework?
A) Animation
B) Dramatization
C) Testimonial
D) Fantasy
Answer: A
Skill: Application
43
195) In recent years, the use of animation in advertising has:
A) increased.
B) decreased.
C) stayed the same.
D) increased in the consumer market, but declined in the business-to-business sector.
Answer: A
196) The process of digitally painting or sketching figures into live television sequences is
called:
A) digitalizing.
B) rotoscoping.
C) clay animation.
D) a fantasy execution.
Answer: B
197) Rotoscoping is used in a(n):

A) animation.
B) dramatization.
C) testimonial.
D) authoritative.
Answer: A
198) When a product solves an everyday life problem, the executional framework being used in
the ad is most likely:
A) slice-of-life.
B) authoritative.
C) fantasy.
D) informative.
Answer: A
44
199) The first component of a slice-of-life execution is the:
A) interaction.
B) problem.
C) encounter.
D) solution.
Answer: C
200) The component of a slice-of-life execution that follows the encounter is the:
A) interaction.
B) problem.
C) information presentation.
D) solution.
Answer: B
201) The last component of a slice-of-life execution is the:

A) interaction.
B) problem.
C) encounter.
D) solution.
Answer: D
202) In a television advertisement, Chris is about ready to lose a girlfriend because he did not
purchase the right jewelry. A voice-over offers a solution, the jewelry is purchased at the
advertised store and the girlfriend is now happy. This is which type of executional framework?
A) Slice-of-life
B) Testimonial
C) Fantasy
D) Informative
Answer: A
45
203) A business-to-business ad featuring a routine business experience, a problem, an
interaction, and then a company's product that provides a solution is which form of executional
framework?
A) Slice-of-life
B) Dramatization
C) Testimonial
D) Expert authority
Answer: A
204) Which type of executional framework features someone expressing a positive experience
with a company or product?
A) Slice-of-life
B) Dramatization
C) Testimonial
D) Fantasy
Answer: C
Difficulty: Easy
205) In an advertisement for the Weight Center, Casey talks about the weight she lost and how
good the employees were to her. This is an example which type of executional framework?
A) Dramatization
B) Testimonial
C) Authoritative
D) Informative
Answer: B
206) The key to a testimonial execution is:

A) likeability.
B) negative likeability.
C) credibility.
D) visual consistency.
Answer: C
46
207) The testimonial execution is effective, especially with services, because it simulates:
A) a fantasy.
B) negative likeability.
C) a word-of-mouth recommendation.
D) visual Esperanto.
Answer: C
208) Which type of executional framework seeks to convince buyers that a given product is
superior through employing some type of expert or evidence?
A) Dramatization
B) Ideological
C) Authoritative
D) Fantasy
Answer: C
Difficulty: Easy
209) Expert authorities would most likely be used in which type of executional framework?
A) Testimonial
B) Slice-of-life
C) Informative
D) Authoritative
Answer: D
210) Authoritative executions suggest buyers will be influenced by:

A) testimonies from customers.
B) action-inducing offers.
C) rational thought.
D) emotions.
Answer: C
47
211) An endorsement by Consumer Reports would typically be used in which type of
executional framework?
A) Slice-of-life
B) Informative
C) Authoritative
D) Fantasy
Answer: C
212) Authoritative executions are the most widely used in which sector?
A) Business-to-business
B) Consumer
C) Services
D) Governmental
Answer: A
Skill: Application
213) An authoritative execution assumes that consumer and business decision makers rely on
which of the following when making purchase decisions?
A) Cognitive processes
B) Affective feelings
C) Impulse behaviors
D) Authoritative sources of information
Answer: A
214) Showing how a product works is found in which type of executional framework?
A) Slice-of-life
B) Testimonial
C) Demonstration
D) Fantasy
Answer: C
Difficulty: Easy
48
215) Showing how Windex makes a dirty window sparkle would be which type of executional
framework?
A) Dramatization
B) Testimonial
C) Demonstration
D) Illustrative
Answer: C
Skill: Application
216) Showing someone enjoying an exotic experience—such as a beach in Florida—would be

which type of executional framework?
A) Testimonial
B) Dramatization
C) Slice-of-life
D) Fantasy
Answer: D
Difficulty: Easy
217) The fantasy executional framework relies on:

