Chapter 09 - Creative Strategy: Implementation and Evaluation

Chapter 09 Creative Strategy: Implementation and Evaluation

Multiple Choice Questions 1. (p. 283) Marketers of Hyundai automobiles recognized they needed a brand image: A. similar to other inexpensive automobile manufacturers B. that would allow the firm to avoid having to pay for television advertising C. in order to win creative advertising awards D. to support their premium positioning E. that promoted safety over security

See opening vignette.

2. (p. 283) One of the reasons Hyundai utilized an integrated marketing communications campaign was research indicated: A. that product features were less important than promotional expenditures B. a high percentage of buyers do most of their comparison shopping on the Internet C. competing automobile manufacturers were reducing their Internet presence allowing Hyundai an opportunity to create an electronic comparative advantage D. situational creative appeals are easier to convey using integrated marketing communications E. all of the above

See opening vignette.

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3. (p. 283) The agency that developed the Jack-in-the-Box fast-food restaurants ads used an irreverent return of a brand image that was remembered by customers from previous years, thereby creating: A. advertising appeal B. creative plan C. marketing plan D. sales approach E. sales presentation

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4. (p. 267) A(n) _____ refers to the approach used in an advertisement to elicit some consumer response or influence feeling. The way this approach is turned into an advertising message is the _____. A. advertising appeal; advertising campaign B. creative execution style; advertising appeal C. creative execution style; advertising campaign D. advertising appeal; creative execution style E. brand image; positioning

5. (p. 283) The _____ is 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. big idea

6. (p. 283) An ad for Enbrel, a prescription medicine for people who have rheumatoid arthritis, tells the reader that this drug has proven to work for people who have had little or no pain relief from other drugs. The factual, news like nature of the ad indicates it is using a(n) _____ appeal. A. informational/rational B. product popularity C. emotional D. fear E. refutational

7. (p. 283) Advertising appeals that focus on functional or utilitarian needs and emphasize product features and benefits are known as _____ appeals. A. informational/rational B. emotional C. price D. inherent drama E. image

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8. (p. 283) Purchase motives, such as convenience, comfort, economy and performance are used as a basis for _____ appeals. A. informational/rational B. emotional C. price D. inherent drama E. refutational

9. (p. 283) The content of advertising with _____ emphasizes facts, learning and the logic of persuasion. A. emotional appeals B. informational/rational appeals C. transformational appeals D. subliminal appeals E. irrational appeals

10. (p. 283) Which of the following statements about informational/rational advertising appeals is true? A. The particular features, benefits, or attributes that serve as the basis for these appeals are constant across product categories. B. These types of appeals work well for products but not for services. C. The particular features, benefits, or attributes that serve as the basis for these appeals vary from one product or service category to another as well as by market segment. D. The particular features, benefits, or attributes that serve as a basis for these appeals generally do not vary by market segment. E. Informational/rational ads create feelings, images, beliefs, and meanings about the product or service.

11. (p. 284) An ad for Calloway Gardens Resort stresses the different forms of recreation available to visitors to the resort. This is an example of a(n) _____ appeal. A. news B. favorable price C. feature D. popularity E. emotional

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12. (p. 284) Which of the following statements about feature appeals is true? A. Feature appeals tend to be very informative and present a number of attributes that can be used as the basis for a rational purchase decision. B. Feature appeals are never used for technical and high-involvement products. C. Feature appeals can be used for advertising a product but not a service. D. Feature appeals never focus on attributes or benefits that are important to consumers. E. All of the above statements about feature appeals are true.

13. (p. 284) To announce sales, special offers, or everyday low prices retailers often use a _____ appeal. A. functional B. popularity C. favorable price D. transformational E. productive

14. (p. 284) Which of the following is an example of a favorable price appeal? A. Dillard's department store announces a 24-hour sale. B. Kroger supermarkets advertise their everyday low prices. C. Denny's restaurant promotes its $2.99 Grand Slam Breakfast. D. Nissan advertises the latest model of the Altima as the lowest priced car in its class. E. All of the above use a favorable price appeal.

15. (p. 284) Imagine a personal computer manufacturer has developed a significant technological breakthrough that will make its computers easier to use for novices. The computer manufacturer will probably use which of the following types of appeals to announce the breakthrough? A. favorable price appeal B. emotional appeal C. news appeal D. popularity appeal E. transformational appeal

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16. (p. 284) Aleve ran a series of ads showing everyday people having to deal with minor arthritic pains. In each instance, the individual was pleased to learn that two Aleve were just as effective as taking eight of his or her old pain reliever. This ad campaign is using a(n) _____ appeal. A. emotional B. competitive advantage C. fear D. favorable price E. transformational

17. (p. 284) The Glad trash bag campaign, which used the slogan "Don't get mad. Get Glad," tells the reader Glad trash bags are twice as thick as the leading volume bag. Glad uses a(n) _____ appeal. A. emotional B. competitive advantage C. fear D. favorable price E. transformational

18. (p. 284) The ad for TDAmeritrade investment company states the company is "Ranked #1 by SmartMoney Magazine for the Do-It-Yourself Investor." The ad is using a(n) _____ appeal. A. emotional B. competitive advantage C. popularity D. favorable price E. transformational

19. (p. 284) Advertisements that focus on the dominant attributes or characteristics of a product or service are known as _____ appeals. A. feature B. news C. price D. product popularity E. generic

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20. (p. 285) McDonald's creates commercials designed to make parents feel good when they take their children to McDonald's restaurants. This is an example of: A. how rational appeals are used B. how product popularity appeals are used C. transformational advertising D. reminder advertising E. teaser advertising

21. (p. 285) Toyota ran an advertisement proclaiming their Camry has been the best selling model in the United States for two straight years. This is an example of a _____ appeal. A. feature B. favorable price C. news D. product popularity E. generic

22. (p. 285) The computer software company Intuit runs an advertising campaign for Quicken that emphasizes the fact it is the most preferred and best selling brand of financial software. This is an example of what type of advertising appeal? A. emotional B. teaser C. product popularity D. transformational E. favorable price

23. (p. 270) 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. irrational D. emotional E. feature

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24. (p. 285) Which of the following statements provides a reason for why marketers may use emotional appeals? A. The favorable feeling created by the appeal may transfer to the brand. B. Emotional appeals can create favorable mood states, which make consumers more receptive to an advertising message. C. Research has proven that emotional messages are better remembered than non-emotional messages. D. Emotional appeals can create feelings or images that are activated when consumers use the brand. E. All of the above are reasons why a marketer may use an emotional appeal.

25. (p. 285) Advertisers frequently use emotional appeals to advertise their products and services rather than rational appeals because: A. consumers' motives for purchase decisions are often rational in nature B. consumers' feelings about a brand can be more important than their knowledge of its features or attributes C. emotional appeals to consumers often are less effective when brands are similar D. emotional appeals are often less exciting and interesting than rational appeals E. emotional appeals cannot help differentiate brands that consumers view as somewhat homogenous

26. (p. 285) Advertisers create emotional advertising appeals by: A. using humorous advertisements B. using sexual appeals C. using transformational advertising D. creating favorable mood states E. doing all of the above

27. (p. 285) Advertising appeals that portray people in an advertisement as experiencing an arousing, upbeat and/or exciting benefit or outcome from using a product or service are relying on: A. informational integration B. rational integration C. mood transfer D. emotional integration E. outcome integration

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28. (p. 285) An advertisement for the State of Alabama shows a family with two teens arriving in the state alienated from each other. The fun they experience in the state brings the family back together again. The commercial ends with all four running down the beach holding hands. This ad uses _____ for its appeal. A. informational integration B. rational integration C. mood transfer D. emotional integration E. outcome integration

29. (p. 286) Advertisements that create feelings, meanings, images or beliefs about a product or service that can be activated when consumers use it are known as _____ ads. A. rational B. transformational C. nostalgic D. affective E. informational

30. (p. 286) _____ advertising attempts to make the experience of using a product or service richer, warmer or more exciting. A. Informational B. Competitive advantage C. Transformational D. Image E. Rational

31. (p. 286) Transformational advertising can differentiate a product or service by: A. convincing a consumer of the superior performance of a brand B. making the consumption experience more meaningful, exciting and enjoyable C. making a consumption experience last longer D. showing performance superiority of one brand over another E. proving brand superiority

