MKT 3305 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

Match each type of digital ad in the first column with its primary goal in the second column.

Concept - Creating awareness and interest. Content - Increasing knowledge or understanding of a product or service. Commerce - Getting consumers to make a purchase.

Slice-of-life ads make use of more excitement and suspense in telling a story when compared to the dramatization style of execution.

False

Techniques for writing direct headlines include using questions, provocations, how-to statements, and challenges.

False

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

False

When SKYY Spirits extended its product line and chose to use ads that were consistent with the core brand equity base of SKYY, they were addressing which of the following basic questions for evaluating creative approaches?

Is the creative approach consistent with the brand's marketing and advertising objectives?

Which of the following statements is true of the evaluation of creative output?

It is important that an ad communicate information, attributes, features, benefits, and/or images that give consumers a reason to buy the brand.

________ are often done in rough form and presented to the client for approval before the more costly stages of print production.

Layouts

Which of the following serves as a unique and powerful advertising medium that contains the elements of sight, sound, and motion that can be combined to create an array of advertising appeals and executions?

Television

______ is the main text portion of a print advertisement.

The body copy

A print ad that appears in Car and Driver magazine contains details of the advertised car's body, structure, mileage, etc. It employs a rational appeal.

True

Advertising appeals and executions are usually independent of each other.

True

The ad for the Mach3 Sensitive razor that suggests it will make your lady love your face even more is an example of a straight-sell advertising execution.

True

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

Using questions

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

are entertaining

A headline's most important purpose is ______.

attracting readers' attention

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

brand manager

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

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

creative specialist

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

dramatization

The objective of dramatization is to

draw a viewer into the action it presents

In its advertising campaign, a charitable organization uses a photo of a small, malnourished child whose bones are clearly visible under his skin. In the photo, the child sits huddled in a fetal position. A vulture sits, waiting, in the background. Which of the following kinds of advertising appeal is the organization using?

emotional appeal

Subheads are commonly used to ______.

enhance readability

Essentially, television is an ______ medium.

entertainment

A recent print ad for Venus Shoes featured pictures of sports shoes in various colors along with the tagline "Let's run." Which of the following advertising execution styles did Venus use?

imagery

Which term means a catchy song about a product or service that usually carries the advertising theme and a simple message?

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

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

master recording

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

musical composition

Success Advertising is creating a radio commercial for Sunshine Sundries. Because the commercial will run several times a day and to stay in budget, they selected music from a prefabricated, multipurpose play list that will be paid for on a one-time basis. Success Advertising has chosen to use a

needledrop.

Bea Inc. manufactures a new soap called "Honeydew," targeted specially toward people with sensitive skin. Which of the following types of advertising appeals should Bea use to announce the launch of the soap?

news appeal

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

The phase of development of an ad that includes all the work and activities that take place before the actual shooting or recording of a commercial is referred to as the ______.

preproduction stage

The print ad of a communications network provider features a collage of people with smiling faces that reads "10 million happy customers around the world." This is an example of a(n)

product/service popularity appeal.

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

production stage

Sunshine Sundries has been working with Success Advertising to build brand awareness by keeping the Sunshine brand name in front of consumers. Success has set up a series of online banner ads to foster greater awareness. This type of appeal is called

reminder advertising.

Benjamin asks Jim to prepare a detailed description of the video and audio content for a television commercial. In other words, Jim has been asked to write 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

Direct headlines commonly include ______.

specific benefits

Pluto Inc. interviewed a few of its customers regarding their experience of using Pluto shampoos and conditioners. These interviews were filmed and used in making its commercials. Which of the following advertising execution styles did Pluto use?

testimonial

When Jenny Craig uses television commercials and print ads featuring ordinary consumers and celebrities discussing how they have been able to lose weight using the company's programs, it is using a ________ execution.

testimonial

Critics of online advertising argue that ______.

there is too much focus on banner ads

GC Inc., a toothpaste manufacturer, launches an ad campaign that portrays the idea that using GC's CloseUp toothpaste increases a person's attractiveness and he/she becomes more "kissable." In this ad, GC uses

transformational advertising.

Intel recently approached many customers and individuals chosen at random to participate in making its ads. People were asked to sing the Intel jingle in their own unique style. Those interested could also create their ads personally and post them on the Intel website, some of which were also aired on television. In this scenario, Intel used

user-generated advertising.