Chapter 9 practice quiz
Which of the following statements is true of informational advertising appeals?
Attributes that form the basis of these appeals vary from one product or service category to another.
_____ are words in the leading position of a print advertisement that are likely to be read first.
Headlines
_____ is designed to give a company or brand a unique association or personality and is often transformational in nature.
Image advertising
_____ is an advertising execution technique often used for emotional appeals. It offers viewers a form of mental escape and/or an opportunity to envision themselves in a certain situation.
Imagery
Which of the following is true of cartoon animation?
It is popular for commercials targeted at children.
Which of the following is true of reminder advertising?
It is used to create top-of-mind awareness among consumers.
Which of the following statements is true of the use of slice-of-life executions?
Many advertisers like slice-of-life executions because they feel they are an effective way to present a situation to which consumers can relate.
Which of the following statements is true of teaser advertisements?
Marketers must be careful not to use them too long.
_____________________ is a type of paid placement designed to fit seamlessly into the content that surrounds it. The design, content, and writing style of this ad format mirrors the nonpaid content around it, giving the user the impression that it really belongs.
Native advertising
Airlines sometimes use _______________ when they begin offering service to new cities or opening new routes as a way of informing consumers as well as generating media interest that can result in publicity for them.
News
_____ are used in the execution of ads that involve creating a central character that can deliver the advertising message and with whom the product or service can be identified.
Personality symbols
_____ 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.
Teaser
Which of the following statements explains why marketers use emotional appeals?
The positive feelings created by advertising can have a favorable effect on consumers' evaluations of a brand.
Which of the following is true of image advertisements?
They are transformational in nature.
Which of the following statements describes a potential problem associated with indirect headlines in print ads?
They may not be provocative enough to direct a reader's attention to the rest of the message.
Which of the following statements is true of feature appeals?
They present attributes that can be the basis of rational purchase decisions.
_____ advertising attempts to make the experience of using a product or service richer, warmer, or more exciting.
Transformational
_____________ have the highest click-through rate of the online advertising formats.
Video ads
A(n) _____ is something that moves people, speaks to their wants or needs, and excites their interest.
advertising appeal
A(n) _____ refers to the approach used in an advertisement to elicit some consumer response or to influence the feelings of consumers toward a product, service, or cause.
advertising appeal
The argument by famous advertising man David Ogilvy that "what you say in advertising is more important than how you say it" suggests that
advertising appeal is more important than the way it is executed.
An international denim brand asks its advertising agency to create a campaign to instill an emotional connection to the brand in young people all over the world. The agency is asked to focus on the adventure-seeking nature of the youth. In the given scenario, the brand is trying to come up with a(n) _____
advertising appeal.
An advertising execution technique that is particularly popular for creating commercials targeted at children is
animation.
The _____ is considered the heart of a print ad but is often difficult to get readers to attend to.
body copy
What is the main portion of text in a print ad called?
body copy
Rational and emotional advertising appeals
can be used together in advertisements.
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.
competitive advantage
A campaign run by the manufacturers of Glad garbage bags informs viewers that Glad garbage bags are twice as thick as those made by Crash Bin Bags, the leading garbage bag brand in the market. In this scenario, Glad is using a(n) _____ appeal.
competitive advantage
Aleve Inc., a pharmaceutical company, launches an ad that claims, "Taking one pill from Aleve is as effective as taking three pills from any other company." This ad campaign is using a(n) _____ appeal.
competitive advantage
The ad for F.N. Inc., an investment bank, states that the company is "Ranked #1 by magazine." In this scenario, the ad is using a(n) _____ appeal.
competitive advantage
Peter Minnium of the Internet Advertising Bureau notes that digital advertising is trifurcating into three types of advertising—___________________ ads—and their use varies based on the goals and/or objectives the marketer is trying to achieve all along the purchase funnel.
concept, content, and commerce
A(n) _____ refers to the manner in which an advertising idea is turned into a message and presented to consumers.
creative execution style
An ad for a van shows how easily a small boy and his grandfather can get in and out of the vehicle. It also emphasizes the positioning of handles at appropriate places that make transit easier for older people. Which ad execution technique is being used in this ad?
demonstration
Which of the following is an advertising execution approach designed to illustrate key advantages of a product by showing it in actual use?
demonstration
Headlines that are very straightforward and informative in the message they are presenting are known as _____ headlines.
direct
The headline in an advertisement reads, "Introducing Pluto's Washable Crayons for the youngest artist in your gallery." This is an example of a(n) _____ headline.
direct
When an advertiser has something important or new to announce to a target audience, a(n) _____ headline will be used.
direct
Which of the following is used to execute an ad wherein excitement and suspense are used to tell a short story with a product as the star of the ad?
dramatization
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 as a carrot. The ad tells the reader that being a third grader is much more stressful than we remember and causes us to feel great sympathy for the child 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 a
dramatization technique.
