Question 1

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.

Accepted Answer

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

Question 2

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

Accepted Answer

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 A

Question 3

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

Accepted Answer

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

Question 4

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)  irrational
D)  emotional
E)  feature

Question 5

Which of the following questions should be used as a criterion when evaluating creative output?

Accepted Answer

A)  Does the creative approach communicate a clear and convincing message to the customer?
B)  Is the creative approach consistent with the creative strategy and creative objectives?
C)  Is the creative approach appropriate for the target audience?
D)  Is the creative approach consistent with the brand's marketing and advertising objectives?
E)  All of the above questions should be used as criteria when evaluating creative output.

Question 6

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.

Accepted Answer

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

Question 7

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

Accepted Answer

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 8

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:

Accepted Answer

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 9

_____ 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.

Accepted Answer

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

Question 10

Headlines that are very straightforward and informative in the message they are presenting are known as _____ headlines.

Accepted Answer

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

Question 11

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?

Accepted Answer

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

Question 12

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

Accepted Answer

A)  singing groups
B)  celebrities with distinctive voices
C)  everyday people
D)  children
E)  people with rare and unusual accents

Question 13

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

Accepted Answer

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

Question 14

_____ 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.

Accepted Answer

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

Question 15

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

Accepted Answer

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

Question 16

Under the _____ "Send in the Reinforcements!" at the top of the ad page was printed in a smaller typeface the command "Boost your immune system with Kyolic Aged Garlic Extract," which is an example of a(n) _____.

Accepted Answer

A)  direct headline;indirect headline
B)  prohead;indirect headline
C)  indirect headline;direct headline
D)  indirect headline;subhead
E)  prohead;body copy

Question 17

The creative work of an advertising agency may be reviewed and evaluated by:

Accepted Answer

A)  brand managers
B)  advertising managers
C)  legal departments
D)  board of directors
E)  all of the above

Question 18

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

Accepted Answer

A)  the narrative style
B)  visualization
C)  copy writing
D)  art direction
E)  a layout

Question 19

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:

Accepted Answer

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

Question 20

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

Accepted Answer

A)  A headline
B)  Body copy
C)  Subheads
D)  Layout
E)  Primary copy

Exam 9: Creative Strategy: Implementation and Evaluation