Exam 9: Creative Strategy: Implementation and Evaluation

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 _____ execution style to get the audience to envision themselves in Timber Land.

Rational and emotional advertising appeals:

An ad for Novell solutions targeted to businesspeople was headlined,"ERP: Sound made by CIO when people see data they shouldn't." The executive in the ad has a distressed,almost fearful look on his face.Which execution technique used to create this ad?

Advertisers create emotional advertising appeals by:

Which of the following statements about feature appeals is true?

A(n) _____ refers to the approach used in an advertisement to elicit some consumer response or influence feeling.The way this approach is turned into an advertising message is the _____.

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

Which of the following statements about the dramatization execution technique is true?

Advertising appeals that focus on functional or utilitarian needs and emphasize product features and benefits are known as _____ appeal.

An ad for Calloway Gardens Resort stresses the different forms of recreation available to visitors to the resort. This is an example of a(n) _____ appeal.

The audio portion of a commercial is often presented through the use of a(n):

The function of a headline in a print ad is to:

Skyy Vodka's use of cinematic-inspired cocktail moments created marketing success through:

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 reach a beehive made of Wheat Chex.Which type of creative execution does this commercial use?

Consumers perceive Maytag appliance as dependable.Consumers have assigned a _____ to the brand.

During the 1999 Super Bowl many people saw and remembered the ad that showed former Superman star and then wheelchair-bound Christopher Reeves walking to a podium to receive an award.Few people remember the product being advertised because:

_____ is considered the heart of a print ad but is often difficult to get readers to attend to.

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

Straight-sell message executions are commonly used with _____ advertising appeals.

The use of actor James Garner's voice reading poetry in a series of automobile commercials is an example of a: