Question 1

When the Ford Motor Company 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.

Accepted Answer

The ads that talked about the new car but never showed it were designed to create curiosity and anticipation among the audience. Such ads are known as teaser advertising. The goal of teaser advertising is to build buzz and hype about a product before its launch.

Question 2

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

The ad is demonstrating the ease with which a child can get out of the vehicle to use the bathroom, indicating the functionality and convenience of the Toyota vans.

Question 3

_____ 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.

Accepted Answer

Teaser advertising is designed to excite curiosity and build interest by talking about a new product or brand without showing it. The aim is to create anticipation and encourage people to seek out more information, which can generate buzz and hype around a new product launch.

Question 4

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

Accepted Answer

The dermatologist's report is providing scientific/technical evidence to support the moisturizer's claim of superior sun protection.

Question 5

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

Accepted Answer

David Ogilvy emphasizes the importance of the content of the advertisement, suggesting that the message, or the appeal, is more important than the medium, or how the message is executed. Therefore, choice A is the best option.

Question 6

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

Accepted Answer

Straight-sell message executions, which focus on the promotion of product features and benefits, are commonly used with informational/rational advertising appeals that appeal to consumers' logic or reason.

Question 7

Ads for Oneida flatware show a piece of Oneida flatware,the headline,"ONEIDA," and the slogan "Your table is ready" in small print.This type of ad is intended as _____ advertising.

Accepted Answer

The ad is a reminder advertising as it is simply reminding the audience about the Oneida flatware, and no additional information or emotional appeal is provided. The ad is designed to keep the brand name visible and top of mind for potential customers.

Question 8

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

The advertisement shows a simple reminder of the seasonal Hershey Kisses packaging, which is intended to remind consumers to purchase the product during the holiday season. Therefore, Hershey's is using reminder advertising.

Question 9

The ad for TDAmeritrade investment company opens with the statement,"You can't plan for tomorrow if you don't know where your money is today." This statement indicates the entire ad is an example of _____ advertising.

Accepted Answer

The statement in the opening of the ad is a straightforward proposition that emphasizes the importance of knowing the current state of one's finances before planning for the future. This suggests that the ad is an example of straight-sell advertising.

Question 10

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

The ad featuring Betty White praising Frontline for its flea and tick protection is a clear example of a testimonial execution. Betty White, an animal lover and well-known public figure, serves as a credible source and offers her personal endorsement of the product, which is intended to sway potential customers to purchase Frontline for their own pets.

Question 11

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

Accepted Answer

Reminder advertising aims to keep the brand name in front of consumers. It is used by market leaders to maintain top-of-mind awareness and reinforce brand loyalty. This type of advertising is often used for well-known brands that do not need to present a new message or appeal to consumers but rather need to remind them of the existing brand and its benefits.

Question 12

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

The answer of A print ad for flood insurance lists...

Question 13

Which of the following statements about the use of teaser advertising is true?

Accepted Answer

Teaser ads can be effective in creating buzz and anticipation for an upcoming campaign, but it is important for marketers to use them strategically and not overuse them. Consumers may lose interest if they are constantly teased without any substantial information or follow-through.

Question 14

Tiger Woods appears in ads for Nike in which he notes how the company's golf clubs helped him win so many major championships.This is an example of which type of advertising execution?

Accepted Answer

The ad featuring Tiger Woods promoting Nike's golf clubs is an example of testimonial advertising execution. Testimonial ads rely on endorsements from famous or influential individuals to promote a product or service. In this case, Tiger Woods serves as a spokesperson for Nike's golf clubs, providing a personal account of how the product helped him achieve success.

Question 15

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

Accepted Answer

The demonstration approach shows the product in actual use to highlight its advantages or features.

Question 16

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

Accepted Answer

The use of technical information and laboratory studies is a form of scientific and technical evidence execution in advertising. This type of execution aims to appeal to the reason and logic of the audience by providing data that supports the product's claims.

Question 17

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

The ad is using scientific/technical evidence to support its claim that Lipton tea has more antioxidants than carrots or broccoli. The statement is based on laboratory research, which implies a scientific approach.

Question 18

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

Accepted Answer

A straight-sell or factual message is the best choice for a straightforward presentation of information concerning the product or service. This approach focuses on delivering information about the product or service without distracting the audience with dramatics or demonstrations. It is often used for products or services that are already well established in the market and do not require extensive marketing campaigns to generate demand.

Question 19

When a person speaks on the behalf of a product or service based on his or her personal use of and/or experiences with it, a(n) _____ execution is being used.

Accepted Answer

A testimonial is when someone shares their personal experience with a product or service. They are speaking from their own perspective and providing their opinion, which can be a powerful way to persuade others.

Question 20

Taco Bell launched the advertising campaign for its Double Decker taco by running anonymous full-page ads featuring basketball stars issuing vague challenges to one another.This is an example of _____ advertising.

Accepted Answer

The use of anonymous full-page ads featuring basketball stars issuing vague challenges is an example of teaser advertising, which creates buzz and anticipation for a product without revealing too much information about it.

Quiz 9: Creative Strategy: Implementation and Evaluation