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32. (p. 286) The Oscar Mayer ad touched the child in all of us when it showed Andy on the pier singing the "My bologna has a first name" jingle. This example of _____ advertising won America's heart and stomach. A. competitive advantage B. refutational C. transformational D. transactional E. image

33. (p. 286) Skyy Vodka's use of cinematic-inspired cocktail moments created marketing success through: A. image advertising B. television infomercials C. CEO spokesperson press releases D. banner advertising E. all of the above

See Exhibit 9-6

34. (p. 287) Rational and emotional advertising appeals: A. represent two distinctive approaches which should never be combined because they divide the focus of consumers' attention B. are essentially the same C. can be combined since consumers' purchase decisions are often made on the basis of rational and emotional motives D. are used together only for low-involvement products E. are accurately described by none of the above

35. (p. 287) The proprietary research technique developed by the McCann-Erickson Worldwide agency that helps evaluate how consumers feel about brands and the nature of their relationship with them is known as: A. focus group research B. transformational research C. emotional bonding D. psychographics E. ethnographics

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36. (p. 287) According to McCann-Erickson's concept of emotional bonding, the most basic relationship a consumer has with a brand is how he or she thinks about the: A. emotional ties he or she has with the product and/or brand B. brand personality C. product benefits D. self-actualization motives for purchasing E. self-esteem motives that will be affected by the purchase

37. (p. 288) Haggar used a humorous integrated marketing campaign to: A. compete for product rank among upscale clothing manufacturers B. reposition their brand as an anti-fashion product for middle-aged men C. eliminate the for product feature specifications D. reinforce their unique selling proposition as an industrial supplier for government clothing purchasing agents E. all of the above

38. (p. 289) Research shows consumers perceive Miller beer as strong, bold, and adventurous. This is an example of how consumers assign a _____ to a brand. A. product rank B. personality C. product features D. unique selling proposition E. market rank

39. (p. 289) Consumers perceive Maytag appliance as dependable. Consumers have assigned a _____ to the brand. A. product benefit B. personality C. product features D. unique selling proposition E. market rank

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40. (p. 289) According to McCann-Erickson's concept of emotional bonding, the strongest relationship that develops between a brand and a consumer is based on: A. product benefits B. brand personality C. feelings or emotional attachments to the brand D. rational motives E. competitive advantage over similar products in the market

41. (p. 289) 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. A. teaser B. reminder C. repetitive D. popularity E. brandstanding

42. (p. 289) 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. A. transformational B. reminder C. curiosity D. emotional integration E. teaser

43. (p. 289) 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. A. transformational B. reminder C. curiosity D. emotional integration E. favorable price appeal

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44. (p. 289) _____ 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. A. Reminder B. Teaser C. Curiosity D. New product E. Rational appeal

45. (p. 289) 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. A. reminder B. teaser C. transformational D. favorable price appeal E. news appeal

46. (p. 290) 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. A. reminder B. transformational C. teaser D. emotional E. cognitive

47. (p. 290) Which of the following statements about the use of teaser advertising is true? A. Teaser ads cannot be used to draw attention to and generate publicity for an upcoming advertising campaign. B. Teaser ads do not work well because consumers really do not pay much attention to advertising. C. Teaser ads can be effective but marketers must be careful not to use them too long. D. Teaser ads usually offend consumers. E. None of the above statements about the use of teaser advertising is true.

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48. (p. 290) The argument by famous advertising copywriter David Ogilvy that "what you say in advertising is more important than how you say it" suggests: A. advertising appeal is more important than the way it is executed B. advertising execution is more important than the appeal C. advertising appeals and executions are equally important D. advertising execution is more important than message content E. the product is more important than the creative appeal

49. (p. 290) An advertising execution technique that relies on a straightforward presentation of information concerning the product or service is called a(n): A. straight-sell or factual message B. demonstration C. testimonial D. dramatization E. animation of key benefits approach

50. (p. 290) Straight-sell message executions are commonly used with _____ advertising appeals. A. informational/rational B. emotional C. teaser D. transformational E. emotional integration

51. (p. 290) A print ad for flood insurance lists twenty good reasons why every homeowner should have flood insurance. This is an example of _____ advertising. A. straight-sell B. transformational C. testimonial D. teaser E. refutational