A) raw sex and nudity.
B) comparisons of product features.
C) suggestiveness.
D) cognitive thought processes.
Answer: C
218) A dessert that is promoted as being "sinfully delicious" with a person sitting on a sandy
beach is using the which type of execution?
A) Resonance
B) Slice-of-life
C) Fantasy
D) Hyperbole
Answer: C
49
219) Presenting product facts in a straightforward manner is which type of executional
framework?
A) Testimonial
B) Dramatization
C) Slice-of-life
D) Informative
Answer: D
Difficulty: Easy
220) Ads using an informative executional framework are best suited for:
A) conative message strategies.
B) high involvement purchase decisions.
C) slice-of-life executions.
D) brand image message strategies.
Answer: B
221) One of the major keys to successfully using the informative execution is:
A) using customers in the ad.
B) placement of the ad.
C) the selection of the right media.
D) the type of appeal that is used.
Answer: B
222) The authoritative execution works well in:

A) print ads and on websites.
B) broadcast ads.
C) television.
D) billboards.
Answer: A
50
223) Of the following executional frameworks, which is least likely to be used in business-to-
business ads?
A) Authoritative
B) Informative
C) Fantasy
D) Testimonials
Answer: C
224) An executional framework is the manner in which an advertising appeal is presented.

Answer: TRUE
Difficulty: Easy
225) Rotoscoping is a new, high-tech form of fantasy execution.

Answer: FALSE
Difficulty: Easy
Skill: Application
226) Animation has become increasingly popular and is now used in business-to-business ads in
addition to consumer ads.
Answer: TRUE
227) The typical format for an animation ad is encounter, problem, interaction, and then solution.
Answer: FALSE
51
228) While the slice-of-life execution is ideal for television, it also can be used in print
advertisements.
Answer: TRUE
229) The slice-of-life execution is seldom used for business-to-business advertisements.

Answer: FALSE
Skill: Application
230) Testimonial executions have been successful for many years, especially in the business-to-
business and service sectors.
Answer: TRUE
231) One major reason companies choose testimonial executions is that they offer a greater level
of credibility, when the testimonies are made by actual customers.
Answer: TRUE
232) Consumers rely on word-of-mouth communications when choosing services, which makes
the authoritative executional framework work well.
Answer: FALSE
233) A physician, dentist, engineer, or chemist endorsing a particular brand's advantages would
typically be found in a slice-of-life execution.
Answer: FALSE
52
234) Many authoritative executions include some type of scientific or survey support.
Answer: TRUE
235) The authoritative execution assumes consumers and business decision-makers rely on
affective processes when making purchase decisions.
Answer: FALSE
236) The authoritative execution works especially well in specialty magazines and trade journals.
Answer: TRUE
237) Demonstration ads are well suited to print ads because the actual product features can be
clearly shown.
Answer: FALSE
Difficulty: Easy
Skill: Application
238) Perfumes and colognes often rely on a demonstration form of executional framework,
because they are easy to show in a positive light.
Answer: FALSE
239) The most common themes for fantasy executions are sex, love, and romance.
Answer: TRUE
Difficulty: Easy
53
240) An informative execution typically presents information to the audience in a
straightforward manner.
Answer: TRUE
Difficulty: Easy
241) Informative executions work best for low-involvement products.

Answer: FALSE
242) Name the executional frameworks advertisers can utilize.

Answer:
∙ Animation
∙ Slice-of-life
∙ Testimonial
∙ Authoritative
∙ Demonstration
∙ Fantasy
∙ Informative
243) Describe the steps in a slice-of-life executional framework.

Answer: The most common slice-of-life format contains four components: encounter, problem,
interaction, and solution.
244) Name the ways to present claims in authoritative executions.

