Advertising 8-9

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 1) layout. 2) trademarks. 3) illustration. 4) artwork. 5) body copy.

1

A print ad for Apple Cider Vinegar Diet used the headline, "Maybe Eve was on to something." This is an example of a(n) 1) indirect headline. 2) jingle. 3) subhead. 4) noise. 5) direct headline.

1

A professional race car driver appears in an ad advocating a particular motor oil brand. This is an example of a(n) 1) endorsement. 2) straight sell. 3) demonstration. 4) slice of life. 5) comparison.

1

A(n) ________ is something that moves people, speaks to their wants or needs, and excites their interest. 1) advertising appeal 2) creative sequence 3) creative review 4) advertising stock 5) recency sequence

1

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. 1) news 2) testimonial 3) humor 4) slice of life 5) comparisons

1

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. 1) competitive advantage 2) favorable price 3) news 4) emotional 5) product popularity

1

Colonel Sanders from KFC's ads is an example of advertising that uses a ________ in its execution technique. 1) personality symbol 2) testimonial 3) demonstration 4) behavioral appeal 5) fantasy

1

Emma has been hired to promote a membership-only genealogical website, which provides demographic information on over one billion people. She has gathered all the relevant environmental information and has studied the project closely. Meanwhile, she is also assigned another project. She decides to work on the new project and put the genealogical project completely out of her conscious mind, so that ideas can materialize in the meanwhile. Emma is in the ________ step of the creative process outlined by Graham Wallas. 1) incubation 2) illumination 3) preparation 4) revision 5) verification

1

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. 1) technical evidence 2) dramatization 3) testimonial 4) animation 5) slice-of-life

1

Jack Trout and Al Ries originally described ________ as the image consumers had of the brand in relation to competing brands in the product or service category. Question 48 options: 1) positioning 2) pricing 3) gladvertising 4) channel stuffing 5) brandjacking

1

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. 1) teaser 2) reminder 3) rational 4) transformational 5) consumer-generated

1

Leo Burnett, founder of the Leo Burnett agency in Chicago, said ________ "is often hard to find but it is always there, and once found it is the most interesting and believable of all advertising appeals." 1) inherent drama 2) image advertising 3) primacy appeal 4) refutational appeal 5) snob appeal

1

Leon is the creative director for an agency that has just been hired by a manufacturer of golfing equipment to create a new advertising campaign for the company's titanium clubs. Before developing any creative ideas, Leon reads some golfing magazines and spends time talking to friends and co-workers who play golf. These activities are part of the ________ step of the creative process outlined by Graham Wallas. 1) preparation 2) incubation 3) illumination 4) revision 5) verification

1

Leslie, creative director for Visionary Ad Agency, is observing a focus group for four-wheel-drive SUVs. Before developing the creative brief, Leslie also conducts attitude studies, positioning studies, and lifestyle research studies. In this scenario, Leslie is gathering ________ 1) product-specific preplanning input. 2) channel stuffing reports. 3) secondary internal data. 4) general preplanning input. 5) vendor lock-in data.

1

Pluto Inc., a cosmetics company, hired a well-known movie star to appear in its advertisements. The company hoped that using a celebrity would capture the attention and interest of consumers. In this scenario, the ad illustrates the application of 1) ad-to-consumer relevance. 2) brand-to-consumer relevance. 3) bait-and-switch advertising strategy. 4) inherent drama strategy. 5) brand-to-producer relevance.

1

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? 1) testimonial 2) demonstration 3) slice of life 4) scientific evidence 5) dramatization

1

The audio portion of a commercial is often presented through the use of a(n) 1) voiceover. 2) headline. 3) illustration. 4) storyboard. 5) layout.

1

The five steps in the creative process as designed by James Webb Young include 1) immersion, digestion, incubation, illumination, and verification. 2) immersion, testing, illumination, creation, and verification. 3) immersion, brainstorming, incubation, creation, and reality check. 4) preparation, brainstorming, growth, reality check, and verification. 5) preparation, incubation, immersion, illumination, and reality check.

