Question 1

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

Accepted Answer

Maytag has been consistently promoting the dependability of their appliances over the years, thus building a brand personality of trustworthiness and reliability in the minds of consumers.

Question 2

_____ is designed to give a company or brand a unique association or personality and is often transformational in nature.
A)Rational advertising
B)Image advertising
C)Feature appeals
D)Transactional advertising
E)Brand immorality

Accepted Answer

Image advertising is designed to give a company or brand a unique association or personality. It focuses on conveying a certain image or feeling to customers rather than highlighting specific product features. It is often transformational in nature, aiming to create an emotional connection with the brand.

Question 3

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)rational
D)emotional integration
E)teaser

Accepted Answer

Reminder advertising is used to remind consumers of a product or brand they are already aware of. In the case of Hershey's Christmas ads, the aim is to remind consumers that Hershey's Kisses is a great option for Christmas candy. The visuals of the red, green and silver wrapped Hershey's Kisses is meant to evoke holiday cheer and emotions of giving and receiving gifts.

Question 4

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.

Accepted Answer

Advertising appeals that focus on arousing, upbeat, and exciting benefits or outcomes are primarily relying on emotional integration. Emotional appeals are designed to evoke strong emotional responses from viewers and create a positive emotional association with the product or service being advertised. In this case, the advertiser is trying to convey that the use of the product will lead to positive emotions and experiences, which will in turn make the viewer more likely to purchase the product.

Question 5

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.

Accepted Answer

Transformational advertising aims to create a strong emotional connection between the consumer and the brand by making the consumption experience more meaningful, exciting, and enjoyable. This emotional connection can differentiate the brand from its competitors and generate long-term loyalty among consumers. Option A, D, and E focuses on proving brand superiority based on performance, which can also be achieved through other forms of advertising such as comparative advertising. Option C is too vague and does not align with the concept of transformational advertising.

Question 6

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.

Accepted Answer

McCann-Erickson's concept of emotional bonding suggests that the most basic relationship a consumer has with a brand is based on how they think about the product benefits. Emotional ties, brand personality, self-actualization motives, and self-esteem motives are all considered deeper levels of emotional bonding that go beyond the basic relationship.

Question 7

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

Accepted Answer

Transformational ads aim to create a deeper connection between the consumer and the product/service by associating it with certain emotions, beliefs, or values. These emotions, beliefs or values are intended to be activated when consumers use the product or service.

Question 8

Advertisers create emotional advertising appeals by using:
A)comparative advertisements.
B)feature appeals.
C)transformational advertising.
D)news appeals.
E)popularity appeals.

Accepted Answer

Transformational advertising appeals aim to create a positive emotional experience for the consumer by linking the product to a desired emotional state or experience, such as happiness, confidence, or success. This often involves storytelling, relatable characters, and aspirational lifestyles. Comparative advertisements focus on product comparisons with competitors, feature appeals highlight specific product attributes, news appeals often use a sensational or urgent tone to grab attention, and popularity appeals rely on celebrity endorsements or social proof.

Question 9

Ads for Oneida flatware are frequent,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)rational
D)emotional integration
E)favorable price

Accepted Answer

The ad is simply reminding customers about Oneida flatware and using the slogan "Your table is ready" to capitalize on the emotional association between meals and family gatherings. It is not trying to transform the customer's perception, appeal to rational thinking, integrate emotions, or promote a favorable price. Therefore, it is a reminder advertisement.

Question 10

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)can be combined only for products and not for services.

Accepted Answer

Consumers make their purchase decisions based on a combination of rational and emotional factors. Rational appeals aim to persuade consumers using logical arguments, while emotional appeals aim to evoke feelings and create a personal connection between the consumer and the product/service. Using both approaches can enhance the effectiveness of advertising campaigns.

Question 11

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.

Accepted Answer

Emotional bonding is a proprietary research technique developed by McCann-Erickson Worldwide to evaluate consumer feelings and relationships with brands.