Answer:
∙ Experts
∙ Scientific or survey evidence
∙ Endorsements by independent organizations
∙ Satisfied customers
AACSB: Analytical thinking
54
245) A celebrity endorser is used in advertisements because his or her stamp of approval offers
all of the following advantages except:
A) enhances the product's brand equity.
B) enhances consumers' emotional bonds with the product.
C) aids in the establishment of a "personality" for a brand.
D) improves recall of brand benefits.
Answer: D
LO: 6.4 How are sources and spokespersons decisions related to advertising design?
246) Of the following types of celebrity endorsements, the one that would have the greatest level
of credibility would be:
A) a celebrity endorsing a brand in a television show.
B) a celebrity voice-over in a radio ad.
C) an unpaid celebrity speaking on behalf of some charity or nonprofit organization.
D) a dead-person endorsement of a particular brand.
Answer: C
247) Rachel is an actress who plays the part of a housewife in a commercial for a new brand of
furniture polish. For this type of ad, Rachel would be considered which type of endorser?
A) Celebrity
B) CEO
C) Expert
D) Typical person
Answer: D
Skill: Application
55
248) Dr. Locke has been paid to appear in an advertisement to endorse a new brand of anti-
inflammatory cream for muscle aches. For this type of ad, Dr. Locke is which type of endorser?
A) Celebrity
B) CEO
C) Expert
D) Typical person
Answer: C
Skill: Application
249) Mr. Booth owns the local Ford dealership and recently filmed an advertisement where he
talks about the deals consumers can obtain at his dealership. For this type of ad, Mr. Booth is
which type of endorser?
A) Celebrity
B) CEO
C) Expert
D) Typical person
Answer: B
Skill: Application
250) Which type of spokesperson is most likely to have all the source characteristics?
A) A celebrity
B) A typical person
C) An expert
D) A CEO
Answer: A
251) In terms of source characteristics, attractiveness consists of:

A) physical characteristics of the spokesperson.
B) intelligence of the spokesperson.
C) both physical and personality characteristics of the spokesperson.
D) the expertise and likeability of the spokesperson.
Answer: C
56
252) Identification is the ability of the audience to identify with the spokesperson in an ad and is
derived from:
A) expertise.
B) attractiveness.
C) likeability.
D) similarity.
Answer: D
253) Britney really liked the advertisement by Saturn that featured an elementary school teacher,
primarily because Britney is also an elementary school teacher. This identification with the
spokesperson by Britney is an example of the concept of:
A) attractiveness.
B) similarity.
C) likeability.
D) trustworthiness.
Answer: B
254) When an accountant serves as a spokesperson in an advertisement for an accounting

service, viewers who are also accountants find the ad to be more credible based on:
A) attractiveness.
B) similarity.
C) likeability.
D) persuasiveness.
Answer: B
Skill: Application
57
255) An ad that is targeted toward stay-at-home moms, which begins with this phrase, "Since I
stopped working, I have more time for my kids," emphasizes:
A) likeability.
B) similarity.
C) consistency.
D) continuity.
Answer: B
256) Wishing to think and act rich like the spokesperson in an advertisement, is a form of:
A) empathy.
B) intent to purchase.
C) identification.
D) attractiveness.
Answer: C
257) Giving to a charity because the spokesperson in the ad is a Republican, and the viewer is
also a Republican, is based on:
A) likeability.
B) identification.
C) consistency.
D) empathy.
Answer: B
258) In terms of spokesperson characteristics, which is the degree of confidence or the level of
acceptance consumers place in the spokesperson's message?
A) Trustworthiness
B) Expertise
C) Credibility
D) Likeability
Answer: A
58
259) A physician endorsing a specific brand of medicine would likely exhibit a high level of:
A) attractiveness.
B) likeability.
C) expertise.
D) personality.
Answer: C
Difficulty: Easy
260) One danger in using celebrities as spokespersons is that their endorsement of too many
products tarnishes:
A) credibility.
B) likeability.
C) expertise.
D) attractiveness.
Answer: A
261) One danger of using a CEO or other prominent official of a corporation is that the person
may not possess the source characteristics of:
A) trustworthiness and expertise.
B) attractiveness and likeability.
C) credibility and expertise.
D) likeability and trustworthiness.
Answer: B
262) Using typical persons and CEOs as spokespeople in ads are difficult because they:
A) are often perceived as not being credible.
B) do not have a high level of expertise.
C) are not professional actors so they are more difficult to work with.
D) are not physically attractive.
Answer: C
59
263) A business-to-business advertisement for Service Metrics about internet security shows a
man blindfolded about to step into a manhole. The manhole illustrates the ________ component
of the behavioral response model.
A) severity
B) vulnerability
C) response cost
D) negative consequence
Answer: B
Skill: Application
264) Celebrity endorsers are used for ads because their stamp of approval on a product can
enhance the product's brand equity and create emotional bonds between the consumers and the
brand being endorsed.
Answer: TRUE
265) In terms of endorsers, celebrities and CEOs are not typically viewed as expert sources for
product endorsements.
Answer: TRUE
266) Paid actors or models can be used in an advertisement to portray ordinary, everyday people.
Answer: TRUE
267) One reason companies are using more typical persons as endorsers is the overuse of
celebrities in ads.
Answer: TRUE
60
268) A spokesperson's credibility is derived from the composite of attractiveness, likeability,
trustworthiness, and intelligence.
Answer: FALSE
269) One reason for using typical persons as product endorsers is that they are more likely to
possess at least some quantity of all of the source characteristics.
Answer: FALSE
270) In terms of source characteristics, attractiveness has two components: physical

attractiveness and social attractiveness.
Answer: FALSE
271) Ads work better if the audience can identify with the spokesperson in the ad.
Answer: TRUE
272) As a source characteristic, similarity is the degree of confidence or the level of acceptance
consumers place in a spokesperson's message.
Answer: FALSE
Difficulty: Easy
273) As a source characteristic, expertise can be valuable in persuasive advertisements designed

to change the audience's opinions or attitudes.
Answer: TRUE
Difficulty: Easy
61
274) The potential for negative publicity caused by inappropriate actions of celebrities has led
some advertisers to use deceased celebrities.
Answer: TRUE
Difficulty: Easy
275) In terms of source characteristics, CEOs score low on credibility.

Answer: FALSE
276) Typical person sources tend not to have high levels of credibility.
Answer: FALSE
277) 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.
Answer: TRUE
278) Celebrities normally score well in terms of similarity, believability, and likeability.
Answer: FALSE
279) What four types of sources or spokespersons can advertisers utilize?

Answer:
∙ Celebrities
∙ CEOs
∙ Experts
∙ Typical persons
Difficulty: Easy
62
280) Name the characteristics of effective spokespersons.
Answer: They are attractiveness, similarity, likeability, trustworthiness, expertise and
credibility.
Difficulty: Easy
63
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Tori suur' oli muuan varsinkin,
taloin ympäröity uhkein;
oli palatsi, asunto kuninkaan,
näkö jonka on mitä muhkein,
(se on palatsin.) — Pääoven edess' on

kopit vahtien molemmin kulmin.
Punatakkeja vahdissa pyssyineen
on muodoin niin murhan-julmin.
Ties oppaani: "Tässä asuu Ernst

Augustus, suurtorylainen
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hyvin vielä virkeänlainen.
Olo häll' on idyllisen turvallinen,

näet paremmin kuin punanuttuin
kaikki parvet puuttuva uskallus
häntä turvaa rakasten tuttuin.
Hänet joskus nään, ja hän päivittää

miten kuiva virka on kovin
tää kuninkuus, johon tuomittu hän
nyt on päänä Hannoverin hovin.
Isobritannilaisille tavoilleen
muka täällä ahdasta niin on,
ihan pelkää vaan, että silmukkaan
hänet vielä saattava spleen on.
Toiss' aamuna kamiinin ääressä näin

hänen häärivän kumarassa;
oli kuningas kipeille koirilleen
lavemangia laittamassa."
XX LUKU.
Tulin Harburgista Hampuriin ma tunnissa. Oli jo ilta, ja ilma

lempeä, tähtöset mua tervehti taivahilta.
Ja kun äitini luo tulin äkkiään,

ilo hänt' ihan häpsähytti;
"Rakas lapsi kulta!" hän huus ja löi
kädet yhteen, läpsähytti.
"Lapsi kulta, kolmetoista jo on

ohi vuotta, ennenkuin palaat!
Kova nälkä sulla on varmaankin —
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On hanhea, kalaa ja kauniita

myös appelsiineja mulla."
"Anna hanhea, kalaa ja kauniita
vain appelsiineja tulla."
Emo ilosta säteili nähdessään

mun ruokahaluni julman,
sen sitä, tuon tätä hän kyseli,
välin pisti pahankin pulman.
"Sun, lapsi kulta, nyt tokko vaan
hyvin siell' on vieraissa laitas?
Tokko rouvas on toimekas emäntä
ja parsii sukkas ja paitas?"
"Kala hyvältä maistuu, maammosein,

mut ääneti syödä se pitää;
niin helposti kurkkuunsa ruodon saa,
älä nyt multa kysele mitään."
Tuli hanhi pöytään, kun popsinut

kalan tuon olin kaunihisti.
Emo sen sitä, tuon tätä kyseli taas,
välin pahankin pulman pisti.
"Sanos, lapsi kulta, nyt kumpi maa