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52. (p. 291) 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. A. straight-sell B. transformational C. testimonial D. teaser E. refutational

53. (p. 291) When an advertiser cites technical information such as the results of laboratory studies in an advertisement, a(n) _____ execution is being used. A. dramatization B. slice-of-life C. scientific/technical evidence D. testimonial E. animation

54. (p. 291) 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. A. dramatization B. slice-of-life C. scientific/technical evidence D. testimonial E. animation

55. (p. 291) 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? A. a dramatization B. testimonial C. scientific/technical evidence D. slice-of-life E. comparison

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56. (p. 293) 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? A. comparison B. demonstration C. scientific evidence D. straight-sell E. animation

57. (p. 293) 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? A. comparison B. demonstration C. scientific evidence D. straight-sell E. animation

58. (p. 293) 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. A. dramatization B. slice-of-life C. animation D. demonstration E. testimonial

59. (p. 293) 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? A. slice-of-life B. testimonial C. demonstration D. scientific evidence E. dramatization

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60. (p. 293) 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? A. comparisons B. slice-of-life C. humor D. testimonial E. demonstration

61. (p. 293) Professional golfer Arnold Palmer appeared in ads advocating the engine protection cars get from Pennzoil motor oil. This is an example of a(an): A. comparison B. endorsement C. demonstration D. straight sell E. slice-of-life

62. (p. 293) A widely used advertising execution style for packaged goods products which attempts to portray situations consumers might face in their daily lives is known as: A. dramatization B. slice-of-life C. theater style D. a testimonial E. a demonstration

63. (p. 293) A Tide detergent ad showed a high school team manager easily removed all the grass and dirt stains from two dozen baseball uniforms by simply throwing them in a washer and adding Tide. The ad creator used which execution style? A. dramatization B. slice-of-life C. slice-of-death D. testimonial E. demonstration

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64. (p. 293) An ad in a golfing magazine for a vacation resort in Virginia begins by stating that the resort has "Dozens of sporting diversions for the entire family." Then under that statement it reads, "Translation: guilt-free golf." The ad creator used which execution style with this ad? A. dramatization B. slice-of-life C. slice-of-death D. testimonial E. demonstration

65. (p. 293) Which of the following statements about slice-of-life executions is true? A. Slice-of-life executions are sometimes criticized for being unrealistic and irritating. B. Slice-of-life executions often present a problem consumers encounter and suggest a solution. C. Slice-of-life executions can be used effectively by business-to-business marketers. D. Procter & Gamble has traditionally been a frequent user of slice-of-life executions. E. All of the above statements about slice-of-life executions are true.

66. (p. 293) Which of the following statements about the use of slice-of-life executions is true? A. Slice-of-life executions are very inefficient in business-to-business advertising. B. To be effective, a slice-of-live execution should avoid mimicking real life because its primary purpose is to rise above the clutter. C. Slice-of-life executions only work well for advertising for consumer products with perceived homogeneous qualities. D. Many advertisers like slice-of-life executions because they feel they are an effective way to present a situation to which consumers can relate. E. All of the above statements about the use of slice-of-life executions are true.

67. (p. 294) An advertising execution technique used by business-to-business marketers depicting the negative consequences of making incorrect purchase decisions is referred to as: A. a problem-solution execution B. slice-of-death advertising C. slice-of-life advertising D. a response-stimuli execution E. informational advertising

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68. (p. 294) An ad for Novell solutions targeted to businesspeople was headlined, "ERP: Sound made by CIO when people see data they shouldn't." The executive in the ad has a distressed, almost fearful look on his face. Which execution technique used to create this ad? A. a problem-solution execution B. slice-of-death advertising C. slice-of-life advertising D. a response-stimuli execution E. informational advertising

69. (p. 294) An advertising execution technique that is particularly popular for creating commercials targeted at children is: A. slice-of-life B. demonstration C. testimonial D. scientific evidence E. animation

70. (p. 294) A commercial for Honey-Flavored Wheat Chex cereal mix shows a bear made out of Wheat Chex cereal climbing a tree made out of Wheat Chex to reach a beehive made of Wheat Chex. Which type of creative execution does this commercial use? A. dramatization B. testimonial C. animation D. straight-sell E. slice-of-death

71. (p. 295) Which of the following is an example of an advertising personality symbol? A. Michael Jordan B. Betty Crocker C. Tiger Woods D. Shaquille O'Neal E. all of the above

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72. (p. 295) Mr. Peanut from the Planters Nut Company's ads is an example of advertising that uses which of the following advertising execution techniques? A. informational/rational B. demonstration C. fantasy D. personality symbol E. a behavioral appeal

73. (p. 295) _____ is a type of advertising execution style that involves creating a central character who can deliver the advertising message and with whom the product or service can be identified. A. Demonstration B. Testimonial C. Personality symbol D. Fantasy E. Slice-of-life

74. (p. 295) The Marlboro cowboy used to advertise Marlboro cigarettes for a number of years is an example of what type of advertising execution technique? A. testimonial B. demonstration C. personality symbol D. slice-of-death E. imagery

75. (p. 295) _____ is an advertising execution technique often used for emotional appeals. It offers a viewer a form of mental escape and/or an opportunity to envision themselves in a certain situation. A. Image advertising B. Demonstration C. Slice-of-life D. Animation E. Competitive advantage

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76. (p. 296) Timberland Co. sells all-weather gear. For its advertising, it has developed an imaginary place called Timber Land, which is a utopian setting of extraordinary landscapes and crystal-clear water. Its ads use a _____ execution style to get the audience to envision themselves in Timber Land. A. imagery B. demonstration C. slice-of-life D. animation E. competitive advantage

77. (p. 296) Imagery executions are particularly well suited for which type of medium? A. television B. newspapers C. radio D. magazines E. direct mail

78. (p. 298) _____ is an advertising execution technique whereby the focus is on using excitement and suspense to tell a short story with the product as the star of the ad. A. Slice-of-life B. Animation C. Dramatization D. Testimonial E. Imagery

79. (p. 298) Which of the following statements about the dramatization execution technique is true? A. The dramatization execution technique is particularly well suited to television. B. The dramatization execution technique often relies on the problem/solution approach. C. The dramatization execution technique is similar to a slice-of-life execution but uses more excitement and suspense. D. The goal of the dramatization execution technique is to use drama to get the audience involved in the advertising story. E. All of the above statements about the dramatization execution technique are true.

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80. (p. 298) The state of Colorado runs an ad in which it shows an obviously scared third grader getting ready to go on stage for his first public stage appearance. He is dressed to look like a carrot. The ad tells the reader that being a third grader is much more stressful than we remember and causes us to have great sympathy for the young man dressed in the ridiculous costume. The tag line at the end of the ad reads, "Your kids need a carefree Colorado vacation as much as you do." This is an example of which type of execution technique? A. dramatization B. testimonial C. fear D. animation E. scientific evidence

81. (p. 298) An ad for the Ford Focus shows four college-aged students hunting for a parking place in a large nearly full parking garage. When they finally find one and put the car into the place, they discover it is such a tight fit that they can't open the car doors to get out. A moment of concern is followed by a moment of enlightenment when one of them remembers the hatchback. The commercial ends with them all leaving the parked car through the hatchback. This commercial is a(n): A. dramatization with a humorous appeal B. animation with the intent of creating a personality brand C. slice-of-life with a fear appeal D. demonstration with an emotional appeal E. straight sell with a humorous appeal

82. (p. 298) The combination of rational and emotional advertising appeals: A. should never be done B. can be used for a variety of products since consumers make purchases on the basis of both rational and emotional motives C. would not be an effective way to advertise a high tech product such as a personal computer D. has limited applicability since most purchases are made entirely for rational reasons E. does not occur if an agency is used to prepare the advertising campaign

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83. (p. 299) Which of the following is a basic component of a print advertisement? A. deadline B. testimonial C. trademarks and service marks D. logo E. layout

84. (p. 300) _____ is the words in the leading position of a print advertisement that are likely to be read first. A. A headline B. Body copy C. Subheads D. Layout E. Primary copy

85. (p. 300) Research has shown that the first thing people look at in a print ad is the: A. illustration B. visuals C. body copy D. subheads E. headline

86. (p. 300) Many advertising experts consider the most important part of a print ad to be the: A. headline B. subheads C. layout D. body copy E. disclosures

