Deck 8: Creative Tactics Decisions

Question 1

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:

A) demonstration
B) testimonial
C) slice-of-life advertising
D) a response-stimuli execution

Answer 1

C

Question 2

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

A) Michael Jordan
B) Snap, Crackle, and Pop characters
C) Tiger Woods
D) Shaquille O'Neal

Answer 2

B

Question 3

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

A) Celine Dion
B) The Man from Glad
C) Wayne Gretzky
D) William Shatner

Answer 3

B

Question 4

The opening vignette talks about the latest interactive ads from Skittles,called "Create the Rainbow",where consumers can create their own Skittles ads online using various "wacky" scenarios.Which ad execution technique is being used in this ad?

A) Slice-of-life
B) Straight-sell
C) Humour
D) Demonstration

Question 5

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) dramatization
B) slice-of-life
C) testimonial
D) demonstration

Question 6

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

A) straight-sell execution
B) demonstration execution
C) dramatization execution
D) animation execution

Question 7

A television ad features a brand's particular advantage over its competitors.This is an example of a:

A) dramatization
B) comparison
C) demonstration
D) straight sell

Question 8

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

A) rational
B) emotional
C) teaser
D) transformational

Question 9

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?

A) Dramatization
B) Slice-of-life
C) Testimonial
D) Demonstration

Question 10

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

A) dramatization
B) testimonial
C) scientific/technical evidence
D) animation

Question 11

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:

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

Question 12

Advertisements for M&M candy featuring various colours of the candy taking on human personifications are examples of which type of creative execution?

A) Dramatization
B) Testimonial
C) Animation
D) Straight-sell

Question 13

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) Dramatization
B) Testimonial
C) Scientific/technical evidence
D) Comparison

Question 14

The Old Spice Man is an example of advertising that uses which of the following advertising execution techniques?

A) Testimonial
B) Demonstration
C) Imagery
D) Personality symbol

Question 15

Which of the following statements about the use of slice-of-life executions is NOT 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 feature a real person talking on the behalf of a product or service based on his or her personal use of and/or experiences with it.
D) Slice-of-life executions have also been used in ads for financial institutions that try to show how their products and services can allow a customer to reach their future aspirations.

Question 16

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

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

Question 17

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

Question 18

An ad for the Dodge Caravan shows how effectively the minivan handles the requirements of a family on the go.Which ad execution technique is being used in this ad?

A) Comparison
B) Straight-sell
C) Scientific evidence
D) Demonstration

Question 19

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

A) Testimonial
B) Slice-of-life
C) Humour
D) Demonstration

Question 20

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?

A) Slice-of-life
B) Testimonial
C) Demonstration
D) Scientific evidence

Question 21

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

A) primacy effect
B) recency effect
C) sleeper effect
D) credibility effect

Question 22

_____ 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) Imagery

Question 23

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

A) Order of presentation
B) Verbal versus visual message characteristics
C) Message sidedness
D) Body copy

Question 24

_____ 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) Slice-of-life

Question 25

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

A) imagery
B) slice-of-life
C) animation
D) testimonial

Question 26

_____ is the way a message appeal is presented.

A) Creative execution style
B) Message structure
C) Creative theme
D) Creative structure

Question 27

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

A) picture
B) primacy effect
C) recency effect
D) conclusion

Question 28

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) imagery
B) demonstration
C) slice-of-life
D) animation

Question 29

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

A) Imagery
B) Demonstration
C) Slice-of-life
D) Animation

Question 30

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

A) the audience is highly involved with the topic
B) the audience is highly educated
C) the message is high in complexity
D) the product is highly personal or involves ego issues

Question 31

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

A) one-sided message
B) two-sided message
C) nonverbal appeal
D) open-ended message

Question 32

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):

A) one-sided message
B) two-sided message
C) confrontational appeal
D) refutational message

Question 33

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

A) primacy effect
B) recency effect
C) sleeper effect
D) credibility effect

Question 34

An ad campaign to convince people to stop smoking uses three teens bungee jumping off a bridge.When they reach the ground,each grabs a can,opens it,and takes a drink.As the third person takes a drink,the can explodes and kills him.The final screen reads,"No other product but tobacco kills every third consumer." By placing the strongest point in the ad at the end,the ad's source is hoping its message benefits from the:

A) primacy effect
B) recency effect
C) sleeper effect
D) credibility effect

Question 35

A strong example of imagery execution style would be:

A) Mr. Clean helping to clean up a huge kitchen mess.
B) a happy, active family going on vacation in a new Chevy van.
C) a prosperous looking gentleman in a high-end restaurant, wearing a Rolex watch.
D) a dentist recommending Trident gum for his patients who chew gum.

Question 36

A special type of two-sided message is known as a(n)_____ message.The communicator presents both sides of an issue and then shows the opposing viewpoint to be false.

A) rational
B) nonverbal
C) emotional
D) refutational

Question 37

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

A) reduce the level of counterarguing
B) increase retention of the message
C) lead to a high level of counterarguing
D) deter recipients from drawing their own conclusions

Question 38

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):

A) one-sided message
B) two-sided message
C) nonverbal appeal
D) open-ended message

Question 39

Which of the following statements about the dramatization execution technique is NOT 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 testimonials to get the audience involved in the advertising story.

