Deck 8: Creative Tactics Decisions

Question 1

An advertising execution technique that is particularly popular for creating commercials targeted at children is:

A) testimonial
B) animation
C) slice-of-life
D) demonstration

Answer 1

B

Question 2

An advertising execution technique that relies on a straightforward presentation of information concerning the product or service is called a(n):

A) animation execution
B) demonstration execution
C) dramatization execution
D) straight-sell execution

Answer 2

D

Question 3

Which of the following is an example of an advertising personality symbol?

A) Wayne Gretzky
B) The Man from Glad
C) Celine Dion
D) William Shatner

Answer 3

B

Question 4

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) Testimonial
B) Scientific/technical evidence
C) Comparison
D) Dramatization

Question 5

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) animation
C) scientific/technical evidence
D) testimonial

Question 6

Skier Tommy Moe appears in ads for Dynastar skis in which he notes how the company's Coupe S Super Sidecut model helped him win the gold medal in the downhill race at the Winter Olympics. This is an example of which type of advertising execution?

A) Scientific evidence
B) Slice-of-life
C) Testimonial
D) Demonstration

Question 7

A television ad features a brand's particular advantage over its competitors. This is an example of a:

A) demonstration
B) dramatization
C) comparison
D) straight sell

Question 8

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 execution is being used.

A) dramatization
B) demonstration
C) testimonial
D) slice-of-life

Question 9

Which of the following statements about the use of slice-of-life executions is NOT true?

A) Slice-of-life executions have also been used in ads for financial institutions that try to show how their products and services can allow a customer to reach their future aspirations.
B) Slice-of-life executions feature a real person talking on the behalf of a product or service based on his or her personal use of and/or experiences with it.
C) Slice-of-life executions often present a problem consumers encounter and suggest a solution.
D) Slice-of-life executions are sometimes criticized for being unrealistic and irritating.

Question 10

The Old Spice Man is an example of advertising that uses which of the following advertising execution techniques?

A) Imagery
B) Personality symbol
C) Demonstration
D) Testimonial

Question 11

An ad for the Dodge Caravan shows how effectively the minivan handles the requirements of a family on the go. Which ad execution technique is being used in this ad?

A) Scientific evidence
B) Demonstration
C) Straight-sell
D) Comparison

Question 12

An ad shows dandruff on Jim's shoulder. He is rebuffed by his girlfriend. He then applies Head and Shoulders, and his dandruff disappears. His girlfriend is attracted to him again. This is an example of:

A) a response-stimuli execution
B) testimonial
C) demonstration
D) slice-of-life advertising

Question 13

A widely used advertising execution style for packaged-goods products which attempts to portray a situation consumers might face in their daily lives is known as:

A) peace of mind
B) dramatization
C) a demonstration
D) slice-of-life

Question 14

In a television ad, actress and noted animal lover Betty White praised a flea and tick treatment called Frontline for the way it protected both her dogs and cats. These ads are an example of the use of what type of execution?

A) Demonstration
B) Slice-of-life
C) Humour
D) Testimonial

Question 15

is the way a message appeal is presented.

A) Message structure
B) Creative execution style
C) Creative structure
D) Creative theme

Question 16

Straight-sell message executions are commonly used with advertising appeals.

A) teaser
B) transformational
C) rational
D) emotional

Question 17

Which of the following is an example of an advertising personality symbol?

A) Shaquille O'Neal
B) Snap, Crackle, and Pop characters
C) Michael Jordan
D) Tiger Woods

Question 18

A Tide detergent ad showing how a high school team manager easily removed all the grass and dirt stains from two dozen or more baseball uniforms by simply throwing them in a washer and adding Tide. The ad creator used which execution style?

A) Testimonial
B) Demonstration
C) Slice-of-life
D) Dramatization

Question 19

Advertisements for M&M candy featuring various colours of the candy taking on human personifications are examples of which type of creative execution?

