Exam 8: Creative Tactics Decisions

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

Presenting the strongest arguments at the beginning of the commercial message assumes a _____ is operating.

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.

A study showed that the use of pictures providing examples increased message recall when:

The visual portion of an advertisement may reduce its persuasiveness because:

It is important for marketers to carefully select actors for audio and video messages because:

Which of the following is NOT a strategy associated with the FCB planning grid?

A recent trend among major advertisers is to have _____ do the voiceovers for their commercials.

A series of drawings used to present the visual plan or layout of a commercial is known as a:

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

A marketer may NOT want to use a message that draws an explicit conclusion for a target audience if:

_____ is a type of advertising execution style that involves creating a central character who can deliver the advertising message and with whom the product or service can be identified.

There are more creative tactics recommendations for recall than for recognition in the R&P planning model because:

_____ 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.

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

An ad for Lipton tea states that according to laboratory research,"a serving of tea has more antioxidants than a serving of carrots or broccoli." Which type of ad execution is being used in this example?

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

Some marketers have moved to using ______ which is a lower-cost and highly engaging way to show regular people interacting with the brand.

The manufacturer of Smuckers jams and jellies used the following slogan for years: "With a name like Smuckers,it has to be good." The ad implies that the brand name is poorly chosen and is a negative attribute that is overcome by the high quality of the product.This is an example of a(n):

Common types of ______ headlines include those offering a specific benefit and making a promise.