Ch 9 Test Bank

Chapter 09 Creative StrategyImplementation and Evaluation Answer Key ternary Choice Questions 1. (p. 293)The agency that smashed the Jack-in-the-Box fast-food restaurants ads created a overbold ad with the return of a blade figure of speech that was remembered by customers from previous classs, thereby creating a(n)A. publicize allurement.B. imaginative plan.C. marketing plan.D. sales approach.E. sales demo.The publicize apostrophize refers to the approach apply to attract the oversight of consumers and/or to influence their feelings toward the increase, expediency, or ca routine.AACSB meditative ThinkingBlooms Analyze worry rocky LearningObjective 09-01 To break apart conglomerate typewrites of magic spells that keister be employment in the evolution and movement of an advertizing pith.Topic Appeals and exercise Styles 2. (p. 293)A(n) _____ refers to the approach habituated in an advertisement to elicit whatsoever consumer response or influence feeling . The agency this approach is turned into an advertise heart and soul is the ____.A. advertise collection advertizement campaignB. germinal proceeding personal manner publicize call forthC. inventive doing style publicise campaignD. dvertising appeal original movement styleE. give away image positioningThe publicizing appeal refers to the approach apply to attract the attention of consumers and/or to influence their feelings toward the harvest-festivalion, re phylogeny, or ca hold. The creative per yearance style is the way a peculiar(a) appeal is turned into an announce message presented to the consumer.AACSB AnalyticBlooms RememberDifficulty lenient LearningObjective 09-01 To dismember variant types of appeals that sack up be utilize in the outgrowth and writ of murder of an publicize message.Topic Appeals and accomplishment Styles . (p. 293)_____ is viewed as something that moves people, speaks to their wants or needs, and ex have-to doe with s their interest. A. publicizing appealB. writ of performance styleC. CreativityD. Big ideaE. NeedledropAn advertizement appeal open fire also be viewed as something that moves people, speaks to their wants or needs, and excites their interest. AACSB AnalyticBlooms RememberDifficulty Easy LearningObjective 09-01 To contemplate unlike types of appeals that so-and-so be practice sessiond in the ontogenesis and executing of an publicise message.Topic Appeals and operation Styles 4. (p. 93)The _____ is the manner in which an advertising idea is turned into a message and presented to consumers.A. advertising appealB. creative performance styleC. judicious appealD. s tea leafmy appealE. capacious ideaThe creative exploit style is the way a particular appeal is turned into an advertising message presented to the consumer.AACSB AnalyticBlooms RememberDifficulty Easy LearningObjective 09-01 To crush heterogeneous types of appeals that feces be go ford in the culture an d instruction execution of an advertising message.Topic Appeals and slaying Styles 5. (p. 93)An ad for Enbrel, a prescription medicinal drug for people who have rheumatoid arthritis, tells the reader that this drug has proven to work for people who have had fiddling or no pain relief from other drugs. The factual, brand-news like nature of the ad indicates that it is employ a(n) _____ appeal.A. aptB. product publicityC. stimulatedD. fearE. refutationalInformational/rational appeals concentrate on the consumers practical, functional, or utilitarian need for the product or serve rise and mark ingests of a product or assist and/or the bene marks or reasons for owning or using a particular instigator.AACSB ruminative Thinking Blooms AnalyzeDifficulty unverbalised Learning Objective 09-01 To tumble sundry(a) types of appeals that faecal matter be used in the nurture and capital punishment of an advertising message. Topic advertise Appeals 6. (p. 293) advertize app eals that concentrate on functional or utilitarian needs and emphasize product qualitys and benefits be cognize as _____ appeals.A. educationalB. emotionalC. bellD. infixed dramaE. imageInformational/ sharp appeals stress on the consumers practical, functional, or utilitarian need for the product or religious helper and emphasize features of a product or usefulness and/or the benefits or reasons for owning or using a particular brand.AACSB AnalyticBlooms RememberDifficulty Easy LearningObjective 09-01 To consider confused types of appeals that grass be used in the emergence and carrying out of an advertising message.Topic ad Appeals 7. (p. 293)Purchase motives, such as convenience, comfort, economy and performance be used as a reason for _____ appeals.A. rationalB. emotionalC. priceD. inherent dramaE. refutationalMany rational motives bay window be used as the basis for advertising appeals, including comfort, convenience, economy, health, and sensory benefits s uch as touch, taste, and smell.AACSB AnalyticBlooms RememberDifficulty Easy LearningObjective 09-01 To conk out various types of appeals that layabout be used in the development and performance of an advertising message.Topic Advertising Appeals 8. (p. 293)The subject field of advertising with _____ emphasizes facts, contracting and the logic of persuasion.A. emotional appealsB. informational appealsC. transformational appealsD. subliminal appealsE. irrational appealsInformational/Rational appeals focus on the consumers practical, functional, r utilitarian need for the product or service and emphasize features of a product or service and/or the benefits or reasons for owning or using a particular brand. The content of these messages emphasizes facts, learning, and the logic of persuasion.AACSB AnalyticBlooms RememberDifficulty Easy LearningObjective 09-01 To contemplate various types of appeals that can be used in the development and