Deck 9: Creative Strategy: Implementation and Evaluation

Question 1

A(n) _____ refers to the approach used in an advertisement to elicit some consumer response or to influence the feelings of consumers toward a product, service, or cause.

A)brand dilution
B)brand parity
C)business plan
D)advertising appeal
E)advertising character

Answer 1

D

Question 2

Ads for industrial and other business-to-business products generally use straight-sell messages in print ads.
Straight-sell or factual messages rely on a straightforward presentation of information concerning the product or service. Ads for high-involvement consumer products as well as industrial and other business-to-business products generally use this format.

Answer 2

True

Question 3

The ultimate responsibility for determining whether an ad deceives or offends the target audience lies with the client.
The ultimate responsibility for determining whether an ad deceives or offends the target audience lies with the client. It is the job of the advertising or brand manager to evaluate the approach suggested by the creative specialists against company standards.

Answer 3

True

Question 4

The main point of an ad with a product/service popularity appeal is the price gain a consumer can benefit from by using the brand.
Product/service popularity appeals stress the popularity of a product or service by pointing out the number of consumers who use the brand, the number who have switched to it, the number of experts who recommend it, or its leadership position in the market. The main point of this advertising appeal is that the wide use of the brand proves its quality or value and other customers should consider using it.

Question 5

Image executions rely heavily on visual elements such as photography, color, tonality, and design.
Image executions rely heavily on visual elements such as photography, color, tonality, and design to communicate the desired image to the consumer. Marketers who rely on image executions have to be sure that the usage or user imagery with which they associate their brand evokes the right feelings and reactions from the target audience.

Question 6

Endorsers promote a company or its products or services based only on their personal experiences with the product.
When endorsers promote a company or its products or services, the message is not necessarily based on their personal experiences.

Question 7

Experts suggest that advertisements targeted to older consumers should use actors who are older than the targeted audience, as that makes the message seem more credible.
It has been suggested that advertising targeted to older consumers should use models who are 10 years younger than the average age of the target audience, since most people feel younger than their chronological age.

Question 8

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.
The Joint Policy Committee on Broadcast Relations, an advertising industry group that represents advertisers and agencies in bargaining with talent unions, has proposed a new compensation system that will base pay for commercial actors on gross ratings points that are calculated by determining the size of the audience the spot reaches as well as the number of times it is run.

Question 9

An international denim brand asks its advertising agency to create a campaign to instill an emotional connect to the brand in young people all over the world. The agency is asked to focus on the adventure-seeking nature of the youth. In the given scenario, the brand is trying to come up with a(n) _____.

A)advertising appeal
B)primacy appeal
C)brand identity
D)brand parity
E)business plan

Question 10

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 content of ads with rational appeal emphasizes facts, learning, and the logic persuasion. Their objective 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.

Question 11

The purpose of the dramatization technique is to present scientific/technical information or laboratory studies to support the advertising claim.
The dramatization technique focuses on telling a short story with the product or service as the star. The purpose of using drama is to draw the viewer into the action it portrays by making them experience the concerns and feelings of the characters.

Question 12

While the body copy is usually the heart of the advertising message, getting the target audience to read it is often difficult.
The main text portion of a print ad is referred to as the body copy (or sometimes just copy). While the body copy is usually the heart of the advertising message, getting the target audience to read it is often difficult.

Question 13

A master recording of a music track is not as expensive as the rights to use the musical composition of the track.
The musical composition includes the music notes and the words, while the master recording includes the voice(s) of the original artist. The latter is usually much more expensive to buy, so advertisers will often negotiate for the rights to use the music and have it performed by someone with a similar voice.

Question 14

Slice-of-life advertisements usually use real-life people, not actors, to make the ads more credible to the audience.
Since the success of slice-of-life ads often depends on how well the actors come across and execute their roles, professional actors are often used to achieve credibility and to ensure that the commercial is of high quality.

Question 15

The common techniques used to write direct headlines include using questions, provocations, how-to statements, and challenges.
Direct headlines are straightforward and informative in terms of the message they are presenting and the target audience they are directed toward. Indirect headlines are not straightforward about identifying the product or service or getting to the point. Techniques for writing indirect headlines include using questions, provocations, how-to statements, and challenges.

Question 16

The layout of a print ad determines the content of the message required to convince the target audience.
A layout is the physical arrangement of the various parts of the ad, including the headline, subheads, body copy, illustrations, and any identifying marks. The layout helps the copywriter determine how much space he or she has to work with and how much copy should be written. The content is determined by the marketing objectives and the strategies adopted to achieve them.

Question 17

Teasers are especially popular among automotive advertisers for introducing a new model or announcing significant changes in a vehicle.
Advertisers introducing a new product often use teasers or mystery advertisements, which are designed to build curiosity, interest, and/or excitement about a product or brand by talking about it but not actually showing it. They are especially popular among automotive advertisers for introducing new models or announcing significant changes in a vehicle.

Question 18

Price appeal ads are often used by national advertisers during recessionary times.
A favorable price appeal makes the price offer the dominant point of the message. Price appeal advertising is used most often by retailers to announce sales, special offers, or low everyday prices. Price appeal ads are often used by national advertisers during recessionary times.

Question 19

The evaluation process of creative outputs is usually subjective; the advertising or brand manager relies on qualitative considerations for evaluation.
The client may want a rough layout storyboard or animatic pretested to get quantitative information to assist in the evaluation. However, the evaluation process is usually more subjective; the advertising or brand manager relies on qualitative considerations.

Question 20

A transformational advertisement must connect the audience with the advertisement in such a way that the experience of the product/service is independent of the experience generated by the advertisement.
A transformation advertisement must connect the experience of the advertisement so tightly with the experience of using the brand that consumers cannot remember the brand without recalling the experience generated by the advertisement. They create feelings, images, meanings, and beliefs about the product or service that may be activated when consumers use it, transforming their interpretation of the usage experience.

Question 21

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.

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

Question 22

The content in an advertisement that emphasizes facts, learning, and the logic of persuasion makes use of a(n) _____ appeal.

A)emotional
B)informational
C)transformational
D)subliminal
E)irrational

Question 23

Advertisements that focus on the dominant attributes or characteristics of a product or service are making use of _____ appeals.

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

Question 24

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.

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

Question 25

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)product popularity
D)emotional
E)product feature

Question 26

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

Question 27

A(n) _____ refers to the manner in which an advertising idea is turned into a message and presented to consumers.

A)advertising appeal
B)creative execution style
C)rational appeal
D)emotional appeal
E)creative sequence

Question 28

Advertising appeals that focus on functional or utilitarian needs and emphasize product features and benefits are known as _____ appeals.

A)informational
B)emotional
C)fear
D)creative
E)non-cognitive

Question 29

Which of the following statements explains why marketers use emotional appeals?

A)The positive feelings created by advertising can have a favorable effect on consumers' evaluations of a brand.
B)Emotional appeals focus on the consumer's practical, functional, or utilitarian need for a product or service.
C)Emotional appeals tend to be informative, and help advertisers convince consumers that their product or service satisfies their needs.
D)Emotional appeals persuade the target audience to buy the brand because it is the best available.
E)Emotional appeals are easy to execute and cost less, even though they are less effective than rational appeals.

Question 30

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.

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

Question 31

Which of the following statements is true of informational advertising appeals?

A)Benefits that serve as the basis of these appeals are constant across product categories.
B)They work well for products but not for services.
C)Attributes that form the basis of these appeals vary from one product or service category to another.
D)Features, benefits, or attributes that serve as a basis for these appeals generally do not vary among different market segments.
E)They usually influence feelings, images, beliefs, and meanings about a product or servicE.Features, benefits, or evaluative criteria that are important to consumers and can serve as the basis of an informational/rational appeal vary from one product or service category to another as well as among various market segments.

Question 32

A(n) _____ is something that moves people, speaks to their wants or needs, and excites their interest.

A)recency sequence
B)advertising stock
C)advertising appeal
D)creative sequence
E)creative review

Question 33

To announce sales, special offers, or discount rates, retailers often use a(n) _____ appeal.

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

Question 34

A campaign run by the manufacturers of Glad garbage bags informs viewers that Glad garbage bags are twice as thick as those made by Crash Bin Bags, the leading garbage bag brand in the market. In this scenario, Glad is using a(n) _____ appeal.

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

Question 35

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

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

Question 36

An ad for Calloway Resorts stresses the different recreational activities available to visitors. It also explains the various facilities that guests can use while staying at the resort. This is an example of a(n) _____ appeal.

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

Question 37

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.

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

Question 38

Which of the following statements is true of feature appeals?

A)They present attributes that can be the basis of rational purchase decisions.
B)They are used mainly for low-involvement products.
C)They can be used for advertising a product but not a service.
D)They are used primarily for non-technical products.
E)They point out the number of consumers who have switched to a particular brand.

Question 39

An ad for Sylio, a prescription medicine for people with scoliosis, uses a visual representation of the drug's action and effect on the human body. The ad states that the drug is made with natural active ingredients, and that side-effects, if any, are all minor and long-term. The ad is an example of a(n):

A)primacy appeal.
B)recency appeal.
C)emotional appeal.
D)rational appeal.
E)fear appeal.

Question 40

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.

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

Question 41

_____ is designed to give a company or brand a unique association or personality and is often transformational in nature.

A)Rational advertising
B)Image advertising
C)Reminder advertising
D)Teaser advertising
E)Consumer-generated advertising

Question 42

Transformational advertising can differentiate a product or a service by:

A)convincing a consumer of its leadership position in the market.
B)making the consumption experience more meaningful and enjoyable.
C)helping the consumption experience last longer.
D)showing performance superiority of one brand over another.
E)focusing on a consumer's functional or utilitarian need for the product or servicE.Transformational ads make the experience of using a product richer, warmer, more exciting, and/or more enjoyable than that obtained solely from an objective description of the advertised brand.

Question 43

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)product rank in the market.
E)market share of the product.

Question 44

Which of the following is true of image advertisements?

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 45

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.

