Question 1

A copywriter can determine how much space he or she has to work with and how much copy to write after seeing the print ad's:

Accepted Answer

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

Question 2

Which of the following statements about informational/rational advertising appeals is true?

Accepted Answer

A) The particular features,benefits,or attributes that serve as the basis for these appeals are constant across product categories. 
B) These types of appeals work well for products but not for services. 
C) The particular features,benefits,or attributes that serve as the basis for these appeals vary from one product or service category to another as well as by market segment. 
D) The particular features,benefits,or attributes that serve as a basis for these appeals generally do not vary by market segment. 
E) Informational/rational ads create feelings,images,beliefs,and meanings about the product or service. 
A) The particular features,benefits,or attributes that serve as the basis for these appeals are constant across product categories. 
B) These types of appeals work well for products but not for services. 
C) The particular features,benefits,or attributes that serve as the basis for these appeals vary from one product or service category to another as well as by market segment. 
D) The particular features,benefits,or attributes that serve as a basis for these appeals generally do not vary by market segment. 
E) Informational/rational ads create feelings,images,beliefs,and meanings about the product or service.

Question 3

An ad for Toyota vans shows how easily a child,who needs to use a bathroom,can get out of the vehicle.Which ad execution technique is being used in this ad?

Accepted Answer

A) comparison 
B) demonstration 
C) scientific evidence 
D) straight-sell 
E) animation 
A) comparison 
B) demonstration 
C) scientific evidence 
D) straight-sell 
E) animation

Question 4

The state of Colorado runs an ad in which it shows an obviously scared third grader getting ready to go on stage for his first public stage appearance.He is dressed to look like a carrot.The ad tells the reader that being a third grader is much more stressful than we remember and causes us to have great sympathy for the young man dressed in the ridiculous costume.The tag line at the end of the ad reads,"Your kids need a carefree Colorado vacation as much as you do." This is an example of which type of execution technique?

Accepted Answer

A) dramatization 
B) testimonial 
C) fear 
D) animation 
E) scientific evidence 
A) dramatization 
B) testimonial 
C) fear 
D) animation 
E) scientific evidence

Question 5

What is the main text portion of a print ad called?

Accepted Answer

A) the headline 
B) subheads 
C) body copy 
D) the visual 
E) the layout 
A) the headline 
B) subheads 
C) body copy 
D) the visual 
E) the layout

Question 6

Aleve ran a series of ads showing everyday people having to deal with minor arthritic pains. In each instance, the individual was pleased to learn that two Aleve were just as effective as taking eight of his or her old pain reliever. This ad campaign is using a(n) _____ appeal.

Accepted Answer

A) emotional 
B) competitive advantage 
C) fear 
D) favorable price 
E) transformational 
A) emotional 
B) competitive advantage 
C) fear 
D) favorable price 
E) transformational

Question 7

An ad in a golfing magazine for a vacation resort in Virginia begins by stating that the resort has "Dozens of sporting diversions for the entire family." Then under that statement it reads,"Translation: guilt-free golf." The ad creator used which execution style with this ad?

Accepted Answer

A) dramatization 
B) slice-of-life 
C) slice-of-death 
D) testimonial 
E) demonstration 
A) dramatization 
B) slice-of-life 
C) slice-of-death 
D) testimonial 
E) demonstration

Question 8

The proprietary research technique developed by the McCann-Erickson Worldwide agency that helps evaluate how consumers feel about brands and the nature of their relationship with them is known as:

Accepted Answer

A) focus group research 
B) transformational research 
C) emotional bonding 
D) psychographics 
E) ethnographics 
A) focus group research 
B) transformational research 
C) emotional bonding 
D) psychographics 
E) ethnographics

Question 9

The headline reads, "Introducing new Crayola Washable Crayons for the youngest artist in your gallery." This is an example of a(n) _____ headline.

