Ch 9 Test Bank

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Chapter 09 Creative Strategy: Implementation and Evaluation Answer Key  
 

Multiple Choice Questions
 

1. (p. 293) The agency that developed the ‘Jack-in-the-Box' fast-food restaurants ads created a new ad with the return of a brand image that was remembered by customers from previous years, thereby creating a(n):  A. advertising appeal.

B. creative plan.
C. marketing plan.
D. sales approach.
E. sales presentation.

The advertising appeal refers to the approach used to attract the attention of consumers and/or to influence their feelings toward the product, service, or cause.

 

AACSB: Reflective Thinking
Bloom's: Analyze
Difficulty: Hard
Learning Objective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message. Topic: Appeals and Execution Styles
 

2. (p. 293) A(n) _____ refers to the approach used in an advertisement to elicit some consumer response or influence feeling. The way this approach is turned into an advertising message is the ____.  A. advertising appeal; advertising campaign

B. creative execution style; advertising appeal
C. creative execution style; advertising campaign
D. advertising appeal; creative execution style
E. brand image; positioning

The advertising appeal refers to the approach used to attract the attention of consumers and/or to influence their feelings toward the product, service, or cause. The creative execution style is the way a particular appeal is turned into an advertising message presented to the consumer.

 

AACSB: Analytic
Bloom's: Remember
Difficulty: Easy
Learning Objective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message. Topic: Appeals and Execution Styles
 

3. (p. 293) _____ is viewed as "something that moves people, speaks to their wants or needs, and excites their interest."  A. Advertising appeal
B. Execution style
C. Creativity
D. Big idea
E. Needledrop

An advertising appeal can also be viewed as "something that moves people, speaks to their wants or needs, and excites their interest."

 

AACSB: Analytic
Bloom's: Remember
Difficulty: Easy
Learning Objective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message. Topic: Appeals and Execution Styles
 

4. (p. 293) The _____ is the manner in which an advertising idea is turned into a message and presented to consumers.  A. advertising appeal
B. creative execution style
C. rational appeal
D. emotional appeal
E. big idea

The creative execution style is the way a particular appeal is turned into an advertising message presented to the consumer.

 

AACSB: Analytic
Bloom's: Remember
Difficulty: Easy
Learning Objective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message. Topic: Appeals and Execution Styles
 

5. (p. 293) An ad for Enbrel, a prescription medicine for people who have rheumatoid arthritis, tells the reader that this drug has proven to work for people who have had little or no pain relief from other drugs. The factual, news like nature of the ad indicates that it is using a(n) _____ appeal.  A. rational

B. product popularity
C. emotional
D. fear
E. refutational

Informational/rational appeals focus on the consumer's practical, functional, or utilitarian need for the product or service and emphasize features of a product or service and/or the benefits or reasons for owning or using a particular brand.

 

AACSB: Reflective Thinking
Bloom's: Analyze
Difficulty: Hard
Learning Objective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message. Topic: Advertising Appeals
 

6. (p. 293) Advertising appeals that focus on functional or utilitarian needs and emphasize product...
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