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

Question 46

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.

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

Question 47

Advertisers create emotional advertising appeals by using:

A)comparative advertisements.
B)product feature appeals.
C)transformational advertising.
D)news appeals.
E)popularity appeals.

Question 48

If consumers perceive MC-Cola as a drink that spreads happiness and cheer, they have assigned a _____ to the brand.

A)product benefit
B)personality
C)product feature
D)unique selling proposition
E)market rank

Question 49

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

A)the product's benefits.
B)the brand's personality.
C)an emotional attachment to the brand.
D)rational motives.
E)the product's competitive advantage over similar products in the market.

Question 50

The proprietary research technique developed by McCann-Erickson Worldwide 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)psychographic bonding.
E)ethnographic techniques.

Question 51

Manten is a popular brand of hiking boots. Its advertisements emphasize the experience of conquering unfamiliar terrain in the wild. They portray vivid, captivating visuals of cliffs, rivers, and jungles. The campaign is also accompanied by a popular jingle that reflects the qualities of freedom, wilderness, and adventure that the company values. This approach is most likely an example of _____ advertising.

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

Question 52

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 used together in advertisements.
D)are used together only for low-involvement products.
E)can be combined only for products and not for services.

Question 53

Which of the following is true of reminder advertising?

A)It generally uses a transformational approach to advertising.
B)It is used to create top-of mind awareness among consumers.
C)It is not applicable for generic consumer products.
D)It is also known as emotional advertising.
E)It attempts to assign a personality to the brand.

Question 54

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

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

Question 55

Research shows that consumers perceive McNight 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 feature
D)unique selling proposition
E)market rank

Question 56

Which of the following is a vital component of ads that use emotional integration to market a product?

A)Fear
B)News
C)Popularity
D)Humor
E)Price

Question 57

Well-known brands and market leaders often run ads that do not use any specific types of appeals, but focus primarily on keeping their brand name visible to consumers. This type of advertising is known as _____ advertising.

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

Question 58

_____ 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.

A)Reminder
B)Teaser
C)Rational
D)Consumer-generated
E)Informational

Question 59

Advertisements that portray people experiencing an arousing, upbeat, and/or exciting benefit or outcome from using a product or service are relying on:

A)informational appeals.
B)rational appeals.
C)mood transfers.
D)emotional integrations.
E)outcome integrations.

Question 60

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)consumer-generated
D)reminder
E)informational

Question 61

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.

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

Question 62

A professional race car driver appears in an ad advocating a particular motor oil brand. This is an example of a(n):

A)comparison.
B)endorsement.
C)demonstration.
D)straight sell.
E)slice-of-lifE.The above scenario features an endorsement.Many advertisers prefer to have their messages presented by way of a testimonial, where a person praises a product or service on the basis of his or her personal experience with it.A related execution technique is the endorsement, where a well-known or respected individual such as a celebrity or expert in a product or service area speaks on behalf of the company or the brand.

Question 63

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?

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

Question 64

A widely used advertising execution style for packaged products, which attempts to portray situations consumers might face while using them in their daily activities, is known as _____ execution.

A)endorsement
B)slice-of-life
C)emotional
D)dramatization
E)demonstration

Question 65

When Platinum Motors Inc. was preparing to introduce a new model, ads were run for several weeks that talked about the new car but never showed it. This is an example of _____ advertising.

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

Question 66

A Bright laundry detergent ad showed a baseball team-manager removing stains from two dozen uniforms by throwing them in a washer and adding Bright detergent. Which of the following advertising execution styles has been illustrated in this scenario?

A)Dramatization
B)Slice-of-life
C)Humorous
D)Testimonial
E)Emotional

Question 67

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?

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

Question 68

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

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

Question 69

Which of the following statements is true of teaser advertisements?

A)They depend on emotional bonding to generate publicity.
B)They do not work well when used for a short period of time.
C)Marketers should avoid rational appeals while creating them.
D)They focus on the transformational appeal of a product.
E)Marketers must be careful not to use them too long.

Question 70

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?

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

Question 71

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

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

Question 72

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?

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

Question 73

An ad for a van shows how easily a small boy and his grandfather can get in and out of the vehicle. It also emphasizes the positioning of handles at appropriate places that make transit easier for older people. Which ad execution technique is being used in this ad?

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

Question 74

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

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

Question 75

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

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

Question 76

A print ad for flood insurance lists twenty reasons why every homeowner should have flood insurance. This is an example of _____ advertising.

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

Question 77

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.

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

Question 78

Which of the following statements is true of the use of slice-of-life executions?

A)Slice-of-life executions are very inefficient in business-to-business advertising.
B)To be effective, a slice-of-life execution should avoid mimicking real life because its primary purpose is to rise above the clutter.
C)Slice-of-life executions work well only for consumer products with perceived homogenous qualities.
D)Many advertisers like slice-of-life executions because they feel they are an effective way to present a situation to which consumers can relate.
E)Slice-of-life or problem/solution execution approaches are limited to the advertising of services.

Question 79

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

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)a product is more important than its creative appeal.

Question 80

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

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