Accepted Answer

A) direct 
B) indirect 
C) straight-sell 
D) subhead 
E) rational 
A) direct 
B) indirect 
C) straight-sell 
D) subhead 
E) rational

Question 10

Taco Bell launched the advertising campaign for its Double Decker taco by running anonymous full-page ads featuring basketball stars issuing vague challenges to one another.This is an example of _____ advertising.

Accepted Answer

A) reminder 
B) teaser 
C) transformational 
D) favorable price appeal 
E) news appeal 
A) reminder 
B) teaser 
C) transformational 
D) favorable price appeal 
E) news appeal

Question 11

A print ad for flood insurance lists twenty good reasons why every homeowner should have flood insurance.This is an example of _____ advertising.

Accepted Answer

A) straight-sell 
B) transformational 
C) testimonial 
D) teaser 
E) refutational 
A) straight-sell 
B) transformational 
C) testimonial 
D) teaser 
E) refutational

Question 12

The Oscar Mayer ad touched the child in all of us when it showed Andy on the pier singing the "My bologna has a first name" jingle.This example of _____ advertising won America's heart and stomach.

Accepted Answer

A) competitive advantage 
B) refutational 
C) transformational 
D) transactional 
E) image 
A) competitive advantage 
B) refutational 
C) transformational 
D) transactional 
E) image

Question 13

The ad for TDAmeritrade investment company opens with the statement,"You can't plan for tomorrow if you don't know where your money is today." This statement indicates the entire ad is an example of _____ advertising.

Accepted Answer

A) straight-sell 
B) transformational 
C) testimonial 
D) teaser 
E) refutational 
A) straight-sell 
B) transformational 
C) testimonial 
D) teaser 
E) refutational

Question 14

The playing of the song "Like a Rock" in the broadcast ads for Chevrolet trucks is:

Accepted Answer

A) used primarily to get attention 
B) used primarily as background music 
C) a central part of the advertising message 
D) unrelated to any market segmentation strategy 
E) accurately described by all of the above 
A) used primarily to get attention 
B) used primarily as background music 
C) a central part of the advertising message 
D) unrelated to any market segmentation strategy 
E) accurately described by all of the above

Question 15

Underneath the headline,"Fully Loaded," in the ad for Browning shotguns was "Our most comprehensive line of autoloading shotguns ever." The second statement was printed in a typeface larger than the body copy but smaller than the headline.The second statement in the ad is an example of a:

Accepted Answer

A) story line 
B) subhead 
C) demonstrative appeal 
D) physiological appeal 
E) psychological appeal 
A) story line 
B) subhead 
C) demonstrative appeal 
D) physiological appeal 
E) psychological appeal

Question 16

An ad for Lipton tea states that according to laboratory research,"a serving of tea has more antioxidants than a serving of carrots or broccoli." Which type of ad execution is being used in this example?

Accepted Answer

A) a dramatization 
B) testimonial 
C) scientific/technical evidence 
D) slice-of-life 
E) comparison 
A) a dramatization 
B) testimonial 
C) scientific/technical evidence 
D) slice-of-life 
E) comparison

Question 17

When deciding on the visual portion of an ad,an advertiser must determine:

Accepted Answer

A) what identification marks should be included 
B) whether to use photos or other types of illustrations 
C) what the focus of the visual portion of the ad should be 
D) how long the ad copy should be 
E) whether to present the ad in color or black and white 
A) what identification marks should be included 
B) whether to use photos or other types of illustrations 
C) what the focus of the visual portion of the ad should be 
D) how long the ad copy should be 
E) whether to present the ad in color or black and white

Question 18

Which of the following is an advertising execution approach designed to illustrate key advantages or features of a product by showing it in actual use?

