MKTG 403: Chapter 9

According to a study by Dynamic Logic of almost 5,000 online campaigns, which of the following is the most effective type of digital ad?

180 x 150 pixel rectangular ads

Identify an example of an execution technique in advertising using scientific/technical evidence.

An ad citing results of laboratory studies about a product

______ bear the ultimate responsibility for determining whether an advertisement deceives or offends its target audience

Clients

______ are the most expensive productions seen on television on a cost-per-minute basis.

Commercials

_____ are responsible for producing the headline and body copy of an ad.

Copywriters

______ begin the execution of a specific advertising appeal for an advertising message once it has been decided.

Creative specialists

True or false: Humorous executions are more suited to print media than television or radio.

False

______ are the words that are positioned to draw the most attention or will be read first in a print advertisement.

Headlines

______ are advertisements that show a person praising a product or service on the basis of his or her personal experience with it.

Testimonial executions

______ is the main text portion of a print advertisement.

The body copy

Which of the following statements is true about commerce digital ads?

They can retarget consumers by following them across the Web.

______ is one of the techniques used to write indirect headlines.

Using questions

The approach used to influence the feelings of consumers toward a product, service, or cause and/or to capture their attention is known as an ______.

advertising appeal

The creation and production of television commercials is ______.

an expensive process

The advertising technique that uses the motion of drawn scenes or of cartoons, puppets, or other types of fictional characters is known as ______.

animation

Retailers use price appeal advertising most often to ______.

announce sales

Many advertisers realize that their commercials are most successful when the ads ______.

are entertaining

A headline's most important purpose is ______.

attracting readers' attention

When using testimonial executions for advertising, the testimonial of a spokesperson must be ______.

based on actual use

Evaluating the approach put forward by creative specialists against company standards is the job of a(n) ______.

brand manager

Cartoon animation is especially popular for ads aimed at ______.

children

When a competitive advantage appeal is used, advertisers usually ______.

claim superiority over another brand

A slice-of-life ad used to demonstrate a service in a humorous way would be an example of which of the following execution techniques?

combination

An advertisement that directly communicates a brand's particular advantage over its competitors or positions a new or lesser-known brand with leaders in the market/industry is based on the execution technique of ______.

comparison

When measuring the quality of an advertisement, the image of a brand and the creative approach of the commercial must be ______.

compatible

Advertisers make either a direct or an indirect comparison to another brand when using a ______.

competitive advantage appeal

Usually, comparison executions are used to execute ______.

competitive advantage appeals

In order for consumers to remember a brand only by recalling the experience generated by an advertisement, a transformational advertisement must ______.

connect the experience of the advertisement tightly with the experience of using the brand

The manner in which a particular appeal is converted into an advertising message presented to a consumer is known as the style.

creative execution

The way an advertising appeal is showcased is known as .

creative execution

Determining whether more than one execution style should be used in creating an advertisement is the responsibility of a(n) ______.

creative specialist

The illustration of the main advantages of a product or service by showing it in actual use or in some staged situation is known as ______.

demonstration advertising

Headlines that are candid and informative in terms of the message they are presenting and their identified target audience are ______ headlines.

direct

An execution technique that focuses on narrating a short story with a product or service as its star is referred to as the ______ execution.

dramatization

The objective of dramatization is to ______.

draw a viewer into the action it presents

Marketers employ teasers, or mystery ads, to ______.

draw attention to upcoming product launches

Appeals that relate to the social and psychological needs of customers for purchasing a product or service are known as ______.

emotional appeals

The technique in which a famous or respected individual, such as a celebrity or expert in a product or service area, speaks on behalf of a company or brand is known as the ______ technique.

endorsement

Subheads are commonly used to ______.

enhance readability

Repeated exposure to banner advertising ______.

enhances familiarity with a brand

Essentially, television is an ______ medium.

entertainment

An important characteristic of transformational advertisements is that they must make the experience of using a product ______.

exciting

An important factor that a client must consider when evaluating creative output is whether the ______.

execution style is consistent with the marketing strategy for a brand

The content of rational appeals highlights ______.

facts

If an appeal makes a low offer the dominant point of an ad, it is known as a ______ appeal.

favorable price

Advertisements that concentrate on the dominant traits of a product or service use a ______ appeal.

feature

In emotional appeals, ______ about a brand play an important role in influencing consumers' purchase decisions.

feelings and attitudes

Marketers use imagery executions when their goal is to ______.

get consumers to associate a brand with symbols

The words in the leading position of an advertisement are known as ______.

headlines

When an advertisement consists mainly of visual elements, such as pictures, illustrations, and symbols, rather than information, it is referred to as a(n) ______ execution.

imagery

Headlines that are not candid about identifying a product or service or even getting to the point are ______ headlines.

indirect

Appeals that are rational-based tend to be ______.

informative

Transformational advertising is used to influence consumers' ______.

interpretation of their product usage experience

The intention of rational-based appeals is to tempt a target audience to buy a brand because it ______.

is the best available

A catchy song about a product or service that generally carries an advertising theme and a simple message is referred to as a ______.

jingle

The physical arrangement of the different parts of an advertisement is known as the ______.

layout

The body copy of a print advertisement must be ______.

long enough to communicate a message

Reminder advertising is used by brands and market leaders to ______ among consumers in their target markets.

maintain top-of-mind awareness

The main objective of popularity appeals is to ______.

make consumers use a brand because of its wide use

The voice of the original artist in the musical work of a commercial is part of the ______.

master recording

The repeated exposure to a stimulus that can result in favorable feelings toward it is known as the effect.

mere exposure

In the creation of a TV commercial, the ______ consists of the notes of music and words before they are performed.

musical composition

A jingle is a ______ in television and radio commercials.

musical element

A _____ appeal is a type of appeal used to announce significant modifications or improvements in a product or service.

news

If some type of news or announcement about a product, service, or company dominates an advertisement, the ad is using a ______.

news appeal

When companies or their products or services are promoted by endorsers, the messages presented need ______.

not be based on personal experiences

The basis for consumer purchase decisions is ______.

often both rational and emotional motives

The technique that uses a central character that develops an enduring association with the brand and that can deliver an advertising message is known as the ______ technique.

personality symbol

The use of characters like the Energizer Bunny and Tony the Tiger to promote their respective brands is an example of an execution technique using ______.

personality symbols

Appeals that emphasize the popularity of a product or service by indicating the number of consumers who use the brand are known as ______ appeals.

popularity

The stage that includes all the activities and work that take place after a commercial has been filmed and recorded is referred to as the _____.

postproduction stage

Advertisements that use a feature appeal are used to ______.

present a customer with a number of product attributes

The period during which a commercial is filmed or videotaped and recorded is known as the ______.

production stage

Appeals that focus on a consumer's practical, functional, or utilitarian need for a product or service are known as ______ appeals.

rational

Television commercials are well suited to _____.

rational and emotional appeals

When developing effective advertising, attention should be given to ______.

rational and emotional elements

The purpose of ______ advertising is to build brand awareness and keep a brand name in front of consumers.

reminder

Slice-of-life advertisements show how consumers can ______.

resolve their daily problems by using a company's product

Based on studies, an endorsement from the Association for Public Health illustrates how a particular brand of breakfast cereal helps prevent obesity. This advertising strategy adopts the method of ______.

scientific evidence

A ______ brings together the various elements of a television commercial.

script

An elaborate description of a commercial's video and audio content in a written format is known as a .

script

Headlines of a print advertisement are usually ______.

set in larger type than the body copy

The basic purpose of the layout of an ad is to ______.

show where each part of an ad will be placed

The advantages and disadvantages of using humor as an executional technique are ______

similar to those associated with its use as an advertising appeal

A problem/solution approach is the basis of the ______ execution.

slice-of-life

Generally, subheads in a print advertisement are ______.

smaller than the main headline

Direct headlines commonly include ______.

specific benefits

Advertising intended to build curiosity, interest, and/or excitement about a product or brand by talking about it but not actually showing it is known as ______.

teaser advertising

A straight-sell message focuses on ______.

the specific attributes and benefits of a product or service

Critics of online advertising argue that ______.

there is too much focus on banner ads

There is an ad that associates the experience of using an advertised brand with a distinctive set of psychological characteristics. That experience would not usually be related by the consumer to the brand experience without exposure to the ad. This approach is known as a(n) ad.

transformational

True or false: Print ads commonly use straight-sell executions.

true

When planning a television commercial, one of the first decisions to be made is about the ______.

type of execution style

Advertising in which advertisements are made by consumers rather than by a company and/or its agency is referred to as ______.

user-generated content

Marketers developing contests that involve consumers to create advertisements and submit them for consideration is an example of ______.

user-generated content

The effects of demonstration executions include convincing consumers of a product's ______.

utility

The component of a commercial that refers to what is seen on a television screen is known as the ______.

video element

Television commercials are generally dominated by their ______.

visual portion

The ______ of an ad is the responsibility of artists who often work under the direction of an art director.

visual presentation