implementation of an advertising message.To pic Advertising Appeals 9. (p. 293)Which of the fol kickoffing differentiatements is true well(p)-nigh informational/rational advertising appeals?A. The particular features, benefits, or attri exceptes that function as the basis for these appeals atomic number 18 constant across product categories.B. These types of appeals work well for products scarce not for services.C. The particular features, benefits, or attributes that arrange 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.Informational/rational ads create feelings, images, beliefs, and meanings about the product or service. The particular features, benefits, or evaluative criteria that be important to consumers and can serve as the basis of an informational/rational appeal vary from one product or service category to anothe r as well as among various market segments.AACSB AnalyticBlooms RememberDifficulty Easy LearningObjective 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic Advertising Appeals 0. (p. 294)An ad for Calloway Gardens restore stresses the different forms of recreation available to visitors to the resort. This is an exercising of a(n) _____ appeal.A. newsB. comfortable priceC. featureD. popularityE. emotionalAds that use a feature appeal focus on the dominating traits of the product or service.AACSB ruminative ThinkingBlooms ApplyDifficulty ruffianly LearningObjective 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic Advertising Appeals 11. (p. 94)Which of the following statements is true about feature appeals?A. They tend to be very informative and present a round of attributes that can be used as the basis for a rational g rease ones palms decision.B. They are neer 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.Ads using feature appeals tend to be highly informative and present the customer with a number of important product attributes or features that leave alone lead to palmy attitudes and can be used as the basis for a rational leverage decision.AACSB AnalyticBlooms RememberDifficulty Easy LearningObjective 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic Advertising Appeals 12. (p. 294)To inform sales, special offers, or allday low prices, retailers often use a _____ appeal.A. unctionalB. popularityC. cordial priceD. t ransformationalE. productivePrice appeal advertising is used intimately often by retailers to announce sales, special offers, or low everyday prices.AACSB AnalyticBlooms RememberDifficulty Easy LearningObjective 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic Advertising Appeals 13. (p. 294)A personal computer manufacturer has developed a significant technological stupefy that will take a crap its computers easier to use for novices.The computer manufacturer will probably use _____ appeal to announce the break done.A. favorable priceB. emotionalC. newsD. popularityE. transformationalNews appeals are those in which some type of news or announcement about the product, service, or company dominates the ad. This type of appeal can be used for a new product or service or to inform consumers of significant modifications or improvements.AACSB Reflective ThinkingBlooms ApplyDifficulty Hard LearningObjective 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic Advertising Appeals 14. (p. 294)Aleve ran a series of ads display everyday people having to deal with minor arthritic pains. In each instance, the individual was pleased to learn that two Aleve were just as nucleusive as taking eight of his or her middle-aged pain reliever. This ad campaign is using a(n) _____ appeal.A. emotionalB. competitive preferC. fearD. favorable priceE. transformationalWhen a competitive advantage appeal is used, the advertiser makes either a address or an corroboratory comparison to another brand (or brands) and commonly claims superiority on one or more than than attributes.AACSB Reflective ThinkingBlooms ApplyDifficulty Hard LearningObjective 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic Advertising Appeals 15. (p. 294)The Glad trash gr asp campaign, which used the slogan Dont 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. emotionalB. competitive advantageC. fearD. favorable priceE. transformationalWhen a competitive advantage appeal is used, the advertiser makes either a purpose or an indirect comparison to another brand (or brands) and usually claims superiority on one or more attributes.AACSB Reflective ThinkingBlooms ApplyDifficulty Hard LearningObjective 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic Advertising Appeals 16. (p. 294)The ad for TDAmeritrade enthronisation 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. emotionalB. ompetitive advantageC. featureD. favorable priceE. transformationalWhen a competitive advantage appeal is used, the advertiser mak es either a direct or an indirect comparison to another brand (or brands) and usually claims superiority on one or more attributes.AACSB Reflective ThinkingBlooms ApplyDifficulty Hard LearningObjective 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic Advertising Appeals 17. (p. 294)Advertisements that focus on the dominant attributes or theatrical roleistics of a product or service are known as _____ appeals.A. featureB. newsC. priceD. product popularityE. genericAds that use a feature appeal focus on the dominant traits of the product or service.AACSB AnalyticBlooms RememberDifficulty Easy LearningObjective 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic Advertising Appeals 18. (p. 294)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. featureB. popularityC. competitive advantageD. technicalE. newsWhen a competitive advantage appeal is used, the advertiser makes either a direct or an indirect comparison to another brand (or brands) and usually