Question 1

_____ 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 2

Straight-sell message executions are commonly used with _____ advertising appeals.

Accepted Answer

A) informational 
B) emotional 
C) teaser 
D) transformational 
E) emotional integration

Question 3

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

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.

Question 4

An advertisement for the State of Alabama shows a family with two teens arriving in the state alienated from each other.The fun they experience in the state brings the family back together again.The commercial ends with all four running down the beach holding hands.This ad uses _____ for its appeal.

Accepted Answer

A) informational integration 
B) rational integration 
C) mood transfer 
D) emotional integration 
E) outcome integration

Question 5

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 6

Rational and emotional advertising appeals:

Accepted Answer

A) represent two distinctive approaches which should never be combined because they divide the focus of consumers' attention. 
B) are essentially the same. 
C) can be combined since consumers' purchase decisions are often made on the basis of rational and emotional motives. 
D) are used together only for low-involvement products. 
E) can be combined only for products and not for services.

Question 7

A widely used advertising execution style for packaged goods products which attempts to portray situations consumers might face in their daily lives is known as:

Accepted Answer

A) endorsement. 
B) slice-of-life. 
C) theater style. 
D) a testimonial. 
E) a demonstration.

Question 8

Aleve ran a series of ads showing everyday people having to deal with minor arthritic pains.In each instance,the individual was pleased to learn that two Aleve were just as effective as taking eight of his or her old pain reliever.This ad campaign is using a(n)_____ appeal.

Accepted Answer

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

Question 9

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 10

_____ is an occupational term in the advertising and music industries that refers to prefabricated,multipurpose music that is often used as the background audio portion of a commercial.

Accepted Answer

A) Jingle 
B) Voice-over 
C) Needledrop 
D) Stock photo 
E) Beat music

Question 11

The use of actor James Garner's voice reading poetry in a series of automobile commercials is an example of a:

Accepted Answer

A) needledrop. 
B) talking jingle. 
C) voice-over. 
D) tagline. 
E) subtextual message.

Question 12

An ad for Lipton 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/technical evidence 
D) Slice-of-life 
E) Comparison

Question 13

An ad for Ford Focus shows four college-aged students hunting for a parking place in a large,nearly full parking garage.When they finally find a spot and put the car in place,they discover that it is such a tight fit that they can't open the car doors to get out.A moment of concern is followed by a moment of enlightenment when one of them remembers the hatchback.The commercial ends with them all leaving the parked car through the hatchback.This commercial is a(n):

Accepted Answer

A) dramatization with a humorous appeal. 
B) animation with the intent of creating a personality brand. 
C) slice-of-life with a fear appeal. 
D) demonstration with an emotional appeal. 
E) straight sell with a humorous appeal.

Question 14

A print ad for flood insurance lists twenty good 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) refutational

Question 15

An ad for Toyota vans shows how easily a child,who needs to use a bathroom,can get out of the vehicle.Which ad execution technique is being used in this ad?

Accepted Answer

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

Question 16

_____ are catchy songs about a product or service that usually carry the advertising theme and a simple message.

Accepted Answer

A) Headlines 
B) Taglines 
C) Voice-overs 
D) Jingles 
E) Needledrops

Question 17

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 18

Skyy Vodka's use of cinematic-inspired cocktail moments created marketing success through:

Accepted Answer

A) image advertising. 
B) television infomercials. 
C) CEO spokesperson press releases. 
D) banner advertising. 
E) rational advertising.

Question 19

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) rational 
D) emotional integration 
E) teaser

Question 20

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

Accepted Answer

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

Exam 7: Creative Strategy: Implementation and Evaluation