Question 1

Teasers are especially popular among automotive advertisers for introducing a new model or announcing significant changes in a vehicle.

Accepted Answer

Teasers are commonly used by automotive advertisers to generate excitement and anticipation for new models or updates to existing vehicles.

Question 2

Experts suggest that advertisements targeted to older consumers should use actors who are older than the targeted audience, as that makes the message seem more credible.

Accepted Answer

Experts suggest that advertisements targeted to older consumers should use actors who are slightly younger or of the same age as the targeted audience, as this is seen as more aspirational and relatable, enhancing the credibility and attractiveness of the message.

Question 3

The ultimate responsibility for determining whether an ad deceives or offends the target audience lies with the client.

Accepted Answer

The client is ultimately responsible for the content and message of their advertising, and therefore should ensure that it is not deceptive or offensive to their target audience. Advertisers and agencies also have a responsibility to advise clients on the potential risks and impact of their advertising, but ultimately the final decision lies with the client.

Question 4

The main point of an ad with a product/service popularity appeal is the price gain a consumer can benefit from by using the brand.

Accepted Answer

The main point of an ad with a product/service popularity appeal is the popularity and social proof of the brand, not necessarily the price gain.

Question 5

Image executions rely heavily on visual elements such as photography, color, tonality, and design.

Accepted Answer

Image executions utilize visual elements to create impactful images.

Question 6

Endorsers promote a company or its products or services based only on their personal experiences with the product.

Accepted Answer

Endorsers may promote a company or its products based on personal experiences, contractual agreements, or financial incentives, not solely on personal experiences.

Question 7

A master recording of a music track is not as expensive as the rights to use the musical composition of the track.

Accepted Answer

The master recording is simply the physical recording of the music, while the rights to use the musical composition, including the lyrics and melody, are owned by the songwriter(s) and/or publishing company and can be much more expensive.

Question 8

The common techniques used to write direct headlines include using questions, provocations, how-to statements, and challenges.

Accepted Answer

The answer of The common techniques used to write direct...

Question 9

The objective of an ad with a rational appeal is to persuade the target audience to buy the brand because it is the best available or does a better job of meeting consumers' needs.

Accepted Answer

The statement accurately describes the objective of an ad with a rational appeal, which focuses on the brand's superiority or ability to meet consumers' needs more effectively than competitors.

Question 10

Slice-of-life advertisements usually use real-life people, not actors, to make the ads more credible to the audience.

Accepted Answer

Slice-of-life advertisements often use actors to portray everyday people in relatable situations, aiming to make the ads more credible and appealing to the audience by depicting common life experiences.

Question 11

Ads for industrial and other business-to-business products generally use straight-sell messages in print ads.

Accepted Answer

Industrial and B2B products typically require straightforward communication and therefore straight-sell messages are often used in print ads.

Question 12

The evaluation process of creative outputs is usually subjective; the advertising or brand manager relies on qualitative considerations for evaluation.

Accepted Answer

Creative outputs, such as advertising campaigns or branding designs, are typically evaluated based on subjective factors such as their effectiveness in engaging target audiences or conveying a desired brand message. This is because the success of creative outputs is often difficult to quantify through objective metrics alone.

Question 13

The Joint Policy Committee on Broadcast Relations has proposed a new compensation system that will base the pay for commercial actors on gross ratings points.

Accepted Answer

The statement is true as per the information given.

Question 14

The layout of a print ad determines the content of the message required to convince the target audience.

Accepted Answer

The content of the message is determined by the goals of the advertising campaign and the needs of the target audience, while the layout is designed to effectively present this content.

Question 15

A transformational advertisement must connect the audience with the advertisement in such a way that the experience of the product/service is independent of the experience generated by the advertisement.

Accepted Answer

A transformational advertisement aims to connect the audience with the advertisement in such a way that the experience of the product/service is intertwined with the experience generated by the advertisement, making them feel as if using the product will replicate the positive emotions felt during the ad.

Question 16

Price appeal ads are often used by national advertisers during recessionary times.

Accepted Answer

During recessionary times, consumers tend to be more price-conscious, and national advertisers may use price appeal ads to attract them.

Question 17

Only 20 percent of readers go beyond an ad's headline and read the body copy.

Accepted Answer

This is a commonly reported statistic in the advertising industry, indicating that the majority of readers do not engage with an ad beyond its headline.

Question 18

While the body copy is usually the heart of the advertising message, getting the target audience to read it is often difficult.

Accepted Answer

This is because people tend to skim through advertisements quickly and may not have the patience to read long paragraphs of information. Therefore, it is important to grab the audience's attention with a catchy headline and use visual elements to make the ad more engaging.

Question 19

The purpose of the dramatization technique is to present scientific/technical information or laboratory studies to support the advertising claim.

Accepted Answer

The purpose of the dramatization technique in advertising is to create a story or scenario that illustrates the benefits or uses of a product or service in an engaging and memorable way, rather than to present scientific or technical information.

Question 20

It has been suggested that advertising targeted to older consumers should use models who are 10 years older than the average age of the target audience, since most people feel older than their chronological age.

Accepted Answer

Most people actually feel younger than their chronological age, so advertising targeted to older consumers often uses models who appear slightly younger or closer to the actual age of the target audience to better resonate with how they perceive themselves.

Quiz 9: Creative Strategy: Implementation and Evaluation