Chapter 9

A print ad for flood insurance lists twenty good reasons why every homeowner should have flood insurance. This is an example of _____ advertising. A. straight-sell B. transformational C. testimonial D. teaser E. refutational

A

Advertisements that focus on the dominant attributes or characteristics of a product or service are known as _____ appeals. A. feature B. news C. price D. product popularity E. generic

A

Advertising appeals that focus on functional or utilitarian needs and emphasize product features and benefits are known as _____ appeals. A. informational B. emotional C. price D. inherent drama E. image

A

During the 1999 Super Bowl, many people saw and remembered the ad that showed former Superman star and then wheelchair-bound Christopher Reeves walking to a podium to receive an award. Few people remember the product being advertised because the: A. creative execution overwhelmed the ad message. B. creative approach was intended to support a market aggregation strategy. C. creative message was absent from the ad. D. informational appeal of the ad was missing. E. ad did not show the product.

A

_____ are words in the leading position of a print advertisement that are likely to be read first. A. Headlines B. Body copies C. Subheads D. Layouts E. Primary copies

A

Well-known brands and market leaders often run ads that do not use any specific types of appeals but rather focus primarily on keeping their brand name in front of consumers. This type of advertising is known as _____ advertising. A. teaser B. reminder C. repetitive D. popularity E. brandstanding

B

Which of the following questions should be used as a criterion when evaluating creative output? A. Does the creative approach create a segmentation base? B. Is the creative approach consistent with that used by the competition? C. Is the ad truthful and tasteful? D. Does the creative approach support a market aggregation strategy? E. Does the creative approach use a dramatic execution style?

C

An advertising execution technique that is particularly popular for creating commercials targeted at children is: A. slice-of-life. B. demonstration. C. testimonial. D. scientific evidence. E. animation.

E

Research has shown that the first thing people look at in a print ad is the: A. illustrations. B. visuals. C. body copy. D. subheads. E. headline.

E

An ad for Enbrel, a prescription medicine for people who have rheumatoid arthritis, tells the reader that this drug has proven to work for people who have had little or no pain relief from other drugs. The factual, news like nature of the ad indicates that it is using a(n) _____ appeal. A. rational B. product popularity C. emotional D. fear E. refutational

A

An ad for Ford Focus shows four college-aged students hunting for a parking place in a large, nearly full parking garage. When they finally find a spot and put the car in place, they discover that it is such a tight fit that they can't open the car doors to get out. A moment of concern is followed by a moment of enlightenment when one of them remembers the hatchback. The commercial ends with them all leaving the parked car through the hatchback. This commercial is a(n): A. dramatization with a humorous appeal. B. animation with the intent of creating a personality brand. C. slice-of-life with a fear appeal. D. demonstration with an emotional appeal. E. straight sell with a humorous appeal.

A

An advertising execution technique that relies on a straightforward presentation of information concerning the product or service is called a(n): A. straight-sell or factual message. B. demonstration. C. testimonial. D. dramatization. E. animation of key benefits approach.

A

Dramatization is particularly well suited for which type of medium? A. Television B. Newspapers C. Radio D. Magazines E. Direct mail

A

Headlines that are very straightforward and informative in the message they are presenting are known as _____ headlines. A. direct B. indirect C. straight-sell D. subhead E. rational

A

Many advertising experts consider the most important part of a print ad to be the: A. headline. B. subheads. C. layout. D. body copy. E. disclosures.

A

Purchase motives, such as convenience, comfort, economy and performance are used as a basis for _____ appeals. A. rational B. emotional C. price D. inherent drama E. refutational

A

Skyy Vodka's use of cinematic-inspired cocktail moments created marketing success through: A. image advertising. B. television infomercials. C. CEO spokesperson press releases. D. banner advertising. E. rational advertising.

A

Straight-sell message executions are commonly used with _____ advertising appeals. A. informational B. emotional C. teaser D. transformational E. emotional integration

A

The ad for TDA meritrade investment company opens with the statement, "You can't plan for tomorrow if you don't know where your money is today" and continues with a lot of information about investment and its benefits. This indicates that the ad is an example of _____ advertising. A. straight-sell B. transformational C. testimonial D. teaser E. refutational

A

The agency that developed the 'Jack-in-the-Box' fast-food restaurants ads created a new ad with the return of a brand image that was remembered by customers from previous years, thereby creating a(n): A. advertising appeal. B. creative plan. C. marketing plan. D. sales approach. E. sales presentation.

A

The argument by famous advertising copywriter David Ogilvy that "what you say in advertising is more important than how you say it" suggests that: A. advertising appeal is more important than the way it is executed. B. advertising execution is more important than the appeal. C. advertising appeals and executions are equally important. D. advertising execution is more important than message content. E. the product is more important than the creative appeal.

A

The headline reads, "Introducing new Crayola Washable Crayons for the youngest artist in your gallery." This is an example of a(n) _____ headline. A. direct B. indirect C. straight-sell D. subhead E. rational

A

The state of Colorado runs an ad which shows an obviously scared third grader getting ready to go on stage for his first public stage appearance. He is dressed to look like a carrot. The ad tells the reader that being a third grader is much more stressful than we remember and causes us to have great sympathy for the young man dressed in the ridiculous costume. The tag line at the end of the ad reads, "Your kids need a carefree Colorado vacation as much as you do." This is an example of the: A. dramatization technique. B. testimonial technique. C. fear technique. D. personality symbol technique. E. scientific evidence technique.

A

Timberland Co. sells all-weather gear. For its advertising, it has developed an imaginary place called Timber Land, which is a Utopian setting of extraordinary landscapes and crystal-clear water. Its ads use a(n) _____ execution style to get the audience to envision themselves in Timber Land. A. imagery B. demonstration C. slice-of-life D. animation E. competitive advantage

A

When an advertiser has something important or new to announce to a target audience. A(n) _____ headline will be used. A. direct B. indirect C. subhead D. visual E. affective

A

When deciding on the visual portion of a print ad, an advertiser must determine: A. the identification marks that need to be included. B. whether to use needledrop or not. C. the focus of the visual portion of the ad. D. the length of the ad copy. E. whether to present the ad in color or black and white.

A

Which of the following statements is true about feature appeals? A. They tend to be very informative and present a number of attributes that can be used as the basis for a rational purchase decision. B. They are never used for technical and high-involvement products. C. They can be used for advertising a product but not a service. D. They never focus on attributes or benefits that are important to consumers. E. They stress upon the popularity of a product or service by pointing out the number of consumers who use the brand and the number who have switched to it.

A

Which of the following statements provides a reason for why marketers use emotional appeals? A. The favorable feeling created by the appeal may transfer to the brand. B. Emotional appeals focus on the consumer's practical, functional, or utilitarian need for the product or service. C. Emotional appeals tend to be informative, and advertisers using them generally attempt to convince consumers that their product or service has a particular attribute(s) or provides a specific benefit that satisfies their needs. D. Emotional appeals persuade the target audience to buy the brand because it is the best available or does a better job of meeting consumers' needs. E. Emotional appeals are easy to execute and cost less than rational appeals due to lack of creativity.

A

_____ is an advertising execution technique often used for emotional appeals. It offers a viewer a form of mental escape and/or an opportunity to envision themselves in a certain situation. A. Image advertising B. Demonstration C. Slice-of-life D. Animation E. Competitive advantage

A

_____ is viewed as "something that moves people, speaks to their wants or needs, and excites their interest." A. Advertising appeal B. Execution style C. Creativity D. Big idea E. Needledrop

A

) _____ is designed to give a company or brand a unique association or personality and is often transformational in nature. A. Rational advertising B. Image advertising C. Feature appeals D. Transactional advertising E. Brand immorality

B

A Tide detergent ad showed a high school team manager easily removed all the grass and dirt stains from two dozen baseball uniforms by simply throwing them in a washer and adding Tide. The ad creator used which execution style? A. Dramatization B. Slice-of-life C. Slice-of-death D. Testimonial E. Demonstration

B

A print ad for Wilson Ultra golf balls used the headline "Do you ever wonder why John Daly can hit a golf ball so far?" This is an example of a(n): A. direct headline. B. indirect headline. C. subhead. D. jingle. E. needledrop.

B

A print ad for the Apple Cider Vinegar Diet used the headline, "Maybe Eve was on to something." This is an example of a(n): A. direct headline. B. indirect headline. C. subhead. D. jingle. E. needledrop.

B

A widely used advertising execution style for packaged goods products which attempts to portray situations consumers might face in their daily lives is known as: A. endorsement. B. slice-of-life. C. theater style. D. a testimonial. E. a demonstration

B

Ads for Oneida flatware are frequent, show a piece of Oneida flatware, the headline, "ONEIDA," and the slogan "Your table is ready" in small print. This type of ad is intended as _____ advertising. A. transformational B. reminder C. rational D. emotional integration E. favorable price

B

Advertisements that create feelings, meanings, images or beliefs about a product or service that can be activated when consumers use it are known as _____ ads. A. rational B. transformational C. nostalgic D. affective E. informational

B

Aleve ran a series of ads showing everyday people having to deal with minor arthritic pains. In each instance, the individual was pleased to learn that two Aleve were just as effective as taking eight of his or her old pain reliever. This ad campaign is using a(n) _____ appeal. A. emotional B. competitive advantage C. fear D. favorable price E. transformational

B

An ad for Novell solutions targeted to businesspeople was headlined, "ERP: Sound made by CIO when people see data they shouldn't." The executive in the ad has a distressed, almost fearful look on his face. Which execution technique used to create this ad? A. A problem-solution execution B. Slice-of-death advertising C. Slice-of-life advertising D. A response-stimuli execution E. Informational advertising

B

An ad for Toyota vans shows how easily a child, who needs to use a bathroom, can get out of the vehicle. Which ad execution technique is being used in this ad? A. Comparison B. Demonstration C. Scientific evidence D. Straight-sell E. Testimonial

B

An ad in a golfing magazine for a vacation resort in Virginia begins by stating that the resort has "Dozens of sporting diversions for the entire family." Then under that statement it reads, "Translation: guilt-free golf." The ad creator used which execution style with this ad? A. Endorsement B. Slice-of-life C. Slice-of-death D. Testimonial E. Demonstration

B

An advertising execution technique used by business-to-business marketers depicting the negative consequences of making incorrect purchase decisions is referred to as: A. a problem-solution execution. B. slice-of-death advertising. C. slice-of-life advertising. D. a response-stimuli execution. E. informational advertising.

B

Consumers perceive Maytag appliance as dependable. Consumers have assigned a _____ to the brand. A. product benefit B. personality C. product features D. unique selling proposition E. market rank

B

Hershey's advertises heavily around Christmas with ads that show only a picture of red, green and silver wrapped Hershey Kisses chocolate. Hershey's is using _____ advertising. A. transformational B. reminder C. rational D. emotional integration E. teaser

B

Once the basic script for a television commercial has been conceived, the writer and the art director get together to produce a ____, a series of drawings used to present the visual plan or layout of the commercial. A. transparency board B. storyboard C. visual layout D. layout synopsis E. thumbnail sketch

B

Professional golfer Arnold Palmer appeared in ads advocating the engine protection cars get from Pennzoil motor oil. This is an example of a(an): A. comparison. B. endorsement. C. demonstration. D. straight sell. E. slice-of-life.

B

Research shows consumers perceive Miller beer as strong, bold, and adventurous. This is an example of how consumers assign a _____ to a brand. A. product rank B. personality C. product features D. unique selling proposition E. market rank

B

Taco Bell launched the advertising campaign for its Double Decker taco by running anonymous full-page ads featuring basketball stars issuing vague challenges to one another. This is an example of _____ advertising. A. reminder B. teaser C. transformational D. favorable price appeal E. news appeal

B

The Glad trash bag campaign, which used the slogan "Don't get mad. Get Glad," tells the reader that Glad trash bags are twice as thick as the leading volume bag. Glad uses a(n) _____ appeal. A. emotional B. competitive advantage C. fear D. favorable price E. transformational

B

The _____ is the manner in which an advertising idea is turned into a message and presented to consumers. A. advertising appeal B. creative execution style C. rational appeal D. emotional appeal E. big idea

B

The ad for 'TDAmeritrade' investment bank states that the company is "Ranked #1 by SmartMoney Magazine for the Do-It-Yourself Investor." The ad is using a(n) _____ appeal. A. emotional B. competitive advantage C. feature D. favorable price E. transformational

B

The audio portion of a commercial is often presented through the use of a(n): A. layout. B. voice-over. C. illustration. D. headline. E. jingle.

B

The content of advertising with _____ emphasizes facts, learning and the logic of persuasion. A. emotional appeals B. informational appeals C. transformational appeals D. subliminal appeals E. irrational appeals

B

Tiger Woods appears in ads for Nike in which he notes how the company's golf clubs helped him win so many major championships. This is an example of which type of advertising execution? A. Slice-of-life B. Testimonial C. Demonstration D. Scientific evidence E. Dramatization

B

Transformational advertising can differentiate a product or service by: A. convincing a consumer of the superior performance of a brand. B. making the consumption experience more meaningful, exciting and enjoyable. C. making a consumption experience last longer. D. showing performance superiority of one brand over another. E. proving brand superiority.

B

Underneath the headline, "Fully Loaded," in the ad for Browning shotguns was "Our most comprehensive line of autoloading shotguns ever." The second statement was printed in a typeface larger than the body copy but smaller than the headline. The second statement in the ad is an example of a: A. story line. B. subhead. C. demonstrative appeal. D. physiological appeal. E. psychological appeal.

B

Which of the following is an advertising execution approach designed to illustrate key advantages or features of a product by showing it in actual use? A. Comparison B. Demonstration C. Scientific evidence D. Straight-sell E. Animation

B

Which of the following statements describe a potential problem associated with the use of indirect headlines in a print ad? A. They generate too much interest or curiosity among the readers which leads to lack of remembrance of the message. B. They may not be provocative enough to get the readers' attention and offer a reason for reading the remainder of the message. C. They must always be accompanied by an engaging visual appeal in order to be effective. D. They only work when readers are already interested in the category of the good or service being advertised. E. They are often less effective at attracting readers' attention and interest because they are unable to provoke curiosity and lure readers into the body copy.

B

_____ advertising is sometimes used to create curiosity and build interest and excitement in a new product or brand by talking about it but not showing it. A. Reminder B. Teaser C. Rational D. Comparative E. Feature appeal

B

_____ are the print ad components used to break up large amounts of copy and highlight key selling points. A. Headlines B. Subheads C. Illustrations D. Layouts E. Voice-overs

B

A _____ appeal is used when the advertiser makes either a direct or an indirect comparison to another brand and usually claims superiority on one or more attributes. A. feature B. popularity C. competitive advantage D. technical E. news

C

A commercial for Honey-Flavored Wheat Chex cereal mix shows a bear made out of Wheat Chex cereal climbing a tree made out of Wheat Chex to reach a beehive made of Wheat Chex. Which type of creative execution does this commercial use? A. Dramatization B. Testimonial C. Animation D. Straight-sell E. Slice-of-death

C

A personal computer manufacturer has developed a significant technological breakthrough that will make its computers easier to use for novices. The computer manufacturer will probably use _____ appeal to announce the breakthrough. A. favorable price B. emotional C. news D. popularity E. transformational

C

According to McCann-Erickson's concept of emotional bonding, the most basic relationship a consumer has with a brand is how he or she thinks about the: A. emotional ties he or she has with the product and/or brand. B. brand personality. C. product benefits. D. self-actualization motives for purchasing. E. self-esteem motives that will be affected by the purchase.

C

According to McCann-Erickson's concept of emotional bonding, the strongest relationship that develops between a brand and a consumer is based on: A. product benefits. B. brand personality. C. feelings or emotional attachments to the brand. D. rational motives. E. competitive advantage over similar products in the market.

