Question 1

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

Accepted Answer

The ad campaign is using a competitive advantage appeal by highlighting the fact that two Aleve are as effective as eight of the individual's old pain reliever, implying that Aleve is superior to their previous medication.

Question 2

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

Accepted Answer

The advertisement highlights the popularity of the Toyota Camry by stating it has been the best-selling model, which is a direct appeal to its product popularity.

Question 3

_____ is viewed as "something that moves people,speaks to their wants or needs,and excites their interest."
A)Advertising appeal
B)Execution style
C)Creativity
D)Big idea
E)Needledrop

Accepted Answer

Advertising appeal is designed to attract attention and speak to the audience's wants or needs, thereby exciting their interest.

Question 4

Intuit,a computer software company,runs an advertising campaign for Quicken that emphasizes the fact it is the most preferred brand of financial software.This is an example of a(n):
A)emotional appeal.
B)teaser appeal.
C)product popularity appeal.
D)transformational appeal.
E)favorable price appeal.

Accepted Answer

The advertising campaign emphasizes the popularity of the Quicken brand of financial software, making it a product popularity appeal.

Question 5

The agency that developed the 'Jack-in-the-Box' fast-food restaurants ads created a new ad with the return of a brand image that was remembered by customers from previous years,thereby creating a(n):
A)advertising appeal.
B)creative plan.
C)marketing plan.
D)sales approach.
E)sales presentation.

Accepted Answer

The return of a brand image that was remembered by customers from previous years is an example of an advertising appeal, as it leverages nostalgia and familiarity to connect with the audience.

Question 6

Which of the following statements is true about informational/rational advertising appeals?
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.

Accepted Answer

The particular features, benefits, or attributes that serve as the basis for informational/rational appeals vary from one product or service category to another as well as by market segment. This means that a feature that appeals to one market segment may not be as important to another, and what works for one product or service may not work for another. Therefore, marketers need to understand the specific needs and preferences of their target audience to create effective informational/rational advertising appeals.

Question 7

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

Accepted Answer

The creative execution style refers to the specific approach or method used to convey the advertising idea to consumers. It includes factors such as the tone, visuals, and messaging used in the ad. The other answer choices (advertising appeal, rational appeal, emotional appeal, big idea) are related to the advertising idea itself, rather than the specific presentation or execution of that idea.

Question 8

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

Accepted Answer

The ad stresses the different forms of recreation available at the resort, highlighting the specific features and amenities that visitors can enjoy. Therefore, the ad is utilizing a feature appeal.

Question 9

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

Accepted Answer

Informational appeals focus on providing information about the product's features and benefits to meet functional or utilitarian needs. They are often used for products that are not emotionally engaging, such as cleaning products or toothpaste.

Question 10

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 that it is using a(n)_____ appeal.
A)rational
B)product popularity
C)emotional
D)fear
E)refutational

Accepted Answer

The ad is using a rational appeal, as it focuses on the proven effectiveness of Enbrel for individuals who have not found pain relief from other medications. The ad presents factual evidence rather than emotional or fear-based arguments.

Question 11

The ad for 'TDAmeritrade' investment bank states that 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)feature
D)favorable price
E)transformational

Accepted Answer

The ad is using a competitive advantage appeal by highlighting their ranking as #1 in SmartMoney Magazine for the do-it-yourself investor. This is a way to differentiate themselves from other investment banks and show that they are a top choice for investors who want to manage their own investments.

Question 12

The Glad trash bag campaign,which used the slogan "Don't get mad.Get Glad," tells the reader that 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

Accepted Answer

The slogan "Don't get mad. Get Glad." emphasizes Glad's competitive advantage over the leading volume bag, indicating that Glad trash bags are twice as thick. This is a competitive advantage appeal.

Question 13

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 _____ appeal to announce the breakthrough.
A)favorable price
B)emotional
C)news
D)popularity
E)transformational

Accepted Answer

News appeal would be the best choice because the manufacturer wants to announce its breakthrough and inform its target audience about the new development that will enhance the usability of their computers. The focus is on the technological advancement, not on emotional or transformational benefits, or favorable pricing or popularity.

Question 14

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

Accepted Answer

The content of advertising with informational appeals focuses on presenting facts and using logical reasoning to persuade consumers. Emotional appeals (A) focus on evoking emotions such as happiness or fear, while transformational appeals (C) aim to create positive associations with the product. Subliminal appeals (D) utilize hidden messages that the viewer may not consciously perceive, and irrational appeals (E) use illogical arguments or humor to persuade consumers.

Question 15

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

Accepted Answer

Feature appeals focus on highlighting the main and distinctive characteristics of the product or service, such as its size, color, performance, or quality. This approach is common in ads for electronic devices, cars, cosmetics, and other products where consumers look for specific features or benefits. News appeals focus on introducing new or improved products or services, price appeals emphasize low or competitive prices, product popularity appeals rely on the endorsement of experts or celebrities, and generic appeals appeal to basic needs or emotions without mentioning specific products or brands.

Question 16

Which of the following statements is true about feature appeals?
A)They tend to be very informative and present a number of attributes that can be used as the basis for a rational purchase decision.
B)They are never used for technical and high-involvement products.
C)They can be used for advertising a product but not a service.
D)They never focus on attributes or benefits that are important to consumers.
E)They stress upon the popularity of a product or service by pointing out the number of consumers who use the brand and the number who have switched to it.

Accepted Answer

Feature appeals are informative and present the attributes of a product, which can be used to make a rational purchase decision. They are effective for high-involvement products where consumers need detailed information to make a decision. B, C, D, and E are incorrect statements.

Question 17

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

Accepted Answer

The first blank refers to the advertising appeal, which is the specific approach used in an advertisement to attract the attention of the target audience and influence their feelings towards the product/service. The second blank refers to the creative execution style, which is the way in which the advertising appeal is presented in the advertisement to create a specific brand image and convey a particular message. Therefore, the correct choice is D - advertising appeal; creative execution style.

Question 18

A _____ appeal is used when the advertiser makes either a direct or an indirect comparison to another brand and usually claims superiority on one or more attributes.
A)feature
B)popularity
C)competitive advantage
D)technical
E)news

Accepted Answer

A competitive advantage appeal is used when the advertiser compares its brand to a competitor's brand and claims superiority on one or more attributes. This type of appeal is commonly used in advertising to differentiate a brand from its competitors and persuade consumers to choose it over others.

Question 19

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

Accepted Answer

Purchase motives are rational reasons why a customer would consider buying a product. Rational appeals are based on logic and reason, and are therefore most closely aligned with these types of motives. Emotional appeals, on the other hand, are designed to evoke feelings and are not necessarily tied to specific purchase motives. Price, inherent drama, and refutational appeals may also be used, but are not directly linked to purchase motives in the same way that rational appeals are.

Question 20

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

Accepted Answer

The favorable price appeal is used by retailers to announce sales, special offers, or everyday low prices. This appeals to consumers who are looking for a good deal or to save money.

Quiz 7: Creative Strategy: Implementation and Evaluation

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.

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.

_____ is viewed as "something that moves people,speaks to their wants or needs,and excites their interest."

Intuit,a computer software company,runs an advertising campaign for Quicken that emphasizes the fact it is the most preferred brand of financial software.This is an example of a(n) :

The agency that developed the 'Jack-in-the-Box' fast-food restaurants ads created a new ad with the return of a brand image that was remembered by customers from previous years,thereby creating a(n) :

Which of the following statements is true about informational/rational advertising appeals?

The _____ is the manner in which an advertising idea is turned into a message and presented to consumers.

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.

Advertising appeals that focus on functional or utilitarian needs and emphasize product features and benefits are known as _____ appeals.

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 that it is using a(n) _____ appeal.

The ad for 'TDAmeritrade' investment bank states that the company is "Ranked #1 by SmartMoney Magazine for the Do-It-Yourself Investor." The ad is using a(n) _____ appeal.

The Glad trash bag campaign,which used the slogan "Don't get mad.Get Glad," tells the reader that Glad trash bags are twice as thick as the leading volume bag.Glad uses a(n) _____ appeal.

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 _____ appeal to announce the breakthrough.

The content of advertising with _____ emphasizes facts,learning and the logic of persuasion.

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

Which of the following statements is true about feature appeals?

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 _____ appeal is used when the advertiser makes either a direct or an indirect comparison to another brand and usually claims superiority on one or more attributes.

Purchase motives,such as convenience,comfort,economy and performance are used as a basis for _____ appeals.

To announce sales,special offers,or everyday low prices,retailers often use a _____ appeal.