Ch 9 Flashcards
Advertising appeals and executions are usually independent of each other.
true
A print ad that appears in Car and Driver magazine contains details of the advertised car’s body, structure, mileage, etc. It employs a rational appeal.
true
Sunshine Sundries has been working with Success Advertising to build brand awareness by keeping the Sunshine brand name in front of consumers. Success has set up a series of online banner ads to foster greater awareness. This type of appeal is called
reminder advertising.
Slice-of-life ads make use of more excitement and suspense in telling a story when compared to the dramatization style of execution.
false
The ad for the Mach3 Sensitive razor that suggests it will make your lady love your face even more is an example of a straight-sell advertising execution.
true
Techniques for writing direct headlines include using questions, provocations, how-to statements, and challenges.
false
Success Advertising is creating a radio commercial for Sunshine Sundries. Because the commercial will run several times a day and to stay in budget, they selected music from a prefabricated, multipurpose play list that will be paid for on a one-time basis. Success Advertising has chosen to use a
needledrop.
The print ad of a communications network provider features a collage of people with smiling faces that reads “10 million happy customers around the world.” This is an example of a(n)
product/service popularity appeal.
Bea Inc. manufactures a new soap called “Honeydew,” targeted specially toward people with sensitive skin. Which of the following types of advertising appeals should Bea use to announce the launch of the soap?
news appeal
In its advertising campaign, a charitable organization uses a photo of a small, malnourished child whose bones are clearly visible under his skin. In the photo, the child sits huddled in a fetal position. A vulture sits, waiting, in the background. Which of the following kinds of advertising appeal is the organization using?
emotional appeal
GC Inc., a toothpaste manufacturer, launches an ad campaign that portrays the idea that using GC’s CloseUp toothpaste increases a person’s attractiveness and he/she becomes more “kissable.” In this ad, GC uses
transformational advertising.
Intel recently approached many customers and individuals chosen at random to participate in making its ads. People were asked to sing the Intel jingle in their own unique style. Those interested could also create their ads personally and post them on the Intel website, some of which were also aired on television. In this scenario, Intel used
user-generated advertising.
Pluto Inc. interviewed a few of its customers regarding their experience of using Pluto shampoos and conditioners. These interviews were filmed and used in making its commercials. Which of the following advertising execution styles did Pluto use?
testimonial
When Jenny Craig uses television commercials and print ads featuring ordinary consumers and celebrities discussing how they have been able to lose weight using the company’s programs, it is using a ________ execution.
testimonial
A recent print ad for Venus Shoes featured pictures of sports shoes in various colors along with the tagline “Let’s run.” Which of the following advertising execution styles did Venus use?
imagery
