Exam 8: Creative Tactics Decisions

The function of a headline in a print ad is to do all of the following EXCEPT:

A commercial that places the strongest points at the end of the message assumes a ___,whereby the last arguments presented are the most persuasive.

Most advertisers refuse to use two-sided messages because they:

_____ is an occupational term in the advertising and music industries that refers to prefabricated,multipurpose music that is often used as the background audio portion of a commercial.

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

_____ is an advertising execution technique where some ads contain little or no information about the brand and are almost totally visual.

Recent television commercials for Buckley's Mixture invited consumers to "show us your Buckley's face".Their contorted expressions conveyed the idea that Buckley's tasted awful,with the implied suggestion that it was effective against coughs.This is an example of a(n):

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

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

When an advertiser has something important or new to announce to a target audience,a(n)_____ headline will be used.

The ______ portion of an ad must attract attention and work in a synergistic fashion with the headline and body copy to produce an effective message.

Which of the following statements about the use of slice-of-life executions is NOT true?

Standard poster format,portrait orientation,landscape orientation,vertical or horizontal splits are all terms used to describe:

According to the FCB planning model,for which of the following products would an affective strategy be most appropriate?

_____ is considered the heart of a print ad but is often difficult to get people to read.

"You always have time for Tim Hortons" is an example of a:

Timberland Co.sells all-weather gear.For its advertising,it has developed an imaginary place called Timber Land,which is a utopian setting of extraordinary landscapes and crystal-clear water.Its ads use a(n)_____ execution style to get the audience to envision themselves in Timber Land.

A widely used advertising execution style for packaged goods products which attempts to portray a situation consumers might face in their daily lives is known as:

_____ is the words in the leading position of an advertisement that are likely to be read first.

Skier Tommy Moe appears in ads for Dynastar skis in which he notes how the company's Coupe S Super Sidecut model helped him win the gold medal in the downhill race at the Winter Olympics.This is an example of which type of advertising execution?