Question 1

When a person speaks on behalf of a product or service based on his or her personal use of and experiences with it, a(n) _____ execution is being used.

Accepted Answer

The use of personal experience to endorse a product or service is known as a testimonial. This type of execution relies on the credibility of the person giving the testimonial, and can be an effective way to persuade consumers to try a product or service.

Question 2

In an ad for Pluto's superior sun protection moisturizer, a dermatologist's report states, "A year of incidental sun equals baking for a week at the beach!" This is an example of a(n) _____ style of execution.

Accepted Answer

The answer of In an ad for Pluto's superior sun...

Question 3

When Platinum Motors Inc.was preparing to introduce a new model, ads were run for several weeks that talked about the new car but never showed it.This is an example of _____ advertising.

Accepted Answer

The scenario described is an example of teaser advertising, which creates anticipation and excitement for a new product without revealing all the details or the product itself.

Question 4

Which of the following is true of reminder advertising?

Accepted Answer

Reminder advertising is used to remind or reinforce a brand's presence among consumers and create top-of-mind awareness. It does not necessarily use a transformational approach or attempt to assign a personality to the brand. Reminder advertising can be used for both branded and generic consumer products.

Question 5

Jim's Taco launched an advertising campaign for its new Guacamole taco by running anonymous full-page ads featuring basketball stars issuing mysterious challenges to one another.The ads were attempting to build curiosity without showing the product.This is an example of _____ advertising.

Accepted Answer

The advertising campaign by Jim's Taco is an example of teaser advertising. Teaser advertising aims to build curiosity and anticipation for a product or service without giving away too much information. In this case, the ads featured basketball stars issuing mysterious challenges to each other, without showing the product, to pique the audience's interest in the new Guacamole taco.

Question 6

Subway Restaurant's "Five-dollar foot-long" catchy song, or _____________, has been an integral part of one of the most effective promotional campaigns ever developed in the fast-food industry.

Accepted Answer

A jingle is a short, catchy tune used in advertising or promotion, often set to a memorable melody, and usually accompanied by lyrics that promote a product or service. The "Five-dollar foot-long" song is a classic example of a jingle, and it has been a key element of Subway's successful promotional campaign. The other options (B-E) are not applicable because they refer to other elements of advertising or production, such as a script (written text for a commercial), a storyboard (visual plan for production), a layout (visual design of a page), or an animatic (animated storyboard).

Question 7

An ad for a van shows how easily a small boy and his grandfather can get in and out of the vehicle.It also emphasizes the positioning of handles at appropriate places that make transit easier for older people.Which ad execution technique is being used in this ad?

Accepted Answer

The ad is demonstrating the ease of getting in and out of the van using the example of a small boy and his grandfather. It also highlights the positioning of handles at appropriate places for older people.

Question 8

Which of the following statements is true of teaser advertisements?

Accepted Answer

Teaser advertisements are designed to build curiosity and anticipation for a product or service without revealing too much information. If used for an extended period, they can lead to frustration or disinterest among the target audience, hence marketers must be cautious not to overextend their use.

Question 9

A print ad for flood insurance lists 20 reasons why every homeowner should have flood insurance.This is an example of _____ advertising.

Accepted Answer

Straight-sell advertising focuses on providing factual information or arguments to persuade the audience. In this case, listing 20 reasons to have flood insurance is a straightforward presentation of facts or arguments to convince homeowners of the need for flood insurance.

Question 10

When Frito-Lay sponsored its "Crash the Super Bowl" creative competition and ran an ad that was entirely conceived and produced by amateurs, rather than advertising professionals, it was an example of __________________

Accepted Answer

Frito-Lay's "Crash the Super Bowl" creative competition and resulting ad were an example of user-generated content, where amateurs rather than advertising professionals conceived and produced the ad.

Question 11

Which of the following is an advertising execution approach designed to illustrate key advantages of a product by showing it in actual use?

Accepted Answer

A demonstration approach showcases the product in use, highlighting its key advantages and benefits. This approach is often used for products that require consumer education or may have unique features that need to be explained visually.

Question 12

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

Accepted Answer

A factual message is a straightforward presentation of information about a product or service without using any creative or dramatic elements. It provides the audience with relevant information about the product or service, such as its features, benefits, and pricing, in a clear and concise manner. This approach is effective when the audience is knowledgeable and interested in the product or service and when the goal is to provide information rather than to entertain or persuade.

Question 13

Under Armour used ____________ ads to create interest and excitement around a new product introduction for its Armour39 performance monitoring system.It wanted to create some suspense and mystery for the new product.

Accepted Answer

Teaser ads are designed to create interest and excitement around a new product by providing a glimpse or teaser of what's to come, without giving too much away. This strategy is often used to create some suspense and mystery for the new product, which can generate more buzz and anticipation among consumers. Under Armour likely used teaser ads to introduce its new Armour39 performance monitoring system and build excitement around its launch.

Question 14

_____ advertising is sometimes used to create curiosity and build interest and excitement in a new product or brand by talking about it but not showing it.

Accepted Answer

Teaser advertising is used to generate interest and excitement in a new product or brand by talking about it but not showing it. The goal is to create curiosity and anticipation, eventually leading to a reveal or launch of the product or brand. Reminder advertising, on the other hand, is used to reinforce a previously established brand or product in the minds of consumers. Rational advertising focuses on providing logical, factual information about a product or service. Consumer-generated advertising involves consumers creating and sharing their own content related to a brand or product. Informational advertising provides information about a product or service, but may not necessarily create excitement or interest.

Question 15

When an ad for the American Indian College Fund used the headline, "I Will Keep 286,000 People from Losing Their Sacred Land" to generate curiosity among magazine readers and encourage them to read the copy below for an explanation, it was an example of a(n) ___________________ headline.

Accepted Answer

The headline is designed to pique curiosity and encourage readers to continue reading for more information, which is characteristic of an indirect headline.

Question 16

An ad for a brand of 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?

Accepted Answer

The ad is using scientific evidence to support its claim that the brand of tea has more antioxidants than carrots or broccoli. It is presenting laboratory research as evidence, indicating that the claim is backed by scientific analysis.

Question 17

The argument by famous advertising man David Ogilvy that "what you say in advertising is more important than how you say it" suggests that

Accepted Answer

David Ogilvy believed that the message content, or the appeal, was more important than the way it was executed. In other words, the idea or message behind an advertisement was what ultimately mattered and could make or break its effectiveness, rather than just how it looked or sounded.

Question 18

When an advertiser cites technical information, such as the results of laboratory studies, in an advertisement, a(n) _____ style of execution is being used.

Accepted Answer

The use of technical information and laboratory studies indicates a scientific approach to the advertisement's message. Therefore, the scientific evidence style of execution is being used in the advertisement.

Question 19

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

Accepted Answer

Straight-sell message executions are designed to communicate information about a product or service, making them best suited to informational advertising appeals.

Question 20

The ad for an investment company opens with the statement, "You can't plan for tomorrow if you don't know where your money is today," and continues with relevant information about investment and its benefits.This ad is an example of _____ advertising.

Accepted Answer

This is a straight-sell advertising as it directly presents information about the benefits of investing and aims to convince the audience to take action.

Quiz 9: Creative Strategy: Implementation and Evaluation