1

Which of the following best defines fluency? 1) the ability to generate a large number of ideas around a creative idea 2) the ability to detect problems associated with the creative strategies 3) the ability to select the appropriate target market for a particular product or service 4) the extent to which an ad contains elements that are novel and different 5) the degree to which various elements of the ad are valuable to the customer

1

Which of the following is one of the five major factors identified by Robert Smith that refers to ads that contain different ideas or switch from one perspective to another? 1) flexibility 2) artistic value 3) elaboration 4) relevance 5) synthesis

1

Which of the following statements describes a potential problem associated with indirect headlines in print ads? 1) They may not be provocative enough to direct a reader's attention to the rest of the message. 2) They generate curiosity in readers, which takes attention away from the message. 3) They avoid the use of how-to statements. 4) They avoid the use of questions or provocations. 5) They are often treated as subheads.

1

A(n) ________ refers to the manner in which an advertising idea is turned into a message and presented to consumers. 1) rational appeal 2) creative execution style 3) advertising appeal 4) creative sequence 5) emotional appeal

2

According to Young's model of the creative process, the ________ step deals with gathering raw material and information through background research and getting absorbed in the problem. 1) illumination 2) immersion 3) reality 4) incubation 5) problem detection

2

According to Young's version of the stages in the creative process, which of the following is considered the final step? 1) dramatization 2) reality 3) illumination 4) digestion 5) incubation

2

According to the creative process outlined by Graham Wallas, which of the following stages deals with seeing the light or solution? 1) verification 2) illumination 3) incubation 4) dramatization 5) preparation

2

Advertising campaign themes 1) create a foundation for the incubation process of creative ad development. 2) set the direction of all of the individual ads that make up the campaign. 3) are usually developed with the intention of being used for a short period of time. 4) are typically designed by the client and implemented by the agency. 5) are usually used for ads that run in only one type of media vehicle.

2

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 1) animation with the intent of creating a personality brand. 2) dramatization with a humorous appeal. 3) demonstration with an emotional appeal. 4) straight-sell with a humorous appeal. 5) slice-of-life with a fear appeal.

2

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) ________ 1) business plan. 2) advertising appeal. 3) primacy appeal. 4) brand parity. 5) brand identity.

2

For weeks, Amy had been trying to come up with a creative approach to advertise light bulbs. One morning, a great idea for a creative light bulb advertising campaign just seemed to pop into her head. She picked up a note pad and wrote down her thoughts. In terms of the creative process outlined by Graham Wallas, Amy experienced the ________ step. 1) immersion 2) illumination 3) incubation 4) revision 5) verification

2

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? 1) comparisons 2) testimonial 3) slice of life 4) demonstration 5) humor

2

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. 1) reminder, teaser, and informational 2) concept, content, and commerce 3) emotional, transformational, and commerce 4) emotional, informational, and transformational 5) emotional, teaser, and transformational

2

Straight-sell message executions are commonly used with ________ advertising appeals. 1) emotional 2) informational 3) humor 4) teaser 5) transformational

2

The "Got Milk?" campaign, which has been running for nearly two decades, was developed to achieve ________, or the ability to generate a variety of messages around a creative idea. 1) synthesis 2) fluency 3) divergence 4) artistic value 5) originality

2

The ________ step of Young's creative process model deals with putting the problems out of one's conscious mind and turning the information over to the subconscious to do the work. 1) immersion 2) incubation 3) problem detection 4) reality 5) illumination

2

The ________ step of Young's creative process model deals with studying the idea to see if it still looks good or solves the problem; then shaping the idea to practical usefulness. 1) preparation 2) verification 3) immersion 4) incubation 5) digestion

2

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 1) testimonial technique. 2) dramatization technique. 3) fear technique. 4) personality symbol technique. 5) scientific evidence technique.

2

The verification and revision stage of the creative process evaluates ideas generated during the ________ stage and gives them final expression. 1) incubation 2) illumination 3) dramatization 4) digestion 5) preparation

2

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) 1) story line. 2) subhead. 3) jingle. 4) noise. 5) indirect headline.

2

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 ________ 1) reminder advertising. 2) user-generated content. 3) transformational advertising. 4) teaser advertising. 5) rational advertising.

2

Which of the following creativity combinations is the least effective, as it relates to sales uplift relative to average effectiveness? 1) originality and elaboration 2) flexibility and artistic value 3) elaboration and artistic value 4) originality and synthesis 5) flexibility and synthesis

2

Which of the following is true of reminder advertising? 1) It is not applicable for generic consumer products. 2) It is used to create top-of-mind awareness among consumers. 3) It is also known as emotional advertising. 4) It attempts to assign a personality to the brand. 5) It generally uses a transformational approach to advertising.

2

Which of the following statements about the relevance of ads is true? 1) Relevance is best defined as the extent to which an ad contains elements that are novel, different, or unusual. 2) Relevance reflects the degree to which an advertisement provides information or an image that is pertinent to the brand. 3) Brand-to-consumer relevance refers to situations in which the ad contains execution elements that are meaningful to consumers. 4) Ad-to-consumer relevance refers to situations in which the advertised brand of a product or service is of personal interest to consumers. 5) Brand-to-consumer relevance could be achieved through making use of celebrities with whom consumers identify.

2

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. 1) rational 2) transformational 3) reminder 4) consumer-generated 5) teaser

3

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. 1) competitive advantage 2) product popularity 3) news 4) emotional 5) favorable price

3

A print ad for flood insurance lists 20 reasons why every homeowner should have flood insurance. This is an example of ________ advertising. 1) teaser 2) comparative 3) straight-sell 4) testimonial 5) transformational

3

According to Young's and Graham Wallas's versions of the stages in the creative process, the first step involves which of the following? 1) verification 2) incubation 3) preparation 4) illumination 5) perception

3

According to the creative process outlined by Graham Wallas, which of the following stages deals with refining and polishing the idea and seeing if it is an appropriate solution? 1) preparation 2) illumination 3) verification 4) incubation 5) dramatization

3

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. 1) consumer-generated 2) informational 3) transformational 4) rational 5) reminder

3

An ad for a medication that helps people undergoing chemotherapy feel more energetic shows a grandfather sorrowfully wishing he could participate in his grandson's birthday party. Subsequently, the scene switches to the birthday party and shows the grandfather feeling energetic and vibrant after taking the medication. This ad is an example of ________ 1) a buzz appeal. 2) the WOM approach. 3) the inherent drama approach. 4) a snob appeal. 5) bait-and-switch advertising.

3

An idea develops during the ________ step of Young's creative process model. 1) originality 2) verification 3) illumination 4) immersion 5) reality

3

At what stage of the creative process are various ideas evaluated and refined before actually being used? 1) incubation 2) verdict 3) verification 4) preparation 5) illumination

3

Bubble Inc., a chewing gum manufacturer, specifically targets children in its advertisements. In its latest advertisement, the company indicates that Bubble is the only chewing gum that lets you blow "massive" bubbles that won't stick to your face. This statement represents the brand's 1) intent scale translation. 2) unique selling language. 3) unique selling proposition. 4) incomplete comparison. 5) surrogate advertising strategy.

3

CL Inc., a manufacturer of maternity clothes for businesswomen, wishes to launch a new advertising campaign. In order to obtain a better idea about the clothes worn by pregnant women, the creative team visits obstetricians' offices and maternity shops at the mall to gain some information. These visits are most likely a part of the ________ step of the creative process as outlined by Graham Wallas. 1) revision 2) verification 3) preparation 4) incubation 5) illumination

3

Douglas took a survey on dill pickles. He was asked questions about what he liked and disliked about dill pickles, when and where he usually ate the pickles, and to list and rate all the brands of dill pickles that he could recall. He was asked his opinion on packaging and on the characteristic taste of the pickles, and what he disliked about all these aspects. The survey was conducted by an ad agency to help develop a creative strategy for dill pickles. If there were several people surveyed besides Douglas, we can assume he was participating in a(n) ________ study. 1) perceptual mapping 2) market profiling 3) problem detection 4) incomplete comparison 5) general preplanning input

3

The ________ is considered the heart of a print ad but is often difficult to get readers to attend to. 1) headline 2) logo 3) body copy 4) subhead 5) visual

3

The content in an advertisement that emphasizes facts, learning, and the logic of persuasion makes use of a(n) ________ appeal. 1) emotional 2) subliminal 3) informational 4) transformational 5) irrational

3

The use of an actor's voice for reading poetry in a series of automobile commercials is an example of a 1) tagline. 2) subtextual message. 3) voiceover. 4) talking jingle. 5) needledrop.

3

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? 1) slice of life 2) demonstration 3) imagery 4) comparison 5) animation

3

To make a creative layout of a commercial more realistic, a(n) ________ may be produced by making a videotape of the storyboard along with an audio soundtrack. 1) mnemonic 2) copy platform 3) animatic 4) heuristic 5) snipe

3

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. 1) teaser 2) rational 3) reminder 4) consumer-generated 5) transformational

3

What is the main portion of text in a print ad called? 1) illustration 2) storyboard 3) body copy 4) subhead 5) story line

3

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. 1) slice-of-life 2) demonstration 3) testimonial 4) dramatization 5) animation

3

When an advertiser cites technical information, such as the results of laboratory studies, in an advertisement, a(n) ________ style of execution is being used. 1) dramatization 2) testimonial 3) scientific evidence 4) slice-of-life 5) animation

3

Which of the following best assist an organization in the preparation, incubation, and illumination stages of the creative process? 1) viewer reaction profiles 2) message communication studies 3) product-specific preplanning inputs 4) bait-and-switch techniques 5) portfolio tests

3

Which of the following is a major determinant of creativity that reflects the degree to which various elements of an ad are meaningful, useful, or valuable to the consumer? 1) risk aversion 2) divergence 3) relevance 4) illumination 5) delusion

3

Which of the following statements is true of feature appeals? 1) They are used mainly for low-involvement products. 2) They can be used for advertising a product but not a service. 3) They present attributes that can be the basis of rational purchase decisions. 4) They are used primarily for nontechnical products. 5) They point out the number of consumers who have switched to a particular brand.

3

________ advertising attempts to make the experience of using a product or service richer, warmer, or more exciting. 1) Teaser 2) Reminder 3) Transformational 4) Rational 5) Informational

3

________ are catchy songs about a product or service that usually carry the advertising theme and a simple message. 1) Voiceovers 2) Needledrops 3) Jingles 4) Headlines 5) Taglines

3

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? 1) testimonial 2) emotional 3) humorous 4) slice of life 5) dramatization

4

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. 1) emotional 2) endorsement 3) demonstration 4) slice-of-life 5) dramatization

4

A(n) ________ is a series of drawings used to present the visual plan or layout of a commercial along with a description of the audio for each scene. 1) heuristic 2) trailer 3) animatic 4) storyboard 5) mnemonic

4

According to D'Arcy Masius Benton & Bowles's universal advertising standards, which of the following is true of a power idea? 1) It must always have reference to the final execution. 2) It must avoid being described in simple words or phrases. 3) It must avoid centering the ad on consumer benefits. 4) It must revolve around the clinching benefit. 5) It must always use inherent drama while portraying the advertisement.

