Question 1

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

Accepted Answer

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

Question 2

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

Accepted Answer

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 3

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

Accepted Answer

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

Question 4

_____ 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.

Accepted Answer

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

Question 5

In a Neutrogena moisturizer with superior sun protection ad, a dermatologist's report stated, "A year of incidental sun equals baking for a week at the beach!" This is an example of a(n) _____ execution.

Accepted Answer

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

Question 6

_____ 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.

Accepted Answer

A) Direct headlines 
B) Indirect headlines 
C) Body copy 
D) Voice-overs 
E) Subheads

Question 7

The Glad trash bag campaign, which used the slogan "Don't get mad. Get Glad," tells the reader Glad trash bags are twice as thick as the leading volume bag. Glad uses a(n) _____ appeal.

Accepted Answer

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

Question 8

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

Accepted Answer

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

Question 9

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?

Accepted Answer

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

Question 10

The _____ is 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) big idea

Question 11

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

Accepted Answer

A) Headlines 
B) Subheads 
C) Illustrations 
D) Layouts 
E) Voice-overs

Question 12

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?

Accepted Answer

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

Question 13

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.

Accepted Answer

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

Question 14

_____ 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.

Accepted Answer

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

Question 15

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.

Accepted Answer

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

Question 16

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.

Accepted Answer

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

Question 17

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

Accepted Answer

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

Question 18

The function of music in a commercial is to:

Accepted Answer

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) attract and hold 
E) do all of the above

Question 19

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

Accepted Answer

A) deadline 
B) testimonial 
C) trademarks and service marks 
D) logo 
E) layout

Exam 9: Creative Strategy: Implementation and Evaluation