Question 1

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

Accepted Answer

The advertisement is using the product popularity appeal by highlighting the fact that the luxury car has been the best-selling model in the United States for two straight years.

Question 2

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

An informational appeal focuses on presenting factual information, statistics and evidence to support the product or service being advertised. This type of appeal is meant to inform and educate the consumer rather than appealing to their emotions.

Question 3

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

Feature appeals focus on the dominant attributes or characteristics of a product or service. They highlight what makes the product or service unique and stand out from competitors.

Question 4

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 is using a competitive advantage appeal by claiming that their product is more effective than their competitors' products, which is a direct comparison.

Question 5

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

Accepted Answer

Emotional appeals tap into consumers' feelings and desires, such as the need for social acceptance, love, desire, and happiness. These appeals address consumers' psychological and social needs, making them effective in influencing purchasing decisions.

Question 6

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

Accepted Answer

The ad is using a competitive advantage appeal by highlighting that the company is ranked #1 by a reputable magazine, which sets them apart from their competitors.

Question 7

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 creative execution style refers to the way in which an advertising idea is turned into a message and presented to consumers. The other options (A, C, D, and E) refer to different aspects of advertising appeals and creative processes but not specifically to the execution style.

Question 8

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

Accepted Answer

Informational appeals focus on providing information about the product's features, benefits, and functional or utilitarian needs it serves. They are designed to convey factual information to the target audience.

Question 9

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.

Accepted Answer

Marketers use emotional appeals because they create positive feelings in consumers, which can lead to a favorable evaluation of a brand. Emotional appeals tap into consumers' emotions and can create a stronger connection with the brand, leading to increased sales and loyalty.

Question 10

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

Accepted Answer

A competitive advantage appeal is specifically designed to make a comparison with a competitor's brand and highlight the superiority of the advertised product. This type of appeal is used to persuade customers by showing the advantages of the advertised product over the competitor's product.

Question 11

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.

Accepted Answer

Attributes that form the basis of informational advertising appeals vary from one product or service category to another. This means that different products or services may have different features, benefits, or evaluative criteria that are important to consumers and can serve as the basis for an informational/rational appeal. This also suggests that marketers need to understand the specific needs, preferences, and motivations of their target audience to create effective informational advertising appeals.

Question 12

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 specifically designed to move people, speak to their wants or needs, and excite their interest. The other choices are not directly related to creating an emotional connection with the audience.

Question 13

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

A favorable price appeal directly targets customers who are looking for a good deal or discount. This type of appeal can entice customers to make a purchase that they may have otherwise hesitated or passed on.

Question 14

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 promoting its competitive advantage over the leading brand in the market by highlighting that its garbage bags are twice as thick. This is a rational, logical appeal rather than an emotional one or based on product popularity or price.

Question 15

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 logic, reason, and practicality, and tend to be effective for purchase motives such as convenience, comfort, economy, and performance.

Question 16

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

The ad emphasizes the features and facilities available at the resort, making it an example of a feature appeal.

Question 17

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

A news appeal would be most suitable for announcing a technological breakthrough as it presents factual information and highlights the novelty and importance of the development. This appeals to the rational and curiosity-driven side of consumers, generating interest and attention towards the product. Other appeals like emotional, favorable price, product popularity, or competitive advantage wouldn't effectively showcase the breakthrough itself and may be less compelling for this type of announcement.

Question 18

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.

Accepted Answer

Feature appeals focus on highlighting the specific attributes or features of a product, which can be used to rationalize a purchase decision. This can be effective for both high- and low-involvement products, as consumers may use different types of information to make purchase decisions. Feature appeals can also be used for both products and services. The statement about pointing out the number of consumers who have switched to a particular brand is not related to feature appeals.

Question 19

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.

Accepted Answer

The ad is using a rational appeal by emphasizing the natural active ingredients in the medication and the minor and long-term side effects. The visual representation of the drug's action and effect on the body also supports this rational appeal.

Question 20

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

Accepted Answer

The ad is making use of a product popularity appeal by emphasizing that thousands of customers have already switched over to their software, implying that it is a reputable and trusted brand in the market.

Quiz 9: Creative Strategy: Implementation and Evaluation

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.

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

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

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.

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

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

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

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

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.

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

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

To announce sales, special offers, or discount rates, retailers often use 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.

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

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 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.

Which of the following statements is true of feature appeals?

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.