Question 1

Which of the following is an advertising execution approach designed to illustrate key advantages of a product by showing it in actual use?

Accepted Answer

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

Question 2

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. C

Question 3

_____ is an advertising execution technique often used for emotional appeals. It offers viewers 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)  Comparative advertising A

Question 4

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 5

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

Accepted Answer

A)  illustration.
B)  visual.
C)  body copy.
D)  subhead.
E)  headlinE.Research has shown the headline is generally the first thing people look at in a print ad, followed by the illustration.

Question 6

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 7

Which of the following is true of image advertisements?

Accepted Answer

A)  They are transformational in nature.
B)  They are designed to transfer the image of a company to its brand.
C)  They are typically utilized in radio advertisements.
D)  They are not suitable for print media.
E)  They typically utilize emotional integration.

Question 8

The purpose of the dramatization technique is to present scientific/technical information or laboratory studies to support the advertising claim.

Accepted Answer

A) True 
 B)False

Question 9

The objective of an ad with a rational appeal is to persuade the target audience to buy the brand because it is the best available or does a better job of meeting consumers' needs.

Accepted Answer

A) True 
 B)False

Question 10

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

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

Question 11

_____ 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)  Storyboards
D)  Story lines
E)  Subheads

Question 12

The common techniques used to write direct headlines include using questions, provocations, how-to statements, and challenges.

Accepted Answer

A) True 
 B)False

Question 13

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 14

An automobile manufacturer runs an advertisement proclaiming that one of its luxury cars has been the best-selling model in the United States for two straight years. This is an example of an ad using a(n) _____ appeal.

Accepted Answer

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

Question 15

The headline in an advertisement reads, "Introducing Pluto's Washable Crayons for the youngest artist in your gallery." This is an example of a(n) _____ headline.

Accepted Answer

A)  direct
B)  indirect
C)  tertiary
D)  secondary
E)  rational

Question 16

The ad for F.N. Inc., an investment bank, states that the company is "Ranked #1 by the Trading World Magazine." In this scenario, the ad is using a(n) _____ appeal.

Accepted Answer

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

Question 17

A print ad for Apple Cider Vinegar Diet used the headline, "Maybe Eve was on to something." This is an example of a(n):

Accepted Answer

A)  direct headline.
B)  indirect headline.
C)  subhead.
D)  jingle.
E)  noisE.The above scenario is an example of an indirect headline.Indirect headlines are not straightforward about identifying the product or service or getting to the point.But they are often more effective at attracting readers' attention and interest because they provoke curiosity and lure readers into the body copy to learn an answer or get an explanation.

Question 18

An advertising execution technique used by business-to-business marketers depicting the negative consequences of making incorrect purchase decisions is referred to as:

Accepted Answer

A)  a problem-solution execution.
B)  slice-of-death advertising.
C)  slice-of-life advertising.
D)  a response-stimuli execution.
E)  informational advertising.

Question 19

A print ad for Pluto Ultra golf balls used the headline "Do you ever wonder why John Bean can hit a golf ball so far?" This is an example of a(n):

Accepted Answer

A)  direct headline.
B)  indirect headline.
C)  subhead.
D)  jingle.
E)  noisE.The above scenario is an example of an indirect headline.Indirect headlines are not straightforward about identifying the product or service or getting to the point.But they are often more effective at attracting readers' attention and interest because they provoke curiosity and lure readers into the body copy to learn an answer or get an explanation.

Question 20

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

Accepted Answer

A)  Informational
B)  Teaser
C)  Transformational
D)  Reminder
E)  Rational

Exam 9: Creative Strategy: Implementation and Evaluation

Which of the following is an advertising execution approach designed to illustrate key advantages of a product by showing it in actual use?

Which of the following is true of cartoon animation?

_____ is an advertising execution technique often used for emotional appeals. It offers viewers a form of mental escape and/or an opportunity to envision themselves in a certain situation.

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

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

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.

Which of the following is true of image advertisements?

The purpose of the dramatization technique is to present scientific/technical information or laboratory studies to support the advertising claim.

The objective of an ad with a rational appeal is to persuade the target audience to buy the brand because it is the best available or does a better job of meeting consumers' needs.

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.

_____ 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.

The common techniques used to write direct headlines include using questions, provocations, how-to statements, and challenges.

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

An automobile manufacturer runs an advertisement proclaiming that one of its luxury cars has been the best-selling model in the United States for two straight years. This is an example of an ad using a(n) _____ appeal.

The headline in an advertisement reads, "Introducing Pluto's Washable Crayons for the youngest artist in your gallery." This is an example of a(n) _____ headline.

The ad for F.N. Inc., an investment bank, states that the company is "Ranked #1 by the Trading World Magazine." In this scenario, the ad is using a(n) _____ appeal.

A print ad for Apple Cider Vinegar Diet used the headline, "Maybe Eve was on to something." This is an example of a(n) :

An advertising execution technique used by business-to-business marketers depicting the negative consequences of making incorrect purchase decisions is referred to as:

A print ad for Pluto Ultra golf balls used the headline "Do you ever wonder why John Bean can hit a golf ball so far?" This is an example of a(n) :

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