Question 12

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.

Accepted Answer

The concept of emotional bonding by McCann-Erickson emphasizes that the strongest relationship between a brand and a consumer is formed through emotional attachments and feelings towards the brand.

Question 13

Which of the following statements provides a reason for why marketers use emotional appeals?
A)The favorable feeling created by the appeal may transfer to the brand.
B)Emotional appeals focus on the consumer's practical,functional,or utilitarian need for the product or service.
C)Emotional appeals tend to be informative,and advertisers using them generally attempt to convince consumers that their product or service has a particular attribute(s)or provides a specific benefit that satisfies their needs.
D)Emotional appeals persuade the target audience to buy the brand because it is the best available or does a better job of meeting consumers' needs.
E)Emotional appeals are easy to execute and cost less than rational appeals due to lack of creativity.

Accepted Answer

Marketers use emotional appeals because the positive feeling generated by the appeal can transfer to the brand, making it more appealing to consumers.

Question 14

_____ 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

Accepted Answer

Transformational advertising aims to enhance the consumer's experience by creating feelings of excitement, warmth, or richness associated with using a particular product or service. This type of advertising typically focuses on the benefits and values that the product or service can offer, rather than simply presenting information or features. It aims to create an emotional connection between the consumer and the brand.

Question 15

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

Accepted Answer

The advertisement uses emotional integration as its appeal by showing how the family's fun experiences in Alabama bring them back together and create a positive emotional bond, symbolized by their holding hands as they run down the beach.

Question 16

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)rational advertising.

Accepted Answer

Skyy Vodka's use of cinematic-inspired cocktail moments indicates the brand's focus on creating a specific image and lifestyle through its advertising. This aligns with image advertising, which aims to create a unique brand image or identity that customers can associate with. Additionally, the other options, such as infomercials, press releases, banner advertising, and rational advertising, do not specifically align with the approach taken by Skyy Vodka in their marketing campaign.

Question 17

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

Accepted Answer

Reminder advertising is the type of advertising that is designed to remind or reinforce a brand's presence in the minds of consumers rather than trying to persuade them to make a purchase. This type of advertising is commonly used by well-established brands and market leaders that already have a high level of brand awareness and recognition. Such advertising usually includes the brand name, logo or tagline, and may also feature images, music, or other elements that help to reinforce the brand identity.

Question 18

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)rational

Accepted Answer

The use of nostalgia and emotions to create a connection with the audience are characteristics of transformational advertising, which is the best fit for this example. The other options do not fully capture the emotional appeal and nostalgia of the ad.

Question 19

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

Accepted Answer

The statement refers to the personality assigned to the Miller beer brand by consumers. Thus, the best choice is B, which refers to the personality of a brand.

Question 20

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

Accepted Answer

Emotional appeals focus on consumers' social and psychological needs for purchasing a product or service, such as their desire for love, happiness, and status, and rely on feelings and emotions to persuade them to buy.

Quiz 7: Creative Strategy: Implementation and Evaluation

Consumers perceive Maytag appliance as dependable.Consumers have assigned a _____ to the brand.

_____ is designed to give a company or brand a unique association or personality and is often transformational in nature.

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.

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:

Transformational advertising can differentiate a product or service by:

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:

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.

Advertisers create emotional advertising appeals by using:

Ads for Oneida flatware are frequent,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.

Rational and emotional advertising appeals:

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:

According to McCann-Erickson's concept of emotional bonding,the strongest relationship that develops between a brand and a consumer is based on:

Which of the following statements provides a reason for why marketers use emotional appeals?

_____ advertising attempts to make the experience of using a product or service richer,warmer or more exciting.

Skyy Vodka's use of cinematic-inspired cocktail moments created marketing success through:

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.

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.

Research shows consumers perceive Miller beer as strong,bold,and adventurous.This is an example of how consumers assign a _____ to a brand.

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