Question 1

Rick Edgars, a famous sports personality, appears in Venus Inc.'s ads in which he notes how the company's golf clubs have helped him win several major championships.He also states that in his experience, the clubs have a "perfect swing." Which of the following types of advertising execution is illustrated in this scenario?
A)slice of life
B)testimonial
C)demonstration
D)scientific evidence
E)Dramatization

Accepted Answer

The scenario illustrates the use of a testimonial in advertising execution, as Rick Edgars is a famous sports personality who endorses Venus Inc.'s golf clubs based on his personal experience with them.

Question 2

A widely used advertising execution style for packaged products, which attempts to portray situations consumers might face while using them in their daily activities, is known as _____ execution.
A)endorsement
B)slice-of-life
C)emotional
D)dramatization
E)demonstration

Accepted Answer

Slice-of-life execution style is commonly used to portray situations faced by consumers while using a product in their daily routine, making it relatable and memorable.

Question 3

Dramatization is particularly well suited for _____ advertising.
A)television
B)newspaper
C)radio
D)magazine
E)direct mail

Accepted Answer

Dramatization involves creating a story or scenario to promote a product or service, which can be effectively conveyed through visual media such as television. This allows for better demonstration of the benefits and features of the product or service. Dramatization may not be as effective in other mediums such as newspaper, radio, magazine, or direct mail.

Question 4

A professional race car driver appears in an ad advocating a particular motor oil brand.This is an example of a(n)
A)comparison.
B)endorsement.
C)demonstration.
D)straight sell.
E)slice of life.

Accepted Answer

An endorsement is when a celebrity or expert in a particular field shows support for a product or brand. In this case, the race car driver is an expert in the field of racing and is endorsing a particular motor oil brand.

Question 5

_____ are used in the execution of ads that involve creating a central character that can deliver the advertising message and with whom the product or service can be identified.
A)Demonstrations
B)Testimonials
C)Personality symbols
D)Fantasies
E)Slices-of-life situations

Accepted Answer

Personality symbols are characters that are created to represent the product or service being advertised. The character can be anything from an animal to a cartoon character, but the idea is to make the character memorable and easily identifiable with the brand. This type of advertising is often used for children's products or products that need to be marketed to a specific demographic. Examples include the Geico gecko or Tony the Tiger for Frosted Flakes.

Question 6

Marlboro used a cowboy to advertise its cigarettes for a number of years."The Marlboro Man" became a central character through which the company delivered its advertising message.This is an example of
A)testimonial advertising execution technique.
B)demonstration advertising execution technique.
C)use of personality symbols in the execution of ads.
D)use of testimonials in the execution of ads.
E)use of ambassadors in the execution of ads.

Accepted Answer

The use of a personality symbol, in this case, the Marlboro Man, is the central theme of the advertising message.

Question 7

An advertising execution technique used by business-to-business marketers depicting the negative consequences of making incorrect purchase decisions is referred to as
A)a problem-solution execution.
B)slice-of-death advertising.
C)slice-of-life advertising.
D)a response-stimuli execution.
E)informational advertising.

Accepted Answer

Slice-of-death advertising is a technique used by business-to-business marketers to depict the negative consequences of making incorrect purchase decisions. This technique focuses on the risks and potential disastrous outcomes that could arise from making the wrong decision, rather than simply highlighting the benefits of a certain product or service.

Question 8

Colonel Sanders from KFC's ads is an example of advertising that uses a _____ in its execution technique.
A)testimonial
B)demonstration
C)fantasy
D)personality symbol
E)behavioral appeal

Accepted Answer

Colonel Sanders is a personality symbol that represents KFC and has become a recognizable figure in their advertising campaigns.

Question 9

An advertising execution technique that is particularly popular for creating commercials targeted at children is
A)slice of life.
B)demonstration.
C)testimonial.
D)scientific evidence.
E)animation.

Accepted Answer

Animation is a popular advertising execution technique for creating commercials targeted at children as children are drawn to colorful, playful visuals and animations often feature lovable characters that children are easily attached to.

