Exam 9: Creative Strategy: Implementation and Evaluation

The written version of a television commercial that provides a detailed description of its video and audio content is known as a:

The ultimate responsibility for determining whether an ad deceives or offends the target audience lies with the client.

A master recording of a music track is not as expensive as the rights to use the musical composition of the track.

The physical arrangement of the various parts of an ad, including headlines, subheads, illustrations, body copy, and identifying marks, is known as a(n):

An ad for Novell solutions targeting businesspeople used the headline, "ERP: Sound made by CIO when people see data they shouldn't." The actor playing the executive in the ad has a distressed, almost fearful look on his face. Which of the following execution techniques has been used in this ad?

An ad for a van shows how easily a small boy and his grandfather can get in and out of the vehicle. It also emphasizes the positioning of handles at appropriate places that make transit easier for older people. Which ad execution technique is being used in this ad?

If consumers perceive MC-Cola as a drink that spreads happiness and cheer, they have assigned a _____ to the brand.

A(n) _____ refers to the approach used in an advertisement to elicit some consumer response or to influence the feelings of consumers toward a product, service, or cause.

_____ are catchy songs about a product or service that usually carry the advertising theme and a simple message.

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

Advertisements that focus on the dominant attributes or characteristics of a product or service are making use of _____ appeals.

An international denim brand asks its advertising agency to create a campaign to instill an emotional connect to the brand in young people all over the world. The agency is asked to focus on the adventure-seeking nature of the youth. In the given scenario, the brand is trying to come up with a(n) _____.

An ad for a new hatchback shows four college students hunting for a parking place in a large, nearly-full parking lot. When they finally find a spot and park the car, they discover that they can't open the doors to get out. One of them opens the hatchback and the commercial ends with them exiting the car through the hatchback. This commercial uses:

The evaluation process of creative outputs is usually subjective; the advertising or brand manager relies on qualitative considerations for evaluation.

Research shows that consumers perceive McNight beer as strong, bold, and adventurous. This is an example of how consumers assign a _____ to a brand.

A campaign run by the manufacturers of Glad garbage bags informs viewers that Glad garbage bags are twice as thick as those made by Crash Bin Bags, the leading garbage bag brand in the market. In this scenario, Glad is using a(n) _____ appeal.

Price appeal ads are often used by national advertisers during recessionary times.

Advertisements that portray people experiencing an arousing, upbeat, and/or exciting benefit or outcome from using a product or service are relying on:

_____ is an occupational term in the advertising and music industries that refers to prefabricated, multipurpose music that is often used as the background audio portion of a commercial.

Which of the following statements is true of feature appeals?