Marketing Final Exam

Reflective msc blooms knowledge 57 all of the

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Unformatted text preview: information. a. Message execution b. Appeal formation c. Focus selection d. Audience selection e. Benefit determination ANS: A The style in which the message is executed is one of the most creative elements of an advertisement. PTS: 1 REF: 270 Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 57. All of the following are executional styles for advertising EXCEPT: a. humorous b. fantasy c. lifestyle d. fear e. musical ANS: D Fear is a type of advertising appeal. See Exhibit 17.2. PTS: 1 REF: 270 Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Analysis 58. A print ad for Real Simple magazine shows a group of women sitting on a sofa talking and laughing. Which executional style is being used in this ad? a. Demonstration b. