ADV CH 10
32. The theory behind transformational advertising is that it can actually improve the consumption experience. a. True b. False
a. True
33. Effective transformational ads connect the experience of the advertisement so closely with the brand experience that consumers cannot help but think of material from the ads when they think of the brand. a. True b. False
a. True
34. Product placements in movies, television shows and other forms of branded entertainment can bring about a transformation in the actual future consumption experiences. a. True b. False
a. True
4. In the case of low-involvement goods and services, the very first brand remembered is most likely to be the one purchased. a. True b. False
a. True
5. A slogan used for advertising provides rehearsal—it encourages repetition because it is catchy. a. True b. False
a. True
9. One drawback of reason-why ads is that they have a potential for counter-arguments, which may ultimately convince the customer why not to buy the advertised brand. a. True b. False
a. True
24. A drawback of anxiety ads is that their effects cannot be measured. a. True b. False
b. False
26. A criticism of social anxiety ads is that historically they have ignored an entire population—namely, women. a. True b. False
b. False
27. Image advertising prefers the use of text over visual elements. a. True b. False
b. False
31. Transformational ads focus on the risk of physical harm or negative social consequences if the consumer neglects to use a certain brand. a. True b. False
b. False
6. Advertisements that use the USP concept link the brand name with the removal of fear or anxiety. a. True b. False
b. False
7. When an advocacy position is taken by a spokesperson in an advertisement, it is known as a demonstration. a. True b. False
b. False
8. Compared to achieving a brand recall objective, achieving a persuasion objective typically requires less cognitive processing on the part of the consumer. a. True b. False
b. False
55. An expert testimonial ad for a brand of mouthwash would be most likely to use the ad. a. a child b. a dentist c. a popular cartoon character d. a famous sportsperson
b. a dentist
70. (Scenario 10-1) Nearly everyone in advertising understands the powerful role emotions can play in advertising, but in addition, emotions can: a. be the only tool available when the objective is to persuade the consumer. b. become a product attribute linked to the brand c. be an excellent tool for use in repetition, slogans and jingles. d. never become part of the product.
b. become a product attribute linked to the brand
30. A slice-of-life advertisement attempts to identify a cultural or social setting and have it rub off on a brand. a. True b. False
a. True
22. Unlike anxiety ads, ads that focus on social anxiety do not elicit any ethical concerns. a. True b. False
b. False
54. A group of friends sitting in a bar talk and joke about various beer commercials. One of them describes an ad and they all laugh, and then someone says, "That is one great ad. Who was that for, anyway?" From this scenario, it is clear that the ad about which the friends were talking: a. is not a persuasive ad. b. has used a feel-good approach. c. generates affective brand-consumer association. d. is not really a funny ad.
a. is not a persuasive ad.
41. Jingles and slogans are linked to a concept called or prone to being repeated. a. rehearsal b. periodicity c. looping d. isochronism
a. rehearsal
14. Advertisers use feel-good advertising when all they want is for consumers to laugh. a. True b. False
b. False
59. The Grana Weightloss System advertises its exercise machines on late-night TV. Their advertisements are typically half and hour long, and feature spokespeople as well as consumers and celebrities talking about their experiences with thebrand. In this scenario, the company is using . a. advertorials b. infomercials c. point-of-purchase advertising d. transformational advertising
b. infomercials
86. (Scenario 10-5) Ford is using a number of catchy songs in its advertisements. One advantage of using jingles in advertising is: a. it gives consumers something fun to listen to. b. it promotes brand recall. c. it makes consumers think before purchasing a particular product. d. consumers respond better to sounds than they do to images.
b. it promotes brand recall.
40. A slogan is a(n) linked to a brand in a memorable way. a. visual image b. linguistic device c. emotional meaning d. tactile sensation
b. linguistic device
43. A hard-sell ad is most likely to create a(n) in potential consumers. a. emotional connection b. sense of urgency c. feeling of social anxiety d. sense of superiority
b. sense of urgency
90. (Scenario 10-5) Assuming that Ford's intent behind promoting the use of environment-friendly vehicles is to appeal to broad disagreements and disruptions in the society, which of the following methods should the company consider? a. Feel-good ads b. Slice-of-life ads c. Social/cultural movement ads d. Society-friendly ads
c. Social/cultural movement ads
48. A real-life nurse discussing the benefits of a home blood-pressure kit and a real-life librarian promoting the advantages of a children's reading program are both: a. acting as expert spokespeople. b. lending celebrity credibility. c. providing real-life demonstrations. d. delivering average-user testimonials.
a. acting as expert spokespeople.
