Question 1

Each of the following is a source of guidelines for the emotional portrayal of motive found in the creative tactics suggestions of the R&P planning model EXCEPT:

Accepted Answer

A)   intensity of benefit claim
B)   execution style
C)   authenticity
D)   like adE) None of the above
F) A) and C)

Question 2

Standard poster format, portrait orientation, landscape orientation, vertical or horizontal splits are all terms used to describe:

Accepted Answer

A)   illustrations
B)   layouts
C)   subheads
D)   trademarksE) None of the above
F) A) and C)

Question 3

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

Accepted Answer

A)   Shaquille O'Neal
B)   Snap, Crackle, and Pop characters
C)   Michael Jordan
D)   Tiger WoodsE) C) and D)
F) None of the above

Question 4

A commercial that places the strongest points at the end of the message assumes a ________, whereby the last arguments presented are the most persuasive.

Accepted Answer

A)   primacy effect
B)   recency effect
C)   sleeper effect
D)   credibility effectE) A) and D)
F) A) and C)

Question 5

Each of the following statements describes microfilm advertising EXCEPT:

Accepted Answer

A)   It is used to motivate online viewing, discussion and distribution, and is intended to persuade.
B)   It is important that viewers enjoy the story, as this will motivate them to forward it, and it strengthens brand attitude.
C)   The inverted U-shaped relationship with purchase intent suggests that brand identification should come before the entertainment, and not after.
D)   A shorter version of video messages emerged due to social media and the sharing of video messages online.E) A) and B)
F) A) and D)

Question 6

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.

Accepted Answer

A)   Slice-of-life
B)   Testimonial
C)   Demonstration
D)   Personality symbolE) None of the above
F) A) and D)

Question 7

A marketer may NOT want to use a message that draws an explicit conclusion for a target audience if:

Accepted Answer

A)   the message is high in complexity
B)   the audience is highly educated
C)   the product is highly personal or involves ego issues
D)   the audience is highly involved with the topicE) A) and B)
F) C) and D)

Question 8

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.

Accepted Answer

A)   Dramatization
B)   Animation
C)   Imagery
D)   Slice-of-lifeE) None of the above
F) All of the above

Question 9

A recent trend among major advertisers is to have________  do the voiceovers for their commercials.

Accepted Answer

A)   celebrities with distinctive voices
B)   people with accents
C)   everyday people
D)   singing groupsE) None of the above
F) C) and D)

Question 10

________ are secondary headlines that usually appear in a type size smaller than the main headline but larger than the body copy of a print ad.

Accepted Answer

A)   Body copy
B)   Direct headlines
C)   Subheads
D)   Indirect headlinesE) A) and B)
F) B) and C)

Question 11

When a target audience already holds a favourable opinion on a topic or issue a(n)  ________ is most effective.

Accepted Answer

A)   nonverbal appeal
B)   two-sided message
C)   one-sided message
D)   open-ended messageE) None of the above
F) C) and D)

Question 12

Common types of ________ headlines include those offering a specific benefit and making a promise.

Accepted Answer

A)   indirect
B)   direct
C)   rational
D)   straight-sellE) A) and D)
F) B) and C)

Question 13

The province of New Brunswick wants to encourage Canadians to visit their beautiful beaches during the summer. They want to give tourists the impression that a vacation in New Brunswick would be an ideal, and idyllic, experience. The marketing team should consider a(n) ________  execution style.

Accepted Answer

A)   testimonial
B)   imagery
C)   animation
D)   dramatizationE) A) and B)
F) A) and C)

Question 14

is an advertising execution technique where some ads contain little or no information about the brand and are almost totally visual.

Accepted Answer

A)   Slice-of-life
B)   Animation
C)   Demonstration
D)   ImageryE) A) and B)
F) A) and C)

Question 15

"You always have time for Tim Hortons" is an example of a:

Accepted Answer

A)   voiceover
B)   catchy jingle
C)   needledrop
D)   subheadE) B) and D)
F) B) and C)

Question 16

During which stage of the commercial production process do activities such as editing, recording of sound effects, audio/video mixing, and agency approval occur?

Accepted Answer

A)   Production
B)   Postproduction
C)   Preparation
D)   PreproductionE) A) and D)
F) B) and C)

Question 17

A strong example of imagery execution style would be:

Accepted Answer

A)   Mr. Clean helping to clean up a huge kitchen mess.
B)   a dentist recommending Trident gum for his patients who chew gum.
C)   a prosperous looking gentleman in a high-end restaurant, wearing a Rolex watch.
D)   a happy, active family going on vacation in a new Chevy van.E) A) and B)
F) A) and C)

Question 18

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

Accepted Answer

A)   Demonstration
B)   Slice-of-life
C)   Humour
D)   TestimonialE) None of the above
F) A) and C)

Question 19

Each of the following is a source of guidelines for the benefit claim of the brand message found in the creative tactics suggestions of the R&P planning model EXCEPT:

Accepted Answer

A)   repetition of benefit claim
B)   information of benefit
C)   intensity of benefit claim
D)   number of benefitsE) A) and B)
F) B) and D)

Question 20

Most advertisers refuse to use two-sided messages because they:

Accepted Answer

A)   are concerned over presenting only the negative attributes of their brands
B)   have been proven ineffective by a number of different advertising research studies
C)   are concerned over the negative effects of acknowledging a weakness in their brand
D)   are concerned about the impact of a two-sided message on source credibilityE) None of the above
F) C) and D)

Exam 8: Creative Tactics Decisions

________ are secondary headlines that usually appear in a type size smaller than the main headline but larger than the body copy of a print ad.

Correct AnswerverifiedShow Answer

is an advertising execution technique where some ads contain little or no information about the brand and are almost totally visual.

Correct AnswerverifiedShow Answer

During which stage of the commercial production process do activities such as editing, recording of sound effects, audio/video mixing, and agency approval occur?

Correct AnswerverifiedShow Answer

"You always have time for Tim Hortons" is an example of a:

Correct AnswerverifiedShow Answer

A marketer may NOT want to use a message that draws an explicit conclusion for a target audience if:

Correct AnswerverifiedShow Answer

Standard poster format, portrait orientation, landscape orientation, vertical or horizontal splits are all terms used to describe:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Most advertisers refuse to use two-sided messages because they:

Correct AnswerverifiedShow Answer

A strong example of imagery execution style would be:

Correct AnswerverifiedShow Answer

A recent trend among major advertisers is to have________ do the voiceovers for their commercials.

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

When a target audience already holds a favourable opinion on a topic or issue a(n) ________ is most effective.

Correct AnswerverifiedShow Answer

Common types of ________ headlines include those offering a specific benefit and making a promise.

Correct AnswerverifiedShow Answer

Each of the following is a source of guidelines for the benefit claim of the brand message found in the creative tactics suggestions of the R&P planning model EXCEPT:

Correct AnswerverifiedShow Answer

The province of New Brunswick wants to encourage Canadians to visit their beautiful beaches during the summer. They want to give tourists the impression that a vacation in New Brunswick would be an ideal, and idyllic, experience. The marketing team should consider a(n) ________ execution style.

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

Each of the following statements describes microfilm advertising EXCEPT:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Each of the following is a source of guidelines for the emotional portrayal of motive found in the creative tactics suggestions of the R&P planning model EXCEPT:

Correct AnswerverifiedShow Answer

A commercial that places the strongest points at the end of the message assumes a ________, whereby the last arguments presented are the most persuasive.

Correct AnswerverifiedShow Answer

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