on parempi elää, ja kumpi,
tämä Saksan kansa vai Ranskanko,
on mielestäs mieluhumpi?"
"Hyvä Saksan hanhi on, maammosein,

mut muheammiksi kuin meillä
ne ranskalaisin' on syötetyt,
myös paremmat höysteet on heillä."
Tuli appelsiinien vuoro, kun jo

teki lähtönsä hanhenpaisti;
ne ol' odottamattoman oivia,
ihan mainiolta ne maisti.
Jo äiti minulta mielissään

taas kyseli kyselemätään,
hän muisti sen tuhatkin seikkaa — mun
välin saada ol' aivan hätään.
"Mikä, lapsi kulta, on mieles nyt?

Yhä vieläkö ulkona tuolla
sa politikoit? Nyt kannaltas
minkä puolueen olet puolla?"
"Hyvät appelsiinit on, maammosein, ja tosi nautinnolla imen

suuhuni mehun ma makean ja annan kuorien olla."
XXI LUKU.
Taas alkaa kohota poroistaan vähitellen kaupunki polo; kuin

puudelin puoleksi kerityn on Hampurin hahmo nolo.
Näen murehella ma kadonneen

monen kallismuistoisen kadun. —
Missä talo, joss' suutelot suutelin
ma ensi lempeni sadun?
Missä kirjapaino, jost' ilmoille

mun matkakuvani tuli?
Missä kellari, jossa kerran mun
ens osterit suuhuni suli?
Ja Dreckwall, missä Dreckwall on?

Sit' on hakea turha työ nyt!
Missä paviljonki, joss' olen niin
monet sokeritortut syönyt?
Missä porvariston ja senaatin

koti korkea, raatitalo?
Tulen tuiman saalis! Pyhintäkään
ei säästänyt ahne palo.
Viel' ihmiset huokaili hätäänsä
ja kasvoilla murhe musta
palon suuren surkuteltavaa
he muisteli tapausta:
"Joka haaralla valkea valloillaan,

kaikk' kietoi se liekein ja sauhuin!
Tulipatsaina tornit kirkkojen
ne sortui ryskein ja pauhuin.
On porona vanha pörssi nyt,

joss' isämme asioivat
läpi vuosisatojen keskenään
niin rehellisesti kuin voivat.
Pankki, kaupungin kultainen sielu, jäi,

Herran kiitos! ja kirjat, joissa
joka miehen arvo merkitty
on selvissä numeroissa.
Meille kansat kaukaisimmatkin

keräs apua, kiitos Herran!
hyvä kauppa — se kolehti tuotti noin
miljoonan kahdeksan verran.
Tosihurskaat ja kristityt hoitivat

apukassaa tuota — ei tiennyt
käsi vasempi konsaan, paljonko
oli oikea kulloinkin vienyt.
Avoimiin käsiimme tulvanaan

tuli rahaa kaikista maista,
elintarpeita myös, ylenkatsottu
ei lahjaa minkäänlaista.
Tuli leivät ja lihat ja liemet myös,

puvut, peitteet tukkunansa!
Meille miel' oli Preussin kuninkaan
myös johtaa jo joukkojansa.
Tuho aineellinen tuli korvatuks,

se voitiin arvioida —
mutta hirmu se, meidän hirmumme,
sit' ei millään korvata voida!"
Sanoin rohkaisevasti ma: "Ette saa

noin, veikkoset, itkua valaa;
oli Troija parempi kaupunki,
vaan silt' oli pakko palaa.
Talot uudet tehkää ja kuivatkaa

pois katuinne ropakko-roiskut,
ja paremmat lait te laittakaa
ja paremmat paloruiskut.
Ei kilpikonna-lientänne
pidä liiaksi pippuroittaa,
nuo lihavat suomukarppinne myös
voi terveyttä vahingoittaa.
Vähän vaaraa kalkkunat teille saa,

vaan varottavammat on pillat
sen linnun, mi pesäks on ottanut
pormestarin peruukkivillat.
Mikä turman lintu se on, sit' ei
tässä tarvis sanoa mulla.
Mult' aina, kun sitä aattelen vaan,
ylös tahtoo yökätys tulla."
XXII LUKU.
Vielä muuttuneemmat kuin kaupunki on kaikk' ihmiset —

kallella-päiset ja apeat kadulla astuissaan kuin rauniot
käveleväiset.
On hoikat viel' yhä hoikenneet,

yhä pullistuneet on pulleet,
on lapset vanhoja, vanhat taas
on jälleen lapsiksi tulleet.
Moni imuvasikka entinen

nyt mua jo mullina kohtaa;
moni pikku hanhonen piiperö
emähanhen jo höyhenin hohtaa.
On vanha Gudel maalattu

ja siistitty sireeni-somaks;
tukan mustan ja hampaat valkeat
upo-uudet on hankkinut omaks.
Oli tuttuni, paperikauppias tuo,

lujin kestämään ajan hallan;
pää kehäss' on hiusten kellahtavain —
kuin Johannes kastaja vallan.
Näin ————:n vilahtamalta vain,

ohi pyyhkäs kuin puhallettu;
aju palanut raukan, ja Bieberill'
oli kuulemma vakuutettu.
Näin vanhan sensori-kuomanikin.

Tuli halki usman ja huurun
hän Hanhitorilla vastaani, —
pään kantoi kovin jo kuurun.
Me toistemme kättä pudistettiin,

ukon silmään kyynel täytti.
Miten iloitsikaan minut nähden taas!
Se liikuttavalta näytti. —
En kaikkia tavannut. Ajalliset

monelt' askeleet jo on laanneet.
Ah, silmäni Gumpelinoakaan
eloss' enää ei nähdä saaneet!
Pois suuren sielunsa henkäsi

jalo tuo juur' ennenkuin saavuin,
Jehovan istuimen eess' on nyt
seraafina kirkkain kaavuin.
Tuota käyrää Adonista turhaan hain

halki Hampurin kadut ja torit,
jolla kuppeja, yöposliineja
oli kaupan kukkurakorit.
Pikku Meyer vieläkö elossa lie,
sitä tiedä en toden totta;
en nähnyt miestä ja unohdin
selon Cornetilta ottaa.
Sarras, tuo puudeli uskollinen,

pois kuollut on — haikea hukka!
Kynäniekkaa kymmenen ennen maar
ois uhrannut Campe rukka. — —
On juutalaista ja kristittyä,
niin kauas kuin muisti kantaa,
väki Hampurin; — jälkimmäistenkään
tapa juur' ei ilmaiseks antaa.
Koko hyviä kristityt kaikk' on, myös

hyvin päivällisensä syövät,
ja vekselinlankeema-päivänsä
hyvin harvoin he laiminlyövät.
Taas juutalaisten joukkoa kaks

eri puoluetta on heitä;
synagoogassa vanhat vaeltaa
ja nuoret temppelinteitä.
Halu hangotella on nuorten, ne

sianlihan on nielijöitä,
demokraatteja; vanhat pikemmin taas
ovat ylimysmielijöitä.
Pidän vanhoista, pidän nuorista,

vaan varma se on kuin vala,
eräs muu laji: silakat savustetut,
on vielä parempi kala.
XXIII LUKU.
Tasavaltoina Hampurin varjoon saa hyvin Venedig sekä

Florens, mut on Hampurin osterit oivemmat, myö parhaita
kellari Lorenz.
Oli kaunis ilta, kun Campe vei

minut sinne, — meill' iltatuimaan
oli tuumana Reininviinissä
siell' osterit panna uimaan.
Hyvä seura siell' oli myös, mä näin

iloll' entistä veikkoa monta,
Chaufepién esimerkiksi, monta myös
uutta, ennen tuntematonta.
Oli Willen viiruinen naama, tuo

sukukirja, kärjellä miekkain
käsialaa täyteen kirjattu
akadeemisten vihasniekkain.
Ja Fucks oli, umpipakana,

verivihollinen. Jehovan,
vain Hegeliin uskoo ja hiukan myös
kai Venukseen Canovan.
Oli Campeni jalo Amphitryon,

hymy huulilla luopumatonna;
hänen silmänsä autuutta säteili
kuin kirkastettu Madonna.
Ma aattelin, pöydän aarteita

alas kaulaani halulla ajain:
"Tuo Campe on todella suuri mies,
kukka kaikkien kustantajain.
Joku toinen ois nälässä antanut

mun kulkea maita, teitä,
tää juottaa janonkin sammuksiin;
hänt' en mä ikinä heitä.
Ole kiitetty, luoja taivahan,

tään rypälemehun kun luonut,
ja kustantajaksi kun minulle
olet Julius Campen suonut!
Ole kiitetty, luoja taivahan,

kun suuri tulkoon-sanas
loi osterit mereen ja kasvamaan
maan Reininviiniä manas!
Sitruunia myöskin, antamaan

meren ostereille mehun —
tän' yönä suo, isä, vatsassain
vain hyvästi sulaa rehun!"
Tuo Reininviini niin hellyttää
minut aina, rinnasta haipuu
joka ristiriita, siell' elähtää
syvä ihmislemmen kaipuu.
Mun ajaa se katuja astelemaan

ulos alle taivallan välkeen;
sydän sydäntä hakee, ja silmä käy
valkohelmain hentojen jälkeen.
Ihan riutua moisena hetkenä

olen kaihoon, mi rinnan täyttää;
katit kaikki harmailta silmissäin,
Helenoilta naiset näyttää. — — —
Ja Drehbanin päähän päästessäin

kuun valossa kuninkainen
tuli vastaani vaimo-ihminen,
ylen korkeapovinen nainen.
Oli kukkeat kasvot kuin täysi kuu,

sini silmäin kuin turkoosikivi,
kuin ruusut posket, kuin kirsikka suu,
nenä myös vähän punehtivi.
Päässä päähine valkealiinainen

ihan linnakruunun malliin,
sen tärkkäys poimuihin taitettu
kuin tornit ja sakarat valliin.
Hän kantoi valkoista tunikkaa

alas pohkeille ulottuvaista.
Ja mitkä pohkeet! Kulkimet kuin
pari pylvästä doorilaista.
Mitä maallisin, mitä luonnollisin

joka ilme, mut että vaimo
oli ylempi olento, tiesi taus
yli-inhimillisen aimo.
Kävi kohti hän virkkain: "Terve taas

tykö Elben pitkältä tieltäs —
nuo kolmetoista ei vuotta viel'
ole, näämmä, muuttanut mieltäs!
Haet noita kauniita sieluja kai,

kera joitten niin monesti muinen
tässä kauniissa seudussa karkeli pois
sult' yö sulohaaveiluinen.
Nieli elämä, hirviö satapää,

ne jo irjuvin ikenineen;
pois aika vanha on vaipunut
jo armaine ajattarineen!
Poiss' on sulokukkaset, sydämes

jumaloimat nuoren — ne kukat
on langenneet, on lakastuneet,
ne myrsky runteli rukat.
Ne kuihtui, murtui, musertui

raa'an kohtalon-anturan alle —
niin, veikkonen, täällä kaikelle käy
ihanalle ja armahallel"
"Ken olet sa?" — huusin ma — "olethan
kuin unelma aikojen takaa!
Miss' asut sa, korkea kulkijatar,
ja saanko matkas ma jakaa?"
Hän hymyillen virkkoi: "Sa erehdyt,

olen kunniallinen nainen,
siveellinen, hieno henkilö, en
katuperhonen kaikellainen.
En moinen pikku mamselli,

siro etelän seikkailijatar —
sa tiedä: Hammonia, Hampurin
olen suojelusjumalatar!
Sä säpsähdät, laulaja uljas sa,

sä säpsähdät, säikähdytkin!
No niin, tule äläkä tuumaile,
jos tahdot seurata nytkin!"
Hohonaurussa tuohon ma huudahdin: "Heti kanssas ma

tulla tuumaan — käy edellä vaan, peräss' astutaan, vie vaikka
hornaan kuumaan!"
XXIV LUKU.
Miten salin ahtaista portaista lien ylös tullut, sit' en mä tiedä;

mua näkymättömät henget kai ylös sinne mahtoi viedä.
Siellä, kammiossa Hammonian,

pian hetket herttaiset kulki.
Mulle sympatiansa Jumalatar
jo vanhan tunnusti julki.
"Näes", — virkkoi hän — "ennen enimmän

tuo laulaja lempeni voitti,
joka meille hartaalla harpullaan
Messiaan suuruutta soitti.
Klopstockini kipsinen kaapin pääll'

on vielä, mut verkoissa lukin,
jo vuosia mulla hän ollut on
vain toimessa myssytukin.
Sua lemmin ma nyt. Näet vuoteeni

pääpohjissa kuvasi oman,
ja tuores laakeri, katsopas,
on seppelnä kuvan soman.
Se vaan, että olet mun poikiain
niin näykkinyt usein, se mua
välin todella syvästi loukkas, — nyt ei
saa enää se tapahtua.
Kera vuotten suita jo vallattomuus

tuo toivottavasti talttui,
ja mieles narreja kohtaankin
kai suvaitsevammaksi malttui.
Vaan sanos, kuinka sun pohjolaan

tuli matkata tuuma päähän
tähän vuoden-aikaan, kun tantereet
vilu talven jo vetää jäähän?"
"Oi Jumalatar!" — ma vastasin —

