Chapter 9

Question 1

advertising appeal

Answer 1

approach used to attract consumers’ attention and/or to influence their feelings toward the product, service, or cause

Question 2

creative execution style

Answer 2

manner in which a particular appeal is turned into an advertising message presented to the consumer

Question 3

rational.informational appeals

Answer 3

focus on consumer’s practical needs for product

Question 4

feature appeal

Answer 4

focus on dominant traits of the product or service

Question 5

competitive advantage appeal

Answer 5

compares to another brand and claims superiority on one or more attributes

Question 6

future appeal

Answer 6

focuses on the dominant traits of the product or service

Question 7

favorable price appeal

Answer 7

makes product price the dominant point of the message

Question 8

news appeal

Answer 8

involves a type of news about the product, service or company

Question 9

product/service popularity appeal

Answer 9

stresses the popularity of a product or service by pointing out

• the consumers who have switched to product
• number of experts recommend
• leadership position in market

Question 10

emotional appeals

Answer 10

relate to the customers social and psycholgical needs for product

Question 11

transformational ad

Answer 11

associates the experience of using the advertised brand with a unique set of psychological characteristics

Question 12

transformational ad characteristics

Answer 12

• make the experience of using the produt more enjoyable

- connect the experience of ad with experience using the brand

Question 13

transformational ad creates

Answer 13

feeling
meanings
images
beliefs

Question 14

transoftaional ads makes the proudct use experience

Answer 14

richer
more exciting
warmer
more enjoyable

Question 15

reminder advertising

Answer 15

builds brand awareness and keep the brand name in front of consumers

Question 16

teaser advertising

Answer 16

builds curiosity about product or brand by talking about it but not actually showing it

Question 17

user generated content

Answer 17

created by consumers rather than by the company and/or its agency

Question 18

straight-sell or factual message

Answer 18

relies on a straightforward presentation of information concerning the product or service

Question 19

scientific/technical evidence

Answer 19

advertisers cite tech/scentific information to support their advertising claims

Question 20

demonstration

Answer 20

illustrates the key advantages of the product by showing its actual use

Question 21

comparison

Answer 21

shows a brand’s particular advantage over its rivals

Question 22

testimonial

Answer 22

messages are presented by a person who elaborates on his or her personal experience with it

Question 23

endorsement

Answer 23

a well-known or respected individual speaks on behalf of the company or the brand

Question 24

slice of life

Answer 24

based on a problem/solution approach

B2B marketers

Question 25

slice of death advertising

Answer 25

focuses on the negative consequences that result when wrong decisions are made

Question 26

imagery

Answer 26

consists of visual elements rather than information

- encourage buyers to associate symbols

Question 27

dramatization

Answer 27

focuses on telling a short story with the product or service as the star

Question 28

needledrop

Answer 28

music that is prefabricated, and highly conventional

Question 29

script

Answer 29

written version of commercial

Question 30

preproduction tasks

Answer 30

select director
preproduction meeting
production timetable
cost estimation
bidding
choose production comapny

Question 31

production tasks

Answer 31

location
timing
talent

Question 32

postproduction tasks

Answer 32

editing
processing
sound effects
audio mixing
opticals
approvals
duplicating
release/shipping