A) Testimonial
B) Straight-sell
C) Animation
D) Dramatization

Question 20

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) Straight-sell
B) Demonstration
C) Scientific evidence
D) Comparison

Question 21

The province of New Brunswick wants to encourage Canadians to visit their beautiful beaches during the summer. They want to give tourists the impression that a vacation in New Brunswick would be an ideal, and idyllic, experience. The marketing team should consider a(n) execution style.

A) testimonial
B) imagery
C) animation
D) dramatization

Question 22

Research suggests that Maytag's or Travelocity's employment of is an effective tactical element to ensure awareness.

A) imagery
B) demonstration
C) personality symbols
D) laboratory results

Question 23

The manufacturer of Smucker's jams and jellies used the following slogan for years: "With a name like Smucker's, it has to be good." The ad implies that the brand name is poorly chosen and is a negative attribute that is overcome by the high quality of the
Product. This is an example of a:

A) refutational message
B) confrontational appeal
C) two-sided message
D) one-sided message

Question 24

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) Slice-of-life
B) Testimonial
C) Demonstration
D) Personality symbol

Question 25

Marketers who rely on image executions have to be sure that the _ _ with which they associate their brand evokes the right feelings and reactions from the target audience.

A) dramatization
B) testimonial
C) location
D) usage or user imagery

Question 26

Which of the following statements about the dramatization execution technique is NOT true?

A) The dramatization execution technique is particularly well suited to television.
B) The dramatization execution technique is similar to a slice-of-life execution but uses more excitement and suspense.
C) The dramatization execution technique often relies on the problem/solution approach.
D) The goal of the dramatization execution technique is to use testimonials to get the audience involved in the advertising story.

Question 27

Research shows that items presented first and last are than those presented in the middle.

A) understood better
B) remembered better
C) less effective
D) liked better

Question 28

Which of the following is NOT a critical point of a message structure?

A) Order of presentation
B) Body copy
C) Verbal versus visual message characteristics
D) Message sidedness

Question 29

A commercial that places the strongest points at the end of the message assumes a ________, whereby the last arguments presented are the most persuasive.

A) primacy effect
B) recency effect
C) sleeper effect
D) credibility effect

Question 30

is an advertising execution technique where some ads contain little or no information about the brand and are almost totally visual.

A) Slice-of-life
B) Animation
C) Demonstration
D) Imagery

Question 31

An ad campaign to convince people to stop smoking uses three teens bungee jumping off a bridge. When they reach the ground, each grabs a can, opens it, and takes a drink. As the third person takes a drink, the can explodes and kills him. The final screen reads, "No other product but tobacco kills every third consumer." By placing the strongest point in
The ad at the end, the ad's source is hoping its message benefits from the:

A) primacy effect
B) recency effect
C) sleeper effect
D) credibility effect

Question 32

A marketer may NOT want to use a message that draws an explicit conclusion for a target audience if:

A) the message is high in complexity
B) the audience is highly educated
C) the product is highly personal or involves ego issues
D) the audience is highly involved with the topic

Question 33

Which of the following statements about conclusion drawing is NOT true?

A) Letting the customer draw their own conclusion should only be done when the marketer is looking for immediate action from the target.
B) Less educated people may make incorrect inferences from a message where a conclusion is not stated.
C) Messages with explicit conclusions are more effective in influencing attitudes.
D) Whether to draw a conclusion for the audience depends on the complexity of the topic.

Question 34

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(n) envision themselves in Timber Land.
Execution style to get the audience to

A) imagery
B) animation
C) demonstration
D) slice-of-life

Question 35

A marketer may not want to put weak arguments at the beginning of an advertising message because this action may:

A) lead to a high level of counterarguing
B) deter recipients from drawing their own conclusions
C) increase retention of the message
D) reduce the level of counterarguing

Question 36

Which of the following statements about the humourous execution technique is NOT true?

A) Humour used to garner attention without any direct brand connection is not as persuasive as when used with brand linkages.
B) Humour can be combined with other executional techniques but should not counteract other kinds of appeal techniques.
C) Humour can be effective across various mediums, such as TV, print, and even online.
D) Humour can be combined with other executional techniques for greater effectiveness.

