Exam 7: Creative Strategy: Implementation and Evaluation

According to McCann-Erickson's concept of emotional bonding,the strongest relationship that develops between a brand and a consumer is based on:

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

A print ad for the Apple Cider Vinegar Diet used the headline,"Maybe Eve was on to something." This is an example of a(n):

Advertisers create emotional advertising appeals by using:

Marlboro used a cowboy to advertise Marlboro cigarettes for a number of years.This is an example of:

A copywriter can determine how much space he or she has to work with and how much copy to write after seeing the print ad's:

An ad for Novell solutions targeted to businesspeople was headlined,"ERP: Sound made by CIO when people see data they shouldn't." The executive in the ad has a distressed,almost fearful look on his face.Which execution technique used to create this ad?

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

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

When Ford Motor Company 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.

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

An ad for Enbrel,a prescription medicine for people who have rheumatoid arthritis,tells the reader that this drug has proven to work for people who have had little or no pain relief from other drugs.The factual,news like nature of the ad indicates that it is using a(n)_____ appeal.

Which of the following statements is true about feature appeals?

Professional golfer Arnold Palmer appeared in ads advocating the engine protection cars get from Pennzoil motor oil.This is an example of a(an):

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

The Oscar Mayer ad touched the child in all of us when it showed Andy on the pier singing the "My bologna has a first name" jingle.This example of _____ advertising won America's heart and stomach.

_____ is an advertising execution technique often used for emotional appeals.It offers a viewer a form of mental escape and/or an opportunity to envision themselves in a certain situation.

Which of the following is a basic component of a print advertisement?

Intuit,a computer software company,runs an advertising campaign for Quicken that emphasizes the fact it is the most preferred brand of financial software.This is an example of a(n):

A Tide detergent ad showed a high school team manager easily removed all the grass and dirt stains from two dozen baseball uniforms by simply throwing them in a washer and adding Tide.The ad creator used which execution style?