Question 1

Which of the following statements about the dramatization execution technique is NOT true?

Accepted Answer

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

Question 2

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

Accepted Answer

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

Question 3

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

Accepted Answer

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

Question 4

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

Accepted Answer

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

Question 5

A ________ is a written version of a video message that provides a detailed description of its video and audio content.

Accepted Answer

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

Question 6

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?

Accepted Answer

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

Question 7

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

Accepted Answer

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

Question 8

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

Accepted Answer

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

Question 9

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

Accepted Answer

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

Question 10

Which of the following is NOT one of R&P's suggestions regarding building brand awareness through recognition and recall?

Accepted Answer

A)  The brand and the category need should be connected in the primary benefit claim. 
B)  A jingle or similar memory tactic should be included. 
C)  The primary benefit claim in the ad should be lengthy in order to be easily understood. 
D)  A bizarre or unusual execution style can be used if it is consistent with the brand attitude objective.

Question 11

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

Accepted Answer

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

Question 12

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

Accepted Answer

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

Question 13

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?

Accepted Answer

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

Question 14

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

Accepted Answer

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

Question 15

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?

Accepted Answer

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

Question 16

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

Accepted Answer

A)  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. 
B)  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. 
C)  Slice-of-life executions often present a problem consumers encounter and suggest a solution. 
D)  Slice-of-life executions are sometimes criticized for being unrealistic and irritating.

Question 17

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

Accepted Answer

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

Question 18

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

Accepted Answer

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

Question 19

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.

Accepted Answer

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

Question 20

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________  execution is being used.

Accepted Answer

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

Exam 8: Creative Tactics Decisions