CH. 15

With the help of ________ systems, consumers can avoid watching ads.

DVR

The aim of ________ is to make an advertisement so useful or entertaining that people want to watch it.

advertainment

Persuasive advertising becomes ________ advertising when a company directly or indirectly compares its brand with one or more other brands.

attack

When a media planner determines whether an advertisement for diapers should be placed in Parents magazine or Sports Illustrated magazine, the planner is evaluating the media vehicle's ________.

audience quality

Which of the following is a media measure?

click-through rate

Which of the following types of advertising will most likely result in an advertising war?

comparative advertising

An illustration, a headline, and a copy are the three ________ elements of an advertisement.

format

What is the first element that a reader most likely notices in a print ad?

illustration

When P&G developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. What type of campaign was most likely used by P&G for the Mr. Clean Magic Eraser?

informative advertising

Which of the following is one of the primary goals of reminder advertising?

maintain customer relationships

Which of the following are the three characteristics that an advertising appeal should have?

meaningful, believable, and distinctive

Which term refers to the general idea that will be communicated to consumers through an advertisement?

message strategy

________ tend to be straightforward outlines of benefits and positioning points that the advertiser wants to stress.

message strategy

Apple used an album by the band U2 to promote the Apple Watch announcement. Which of the following message execution styles is illustrated in this example?

musical

A Spanish-language channel runs its ads only in Hispanic neighborhoods. This is an example of ________.

narrowcasting

The McDonald's fast-food restaurant chain uses Ronald McDonald, a clown, as its primary character. Which message execution style is used by McDonald's?

personality symbol

________ becomes more important as competition increases. With this type of advertising, a company's objective is to build selective demand.

persuasive advertising

In the context of media timing, the idea behind ________ is to advertise heavily for a short period to build awareness that carries over to the next advertising period.

pulsing

You receive a report that 68 percent of your target market has been exposed to your ad campaign during a given period of time. Which of the following aspects of media selection is represented by this information?

reach

Keeping the brand in a customer's mind during off-seasons is most likely a goal of ________ advertising.

reminder

Which message execution style involves presenting survey data indicating that a brand is better than other brands?

scientific evidence

Which of the following is a major element of developing an advertising strategy?

selecting advertisingmedia

Which message execution style depicts average people using a product in an everyday setting?

slice of life

Which of the following is a newer digital medium that is used by advertisers to reach consumers directly?

smartphone

A pharmaceutical ad features a world-renowned heart surgeon describing the benefits of a medication. Which of the following message execution styles is illustrated in this example?

testimonial evidence