Exam 9: Creative Strategy: Implementation and Evaluation

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

A software development company runs an advertising campaign for one of its products emphasizing that it is the most preferred financial software brand. The ad also states, "Thousands of customers have switched over to our software." The company is making use of a(n) _____ appeal.

Slice-of-life advertisements usually use real-life people, not actors, to make the ads more credible to the audience.

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

The content in an advertisement that emphasizes facts, learning, and the logic of persuasion makes use of a(n) _____ appeal.

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

The Joint Policy Committee on Broadcast Relations has proposed a new compensation system that will base the pay for commercial actors on gross ratings points.

Edgars, a famous sports personality, appears in Venus Inc.'s ads in which he notes how the company's golf clubs have helped him win several major championships. He also states that in his experience, the clubs have a "perfect swing." Which of the following types of advertising execution is illustrated in this scenario?

Aleve Inc., a pharmaceutical company, launches an ad that claims, "Taking one pill from Aleve is as effective as taking three pills from any other company." This ad campaign is using a(n) _____ appeal.

Underneath the headline, "Fully Loaded," in an ad for Brett shotguns was written "Our most comprehensive line of autoloading shotguns ever." This 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(n):

A _____ appeal is used when the advertiser makes either a direct or an indirect comparison to another brand and usually claims superiority on one or more attributes.

Jim's Taco launched an advertising campaign for its new Guacamole taco by running anonymous full-page ads featuring basketball stars issuing mysterious challenges to one another. The ads were attempting to build curiosity without showing the product. This is an example of _____ advertising.

In a television ad, actor and noted animal lover Betty White praised, Frontline, a flea and tick treatment, for the way it protects her dogs and cats. Which of the following types of advertising execution has been illustrated in this scenario?

A chocolate manufacturer advertises heavily during Christmas with an ad that shows only a picture of red, green, and silver wrapped chocolates. The advertiser's aim is to create top-of mind awareness among consumers. In this scenario, the chocolate manufacturer is using _____ advertising.

Purchase motives such as convenience, comfort, economy, and performance are used as a basis for generating _____ appeals through advertising.

Marlboro used a cowboy to advertise its cigarettes for a number of years. "The Marlboro Man" became a central character through which the company delivered its advertising message. This is an example of:

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

A personal computer manufacturer has developed a significant technological breakthrough that will make its computers easier for novices to use. The computer manufacturer would do best to use a(n) _____ appeal to announce the breakthrough.

An ad for a brand of 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?

An ad for a vacation resort in Virginia begins by stating that the resort has "Dozens of sporting diversions for the entire family." Under that statement, it reads, "Translation: guilt-free golf." Which execution style is seen in this ad?