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Ch 9 Test Bank

Essay Topic: ,

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.
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    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. dvertising 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 . (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. 93)

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. 93)

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 features and benefits are known as _____ appeals.

  • A. informational
  • B. emotional
  • C. price
  • D. inherent drama
  • E. image

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: 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: Advertising Appeals 7. (p. 293)

Purchase motives, such as convenience, comfort, economy and performance are used as a basis for _____ appeals.

  • A. rational
  • B. emotional
  • C. price
  • D. inherent drama
  • E. refutational

Many rational motives can be used as the basis for advertising appeals, including comfort, convenience, economy, health, and sensory benefits such as touch, taste, and smell.

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: Advertising Appeals 8. (p. 293)

The content of advertising with _____ emphasizes facts, learning and the logic of persuasion.

  • A. emotional appeals
  • B. informational appeals
  • C. transformational appeals
  • D. subliminal appeals
  • E. irrational appeals

Informational/Rational appeals focus on the consumer’s practical, functional, r 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. The content of these messages emphasizes facts, learning, and the logic of persuasion.

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: Advertising Appeals 9. (p. 293)

Which of the following statements is true about informational/rational advertising appeals?

  • A. The particular features, benefits, or attributes that serve as the basis for these appeals are constant across product categories.
  • B. These types of appeals work well for products but not for services.
  • C. The particular features, benefits, or attributes that serve as the basis for these appeals vary from one product or service category to another as well as by market segment.
  • D. The particular features, benefits, or attributes that serve as a basis for these appeals generally do not vary by market segment.

Informational/rational ads create feelings, images, beliefs, and meanings about the product or service. The particular features, benefits, or evaluative criteria that are important to consumers and can serve as the basis of an informational/rational appeal vary from one product or service category to another as well as among various market segments.

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: Advertising Appeals 0. (p. 294)

An ad for Calloway Gardens Resort stresses the different forms of recreation available to visitors to the resort. This is an example of a(n) _____ appeal.

  • A. news
  • B. favorable price
  • C. feature
  • D. popularity
  • E. emotional

Ads that use a feature appeal focus on the dominant traits of the product or service.

AACSB: Reflective Thinking

Bloom’s: Apply

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 11. (p. 94)

Which of the following statements is true about feature appeals?

  • A. They tend to be very informative and present a number of attributes that can be used as the basis for a rational purchase decision.
  • B. They are never used for technical and high-involvement products.
  • C. They can be used for advertising a product but not a service.
  • D. They never focus on attributes or benefits that are important to consumers.
  • E. They stress upon the popularity of a product or service by pointing out the number of consumers who use the brand and the number who have switched to it.

Ads using feature appeals tend to be highly informative and present the customer with a number of important product attributes or features that will lead to favorable attitudes and can be used as the basis for a rational purchase decision.

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: Advertising Appeals 12. (p. 294)

To announce sales, special offers, or everyday low prices, retailers often use a _____ appeal.

  • A. unctional
  • B. popularity
  • C. favorable price
  • D. transformational
  • E. productive

Price appeal advertising is used most often by retailers to announce sales, special offers, or low everyday prices.

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: Advertising Appeals 13. (p. 294)

A personal computer manufacturer has developed a significant technological breakthrough that will make its computers easier to use for novices.

The computer manufacturer will probably use _____ appeal to announce the breakthrough.

  • A. favorable price
  • B. emotional
  • C. news
  • D. popularity
  • E. transformational

News appeals are those in which some type of news or announcement about the product, service, or company dominates the ad. This type of appeal can be used for a new product or service or to inform consumers of significant modifications or improvements.

AACSB: Reflective Thinking

Bloom’s: Apply

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 14. (p. 294)

Aleve ran a series of ads showing everyday people having to deal with minor arthritic pains. In each instance, the individual was pleased to learn that two Aleve were just as effective as taking eight of his or her old pain reliever. This ad campaign is using a(n) _____ appeal.

  • A. emotional
  • B. competitive advantage
  • C. fear
  • D. favorable price
  • E. transformational

When a competitive advantage appeal is used, the advertiser makes either a direct or an indirect comparison to another brand (or brands) and usually claims superiority on one or more attributes.

AACSB: Reflective Thinking

Bloom’s: Apply

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 15. (p. 294)

The Glad trash bag campaign, which used the slogan “Don’t get mad. Get Glad,” tells the reader that Glad trash bags are twice as thick as the leading volume bag. Glad uses a(n) _____ appeal.

  • A. emotional
  • B. competitive advantage
  • C. fear
  • D. favorable price
  • E. transformational

When a competitive advantage appeal is used, the advertiser makes either a direct or an indirect comparison to another brand (or brands) and usually claims superiority on one or more attributes.

AACSB: Reflective Thinking

Bloom’s: Apply

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 16. (p. 294)

The ad for ‘TDAmeritrade’ investment bank states that the company is “Ranked #1 by SmartMoney Magazine for the Do-It-Yourself Investor. ” The ad is using a(n) _____ appeal.

  • A. emotional
  • B. ompetitive advantage
  • C. feature
  • D. favorable price
  • E. transformational

When a competitive advantage appeal is used, the advertiser makes either a direct or an indirect comparison to another brand (or brands) and usually claims superiority on one or more attributes.

AACSB: Reflective Thinking

Bloom’s: Apply

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 17. (p. 294)

Advertisements that focus on the dominant attributes or characteristics of a product or service are known as _____ appeals.

  • A. feature
  • B. news
  • C. price
  • D. product popularity
  • E. generic

Ads that use a feature appeal focus on the dominant traits of the product or service.

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: Advertising Appeals 18. (p. 294)

 A _____ appeal is used when the advertiser makes either a direct or an indirect comparison to another brand and usually claims superiority on one or more attributes.

  • A. feature
  • B. popularity
  • C. competitive advantage
  • D. technical
  • E. news

When a competitive advantage appeal is used, the advertiser makes either a direct or an indirect comparison to another brand (or brands) and usually claims superiority on one or more attributes.

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: Advertising Appeals 19. (p. 294)

Toyota ran an advertisement proclaiming their Camry has been the best selling model in the United States for two straight years.

This is an example of a _____ appeal.

  • A. feature
  • B. favorable price
  • C. news
  • D. product popularity
  • E. generic

Product/Service popularity appeals stress the popularity of a product or service by pointing out the number of consumers who use the brand, the number who have switched to it, the number of experts who recommend it, or its leadership position in the market.

AACSB: Reflective Thinking

Bloom’s: Apply

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 0. (p. 294)

Intuit, a computer software company, runs an advertising campaign for Quicken that emphasizes the fact it is the most preferred brand of financial software. This is an example of a(n):

  • A. emotional appeal.
  • B. teaser appeal.
  • C. product popularity appeal.
  • D. transformational appeal.
  • E. favorable price appeal.

Product/service popularity appeals stress the popularity of a product or service by pointing out the number of consumers who use the brand, the number who have switched to it, the number of experts who recommend it, or its leadership position in the market.

AACSB: Reflective Thinking

Bloom’s: Apply

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 21. (p. 295)

Advertising appeals that relate to consumers’ social and/or psychological needs for purchasing a product or service are known as _____ appeals.

  • A. informational
  • B. rational
  • C. irrational
  • D. emotional
  • E. feature

Emotional appeals relate to the customers’ social and/or psychological needs for purchasing a product or service.

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: Advertising Appeals 22. (p. 296)

Which of the following statements provides a reason for why marketers use emotional appeals?

  • A. The favorable feeling created by the appeal may transfer to the brand.
  • B. Emotional appeals focus on the consumer’s practical, functional, or utilitarian need for the product or service.
  • C.Emotional appeals tend to be informative, and advertisers using them generally attempt to convince consumers that their product or service has a particular attribute(s) or provides a specific benefit that satisfies their needs.
  • D. Emotional appeals persuade the target audience to buy the brand because it is the best available or does a better job of meeting consumers’ needs.
  • E. Emotional appeals are easy to execute and cost less than rational appeals due to lack of creativity.

Research shows that positive mood states and feelings created by advertising can have a favorable effect on consumers’ evaluations of a brand.

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: Advertising Appeals 23. (p. 296)

Advertisers create emotional advertising appeals by using:

  • A. comparative advertisements.
  • B. feature appeals.
  • C. transformational advertising.
  • D. news appeals.
  • E. popularity appeals.

One reason for using emotional appeals is to influence consumers’ interpretations of their product usage experience. One way of doing this is through what is known as transformational advertising.

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: Advertising Appeals 24. (p. 296)

Advertising appeals that portray people in an advertisement as experiencing an arousing, upbeat and/or exciting benefit or outcome from using a product or service are relying on:

  • A. informational integration.
  • B. rational integration.
  • C. mood transfer.
  • D. emotional integration.
  • E. outcome integration.

Kamp and Macinnis note that commercials often rely on the concept of emotional integration, whereby they portray the characters in the ad as experiencing an emotional benefit or outcome from using a product or service. Ads using humor, sex, and other appeals that are very entertaining, arousing, upbeat, and/or exciting can affect the emotions of consumers and put them in a favorable frame of mind.

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: Advertising Appeals 25. (p. 96)

An advertisement for the State of Alabama shows a family with two teens arriving in the state alienated from each other. The fun they experience in the state brings the family back together again. The commercial ends with all four running down the beach holding hands. This ad uses _____ for its appeal.

  • A. informational integration
  • B. rational integration
  • C. mood transfer
  • D. emotional integration
  • E. outcome integration

Kamp and Macinnis note that commercials often rely on the concept of emotional integration, whereby they portray the characters in the ad as experiencing an emotional benefit or outcome from using a product or service.

Ads using humor, sex, and other appeals that are very entertaining, arousing, upbeat, and/or exciting can affect the emotions of consumers and put them in a favorable frame of mind.

AACSB: Reflective Thinking

Bloom’s: Apply

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 26. (p. 296)

Advertisements that create feelings, meanings, images or beliefs about a product or service that can be activated when consumers use it are known as _____ ads.

  • A. rational
  • B. transformational
  • C. nostalgic
  • D. affective
  • E. informational

Transformational ads create feelings, images, meanings, and beliefs about the product or service that may be activated when consumers use it, transforming their interpretation of the usage experience.

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: Advertising Appeals 27. (p. 297)

 _____ advertising attempts to make the experience of using a product or service richer, warmer or more exciting.

  • A. Informational
  • B. Competitive advantage
  • C. Transformational
  • D. Image
  • E. Rational

Transformational ads make the experience of using the product richer, warmer, more exciting, and/or more enjoyable than that obtained solely from an objective description of the advertised brand.

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: Advertising Appeals 28. (p. 297)

Transformational advertising can differentiate a product or service by:

  • A. convincing a consumer of the superior performance of a brand.
  • B. aking the consumption experience more meaningful, exciting and enjoyable.
  • C. making a consumption experience last longer.
  • D. showing performance superiority of one brand over another.
  • E. proving brand superiority.

Transformational advertising can help differentiate a product or service by making the consumption experience more enjoyable by suggesting the type of experiences consumers might have when they consume the product or service.

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: Advertising Appeals 29. (p. 297)

The Oscar Mayer ad touched the child in all of us when it showed Andy on the pier singing the “My bologna has a first name” jingle. This example of _____ advertising won America’s heart and stomach.

  • A. competitive advantage
  • B. refutational
  • C. transformational
  • D. transactional
  • E. rational

Transformational advertising can help differentiate a product or service by making the consumption experience more enjoyable by suggesting the type of experiences consumers might have when they consume the product or service.

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 30. (p. 297)

Skyy Vodka’s use of cinematic-inspired cocktail moments created marketing success through:

  • A. image advertising.
  • B. television infomercials.
  • C. CEO spokesperson press releases.
  • D. banner advertising.
  • E. rational advertising.

Image advertising, which is designed to give a company or brand a unique association or personality, is often transformational in nature.

For example, the Lambesis agency has created a unique image for SKYY vodka by creating ads that associate the brand with cinematic-inspired cocktail moments. (Refer: Exhibit 9-6)

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: Advertising Appeals 31. (p. 297)

 _____ is designed to give a company or brand a unique association or personality and is often transformational in nature.

  • A. Rational advertising
  • B. Image advertising
  • C. Feature appeals
  • D.Transactional advertising
  • E. Brand immorality

Image advertising is designed to give a company or brand a unique association or personality, is often transformational in nature.

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: Advertising Appeals 32. (p. 297)

 Rational and emotional advertising appeals:

  • A. represent two distinctive approaches which should never be combined because they divide the focus of consumers’ attention.
  • B. are essentially the same.
  • C. can be combined since consumers’ purchase decisions are often made on the basis of rational and emotional motives.
  • D. are used together only for low-involvement products.
  • E. can be combined only for products and not for services.

Consumer purchase decisions are often made on the basis of both emotional and rational motives, and attention must be given to both elements in developing effective advertising.

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: Advertising Appeals 33. (p. 298)

The proprietary research technique developed by the McCann-Erickson Worldwide agency that helps evaluate how consumers feel about brands and the nature of their relationship with them is known as:

  • A. focus group research.
  • B. transformational research.
  • C. emotional bonding.
  • D. psychographics.
  • E. ethnographics.

McCann-Erickson Worldwide, in conjunction with advertising professor Michael Ray, developed a proprietary research technique known as emotional bonding. This technique evaluates how consumers feel about brands and the nature of any emotional rapport they have with a brand.

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: Advertising Appeals 34. (p. 298)

According to McCann-Erickson’s concept of emotional bonding, the most basic relationship a consumer has with a brand is how he or she thinks about the:

  • A. emotional ties he or she has with the product and/or brand.
  • B. brand personality.
  • C. product benefits.
  • D. self-actualization motives for purchasing.
  • E. self-esteem motives that will be affected by the purchase.

The basic concept of emotional bonding is that consumers develop three levels of relationships with brands. The most basic relationship indicates how consumers think about brands in respect to product benefits.

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: Advertising Appeals 35. (p. 298)

Research shows consumers perceive Miller beer as strong, bold, and adventurous. This is an example of how consumers assign a _____ to a brand.

  • A. roduct rank
  • B. personality
  • C. product features
  • D. unique selling proposition
  • E. market rank

The basic concept of emotional bonding is that consumers develop three levels of relationships with brands. At the second stage, the consumer assigns a personality to a brand. For example, a brand may be thought of as self-assured, aggressive, and adventurous, as opposed to compliant and timid.

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 36. (p. 298)

Consumers perceive Maytag appliance as dependable. Consumers have assigned a _____ to the brand.

  • A. product benefit
  • B. personality
  • C. product features
  • D. unique selling proposition
  • E. market rank

The basic concept of emotional bonding is that consumers develop three levels of relationships with brands. At the second stage, the consumer assigns a personality to a brand. For example, a brand may be thought of as self-assured, aggressive, and adventurous, as opposed to compliant and timid.

AACSB: Reflective Thinking

McCann-Erickson researchers believe the strongest relationship that develops between a brand and the consumer is based on feelings or emotional attachments to the brand.

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: Advertising Appeals 38. (p. 299)

Well-known brands and market leaders often run ads that do not use any specific types of appeals but rather focus primarily on keeping their brand name in front of consumers. This type of advertising is known as _____ advertising.

  • A. teaser
  • B. reminder
  • C. repetitive
  • D. popularity
  • E. brandstanding

Not every ad fits neatly into the categories of rational or emotional appeals. For example, ads for some brands can be classified as reminder advertising, which has the objective of building brand awareness and/or keeping the brand name in front of consumers.

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: Advertising Appeals 39. (p. 99)

Hershey’s advertises heavily around Christmas with ads that show only a picture of red, green and silver wrapped Hershey Kisses chocolate. Hershey’s is using _____ advertising.

  • A. transformational
  • B. reminder
  • C. rational
  • D. emotional integration
  • E. teaser

Well-known brands and market leaders often use reminder advertising to maintain top-of mind awareness among consumers in their target markets. For example, marketers of candy products often increase their media budgets and run reminder advertising around Halloween, Valentine’s Day, Christmas, and Easter.

AACSB: Analytic

Bloom’s: Apply

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 40. (p. 299)

Ads for Oneida flatware are frequent, show a piece of Oneida flatware, the headline, “ONEIDA,” and the slogan “Your table is ready” in small print. This type of ad is intended as _____ advertising.

  • A. transformational
  • B. reminder
  • C. rational
  • D. emotional integration
  • E. favorable price

Well-known brands and market leaders often use reminder advertising to maintain top-of mind awareness among consumers in their target markets.

AACSB: Analytic

Bloom’s: Apply

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 41. (p. 300)

_____ advertising is sometimes used to create curiosity and build interest and excitement in a new product or brand by talking about it but not showing it.

  • A. Reminder
  • B. Teaser
  • C. Rational
  • D. Comparative
  • E. Feature appeal

Advertisers introducing a new product often use teaser advertising, which is designed to build curiosity, interest, and/or excitement about a product or brand by talking about it but not actually showing it.

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: Advertising Appeals 42. (p. 300)

Taco Bell launched the advertising campaign for its Double Decker taco by running anonymous full-page ads featuring basketball stars issuing vague challenges to one another. This is an example of _____ advertising.

  • A. reminder
  • B. teaser
  • C. transformational
  • D. favorable price appeal
  • E. news appeal

Advertisers introducing a new product often use teaser advertising, which is designed to build curiosity, interest, and/or excitement about a product or brand by talking about it but not actually showing it.

AACSB: Analytic

Bloom’s: Apply

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 43. (p. 300)

When Ford Motor Company was preparing to introduce a new model, ads were run for several weeks that talked about the new car but never showed it. This is an example of _____ advertising.

  • A. reminder
  • B. transformational
  • C. teaser
  • D. emotional
  • E. cognitive

Advertisers introducing a new product often use teaser advertising, which is designed to build curiosity, interest, and/or excitement about a product or brand by talking about it but not actually showing it.

AACSB: Analytic

Bloom’s: Apply

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 44. (p. 301)

Which of the following statements is true about the use of teaser advertising?

  • A.They cannot be used to draw attention to and generate publicity for an upcoming advertising campaign.
  • B. They do not work well because consumers really do not pay much attention to advertising.
  • C. They can be effective but marketers must be careful not to use them too long.
  • D. They usually offend consumers.
  • E. They have the objective of building brand awareness by keeping the brand name in front of the customers.

Teaser campaigns can generate interest in a new product, but advertisers must be careful not to extend them too long or they will lose their effectiveness.

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: Advertising Appeals 45. (p. 302)

The argument by famous advertising copywriter David Ogilvy that “what you say in advertising is more important than how you say it” suggests that:

  • A. advertising appeal is more important than the way it is executed.
  • B. advertising execution is more important than the appeal.
  • C. advertising appeals and executions are equally important.
  • D. advertising execution is more important than message content.
  • E. the product is more important than the creative appeal.

In his famous book on the advertising industry, Madison Avenue, Martin Mayer notes Bernbach’s reply to David Ogilvy’s rule for copywriters that “what you say in advertising is more important than how you say it. ” Bernbach replied, “Execution can become content, it can be just as important as what you say”.

AACSB: Analytic

Bloom’s: Understand

Difficulty: Medium Learning

Objective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.

Topic: Advertising Execution 46. (p. 302)

An advertising execution technique that relies on a straightforward presentation of information concerning the product or service is called a(n):

  • A. straight-sell or factual message.
  • B. demonstration.
  • C. testimonial.
  • D. dramatization.
  • E. animation of key benefits approach.

One of the most basic types of creative executions is the straight sell or factual message. This type of ad relies on a straightforward presentation of information concerning the product or service.

AACSB: Analytic

Bloom’s: Remember

Difficulty: Easy Learning

Objective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.

Topic: Advertising Execution 47. (p. 302)

Straight-sell message executions are commonly used with _____ advertising appeals.

  • A. informational
  • B. emotional
  • C. teaser
  • D. transformational
  • E. emotional integration

Straight sell or factual message type of execution is often used with informational/rational appeals, where the focus of the message is the product or service and its specific attributes and/or benefits.

AACSB: Analytic

Bloom’s: Remember

Difficulty: Easy Learning

Objective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.

Topic: Advertising Execution 48. (p. 302)

A print ad for flood insurance lists twenty good reasons why every homeowner should have flood insurance. This is an example of _____ advertising.

  • A. straight-sell
  • B. transformational
  • C. testimonial
  • D. teaser
  • E. refutational

One of the most basic types of creative executions is the straight sell or factual message. This type of ad relies on a straightforward presentation of information concerning the product or service.

AACSB: Reflective Thinking

Bloom’s: Apply

Difficulty: Hard Learning

Objective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.

Topic: Advertising Execution 49. (p. 302)

The ad for TDA meritrade investment company opens with the statement, “You can’t plan for tomorrow if you don’t know where your money is today” and continues with a lot of information about investment and its benefits. This indicates that the ad is an example of _____ advertising.

  • A. straight-sell
  • B. transformational
  • C. testimonial
  • D. teaser
  • E. efutational

One of the most basic types of creative executions is the straight sell or factual message. This type of ad relies on a straightforward presentation of information concerning the product or service.

AACSB: Reflective Thinking

Bloom’s: Apply

Difficulty: Hard Learning

Objective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.

Topic: Advertising Execution 50. (p. 303)

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

  • A. dramatization
  • B. slice-of-life
  • C. scientific evidence
  • D. testimonial
  • E. animation

In case of scientific/technical style of execution, advertisers often cite technical information, results of scientific or laboratory studies, or endorsements by scientific bodies or agencies to support their advertising claims.

AACSB: Analytic

Bloom’s: Remember

Difficulty: Easy Learning

Objective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.

Topic: Advertising Execution 1. (p. 303)

In a Neutrogena moisturizer with superior sun protection ad, a dermatologist’s report stated, “A year of incidental sun equals baking for a week at the beach! ” This is an example of a(n) _____ execution.

  • A. dramatization
  • B. slice-of-life
  • C. technical evidence
  • D. testimonial
  • E. animation

In case of scientific/technical style of execution, advertisers often cite technical information, results of scientific or laboratory studies, or endorsements by scientific bodies or agencies to support their advertising claims.

AACSB: Reflective Thinking

Bloom’s: Apply

Difficulty: Hard Learning

Objective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.

Topic: Advertising Execution 52. (p. 303)

An ad for Lipton tea states that according to laboratory research, “a serving of tea has more antioxidants than a serving of carrots or broccoli. ” Which type of ad execution is being used in this example?

  • A. Dramatization
  • B. Testimonial
  • C. Scientific/technical evidence
  • D. Slice-of-life
  • E. Comparison

In case of scientific/technical style of execution, advertisers often cite technical information, results of scientific or laboratory studies, or endorsements by scientific bodies or agencies to support their advertising claims.

AACSB: Reflective Thinking

Bloom’s: Apply

Difficulty: Hard Learning

Objective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.

Topic: Advertising Execution 53. (p. 303)

Which of the following is an advertising execution approach designed to illustrate key advantages or features of a product by showing it in actual use?

  • A. Comparison
  • B. Demonstration
  • C. Scientific evidence
  • D. Straight-sell
  • E. Animation

Demonstration advertising is designed to illustrate the key advantages of the product/service by showing it in actual use or in some staged situation.

AACSB: Analytic

Bloom’s: Remember

Difficulty: Easy Learning

Objective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.

Topic: Advertising Execution 54. (p. 303)

An ad for Toyota vans shows how easily a child, who needs to use a bathroom, can get out of the vehicle.

Which ad execution technique is being used in this ad?

  • A. Comparison
  • B. Demonstration
  • C. Scientific evidence
  • D. Straight-sell
  • E. Testimonial

Demonstration advertising is designed to illustrate the key advantages of the product/service by showing it in actual use or in some staged situation.

AACSB: Reflective Thinking

Bloom’s: Apply

Difficulty: Hard Learning

Objective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.

Topic: Advertising Execution 55. (p. 03)

When a person speaks on the behalf of a product or service based on his or her personal use of and/or experiences with it, a(n) _____ execution is being used.

  • A. dramatization
  • B. slice-of-life
  • C. animation
  • D. demonstration
  • E. testimonial

Many advertisers prefer to have their messages presented by way of a testimonial, where a person praises the product or service on the basis of his or her personal experience with it.

AACSB: Analytic

Bloom’s: Remember

Difficulty: Easy Learning

Objective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.

Topic: Advertising Execution 56. (p. 303)

Tiger Woods appears in ads for Nike in which he notes how the company’s golf clubs helped him win so many major championships. This is an example of which type of advertising execution?

  • A. Slice-of-life
  • B. Testimonial
  • C. Demonstration
  • D. Scientific evidence
  • E. Dramatization

Many advertisers prefer to have their messages presented by way of a testimonial, where a person praises the product or service on the basis of his or her personal experience with it.

AACSB: Reflective Thinking

Bloom’s: Apply

Difficulty: Hard Learning

Objective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.

Topic: Advertising Execution 57. (p. 303)

In a television ad, actress and noted animal lover Betty White praised a flea and tick treatment called Frontline for the way it protects both her dogs and cats. These ads are an example of the use of what type of execution?

  • A. Comparisons
  • B. Slice-of-life
  • C. Humor
  • D. Testimonial
  • E. Demonstration

Many advertisers prefer to have their messages presented by way of a testimonial, where a person praises the product or service on the basis of his or her personal experience with it.

AACSB: Reflective Thinking

Bloom’s: Apply

Difficulty: Hard Learning

Objective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.

Topic: Advertising Execution 58. (p. 304)

Professional golfer Arnold Palmer appeared in ads advocating the engine protection cars get from Pennzoil motor oil. This is an example of a(an):

  • A. comparison.
  • B. endorsement.
  • C. demonstration.
  • D. straight sell.
  • E. slice-of-life.

Many advertisers prefer to have their messages presented by way of a testimonial, where a person praises the product or service on the basis of his or her personal experience with it. A related execution technique is the endorsement, where a well-known or respected individual such as a celebrity or expert in the product or service area speaks on behalf of the company or the brand.

AACSB: Reflective Thinking

Bloom’s: Apply

Difficulty: Hard Learning

Objective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.

Topic: Advertising Execution 59. (p. 304)

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

  • A. endorsement.
  • B. slice-of-life.
  • C. theater style.
  • D. a testimonial.
  • E. a demonstration.

A widely used advertising format, particularly for packaged-goods products, is the slice-of-life execution, which is generally based on a problem/solution approach. This type of ad portrays a problem or conflict that consumers might face in their daily lives.

AACSB: Analytic

Bloom’s: Remember

Difficulty: Easy Learning

Objective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.

Topic: Advertising Execution 60. (p. 304)

A Tide detergent ad showed a high school team manager easily removed all the grass and dirt stains from two dozen baseball uniforms by simply throwing them in a washer and adding Tide. The ad creator used which execution style?

  • A. Dramatization
  • B. Slice-of-life
  • C. Slice-of-death
  • D. Testimonial
  • E. Demonstration

A widely used advertising format, particularly for packaged-goods products, is the slice-of-life execution, which is generally based on a problem/solution approach. This type of ad portrays a problem or conflict that consumers might face in their daily lives. The ad then shows how the advertiser’s product or service can resolve the problem.

AACSB: Reflective Thinking

Bloom’s: Apply

Difficulty: Hard Learning

Objective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.