Accepted Answer

A) comparison 
B) demonstration 
C) scientific evidence 
D) straight-sell 
E) animation 
A) comparison 
B) demonstration 
C) scientific evidence 
D) straight-sell 
E) animation

Question 19

An advertising execution technique that is particularly popular for creating commercials targeted at children is:

Accepted Answer

A) slice-of-life 
B) demonstration 
C) testimonial 
D) scientific evidence 
E) animation 
A) slice-of-life 
B) demonstration 
C) testimonial 
D) scientific evidence 
E) animation

Question 20

Which of the following statements describes a potential problem associated with the use of indirect headlines in a print ad?

Accepted Answer

A) Indirect headlines rarely generate interest or curiosity and thus motivate the reader to become involved with the remainder of the ad. 
B) Indirect headlines may not be provocative enough to get the readers' attention and offer a reason for reading the remainder of the message. 
C) Indirect headlines must always be accompanied by an engaging visual appeal in order to be effective. 
D) Indirect headlines only work when readers are already interested in the category of the good or service being advertised. 
E) All of the above statements describe potential problems associated with the use of indirect headlines. 
A) Indirect headlines rarely generate interest or curiosity and thus motivate the reader to become involved with the remainder of the ad. 
B) Indirect headlines may not be provocative enough to get the readers' attention and offer a reason for reading the remainder of the message. 
C) Indirect headlines must always be accompanied by an engaging visual appeal in order to be effective. 
D) Indirect headlines only work when readers are already interested in the category of the good or service being advertised. 
E) All of the above statements describe potential problems associated with the use of indirect headlines.

Exam 9: Creative Strategy: Implementation and Evaluation

A copywriter can determine how much space he or she has to work with and how much copy to write after seeing the print ad's:

Which of the following statements about informational/rational advertising appeals is true?

An ad for Toyota vans shows how easily a child,who needs to use a bathroom,can get out of the vehicle.Which ad execution technique is being used in this ad?

What is the main text portion of a print ad called?

Aleve ran a series of ads showing everyday people having to deal with minor arthritic pains. In each instance, the individual was pleased to learn that two Aleve were just as effective as taking eight of his or her old pain reliever. This ad campaign is using a(n) _____ appeal.

An ad in a golfing magazine for a vacation resort in Virginia begins by stating that the resort has "Dozens of sporting diversions for the entire family." Then under that statement it reads,"Translation: guilt-free golf." The ad creator used which execution style with this ad?

The proprietary research technique developed by the McCann-Erickson Worldwide agency that helps evaluate how consumers feel about brands and the nature of their relationship with them is known as:

The headline reads, "Introducing new Crayola Washable Crayons for the youngest artist in your gallery." This is an example of a(n) _____ headline.

Taco Bell launched the advertising campaign for its Double Decker taco by running anonymous full-page ads featuring basketball stars issuing vague challenges to one another.This is an example of _____ advertising.

A print ad for flood insurance lists twenty good reasons why every homeowner should have flood insurance.This is an example of _____ advertising.

The Oscar Mayer ad touched the child in all of us when it showed Andy on the pier singing the "My bologna has a first name" jingle.This example of _____ advertising won America's heart and stomach.

The ad for TDAmeritrade investment company opens with the statement,"You can't plan for tomorrow if you don't know where your money is today." This statement indicates the entire ad is an example of _____ advertising.

The playing of the song "Like a Rock" in the broadcast ads for Chevrolet trucks is:

Underneath the headline,"Fully Loaded," in the ad for Browning shotguns was "Our most comprehensive line of autoloading shotguns ever." The second statement was printed in a typeface larger than the body copy but smaller than the headline.The second statement in the ad is an example of a:

An ad for Lipton tea states that according to laboratory research,"a serving of tea has more antioxidants than a serving of carrots or broccoli." Which type of ad execution is being used in this example?

When deciding on the visual portion of an ad,an advertiser must determine:

Which of the following is an advertising execution approach designed to illustrate key advantages or features of a product by showing it in actual use?

An advertising execution technique that is particularly popular for creating commercials targeted at children is:

Which of the following statements describes a potential problem associated with the use of indirect headlines in a print ad?

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

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