Advertising and Media Planning 2022/6

Executional framework should be matched with...

• neither of these.

• the type of advertising appeal

• both of these

• message strategy

Which is NOT an executional framework?

• Rationality

• Animation

• Slice of llife

• Testimonial

A brand's spokespersons can be...

• typical people

• celebrities

• all of these

• experts

Which is NOT a characteristic of an effective spokesperson?

• similarity

• likability

• trustworthiness

• omnipresence

Most advertisers believe which level of fear is most likely to succeed in an advertisement?

• low, non-threatening

• moderate

• high

• severe

The goal of a humorous ad is to have consumers:

• pause, think, and act.

• watch, laugh, and remember.

• concentrate on the funny part.

• ignore the musical element.