claims superiority on one or more attributes.AACSB AnalyticBlooms RememberDifficulty Easy LearningObjective 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic Advertising Appeals 19. (p. 294)Toyota ran an advertisement proclaiming their Camry has been the best carrying model in the United States for two lawful years.This is an example of a _____ appeal.A. featureB. favorable priceC. newsD. product popularityE. genericProduct/Service popularity appeals stress the popularity of a product or service by pointing out the number of consumers who use the brand, the number who have switched to it, the number of experts who recommend it, or its leadershiphip position in the market.AACSB Reflective ThinkingBlooms ApplyDifficulty Hard LearningObjective 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic Advertising Appeals 0. (p. 294)Intuit, a computer software company, tends an advertising campaign for exalt that emphasizes the fact it is the virtually(prenominal) preferred brand of financial software. This is an example of a(n)A. emotional appeal.B. teaser appeal.C. product popularity appeal.D. transformational appeal.E. favorable price appeal.Product/service popularity appeals stress the popularity of a product or service by pointing out the number of consumers who use the brand, the number who have switched to it, the number of experts who recommend it, or its leadership position in the market.AACSB Reflective ThinkingBlooms ApplyDifficulty Hard LearningObjective 09-01 To analyze various types of appeals that can be used in the development and implementation of an advert ising message.Topic Advertising Appeals 21. (p. 295)Advertising appeals that link to consumers social and/or psychological needs for get a product or service are known as _____ appeals.A. informationalB. rationalC. irrationalD. emotionalE. feature ruttish appeals relate to the customers social and/or psychological needs for purchasing a product or service.AACSB AnalyticBlooms RememberDifficulty Easy LearningObjective 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic Advertising Appeals 22. (p. 296)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 consumers practical, functional, or utilitarian need for the product or service.C.Emotional appeals tend to be informative, and advertisers using them generally attempt to allure consumers that their product or se rvice 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 weaken job of meeting consumers needs.E. Emotional appeals are easy to execute and cost less than rational appeals due(p) to lack of creativity.Research shows that positive mood states and feelings created by advertising can have a favorable effect on consumers evaluations of a brand.AACSB AnalyticBlooms RememberDifficulty Easy LearningObjective 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic Advertising Appeals 23. (p. 296)Advertisers create emotional advertising appeals by usingA. comparative advertisements.B. feature appeals.C. transformational advertising.D. news appeals.E. popularity appeals.One reason for using emotional appeals is to influence consumers interpretations of their product usage c atch. One way of doing this is through what is known as transformational advertising.AACSB AnalyticBlooms RememberDifficulty Easy LearningObjective 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic Advertising Appeals 24. (p. 296)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 onA. informational integration.B. rational integration.C. mood transfer.D. emotional integration.E. outcome integration.Kamp and Macinnis note that commercials often rely on the apprehension of emotional integration, whereby they portray the characters in the ad as experiencing an emotional benefit or outcome from using a product or service. Ads using humor, sex, and other appeals that are very entertaining, arousing, upbeat, and/or exciting can touch the emotions of consumers and put them in a favorable f rame of mind.AACSB AnalyticBlooms RememberDifficulty Easy LearningObjective 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic Advertising Appeals 25. (p. 96)An advertisement for the State of aluminum 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 unitedly again. The commercial ends with all four running down the beach holding hands. This ad uses _____ for its appeal.A. informational integrationB. rational integrationC. mood transferD. emotional integrationE. outcome integrationKamp and Macinnis note that commercials often rely on the concept of emotional integration, whereby they portray the characters in the ad as experiencing an emotional benefit or outcome from using a product or service.Ads using humor, sex, and other appeals that are very entertaining, arousing, upbeat, and/or exciting can affect the emotions of consumers and put them in a favorable frame of mind.AACSB Reflective ThinkingBlooms ApplyDifficulty Hard LearningObjective 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic Advertising Appeals 26. (p. 296)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. rationalB. transformationalC. nostalgicD. affectiveE. informationalTransformational ads create feelings, images, meanings, and beliefs about the product or service that may be activated when consumers use it, transforming their interpretation of the usage experience.AACSB AnalyticBlooms RememberDifficulty Easy LearningObjective 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic Advertising Appeals 27. (p. 297)_____ advertising attempts to make the experience of usi ng a product or service richer, warmer or more exciting.A. InformationalB. war-ridden advantageC. TransformationalD. ImageE. RationalTransformational ads make the experience of using the product richer, warmer, more exciting, and/or more enjoyable than that obtained solely from an objective description of the advertised brand.AACSB AnalyticBlooms RememberDifficulty Easy LearningObjective 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic Advertising Appeals 28. (p. 297)Transformational advertising can differentiate a product or service byA. convincing a consumer of the superior performance of a brand.B. aking the consumption experience more meaningful, exciting and enjoyable.C. making a consumption experience stand longer.D. screening performance superiority of one brand over another.E. proving brand superiority.Transformational advertising can attend differentiate a product or service by making the co nsumption experience more enjoyable by suggesting the type of experiences consumers susceptibility have when they consume the product or service.AACSB AnalyticBlooms RememberDifficulty Easy LearningObjective 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic Advertising Appeals 29. (p. 297)The Oscar Mayer ad touched the child in all of us when it showed Andy on the pier singing the My bologna has a runner name jingle. This example of _____ advertising won Americas heart and stomach.A. competitive advantageB. refutationalC. transformationalD. transactionalE. rationalTransformational advertising can answer differentiate a product or service by making the consumption experience more enjoyable by suggesting the type of experiences consumers might have when they consume the product or service.AACSB Reflective ThinkingBlooms AnalyzeDifficulty Hard LearningObjective 09-01 To analyze various types of appeals th at can be used in the development and implementation of an advertising message.Topic Advertising Appeals 30. (p. 297)Skyy Vodkas use of cinematic-inspired cocktail moments created marketing success throughA. image advertising.B. television infomercials.C. CEO spokesperson press releases.D. criterion advertising.E. rational advertising.Image advertising, which is designed to give a company or brand a incomparable tie or character, is often transformational in nature.For example, the Lambesis agency has created a anomalous image for SKYY vodka by creating ads that associate the brand with cinematic-inspired cocktail moments. (Refer Exhibit 9-6)AACSB AnalyticBlooms RememberDifficulty Easy LearningObjective 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic Advertising Appeals 31. (p. 297)_____ is designed to give a company or brand a unique association or personality and is often transformational in nature .A. Rational advertisingB. Image advertisingC. Feature appealsD.Transactional advertisingE. Brand immoralityImage advertising is designed to give a company or brand a unique association or personality, is often transformational in nature.AACSB AnalyticBlooms RememberDifficulty Easy LearningObjective 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic Advertising Appeals 32. (p. 297)Rational and emotional advertising appealsA. 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 do 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.Consumer purchase decisions are often make on the basis of some(prenominal) emotional and rational motives, and attention essential be given to both(prenominal) elements in growing effective advertising.AACSB AnalyticBlooms RememberDifficulty Easy LearningObjective 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic Advertising Appeals 33. (p. 298)The proprietary research proficiency developed by the McCann-Erickson global agency that helps evaluate how consumers feel about brands and the nature of their relationship with them is known asA. focus host research.B. transformational research.C. emotional hold fast.D. psychographics.E. ethnographics.McCann-Erickson Worldwide, in conjunction with advertising professor Michael Ray, developed a proprietary research technique known as emotional bonding. This technique evaluates how consumers feel about brands and the nature of any emotional vibrancy they have with a brand.AACSB AnalyticBlooms RememberDifficulty Easy LearningObjective 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic Advertising Appeals 34. (p. 298)According to McCann-Ericksons concept of emotional bonding, the most basic relationship a consumer has with a brand is how he or she thinks about theA. 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.The basic concept of emotional bonding is that consumers develop three levels of relationships with brands. The most basic relationship indicates how consumers think about brands in respect to product benefits.AACSB AnalyticBlooms RememberDifficulty Easy LearningObjective 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic Advertising Appeals 35. (p. 298)Research shows consumers perceive Miller beer as strong, bold, and adventurou s. This is an example of how consumers assign a _____ to a brand.A. roduct rankB. personalityC. product featuresD. unique selling propositionE. market rankThe basic concept of emotional bonding is that consumers develop three levels of relationships with brands. At the arcminute stage, the consumer assigns a personality to a brand. For example, a brand may be thought of as self-assured, aggressive, and adventurous, as opposed to compliant and timid.AACSB Reflective ThinkingBlooms AnalyzeDifficulty Hard LearningObjective 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic Advertising Appeals 36. (p. 298)Consumers perceive Maytag appliance as dependable. Consumers have assigned a _____ to the brand.A. product benefitB. personalityC. product featuresD. unique selling propositionE. market rankThe basic concept of emotional bonding is that consumers develop three levels of relationships with brands. At the seco nd stage, the consumer assigns a personality to a brand. For example, a brand may be thought of as self-assured, aggressive, and adventurous, as opposed to compliant and timid.AACSB Reflective ThinkingMcCann-Erickson researchers believe the strongest relationship that develops between a brand and the consumer is found on feelings or emotional attachments to the brand.AACSB AnalyticBlooms RememberDifficulty Easy LearningObjective 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic Advertising Appeals 38. (p. 299)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. teaserB. reminderC. repetitiveD. popularityE. brandstandingNot every ad fits neatly into the categories of rational or emotional appeals. For example, ads for some brand s can be classified as reminder advertising, which has the objective of make brand awareness and/or keeping the brand name in front of consumers.AACSB AnalyticBlooms RememberDifficulty Easy LearningObjective 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic Advertising Appeals 39. (p. 99)Hersheys advertises heavily around Christmas with ads that show only a picture of red, green and money wrapped Hershey Kisses chocolate. Hersheys is using _____ advertising.A. transformationalB. reminderC. rationalD. emotional integrationE. teaserWell-known brands and market leaders often use reminder advertising to obligate top-of mind awareness among consumers in their target markets. For example, marketers of candy products often increase their media budgets and run reminder advertising around Halloween, Valentines Day, Christmas, and Easter.AACSB AnalyticBlooms ApplyDifficulty Hard LearningObjective 09-01 To analyz e various types of appeals that can be used in the development and implementation of an advertising message.Topic Advertising Appeals 40. (p. 299)Ads for Oneida flatware are frequent, show a piece of Oneida flatware, the headline, ONEIDA, and the slogan Your table is ready(a) in small marker. This type of ad is intended as _____ advertising.A. transformationalB. reminderC. rationalD. emotional integrationE. favorable priceWell-known brands and market leaders often use reminder advertising to maintain top-of mind awareness among consumers in their target markets.AACSB AnalyticBlooms ApplyDifficulty Hard LearningObjective 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic Advertising Appeals 41. (p. 300)_____ advertising is sometimes used to create curiosity and build interest and excitement in a new product or brand by talking about it but not demonstrate it.A. ReminderB. TeaserC. RationalD. ComparativeE . Feature appealAdvertisers introducing a new product often use teaser advertising, which is designed to build curiosity, interest, and/or excitement about a product or brand by talking about it but not actually showing it.AACSB AnalyticBlooms RememberDifficulty Easy LearningObjective 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic Advertising Appeals 42. (p. 300)Taco Bell launched the advertising campaign for its Double Decker taco by running anonymous full-page ads featuring basketball brainiacs issuing vague challenges to one another. This is an example of _____ advertising.A. reminderB. teaserC. transformationalD. favorable price appealE. news appealAdvertisers introducing a new product often use teaser advertising, which is designed to build curiosity, interest, and/or excitement about a product or brand by talking about it but not actually showing it.AACSB AnalyticBlooms ApplyDifficulty Hard Lear ningObjective 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic Advertising Appeals 43. (p. 300)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. reminderB. transformationalC. teaserD. emotionalE. cognitiveAdvertisers introducing a new product often use teaser advertising, which is designed to build curiosity, interest, and/or excitement about a product or brand by talking about it but not actually showing it.AACSB AnalyticBlooms ApplyDifficulty Hard LearningObjective 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic Advertising Appeals 44. (p. 301)Which of the following statements is true about the use of teaser advertising?A.They cannot be used to drive attention to and sustain publicity for an upcoming advertising campaign.B. They do not work well because consumers genuinely 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.Teaser campaigns can generate interest in a new product, but advertisers must be careful not to conk them too long or they will lose their effectiveness.AACSB AnalyticBlooms RememberDifficulty Easy LearningObjective 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic Advertising Appeals 45. (p. 302)The argument by famous advertising copywriter David Ogilvy that what you feel out in advertising is more important than how you think it suggests thatA. advertising appeal is more important than the way it is executed.B. advertising execution is more important tha n 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.In his famous book on the advertising industry, Madison Avenue, Martin Mayer notes Bernbachs reply to David Ogilvys rule for copywriters that what you say in advertising is more important than how you say it. Bernbach replied, carrying into action can become content, it can be just as important as what you say.AACSB AnalyticBlooms UnderstandDifficulty Medium LearningObjective 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic Advertising instruction execution 46. (p. 302)An advertising execution technique that relies on a squareforward presentation of information concerning the product or service is called a(n)A. straight-sell or factual message.B. demonstration.C. testimonial.D. dramatizat ion.E. animation of key benefits approach.One of the most basic types of creative executions is the straight sell or factual message. This type of ad relies on a straightforward presentation of information concerning the product or service.AACSB AnalyticBlooms RememberDifficulty Easy LearningObjective 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic Advertising Execution 47. (p. 302)Straight-sell message executions are commonly used with _____ advertising appeals.A. informationalB. emotionalC. teaserD. transformationalE. emotional integrationStraight sell or factual message type of execution is often used with informational/rational appeals, where the focus of the message is the product or service and its specific attributes and/or benefits.AACSB AnalyticBlooms RememberDifficulty Easy LearningObjective 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic Advertising Execution 48. (p. 302)A print ad for oversupply insurance lists twenty good reasons why every homeowner should have flood insurance. This is an example of _____ advertising.A. straight-sellB. transformationalC. testimonialD. teaserE. refutationalOne of the most basic types of creative executions is the straight sell or factual message. This type of ad relies on a straightforward presentation of information concerning the product or service.AACSB Reflective ThinkingBlooms ApplyDifficulty Hard LearningObjective 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic Advertising Execution 49. (p. 302)The ad for TDA meritrade investment company opens with the statement, You cant plan for tomorrow if you dont know where your money is today and continues with a broadcast of information about investment and its benefits . This indicates that the ad is an example of _____ advertising.A. straight-sellB. transformationalC. testimonialD. teaserE. efutationalOne of the most basic types of creative executions is the straight sell or factual message. This type of ad relies on a straightforward presentation of information concerning the product or service.AACSB Reflective ThinkingBlooms ApplyDifficulty Hard LearningObjective 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic Advertising Execution 50. (p. 303)When an advertiser cites technical information such as the results of research laboratory studies in an advertisement, a(n) _____ execution is beingnessness used.A. dramatizationB. slice-of-lifeC. scientific evidenceD. testimonialE. animationIn exemplar of scientific/technical style of execution, advertisers often cite technical information, results of scientific or laboratory studies, or endorsements b y scientific bodies or agencies to support their advertising claims.AACSB AnalyticBlooms RememberDifficulty Easy LearningObjective 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic Advertising Execution 1. (p. 303)In a Neutrogena moisturizer with superior sun protection ad, a dermatologists report stated, A year of incidental sun equals baking for a week at the beach This is an example of a(n) _____ execution.A. dramatizationB. slice-of-lifeC. technical evidenceD. testimonialE. animationIn case of scientific/technical style of execution, advertisers often cite technical information, results of scientific or laboratory studies, or endorsements by scientific bodies or agencies to support their advertising claims.AACSB Reflective ThinkingBlooms ApplyDifficulty Hard LearningObjective 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situat ions where they are most appropriate.Topic Advertising Execution 52. (p. 303)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. DramatizationB. TestimonialC. Scientific/technical evidenceD. Slice-of-lifeE. ComparisonIn case of scientific/technical style of execution, advertisers often cite technical information, results of scientific or laboratory studies, or endorsements by scientific bodies or agencies to support their advertising claims.AACSB Reflective ThinkingBlooms ApplyDifficulty Hard LearningObjective 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic Advertising Execution 53. (p. 303)Which of the following is an advertising execution approach designed to ornament key advantages or features of a product by showing it in actua l use?A. ComparisonB. DemonstrationC. Scientific evidenceD. Straight-sellE. AnimationDemonstration advertising is designed to illustrate the key advantages of the product/service by showing it in actual use or in some staged situation.AACSB AnalyticBlooms RememberDifficulty Easy LearningObjective 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic Advertising Execution 54. (p. 303)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. ComparisonB. DemonstrationC. Scientific evidenceD. Straight-sellE. TestimonialDemonstration advertising is designed to illustrate the key advantages of the product/service by showing it in actual use or in some staged situation.AACSB Reflective ThinkingBlooms ApplyDifficulty Hard LearningObjective 09-02 To analyze the various creative execution styles t hat advertisers can use and the advertising situations where they are most appropriate.Topic Advertising Execution 55. (p. 03)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. dramatizationB. slice-of-lifeC. animationD. demonstrationE. testimonialMany advertisers prefer to have their messages presented by way of a testimonial, where a person praises the product or service on the basis of his or her personal experience with it.AACSB AnalyticBlooms RememberDifficulty Easy LearningObjective 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic Advertising Execution 56. (p. 303)Tiger Woods appears in ads for Nike in which he notes how the companys golf clubs helped him win so many major championships. This is an example of which type of advertising execution?A. Slice-of-lifeB. Testimo nialC. DemonstrationD. Scientific evidenceE. DramatizationMany advertisers prefer to have their messages presented by way of a testimonial, where a person praises the product or service on the basis of his or her personal experience with it.AACSB Reflective ThinkingBlooms ApplyDifficulty Hard LearningObjective 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic Advertising Execution 57. (p. 303)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. ComparisonsB. Slice-of-lifeC. HumorD. TestimonialE. DemonstrationMany advertisers prefer to have their messages presented by way of a testimonial, where a person praises the product or service on the basis of his or her personal experience with it.AACSB Reflective ThinkingBl ooms ApplyDifficulty Hard LearningObjective 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic Advertising Execution 58. (p. 304)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.Many advertisers prefer to have their messages presented by way of a testimonial, where a person praises the product or service on the basis of his or her personal experience with it. A related execution technique is the endorsement, where a well-known or respected individual such as a celebrity or expert in the product or service area speaks on behalf of the company or the brand.AACSB Reflective ThinkingBlooms ApplyDifficulty Hard LearningObjective 09-02 To analyze the various creative execution styles that advertisers can use and the adve rtising situations where they are most appropriate.Topic Advertising Execution 59. (p. 304)A widely used advertising execution style for packaged goods products which attempts to portray situations consumers might face in their day by day lives is known asA. endorsement.B. slice-of-life.C. theater style.D. a testimonial.E. a demonstration.A widely used advertising format, curiously for packaged-goods products, is the slice-of-life execution, which is generally based on a line/ beginning approach. This type of ad portrays a problem or conflict that consumers might face in their daily lives.AACSB AnalyticBlooms RememberDifficulty Easy LearningObjective 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic Advertising Execution 60. (p. 304)A Tide detergent ad showed a high school team manager easily take away all the grass and dirt stains from two dozen baseball uniforms by simply throwin g them in a washer and adding Tide. The ad creator used which execution style?A. DramatizationB. Slice-of-lifeC. Slice-of-deathD. TestimonialE. DemonstrationA widely used advertising format, curiously for packaged-goods products, is the slice-of-life execution, which is generally based on a problem/solution approach. This type of ad portrays a problem or conflict that consumers might face in their daily lives. The ad then shows how the advertisers product or service can resolve the problem.AACSB Reflective ThinkingBlooms ApplyDifficulty Hard LearningObjective 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic Advertising Execution 61. (p. 304)An ad in a play magazine for a vacation resort in Virginia begins by stating that the resort has Dozens of sporting diversions for the blameless family. Then under that statement it reads, Translation guilt-free golf. The ad creator used which execution style with this ad?A. EndorsementB. Slice-of-lifeC. Slice-of-deathD. TestimonialE. DemonstrationA widely used advertising format, particularly for packaged-goods products, is the slice-of-life execution, which is generally based on a problem/solution approach. This type of ad portrays a problem or conflict that consumers might face in their daily lives. The ad then shows how the advertisers product or service can resolve the problem.AACSB Reflective ThinkingBlooms ApplyDifficulty Hard LearningObjective 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic Advertising Execution 62. (p. 304)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 th e 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 hold in to consumer-product advertising.Many advertisers prefer slice-of-life style because they believe it is effective at presenting a situation to which most consumers can relate and at registering the product feature or benefit that helps sell the brand.AACSB AnalyticBlooms RememberDifficulty Easy LearningObjective 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic Advertising Execution 63. (p. 304)An advertising execution technique used by business-to-business marketers depicting the negative consequences of making incorrect purchase decisions is ref erred to asA. problem-solution execution.B. slice-of-death advertising.C. slice-of-life advertising.D. a response-stimuli execution.E. informational advertising.Slice-of-death execution style is used in conjunction with a fear appeal, as the focus is on the negative consequences that result when businesspeople make the wrong decision in choosing a supplier or service provider.AACSB AnalyticBlooms RememberDifficulty Easy LearningObjective 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic Advertising Execution 64. (p. 04)An ad for Novell solutions targeted to businesspeople was headlined, ERP Sound made by CIO when people attend data they shouldnt. 