Topic: Advertising Execution 61. (p. 304)

An ad in a golfing magazine for a vacation resort in Virginia begins by stating that the resort has “Dozens of sporting diversions for the entire family. ” Then under that statement it reads, “Translation: guilt-free golf. ” The ad creator used which execution style with this ad?

  • A. Endorsement
  • B. Slice-of-life
  • C. Slice-of-death
  • D. Testimonial
  • E. Demonstration

A widely used advertising format, particularly for packaged-goods products, is the slice-of-life execution, which is generally based on a problem/solution approach. This type of ad portrays a problem or conflict that consumers might face in their daily lives. The ad then shows how the advertiser’s product or service can resolve the problem.

AACSB: Reflective Thinking

Bloom’s: Apply

Difficulty: Hard Learning

Objective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.

Topic: Advertising Execution 62. (p. 304)

Which of the following statements is true about the use of slice-of-life executions?

  • A. Slice-of-life executions are very inefficient in business-to-business advertising.
  • B. To be effective, a slice-of-life execution should avoid mimicking real life because its primary purpose is to rise above the clutter.
  • C. Slice-of-life executions work well only for advertising for consumer products with perceived homogeneous qualities.
  • D. Many advertisers like slice-of-life executions because they feel they are an effective way to present a situation to which consumers can relate.
  • E. Slice-of-life or problem/solution execution approaches are limited to consumer-product advertising.

Many advertisers prefer slice-of-life style because they believe it is effective at presenting a situation to which most consumers can relate and at registering the product feature or benefit that helps sell the brand.

AACSB: Analytic

Bloom’s: Remember

Difficulty: Easy Learning

Objective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.

Topic: Advertising Execution 63. (p. 304)

An advertising execution technique used by business-to-business marketers depicting the negative consequences of making incorrect purchase decisions is referred to as:

  • A. problem-solution execution.
  • B. slice-of-death advertising.
  • C. slice-of-life advertising.
  • D. a response-stimuli execution.
  • E. informational advertising.

Slice-of-death execution style is used in conjunction with a fear appeal, as the focus is on the negative consequences that result when businesspeople make the wrong decision in choosing a supplier or service provider.

AACSB: Analytic

Bloom’s: Remember

Difficulty: Easy Learning

Objective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.

Topic: Advertising Execution 64. (p. 04)

An ad for Novell solutions targeted to businesspeople was headlined, “ERP: Sound made by CIO when people see data they shouldn’t. ” The executive in the ad has a distressed, almost fearful look on his face. Which execution technique used to create this ad?

  • A. A problem-solution execution
  • B. Slice-of-death advertising
  • C. Slice-of-life advertising
  • D. A response-stimuli execution
  • E. Informational advertising

Slice-of-death execution style is used in conjunction with a fear appeal, as the focus is on the negative consequences that result when businesspeople make the wrong decision in choosing a supplier or service provider.

AACSB: Reflective Thinking

Bloom’s: Apply

Difficulty: Hard Learning

Objective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.

Topic: Advertising Execution 65. (p. 305)

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

  • A. slice-of-life.
  • B. demonstration.
  • C. testimonial.
  • D. scientific evidence.
  • E. animation.

Cartoon animation is especially popular for commercials targeted at children.

AACSB: Analytic

Bloom’s: Remember

Difficulty: Easy Learning

Objective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.

Topic: Advertising Execution 66. (p. 305)

A commercial for Honey-Flavored Wheat Chex cereal mix shows a bear made out of Wheat Chex cereal climbing a tree made out of Wheat Chex to reach a beehive made of Wheat Chex. Which type of creative execution does this commercial use?

  • A. Dramatization
  • B. Testimonial
  • C. Animation
  • D. Straight-sell
  • E. Slice-of-death

An advertising execution approach that has become popular in recent years is animation. With this technique, animated scenes are drawn by artists or created on the computer, and cartoons, puppets, or other types of fictional characters may be used.

AACSB: Reflective Thinking

Bloom’s: Apply

Difficulty: Hard Learning

Objective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.

Topic: Advertising Execution 67. (p. 305)

Mr. Peanut from the Planters Nut Company’s ads is an example of advertising that uses _____ execution techniques.

  • A. informational/rational
  • B. demonstration
  • C. fantasy
  • D. personality symbol
  • E. behavioral appeal

Advertising execution involves developing a central character or personality symbol that can deliver the advertising message with which the product or service can be identified. Personality figures can also be built around animated characters and animals.

AACSB: Reflective Thinking

Bloom’s: Apply

Difficulty: Hard Learning

Objective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.

Topic: Advertising Execution 68. (p. 05)

_____ is a type of advertising execution style that involves creating a central character who can deliver the advertising message and with whom the product or service can be identified.