An ad for a new hatchback shows four college students hunting for a parking place in a large, crowded parking lot. When they finally find a spot and park the car, they discover that they can't open the doors to get out. One of them opens the hatchback and the commercial ends with them exiting the car through the hatchback. This commercial uses
dramatization with a humorous appeal
A "Love Has No Labels" public service advertising campaign that was sponsored by the Ad Council filmed a live event where skeleton images embraced behind a large x-ray screen, then the people walked out from behind the screen. The people who embraced represented different pairings of gender, race, sexual orientation, religion, ability, and age. This video used a(n) _____________________ appeal to get viewers to look at their expectations and implicit bias.
emotional
Advertising appeals that relate to consumers' social and/or psychological needs for purchasing a product or service are known as _____ appeals.
emotional
Advertisements that portray people experiencing an arousing, upbeat, and/or exciting benefit or outcome from using a product or service are relying on
emotional integrations.
A professional race car driver appears in an ad advocating a particular motor oil brand. This is an example of a(n)
endorsement.
An advertising execution technique that relies on a straightforward presentation of information about a product or service is called a(n)
factual message.
To announce sales, special offers, or discount rates, retailers often use a(n) _____ appeal.
favorable price
Advertisements that focus on the dominant attributes or characteristics of a product or service are making use of _____ appeals.
feature
An ad for Calloway Resorts stresses the different recreational activities available to visitors. It also explains the various facilities that guests can use while staying at the resort. This is an example of a(n) _____ appeal.
feature
An ad for Red Bull that focuses on the dominant traits of the product—its ingredients—and the benefits they provide (e.g., enhanced performance, endurance, and concentration) is using a ________________ appeal.
feature
Research has shown that the first thing people look at in a print ad is the
headline
Many advertising experts consider the most important part of a print ad to be the
headline.
Which of the following is a vital component of ads that use emotional integration to market a product?
humor
Timber Co. sells all-weather gear. For its advertising campaign, the company develops an imaginary place called Timber City, which is a Utopian setting of extraordinary landscapes and crystal-clear lakes. Which of the following execution styles is illustrated in Timber's ads?
imagery
When an ad for the American Indian College Fund used the headline, "I Will Keep 286,000 People from Losing Their Sacred Land" to generate curiosity among magazine readers and encourage them to read the copy below for an explanation, it was an example of a(n) ___________________ headline.
indirect
A print ad for Apple Cider Vinegar Diet used the headline, "Maybe Eve was on to something." This is an example of a(n)
indirect headline.
Advertising appeals that focus on functional or utilitarian needs and emphasize product features and benefits are known as _____ appeals.
informational
Straight-sell message executions are commonly used with _____ advertising appeals.
informational
The content in an advertisement that emphasizes facts, learning, and the logic of persuasion makes use of a(n) _____ appeal.
informational
Subway Restaurant's "Five-dollar foot-long" catchy song, or _____________, has been an integral part of one of the most effective promotional campaigns ever developed in the fast-food industry.
jingle
Which of the following is a basic component of a print advertisement?
layout
A copywriter can determine how much space he or she has to work with and how much copy to write after seeing a print advertisement's
layout.
The physical arrangement of the various parts of an ad, including headlines, subheads, illustrations, body copy, and identifying marks, is known as a(n)
layout.
Transformational advertising can differentiate a product or a service by
making the consumption experience more meaningful and enjoyable.
Steve Oakes found that increased congruity between _____________ and advertising with respect to variables like mood, genre, score, image, and tempo contributes to communication effectiveness of an advertisement by enhancing recall, brand attitude, affective response, and purchase intention.
music
A personal computer manufacturer has developed a significant technological breakthrough that will make its computers easier for novices to use. The computer manufacturer would do best to use a(n) _____ appeal to announce the breakthrough.
news
Colonel Sanders from KFC's ads is an example of advertising that uses a _____ in its execution technique.
personality symbol
An ad for TaylorMade M1 and M2 drivers notes its drivers are played by more professional golfers on tour than any other brand. TaylorMade is using a ________________ appeal.
popularity
A software development company runs an advertising campaign for one of its products emphasizing that it is the most preferred financial software brand. The ad also states, "Thousands of customers have switched over to our software." The company is making use of a(n) _____ appeal.
product popularity
An automobile manufacturer runs an advertisement proclaiming that one of its luxury cars has been the best-selling model in the United States for two straight years. This is an example of an ad using a(n) _____ appeal.
product popularity
Purchase motives such as convenience, comfort, economy, and performance are used as a basis for generating _____ appeals through advertising.
rational
An ad for Sylio, a prescription medicine for people with scoliosis, uses a visual representation of the drug's action and effect on the human body. The ad states that the drug is made with natural active ingredients, and that side effects, if any, are all minor and short term. The ad is an example of a(n)
rational appeal.
A chocolate manufacturer advertises heavily during Christmas with an ad that shows only a picture of red, green, and silver wrapped chocolates. The advertiser's aim is to create top-of-mind awareness among consumers. In this scenario, the chocolate manufacturer is using _____ advertising.
reminder
Well-known brands and market leaders often run ads that do not use any specific types of appeals, but focus primarily on keeping their brand name visible to consumers. This type of advertising is known as _____ advertising.
reminder
An ad for a brand of 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?
scientific evidence
When an advertiser cites technical information, such as the results of laboratory studies, in an advertisement, a(n) _____ style of execution is being used.
scientific evidence
When Alcon's Opti-Free multi-purpose disinfecting solution for contact lens care treatment notes the product is the number one doctor-recommended brand because its performance is driven by science, it is using _________________ as an execution approach.
scientific/technical evidence
An ad featuring actor/singer Victoria Justice for the "Body by Milk" integrated marketing campaign talks about how milk can help teens look their best. It leverages the _____________ base for emotional appeals.
self-esteem
A Bright laundry detergent ad showed a baseball team-manager removing stains from two dozen uniforms by throwing them in a washer and adding Bright detergent. Which of the following advertising execution styles has been illustrated in this scenario?
slice of life
An ad for a vacation resort in Virginia begins by stating that the resort has "Dozens of sporting diversions for the entire family." Under that statement, it reads, "Translation: guilt-free golf." Which execution style is seen in this ad?
slice of life
An ad for Novell solutions targeting businesspeople used the headline, "ERP: Sound made by CIO when people see data they shouldn't." The actor playing the executive in the ad has a distressed, almost fearful look on his face. Which of the following execution techniques has been used in this ad?
slice-of-death advertising
An advertising execution technique used by business-to-business marketers depicting the negative consequences of making incorrect purchase decisions is referred to as
slice-of-death advertising.
A widely used advertising execution style for packaged products, which attempts to portray situations consumers might face while using them in their daily activities, is known as _____ execution.
slice-of-life
A print ad for flood insurance lists 20 reasons why every homeowner should have flood insurance. This is an example of _____ advertising.
straight-sell
The ad for an 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 relevant information about investment and its benefits. This ad is an example of _____ advertising.
straight-sell
Underneath the headline, "Fully Loaded," in an ad for Brett shotguns was written: "Our most comprehensive line of autoloading shotguns ever." This 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(n)
subhead.
Jim's Taco launched an advertising campaign for its new Guacamole taco by running anonymous full-page ads featuring basketball stars issuing mysterious challenges to one another. The ads were attempting to build curiosity without showing the product. This is an example of _____ advertising.
teaser
Under Armour used ____________ ads to create interest and excitement around a new product introduction for its Armour39 performance monitoring system. It wanted to create some suspense and mystery for the new product.
teaser
When Platinum Motors Inc. 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.
teaser
In an ad for Pluto's superior sun protection moisturizer, a dermatologist's report states, "A year of incidental sun equals baking for a week at the beach!" This is an example of a(n) _____ style of execution.
technical evidence
Dramatization is particularly well suited for _____ advertising.
television
In a television ad, actor and noted animal lover Betty White praised Frontline, a flea and tick treatment, for the way it protects her dogs and cats. Which of the following types of advertising execution has been illustrated in this scenario?
testimonial
Rick Edgars, a famous sports personality, appears in Venus Inc.'s ads in which he notes how the company's golf clubs have helped him win several major championships. He also states that in his experience, the clubs have a "perfect swing." Which of the following types of advertising execution is illustrated in this scenario?
testimonial
When a person speaks on behalf of a product or service based on his or her personal use of and experiences with it, a(n) _____ execution is being used.
testimonial
When deciding on the visual portion of a print ad, an advertiser must determine
the identification marks to be included.
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.
transformational
Manten is a popular brand of hiking boots. Its advertisements emphasize the experience of conquering unfamiliar terrain in the wild. They portray vivid, captivating visuals of cliffs, rivers, and jungles. The campaign is also accompanied by a popular jingle that reflects the qualities of freedom, wilderness, and adventure that the company values. This approach is most likely an example of _____ advertising.
transformational
The "Find Your Beach" campaign for Corona Extra makes the experience of drinking the beer more enjoyable and connects the experience of the advertisement so tightly with the experience of drinking the beer that consumers cannot remember the brand without recalling the experience generated by the advertisement, which makes it a ____________________ ad.
transformational
Advertisers create emotional advertising appeals by using
transformational advertising.
Marlboro used a cowboy to advertise its cigarettes for a number of years. "The Marlboro Man" became a central character through which the company delivered its advertising message. This is an example of
use of personality symbols in the execution of ads.
When Frito-Lay sponsored its "Crash the Super Bowl" creative competition and ran an ad that was entirely conceived and produced by amateurs, rather than advertising professionals, it was an example of __________________
user-generated content.
