Exam 7: Creative Strategy: Implementation and Evaluation

During the 1999 Super Bowl,many people saw and remembered the ad that showed former Superman star and then wheelchair-bound Christopher Reeves walking to a podium to receive an award.Few people remember the product being advertised because the:

A personal computer manufacturer has developed a significant technological breakthrough that will make its computers easier to use for novices.The computer manufacturer will probably use _____ appeal to announce the breakthrough.

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

Which of the following statements provides a reason for why marketers use emotional appeals?

The state of Colorado runs an ad which shows an obviously scared third grader getting ready to go on stage for his first public stage appearance.He is dressed to look like a carrot.The ad tells the reader that being a third grader is much more stressful than we remember and causes us to have great sympathy for the young man dressed in the ridiculous costume.The tag line at the end of the ad reads,"Your kids need a carefree Colorado vacation as much as you do." This is an example of the:

Dramatization is particularly well suited for which type of medium?

The agency that developed the 'Jack-in-the-Box' fast-food restaurants ads created a new ad with the return of a brand image that was remembered by customers from previous years,thereby creating a(n):

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

An ad in a golfing magazine for a vacation resort in Virginia begins by stating that the resort has "Dozens of sporting diversions for the entire family." Then under that statement it reads,"Translation: guilt-free golf." The ad creator used which execution style with this ad?

Underneath the headline,"Fully Loaded," in the ad for Browning shotguns was "Our most comprehensive line of autoloading shotguns ever." The 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:

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

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

_____ is designed to give a company or brand a unique association or personality and is often transformational in nature.

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

Which of the following statements is true about informational/rational advertising appeals?

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

According to McCann-Erickson's concept of emotional bonding,the most basic relationship a consumer has with a brand is how he or she thinks about the:

The _____ is the manner in which an advertising idea is turned into a message and presented to consumers.

Research has shown that the first thing people look at in a print ad is the:

The ad for TDA meritrade investment company opens with the statement,"You can't plan for tomorrow if you don't know where your money is today" and continues with a lot of information about investment and its benefits.This indicates that the ad is an example of _____ advertising.