Question 1

Which of the following statements about research done by advertising agency about the use of humour in advertising is NOT true?

Accepted Answer

The statement that humor confuses awareness is not true. Research has shown that humor can actually increase brand recognition and enhance message recall.

Question 2

Rational and emotional advertising appeals:

Accepted Answer

Consumers' purchase decisions are often influenced by both rational and emotional motives, so combining rational and emotional appeals can be effective. This is especially true for high-involvement products where consumers may consider both functional and emotional benefits.

Question 3

Before deciding to use a fear-appeal message strategy,an advertiser should consider what level of fear to use in the message because:

Accepted Answer

A low to medium level of fear can attract attention and generate interest, while still motivating the recipient to act to resolve the perceived threat. If the level of fear is too high, the recipient may become defensive and tune out the message, or simply avoid the product or service altogether. Therefore, advertisers need to carefully consider the appropriate level of fear in their fear-appeal message strategy.

Question 4

The Dial soap ad campaign that used the slogan,"Aren't you glad you use Dial? Don't you wish everybody did?" is a good example of:

Accepted Answer

This slogan implies that using Dial soap will prevent the undesirable outcome of body odor, which can be seen as a mild fear appeal. It suggests that those who don't use Dial might have an unpleasant odor, subtly instilling a fear of social rejection or embarrassment.

Question 5

Dell computer has developed a significant technological breakthrough that will make its computers easier to use for novices.Dell will probably use which of the following types of appeals to announce the breakthrough?

Accepted Answer

A news appeal would be the most appropriate type of appeal to announce a significant technological breakthrough, as it emphasizes the importance of the development and provides factual information about it. The other options (favourable price appeal, emotional appeal, popularity appeal) are not relevant to the nature of the breakthrough and would not effectively communicate its value to consumers.

Question 6

An ad for Neutrogena's Healthy Skin Anti-Wrinkle cream uses a(n)_______ appeal by noting that it is the brand most recommended by dermatologists.

Accepted Answer

The ad uses a product popularity appeal by highlighting that it is the most recommended brand by dermatologists, suggesting that its popularity among professionals makes it a desirable choice.

Question 7

Advertising appeals that express or imply some type of physical or emotional danger and try to arouse consumers to take steps to remove the threat are known as _____ appeals.

Accepted Answer

Fear appeals are designed to evoke fear in the target audience in order to promote a response. These appeals work by highlighting the negative consequences of not using the product or taking the recommended action, such as the danger of contracting a disease or experiencing a personal injury. The objective is to motivate people to act in their own self-interest to avoid the danger.

Question 8

An ad campaign to convince people to stop smoking uses three teens bungee jumping off a bridge.When they reach the ground,each grabs a soda can,opens it,and takes a drink.As the third person takes a drink,the can explodes and kills him.The final screen reads,"No other product but tobacco kills every third consumer." This ad is using a _____ appeal.

Accepted Answer

The ad is using a fear appeal to convince people to stop smoking by showing the deadly consequences of using tobacco. The use of the bungee jumping and soda cans is a visual metaphor for the risk and danger associated with smoking. The final message is meant to shock viewers into realizing the true danger of smoking.

Question 9

A dental hygienist in an ad for toothpaste is quoted as saying,"If patients could see what I see,they'd all use Colgate Total." Since everyone who goes to a dentist regularly is worried about plaque,gingivitis,and cavities,and her statement implies that other brands do a poorer job than Colgate Total at preventing dental problems,Colgate is using a(n)_____ appeal.

Accepted Answer

The statement made by the dental hygienist is comparative because it compares Colgate Total to other brands and implies that it does a better job at preventing dental problems.

Question 10

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

Accepted Answer

Emotional appeals aim to tap into the consumers' feelings, desires, hopes, fears, and aspirations, rather than just providing factual information or logical arguments. They are often tied to social or psychological needs, such as social status, identity, belonging, self-esteem, and pleasure. This can create a stronger connection with the product or service, enhance brand loyalty, and lead to higher levels of engagement and purchase intent.

Question 11

A potential problem of using advertising with a strong fear appeal message to try and discourage drug abuse by teenagers is that:

Accepted Answer

Teenagers may tune out a message with a high level of fear, leading to a possible lack of effectiveness. It is important to strike a balance between creating a sense of urgency and not overwhelming the target audience with fear.

Question 12

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

Accepted Answer

Feature appeals highlight the specific characteristics or attributes of a product or service that distinguish it from others in the market. This type of appeal focuses on the product's unique selling proposition (USP), which can help to persuade customers to choose it over alternatives. News appeals focus on recent developments or updates related to the product or service, price appeals focus on affordability or value, and product popularity appeals emphasize the popularity or social proof of the product or service.

Question 13

The computer software company Intuit runs an advertising campaign for Quicken that promotes the fact that it is the most preferred and bestselling brand of financial software.This is an example of what type of advertising appeal?

Accepted Answer

The advertising campaign is promoting the popularity and sales success of the Quicken brand, making it an example of a product popularity appeal.

Question 14

Research shows that consumers perceive Molson's Export beer as strong,bold,and outdoorsy.This is an example of how consumers assign a _____ to a brand.

Accepted Answer

The consumers perceive Molson's Export beer as strong, bold, and outdoorsy, which indicates that they are assigning a personality to the brand. Personality is a set of human characteristics or traits that are attributed to a brand. In this case, Molson's Export beer is given a personality that is rugged, adventurous, and strong.

Question 15

Which of the following statements is NOT a reason for why marketers may use emotional appeals?

Accepted Answer

The statement that emotional messages should be based on factual data is not a reason for why marketers may use emotional appeals. In fact, emotional appeals often rely on storytelling, metaphor, and other techniques that may not be strictly based on factual data. The other statements provide valid reasons for why marketers may use emotional appeals.

Question 16

Retailers wanting to announce sales,special offers,or everyday low prices often use a _____ appeal.

Accepted Answer

A favourable price appeal is directly related to announcing sales, special offers, or everyday low prices, as it focuses on the cost advantage to the consumer.

Question 17

Which of the following statements about feature appeals is true?

Accepted Answer

Feature appeals are informative and present a variety of attributes that can assist consumers in making a rational purchase decision. They are commonly used for technical and high-involvement goods, and may also be used for services. Feature appeals have a tendency to focus on attributes and benefits that are important to consumers.

Question 18

Some marketers avoid the use of humour in their advertising because:

Accepted Answer

The answer of Some marketers avoid the use of humour...

Question 19

Which of the following is NOT an example of a favourable price appeal?

Accepted Answer

The announcement of a new product line does not necessarily involve price. The other options all specifically mention low prices or deals, which are examples of favourable price appeals.

Question 20

Fear appeal ads promoting _____ would stress negative physical consequences or outcomes while appeals for _____ would stress the threat of social disapproval or rejection.

Accepted Answer

Fear appeal ads promoting seat belts would stress negative physical consequences or outcomes (such as injury from car accidents), while appeals for deodorant would stress the threat of social disapproval or rejection (due to body odor).

Quiz 7: Creative Strategy Decisions