Deck 9: Creative Strategy: Implementation and Evaluation

Question 1

_____ appeal.

A)emotional
B)competitive advantage
C)fear
D)favorable price
E)transformational

Answer 1

B

Question 2

_____ appeal.

A)informational/rational
B)product popularity
C)emotional
D)fear
E)refutational

Answer 2

A

Question 3

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

A)The particular features,benefits,or attributes that serve as the basis for these appeals are constant across product categories.
B)These types of appeals work well for products but not for services.
C)The particular features,benefits,or attributes that serve as the basis for these appeals vary from one product or service category to another as well as by market segment.
D)The particular features,benefits,or attributes that serve as a basis for these appeals generally do not vary by market segment.
E)Informational/rational ads create feelings,images,beliefs,and meanings about the product or service.

Answer 3

C

Question 4

One of the reasons Hyundai utilized an integrated marketing communications campaign was research indicated:

A)that product features were less important than promotional expenditures
B)a high percentage of buyers do most of their comparison shopping on the Internet
C)competing automobile manufacturers were reducing their Internet presence allowing Hyundai an opportunity to create an electronic comparative advantage
D)situational creative appeals are easier to convey using integrated marketing communications
E)all of the above See opening vignette.

Question 5

Advertising appeals that focus on functional or utilitarian needs and emphasize product features and benefits are known as _____ appeals.

A)informational/rational
B)emotional
C)price
D)inherent drama
E)image

Question 6

Marketers of Hyundai automobiles recognized they needed a brand image:

A)similar to other inexpensive automobile manufacturers
B)that would allow the firm to avoid having to pay for television advertising
C)in order to win creative advertising awards
D)to support their premium positioning
E)that promoted safety over security See opening vignette.

Question 7

Purchase motives,such as convenience,comfort,economy and performance are used as a basis for _____ appeals.

A)informational/rational
B)emotional
C)price
D)inherent drama
E)refutational

Question 8

Advertisements that focus on the dominant attributes or characteristics of a product or service are known as _____ appeals.

A)feature
B)news
C)price
D)product popularity
E)generic

Question 9

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

A)advertising appeal
B)creative execution style
C)rational appeal
D)emotional appeal
E)big idea

Question 10

Which of the following is an example of a favorable price appeal?

A)Dillard's department store announces a 24-hour sale.
B)Kroger supermarkets advertise their everyday low prices.
C)Denny's restaurant promotes its $2.99 Grand Slam Breakfast.
D)Nissan advertises the latest model of the Altima as the lowest priced car in its class.
E)All of the above use a favorable price appeal.

Question 11

To announce sales,special offers,or everyday low prices retailers often use a _____ appeal.

A)functional
B)popularity
C)favorable price
D)transformational
E)productive

Question 12

_____ appeal.

A)emotional
B)competitive advantage
C)fear
D)favorable price
E)transformational

Question 13

The agency that developed the Jack-in-the-Box fast-food restaurants ads used an irreverent return of a brand image that was remembered by customers from previous years,thereby creating:

A)advertising appeal
B)creative plan
C)marketing plan
D)sales approach
E)sales presentation

Question 14

The content of advertising with _____ emphasizes facts,learning and the logic of persuasion.

A)emotional appeals
B)informational/rational appeals
C)transformational appeals
D)subliminal appeals
E)irrational appeals

Question 15

Which of the following statements about feature appeals is true?

A)Feature appeals tend to be very informative and present a number of attributes that can be used as the basis for a rational purchase decision.
B)Feature appeals are never used for technical and high-involvement products.
C)Feature appeals can be used for advertising a product but not a service.
D)Feature appeals never focus on attributes or benefits that are important to consumers.
E)All of the above statements about feature appeals are true.

Question 16

_____ appeal.

A)emotional
B)competitive advantage
C)popularity
D)favorable price
E)transformational

Question 17

_____ refers to the approach used in an advertisement to elicit some consumer response or influence feeling.The way this approach is turned into an advertising message is the _____.

A)advertising appeal;advertising campaign
B)creative execution style;advertising appeal
C)creative execution style;advertising campaign
D)advertising appeal;creative execution style
E)brand image;positioning

Question 18

McDonald's creates commercials designed to make parents feel good when they take their children to McDonald's restaurants.This is an example of:

A)how rational appeals are used
B)how product popularity appeals are used
C)transformational advertising
D)reminder advertising
E)teaser advertising

Question 19

_____ appeal.

A)news
B)favorable price
C)feature
D)popularity
E)emotional

Question 20

Imagine 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 which of the following types of appeals to announce the breakthrough?

A)favorable price appeal
B)emotional appeal
C)news appeal
D)popularity appeal
E)transformational appeal

Question 21

Advertising appeals that portray people in an advertisement as experiencing an arousing,upbeat and/or exciting benefit or outcome from using a product or service are relying on:

A)informational integration
B)rational integration
C)mood transfer
D)emotional integration
E)outcome integration

Question 22

Transformational advertising can differentiate a product or service by:

A)convincing a consumer of the superior performance of a brand
B)making the consumption experience more meaningful,exciting and enjoyable
C)making a consumption experience last longer
D)showing performance superiority of one brand over another
E)proving brand superiority

Question 23

An advertisement for the State of Alabama shows a family with two teens arriving in the state alienated from each other.The fun they experience in the state brings the family back together again.The commercial ends with all four running down the beach holding hands.This ad uses _____ for its appeal.

A)informational integration
B)rational integration
C)mood transfer
D)emotional integration
E)outcome integration

Question 24

Consumers perceive Maytag appliance as dependable.Consumers have assigned a _____ to the brand.

A)product benefit
B)personality
C)product features
D)unique selling proposition
E)market rank

Question 25

Advertisements that create feelings,meanings,images or beliefs about a product or service that can be activated when consumers use it are known as _____ ads.

A)rational
B)transformational
C)nostalgic
D)affective
E)informational

Question 26

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

A)The favorable feeling created by the appeal may transfer to the brand.
B)Emotional appeals can create favorable mood states,which make consumers more receptive to an advertising message.
C)Research has proven that emotional messages are better remembered than non-emotional messages.
D)Emotional appeals can create feelings or images that are activated when consumers use the brand.
E)All of the above are reasons why a marketer may use an emotional appeal.

Question 27

The computer software company Intuit runs an advertising campaign for Quicken that emphasizes the fact it is the most preferred and best selling brand of financial software.This is an example of what type of advertising appeal?

A)emotional
B)teaser
C)product popularity
D)transformational
E)favorable price

Question 28

_____ advertising attempts to make the experience of using a product or service richer,warmer or more exciting.

A)Informational
B)Competitive advantage
C)Transformational
D)Image
E)Rational

Question 29

Skyy Vodka's use of cinematic-inspired cocktail moments created marketing success through:

A)image advertising
B)television infomercials
C)CEO spokesperson press releases
D)banner advertising
E)all of the above See Exhibit 9-6

Question 30

Rational and emotional advertising appeals:

A)represent two distinctive approaches which should never be combined because they divide the focus of consumers' attention
B)are essentially the same
C)can be combined since consumers' purchase decisions are often made on the basis of rational and emotional motives
D)are used together only for low-involvement products
E)are accurately described by none of the above

Question 31

Advertisers create emotional advertising appeals by:

A)using humorous advertisements
B)using sexual appeals
C)using transformational advertising
D)creating favorable mood states
E)doing all of the above

Question 32

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

A)product benefits
B)brand personality
C)feelings or emotional attachments to the brand
D)rational motives
E)competitive advantage over similar products in the market

Question 33

Advertising appeals that relate to consumers' social and/or psychological needs for purchasing a product or service are known as _____ appeals.

A)informational
B)rational
C)irrational
D)emotional
E)feature

Question 34

Advertisers frequently use emotional appeals to advertise their products and services rather than rational appeals because:

A)consumers' motives for purchase decisions are often rational in nature
B)consumers' feelings about a brand can be more important than their knowledge of its features or attributes
C)emotional appeals to consumers often are less effective when brands are similar
D)emotional appeals are often less exciting and interesting than rational appeals
E)emotional appeals cannot help differentiate brands that consumers view as somewhat homogenous

Question 35

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

A)product rank
B)personality
C)product features
D)unique selling proposition
E)market rank

Question 36

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:

A)focus group research
B)transformational research
C)emotional bonding
D)psychographics
E)ethnographics

Question 37

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.

A)competitive advantage
B)refutational
C)transformational
D)transactional
E)image

Question 38

Toyota ran an advertisement proclaiming their Camry has been the best selling model in the United States for two straight years.This is an example of a _____ appeal.

A)feature
B)favorable price
C)news
D)product popularity
E)generic

Question 39

Haggar used a humorous integrated marketing campaign to:

A)compete for product rank among upscale clothing manufacturers
B)reposition their brand as an anti-fashion product for middle-aged men
C)eliminate the for product feature specifications
D)reinforce their unique selling proposition as an industrial supplier for government clothing purchasing agents
E)all of the above

Question 40

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:

A)emotional ties he or she has with the product and/or brand
B)brand personality
C)product benefits
D)self-actualization motives for purchasing
E)self-esteem motives that will be affected by the purchase

Question 41

When the 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.

A)reminder
B)transformational
C)teaser
D)emotional
E)cognitive

Question 42

An ad for Toyota vans shows how easily a child,who needs to use a bathroom,can get out of the vehicle.Which ad execution technique is being used in this ad?

A)comparison
B)demonstration
C)scientific evidence
D)straight-sell
E)animation

Question 43

_____ advertising is sometimes used to create curiosity and build interest and excitement in a new product or brand by talking about it but not showing it.

A)Reminder
B)Teaser
C)Curiosity
D)New product
E)Rational appeal

Question 44

_____ execution.

A)dramatization
B)slice-of-life
C)scientific/technical evidence
D)testimonial
E)animation

Question 45

The argument by famous advertising copywriter David Ogilvy that "what you say in advertising is more important than how you say it" suggests:

A)advertising appeal is more important than the way it is executed
B)advertising execution is more important than the appeal
C)advertising appeals and executions are equally important
D)advertising execution is more important than message content
E)the product is more important than the creative appeal

Question 46

Straight-sell message executions are commonly used with _____ advertising appeals.

A)informational/rational
B)emotional
C)teaser
D)transformational
E)emotional integration

Question 47

Ads for Oneida flatware show a piece of Oneida flatware,the headline,"ONEIDA," and the slogan "Your table is ready" in small print.This type of ad is intended as _____ advertising.

A)transformational
B)reminder
C)curiosity
D)emotional integration
E)favorable price appeal

Question 48

Hershey's advertises heavily around Christmas with ads that show only a picture of red,green and silver wrapped Hershey Kisses chocolate.Hershey's is using _____ advertising.

A)transformational
B)reminder
C)curiosity
D)emotional integration
E)teaser

Question 49

The ad for TDAmeritrade investment company opens with the statement,"You can't plan for tomorrow if you don't know where your money is today." This statement indicates the entire ad is an example of _____ advertising.

A)straight-sell
B)transformational
C)testimonial
D)teaser
E)refutational

Question 50

In a television ad,actress and noted animal lover Betty White praised a flea and tick treatment called Frontline for the way it protects both her dogs and cats.These ads are an example of the use of what type of execution?

A)comparisons
B)slice-of-life
C)humor
D)testimonial
E)demonstration

Question 51

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.

A)teaser
B)reminder
C)repetitive
D)popularity
E)brandstanding

Question 52

A print ad for flood insurance lists twenty good reasons why every homeowner should have flood insurance.This is an example of _____ advertising.

A)straight-sell
B)transformational
C)testimonial
D)teaser
E)refutational

Question 53

Which of the following statements about the use of teaser advertising is true?

A)Teaser ads cannot be used to draw attention to and generate publicity for an upcoming advertising campaign.
B)Teaser ads do not work well because consumers really do not pay much attention to advertising.
C)Teaser ads can be effective but marketers must be careful not to use them too long.
D)Teaser ads usually offend consumers.
E)None of the above statements about the use of teaser advertising is true.

Question 54

Tiger Woods appears in ads for Nike in which he notes how the company's golf clubs helped him win so many major championships.This is an example of which type of advertising execution?

A)slice-of-life
B)testimonial
C)demonstration
D)scientific evidence
E)dramatization

Question 55

Which of the following is an advertising execution approach designed to illustrate key advantages or features of a product by showing it in actual use?

A)comparison
B)demonstration
C)scientific evidence
D)straight-sell
E)animation

Question 56

_____ execution is being used.

A)dramatization
B)slice-of-life
C)scientific/technical evidence
D)testimonial
E)animation

Question 57

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?

A)a dramatization
B)testimonial
C)scientific/technical evidence
D)slice-of-life
E)comparison

Question 58

:

A)straight-sell or factual message
B)demonstration
C)testimonial
D)dramatization
E)animation of key benefits approach

Question 59

_____ execution is being used.

A)dramatization
B)slice-of-life
C)animation
D)demonstration
E)testimonial

Question 60

Taco Bell launched the advertising campaign for its Double Decker taco by running anonymous full-page ads featuring basketball stars issuing vague challenges to one another.This is an example of _____ advertising.

A)reminder
B)teaser
C)transformational
D)favorable price appeal
E)news appeal

Question 61

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

A)Michael Jordan
B)Betty Crocker
C)Tiger Woods
D)Shaquille O'Neal
E)all of the above

Question 62

An advertising execution technique used by business-to-business marketers depicting the negative consequences of making incorrect purchase decisions is referred to as:

A)a problem-solution execution
B)slice-of-death advertising
C)slice-of-life advertising
D)a response-stimuli execution
E)informational advertising

Question 63

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?

A)dramatization
B)slice-of-life
C)slice-of-death
D)testimonial
E)demonstration

Question 64

The state of Colorado runs an ad in which it 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 which type of execution technique?

A)dramatization
B)testimonial
C)fear
D)animation
E)scientific evidence

Question 65

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 _____ execution style to get the audience to envision themselves in Timber Land.

A)imagery
B)demonstration
C)slice-of-life
D)animation
E)competitive advantage

Question 66

Which of the following statements about the use of slice-of-life executions is true?

A)Slice-of-life executions are very inefficient in business-to-business advertising.
B)To be effective,a slice-of-live execution should avoid mimicking real life because its primary purpose is to rise above the clutter.
C)Slice-of-life executions only work well for advertising for consumer products with perceived homogeneous qualities.
D)Many advertisers like slice-of-life executions because they feel they are an effective way to present a situation to which consumers can relate.
E)All of the above statements about the use of slice-of-life executions are true.

Question 67

Which of the following statements about slice-of-life executions is true?

A)Slice-of-life executions are sometimes criticized for being unrealistic and irritating.
B)Slice-of-life executions often present a problem consumers encounter and suggest a solution.
C)Slice-of-life executions can be used effectively by business-to-business marketers.
D)Procter & Gamble has traditionally been a frequent user of slice-of-life executions.
E)All of the above statements about slice-of-life executions are true.

Question 68

The Marlboro cowboy used to advertise Marlboro cigarettes for a number of years is an example of what type of advertising execution technique?

A)testimonial
B)demonstration
C)personality symbol
D)slice-of-death
E)imagery

Question 69

_____ 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.

A)Slice-of-life
B)Animation
C)Dramatization
D)Testimonial
E)Imagery

Question 70

Imagery executions are particularly well suited for which type of medium?

A)television
B)newspapers
C)radio
D)magazines
E)direct mail

Question 71

_____ 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.

A)Demonstration
B)Testimonial
C)Personality symbol
D)Fantasy
E)Slice-of-life

Question 72

Mr.Peanut from the Planters Nut Company's ads is an example of advertising that uses which of the following advertising execution techniques?

A)informational/rational
B)demonstration
C)fantasy
D)personality symbol
E)a behavioral appeal

Question 73

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?

A)dramatization
B)slice-of-life
C)slice-of-death
D)testimonial
E)demonstration

Question 74

_____ 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.

A)Image advertising
B)Demonstration
C)Slice-of-life
D)Animation
E)Competitive advantage

Question 75

:

A)comparison
B)endorsement
C)demonstration
D)straight sell
E)slice-of-life

Question 76

Which of the following statements about the dramatization execution technique is true?

A)The dramatization execution technique is particularly well suited to television.
B)The dramatization execution technique often relies on the problem/solution approach.
C)The dramatization execution technique is similar to a slice-of-life execution but uses more excitement and suspense.
D)The goal of the dramatization execution technique is to use drama to get the audience involved in the advertising story.
E)All of the above statements about the dramatization execution technique are true.

Question 77

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?

A)a problem-solution execution
B)slice-of-death advertising
C)slice-of-life advertising
D)a response-stimuli execution
E)informational advertising

Question 78

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

A)slice-of-life
B)demonstration
C)testimonial
D)scientific evidence
E)animation

Question 79

A commercial for Honey-Flavored Wheat Chex cereal mix shows a bear made out of Wheat Chex cereal climbing a tree made out of Wheat Chex to reach a beehive made of Wheat Chex.Which type of creative execution does this commercial use?

A)dramatization
B)testimonial
C)animation
D)straight-sell
E)slice-of-death

Question 80

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

A)dramatization
B)slice-of-life
C)theater style
D)a testimonial
E)a demonstration