MKT304-Chapter 9

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. advertising appeal; creative execution style

• C. creative execution style; advertising campaign

• D. creative execution style; advertising appeal

_____ is viewed as "something that moves people, speaks to their wants or needs, and excites their interest."

• A. Execution style

• B. Creativity

• C. Big idea

• D. Advertising appeal

Advertising appeals that focus on functional or utilitarian needs and emphasize product features and benefits are known as _____ appeals.

• A. emotional

• B. informational

• C. price

• D. image

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

• A. informational appeals

• B. emotional appeals

• C. subliminal appeals

• D. transformational appeals

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)_____

• A. news

• B. favorable price

• C. feature

• D. emotional

Which of the following statements is true about feature appeals?

• A. They are never used for technical and high-involvement products.

• B. They can be used for advertising a product but not a service.

• C. 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.

• D. They tend to be very informative and present a number of attributes that can be used as the basis for a rational purchase decision.

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. transformational

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. favorable price

• B. feature

• C. product popularity

• D. generic

Advertisers create emotional advertising appeals by using:

• A. comparative advertisements.

• B. feature appeals.

• C. transformational advertising.

• D. news appeals.

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. nostalgic

• B. transformational

• C. informational

• D. rational