Exam 9: Creative Strategy: Implementation and Evaluation

Manten is a popular brand of hiking boots. Its advertisements emphasize the experience of conquering unfamiliar terrain in the wild. They portray vivid, captivating visuals of cliffs, rivers, and jungles. The campaign is also accompanied by a popular jingle that reflects the qualities of freedom, wilderness, and adventure that the company values. This approach is most likely an example of _____ advertising.

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

Mr. Peanut from the Planters Nut Company's ads is an example of advertising that uses a _____ in its execution technique.

During which stage of commercial production process do activities such as editing, recording of sound effects, audio/video mixing, and agency approval occur?

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

_____ are words in the leading position of a print advertisement that are likely to be read first.

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

Advertising appeals that focus on functional or utilitarian needs and emphasize product features and benefits are known as _____ appeals.

Well-known brands and market leaders often run ads that do not use any specific types of appeals, but focus primarily on keeping their brand name visible to consumers. This type of advertising is known as _____ advertising.

Rational and emotional advertising appeals:

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

To announce sales, special offers, or discount rates, retailers often use a(n) _____ appeal.

The _____ is considered the heart of a print ad but is often difficult to get readers to attend to.

Which of the following questions should be used as a criterion when evaluating creative output?

Image executions rely heavily on visual elements such as photography, color, tonality, and design.

While the body copy is usually the heart of the advertising message, getting the target audience to read it is often difficult.

Ads for industrial and other business-to-business products generally use straight-sell messages in print ads.

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

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

Headlines that are very straightforward and informative in the message they are presenting are known as _____ headlines.