Question 1

An ad for an AT&T MasterCard offered zero percent interest on any balance transferred from another card by September 1,as well as no annual fee.What kind of an advertising appeal is this ad using?

Accepted Answer

The ad is using the profit appeal by promoting the benefit of zero percent interest and no annual fee for balance transfers. This encourages consumers to switch to the AT&T MasterCard in order to save money and maximize their profits.

Question 2

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

Accepted Answer

The slogan "Fresh Lemon Taste Made Easy" suggests that the product is convenient to use. Therefore, the advertising appeal used in this ad is convenience.

Question 3

An ad for Kraft Easy Mac,six microwaveable snack packets of macaroni and cheese,asks,"Need a snack?" and responds,"Snack the Mac." What kind of an advertising appeal is this ad using?

Accepted Answer

The ad is emphasizing the convenience of the product, as it can be easily prepared in the microwave as a quick snack.

Question 4

The new Hydrience hair color advertising campaign encourages people to "treat their hair to lush,radiant color." The advertising is focusing on:

Accepted Answer

The advertising campaign is emphasizing the benefit of achieving lush and radiant hair color through using Hydrience, which falls under promoting a product benefit.

Question 5

Realemon juice relies on the slogan,"Fresh Lemon Taste Made Easy." This slogan gives the juice its:

Accepted Answer

The slogan "Fresh Lemon Taste Made Easy" is the unique selling proposition of the Realemon juice. It highlights the unique feature of the product and sets it apart from other lemon juices in the market.

Question 6

In advertising,the goal is to sell the product's _____,not its _____.

Accepted Answer

The goal of advertising is to sell the benefits of the product, or in other words, how it will improve the consumer's life or satisfy their needs/wants, rather than just listing its attributes or features. Appeals, traits, virtues, and properties are not the most accurate terms to describe the goal of advertising. Competitive edge and differential advantage are important concepts in advertising, but they don't directly answer the question being asked.

Question 7

You are the advertising campaign manager for Health Express USA,a new fast-food restaurant that caters to the health-conscious.Which of the following messages would be LEAST effective in communicating product benefits?

Accepted Answer

The answer of You are the advertising campaign manager for...

Question 8

When making creative decisions for the advertising campaign,the advertising manager may consider all of the following EXCEPT:

Accepted Answer

The selection of advertising objectives is typically determined before the creative decisions are made, as it guides the overall strategy and direction of the campaign.

Question 9

The new advertisements for Stouffer's Skillet Sensations meals focus on the fact the easy-to-prepare meal contains 50 percent more chicken than it originally did.This advertising highlights:

Accepted Answer

The advertisement emphasizes a specific feature of the product, which is the increased amount of chicken, making it a focus on a product attribute.

Question 10

An effective advertising appeal must:

Accepted Answer

An effective advertising appeal must make a positive impression on the target market. If it does not appeal to the target market, it will not be effective in persuading them to purchase the product or service being advertised. Choices A, C, D, and E are not effective advertising appeals.

Question 11

The dominant advertising appeal selected for the campaign will become the:

Accepted Answer

The dominant advertising appeal selected for the campaign will become the unique selling proposition, which is a key part of the brand's positioning strategy and central to the campaign's messaging and creative execution. The unique selling proposition should differentiate the brand from competitors and highlight the brand's most appealing benefits or attributes to the target audience.

Question 12

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

Accepted Answer

All except alternative c are executional styles.See Exhibits 17.2 and 17.3.

Question 13

_____ is the way the advertisement portrays its information.

Accepted Answer

Message execution refers to the way an advertisement conveys its message to the audience through elements such as tone, language, and visuals. It encompasses the creative decisions made by the advertiser in terms of advertising copy and design. Therefore, option A is the best choice.

Question 14

The ad for White House applesauce cups describes how the product provides 100 percent of your daily Vitamin C in every cup.What kind of an advertising appeal is this ad using?

Accepted Answer

The ad is using the health appeal by emphasizing that the product provides 100 percent of daily Vitamin C in every cup.

Question 15

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 off General Mills cereal.This ad focuses on:

Accepted Answer

The ad is highlighting the benefit of the BoxTop Redemption program, which is that it allows schools to earn cash when they redeem box tops off General Mills cereal.

Question 16

In the past,Kroger supermarkets relied on the slogan "For Goodness Sake" to create the company's:

Accepted Answer

"For Goodness Sake" is a unique selling proposition, which is a statement used to convince consumers that a product or service is unique and superior to other options available in the market. Kroger used this slogan to differentiate itself from other supermarkets and position itself as a provider of high-quality, wholesome products.

Question 17

The ads for Advantage flea and tick control show well-loved pets miserably scratching.With one application of Advantage,the pets are happy and doing what they do best--providing pleasure for their owners.These ads use a(n)_____ executional style.

Accepted Answer

The answer of The ads for Advantage flea and tick...

Question 18

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

Accepted Answer

An advertising appeal is an advertising technique that helps to identify a reason for a person to buy a product.

Question 19

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?

Accepted Answer

The ad is using an environmentally conscious appeal by promoting the bottler's commitment to reforestation as a way to demonstrate their concern for the environment.

Question 20

The slogan for Lawry's meat marinades is "Always Tender.Always Juicy.Always Easy." This slogan,which describes meat after it has been cooked using the marinade,describes the product's:

Accepted Answer

The slogan "Always Tender. Always Juicy. Always Easy." describes the unique selling proposition of Lawry's meat marinades, which sets it apart from other meat marinades on the market.

Quiz 15: Advertising and Public Relations