Question 1

When a person speaks on behalf of a product or service based on his or her personal use of and experiences with it, a(n) _____ execution is being used.

Accepted Answer

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

Question 2

When deciding on the visual portion of a print ad, an advertiser must determine

Accepted Answer

A) the identification marks to be included. 
B) the requirement for a needledrop. 
C) the content in the body copy. 
D) the length of the ad copy. 
E) the headline of the copy.

Question 3

When Frito-Lay sponsored its "Crash the Super Bowl" creative competition and ran an ad that was entirely conceived and produced by amateurs, rather than advertising professionals, it was an example of __________________

Accepted Answer

A) transformational advertising. 
B) reminder advertising. 
C) rational advertising. 
D) user-generated content. 
E) teaser advertising.

Question 4

An ad for Red Bull that focuses on the dominant traits of the product-its ingredients-and the benefits they provide is using a ________________ appeal.

Accepted Answer

A) feature 
B) recency 
C) favorable price 
D) popularity 
E) Fear

Question 5

Once a script for a television commercial has been conceived, a writer and an art director collaborate to produce a _____, a series of drawings used to present the visual plan or layout of the commercial.

Accepted Answer

A) transparency board 
B) storyboard 
C) visual layout 
D) layout synopsis 
E) thumbnail sketch

Question 6

A print ad for flood insurance lists 20 reasons why every homeowner should have flood insurance.This is an example of _____ advertising.

Accepted Answer

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

Question 7

The content in an advertisement that emphasizes facts, learning, and the logic of persuasion makes use of a(n) _____ appeal.

Accepted Answer

A) emotional 
B) informational 
C) transformational 
D) subliminal 
E) irrational

Question 8

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

Accepted Answer

A) informational 
B) rational 
C) product popularity 
D) emotional 
E) product feature

Question 9

Steve Oakes found that increased congruity between _____________ and advertising with respect to variables like mood, genre, score, image, and tempo contributes to communication effectiveness of an advertisement by enhancing recall, brand attitude, affective response, and purchase intention.

Accepted Answer

A) headlines 
B) music 
C) slogans 
D) scripts 
E) layouts

Question 10

Which of the following is true of reminder advertising?

Accepted Answer

A) It generally uses a transformational approach to advertising. 
B) It is used to create top-of-mind awareness among consumers. 
C) It is not applicable for generic consumer products. 
D) It is also known as emotional advertising. 
E) It attempts to assign a personality to the brand.

Question 11

An ad for Calloway Resorts stresses the different recreational activities available to visitors.It also explains the various facilities that guests can use while staying at the resort.This is an example of a(n) _____ appeal.

Accepted Answer

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

Question 12

To announce sales, special offers, or discount rates, retailers often use a(n) _____ appeal.

Accepted Answer

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

Question 13

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

Accepted Answer

A) deadline 
B) testimonial 
C) trademarks 
D) animations 
E) layout

Question 14

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

Accepted Answer

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

Question 15

A(n) _____ refers to the manner in which an advertising idea is turned into a message and presented to consumers.

Accepted Answer

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

Question 16

The layout of a print ad determines the content of the message required to convince the target audience.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following is true of cartoon animation?

Accepted Answer

A) It is synonymous with slice-of-life advertising. 
B) It is also known as endorsement advertisement. 
C) It is popular for commercials targeted at children. 
D) It involves a problem-solution approach. 
E) It portrays the conflict that people face in their daily lives.

Question 18

Colonel Sanders from KFC's ads is an example of advertising that uses a _____ in its execution technique.

Accepted Answer

A) testimonial 
B) demonstration 
C) fantasy 
D) personality symbol 
E) behavioral appeal

Question 19

The ad for an investment company opens with the statement, "You can't plan for tomorrow if you don't know where your money is today," and continues with relevant information about investment and its benefits.This ad is an example of _____ advertising.

Accepted Answer