Marketing Final Exam

A see exhibit 171 pts 1 ref 269 thinking key cbe model

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Unformatted text preview: 50. The Highway Transportation Agency once used ads showing real automobile accidents in which real people were killed in hopes of getting more drivers to use their seat belts. What kind of advertising appeal were these ads using? a. Fear b. Consequences c. Health d. Profit e. Consciousness ANS: A See Exhibit 17.1 PTS: 1 REF: 269 Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Application 51. Many advertisements use celebrities who are liked by many people in hopes that consumers will buy the product that the celebrity endorses. Using celebrities to influence consumers to buy the product is an example of which advertising appeal? a. Consciousness b. Love or romance c. Fun and pleasure d. Admiration e. Resonance ANS: D See Exhibit 17.1. PTS: 1 REF: 269 Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 52. A(n) _____ is a desirable, exclusive, and believable advertising appeal selected as the theme for a campaign. a. executional framework b. creative message strategy c. benefit d. attribute e. unique selling proposition ANS: E The advertising appeal selected for the campaign becomes what advertisers call its unique selling promotion, and it usually becomes the campaign slogan. PTS: 1 REF: 269 Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 53. IBM runs television ads that show how their information technology services can help a small Internet start-up prepare for and solve any problems that may arise in its daily operations. This is an example of a: a. unique selling proposition b. advertising objective c. media profile d. basis for comparative advertising e. basis for product identification 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: 269 Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Application 54. UPS uses its “Whiteboard” campaign to show how the company can help a growing business with its problems. UPS is using a(n): a. unique selling proposition b. advertising objective c. basis for lifestyle strategy d. promotional mix e. basis for comparative advertising 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: 269 Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Application 55. Ads for M&M candy that prominently feature the M&M candies in real-life situations are using a _____ appeal. a. slice-of-life b. mood or image c. fun and pleasure d. demonstration e. spokesperson/testimonial ANS: C All except alternative C are executional styles. See Exhibits 17.1 and 17.2. PTS: 1 REF: 269-270 Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Application 56. _____ is the way the advertisement portrays its...
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This document was uploaded on 09/29/2013.

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