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87. (p. 300) The function of a headline in a print ad is to: A. attract readers' attention B. make readers interested in reading the body copy of a print message C. perform a segmentation function by attracting the attention and interest of consumers who are the best prospects for a product or service D. put forth the main theme, appeal, or proposition of the ad in a few words E. do all of the above

88. (p. 300) Headlines that are very straightforward and informative in the message they are presenting are known as _____ headlines. A. direct B. indirect C. straight-sell D. subhead E. rational

89. (p. 300) When an advertiser has something important or new to announce to a target audience. A(n) _____ headline will be used. A. direct B. indirect C. subhead D. visual E. affective

90. (p. 300) The headline reads, "Introducing new Crayola Washable Crayons for the youngest artist in your gallery." This is an example of a(n) _____ headline. A. direct B. indirect C. straight-sell D. subhead E. rational

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91. (p. 300) Which of the following statements about the use of indirect headlines is true? A. Indirect headlines are often effective in attracting a reader's attention or interest. B. Indirect headlines can provoke curiosity and encourage a reader to read the body copy of an ad. C. Indirect headlines may include questions, provocations, or challenges. D. Indirect headlines rely on their ability to generate reader interest and involvement and thus get readers to read more of the message. E. All of the above statements about the use of indirect headlines are true.

92. (p. 300) Which of the following statements describes a potential problem associated with the use of indirect headlines in a print ad? A. Indirect headlines rarely generate interest or curiosity and thus motivate the reader to become involved with the remainder of the ad. B. Indirect headlines may not be provocative enough to get the readers' attention and offer a reason for reading the remainder of the message. C. Indirect headlines must always be accompanied by an engaging visual appeal in order to be effective. D. Indirect headlines only work when readers are already interested in the category of the good or service being advertised. E. All of the above statements describe potential problems associated with the use of indirect headlines.

93. (p. 300) A print ad for the Apple Cider Vinegar Diet used the headline, "Maybe Eve was on to something." This is an example of a(n): A. direct headline B. indirect headline C. subhead D. jingle E. subhead

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94. (p. 301) A print ad for Wilson Ultra golf balls used the headline "Do you ever wonder why John Daly can hit a golf ball so far?" This is an example of a(n): A. direct headline B. indirect headline C. subhead D. jingle E. subhead

95. (p. 301) Under the _____ "Send in the Reinforcements!" at the top of the ad page was printed in a smaller typeface the command "Boost your immune system with Kyolic Aged Garlic Extract," which is an example of a(n) _____. A. direct headline; indirect headline B. prohead; indirect headline C. indirect headline; direct headline D. indirect headline; subhead E. prohead; body copy

96. (p. 301) Underneath the headline, "Fully Loaded," in the ad for Browning shotguns was "Our most comprehensive line of autoloading shotguns ever." The second statement was printed in a typeface larger than the body copy but smaller than the headline. The second statement in the ad is an example of a: A. story line B. subhead C. demonstrative appeal D. physiological appeal E. psychological appeal

97. (p. 301) _____ are secondary headlines that usually appear in a type size smaller than the main headline but larger than the body copy of a print ad. A. Direct headlines B. Indirect headlines C. Body copy D. Voice-overs E. Subheads

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98. (p. 301) _____ are the print ad components used to break up large amounts of copy and highlight key selling points. A. Headlines B. Subheads C. Illustrations D. Layouts E. Voice-overs

99. (p. 301) What is the main text portion of a print ad called? A. the headline B. subheads C. body copy D. the visual E. the layout

100. (p. 301) _____ is considered the heart of a print ad but is often difficult to get readers to attend to. A. The headline B. The subhead C. Body copy D. The visual E. The logo

101. (p. 301) When deciding on the visual portion of an ad, an advertiser must determine: A. what identification marks should be included B. whether to use photos or other types of illustrations C. what the focus of the visual portion of the ad should be D. how long the ad copy should be E. whether to present the ad in color or black and white

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102. (p. 301) The physical arrangement of the various parts of an ad including headlines, subheads, illustrations, body copy and identifying marks is known as: A. the narrative style B. visualization C. copy writing D. art direction E. a layout

103. (p. 302) A copywriter can determine how much space he or she has to work with and how much copy to write after seeing the print ad's: A. headline B. subheads C. body copy D. layout E. illustration

104. (p. 302) The audio portion of a commercial is often presented through the use of a(n): A. layout B. voice-over C. illustration D. headline E. jingle

105. (p. 303) A recent trend among major advertisers is to have _____ do the voice-overs for their commercials. A. singing groups B. celebrities with distinctive voices C. everyday people D. children E. people with rare and unusual accents

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106. (p. 303) _____ is an occupational term in the advertising and music industries that refers to prefabricated, multipurpose music that is often used as the background audio portion of a commercial. A. A jingle B. A voice-over C. Needledrop D. Stock photo E. Beat music

107. (p. 303) The function of music in a commercial is to: A. provide a pleasant background for the message B. create a mood state that will make consumers more receptive to the message C. help establish or communicate a key selling point D. attract and hold E. do all of the above

108. (p. 303) The use of actor James Garner's voice reading poetry in a series of automobile commercials is an example of a: A. needledrop B. talking jingle C. voice-over D. tagline E. subtextual message

109. (p. 303) _____ are catchy songs about a product or service that usually carry the advertising theme and a simple message. A. Headlines B. Taglines C. Voice-overs D. Jingles E. Needledrops

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110. (p. 303) A marketer of a low-involvement product that is advertised heavily on television might want to focus a great deal of attention on _____ when creating its advertising. A. body copy B. needledrop C. catchy jingles D. subheads E. voice-overs

111. (p. 305) Which of the following statements describes a reason why companies such as Nike, Microsoft, and Mercedes-Benz are willing to pay large sums of money for the right to incorporate popular songs into their commercials? A. These songs may help their commercials break through the advertising clutter on television and attract consumers' attention. B. These songs may activate a sense of nostalgia among consumers and create a positive mood that makes them more receptive to these companies' commercials. C. These classic songs may be very relevant to the image or position the advertiser is trying to create for their company or brands. D. These songs can create positive feelings that make consumers more receptive to the advertising message. E. All of the above statements are reasons why companies pay large sums for the right to use popular songs in their commercials.

See also IMC Perspective 9-3.

112. (p. 305) The playing of the song "Like a Rock" in the broadcast ads for Chevrolet trucks is: A. used primarily to get attention B. used primarily as background music C. a central part of the advertising message D. unrelated to any market segmentation strategy E. accurately described by all of the above

See also IMC Perspective 9-3.

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113. (p. 307) A written version of a television commercial that provides a detailed description of its video and audio content is known as a: A. layout B. jingle C. voice-over D. script E. storyboard

114. (p. 307) Once the basic script for a television commercial has been conceived, the writer and the art director get together to produce a _____, a series of drawings used to present the visual plan or layout of the commercial. A. transparency board B. storyboard C. visual layout D. layout synopsis E. thumbnail sketch

115. (p. 307) During which stage of commercial production process do activities such as editing, recording of sound effects, audio/video mixing, and agency approval occur? A. preproduction B. production C. postproduction D. preparation E. incubation

116. (p. 307) The creative work of an advertising agency may be reviewed and evaluated by: A. brand managers B. advertising managers C. legal departments D. board of directors E. all of the above

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117. (p. 308) During the 1999 Super Bowl many people saw and remembered the ad that showed former Superman star and then wheelchair-bound Christopher Reeves walking to a podium to receive an award. Few people remember the product being advertised because: A. the creative execution overwhelmed the ad message B. the creative approach was intended to support a market aggregation strategy C. the creative message was absent from the ad D. the informational appeal of the ad was missing E. of all of the above reasons

118. (p. 309) Which of the following questions should be used as a criterion when evaluating creative output? A. Does the creative approach communicate a clear and convincing message to the customer? B. Is the creative approach consistent with the creative strategy and creative objectives? C. Is the creative approach appropriate for the target audience? D. Is the creative approach consistent with the brand's marketing and advertising objectives? E. All of the above questions should be used as criteria when evaluating creative output.

119. (p. 309) Which of the following questions should be used as a criterion when evaluating creative output? A. Does the creative approach create a segmentation base? B. Is the creative approach consistent with that used by the competition? C. Is the creative approach appropriate for the target audience? D. Does the creative approach support a market aggregation strategy? E. All of the above questions should be used as criteria when evaluating creative output.

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