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 executionB. Slice-of-death advertisingC. Slice-of-life advertisingD. A response-stimuli executi onE. Informational advertisingSlice-of-death execution style is used in conjunction with a fear appeal, as the focus is on the negative consequences that result when businesspeople make the wrong decision in choosing a supplier or service provider.AACSB Reflective ThinkingBlooms ApplyDifficulty Hard LearningObjective 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic Advertising Execution 65. (p. 305)An advertising execution technique that is particularly popular for creating commercials targeted at children isA. slice-of-life.B. demonstration.C. testimonial.D. scientific evidence.E. animation.Cartoon animation is especially popular for commercials targeted at children.AACSB AnalyticBlooms RememberDifficulty Easy LearningObjective 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic Advertisi ng Execution 66. (p. 305)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 shoot a beehive made of Wheat Chex. Which type of creative execution does this commercial use?A. DramatizationB. TestimonialC. AnimationD. Straight-sellE. Slice-of-deathAn advertising execution approach that has become popular in recent years is animation. With this technique, animated scenes are force by artists or created on the computer, and cartoons, puppets, or other types of fictional characters may be used.AACSB Reflective ThinkingBlooms ApplyDifficulty Hard LearningObjective 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic Advertising Execution 67. (p. 305)Mr. Peanut from the Planters Nut Companys ads is an example of advertising that uses _____ execution techniques.A. informational/rationalB. demonstrationC. fant asyD. personality symbolE. behavioral appealAdvertising execution involves developing a central character or personality symbol that can deliver the advertising message with which the product or service can be identified. Personality figures can also be create around animated characters and animals.AACSB Reflective ThinkingBlooms ApplyDifficulty Hard LearningObjective 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic Advertising Execution 68. (p. 05)_____ 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. DemonstrationB. TestimonialC. Personality symbolD. FantasyE. Slice-of-lifeOne type of advertising execution involves developing a central character or personality symbol that can deliver the advertising message and with which the product or service can be identified. Personality figures can also be built around animated characters and animals.AACSB AnalyticBlooms RememberDifficulty Easy LearningObjective 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic Advertising Execution 69. (p. 305)Marlboro used a cowboy to advertise Marlboro cigarettes for a number of years. This is an example ofA. 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.Advertising execution involves developing a central character or personality symbol that can deliver the advertising message and with which the product or service can be identified. Personality figures can also be built around animated characters and animals.AACSB Reflective ThinkingBlooms AnalyzeDifficulty Hard Lear ningObjective 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic Advertising Execution 70. (p. 306)_____ 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 advertisingB. DemonstrationC. Slice-of-lifeD. AnimationE. Competitive advantageImagery ads are the basis for emotional appeals that are used to advertise products or services where differentiation based on physical characteristics is difficult, such as soft drinks, liquor, designer clothing, and cosmetics. An imagery execution is used when the refinement is to encourage consumers to associate the brand with the symbols, characters, and/or situation shown in the ad.AACSB AnalyticBlooms UnderstandDifficulty Medium LearningObjective 09-02 To analyze the various creative execution styles that advert isers can use and the advertising situations where they are most appropriate.Topic Advertising Execution 71. (p. 306)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. imageryB. demonstrationC. slice-of-lifeD. animationE. competitive advantageAn imagery execution is used when the goal is to encourage consumers to associate the brand with the symbols, characters, and/or situation shown in the ad.AACSB Reflective ThinkingBlooms AnalyzeDifficulty Hard LearningObjective 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic Advertising Execution 72. (p. 307)Dramatization is particularly well suited for which type of medium?A. TelevisionB. NewspapersC. Ra dioD. MagazinesE. Direct mailAn execution technique particularly well suited to television is dramatization, where the focus is on telling a short story with the product or service as the star.AACSB AnalyticBlooms RememberDifficulty Easy LearningObjective 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic Advertising Execution 73. (p. 307)_____ 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-lifeB. AnimationC. DramatizationD. TestimonialE. ImageryAn execution technique particularly well suited to television is dramatization, where the focus is on telling a short story with the product or service as the star.AACSB AnalyticBlooms RememberDifficulty Easy LearningObjective 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situ ations where they are most appropriate.Topic Advertising Execution 74. (p. 307)The state of atomic number 27 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 good-will 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 theA. dramatization technique.B. testimonial technique.C. fear technique.D. personality symbol technique.E. scientific evidence technique.An execution technique particularly well suited to television is dramatization, where the focus is on telling a short story with the product or service as the star.AACSB Reflective ThinkingBlooms AnalyzeDifficulty Hard LearningObjective 09-02 To analyze the various creative exec ution styles that advertisers can use and the advertising situations where they are most appropriate.Topic Advertising Execution 75. (p. 307)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 cant open the car doors to get out. A moment of concern is followed by a moment of knowledge 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.An execution technique particularly well suited to television is dramatization, where the focus is on telling a short story with the product or service as the star. s eriocomical ads add an element of humor in the ad.