Exam 9: Creative Strategy: Implementation and Evaluation

A widely used advertising execution style for packaged products, which attempts to portray situations consumers might face while using them in their daily activities, is known as _____ execution.

_____ 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.

A copywriter can determine how much space she has to work with and how much copy to write after seeing a print advertisement's:

A transformational advertisement must connect the audience with the advertisement in such a way that the experience of the product/service is independent of the experience generated by the advertisement.

Experts suggest that advertisements targeted to older consumers should use actors who are older than the targeted audience, as that makes the message seem more credible.

Which of the following statements explains why marketers use emotional appeals?

When Platinum Motors Inc. was preparing to introduce a new model, ads were run for several weeks that talked about the new car but never showed it. This is an example of _____ advertising.

Advertisers create emotional advertising appeals by using:

Many advertising experts consider the most important part of a print ad to be the:

The use of an actor's voice for reading poetry in a series of automobile commercials is an example of a:

An ad for Calloway Resorts stresses the different recreational activities available to visitors. It also explains the various facilities that guests can use while staying at the resort. This is an example of a(n) _____ appeal.

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

The layout of a print ad determines the content of the message required to convince the target audience.

Which of the following statements is true of informational advertising appeals?

The audio portion of a commercial is often presented through the use of a(n):

A Bright laundry detergent ad showed a baseball team-manager removing stains from two dozen uniforms by throwing them in a washer and adding Bright detergent. Which of the following advertising execution styles has been illustrated in this scenario?

An ad for Sylio, a prescription medicine for people with scoliosis, uses a visual representation of the drug's action and effect on the human body. The ad states that the drug is made with natural active ingredients, and that side-effects, if any, are all minor and long-term. The ad is an example of a(n):

_____ are used in the execution of ads that involve creating a central character that can deliver the advertising message and with whom the product or service can be identified.

Straight-sell message executions are commonly used with _____ advertising appeals.

Which of the following is a common criticism of TV commercials?