Question 1

All of the following are common types of advertising appeals EXCEPT:
A)profit.
B)health.
C)admiration.
D)fear.
E)commitment.

Accepted Answer

All of the other choices (profit, health, admiration, fear) are common types of advertising appeals. Commitment may be utilized as a tactic within an appeal, but it is not a stand-alone type of appeal.

Question 2

A(n)_____ is a desirable,exclusive,and believable advertising appeal selected as the theme for a campaign.
A)executional framework
B)creative message strategy
C)benefit
D)attribute
E)unique selling proposition

Accepted Answer

The advertising appeal selected for the campaign becomes what advertisers call its unique selling promotion,and it usually becomes the campaign slogan.

Question 3

Ads for Yoplait Greek Yogurt highlight that the product has twice the protein and three times the calcium of other yogurts.This advertising highlights:
A)product attributes.
B)the creation of brand loyalty.
C)how negative consumers' attitudes are modified.
D)product benefits.
E)loyalty rewards.

Accepted Answer

The calcium and protein content are considered product attributes.

Question 4

Ads for Brita water filters describe how one Brita pitcher filter can reduce waste by effectively replacing as many as 300 standard plastic water bottles.What kind of appeal is this ad using?
A)Environmental Consciousness
B)Vanity and Egotism
C)Health
D)Profit
E)Admiration

Accepted Answer

See Exhibit 16.1.

Question 5

An advertising _____ identifies a reason for a person to buy a product.
A)profile
B)execution
C)format
D)execution.
E)appeal

Accepted Answer

This is the definition of an advertising appeal.

Question 6

M&M's famous slogan,"Melts in your mouth,not in your hand," is an example of a(n):
A)unique selling proposition.
B)advertising objective.
C)basis for lifestyle strategy.
D)promotional mix.
E)basis for comparative advertising.

Accepted Answer

A unique selling proposition is a desirable,exclusive,and believable advertising appeal selected as a theme for an advertising campaign.

Question 7

An ad for Crystal Geyser bottled water shows why and how the bottler supports the reforestation of America's forests.What kind of an advertising appeal is this ad using?
A)Environmental Consciousness
B)Concern
C)Health
D)Profit
E)Admiration

Accepted Answer

The ad is using the environmental consciousness appeal by showcasing their support for reforestation efforts in America's forests.

Question 8

_____ is the way the advertisement portrays its information.
A)Message execution
B)Appeal formation
C)Focus selection
D)Audience selection
E)Benefit determination

Accepted Answer

The style in which the message is executed is one of the most creative elements of an advertisement.

Question 9

Gucci,a very expensive brand of clothing and accessories,show beautiful women wearing its products in magazine ads.What kind of an advertising appeal is this?
A)Environmental consciousness
B)Vanity and egotism
C)Health
D)Profit
E)Admiration

Accepted Answer

The advertising appeal being used here is vanity and egotism, as the ads feature beautiful women wearing expensive Gucci products which are meant to make other women aspire to look and feel as glamorous and luxurious.

Question 10

A print ad for Kraft Capri Sun drink packs says "take a sip of antioxidant protection." What kind of an advertising appeal is this ad using?
A)Convenience
B)Fun and pleasure
C)Health
D)Profit
E)Admiration

Accepted Answer

Health appeals to those who want to be healthy.

Question 11

Kellogg's has a brand of Frosted Flakes that touts a third less sugar on the packaging.This ad is emphasizing:
A)a product attribute.
B)production implementation.
C)a product mission.
D)a loyalty reward.
E)a product premium.

Accepted Answer

The sugar content is an attribute.

Question 12

A newspaper ad for General Mills cereal highlights its BoxTop Redemption program in which General Mills donates cash to schools when the schools redeem box tops from General Mills cereal.This ad focuses on:
A)a product attribute.
B)production implementation.
C)a product mission.
D)creating product loyalty.
E)a product benefit.

Accepted Answer

The ad answers the customer's question,"What's in it for me?"

Question 13

ReaLemon juice relies on the slogan,"Fresh Lemon Taste Made Easy." What kind of an advertising appeal is this ad using?
A)Mood or Image
B)Vanity and Egotism
C)Health
D)Convenience
E)Admiration

Accepted Answer

The ad is focused on the convenience and ease of getting fresh lemon taste with ReaLemon juice.

Question 14

Many advertisements use celebrities who are liked by many people in hopes that consumers will buy the product that the celebrity endorses.Using celebrities to influence consumers to buy the product is an example of which advertising appeal?
A)Consciousness
B)Love or romance
C)Fun and pleasure
D)Admiration
E)Resonance

Accepted Answer

Using celebrities for endorsements is an example of admiration appeal as it aims to associate the product with positive feelings of admiration and respect for the celebrity.

Question 15

Which of the following is what consumers will receive or achieve by using a product?
A)Attribute
B)Benefit
C)Compensation
D)Market share
E)Functionality

Accepted Answer

Benefits might be such things as convenience,pleasure,savings,or relief.

Question 16

In advertising,the goal is to sell the _____,not the _____ of a product.
A)benefits;attributes
B)characteristics;appeals
C)values;traits
D)competitive edge;virtues
E)differential advantage;properties

Accepted Answer

A well-known rule of thumb in advertising is "Sell the sizzle,not the steak."

Question 17

Allstate Insurance has mostly ditched its famous "in good hands" ads in favor of a character called "Mayhem," who shows up in your life at random - and trashes it.What kind of advertising appeal were these ads using?
A)Fear
B)Consequences
C)Health
D)Vanity and egotism
E)Consciousness

Accepted Answer

The ads are using fear appeal by showing how unexpected events can turn our lives upside down and how Allstate Insurance can protect us from the consequences of those events. The character "Mayhem" represents the unpredictable and risky situations that can happen in life, creating fear in the viewer's mind. Allstate is positioning itself as the solution to this fear, giving customers a sense of safety and security.

Question 18

IBM runs television ads that show how their information technology services can help a small Internet start-up prepare for and solve any problems that may arise in its daily operations.This is an example of a:
A)unique selling proposition.
B)advertising objective.
C)media profile.
D)basis for comparative advertising.
E)basis for product identification.

Accepted Answer

A unique selling proposition is a desirable,exclusive,and believable advertising appeal selected as a theme for an advertising campaign.

Question 19

Ads for M&M candy that prominently feature the M&M candies in real-life situations are using a _____ appeal.
A)slice-of-life
B)mood or image
C)fun and pleasure
D)demonstration
E)spokesperson/testimonial

Accepted Answer

The other answer choices are examples of executional styles.

Question 20

The UPS Store's advertising "What Brown Can Do for You" whiteboard campaign tells business consumers that when it comes to getting their products delivered somewhere,UPS can help.The advertising is focusing on:
A)creating advertising appeal.
B)production implementation.
C)a product mission.
D)creating product loyalty.
E)a product benefit.

Accepted Answer

A benefit is what customers will receive or achieve by using the product or service.

Quiz 17: Advertising and Public Relations

All of the following are common types of advertising appeals EXCEPT:

A(n) _____ is a desirable,exclusive,and believable advertising appeal selected as the theme for a campaign.

Ads for Yoplait Greek Yogurt highlight that the product has twice the protein and three times the calcium of other yogurts.This advertising highlights:

Ads for Brita water filters describe how one Brita pitcher filter can reduce waste by effectively replacing as many as 300 standard plastic water bottles.What kind of appeal is this ad using?

An advertising _____ identifies a reason for a person to buy a product.

M&M's famous slogan,"Melts in your mouth,not in your hand," is an example of a(n) :

An ad for Crystal Geyser bottled water shows why and how the bottler supports the reforestation of America's forests.What kind of an advertising appeal is this ad using?

_____ is the way the advertisement portrays its information.

Gucci,a very expensive brand of clothing and accessories,show beautiful women wearing its products in magazine ads.What kind of an advertising appeal is this?

A print ad for Kraft Capri Sun drink packs says "take a sip of antioxidant protection." What kind of an advertising appeal is this ad using?

Kellogg's has a brand of Frosted Flakes that touts a third less sugar on the packaging.This ad is emphasizing:

A newspaper ad for General Mills cereal highlights its BoxTop Redemption program in which General Mills donates cash to schools when the schools redeem box tops from General Mills cereal.This ad focuses on:

ReaLemon juice relies on the slogan,"Fresh Lemon Taste Made Easy." What kind of an advertising appeal is this ad using?

Many advertisements use celebrities who are liked by many people in hopes that consumers will buy the product that the celebrity endorses.Using celebrities to influence consumers to buy the product is an example of which advertising appeal?

Which of the following is what consumers will receive or achieve by using a product?

In advertising,the goal is to sell the _,not the _ of a product.

Allstate Insurance has mostly ditched its famous "in good hands" ads in favor of a character called "Mayhem," who shows up in your life at random - and trashes it.What kind of advertising appeal were these ads using?

IBM runs television ads that show how their information technology services can help a small Internet start-up prepare for and solve any problems that may arise in its daily operations.This is an example of a:

Ads for M&M candy that prominently feature the M&M candies in real-life situations are using a _____ appeal.

The UPS Store's advertising "What Brown Can Do for You" whiteboard campaign tells business consumers that when it comes to getting their products delivered somewhere,UPS can help.The advertising is focusing on: