Exam 7: Creative Strategy: Implementation and Evaluation

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

_____ is an advertising execution technique whereby the focus is on using excitement and suspense to tell a short story with the product as the star of the ad.

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

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

_____ is viewed as "something that moves people,speaks to their wants or needs,and excites their interest."

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

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

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

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

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.

A commercial for Honey-Flavored Wheat Chex cereal mix shows a bear made out of Wheat Chex cereal climbing a tree made out of Wheat Chex to reach a beehive made of Wheat Chex.Which type of creative execution does this commercial use?

Consumers perceive Maytag appliance as dependable.Consumers have assigned a _____ to the brand.

Which of the following statements describe a potential problem associated with the use of indirect headlines in a print ad?

Transformational advertising can differentiate a product or service by:

Once the basic script for a television commercial has been conceived,the writer and the art director get together to produce a ____,a series of drawings used to present the visual plan or layout of the commercial.

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

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

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

Advertising appeals that portray people in an advertisement as experiencing an arousing,upbeat and/or exciting benefit or outcome from using a product or service are relying on: