Final exam pool items (Chs. 9, 11, 12, 13, 14, 15 & 17 not 18)
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ANS: A A unique selling proposition is a desirable, exclusive, and believable advertising appeal selected as a theme for an advertising campaign. PTS: 1 REF: 226-227 OBJ: 15-3 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Promotion | TB&E Model Product 40. The slogan for an ad campaign used by Microsoft Office was, “The I’M TIED TO MY DESK era is over.” This slogan describes the software's:
ANS: A A unique selling proposition is a desirable, exclusive, and believable advertising appeal selected as a theme for an advertising campaign. PTS: 1 REF: 226-227 OBJ: 15-3 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Promotion | TB&E Model Product 41. The ad campaign for EnviroKidz organic animal cookies states that the cookies are gluten-free. This advertising highlights:
ANS: A The absence of gluten is a product attribute. PTS: 1 REF: 226 OBJ: 15-3 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Promotion | TB&E Model Product 42. When making creative decisions for the advertising campaign, the advertising manager may consider all of the following EXCEPT:
ANS: C
Determining advertising objectives must be done before creative decisions are made. PTS: 1 REF: 226 OBJ: 15-3 TYPE: Comp TOP: AACSB Communication | TB&E Model Strategy 43. In advertising, the goal is to sell the product's _____, not its _____.
ANS: A
A well-known rule of thumb in advertising is "Sell the sizzle, not the steak." PTS: 1 REF: 226 OBJ: 15-3 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Strategy
ANS: B Lean buffalo meat is an attribute. PTS: 1 REF: 226 OBJ: 15-3 TYPE: App TOP: AACSB Communication | TB&E Model Strategy 45. An advertising _____ identifies a reason for a person to buy a product.
ANS: E PTS: 1 REF: 226 OBJ: 15-3 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Strategy 46. An effective advertising appeal must:
ANS: B
An effective advertising appeal must be believable, unique, and differ from competitors. Cost is not a concern when selecting ad appeals. PTS: 1 REF: 226 OBJ: 15-3 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Strategy
ANS: C All except alternative c are executional styles. See Exhibits 15.2. PTS: 1 REF: 227| OBJ: 15-3 TYPE: App TOP: AACSB Communication | TB&E Model Strategy | TB&E Model Promotion 48. The dominant advertising appeal selected for the campaign will become the:
ANS: B PTS: 1 REF: 226-227 OBJ: 15-3 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Strategy
ANS: B This slogan is so strongly associated with Kroger that it creates the stores' unique selling proposition. PTS: 1 REF: 226-227 OBJ: 15-3 TYPE: App TOP: AACSB Communication | TB&E Model Strategy 50. _____ is the way the advertisement portrays its information.
ANS: A PTS: 1 REF: 227 OBJ: 15-3 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Strategy 51. The ads for Tilex Mold & Mildew cleaner show the product being applied to a mildewed bathroom shower and the mildew disappearing. These ads use a _____ executional style.
ANS: A This ad shows consumers the expected benefits of using Tilex. See Exhibit 15.2. PTS: 1 REF: 227 OBJ: 15-3 TYPE: App TOP: AACSB Communication | TB&E Model Strategy | TB&E Model Promotion 52. The ad for White House applesauce cups describes how the product provides 100 percent of your daily Vitamin C in every cup. What kind of an advertising appeal is this ad using?
ANS: C See Exhibit 15.1. PTS: 1 REF: 226 OBJ: 15-3 TYPE: App TOP: AACSB Communication | TB&E Model Strategy | TB&E Model Promotion 53. Realemon juice relies on the slogan, "Fresh Lemon Taste Made Easy." What kind of an advertising appeal is this ad using?
ANS: D See Exhibit 15.1. PTS: 1 REF: 226 OBJ: 15-3 TYPE: App TOP: AACSB Communication | TB&E Model Strategy | TB&E Model Promotion 54. An ad for an AT&T MasterCard offered zero percent interest on any balance transferred from another card by September 1, as well as no annual fee. What kind of an advertising appeal is this ad using?
ANS: D See Exhibit 15.1. PTS: 1 REF: 226 OBJ: 15-3 TYPE: App TOP: AACSB Communication | TB&E Model Strategy | TB&E Model Promotion 55. An ad for Crystal Geyser bottled water shows why and how the bottler supports the reforestation of America's forests. What kind of an advertising appeal is this ad using?
ANS: A See Exhibit 15.1. PTS: 1 REF: 226 OBJ: 15-3 TYPE: App TOP: AACSB Communication | TB&E Model Strategy | TB&E Model Promotion 56. An for Toyota explains how consumers can reduce pollution by purchasing the Camry Hybrid, which creates fewer smog-forming emissions than other car models. What kind of advertising appeal is this ad using?
ANS: A See Exhibit 15.1. PTS: 1 REF: 226 OBJ: 15-3 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Promotion | TB&E Model Strategy 57. An ad for Kraft Easy Mac, six microwavable snack packets of macaroni and cheese, asks, "Need a snack?" and responds, "Snack the Mac." What kind of an advertising appeal is this ad using?
ANS: A See Exhibit 15.1. PTS: 1 REF: 226 OBJ: 15-3 TYPE: App TOP: AACSB Communication | TB&E Model Strategy | TB&E Model Promotion 58. A SunTrust Bank ad shows a woman who has just filled her bird feeder, only to have squirrels steal the feed. The theme of the ad is that many investment banks can be like squirrels eager to dip into a customer's funds instead of providing good service. Which executional style is being used in this ad?
ANS: B This ad depicts people in normal settings. See Exhibit 15.2. PTS: 1 REF: 227 OBJ: 15-3 TYPE: App TOP: AACSB Communication | TB&E Model Strategy | TB&E Model Promotion 59. A magazine ad for Bosch appliances shows a father cuddling his young daughter who is giggling. Which executional style is being used in this ad?
ANS: B This ad depicts people in normal settings. See Exhibit 15.2. PTS: 1 REF: 227 OBJ: 15-3 TYPE: App TOP: AACSB Communication | TB&E Model Strategy | TB&E Model Promotion 60. An ad for Land O Lakes deli cheese shows someone's hands building a sandwich using generous portions of Land O Lakes brand cheese. Which executional style is being used in this ad?
ANS: A See Exhibit 15.2. PTS: 1 REF: 227 OBJ: 15-3 TYPE: App TOP: AACSB Communication | TB&E Model Strategy | TB&E Model Promotion 61. A magazine ad for Baker's chocolate shows a picture of a luscious chocolate cookie and is headlined, "Love cleverly disguised as chocolate." Which executional style is being used in this ad? Directory: ~ecarter2 ~ecarter2 -> SP14 mktg 490 case analysis – product/brand strategy – samsung electronics ~ecarter2 -> The menu of mktg 490 cases [Dr. Carter] ~ecarter2 -> Real-world Download 3.11 Mb. Share with your friends:
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