Exam 9: Creative Strategy: Implementation and Evaluation

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.

The argument by famous advertising copywriter David Ogilvy that "what you say in advertising is more important than how you say it" suggests:

Purchase motives,such as convenience,comfort,economy and performance are used as a basis for _____ appeals.

Advertising appeals that relate to consumers' social and/or psychological needs for purchasing a product or service are known as _____ appeals.

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

Ads for Oneida flatware show a piece of Oneida flatware,the headline,"ONEIDA," and the slogan "Your table is ready" in small print.This type of ad is intended as _____ advertising.

Which of the following is an example of a favorable price appeal?

According to McCann-Erickson's concept of emotional bonding,the most basic relationship a consumer has with a brand is how he or she thinks about the:

_____ 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.

Headlines that are very straightforward and informative in the message they are presenting are known as _____ headlines.

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 recent trend among major advertisers is to have _____ do the voice-overs for their commercials.

When an advertiser cites technical information such as the results of laboratory studies in an advertisement, a(n) _____ execution is being used.

_____ 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.

The content of advertising with _____ emphasizes facts,learning and the logic of persuasion.

Under the _____ "Send in the Reinforcements!" at the top of the ad page was printed in a smaller typeface the command "Boost your immune system with Kyolic Aged Garlic Extract," which is an example of a(n) _____.

The creative work of an advertising agency may be reviewed and evaluated by:

The physical arrangement of the various parts of an ad including headlines,subheads,illustrations,body copy and identifying marks is known as:

The agency that developed the Jack-in-the-Box fast-food restaurants ads used an irreverent return of a brand image that was remembered by customers from previous years,thereby creating:

_____ is the words in the leading position of a print advertisement that are likely to be read first.