Exam 9: Creative Strategy: Implementation and Evaluation

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

Which of the following is true of cartoon animation?

_____ is an advertising execution technique often used for emotional appeals. It offers viewers a form of mental escape and/or an opportunity to envision themselves in a certain situation.

When an advertiser cites technical information, such as the results of laboratory studies, in an advertisement, a(n) _____ style of execution is being used.

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

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

Which of the following is true of image advertisements?

The purpose of the dramatization technique is to present scientific/technical information or laboratory studies to support the advertising claim.

The objective of an ad with a rational appeal is to persuade the target audience to buy the brand because it is the best available or does a better job of meeting consumers' needs.

The ad for an investment company opens with the statement, "You can't plan for tomorrow if you don't know where your money is today," and continues with relevant information about investment and its benefits. This ad is an example of _____ advertising.

_____ 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 common techniques used to write direct headlines include using questions, provocations, how-to statements, and challenges.

Advertising appeals that relate to consumers' social and/or psychological needs for purchasing a product or service are known as _____ appeals.

An automobile manufacturer runs an advertisement proclaiming that one of its luxury cars has been the best-selling model in the United States for two straight years. This is an example of an ad using a(n) _____ appeal.

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

The ad for F.N. Inc., an investment bank, states that the company is "Ranked #1 by the Trading World Magazine." In this scenario, the ad is using a(n) _____ appeal.

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

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

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

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