Question 10

_____ is an advertising execution technique often used for emotional appeals.It offers viewers a form of mental escape and/or an opportunity to envision themselves in a certain situation.
A)Imagery
B)Demonstration
C)Slice of life
D)Animation
E)Comparative advertising

Accepted Answer

Imagery is used in advertising to create a mental picture for the viewer, often evoking emotions and allowing them to imagine themselves in a particular situation or setting. This technique is effective for emotional appeals because it helps establish a connection between the consumer and the product or service being advertised.

Question 11

An ad for a vacation resort in Virginia begins by stating that the resort has "Dozens of sporting diversions for the entire family." Under that statement, it reads, "Translation: guilt-free golf." Which execution style is seen in this ad?
A)endorsement
B)slice of life
C)reminder
D)testimonial
E)demonstration

Accepted Answer

The ad is using a slice of life execution style by presenting the resort as a place where families can enjoy many different sports and activities, but then specifically highlighting golf as a guilt-free option. This is meant to appeal to families who may feel guilty about taking time away from other activities to play golf.

Question 12

Airlines sometimes use _______________ when they begin offering service to new cities or opening new routes as a way of informing consumers as well as generating media interest that can result in publicity for them.
A)comparisons
B)slice of life
C)humor
D)testimonial
E)News

Accepted Answer

News is the most appropriate choice for airlines to inform consumers and generate media interest when they begin offering service to new cities or opening new routes. Publishing news articles can result in publicity for them and attract more customers.

Question 13

When Alcon's Opti-Free multi-purpose disinfecting solution for contact lens care treatment notes the product is the number one doctor-recommended brand because its performance is driven by science, it is using _________________ as an execution approach.
A)testimonial
B)scientific/technical evidence
C)fantasy
D)personality symbol
E)comparison

Accepted Answer

The product is emphasizing its scientific/technical evidence to support its claim of being the number one doctor-recommended brand.

Question 14

Which of the following is true of cartoon animation?
A)It is synonymous with slice-of-life advertising.
B)It is also known as endorsement advertisement.
C)It is popular for commercials targeted at children.
D)It involves a problem-solution approach.
E)It portrays the conflict that people face in their daily lives.

Accepted Answer

Cartoon animation is popular for commercials targeted at children as it appeals to their sense of imagination and entertainment.

Question 15

A Bright laundry detergent ad showed a baseball team-manager removing stains from two dozen uniforms by throwing them in a washer and adding Bright detergent.Which of the following advertising execution styles has been illustrated in this scenario?
A)dramatization
B)slice of life
C)humorous
D)testimonial
E)emotional

Accepted Answer

The answer of A Bright laundry detergent ad showed a...

Question 16

Which of the following statements is true of the use of slice-of-life executions?
A)Slice-of-life executions are very inefficient in business-to-business advertising.
B)To be effective, a slice-of-life execution should avoid mimicking real life because its primary purpose is to rise above the clutter.
C)Slice-of-life executions work well only for consumer products with perceived homogenous qualities.
D)Many advertisers like slice-of-life executions because they feel they are an effective way to present a situation to which consumers can relate.
E)Slice-of-life or problem/solution execution approaches are limited to the advertising of services.

Accepted Answer

Many advertisers like slice-of-life executions because they feel they are an effective way to present a situation to which consumers can relate. This approach can be effective in both consumer and business-to-business advertising, as it humanizes the product or service being advertised and makes it more relatable to the audience. Mimicking real life can enhance the authenticity of the execution and make it more effective. This approach works well for products with both homogenous and unique qualities.

Question 17

In a television ad, actor and noted animal lover Betty White praised Frontline, a flea and tick treatment, for the way it protects her dogs and cats.Which of the following types of advertising execution has been illustrated in this scenario?
A)comparisons
B)slice of life
C)humor
D)testimonial
E)Demonstration

Accepted Answer

The scenario describes a testimonial, as Betty White is providing a personal statement about her positive experience with Frontline.

Question 18

Timber Co.sells all-weather gear.For its advertising campaign, the company develops an imaginary place called Timber City, which is a Utopian setting of extraordinary landscapes and crystal-clear lakes.Which of the following execution styles is illustrated in Timber's ads?
A)imagery
B)demonstration
C)slice of life
D)animation
E)comparison

Accepted Answer

The execution style illustrated in Timber's ads is imagery, as it uses visuals and descriptive language to depict the imaginary place of Timber City.

Question 19

An ad for Novell solutions targeting businesspeople used the headline, "ERP: Sound made by CIO when people see data they shouldn't." The actor playing the executive in the ad has a distressed, almost fearful look on his face.Which of the following execution techniques has been used in this ad?
A)problem-solution execution
B)slice-of-death advertising
C)slice-of-life advertising
D)reminder execution
E)informational advertising

Accepted Answer

The ad is using slice-of-death advertising by creating a dramatic and exaggerated scenario in which the CIO is distressed and potentially facing negative consequences due to the company's lack of proper data control.

Question 20

Which of the following is used to execute an ad wherein excitement and suspense are used to tell a short story with a product as the star of the ad?
A)slice of life
B)animation
C)dramatization
D)testimonial
E)imagery

Accepted Answer

Dramatization is used to create excitement and suspense and tell a short story with the product as the star. This technique is often used in TV commercials to create a memorable and impactful ad.

Quiz 9: Creative Strategy: Implementation and Evaluation

A widely used advertising execution style for packaged products, which attempts to portray situations consumers might face while using them in their daily activities, is known as _____ execution.

Dramatization is particularly well suited for _____ advertising.

A professional race car driver appears in an ad advocating a particular motor oil brand.This is an example of a(n)

_____ are used in the execution of ads that involve creating a central character that can deliver the advertising message and with whom the product or service can be identified.

Marlboro used a cowboy to advertise its cigarettes for a number of years."The Marlboro Man" became a central character through which the company delivered its advertising message.This is an example of

An advertising execution technique used by business-to-business marketers depicting the negative consequences of making incorrect purchase decisions is referred to as

Colonel Sanders from KFC's ads is an example of advertising that uses a _____ in its execution technique.

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

_____ is an advertising execution technique often used for emotional appeals.It offers viewers a form of mental escape and/or an opportunity to envision themselves in a certain situation.

An ad for a vacation resort in Virginia begins by stating that the resort has "Dozens of sporting diversions for the entire family." Under that statement, it reads, "Translation: guilt-free golf." Which execution style is seen in this ad?

Airlines sometimes use _______________ when they begin offering service to new cities or opening new routes as a way of informing consumers as well as generating media interest that can result in publicity for them.

When Alcon's Opti-Free multi-purpose disinfecting solution for contact lens care treatment notes the product is the number one doctor-recommended brand because its performance is driven by science, it is using _________________ as an execution approach.

Which of the following is true of cartoon animation?

A Bright laundry detergent ad showed a baseball team-manager removing stains from two dozen uniforms by throwing them in a washer and adding Bright detergent.Which of the following advertising execution styles has been illustrated in this scenario?

Which of the following statements is true of the use of slice-of-life executions?

In a television ad, actor and noted animal lover Betty White praised Frontline, a flea and tick treatment, for the way it protects her dogs and cats.Which of the following types of advertising execution has been illustrated in this scenario?

Timber Co.sells all-weather gear.For its advertising campaign, the company develops an imaginary place called Timber City, which is a Utopian setting of extraordinary landscapes and crystal-clear lakes.Which of the following execution styles is illustrated in Timber's ads?

An ad for Novell solutions targeting businesspeople used the headline, "ERP: Sound made by CIO when people see data they shouldn't." The actor playing the executive in the ad has a distressed, almost fearful look on his face.Which of the following execution techniques has been used in this ad?

Which of the following is used to execute an ad wherein excitement and suspense are used to tell a short story with a product as the star of the ad?