Question 1

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

Accepted Answer

Rational appeals are based on logical reasoning and practical benefits, such as convenience, comfort, economy, and performance. Therefore, purchase motives such as these are used as a basis for generating rational appeals through advertising.

Question 2

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 short term.The ad is an example of a(n)
A)primacy appeal.
B)recency appeal.
C)emotional appeal.
D)rational appeal.
E)fear appeal.

Accepted Answer

The ad is using a rational appeal by emphasizing the natural active ingredients and the minor and short-term side effects. It is trying to appeal to the logical side of the audience by presenting information about the drug's effectiveness and safety.

Question 3

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)noncognitive

Accepted Answer

Informational appeals focus on providing information about the product's features and benefits, and appeals to the functional or utilitarian needs of the consumers. These appeals are used to educate consumers about the product and its advantages over the competing brands.

Question 4

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.

Accepted Answer

Informational advertising appeals highlight specific attributes, features, or benefits of a product or service. However, these attributes and benefits may vary depending on the product or service category. For example, a low price may be the most desirable attribute for a budget airline, while reliability may be the most important attribute for a premium airline. Therefore, statement C is true - attributes that form the basis of these appeals vary from one product or service category to another.

Question 5

An ad for TaylorMade M1 and M2 drivers notes its drivers are played by more professional golfers on tour than any other brand.TaylorMade is using a ________________ appeal.
A)feature
B)recency
C)favorable price
D)popularity
E)fear

Accepted Answer

The ad is using a popularity appeal by highlighting that more professional golfers on tour use TaylorMade M1 and M2 drivers than any other brand. This implies that the brand is trusted and preferred by professionals, which could entice amateur golfers to purchase and use the same brand.

Question 6

An international denim brand asks its advertising agency to create a campaign to instill an emotional connection 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.

Accepted Answer

The brand is asking the advertising agency to create an emotional connection with young people all over the world, which indicates the promotion of the brand. The focus on the adventure-seeking nature of the youth suggests an appeal that will resonate with their target audience. Therefore, the brand is trying to come up with an advertising appeal.

Question 7

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

Accepted Answer

The content that emphasizes facts and learning is indicative of an informational appeal, which aims to persuade through logic and information rather than emotions or subconscious cues.

Question 8

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

Accepted Answer

Glad is using a competitive advantage appeal by highlighting their thickness advantage over the leading brand.

Question 9

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

Accepted Answer

To announce sales, special offers, or discount rates, retailers often use a favorable price appeal, emphasizing that the cost of the product is lower than its usual price.

Question 10

An ad featuring actor/singer Victoria Justice for the "Body by Milk" integrated marketing campaign talks about how milk can help teens look their best. It leverages the _____________ base for emotional appeals.
A)recognition
B)self-esteem
C)security
D)nostalgia
E)excitement

Accepted Answer

The ad leverages the self-esteem base for emotional appeals, as it focuses on how milk can help teens look their best, which can improve their self-confidence and self-esteem.

Question 11

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

Accepted Answer

Advertisements that focus on the attributes or characteristics of a product or service are using feature appeals. These appeals highlight the specific features or functionalities of the product to attract potential customers.

Question 12

The ad for F.N.Inc., an investment bank, states that the company is "Ranked #1 by 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

Accepted Answer

The ad is using a competitive advantage appeal by highlighting their rank as #1, indicating that they are better than their competitors.

Question 13

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

Accepted Answer

The ad campaign is using a competitive advantage appeal by claiming that taking one pill of Aleve is as effective as taking three pills from any other company. This is a clear attempt to differentiate their product from competitors and highlight its superiority.

Question 14

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 nontechnical products.
E)They point out the number of consumers who have switched to a particular brand.

Accepted Answer

Feature appeals focus on the specific attributes or features of a product or service that can be used to make a rational purchase decision. This can be effective for both high-involvement and low-involvement products. The other answer choices are incorrect as they do not accurately describe feature appeals.

Question 15

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

Accepted Answer

An advertising appeal is the approach used in an advertisement to elicit some consumer response or to influence the feelings of consumers toward a product, service, or cause. Choices A and B are not related to the definition given, choice C refers to a document outlining a company's strategy and goals, and choice E refers to a fictional or animated character used in advertising.

Question 16

An ad for Red Bull that focuses on the dominant traits of the product-its ingredients-and the benefits they provide is using a ________________ appeal.
A)feature
B)recency
C)favorable price
D)popularity
E)Fear

Accepted Answer

A feature appeal focuses on the specific traits or characteristics of the product, which in this case are the ingredients in Red Bull that provide energy and other benefits. This type of appeal highlights the unique features of the product and why they are important to the consumer.

Question 17

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

Accepted Answer

An advertising appeal is something that is designed to resonate with an audience and persuade them to take action. It can come in the form of emotions (such as fear, happiness, or nostalgia), logic (such as statistics or facts), or other types of messages that are tailored to the target audience. Appeals are often used in advertising campaigns to create a strong emotional connection between the brand and the consumer, and it's a key part of the creative process for marketers and advertisers.

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

Accepted Answer

Using a news appeal would be the best choice as it would allow the computer manufacturer to present the breakthrough in a factual and objective manner, highlighting the benefits to potential customers. It would also allow the manufacturer to reach a wide audience through various media outlets.

Question 19

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

Accepted Answer

The definition provided describes the creative execution style, which refers to the specific approach or format used to convey the advertising message to the target audience. The other answer choices are related to different aspects of the advertising process, such as the type of appeal used or the order of creative elements.

Question 20

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

Accepted Answer

This ad is highlighting the various features and facilities of the resort, such as recreational activities and available amenities, which would make it a feature appeal.

Quiz 9: Creative Strategy: Implementation and Evaluation

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

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

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

An ad for TaylorMade M1 and M2 drivers notes its drivers are played by more professional golfers on tour than any other brand.TaylorMade is using a ________________ appeal.

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

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.

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

An ad featuring actor/singer Victoria Justice for the "Body by Milk" integrated marketing campaign talks about how milk can help teens look their best. It leverages the _____________ base for emotional appeals.

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

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

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.

Which of the following statements is true of feature appeals?

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.

An ad for Red Bull that focuses on the dominant traits of the product-its ingredients-and the benefits they provide is using a ________________ appeal.

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

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

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.