73. (Scenario 10-2) It is believed in advertising that repeated exposure to a particular stimulus will increase the chances of the stimulus being remembered in the future. This describes the term: a. brand recall. b. advertisement remembrance. c. strong memory. d. display memory.
a. brand recall.
56. There is one big difference between a successful and an unsuccessful humor ad—the joke or payoff in the successful one: a. is funnier. b. can be run more often. c. is linked to the product. d. puts down the competition.
c. is linked to the product.
71. (Scenario 10-1) For companies using feel-good ads, one of the difficulties is creating an ad that truly elicits fond memories. Another difficulty associated with feel-good ads is that they can: a. cause consumers to generate competing thoughts and connections. b. cause consumers to recall bad memories from their childhood. c. cause consumers to favor another brand over the one advertised. d. cause consumers to think before they start feeling.
a. cause consumers to generate competing thoughts and connections.
50. An advertiser for bubble gum attempts to generate brand preference by getting consumers to simply like the product and associate it with fun and happiness. Which type of message is the advertiser sending? a. A feel-good message b. A testimonial c. A demonstration d. A hard-sell message
a. A feel-good message
45. Which of the following ads uses indirect comparison? a. EZTalk offers you four times the performance of other leading brands. b. Refresh toothpaste gives you all-day protection against germs. c. The Palazzo offers better mileage for half the price of a Gordano. d. Buying Verity results in immense savings over the long term.
a. EZTalk offers you four times the performance of other leading brands.
88. (Scenario 10-5) If the objective of Ford is to persuade consumers to buy its cars during a special limited-time offer, which of the following advertising methods should Ford use? a. Hard-sell ads b. Fear-appeal ads c. Social anxiety ads d. Repetition ads
a. Hard-sell ads
85. (Scenario 10-4) In ad #4, which type of ads are the marketers using to appeal to consumers? a. Social anxiety ads b. Humor ads c. Fear-appeal ads d. Sex-appeal ads
a. Social anxiety ads
52. Which of the following is a characteristic of feel-good ads? a. They work through affective association or predecision distortion. b. They have the advantage of looking like an entertainment show. c. They create and then offer solutions for feelings of anxiety. d. They have significant legal/regulatory exposure.
a. They work through affective association or predecision distortion.
1. The concept of message strategy refers to both objectives and methods—what you want to do, and how you want to plan it. a. True b. False
a. True
10. Comparison ads are rarely seen outside the United States due to cultural customs or legal restrictions of other nations. a. True b. False
a. True
11. Commercials that show ordinary people being stopped on the street to comment on a product are employing a type of average-user testimonial. a. True b. False
a. True
12. An infomercial has the advantage of looking like an entertainment show, when it's really an ad. a. True b. False
a. True
13. An advertorial is an ad that is designed to look just like a newspaper article. a. True b. False
a. True
15. Feel-good ads sometimes focus on certain aspects of a product in order to get consumers not to think about some negative things related to it. a. True b. False
a. True
16. There is evidence that feeling-based ads can do better than thought-based ads in the more cluttered media environment. a. True b. False
a. True
2. Advertisers promote brand recall through repetition and memory aids. a. True b. False
a. True
20. A big advantage of sex-appeal ads is that they get high levels of attention. a. True b. False
a. True
23. Social anxiety advertising utilizes the fact that people want to change their behavior after having worried about something. a. True b. False
a. True
25. Social roles—mothers, fathers, romantic partners—and the consumer's inadequacies and worries about fulfilling them, are used in selling products. a. True b. False
a. True
28. Image ads tend to generate fewer consumer counterarguments when compared to other types of ads. a. True b. False
a. True
29. A brand messaging professional should ensure that the brand is placed in the right social setting in order for it to have a social meaning tied to it. a. True b. False
a. True
3. Promoting brand recall is the simplest type of advertising. a. True b. False
a. True
44. The main objective of hard-sell messages is to: a. create a sense of urgency so that consumers will act quickly. b. highlight a consumers inadequacy within the context of a social role. c. create in the consumer a pleasant and memorable association with the brand. d. highlight the risk of harm or negative consequences of not using the advertised brand.
a. create a sense of urgency so that consumers will act quickly.
94. (Scenario 10-6) Target managers decide to run magazine ads with very few words, focusing on visuals of the Target logo (the recognizable red ball) and high-end goods sold in their stores. Target is attempting to use an efficient communication that sends a message at a glance, in the form of: a. image ads. b. demonstration ads. c. point-of-purchase ads. d. comparison ads.
a. image ads.
78. (Scenario 10-3) Ads such as Taylor's try to: a. link special attributes to a brand, either explicitly or implicitly. b. place brands in socially desirable environments. c. use comparisons to other brands to create an image. d. engage the consumer on a high cognitive level.
a. link special attributes to a brand, either explicitly or implicitly.
61. A leading car company pays to have its cars prominently featured in an upcoming movie. The advertising method used here is . a. product placement b. an infomercial c. an advertorial d. social disruption
a. product placement
83. (Scenario 10-4) In ad #3, marketers list a number of product benefits intended to persuade consumers to buy Adidas products. This is an example of: a. reason-why advertising. b. social anxiety advertising. c. transformational advertising. d. top-of-mind advertising.
a. reason-why advertising.
77. (Scenario 10-3) Which of the following is an accurate description of the objective that the Taylor ad was trying to achieve? a. As a feel-good ad, it was trying to increase brand recall. b. As a USP ad, it was trying to connect a specific characteristic with the brand. c. As a feel-good ad, it was trying to transform a consumption experience. d. As a USP ad, it was trying to increase brand recall.
b. As a USP ad, it was trying to connect a specific characteristic with the brand.
89. (Scenario 10-5) If the objective of Ford is to demonstrate that its newest line of cars is superior to that of a strong competitor, which of the following methods should Ford use? a. Demonstration ads b. Comparison ads c. Reason-why ads d. Point-of-purchase ads
b. Comparison ads
17. Humorous versions of advertisements usually prove to be more persuasive than non-humorous versions of the same ad. a. True b. False
b. False
18. For humor ads to be successful, they must focus on getting the audience to laugh rather than emphasizing the product or brand. a. True b. False
b. False
19. Sex-appeal ads can be used to get attention, but not to create a brand image. a. True b. False
b. False
21. Fear-appeal ads can be successfully used in almost all product categories. a. True b. False
b. False
93. (Scenario 10-6) Target managers feel that their potential customers, who are now shopping in department stores, must be persuaded to visit Target stores by recognizing the unique image, positive significance, and social meaning for their brand. Several methods might be used, but which of the following would be least effective in accomplishing this objective? a. Slice-of-life b. Hard-sell c. Fear-appeal d. Image ads
b. Hard-sell
64. In the context of advertising, which of the following is true of leveraging social disruption and cultural contradictions? a. It associates the brand with pleasant events. b. It is a rare advertisement strategy. c. Only conservative brands risk using this strategy. d. All brands that use this strategy get assured success.
b. It is a rare advertisement strategy.
87. (Scenario 10-5) In addition to promoting environment-friendly cars, Ford is now trying to market its cars as universal ones that can be used in markets throughout the world. The company is utilizing the phrase, "One Ford" in conjunction with the campaign and is hoping that consumers will begin to recognize Ford as the number one global auto-maker. Assuming this is an attempt at a unique selling proposition, which of the following is an implication of this method? a. It is a short-term commitment. b. It is very efficient once a clear link has been established. c. It is not resistant to competitive challenge. d. It allows you to switch strategies, and the strategies will continue to be effective.
b. It is very efficient once a clear link has been established.
49. theory suggests that consumers rely on opinions or testimonials from people they consider similar to themselves, rather than on objective product information. a. Equity b. Reference group c. Maslow's d. Brand loyalty
b. Reference group
72. (Scenario 10-1) If PepsiCo wanted to depict an ideal usage situation for its brand, what would be the best choice of advertising for the company to use? a. Reason-why ads b. Slice-of-life ads c. Testimonials d. Social anxiety ads
b. Slice-of-life ads
62. Slice-of-life ads are typically produced when an advertiser wants to: a. promote brand recall. b. change behavior by inducing anxiety. c. give the brand social meaning. d. gain recognition through brand name repetition.
c. give the brand social meaning.
79. (Scenario 10-3) The Taylor ad focuses on the time it takes to produce a quality guitar. Based on the functions and strengths of USP, the ad would not have been as effective if the: a. visual was less eye-appealing. b. copy attempted to address four or five desirable attributes. c. visual was a drawing rather than a photograph. d. copy focused on a different attribute, such as sound.
b. copy attempted to address four or five desirable attributes.
51. In the relationship between thought and feelings, feelings are: a. less powerful than thoughts. b. expressed in a more primitive way than thoughts. c. generated from the same system as thoughts. d. slower than thoughts.
b. expressed in a more primitive way than thoughts.
38. Repetition is a tried-and-true way of: a. posing one or more logical arguments to an engaged consumer. b. gaining easier retrieval of brand names from consumer's memory. c. demonstrating a brand's ability to satisfy consumers by comparing its features to those of competitive brands. d. leveraging the propensity for humans to distort information in the favor of liked brands without knowing they are doing so.
b. gaining easier retrieval of brand names from consumer's memory.
58. Several ads for lingerie, jeans, and perfume in a sophisticated fashion magazine provide instances in which a sex- appeal message is successfully used. The ads are successful because the: a. right model is chosen. b. product is appropriate. c. image approach is used. d. brand is bought for emotional reasons.
b. product is appropriate.
74. (Scenario 10-2) Old Navy intends to air its comedic advertisements of popular products primarily on its website and various social media outlets. The company believes that because consumers spend so many hours using these forms of media, their ads will be seen frequently by the consumers. Through this strategy, Old Navy is using: a. product placement. b. repetition. c. infomercials. d. testimonials.
b. repetition.
53. When an advocacy position is taken by a spokesperson in an advertisement, it is known as a(n) ad. a. transformational b. testimonial c. feel-good d. image
b. testimonial
84. (Scenario 10-4) Ad #2 features a statement from a satisfied consumer. The company hopes this customer's opinion of the product will persuade others to buy its shoes. The customer has given a(n): a. affective association. b. testimonial. c. product demonstration. d. infomercial.
b. testimonial.
66. An advertiser of an established line of luxury resorts wants to make sure that the visitors have a long-term commitment with the resorts. He decides to use powerful imagery depicting happy moments that people can enjoy on visits to these resorts. He ensures that the visuals shown in these ads will be closely tied to a stay in the resorts. Through such ads, he hopes to: a. establish the resorts in a social or cultural setting. b. transform the experience of actually visiting the resorts. c. make customers recall the name of the resorts. d. create a brand image for the resorts.
b. transform the experience of actually visiting the resorts.
46. Comparison ads try to demonstrate a brand's ability to satisfy consumers by: a. showing the brand name more often to the consumers. b. weighing its features against those of competitive brands. c. linking the brand name to something memorable for the consumers. d. making the consumers associate positive feelings with the advertised brand.
b. weighing its features against those of competitive brands.
68. (Scenario 10-1) Emotional appeals in advertising are most effective when time is an insignificant element in achieving an objective. As opposed to this, which method is most appropriate when the goal involves creating a sense of urgency to purchase? a. Slice-of-life b. Fear appeal c. Hard-sell d. Anxiety
c. Hard-sell
82. (Scenario 10-4) In ad #1, the company's name and logo are at the center of the advertisement. Apparently, marketers are trying to hammer the images into consumers' heads. Target likely created the ad based on which of the following accepted concepts concerning repetition? a. Repetition is a complex form of advertising. b. Repetition is best used during direct comparison with other brands. c. Repetition is a good way of gaining easier retrieval of brand names from consumers' memory. d. Repetition advertising works well when considering the purchase of parity products.
c. Repetition is a good way of gaining easier retrieval of brand names from consumers' memory.
91. (Scenario 10-6) Which of the following should Target do in order to place its brand name more permanently in the affluent customers' memories? a. Target should make sure that the magazine ads have a positive feeling about them. b. Target should place an urgent call-to-action on each of its ads in the magazine. c. Target should place its ads in a number of pages of each issue of the magazine. d. Target should make sure that the ads are funny and a great entertainment to the customers.
c. Target should place its ads in a number of pages of each issue of the magazine.