  • A. Demonstration
  • B. Testimonial
  • C. Personality symbol
  • D. Fantasy
  • E. Slice-of-life

One type of advertising execution involves developing a central character or personality symbol that can deliver the advertising message and with which the product or service can be identified. Personality figures can also be built around animated characters and animals.

AACSB: Analytic

Bloom’s: Remember

Difficulty: Easy Learning

Objective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.

Topic: Advertising Execution 69. (p. 305)

 Marlboro used a cowboy to advertise Marlboro cigarettes for a number of years. This is an example of:

  • A. testimonial advertising execution technique.
  • B. demonstration advertising execution technique.
  • C. personality symbol advertising execution technique.
  • D. slice-of-death advertising execution technique.
  • E. imagery advertising execution technique.

Advertising execution involves developing a central character or personality symbol that can deliver the advertising message and with which the product or service can be identified. Personality figures can also be built around animated characters and animals.

AACSB: Reflective Thinking

Bloom’s: Analyze

Difficulty: Hard Learning

Objective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.

Topic: Advertising Execution 70. (p. 306)

 _____ is an advertising execution technique often used for emotional appeals.

It offers a viewer a form of mental escape and/or an opportunity to envision themselves in a certain situation.

  • A. Image advertising
  • B. Demonstration
  • C. Slice-of-life
  • D. Animation
  • E. Competitive advantage

Imagery ads are the basis for emotional appeals that are used to advertise products or services where differentiation based on physical characteristics is difficult, such as soft drinks, liquor, designer clothing, and cosmetics. An imagery execution is used when the goal is to encourage consumers to associate the brand with the symbols, characters, and/or situation shown in the ad.

AACSB: Analytic

Bloom’s: Understand

Difficulty: Medium Learning

Objective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.

Topic: Advertising Execution 71. (p. 306)

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) _____ execution style to get the audience to envision themselves in Timber Land.

  • A. imagery
  • B. demonstration
  • C. slice-of-life
  • D. animation
  • E. competitive advantage

An imagery execution is used when the goal is to encourage consumers to associate the brand with the symbols, characters, and/or situation shown in the ad.

AACSB: Reflective Thinking

Bloom’s: Analyze

Difficulty: Hard Learning

Objective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.

Topic: Advertising Execution 72. (p. 307) Dramatization is particularly well suited for which type of medium?

  • A. Television
  • B. Newspapers
  • C. Radio
  • D. Magazines
  • E. Direct mail

An execution technique particularly well suited to television is dramatization, where the focus is on telling a short story with the product or service as the star.

AACSB: Analytic

Bloom’s: Remember

Difficulty: Easy Learning

Objective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.

Topic: Advertising Execution 73. (p. 307)

 _____ is an advertising execution technique whereby the focus is on using excitement and suspense to tell a short story with the product as the star of the ad.

  • A. Slice-of-life
  • B. Animation
  • C. Dramatization
  • D. Testimonial
  • E. Imagery

An execution technique particularly well suited to television is dramatization, where the focus is on telling a short story with the product or service as the star.

AACSB: Analytic

Bloom’s: Remember

Difficulty: Easy Learning

Objective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.

Topic: Advertising Execution 74. (p. 307)

The state of Colorado runs an ad which shows an obviously scared third grader getting ready to go on stage for his first public stage appearance. He is dressed to look like a carrot. The ad tells the reader that being a third grader is much more stressful than we remember and causes us to have great sympathy for the young man dressed in the ridiculous costume. The tag line at the end of the ad reads, “Your kids need a carefree Colorado vacation as much as you do. ” This is an example of the:

  • A. dramatization technique.
  • B. testimonial technique.
  • C. fear technique.
  • D. personality symbol technique.
  • E. scientific evidence technique.

An execution technique particularly well suited to television is dramatization, where the focus is on telling a short story with the product or service as the star.

AACSB: Reflective Thinking

Bloom’s: Analyze

Difficulty: Hard Learning

Objective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.

Topic: Advertising Execution 75. (p. 307)

An ad for Ford Focus shows four college-aged students hunting for a parking place in a large, nearly full parking garage. When they finally find a spot and put the car in place, they discover that it is such a tight fit that they can’t open the car doors to get out. A moment of concern is followed by a moment of enlightenment when one of them remembers the hatchback. The commercial ends with them all leaving the parked car through the hatchback. This commercial is a(n):

  • A. dramatization with a humorous appeal.
  • B. animation with the intent of creating a personality brand.
  • C. slice-of-life with a fear appeal.
  • D. demonstration with an emotional appeal.
  • E. straight sell with a humorous appeal.

An execution technique particularly well suited to television is dramatization, where the focus is on telling a short story with the product or service as the star. Humorous ads add an element of humor in the ad.

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