Exam 9: Creative Strategy: Implementation and Evaluation

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)

Only 20 percent of readers go beyond an ad's headline and read the body copy.

A professional race car driver appears in an ad advocating a particular motor oil brand.This is an example of a(n)

An automobile manufacturer runs an advertisement proclaiming that one of its luxury cars has been the best-selling model in the United States for two straight years.This is an example of an ad using a(n) _____ appeal.

_____ are catchy songs about a product or service that usually carry the advertising theme and a simple message.

Which of the following statements is true of informational advertising appeals?

During which stage of commercial production process do activities such as editing, recording of sound effects, audio/video mixing, and agency approval occur?

A print ad for Apple Cider Vinegar Diet used the headline, "Maybe Eve was on to something." This is an example of a(n)

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.

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.

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.

When an ad for the American Indian College Fund used the headline, "I Will Keep 286,000 People from Losing Their Sacred Land" to generate curiosity among magazine readers and encourage them to read the copy below for an explanation, it was an example of a(n) ___________________ headline.

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.

When an advertiser has something important or new to announce to a target audience, a(n) _____ headline will be used.

The ad for F.N.Inc., an investment bank, states that the company is "Ranked #1 by magazine." In this scenario, the ad is using a(n) _____ appeal.

Slice-of-life advertisements usually use real-life people, not actors, to make the ads more credible to the audience.

_____ is designed to give a company or brand a unique association or personality and is often transformational in nature.

Which of the following questions should be used as a criterion when evaluating creative output?

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.

Manten is a popular brand of hiking boots.Its advertisements emphasize the experience of conquering unfamiliar terrain in the wild.They portray vivid, captivating visuals of cliffs, rivers, and jungles.The campaign is also accompanied by a popular jingle that reflects the qualities of freedom, wilderness, and adventure that the company values.This approach is most likely an example of _____ advertising.