95. (Scenario 10-6) Another magazine ad designed for Target's new campaign shows a well-dressed shopper pushing her loaded Target cart to her Jaguar, showing satisfaction in the parking lot as she spots another consumer loading Target shopping bags into her Jaguar. Which objective is this ad hoping to achieve? a. To instill brand preference b. To change the actual experience through ad visuals c. To situate the brand socially d. To change behavior by inducing anxiety
c. To situate the brand socially
67. Which type of advertising is the most sophisticated, and though difficult to pull off, can powerfully weave ad images with real-life experiences? a. Social/cultural movement b. Image c. Transformational d. Product placement
c. Transformational
37. The small list of brand names, typically five or fewer names, that comes to mind when a product or service category is mentioned is known as the . a. intersection set b. product line extension c. evoked set d. brand extension
c. evoked set
42. For advertising to work as planned, the consumer should be convinced through arguments that the advertised brand is the right choice. a. repetitive b. point-of-purchase c. persuasive d. feel-good
c. persuasive
63. A television commercial opens with young kids riding bikes in the summer heat, across empty baseball fields, on hot sidewalks, down dirt hills. They then run into the cool kitchen where the mother is waiting. The grubby kids wipe their sweaty brows, and the youngest one says, "It's hot out." The mother whisks out a box from the freezer and hands out popsicles. The kids smile, and the mother tousles their hair. This is an example of a(n) . a. transformational ad that attempts to change the consumption experience b. image ad that attempts to define a brand image c. slice-of-life ad that attempts to situate a brand socially d. demonstration ad that attempts to persuade the consumer
c. slice-of-life ad that attempts to situate a brand socially
36. The first brand name that consumers remember when a particular category of products is mentioned is said to have _____ awareness. a. evoked set b. point-of-purchase c. top of mind d. direct response
c. top of mind
80. (Scenario 10-3) Which of the following is an accurate description of the objective that the Yamaha ad was trying to achieve? a. As a humor ad, the Yamaha ad was trying to invoke a direct response. b. As a feel-good ad, the Yamaha ad was trying to create social meaning. c. As a feel-good ad, the Yamaha ad was trying to transform a consumption experience. d. As a humor ad, the Yamaha ad was trying to create a pleasant association with the brand.
d. As a humor ad, the Yamaha ad was trying to create a pleasant association with the brand.
60. Which of the following is true about fear when it is used in an advertisement? a. Fear will get a consumer to pay attention but will rarely get a consumer to take action. b. Fear is best used at very low or almost unrecognizable levels. c. Fear works best when the consumer doesn't think about the ad too much. d. Fear can work when it's believable and the ad shows a clear way out.
d. Fear can work when it's believable and the ad shows a clear way out.
69. (Scenario 10-1) Which type of ads do PepsiCo's throwback commercials represent? a. Demonstration ads b. Reason-why ads c. Comparison ads d. Feel-good ads
d. Feel-good ads
65. Which term refers to the mix of advertising and entertainment, the umbrella covering the increasingly broad spectrum of integrated ads and nontraditional IBP? a. Procter & Gamble approach b. Populist consumption c. Consumer integration d. Madison & Vine approach
d. Madison & Vine approach
47. Which of the following telecom companies would be likely to benefit from a direct comparison ad? a. GBL Inc, a company known for its pioneering designs b. Unix Inc., the company with the largest market share c. Myrna Technologies, an established leader in the market d. Newtel, a small company that has just entered the market
d. Newtel, a small company that has just entered the market
92. (Scenario 10-6) Which of the following methods would help Target's customers to recall the store's name first when they decide to go shopping? a. Testimonial ads b. Slice-of-life ads c. Humor ads d. Slogans and jingles
d. Slogans and jingles
76. (Scenario 10-2) Old Navy's newest advertisements, which feature comedic messages, are examples of: a. light-fantasy ads. b. slice-of-life ads. c. transformational ads. d. humor ads.
d. humor ads
81. (Scenario 10-3) Yamaha has created a witty ad. This method is effective only when the: a. ad is judged as funny by consumers. b. ad is understood by both children and adults. c. humor is directed at an unsuspecting consumer. d. humor is linked directly to the brand.
d. humor is linked directly to the brand.
35. The component of advertising that defines the goals of an advertiser and how those goals will be achieved is known as: a. unique selling proposition. b. transformational advertising. c. social branding. d. message strategy.
d. message strategy.
75. (Scenario 10-2) When entering an Old Navy store, customers immediately see a display that was designed to spark memories of the company's new advertisements. The display features life-sized cutouts of the actors starring in the commercials as well as a sign that contains a popular line from the ad. The display is an example of: a. transformational advertising. b. top-of-mind advertising. c. a unique selling proposition. d. point-of-purchase branding.
d. point-of-purchase branding.
39. An advertising strategy that centers on that an online user will see it many times. a. transformation b. image c. demonstration d. repetition
d. repetition
57. Research on the topic of using sex in the ad business generally confirms that sex-appeal ads can be effective when: a. more focus groups and communication tests are ordered. b. the ad produces enough "heat." c. they emphasize how one looks, feels, and smells. d. the context is appropriate.
d. the context is appropriate.