Question 37

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) Dramatization
B) Animation
C) Imagery
D) Slice-of-life

Question 38

A commercial showing trucks and SUVs navigating tough terrain is an example of ________ advertising execution.

A) imagery
B) animation
C) slice-of-life
D) testimonial

Question 39

Presenting the strongest arguments at the beginning of the commercial message assumes a is operating.

A) primacy effect
B) recency effect
C) sleeper effect
D) credibility effect

Question 40

A strong example of imagery execution style would be:

A) Mr. Clean helping to clean up a huge kitchen mess.
B) a dentist recommending Trident gum for his patients who chew gum.
C) a prosperous looking gentleman in a high-end restaurant, wearing a Rolex watch.
D) a happy, active family going on vacation in a new Chevy van.

Question 41

When a target audience already holds a favourable opinion on a topic or issue a(n) ________ is most effective.

A) nonverbal appeal
B) two-sided message
C) one-sided message
D) open-ended message

Question 42

Recent television commercials for Buckley's Mixture invited consumers to "show us your Buckley's face". Their contorted expressions conveyed the idea that Buckley's tasted awful, with the implied suggestion that it was effective against coughs. This is an
Example of a(n):

A) one-sided message
B) two-sided message
C) open-ended message
D) nonverbal appeal

Question 43

Common types of headlines include those offering a specific benefit and making a promise.

A) indirect
B) direct
C) rational
D) straight-sell

Question 44

Which of the following is a basic component of a print advertisement?

A) Endorsement
B) Slice of life
C) Layout
D) Testimonial

Question 45

Research has shown that the first thing people look at in a print ad is the:

A) headline
B) visuals
C) body copy
D) illustration

Question 46

A one-sided message can be effective when:

A) the marketer presents negative information involuntarily
B) the target audience holds an opposing opinion
C) the target audience is highly educated
D) a company acknowledges its shortcomings and communicates how it has improved

Question 47

headlines may be risky if the headline is not strong enough to get the reader to read the body copy.

A) Straight-sell
B) Indirect
C) Direct
D) Rational

Question 48

A study showed that the use of pictures providing examples increased message recall when:

A) the consumer was loyal to a competing product
B) the pictures attracted attention to the product
C) the pictures were low in imagery value
D) the verbal information was low in imagery value

Question 49

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) Body copy
B) Direct headlines
C) Subheads
D) Indirect headlines

Question 50

Which of the following statements describes a potential problem associated with the use of indirect headlines in a print ad?

A) Indirect headlines must always be accompanied by an engaging visual appeal in order to be effective.
B) Indirect headlines only work when readers are already interested in the product or service being advertised.
C) Indirect headlines rarely generate interest or curiosity and thus motivate the reader to become involved with the remainder of the ad.
D) Indirect headlines may not be provocative enough to get the readers' attention and offer a reason for reading the remainder of the message.

Question 51

The function of a headline in a print ad is to do all of the following EXCEPT:

A) lead readers to click on the link to the brand's website
B) perform a segmentation function by attracting the attention and interest of consumers who are the best prospects for a product or service
C) put forth the main theme, appeal, or proposition of the ad in a few words
D) attract readers' attention

Question 52

A special type of two-sided message is known as a(n) _ message. The communicator presents both sides of an issue and then shows the opposing viewpoint to be false.

A) refutational
B) nonverbal
C) rational
D) emotional

Question 53

is the words in the leading position of an advertisement that are likely to be read first.

A) Subheads
B) Primary copy
C) Headline
D) Body copy

Question 54

Many advertising experts consider that the most important part of a print ad is the:

A) headline
B) layout
C) body copy
D) illustration

Question 55

A print ad for Titleist golf balls uses the headline "Do you ever wonder why Mike Weir can hit a golf ball so far?" This is an example of a(n):

A) question
B) indirect headline
C) jingle
D) direct headline

Question 56

Drawing a _ _ in the message may make sure that the target audience gets the point the marketer intended.

A) primacy effect
B) conclusion
C) recency effect
D) picture

Question 57

are the print ad components that are used to break up large amounts of copy and highlight key selling points.

A) Illustrations
B) Subheads
C) Headlines
D) Layouts

Question 58

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) visual
D) affective

Question 59

The visual portion of an advertisement may reduce its persuasiveness because:

A) pictures may not attract attention to the product
B) pictures are always low in imagery value
C) processing stimulated by the picture may be less controlled and less favourable than the processing stimulated by words
D) verbal is always more effective than nonverbal communications

Question 60

Most advertisers refuse to use two-sided messages because they:

A) are concerned over presenting only the negative attributes of their brands
B) have been proven ineffective by a number of different advertising research studies
C) are concerned over the negative effects of acknowledging a weakness in their brand
D) are concerned about the impact of a two-sided message on source credibility

Question 61

A is a written version of a video message that provides a detailed description of its video and audio content.

A) script
B) concept
C) layout
D) storyboard

Question 62

Some marketers have moved to using which is a lower-cost and highly engaging way to show regular people interacting with the brand.

A) reality-type filming of customers in purchase and consumption situations
B) lesser-known actors
C) consumer-generated ads
D) still photos

Question 63

A recent trend among major advertisers is to have do the voiceovers for their commercials.

A) celebrities with distinctive voices
B) people with accents
C) everyday people
D) singing groups

Question 64

The physical arrangement of the various parts of an ad including headlines, subheads, illustrations, body copy, and identifying marks is known as:

A) copy writing
B) art direction
C) visualization
D) the layout

Question 65

On a cost-per-minute basis, messages are the most expensive messages to produce.

A) video
B) celebrity
C) audio
D) print

Question 66

It is important for marketers to carefully select actors for audio and video messages because:

A) celebrities may require more money than the commercial is projected to bring in.
B) visuals may not match the voices of the actors.
C) overexposure of the celebrity can strongly enhance the brand's message.
D) incorrect associations may be made if the audience recognizes the celebrity from another ad.

Question 67

What is the main text portion of a print ad called?

A) Subhead
B) Layout
C) Headline
D) Body copy

Question 68

The function of music in a commercial is to do all of the following EXCEPT:

A) create a mood state that will make consumers more receptive to the message
B) provide a pleasant background for the message
C) showcase a famous music artist
D) help establish or communicate a key selling point

Question 69

"You always have time for Tim Hortons" is an example of a:

A) voiceover
B) catchy jingle
C) needledrop
D) subhead

Question 70

A series of drawings used to present the visual plan or layout of a commercial is known as a:

A) storyboard
B) voiceover
C) layout
D) script

Question 71

The audio portion of a commercial is often presented through the use of a(n):

A) layout
B) voiceover
C) headline
D) illustration

Question 72

During which stage of the commercial production process do cost estimating, casting, location selection, and selecting a director occur?

A) Preproduction
B) Postproduction
C) Preparation
D) Production

Question 73

are catchy songs about a product or service that usually carry the advertising theme and a simple message.

A) Voiceovers
B) Needledrops
C) Jingles
D) Theme songs

Question 74

The portion of an ad must attract attention and work in a synergistic fashion with the headline and body copy to produce an effective message.

A) subheads
B) trademarks
C) visuals
D) jingles

Question 75

"The must be long enough to communicate the advertiser's message yet short enough to hold readers' interest."

A) layout
B) headline
C) body copy
D) subhead

Question 76

Standard poster format, portrait orientation, landscape orientation, vertical or horizontal splits are all terms used to describe:

A) illustrations
B) layouts
C) subheads
D) trademarks

Question 77

During which stage of the commercial production process do activities such as editing, recording of sound effects, audio/video mixing, and agency approval occur?

A) Production
B) Postproduction
C) Preparation
D) Preproduction

Question 78

is considered the heart of a print ad but is often difficult to get people to read.

A) The subhead
B) The logo
C) The headline
D) The body copy

Question 79

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) Stock music
B) Voiceover
C) Jingle
D) Needledrop

Question 80

A written version of a commercial that provides a detailed description of its video and audio content is known as a:

A) script
B) storyboard
C) layout
D) voiceover