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

A software development company runs an advertising campaign for one of its products emphasizing that it is the most preferred financial software brand. The ad also states, "Thousands of customers have switched over to our software." The company is making use of a(n) _____ appeal.

Accepted Answer

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

Question 3

Slice-of-life advertisements usually use real-life people, not actors, to make the ads more credible to the audience.

Accepted Answer

A) True 
 B)False

Question 4

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 5

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 6

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

Accepted Answer

A) They generate curiosity in readers, which takes attention away from the message. 
B) They may not be provocative enough to direct a reader's attention to the rest of the message. 
C) They avoid the use of questions or provocations. 
D) They avoid the use of how-to statements. 
E) They are often treated as subheads.

Question 7

The Joint Policy Committee on Broadcast Relations has proposed a new compensation system that will base the pay for commercial actors on gross ratings points.

Accepted Answer

A) True 
 B)False

Question 8

Edgars, a famous sports personality, appears in Venus Inc.'s ads in which he notes how the company's golf clubs have helped him win several major championships. He also states that in his experience, the clubs have a "perfect swing." Which of the following types of advertising execution is illustrated in this scenario?

Accepted Answer

A) Slice-of-life 
B) Testimonial 
C) Demonstration 
D) Scientific evidence 
E) Dramatization

Question 9

Aleve Inc., a pharmaceutical company, launches an ad that claims, "Taking one pill from Aleve is as effective as taking three pills from any other company." This ad campaign is using a(n) _____ appeal.

Accepted Answer

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

Question 10

Underneath the headline, "Fully Loaded," in an ad for Brett shotguns was written "Our most comprehensive line of autoloading shotguns ever." This second statement was printed in a typeface larger than the body copy but smaller than the headline. The second statement in the ad is an example of a(n):

Accepted Answer

A) story line. 
B) subhead. 
C) jingle. 
D) indirect headline. 
E) noisE.In the above scenario, the second statement is an example of a subhead.While many ads have only one headline, it is also common to see print ads containing the main head and one or more secondary heads, or subheads.Subheads are usually smaller than the main headline but larger than the body copy.

Question 11

A _____ appeal is used when the advertiser makes either a direct or an indirect comparison to another brand and usually claims superiority on one or more attributes.

Accepted Answer

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

Question 12

Jim's Taco launched an advertising campaign for its new Guacamole taco by running anonymous full-page ads featuring basketball stars issuing mysterious challenges to one another. The ads were attempting to build curiosity without showing the product. This is an example of _____ advertising.

Accepted Answer

A) transformational 
B) reminder 
C) rational 
D) consumer-generated 
E) teaser

Question 13

In a television ad, actor and noted animal lover Betty White praised, Frontline, a flea and tick treatment, for the way it protects her dogs and cats. Which of the following types of advertising execution has been illustrated in this scenario?

Accepted Answer

A) Comparisons 
B) Slice-of-life 
C) Humor 
D) Testimonial 
E) Demonstration

Question 14

A chocolate manufacturer advertises heavily during Christmas with an ad that shows only a picture of red, green, and silver wrapped chocolates. The advertiser's aim is to create top-of mind awareness among consumers. In this scenario, the chocolate manufacturer is using _____ advertising.

Accepted Answer

A) transformational 
B) reminder 
C) rational 
D) consumer-generated 
E) teaser

Question 15

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

Accepted Answer

A) creative 
B) emotional 
C) imaginary 
D) rational 
E) traditional

Question 16

Marlboro used a cowboy to advertise its cigarettes for a number of years. "The Marlboro Man" became a central character through which the company delivered its advertising message. This is an example of:

Accepted Answer

A) testimonial advertising execution technique. 
B) demonstration advertising execution technique. 
C) use of personality symbols in the execution of ads. 
D) use of testimonials in the execution of ads. 
E) use of ambassadors in the execution of ads.

Question 17

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

Accepted Answer

A) factual message. 
B) demonstration. 
C) testimonial. 
D) dramatization. 
E) animation of key benefits approach.

Question 18

A personal computer manufacturer has developed a significant technological breakthrough that will make its computers easier for novices to use. The computer manufacturer would do best to use a(n) _____ appeal to announce the breakthrough.

Accepted Answer

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

Question 19

An ad for a brand of 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) Dramatization 
B) Testimonial 
C) Scientific evidence 
D) Slice-of-life 
E) Comparison

Question 20

An ad for a vacation resort in Virginia begins by stating that the resort has "Dozens of sporting diversions for the entire family." Under that statement, it reads, "Translation: guilt-free golf." Which execution style is seen in this ad?

Accepted Answer

A) Endorsement 
B) Slice-of-life 
C) Reminder 
D) Testimonial 
E) Demonstration

Exam 9: Creative Strategy: Implementation and Evaluation