C

Advertisers create emotional advertising appeals by using: A. comparative advertisements. B. feature appeals. C. transformational advertising. D. news appeals. E. popularity appeals.

C

An ad for Calloway Gardens Resort stresses the different forms of recreation available to visitors to the resort. This is an example of a(n) _____ appeal. A. news B. favorable price C. feature D. popularity E. emotional

C

An ad for Lipton tea states that according to laboratory research, "a serving of tea has more antioxidants than a serving of carrots or broccoli." Which type of ad execution is being used in this example? A. Dramatization B. Testimonial C. Scientific/technical evidence D. Slice-of-life E. Comparison

C

During which stage of commercial production process do activities such as editing, recording of sound effects, audio/video mixing, and agency approval occur? A. Preproduction B. Production C. Postproduction D. Preparation E. Incubation

C

In a Neutrogena moisturizer with superior sun protection ad, a dermatologist's report stated, "A year of incidental sun equals baking for a week at the beach!" This is an example of a(n) _____ execution. A. dramatization B. slice-of-life C. technical evidence D. testimonial E. animation

C

Marlboro used a cowboy to advertise Marlboro cigarettes for a number of years. This is an example of: A. testimonial advertising execution technique. B. demonstration advertising execution technique. C. personality symbol advertising execution technique. D. slice-of-death advertising execution technique. E. imagery advertising execution technique.

C

Rational and emotional advertising appeals: A. represent two distinctive approaches which should never be combined because they divide the focus of consumers' attention. B. are essentially the same. C. can be combined since consumers' purchase decisions are often made on the basis of rational and emotional motives. D. are used together only for low-involvement products. E. can be combined only for products and not for services.

C

The Oscar Mayer ad touched the child in all of us when it showed Andy on the pier singing the "My bologna has a first name" jingle. This example of _____ advertising won America's heart and stomach. A. competitive advantage B. refutational C. transformational D. transactional E. rational

C

The _____ is considered the heart of a print ad but is often difficult to get readers to attend to. A. headline B. subhead C. body copy D. visual E. logo

C

The proprietary research technique developed by the McCann-Erickson Worldwide agency that helps evaluate how consumers feel about brands and the nature of their relationship with them is known as: A. focus group research. B. transformational research. C. emotional bonding. D. psychographics. E. ethnographics.

C

The use of actor James Garner's voice reading poetry in a series of automobile commercials is an example of a: A. needledrop. B. talking jingle. C. voice-over. D. tagline. E. subtextual message.

C

To announce sales, special offers, or everyday low prices, retailers often use a _____ appeal. A. functional B. popularity C. favorable price D. transformational E. productive

C

What is the main text portion of a print ad called? A. the headline B. subheads C. body copy D. the visual E. the layout

C

When Ford Motor Company was preparing to introduce a new model, ads were run for several weeks that talked about the new car but never showed it. This is an example of _____ advertising. A. reminder B. transformational C. teaser D. emotional E. cognitive

C

When an advertiser cites technical information such as the results of laboratory studies in an advertisement, a(n) _____ execution is being used. A. dramatization B. slice-of-life C. scientific evidence D. testimonial E. animation

C

Which of the following statements is true about informational/rational advertising appeals? A. The particular features, benefits, or attributes that serve as the basis for these appeals are constant across product categories. B. These types of appeals work well for products but not for services. C. The particular features, benefits, or attributes that serve as the basis for these appeals vary from one product or service category to another as well as by market segment. D. The particular features, benefits, or attributes that serve as a basis for these appeals generally do not vary by market segment. E. Informational/rational ads create feelings, images, beliefs, and meanings about the product or service.

C

Which of the following statements is true about the use of teaser advertising? A. They cannot be used to draw attention to and generate publicity for an upcoming advertising campaign. B. They do not work well because consumers really do not pay much attention to advertising. C. They can be effective but marketers must be careful not to use them too long. D. They usually offend consumers. E. They have the objective of building brand awareness by keeping the brand name in front of the customers.

