Exam 9: Creative Strategy: Implementation and Evaluation

A written version of a television commercial that provides a detailed description of its video and audio content is known as a:

When the 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.

Tiger Woods appears in ads for Nike in which he notes how the company's golf clubs helped him win so many major championships.This is an example of which type of advertising execution?

Advertisements that focus on the dominant attributes or characteristics of a product or service are known as _____ appeals.

Haggar used a humorous integrated marketing campaign to:

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

An advertisement for the State of Alabama 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 together again.The commercial ends with all four running down the beach holding hands.This ad uses _____ for its appeal.

_____ 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.

Toyota ran an advertisement proclaiming their Camry has been the best selling model in the United States for two straight years.This is an example of a _____ appeal.

Which of the following statements describes a reason why companies such as Nike,Microsoft,and Mercedes-Benz are willing to pay large sums of money for the right to incorporate popular songs into their commercials?

According to McCann-Erickson's concept of emotional bonding,the strongest relationship that develops between a brand and a consumer is based on:

The ad for TDAmeritrade investment company states the company is "Ranked #1 by SmartMoney Magazine for the Do-It-Yourself Investor." The ad is using a(n) _____ appeal.

Which of the following statements about the use of indirect headlines is true?

One of the reasons Hyundai utilized an integrated marketing communications campaign was research indicated:

McDonald's creates commercials designed to make parents feel good when they take their children to McDonald's restaurants.This is an example of:

A widely used advertising execution style for packaged goods products which attempts to portray situations consumers might face in their daily lives is known as:

Mr.Peanut from the Planters Nut Company's ads is an example of advertising that uses which of the following advertising execution techniques?

The combination of rational and emotional advertising appeals:

Research has shown that the first thing people look at in a print ad is the:

Research shows consumers perceive Miller beer as strong,bold,and adventurous.This is an example of how consumers assign a _____ to a brand.