Question 1

Which of the following is an example of an advertising personality symbol?

Accepted Answer

A) Michael Jordan 
B) Betty Crocker 
C) Tiger Woods 
D) Shaquille O'Neal 
E) all of the above 
A) Michael Jordan 
B) Betty Crocker 
C) Tiger Woods 
D) Shaquille O'Neal 
E) all of the above

Question 2

Which of the following statements about the use of teaser advertising is true?

Accepted Answer

A) Teaser ads cannot be used to draw attention to and generate publicity for an upcoming advertising campaign. 
B) Teaser ads do not work well because consumers really do not pay much attention to advertising. 
C) Teaser ads can be effective but marketers must be careful not to use them too long. 
D) Teaser ads usually offend consumers. 
E) None of the above statements about the use of teaser advertising is true. 
A) Teaser ads cannot be used to draw attention to and generate publicity for an upcoming advertising campaign. 
B) Teaser ads do not work well because consumers really do not pay much attention to advertising. 
C) Teaser ads can be effective but marketers must be careful not to use them too long. 
D) Teaser ads usually offend consumers. 
E) None of the above statements about the use of teaser advertising is true.

Question 3

An advertising execution technique used by business-to-business marketers depicting the negative consequences of making incorrect purchase decisions is referred to as:

Accepted Answer

A) a problem-solution execution 
B) slice-of-death advertising 
C) slice-of-life advertising 
D) a response-stimuli execution 
E) informational advertising 
A) a problem-solution execution 
B) slice-of-death advertising 
C) slice-of-life advertising 
D) a response-stimuli execution 
E) informational advertising

Question 4

Transformational advertising can differentiate a product or service by:

Accepted Answer

A) convincing a consumer of the superior performance of a brand 
B) making the consumption experience more meaningful,exciting and enjoyable 
C) making a consumption experience last longer 
D) showing performance superiority of one brand over another 
E) proving brand superiority 
A) convincing a consumer of the superior performance of a brand 
B) making the consumption experience more meaningful,exciting and enjoyable 
C) making a consumption experience last longer 
D) showing performance superiority of one brand over another 
E) proving brand superiority

Question 5

Which of the following statements about the use of slice-of-life executions is true?

Accepted Answer

A) Slice-of-life executions are very inefficient in business-to-business advertising. 
B) To be effective,a slice-of-live execution should avoid mimicking real life because its primary purpose is to rise above the clutter. 
C) Slice-of-life executions only work well 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) All of the above statements about the use of slice-of-life executions are true. 
A) Slice-of-life executions are very inefficient in business-to-business advertising. 
B) To be effective,a slice-of-live execution should avoid mimicking real life because its primary purpose is to rise above the clutter. 
C) Slice-of-life executions only work well 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) All of the above statements about the use of slice-of-life executions are true.

Question 6

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

Accepted Answer

A) Headlines 
B) Taglines 
C) Voice-overs 
D) Jingles 
E) Needledrops 
A) Headlines 
B) Taglines 
C) Voice-overs 
D) Jingles 
E) Needledrops

Question 7

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 on:

Accepted Answer

A) informational integration 
B) rational integration 
C) mood transfer 
D) emotional integration 
E) outcome integration 
A) informational integration 
B) rational integration 
C) mood transfer 
D) emotional integration 
E) outcome integration

Question 8

A print ad for Wilson Ultra golf balls used the headline "Do you ever wonder why John Daly can hit a golf ball so far?" This is an example of a(n):

Accepted Answer

A) direct headline 
B) indirect headline. 
C) subhead 
D) jingle 
E) subhead. 
A) direct headline 
B) indirect headline. 
C) subhead 
D) jingle 
E) subhead.

Question 9

Which of the following statements provides a reason for why marketers may use emotional appeals?

Accepted Answer

A) The favorable feeling created by the appeal may transfer to the brand. 
B) Emotional appeals can create favorable mood states,which make consumers more receptive to an advertising message. 
C) Research has proven that emotional messages are better remembered than non-emotional messages. 
D) Emotional appeals can create feelings or images that are activated when consumers use the brand. 
E) All of the above are reasons why a marketer may use an emotional appeal. 
A) The favorable feeling created by the appeal may transfer to the brand. 
B) Emotional appeals can create favorable mood states,which make consumers more receptive to an advertising message. 
C) Research has proven that emotional messages are better remembered than non-emotional messages. 
D) Emotional appeals can create feelings or images that are activated when consumers use the brand. 
E) All of the above are reasons why a marketer may use an emotional appeal.

Question 10

Once the basic script for a television commercial has been conceived,the writer and the art director get together to produce a _____,a series of drawings used to present the visual plan or layout of the commercial.

Accepted Answer

A) transparency board 
B) storyboard 
C) visual layout 
D) layout synopsis 
E) thumbnail sketch 
A) transparency board 
B) storyboard 
C) visual layout 
D) layout synopsis 
E) thumbnail sketch

Question 11

Professional golfer Arnold Palmer appeared in ads advocating the engine protection cars get from Pennzoil motor oil. This is an example of a(an):

Accepted Answer

A) comparison 
B) endorsement 
C) demonstration 
D) straight sell 
E) slice-of-life 
A) comparison 
B) endorsement 
C) demonstration 
D) straight sell 
E) slice-of-life

Question 12

Many advertising experts consider the most important part of a print ad to be the:

Accepted Answer

A) headline 
B) subheads 
C) layout 
D) body copy 
E) disclosures 
A) headline 
B) subheads 
C) layout 
D) body copy 
E) disclosures

Question 13

An advertising execution technique that relies on a straightforward presentation of information concerning the product or service is called a(n): :

Accepted Answer

A) straight-sell or factual message 
B) demonstration 
C) testimonial 
D) dramatization 
E) animation of key benefits approach 
A) straight-sell or factual message 
B) demonstration 
C) testimonial 
D) dramatization 
E) animation of key benefits approach

Question 14

To announce sales,special offers,or everyday low prices retailers often use a _____ appeal.

Accepted Answer

A) functional 
B) popularity 
C) favorable price 
D) transformational 
E) productive 
A) functional 
B) popularity 
C) favorable price 
D) transformational 
E) productive

Question 15

Imagine a personal computer manufacturer has developed a significant technological breakthrough that will make its computers easier to use for novices.The computer manufacturer will probably use which of the following types of appeals to announce the breakthrough?

Accepted Answer

A) favorable price appeal 
B) emotional appeal 
C) news appeal 
D) popularity appeal 
E) transformational appeal 
A) favorable price appeal 
B) emotional appeal 
C) news appeal 
D) popularity appeal 
E) transformational appeal

Question 16

Marketers of Hyundai automobiles recognized they needed a brand image:

Accepted Answer

A) similar to other inexpensive automobile manufacturers 
B) that would allow the firm to avoid having to pay for television advertising 
C) in order to win creative advertising awards 
D) to support their premium positioning 
E) that promoted safety over security 
A) similar to other inexpensive automobile manufacturers 
B) that would allow the firm to avoid having to pay for television advertising 
C) in order to win creative advertising awards 
D) to support their premium positioning 
E) that promoted safety over security

Question 17

Which of the following statements about slice-of-life executions is true?

Accepted Answer

A) Slice-of-life executions are sometimes criticized for being unrealistic and irritating. 
B) Slice-of-life executions often present a problem consumers encounter and suggest a solution. 
C) Slice-of-life executions can be used effectively by business-to-business marketers. 
D) Procter & Gamble has traditionally been a frequent user of slice-of-life executions. 
E) All of the above statements about slice-of-life executions are true. 
A) Slice-of-life executions are sometimes criticized for being unrealistic and irritating. 
B) Slice-of-life executions often present a problem consumers encounter and suggest a solution. 
C) Slice-of-life executions can be used effectively by business-to-business marketers. 
D) Procter & Gamble has traditionally been a frequent user of slice-of-life executions. 
E) All of the above statements about slice-of-life executions are true.

Question 18

A marketer of a low-involvement product that is advertised heavily on television might want to focus a great deal of attention on _____ when creating its advertising.

Accepted Answer

A) body copy 
B) needledrop 
C) catchy jingles 
D) subheads 
E) voice-overs 
A) body copy 
B) needledrop 
C) catchy jingles 
D) subheads 
E) voice-overs

Question 19

An ad for the Ford Focus shows four college-aged students hunting for a parking place in a large nearly full parking garage. When they finally find one and put the car into the place, they discover it is such a tight fit that they can't open the car doors to get out. A moment of concern is followed by a moment of enlightenment 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): :

Accepted Answer

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 
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

Question 20

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

Accepted Answer

A) direct headline 
B) indirect headline. 
C) subhead 
D) jingle 
E) subhead. 
A) direct headline 
B) indirect headline. 
C) subhead 
D) jingle 
E) subhead.

Exam 9: Creative Strategy: Implementation and Evaluation

Which of the following is an example of an advertising personality symbol?

Which of the following statements about the use of teaser advertising is true?

An advertising execution technique used by business-to-business marketers depicting the negative consequences of making incorrect purchase decisions is referred to as:

Transformational advertising can differentiate a product or service by:

Which of the following statements about the use of slice-of-life executions is true?

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

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 on:

A print ad for Wilson Ultra golf balls used the headline "Do you ever wonder why John Daly can hit a golf ball so far?" This is an example of a(n):

Which of the following statements provides a reason for why marketers may use emotional appeals?

Once the basic script for a television commercial has been conceived,the writer and the art director get together to produce a _____,a series of drawings used to present the visual plan or layout of the commercial.

Professional golfer Arnold Palmer appeared in ads advocating the engine protection cars get from Pennzoil motor oil. This is an example of a(an):

Many advertising experts consider the most important part of a print ad to be the:

An advertising execution technique that relies on a straightforward presentation of information concerning the product or service is called a(n): :

To announce sales,special offers,or everyday low prices retailers often use a _____ appeal.

Imagine a personal computer manufacturer has developed a significant technological breakthrough that will make its computers easier to use for novices.The computer manufacturer will probably use which of the following types of appeals to announce the breakthrough?

Marketers of Hyundai automobiles recognized they needed a brand image:

Which of the following statements about slice-of-life executions is true?

A marketer of a low-involvement product that is advertised heavily on television might want to focus a great deal of attention on _____ when creating its advertising.

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

An Introduction to Integrated Marketing Communications

The Role of Imc in the Marketing Process

Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations

Perspectives on Consumer Behavior

The Communication Process

Source,message,and Channel Factors

Establishing Objectives and Budgeting for the Promotional Program

Creative Strategy: Planning and Development

Media Planning and Strategy

Evaluation of Broadcast Media

Evaluation of Print Media

Support Media

Direct Marketing

The Internet and Interactive Media

Sales Promotion

Public Relations,Publicity,and Corporate Advertising

Personal Selling

Measuring the Effectiveness of the Promotional Program

International Advertising and Promotion

Regulation of Advertising and Promotion

Evaluating the Social,Ethical,and Economic Aspects of Advertising and Promotion

Filters