CH15_Question - The dominant advertising appeal selected...

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The dominant advertising appeal selected for the campaign will become the: A) advertising objective B) unique selling proposition C) media profile D) basis for comparative advertising E) decision factor in media selection A B One of the advantages of television advertising is: A) short life of message B) long lead time C) commercial clutter D) high costs E) ability to reach wide and diverse audience A E 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? A) demonstration B) slice-of-life C) fantasy D) mood or image E) testimonial A B 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? A) demonstration B) slice-of-life C) fantasy D) mood or image E) testimonial A A 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? A) demonstration B) scientific C) fantasy D) testimonial E) humorous A E Advertising expenditures in the United States: A) are large, but the industry is small with fewer than 400,000 employees B) are staying level with little or no increase year to year C) are completely controlled by the 200,000 advertising agencies in the United States D) exceed $250 billion per year in the huge industry that employs over three million people E) are dominated by the millions of small firms competing for business through price wars A A The United States's top advertiser, according to dollars spent per year, is: A) Sony Corporation B) Time Warner C) Procter & Gamble D) General Motors Corporation E) McDonald's Corporation A C When Coca-Cola was accused of deliberately trying to poison consumers in India by selling them soft drinks allegedly containing 27 times the maximum amount of pesticide that is permissible, Coke ran ads in national newspapers describing how much care it takes to guarantee the safety of the products it produces. These ads were examples of _____ advertising. A) advocacy B) selective C) product D) differential E) image A A Unlike advertising that establishes or maintains a company's identity, _____ advertising touts the benefits of a specific good or service. A) selective B) cooperative C) advocacy D) image E) product A E Procter & Gamble's ads for Head & Shoulders Intensive Solutions system designed to treat the symptoms of dandruff and seborrhea emphasize the brand name and how effectively it heals the scalp. In A) comparative B) differentiational C) pioneering A E
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addition, its ads demonstrates how easy it is to use the system, which looks complicated but isn’t. This is an example of _____ advertising.
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