Exam 8: Creative Tactics Decisions

On a cost-per-minute basis,____ messages are the most expensive messages to produce.

During which stage of the commercial production process do cost estimating,casting,location selection,and selecting a director occur?

"The ______ must be long enough to communicate the advertiser's message yet short enough to hold readers' interest"

When an advertiser cites technical information such as the results of laboratory studies in an advertisement,a(n)_____ execution is being used.

When a target audience already holds a favourable opinion on a topic or issue a(n)_____ is most effective.

_____ is the way a message appeal is presented.

A commercial showing trucks and SUVs navigating tough terrain is an example of ______ advertising execution.

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

_____ are secondary headlines that usually appear in a type size smaller than the main headline but larger than the body copy of a print ad.

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

Which of the following is an example of an advertising personality symbol?

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

Each of the following is a source of guidelines for the emotional portrayal of motive found in the creative tactics suggestions of the R&P planning model EXCEPT:

An ad shows dandruff on Jim's shoulder.He is rebuffed by his girlfriend.He then applies Head and Shoulders,and his dandruff disappears.His girlfriend is attracted to him again.This is an example of:

Which of the following is NOT a critical point of a message structure?

Drawing a _______ in the message may make sure that the target audience gets the point the marketer intended.

A print ad for Titleist golf balls uses the headline "Do you ever wonder why Mike Weir can hit a golf ball so far?" This is an example of a(n):

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

A marketer may not want to put weak arguments at the beginning of an advertising message because this action may:

The R&P planning model is superior to the FCB model for all of the following reasons EXCEPT: