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Chapter 09
Creative Strategy: Implementation and Evaluation
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
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
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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Chapter 09 - Creative Strategy: Implementation and Evaluation
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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Chapter 09 - Creative Strategy: Implementation and Evaluation
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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Chapter 09 - Creative Strategy: Implementation and Evaluation
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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Chapter 09 - Creative Strategy: Implementation and Evaluation
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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Chapter 09 - Creative Strategy: Implementation and Evaluation
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
9-6
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