Exam 9: Creative Strategy: Implementation and Evaluation

Imagery executions are particularly well suited for which type of medium?

Advertisers frequently use emotional appeals to advertise their products and services rather than rational appeals because:

The Marlboro cowboy used to advertise Marlboro cigarettes for a number of years is an example of what type of advertising execution technique?

_____ advertising is sometimes used to create curiosity and build interest and excitement in a new product or brand by talking about it but not showing it.

In a Neutrogena moisturizer with superior sun protection ad, a dermatologist's report stated, "A year of incidental sun equals baking for a week at the beach!" This is an example of a(n) _____ execution.

_____ are secondary headlines that usually appear in a type size smaller than the main headline but larger than the body copy of a print ad.

The Glad trash bag campaign, which used the slogan "Don't get mad. Get Glad," tells the reader Glad trash bags are twice as thick as the leading volume bag. Glad uses a(n) _____ appeal.

When an advertiser has something important or new to announce to a target audience. A(n) _____ headline will be used.

A Tide detergent ad showed a high school team manager easily removed all the grass and dirt stains from two dozen baseball uniforms by simply throwing them in a washer and adding Tide.The ad creator used which execution style?

The _____ is the manner in which an advertising idea is turned into a message and presented to consumers.

_____ are the print ad components used to break up large amounts of copy and highlight key selling points.

The computer software company Intuit runs an advertising campaign for Quicken that emphasizes the fact it is the most preferred and best selling brand of financial software.This is an example of what type of advertising appeal?

Hershey's advertises heavily around Christmas with ads that show only a picture of red,green and silver wrapped Hershey Kisses chocolate.Hershey's is using _____ advertising.

_____ is an advertising execution technique whereby the focus is on using excitement and suspense to tell a short story with the product as the star of the ad.

Advertisements that create feelings,meanings,images or beliefs about a product or service that can be activated when consumers use it are known as _____ ads.

When a person speaks on the behalf of a product or service based on his or her personal use of and/or experiences with it, a(n) _____ execution is being used.

_____ advertising attempts to make the experience of using a product or service richer,warmer or more exciting.

The function of music in a commercial is to:

Which of the following is a basic component of a print advertisement?