Question 40

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

A) are concerned about the impact of a two-sided message on source credibility
B) are concerned over presenting only the negative attributes of their brands
C) are concerned over the negative effects of acknowledging a weakness in their brand
D) have been proven ineffective by a number of different advertising research studies

Question 41

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

A) visualization
B) copy writing
C) art direction
D) the layout

Question 42

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

A) The headline
B) The subhead
C) The body copy
D) The logo

Question 43

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

A) Headline
B) Subhead
C) Body copy
D) Layout

Question 44

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.

A) visuals
B) subheads
C) jingles
D) trademarks

Question 45

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

A) illustration
B) visuals
C) body copy
D) headline

Question 46

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

A) Headlines
B) Subheads
C) Illustrations
D) Layouts

Question 47

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) direct headline
B) indirect headline
C) question
D) jingle

Question 48

Many advertising experts consider that the most important part of a print ad is the:

A) illustration
B) headline
C) layout
D) body copy

Question 49

_____ 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.

A) Direct headlines
B) Indirect headlines
C) Body copy
D) Subheads

Question 50

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

A) Indirect headlines rarely generate interest or curiosity and thus motivate the reader to become involved with the remainder of the ad.
B) Indirect headlines may not be provocative enough to get the readers' attention and offer a reason for reading the remainder of the message.
C) Indirect headlines must always be accompanied by an engaging visual appeal in order to be effective.
D) Indirect headlines only work when readers are already interested in the product or service being advertised.

Question 51

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

A) pictures may not attract attention to the product
B) processing stimulated by the picture may be less controlled and less favourable than the processing stimulated by words
C) pictures are always low in imagery value
D) verbal is always more effective than nonverbal communications

Question 52

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

A) Layout
B) Testimonial
C) Endorsement
D) Slice of life

Question 53

_______ headlines may be risky if the headline is not strong enough to get the reader to read the body copy.

A) Direct
B) Indirect
C) Straight-sell
D) Rational

Question 54

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

A) visual
B) indirect
C) affective
D) direct

Question 55

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

A) direct
B) indirect
C) straight-sell
D) rational

Question 56

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

A) illustrations
B) subheads
C) layouts
D) trademarks

Question 57

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

A) Headline
B) Body copy
C) Subheads
D) Primary copy

Question 58

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

A) the pictures attracted attention to the product.
B) the verbal information was low in imagery value.
C) the pictures were low in imagery value.
D) the consumer was loyal to a competing product.

Question 59

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

A) attract readers' attention
B) lead readers to click on the link to the brand's website
C) perform a segmentation function by attracting the attention and interest of consumers who are the best prospects for a product or service
D) put forth the main theme, appeal, or proposition of the ad in a few words

Question 60

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

A) headline
B) subhead
C) body copy
D) layout

Question 61

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

A) Dissonance strategy
B) Satisfaction strategy
C) Informative strategy
D) Affective strategy

Question 62

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

A) advertisers like recall more than recognition.
B) recall is more important than recognition.
C) recall is a more difficult mental task.
D) media organizations believe recall is a better objective.

Question 63

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

A) still photos
B) consumer-generated ads
C) reality-type filming of customers in purchase and consumption situations
D) lesser-known actors

Question 64

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

A) Storm windows
B) Bags of cat litter
C) Hall tables
D) Cosmetics

Question 65

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

A) Preproduction
B) Production
C) Postproduction
D) Preparation

Question 66

According to the FCB model,the _____ strategy is for highly involving products where rational thinking and economic considerations prevail.

A) habitual
B) informative
C) affective
D) dissonance reduction

Question 67

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

A) layout
B) voiceover
C) script
D) storyboard

Question 68

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:

A) execution style
B) like ad
C) authenticity
D) intensity of benefit claim

Question 69

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

A) visuals may not match the voices of the actors.
B) celebrities may require more money than the commercial is projected to bring in.
C) incorrect associations may be made if the audience recognizes the celebrity from another ad.
D) overexposure of the celebrity can strongly enhance the brand's message.

Question 70

_____ 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.

A) Jingle
B) Voiceover
C) Needledrop
D) Stock music

Question 71

During which stage of the commercial production process do activities such as editing,recording of sound effects,audio/video mixing,and agency approval occur?

A) Preproduction
B) Production
C) Postproduction
D) Preparation

Question 72

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

A) singing groups
B) celebrities with distinctive voices
C) everyday people
D) people with accents

Question 73

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

A) layout
B) voiceover
C) script
D) storyboard

Question 74

The audio portion of a commercial is often presented through the use of a(n):

A) layout
B) voiceover
C) illustration
D) headline

Question 75

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

A) needledrop
B) voiceover
C) catchy jingle
D) subhead

Question 76

According to the FCB planning model,a package goods company might want to send out free samples to generate trial and follow this with discount coupons to encourage repeat purchase when using a(n)_____ strategy.

A) informative
B) affective
C) habit formation
D) self-satisfaction

Question 77

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

A) video
B) audio
C) celebrity
D) print

Question 78

_____ are catchy songs about a product or service that usually carry the advertising theme and a simple message.

A) Voiceovers
B) Jingles
C) Needledrops
D) Theme songs

Question 79

Each of the following is a source of guidelines for the benefit claim of the brand message found in the creative tactics suggestions of the R&P planning model EXCEPT:

A) information of benefit
B) number of benefits
C) intensity of benefit claim
D) repetition of benefit claim

Question 80

The function of music in a commercial is to do all of the following EXCEPT:

A) provide a pleasant background for the message
B) create a mood state that will make consumers more receptive to the message
C) help establish or communicate a key selling point
D) showcase a famous music artist