Question 1

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.

Accepted Answer

A testimonial execution is used when a person speaks on behalf of a product or service based on his or her personal use of and experiences with it. Testimonials are often powerful because they come across as authentic and trustworthy, as they are based on real people's experiences.

Question 2

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

Accepted Answer

The scenario describes the appearance of a professional race car driver in an advertisement endorsing a particular motor oil brand. Endorsement is an execution technique where a well-known or respected individual speaks on behalf of a brand or company.

Question 3

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?

Accepted Answer

The scenario illustrates testimonial advertising execution, as a famous sports personality, Edgars, appears in the ads to endorse Venus Inc.'s golf clubs and testify how they helped him win major championships.

Question 4

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.

Accepted Answer

Slice-of-life execution style attempts to create realistic situations in which the product is likely to be used in the everyday lives of consumers. This execution style is commonly used for packaged products such as food, beverages, and household items. It aims to show how the product can solve a particular problem or make life easier for consumers.

Question 5

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.

Accepted Answer

The scenario described is an example of teaser advertising, where the focus is to tease and create anticipation about a new product without revealing it.

Question 6

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?

Accepted Answer

The scenario illustrates the "slice-of-life" execution style, which depicts a real-life situation where a product is used to solve a common problem, in this case, removing stains from uniforms.

Question 7

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?

Accepted Answer

The ad is using scientific evidence to support the superiority of their tea over other foods in terms of antioxidant content.

Question 8

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

Accepted Answer

The advertising execution approach designed to illustrate key advantages of a product by showing it in actual use is Demonstration. This approach is effective in convincing potential customers of the product's benefits and capabilities by providing tangible evidence through demonstrations in advertisements.

Question 9

Which of the following statements is true of teaser advertisements?

Accepted Answer

Teaser advertisements are designed to create curiosity and interest over a short period. If used too long, they can lose their effectiveness and fail to maintain consumer interest.

Question 10

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?

Accepted Answer

The execution style seen in this ad is a slice-of-life. It uses a relatable statement (guilt-free golf) to explain the "sporting diversions" mentioned in the first sentence. The ad is trying to appeal to families who want to go on vacation and have activities for everyone, but also want to enjoy guilt-free leisure activities like golf.

Question 11

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

Accepted Answer

When technical information such as laboratory studies is cited in an advertisement, it is a scientific evidence style of execution. This is a factual and logical approach often used in industries such as pharmaceuticals to convince customers that their products have been scientifically tested and proven effective.

Question 12

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?

Accepted Answer

The scenario illustrated the use of Testimonial advertising execution, where the testimony of Betty White is used to endorse Frontline as an effective flea and tick treatment for pets.

Question 13

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?

Accepted Answer

The ad is using the demonstration technique by showing how easy it is for a small boy and his grandfather to get in and out of the vehicle and highlighting the positioning of handles for easier transit for older people.

Question 14

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.

Accepted Answer

The answer of In an ad for Pluto's superior sun...

Question 15

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

Accepted Answer

A factual message relies on presenting straightforward information about a product or service, without any embellishments or creative elements. This approach is often used when the product or service being advertised is already well-known, and the goal is simply to remind consumers of its benefits or features. Factual messages can also be effective for products that are relatively simple or straightforward, and do not require a lot of explanation or demonstration.

Question 16

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

Accepted Answer

The ad listing twenty reasons is presenting straight-forward factual information to convince homeowners that they need flood insurance. This fits the definition of straight-sell advertising.

Question 17

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.

Accepted Answer

The ad is focused on providing factual information about the importance of investment, without any emotional appeal or transformational messaging. This makes it a straightforward example of a straight-sell advertising approach.

Question 18

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

Accepted Answer

Many advertisers like slice-of-life executions because they feel they are an effective way to present a situation to which consumers can relate. This allows them to create a connection with the audience and make the product more memorable. Slice-of-life executions can be effective for both consumer and business-to-business advertising and can mimic real life if done well. They work best for products or services that solve a problem or fulfill a need. Therefore, option D is the correct answer. Options A, B, C, and E are incorrect statements.

Question 19

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

Accepted Answer

David Ogilvy's argument emphasizes the importance of the message content or appeal in advertising over the execution or creative aspect. He believes that the message and the actual content of the advertisement are crucial to its effectiveness in attracting and convincing potential customers.

Question 20

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

Accepted Answer

Straight-sell message executions are typically used with informational advertising appeals, which focus on the rational benefits and features of the product or service.

Quiz 9: Creative Strategy: Implementation and Evaluation