4

According to the creative process outlined by Graham Wallas, which of the following stages deals with gathering background information needed to solve the problem through research and study? 1) dramatization 2) illumination 3) verification 4) preparation 5) incubation

4

According to the creative process outlined by Graham Wallas, which of the following stages deals with getting away from the problem and letting ideas develop? 1) dramatization 2) verification 3) illumination 4) incubation 5) preparation

4

According to the work of sociologist Graham Wallas, the four-step approach to the creative process includes 1) preparation, immersion, creation, and verification. 2) immersion, brainstorming, creation, and reality check. 3) immersion, incubation, illumination, and creation. 4) preparation, incubation, illumination, and verification. 5) preparation, illumination, creation, and verification.

4

Advertising appeals that focus on functional or utilitarian needs and emphasize product features and benefits are known as ________ appeals. Question 56 options: 1) fear 2) noncognitive 3) emotional 4) informational 5) creative

4

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. 1) popularity 2) news 3) favorable price 4) feature 5) emotional

4

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 aappeal. 1) fear 2) recency 3) popularity 4) feature 5) favorable price

4

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) 1) recency appeal. 2) fear appeal. 3) emotional appeal. 4) rational appeal. 5) primacy appeal.

4

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. 1) favorable price 2) fear 3) recency 4) popularity 5) feature

4

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? 1) demonstration 2) endorsement 3) testimonial 4) slice of life 5) reminder

4

An advertising execution technique that relies on a straightforward presentation of information about a product or service is called a(n) 1) testimonial. 2) dramatization. 3) animation of key benefits approach. 4) factual message. 5) demonstration.

4

An advertising execution technique used by business-to-business marketers depicting the negative consequences of making incorrect purchase decisions is referred to as 1) a response-stimuli execution. 2) slice-of-life advertising. 3) a problem-solution execution. 4) slice-of-death advertising. 5) informational advertising.

4

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. 1) script 2) storyboard 3) animatic 4) jingle 5) layout

4

The Visionaries, an advertising agency in Boston, is testing a creative idea for a new commercial before moving ahead with the production. To make the test more realistic, it wants to test both the visual layout of the commercial as well as the audio of the message. In which of the following forms should the commercial be tested? 1) snipe 2) storyboard 3) mnemonic 4) animatic 5) heuristic

4

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. 1) fantasy 2) personality symbol 3) comparison 4) scientific/technical evidence 5) testimonial

4

When BMW communicates that its car is "the ultimate driving machine," which transcends and helps differentiate its entire product line, it is using the concept of ________ as a basis for advertising strategy. 1) sustainable competitive advantage 2) unique selling proposition 3) image 4) positioning 5) inherent drama

4

Which of the following is one of the five major factors identified by Robert Smith that refers to ads that contain unexpected details or finish and extend basic ideas so they become more intricate, complicated, or sophisticated? 1) flexibility 2) synthesis 3) originality 4) elaboration 5) artistic value

4

Which of the following is true of the concept of the unique selling proposition (USP)? 1) The concept states that a product's attribute claim must be excluded from advertising. 2) The concept of USP must be used only for C2C advertising. 3) USP usually mirrors the concept of bait-and-switch advertising. 4) USP must be emphasized through repetitive advertising. 5) The concept of USP is applicable only for B2B advertising.

4

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? 1) slice of life 2) testimonial 3) imagery 4) dramatization 5) animation

4

Which of the following stages of the creative process includes a highly formal and extensive pretesting of the ad before a final decision on the ad is made? 1) incubation 2) preparation 3) digestion 4) verification 5) illumination

4

Work plan is another name given to the ________ 1) account planning process. 2) creative channel. 3) campaign theme. 4) creative brief. 5) advertising message.

4

________ 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. 1) Rational 2) Reminder 3) Informational 4) Teaser 5) Consumer-generated

4

________ 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. 1) Video advertising 2) Display advertising 3) Digital advertising 4) Native advertising 5) Interactive advertising

4

________ 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. 1) Demonstration 2) Comparative advertising 3) Slice of life 4) Imagery 5) Animation

4

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. 1) news 2) favorable price 3) product popularity 4) emotional 5) competitive advantage

5

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? 1) informational advertising 2) problem-solution execution 3) slice-of-life advertising 4) reminder execution 5) slice-of-death advertising

5

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? 1) dramatization 2) comparison 3) testimonial 4) slice-of-life 5) scientific evidence

5

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? 1) testimonial 2) scientific evidence 3) comparison 4) straight sell 5) demonstration

5

Bensons Inc., a retail store in Houston, launches an ad campaign featuring the interiors of its stores. The stores are shown to be lit by crystal chandeliers and feature several salespeople wearing tail-coats. The ads also contain the slogan "Be treated like royalty, while you shop in comfort." The development of a strong, memorable "royal" identity by Bensons is an example of: 1) drama advertising. 2) bait-and-switch advertising. 3) guerilla advertising. 4) refutational appeal. 5) image advertising.

5

Fly High Airlines, an Australian airline, rebranded itself by using a kangaroo wearing a hat in its logo. Since the kangaroo is a significant cultural symbol in Australia, the company hoped that associating itself with such a national icon would enhance its popularity. Subsequently, the company also launched an ad campaign for the Save the Kangaroo Foundation. In this scenario, Fly High Airlines was using 1) guerilla marketing. 2) buzz marketing. 3) trojan horse advertising. 4) bait-and-switch advertising. 5) image advertising.

5

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 1) demonstration advertising execution technique. 2) use of ambassadors in the execution of ads. 3) use of testimonials in the execution of ads. 4) testimonial advertising execution technique. 5) use of personality symbols in the execution of ads.

5

Richard participated in a study conducted by an advertising agency. During his interview, he was asked to gauge the services provided by a regional airline on the basis of his experiences and what others had told him. The interviewer asked Richard specific questions about the food, the seating arrangements, the ease with which he entered and exited the plane, and the service provided by the flight attendants. The advertising agency used the research data to develop the creative strategy. In this scenario, Richard provided the agency with 1) secondary external data. 2) secondary internal data. 3) switch marketing inputs. 4) buzz marketing research. 5) product-specific preplanning inputs.

5

The ________ step of Young's creative process model deals with taking the information, working it over, and wrestling with it in the mind. 1) verification 2) reality 3) incubation 4) immersion 5) digestion

5

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. 1) secondary 2) rational 3) indirect 4) tertiary 5) direct

5

Tiffany is the creative director of an ad agency. The agency has just been hired to develop a promotional campaign for a company that produces exercise videos for women. As part of her preparation for developing a creative strategy, Tiffany reviews some studies conducted on the overall fitness and exercise market, as well as a report on the changing roles of women in society. This information is part of 1) focus group studies. 2) ethnographic research input. 3) problem detection studies. 4) illumination studies. 5) general preplanning input.

5

Which of the following statements is true of teaser advertisements? 1) They depend on emotional bonding to generate publicity. 2) They focus on the transformational appeal of a product. 3) They do not work well when used for a short period of time. 4) Marketers should avoid rational appeals while creating them. 5) Marketers must be careful not to use them too long.

5

With respect to the five factors identified by Robert Smith and his colleagues that account for the ways divergence can be achieved in advertising, the factor that deals with ads that contain attractive shapes and colors is referred to as 1) flexibility. 2) originality. 3) illumination. 4) synthesis. 5) artistic value.

5

________ 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. 1) Testimonials 2) Slices-of-life situations 3) Fantasies 4) Demonstrations 5) Personality symbols

5

________ is a process that involves conducting research and gathering all relevant information about a client's product or service, brand, and consumers in the target audience. 1) Storyboarding 2) Production scheduling 3) Copywriting 4) Media planning 5) Account planning

5

________ 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. 1) Stock photo 2) Voiceover 3) Jingle 4) Beat music 5) Needledrop

5