Question 1

Technical and high-involvement products often use a(n)________  appeal.

Accepted Answer

Technical and high-involvement products often use a feature appeal to highlight the specific characteristics and functions of the product. This type of appeal appeals to consumers who are interested in the technical aspects and performance of the product, and who are more likely to research and compare products before making a purchase decision.

Question 2

Each of the following examples uses an emotional appeal EXCEPT:

Accepted Answer

The example given for the smart fortwo compact car does not use an emotional appeal, but instead focuses on a practical benefit of the car. The other examples all appeal to emotions such as happiness, humor, and empowerment.

Question 3

appeals are often used for brands with a small market share.

Accepted Answer

Comparative appeals are often used for brands with a small market share because they directly compare their product to a well-established brand in the market, highlighting their unique selling points and advantages over the competitor. This can help attract customers who may be loyal to the established brand and persuade them to try the new brand.

Question 4

An ad for Neutrogena's Healthy Skin Anti-Wrinkle cream uses a(n)________  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 it is popular and trusted among professionals.

Question 5

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

Accepted Answer

Option D does not mention any price appeal or discount, it only announces a new line of women's sportswear. A, B, and C are all examples of price appeals, promoting low prices or meal deals.

Question 6

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 status of Quicken as the best-selling brand of financial software. This is an example of a product popularity appeal.

Question 7

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 best choice to announce a significant technological breakthrough as it focuses on the novelty and importance of the development, rather than relying on emotions, popularity, or price.

Question 8

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

Accepted Answer

The favourable price appeal would be the best choice for retailers wanting to announce sales, special offers, or everyday low prices as it emphasizes the pricing aspects of the offer. Other appeals may not be as effective in communicating the promotional message related to discounts or low prices.

Question 9

The Bessies are awards celebrating the use of ________ as an effective medium.

Accepted Answer

The Bessies are specifically awards for advertising in the television medium.

Question 10

Which of the following statements about feature appeals is true?

Accepted Answer

Feature appeals are informative and present a number of attributes that can help consumers make rational purchase decisions, particularly for technical and high-involvement products. They focus on the product's features and benefits to the consumer rather than appealing to consumers' emotions or affective responses. Feature appeals can be used for both products and services.

Question 11

Advertising appeals that focus on the consumer's practical, functional or utilitarian needs and emphasize product features and benefits are known as ________ appeals.

Accepted Answer

Rational appeals focus on the practical, functional, or utilitarian needs of the consumer, such as the product's features and benefits. These appeals are based on logic and reason, presenting facts and information that demonstrate the product's value and usefulness to the consumer.

Question 12

The Extra Awards celebrate the use of ________ as an effective medium.

Accepted Answer

The answer of The Extra Awards celebrate the use of...

Question 13

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 appeal to the consumers' social and/or psychological needs, such as the need for love, safety, security, self-esteem, or status. They aim to create a positive emotional association with the product or service in the consumer's mind, rather than providing purely rational or informational reasons for buying it. Examples of emotional appeals include fear, humor, sex, nostalgia, pity, pride, or happiness.

Question 14

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

Accepted Answer

Feature appeals focus on highlighting the unique or dominant attributes of a product or service to attract customers. This is different from price appeals that focus on discounts or promotions, news appeals that focus on recent developments or updates, or product popularity appeals that focus on the popularity or success of a product or service.

Question 15

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

Accepted Answer

The statement "Research has proven that emotional messages should be based on factual data" is not a reason for why marketers may use emotional appeals. In fact, emotional appeals are often used to evoke feelings and may not necessarily be based solely on factual data. The other statements provide valid reasons for why marketers may use emotional appeals.

Question 16

At the beginning of summer when the weather begins to get hot, the makers of Kool-Aid beverages wish to ensure that moms will stock up on their kids' favourite flavours. They should use a(n) ________ appeal.

Accepted Answer

The answer of At the beginning of summer when the...

Question 17

On a global level, the ________ is widely considered the most prestigious advertising award competition.

Accepted Answer

The Cannes Lions International Festival of Creativity is widely considered the most prestigious advertising award competition.

Question 18

The ________ sponsored by Marketing Magazine identify the top creative communication launched each year in a number of categories.

Accepted Answer

The Marketing Awards, sponsored by Marketing Magazine, recognize the top creative communication launched each year in a number of categories. The Extra Awards recognize excellence in experiential marketing, the Cassies honor advertising effectiveness, and the Bessies celebrate the best in Canadian TV advertising.

Question 19

The content of advertising with________  appeals emphasizes facts, learning, and the logic of persuasion.

Accepted Answer

The rational appeal in advertising focuses on presenting facts, statistics, and logical reasoning to persuade the audience. This type of appeal is designed to appeal to the intellect of the audience and convince them to take action based on the information presented.

Question 20

A commercial for MADD (Mothers Against Drunk Driving) shows viewers the havoc that is caused by drunk drivers. The factual, newslike nature of the ad indicates it is using a(n)________  appeal.

Accepted Answer

The ad uses a rational appeal by presenting factual, news-like information to inform viewers about the consequences of drunk driving.

Quiz 7: Creative Strategy Decisions

Technical and high-involvement products often use a(n) ________ appeal.