Question 1

An advertising execution technique that relies on a straightforward presentation of information concerning the product or service is called a(n):
A)straight-sell or factual message.
B)demonstration.
C)testimonial.
D)dramatization.
E)animation of key benefits approach.

Accepted Answer

A straightforward presentation of information about the product or service is the definition of a straight-sell or factual message. It is used when the product or service is self-explanatory and requires no further promotion.

Question 2

A print ad for flood insurance lists twenty good reasons why every homeowner should have flood insurance.This is an example of _____ advertising.
A)straight-sell
B)transformational
C)testimonial
D)teaser
E)refutational

Accepted Answer

The ad provides a straightforward list of reasons to buy flood insurance, which is characteristic of straight-sell advertising.

Question 3

Which of the following is an advertising execution approach designed to illustrate key advantages or features of a product by showing it in actual use?
A)Comparison
B)Demonstration
C)Scientific evidence
D)Straight-sell
E)Animation

Accepted Answer

The advertising execution approach designed to illustrate key advantages or features of a product by showing it in actual use is demonstration. This approach shows the product in action, highlighting its benefits and features, and provides customers with a clear understanding of how it can meet their needs.

Question 4

In a Neutrogena moisturizer with superior sun protection ad,a dermatologist's report stated,"A year of incidental sun equals baking for a week at the beach!" This is an example of a(n)_____ execution.
A)dramatization
B)slice-of-life
C)technical evidence
D)testimonial
E)animation

Accepted Answer

The answer of In a Neutrogena moisturizer with superior sun...

Question 5

An ad for Lipton 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?
A)Dramatization
B)Testimonial
C)Scientific/technical evidence
D)Slice-of-life
E)Comparison

Accepted Answer

The ad is using scientific/technical evidence to support its claim about the high antioxidant content of Lipton tea compared to vegetables like carrots and broccoli. The use of laboratory research adds credibility to the ad's message.

Question 6

Professional golfer Arnold Palmer appeared in ads advocating the engine protection cars get from Pennzoil motor oil.This is an example of a(an):
A)comparison.
B)endorsement.
C)demonstration.
D)straight sell.
E)slice-of-life.

Accepted Answer

Arnold Palmer appearing in ads promoting Pennzoil motor oil is an endorsement, as he is lending his credibility and reputation as a professional golfer to support the product.

Question 7

Which of the following statements is true about the use of teaser advertising?
A)They cannot be used to draw attention to and generate publicity for an upcoming advertising campaign.
B)They do not work well because consumers really do not pay much attention to advertising.
C)They can be effective but marketers must be careful not to use them too long.
D)They usually offend consumers.
E)They have the objective of building brand awareness by keeping the brand name in front of the customers.

Accepted Answer

Teaser advertising can be effective in generating excitement and anticipation for an upcoming campaign or product launch. However, if it is used for too long or is misleading, it can damage the brand's credibility and turn off consumers. Therefore, marketers must be careful in their use of teaser advertising.

Question 8

_____ 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.
A)Reminder
B)Teaser
C)Rational
D)Comparative
E)Feature appeal

Accepted Answer

Teaser advertising is used to create curiosity and anticipation for a new product or brand by giving little information about it, thus arousing interest and excitement. The focus of teaser ads is not on delivering information about the product but on building intrigue to generate buzz and anticipation for the launch.

Question 9

The ad for TDA meritrade 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 a lot of information about investment and its benefits.This indicates that the ad is an example of _____ advertising.
A)straight-sell
B)transformational
C)testimonial
D)teaser
E)refutational

Accepted Answer

The ad for TDA meritrade investment company is focused on providing information about their investment offerings and persuading consumers to invest with them. This type of advertising is known as straight-sell advertising.

Question 10

A Tide detergent ad showed a high school team manager easily removed all the grass and dirt stains from two dozen baseball uniforms by simply throwing them in a washer and adding Tide.The ad creator used which execution style?
A)Dramatization
B)Slice-of-life
C)Slice-of-death
D)Testimonial
E)Demonstration

Accepted Answer

The answer of A Tide detergent ad showed a high...

Question 11

When a person speaks on the behalf of a product or service based on his or her personal use of and/or experiences with it,a(n)_____ execution is being used.
A)dramatization
B)slice-of-life
C)animation
D)demonstration
E)testimonial

Accepted Answer

A testimonial is when someone speaks on behalf of a product or service based on their personal use or experiences with it, making it the best choice for this scenario. The other options don't necessarily involve personal experience or use of the product or service.

Question 12

An ad for Toyota vans shows how easily a child,who needs to use a bathroom,can get out of the vehicle.Which ad execution technique is being used in this ad?
A)Comparison
B)Demonstration
C)Scientific evidence
D)Straight-sell
E)Testimonial

Accepted Answer

The ad is using demonstration as an execution technique by showing how easily a child can get out of the Toyota van to use the bathroom.

Question 13

Taco Bell launched the advertising campaign for its Double Decker taco by running anonymous full-page ads featuring basketball stars issuing vague challenges to one another.This is an example of _____ advertising.
A)reminder
B)teaser
C)transformational
D)favorable price appeal
E)news appeal

Accepted Answer

The advertisement campaign for Double Decker taco by Taco Bell using anonymous full-page ads featuring basketball stars issuing vague challenges to one another is an example of teaser advertising. The objective of this type of advertising is to pique the interest of the consumers and create hype and anticipation around the product.

Question 14

When Ford Motor Company 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.
A)reminder
B)transformational
C)teaser
D)emotional
E)cognitive

Accepted Answer

The given scenario is an example of teaser advertising, which is used to create curiosity and anticipation about a product or service without revealing it. The objective of teaser advertising is to capture the attention of the target audience and build excitement leading up to the launch of the product or service. In this case, the ads were promoting the new car without unveiling it to generate buzz and interest before its actual release.

Question 15

A widely used advertising execution style for packaged goods products which attempts to portray situations consumers might face in their daily lives is known as:
A)endorsement.
B)slice-of-life.
C)theater style.
D)a testimonial.
E)a demonstration.

Accepted Answer

Slice-of-life execution style attempts to portray situations that consumers might face in their daily lives, making it a popular choice for advertising packaged goods products. Endorsement, testimonial, and demonstration all have a different approach and may not be as effective for packaged goods products. Theater style execution style is more suitable for live events and performances.

Question 16

When an advertiser cites technical information such as the results of laboratory studies in an advertisement,a(n)_____ execution is being used.
A)dramatization
B)slice-of-life
C)scientific evidence
D)testimonial
E)animation

Accepted Answer

When an advertiser cites technical information such as the results of laboratory studies in an advertisement, a scientific evidence execution is being used. This is intended to provide objective and factual evidence to support the claims made in the ad.

Question 17

Tiger Woods appears in ads for Nike in which he notes how the company's golf clubs helped him win so many major championships.This is an example of which type of advertising execution?
A)Slice-of-life
B)Testimonial
C)Demonstration
D)Scientific evidence
E)Dramatization

Accepted Answer

Tiger Woods appearing in ads for Nike and giving a testimonial about how the company's golf clubs helped him win major championships, is an example of testimonial advertising execution.

Question 18

In a television ad,actress and noted animal lover Betty White praised a flea and tick treatment called Frontline for the way it protects both her dogs and cats.These ads are an example of the use of what type of execution?
A)Comparisons
B)Slice-of-life
C)Humor
D)Testimonial
E)Demonstration

Accepted Answer

The ad featuring Betty White praising Frontline is a clear example of a testimonial execution, where a celebrity or an expert gives their endorsement to a product or service.

Question 19

Straight-sell message executions are commonly used with _____ advertising appeals.
A)informational
B)emotional
C)teaser
D)transformational
E)emotional integration

Accepted Answer

Straight-sell message executions are focused on providing information about the product or service to potential customers. Therefore, they are commonly used with informational advertising appeals that aim to educate the audience about the features, benefits, and advantages of the advertised product or service. Emotional, teaser, transformational, and emotional integration appeals are more focused on creating a mood or emotional response and may not be compatible with the more straightforward communication approach of straight-sell executions.

Question 20

The argument by famous advertising copywriter David Ogilvy that "what you say in advertising is more important than how you say it" suggests that:
A)advertising appeal is more important than the way it is executed.
B)advertising execution is more important than the appeal.
C)advertising appeals and executions are equally important.
D)advertising execution is more important than message content.
E)the product is more important than the creative appeal.

Accepted Answer

David Ogilvy, in his argument, emphasizes that the message or content of advertising is more crucial than the creative approach used to communicate it. Thus, option A is the most appropriate as it highlights a core theme of his statement.

Quiz 7: Creative Strategy: Implementation and Evaluation

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

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

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

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

An ad for Lipton 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?

Professional golfer Arnold Palmer appeared in ads advocating the engine protection cars get from Pennzoil motor oil.This is an example of a(an) :

Which of the following statements is true about the use of teaser advertising?

_____ 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.

The ad for TDA meritrade 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 a lot of information about investment and its benefits.This indicates that the ad is an example of _____ advertising.

A Tide detergent ad showed a high school team manager easily removed all the grass and dirt stains from two dozen baseball uniforms by simply throwing them in a washer and adding Tide.The ad creator used which execution style?

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

An ad for Toyota vans shows how easily a child,who needs to use a bathroom,can get out of the vehicle.Which ad execution technique is being used in this ad?

Taco Bell launched the advertising campaign for its Double Decker taco by running anonymous full-page ads featuring basketball stars issuing vague challenges to one another.This is an example of _____ advertising.

When Ford Motor Company 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.

A widely used advertising execution style for packaged goods products which attempts to portray situations consumers might face in their daily lives is known as:

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

Tiger Woods appears in ads for Nike in which he notes how the company's golf clubs helped him win so many major championships.This is an example of which type of advertising execution?

In a television ad,actress and noted animal lover Betty White praised a flea and tick treatment called Frontline for the way it protects both her dogs and cats.These ads are an example of the use of what type of execution?

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

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