"syväll' ihmispovessa asuu
moni uinuva aatos, mi heräämään
ihan väärällä hetkellä osuu.
Hyvin päällisin puolin ma kyllä voin,

mut sisällä vaiva valvoi,
se päivä päivältä paheni vaan —
mua kotikaipaus kalvoi.
Kävi painostamaan tuo muuten niin

kevyt Ranskan ilma mua;
piti tänne päästäni hengittämään,
jos mieli ei tukehtua.
Käry turpeen ja tupakan täällä taas

piti tuntea täyttä rintaa;

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Instant Download PDF Integrated Advertising Promotion and Marketing Communications 8th Edition Clow Test Bank Full Chapter

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Integrated Advertising Promotion and

Marketing Communications 8th Edition

Integrated Advertising Promotion and Marketing

Integrated Advertising Promotion and Marketing

Integrated Advertising Promotion and Marketing

Integrated Advertising Promotion and Marketing

Advertising And Promotion An Integrated Marketing

Advertising and Promotion An Integrated Marketing

Advertising and Promotion An Integrated Marketing

Advertising And Promotion An Integrated Marketing

2) An outline of the key ideas in an advertisement is the:

3) The primary tactic or approach used to deliver a message theme is a:

5) Which message strategy is linked with reasoning and thinking processes?

14) The preemptive cognitive message strategy is a(n):

17) A hyperbole cognitive message strategy is a(n):

20) Consumers often think comparative ads:

21) Showing greasy potato chips versus Pringles is an example of a:

24) Which organization is most likely to investigate comparative advertising complaints?

27) An affective message strategy:

29) The two types of affective message strategies are:

35) Which message strategy is designed to trigger impulse buys?

38) Conative message strategies utilize an attitude formation sequence of:

49) A conative message strategy is a presentation of rational arguments or pieces of information

56) Generic message strategies can be used to create brand awareness.

58) A hyperbole message strategy involves an explicit, testable claim of uniqueness or

86) Name the five major forms of cognitive strategies.

87) What are the advantages and disadvantages of comparative ads?

95) Humor overcomes clutter by:

96) Humor causes consumers to watch, laugh, and, most importantly:

99) The goal of a humorous ad is to have consumers:

100) To be successful, the funniness in a humor appeal should be:

103) Subliminal sexual messages are:

104) Using sensuality as a type of sex appeal in advertising:

108) Decorative models are people who:

111) Research indicates that humor will:

115) Music can be intrusive, which means it will:

116) Music is effective at gaining a viewer's attention:

118) Using songs from popular musicians is:

122) Which are the best outlets for rational appeals?

123) Rational appeals work best when:

128) Emotional appeals are popular because:

132) Emotional appeals:

134) Scarcity appeals:

136) The primary benefit of using a scarcity appeal is that it:

143) Severity and vulnerability are key elements in rational advertisements.

149) Humor is a rarely-used form of advertising appeal.

168) The cognitive impressions made on viewers of a sexually-oriented ad depend on whether

185) What approaches to sexuality are used in advertising?

188) Describe the sequence that occurs when a humorous ad is successful.

189) What are the major criticisms of sexuality in advertising?

190) What roles can music play in advertisements?

193) Each of the following is a type of executional framework except:

197) Rotoscoping is used in a(n):

201) The last component of a slice-of-life execution is the:

206) The key to a testimonial execution is:

210) Authoritative executions suggest buyers will be influenced by:

216) Showing someone enjoying an exotic experience—such as a beach in Florida—would be

217) The fantasy executional framework relies on:

222) The authoritative execution works well in:

224) An executional framework is the manner in which an advertising appeal is presented.

225) Rotoscoping is a new, high-tech form of fantasy execution.

229) The slice-of-life execution is seldom used for business-to-business advertisements.

241) Informative executions work best for low-involvement products.