Question 1

An ad for a new convection oven shows a busy professional woman using the convection oven to cook dinner for her family. Which of the following message execution styles is illustrated in this example?

Accepted Answer

The ad is using a slice of life execution style to show a relatable scenario of a busy professional woman using the convection oven to cook dinner for her family.

Question 2

The advertisements that use the Aflac duck or the GEICO gecko are using the message execution style of ________.

Accepted Answer

The use of the Aflac duck or the GEICO gecko as spokespersons for their respective brands is an example of personality symbols as message execution style. These symbols bring a recognizable and likeable face to the brand, making it more relatable to consumers.

Question 3

________ tend to be straightforward outlines of benefits and positioning points that the advertiser wants to stress.

Accepted Answer

Message strategy statements outline the specific messaging and positioning that an advertiser wants to emphasize in its advertising campaign. They often include straightforward benefits and key points that the advertiser wants to communicate to its target audience. Promotion mix plans, creative concept strategies, advertainment statements, and branded entertainment plans are all related to the overall advertising strategy, but they are not specifically focused on outlining messaging and positioning.

Question 4

Maybelline used Gigi Hadid, a model, to endorse a new range of cosmetics. This message execution style is referred to as ________.

Accepted Answer

The message execution style used in this scenario is testimonial evidence because the advertisement uses Gigi Hadid, a well-known model, to endorse and recommend the new range of Maybelline cosmetics.

Question 5

In its advertisements, Timex promotes its affordable and sturdy watches. Fossil emphasizes style and fashion in its advertisements, and Rolex stresses luxury and status. These are all examples of ________ appeals.

Accepted Answer

The answer of In its advertisements, Timex promotes its affordable...

Question 6

Which message execution style depicts average people using a product in an everyday setting?

Accepted Answer

The slice of life message execution style depicts average people using a product in an everyday setting. It aims to show the product in a relatable and realistic way to connect with the target audience.

Question 7

Which of the following message execution styles focuses on the company's skill and knowledge in making the product?

Accepted Answer

The message execution style that focuses on the company's skill and knowledge in making the product is technical expertise. This style promotes the features and benefits of the product by showcasing the company's expertise in the field.

Question 8

Progressive Insurance uses Flo to represent its product. Which of the following message execution styles was used by Progressive Insurance?

Accepted Answer

Flo is a personality symbol used by Progressive Insurance to represent its product.

Question 9

Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals.

Accepted Answer

Developing an effective message strategy begins with identifying customer benefits that can be used as advertising appeals. This involves understanding the needs, wants, and desires of the target audience and crafting messages that communicate how the product or service will solve their problems or meet their needs. While understanding consumer trends and emotions may be helpful in developing messaging, the focus should be on benefits that will resonate with the target audience. Competitors' weaknesses and strengths may also be considered, but the focus should remain on the benefits that differentiate the product or service from competitors.

Question 10

An IKEA ad shows consumers creating fanciful room designs with IKEA furniture, such as "a bedroom for a queen made by Bree and her sister, designed by IKEA." Which of the following message execution styles is illustrated in this example?

Accepted Answer

The ad showcases fanciful and dreamy room designs, which falls under the category of fantasy execution style.

Question 11

Which term refers to the general idea that will be communicated to consumers through an advertisement?

Accepted Answer

The term that refers to the general idea that will be communicated to consumers through an advertisement is message strategy. Advertising appeal refers to the specific angle or approach used to attract the target audience, consumer-generated message refers to messages created by consumers rather than by the company, creative concept refers to the specific execution of the idea, and message execution refers to the way the message is conveyed through media channels.

Question 12

After creating a message strategy statement, the advertiser must develop a compelling ________ that will bring the message strategy to life in a distinctive and memorable way.

Accepted Answer

The creative concept is what brings the message strategy to life in a distinctive and memorable way, guiding the way an advertisement communicates the message.

Question 13

Apple used an album by the band U2 to promote the Apple Watch announcement. Which of the following message execution styles is illustrated in this example?

Accepted Answer

The use of U2's album in promoting the Apple Watch announcement is an example of the musical message execution style, where music is used to build a connection with the product.

Question 14

The first step in creating effective advertising messages is ________.

Accepted Answer

Planning a message strategy is the first step in creating effective advertising messages. This involves identifying the target audience, determining the key message to convey, and selecting the appropriate advertising appeals and techniques to use in order to effectively communicate the message. Only after this step can the advertising message be executed through specific media vehicles, timing, and evaluation of return on advertising investment.

Question 15

Which message execution style involves presenting survey data indicating that a brand is better than other brands?

Accepted Answer

The message execution style that involves presenting survey data indicating that a brand is better than other brands is scientific evidence. It relies on objective research and data to support the brand's superiority, which can be an effective way to convince consumers of its value.

Question 16

An ad for Athleta active wear shows a woman in a complex yoga pose and states: "If your body is your temple, build it one piece at a time." This ad uses the ________ execution style.

Accepted Answer

The ad is using a lifestyle execution style by showing the woman in a challenging yoga pose and promoting building one's body as a temple. It aims to appeal to individuals who value a healthy and active lifestyle.

Question 17

Which of the following are the three characteristics that an advertising appeal should have?

Accepted Answer

An advertising appeal should be meaningful, believable, and distinctive. It should effectively communicate a message to the target audience in a way that they can relate to, believe in, and remember. Engaging, entertaining, and humorous appeals can also be effective, but they should still have these three characteristics. Trendy or stylish appeals may not have lasting appeal, and emotional appeals may not be believable.

Question 18

Which of the following message execution styles features a highly believable or likable source endorsing the product?

Accepted Answer

Testimonial evidence is the message execution style that features a highly believable or likable source endorsing the product. Testimonials can come from celebrities, experts, or everyday people who have used the product and can testify to its benefits.

Question 19

The advertiser must find the best approach, style, words, format, and ________ for executing the message.

Accepted Answer

Tone refers to the attitude and style of the message. It is important for the advertiser to choose the right tone that will resonate with the target audience and effectively convey the message. Choosing the wrong tone can have a negative impact on the effectiveness of the advertising campaign.

Question 20

A pharmaceutical ad features a world-renowned heart surgeon describing the benefits of a medication. Which of the following message execution styles is illustrated in this example?

Accepted Answer

The ad features a world-renowned heart surgeon providing testimonial evidence for the benefits of a medication. This aligns with the testimonial evidence message execution style, which relies on endorsements or recommendations from experts or satisfied customers.

Quiz 15: Advertising and Public Relations