C

_____ advertising attempts to make the experience of using a product or service richer, warmer or more exciting. A. Informational B. Competitive advantage C. Transformational D. Image E. Rational

C

_____ is a type of advertising execution style that involves creating a central character who can deliver the advertising message and with whom the product or service can be identified. A. Demonstration B. Testimonial C. Personality symbol D. Fantasy E. Slice-of-life

C

_____ is an advertising execution technique whereby the focus is on using excitement and suspense to tell a short story with the product as the star of the ad. A. Slice-of-life B. Animation C. Dramatization D. Testimonial E. Imagery

C

_____ is an occupational term in the advertising and music industries that refers to prefabricated, multipurpose music that is often used as the background audio portion of a commercial. A. Jingle B. Voice-over C. Needledrop D. Stock photo E. Beat music

C

) _____ are catchy songs about a product or service that usually carry the advertising theme and a simple message. A. Headlines B. Taglines C. Voice-overs D. Jingles E. Needledrops

D

A copywriter can determine how much space he or she has to work with and how much copy to write after seeing the print ad's: A. headline. B. subheads. C. body copy. D. layout. E. illustration.

D

A written version of a television commercial that provides a detailed description of its video and audio content is known as a: A. layout. B. jingle. C. voice-over. D. script. E. storyboard.

D

A(n) _____ refers to the approach used in an advertisement to elicit some consumer response or influence feeling. The way this approach is turned into an advertising message is the ____. A. advertising appeal; advertising campaign B. creative execution style; advertising appeal C. creative execution style; advertising campaign D. advertising appeal; creative execution style E. brand image; positioning

D

Advertising appeals that portray people in an advertisement as experiencing an arousing, upbeat and/or exciting benefit or outcome from using a product or service are relying on: A. informational integration. B. rational integration. C. mood transfer. D. emotional integration. E. outcome integration.

D

Advertising appeals that relate to consumers' social and/or psychological needs for purchasing a product or service are known as _____ appeals. A. informational B. rational C. irrational D. emotional E. feature

D

An advertisement for the State of Alabama shows a family with two teens arriving in the state alienated from each other. The fun they experience in the state brings the family back together again. The commercial ends with all four running down the beach holding hands. This ad uses _____ for its appeal. A. informational integration B. rational integration C. mood transfer D. emotional integration E. outcome integration

D

In a television ad, actress and noted animal lover Betty White praised a flea and tick treatment called Frontline for the way it protects both her dogs and cats. These ads are an example of the use of what type of execution? A. Comparisons B. Slice-of-life C. Humor D. Testimonial E. Demonstration

D

Mr. Peanut from the Planters Nut Company's ads is an example of advertising that uses _____ execution techniques. A. informational/rational B. demonstration C. fantasy D. personality symbol E. behavioral appeal

D

Toyota ran an advertisement proclaiming their Camry has been the best selling model in the United States for two straight years. This is an example of a _____ appeal. A. feature B. favorable price C. news D. product popularity E. generic

D

Which of the following statements is true about the use of slice-of-life executions? A. Slice-of-life executions are very inefficient in business-to-business advertising. B. To be effective, a slice-of-life execution should avoid mimicking real life because its primary purpose is to rise above the clutter. C. Slice-of-life executions work well only for advertising for consumer products with perceived homogeneous qualities. D. Many advertisers like slice-of-life executions because they feel they are an effective way to present a situation to which consumers can relate. E. Slice-of-life or problem/solution execution approaches are limited to consumer-product advertising.

D

The physical arrangement of the various parts of an ad including headlines, subheads, illustrations, body copy and identifying marks is known as: A. the narrative style. B. visualization. C. copy writing. D. art direction. E. a layout.

E

When a person speaks on the behalf of a product or service based on his or her personal use of and/or experiences with it, a(n) _____ execution is being used. A. dramatization B. slice-of-life C. animation D. demonstration E. testimonial

E

Which of the following is a basic component of a print advertisement? A. Deadline B. Testimonial C. Trademarks and service marks D. Animatic E. Layout

E

_____ are secondary headlines that usually appear in a type size smaller than the main headline but larger than the body copy of a print ad. A. Direct headlines B. Indirect headlines C. Body copy D. Voice-overs E. Subheads

E