Question 1

Advertising appeals that portray people in an advertisement as experiencing an arousing,upbeat and/or exciting benefit or outcome from using a product or service are relying on:
A)informational integration
B)rational integration
C)mood transfer
D)emotional integration
E)outcome integration

Accepted Answer

Advertising appeals that rely on arousing, upbeat and exciting benefits or outcomes are usually emotional appeals because they aim to evoke positive emotions from the viewer or reader. Emotional integration, therefore, is the most suitable choice for this scenario.

Question 2

Transformational advertising can differentiate a product or service by:
A)convincing a consumer of the superior performance of a brand
B)making the consumption experience more meaningful,exciting and enjoyable
C)making a consumption experience last longer
D)showing performance superiority of one brand over another
E)proving brand superiority

Accepted Answer

Transformational advertising focuses on creating an emotional connection with the consumer by making the consumption experience more meaningful, exciting, and enjoyable. This can differentiate the product or service from competitors who may solely rely on proving brand or performance superiority.

Question 3

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

Accepted Answer

The ad uses emotional integration as it appeals to the viewers' emotions by showing how the family gets back together after having fun in Alabama. The commercial aims to evoke a feeling of happiness and togetherness with the family running down the beach holding hands.

Question 4

Consumers perceive Maytag appliance as dependable.Consumers have assigned a _____ to the brand.
A)product benefit
B)personality
C)product features
D)unique selling proposition
E)market rank

Accepted Answer

Consumers have assigned a personality to the Maytag brand, specifically one of dependability.

Question 5

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

Accepted Answer

Transformational ads are designed to create emotional connections between the product or service and the consumer. These emotional connections are meant to enhance the overall experience of using the product or service, and they can be activated when consumers use it.

Question 6

Which of the following statements provides a reason for why marketers may use emotional appeals?
A)The favorable feeling created by the appeal may transfer to the brand.
B)Emotional appeals can create favorable mood states,which make consumers more receptive to an advertising message.
C)Research has proven that emotional messages are better remembered than non-emotional messages.
D)Emotional appeals can create feelings or images that are activated when consumers use the brand.
E)All of the above are reasons why a marketer may use an emotional appeal.

Accepted Answer

All of the options listed are valid reasons as to why marketers may use emotional appeals. These appeals can create a favorable feeling towards the brand, make consumers more receptive to the message, improve brand recall, and create an emotional attachment to the brand that is activated when the consumer uses it.

Question 7

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

Accepted Answer

The advertising appeal used by Intuit is product popularity, as they are emphasizing the fact that Quicken is the most preferred and best selling brand of financial software.

Question 8

_____ advertising attempts to make the experience of using a product or service richer,warmer or more exciting.
A)Informational
B)Competitive advantage
C)Transformational
D)Image
E)Rational

Accepted Answer

Transformational advertising seeks to create an emotional connection between the audience and the product or service by making the experience richer, warmer, or more exciting. It emphasizes the benefits or positive feelings associated with using the product or service rather than solely focusing on its features or advantages over competitors.

Question 9

Skyy Vodka's use of cinematic-inspired cocktail moments created marketing success through:
A)image advertising
B)television infomercials
C)CEO spokesperson press releases
D)banner advertising
E)all of the above

Accepted Answer

Skyy Vodka's use of cinematic-inspired cocktail moments created marketing success through image advertising, specifically through print and online ads featuring sleek, stylish images of the brand's signature cocktails. The ads focused on the visual appeal of the drinks, as well as the sophistication and glamour associated with enjoying a Skyy Vodka cocktail. While the brand may have also utilized other marketing tactics, such as sponsorships or events, the success of this campaign was largely due to the strength of its image advertising.

Question 10

Rational and emotional advertising appeals:
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)are accurately described by none of the above

Accepted Answer

Consumers often make purchase decisions based on both rational and emotional motives. Therefore, combining rational and emotional advertising appeals can be effective.

Question 11

Advertisers create emotional advertising appeals by:
A)using humorous advertisements
B)using sexual appeals
C)using transformational advertising
D)creating favorable mood states
E)doing all of the above

Accepted Answer

Advertisers create emotional advertising appeals by using a combination of humorous advertisements, sexual appeals, and transformational advertising, all with the goal of creating favorable mood states in the audience. By using a variety of emotional appeals, advertisers can connect with consumers on a deeper level and increase the likelihood of them purchasing the product or service being advertised.

Question 12

According to McCann-Erickson's concept of emotional bonding,the strongest relationship that develops between a brand and a consumer is based on:
A)product benefits
B)brand personality
C)feelings or emotional attachments to the brand
D)rational motives
E)competitive advantage over similar products in the market

Accepted Answer

The answer of According to McCann-Erickson's concept of emotional bonding,the...

Question 13

Advertising appeals that relate to consumers' social and/or psychological needs for purchasing a product or service are known as _____ appeals.
A)informational
B)rational
C)irrational
D)emotional
E)feature

Accepted Answer

Emotional appeals are designed to connect with consumers on an emotional level, appealing to their desires, fears, and aspirations. These appeals often tap into consumers' social and psychological needs, such as a sense of belonging or esteem, in order to persuade them to make a purchase.

Question 14

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

Accepted Answer

Consumers' feelings and emotions play a significant role in their purchase decisions. Emotional appeals help advertisers connect with consumers on a deeper level and create a more lasting impression, thereby building a stronger brand. Consumers may remember how a brand made them feel rather than the factual information about its features or attributes.

Question 15

Research shows consumers perceive Miller beer as strong,bold,and adventurous.This is an example of how consumers assign a _____ to a brand.
A)product rank
B)personality
C)product features
D)unique selling proposition
E)market rank

Accepted Answer

Consumers perceive Miller beer as having a personality of being strong, bold, and adventurous, which is an example of how consumers assign a personality to a brand.

Question 16

The proprietary research technique developed by the McCann-Erickson Worldwide agency that helps evaluate how consumers feel about brands and the nature of their relationship with them is known as:
A)focus group research
B)transformational research
C)emotional bonding
D)psychographics
E)ethnographics

Accepted Answer

The answer of The proprietary research technique developed by the...

Question 17

The Oscar Mayer ad touched the child in all of us when it showed Andy on the pier singing the "My bologna has a first name" jingle.This example of _____ advertising won America's heart and stomach.
A)competitive advantage
B)refutational
C)transformational
D)transactional
E)image

Accepted Answer

The ad is an example of transformational advertising as it seeks to emotionally connect with the audience rather than just promoting the product's features or benefits. The ad evokes nostalgia and sentimental feelings, tapping into the childlike joy of singing a silly jingle about bologna. It aims to create a positive association with the brand that goes beyond just its taste or quality.

Question 18

Toyota ran an advertisement proclaiming their Camry has been the best selling model in the United States for two straight years.This is an example of a _____ appeal.
A)feature
B)favorable price
C)news
D)product popularity
E)generic

Accepted Answer

The answer of Toyota ran an advertisement proclaiming their Camry...

Question 19

Haggar used a humorous integrated marketing campaign to:
A)compete for product rank among upscale clothing manufacturers
B)reposition their brand as an anti-fashion product for middle-aged men
C)eliminate the for product feature specifications
D)reinforce their unique selling proposition as an industrial supplier for government clothing purchasing agents
E)all of the above

Accepted Answer

Haggar used a humorous campaign featuring former football player, Michael Strahan, to reposition their brand as an anti-fashion product for middle-aged men. The campaign, titled "Life Khaki," aimed to appeal to men who don't want to be trendy but still want to look good.

Question 20

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:
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

Accepted Answer

McCann-Erickson's concept of emotional bonding suggests that the most basic relationship a consumer has with a brand is based on how they think about the product benefits. Emotional ties, brand personality, self-actualization motives, and self-esteem motives are all considered deeper levels of emotional bonding that go beyond the basic relationship.

Quiz 9: Creative Strategy: Implementation and Evaluation

Advertising appeals that portray people in an advertisement as experiencing an arousing,upbeat and/or exciting benefit or outcome from using a product or service are relying on:

Transformational advertising can differentiate a product or service by:

Consumers perceive Maytag appliance as dependable.Consumers have assigned a _____ to the brand.

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.

Which of the following statements provides a reason for why marketers may use emotional appeals?

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?

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

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

Rational and emotional advertising appeals:

Advertisers create emotional advertising appeals by:

According to McCann-Erickson's concept of emotional bonding,the strongest relationship that develops between a brand and a consumer is based on:

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

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

Research shows consumers perceive Miller beer as strong,bold,and adventurous.This is an example of how consumers assign a _____ to a brand.

The proprietary research technique developed by the McCann-Erickson Worldwide agency that helps evaluate how consumers feel about brands and the nature of their relationship with them is known as:

The Oscar Mayer ad touched the child in all of us when it showed Andy on the pier singing the "My bologna has a first name" jingle.This example of _____ advertising won America's heart and stomach.

Toyota ran an advertisement proclaiming their Camry has been the best selling model in the United States for two straight years.This is an example of a _____ appeal.

Haggar used a humorous integrated marketing campaign to:

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: