Question 1

Which of the following is an example of an advertising personality symbol?

Accepted Answer

A)   Wayne Gretzky
B)   The Man from Glad
C)   Celine Dion
D)   William ShatnerE) A) and D)
F) A) and C)

Question 2

The physical arrangement of the various parts of an ad including headlines, subheads, illustrations, body copy, and identifying marks is known as:

Accepted Answer

A)   copy writing
B)   art direction
C)   visualization
D)   the layoutE) None of the above
F) A) and B)

Question 3

A commercial showing trucks and SUVs navigating tough terrain is an example of ________ advertising execution.

Accepted Answer

A)   imagery
B)   animation
C)   slice-of-life
D)   testimonialE) B) and C)
F) A) and C)

Question 4

The Old Spice Man is an example of advertising that uses which of the following advertising execution techniques?

Accepted Answer

A)   Imagery
B)   Personality symbol
C)   Demonstration
D)   TestimonialE) All of the above
F) B) and C)

Question 5

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

Accepted Answer

A)   dramatization
B)   animation
C)   scientific/technical evidence
D)   testimonialE) A) and C)
F) B) and C) C

Question 6

Which of the following statements about conclusion drawing is NOT true?

Accepted Answer

A)   Letting the customer draw their own conclusion should only be done when the marketer is looking for immediate action from the target.
B)   Less educated people may make incorrect inferences from a message where a conclusion is not stated.
C)   Messages with explicit conclusions are more effective in influencing attitudes.
D)   Whether to draw a conclusion for the audience depends on the complexity of the topic.E) B) and C)
F) All of the above

Question 7

The function of a headline in a print ad is to do all of the following EXCEPT:

Accepted Answer

A)   lead readers to click on the link to the brand's website
B)   perform a segmentation function by attracting the attention and interest of consumers who are the best prospects for a product or service
C)   put forth the main theme, appeal, or proposition of the ad in a few words
D)   attract readers' attentionE) A) and B)
F) All of the above

Question 8

Historically, radio has been referred to as:

Accepted Answer

A)   a cost-effective way to deliver technical information
B)   a low-budget alternative to television
C)   the theatre of the mind
D)   appropriate for local audiences onlyE) A) and C)
F) B) and C) C

Question 9

A study showed that the use of pictures providing examples increased message recall when:

Accepted Answer

A)   the consumer was loyal to a competing product
B)   the pictures attracted attention to the product
C)   the pictures were low in imagery value
D)   the verbal information was low in imagery valueE) B) and C)
F) A) and C)

Question 10

Which of the following is true about audio messages?

Accepted Answer

A)   Jingles work best when they are introduced in a video ad first, before translating it to an audio-only format.
B)   The voiceover speaker or actors should maintain an even tone to ensure comprehension.
C)   Brands employ unique sound effects to allow the visual to take hold in the receiver's mind.
D)   Music is not as much of a key component in audio messages, as it can muddle the meaning of the message.E) C) and D)
F) None of the above

Question 11

is an occupational term in the advertising and music industries that refers to prefabricated, multipurpose music that is often used as the background audio portion of a commercial.

Accepted Answer

A)   Stock music
B)   Voiceover
C)   Jingle
D)   NeedledropE) All of the above
F) None of the above

Question 12

A one-sided message can be effective when:

Accepted Answer

A)   the marketer presents negative information involuntarily
B)   the target audience holds an opposing opinion
C)   the target audience is highly educated
D)   a company acknowledges its shortcomings and communicates how it has improvedE) A) and B)
F) A) and C)

Question 13

Presenting the strongest arguments at the beginning of the commercial message assumes a________  is operating.

Accepted Answer

A)   primacy effect
B)   recency effect
C)   sleeper effect
D)   credibility effectE) None of the above
F) All of the above

Question 14

A written version of a commercial that provides a detailed description of its video and audio content is known as a:

Accepted Answer

A)   script
B)   storyboard
C)   layout
D)   voiceoverE) B) and C)
F) A) and B)

Question 15

is the way a message appeal is presented.

Accepted Answer

A)   Message structure
B)   Creative execution style
C)   Creative structure
D)   Creative themeE) B) and C)
F) None of the above

Question 16

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

Accepted Answer

A)   peace of mind
B)   dramatization
C)   a demonstration
D)   slice-of-lifeE) A) and B)
F) A) and C)

Question 17

An advertising execution technique that is particularly popular for creating commercials targeted at children is:

Accepted Answer

A)   testimonial
B)   animation
C)   slice-of-life
D)   demonstrationE) C) and D)
F) All of the above B

Question 18

Advertisements for M&M candy featuring various colours of the candy taking on human personifications are examples of which type of creative execution?

Accepted Answer

A)   Testimonial
B)   Straight-sell
C)   Animation
D)   DramatizationE) A) and D)
F) None of the above

Question 19

Timberland Co. sells all-weather gear. For its advertising, it has developed an imaginary place called Timber Land, which is a utopian setting of extraordinary landscapes and crystal-clear water. Its ads use a(n)  ________ envision themselves in Timber Land.
Execution style to get the audience to

Accepted Answer

A)   imagery
B)   animation
C)   demonstration
D)   slice-of-lifeE) A) and D)
F) None of the above

Question 20

It is important for marketers to carefully select actors for audio and video messages because:

Accepted Answer

A)   celebrities may require more money than the commercial is projected to bring in.
B)   visuals may not match the voices of the actors.
C)   overexposure of the celebrity can strongly enhance the brand's message.
D)   incorrect associations may be made if the audience recognizes the celebrity from another ad.E) B) and C)
F) A) and D)

Exam 8: Creative Tactics Decisions

Which of the following is an example of an advertising personality symbol?

Correct AnswerverifiedShow Answer

The physical arrangement of the various parts of an ad including headlines, subheads, illustrations, body copy, and identifying marks is known as:

Correct AnswerverifiedShow Answer

A commercial showing trucks and SUVs navigating tough terrain is an example of ________ advertising execution.

Correct AnswerverifiedShow Answer

The Old Spice Man is an example of advertising that uses which of the following advertising execution techniques?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedC

Which of the following statements about conclusion drawing is NOT true?

Correct AnswerverifiedShow Answer

The function of a headline in a print ad is to do all of the following EXCEPT:

Correct AnswerverifiedShow Answer

Historically, radio has been referred to as:

Correct AnswerverifiedC

A study showed that the use of pictures providing examples increased message recall when:

Correct AnswerverifiedShow Answer

Which of the following is true about audio messages?

Correct AnswerverifiedShow Answer

is an occupational term in the advertising and music industries that refers to prefabricated, multipurpose music that is often used as the background audio portion of a commercial.

Correct AnswerverifiedShow Answer

A one-sided message can be effective when:

Correct AnswerverifiedShow Answer

Presenting the strongest arguments at the beginning of the commercial message assumes a________ is operating.

Correct AnswerverifiedShow Answer

A written version of a commercial that provides a detailed description of its video and audio content is known as a:

Correct AnswerverifiedShow Answer

is the way a message appeal is presented.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

An advertising execution technique that is particularly popular for creating commercials targeted at children is:

Correct AnswerverifiedB

Advertisements for M&M candy featuring various colours of the candy taking on human personifications are examples of which type of creative execution?

Correct AnswerverifiedShow Answer

Timberland Co. sells all-weather gear. For its advertising, it has developed an imaginary place called Timber Land, which is a utopian setting of extraordinary landscapes and crystal-clear water. Its ads use a(n) ________ envision themselves in Timber Land. Execution style to get the audience to

Correct AnswerverifiedShow Answer

It is important for marketers to carefully select actors for audio and video messages because:

Correct AnswerverifiedShow Answer

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C

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C

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B

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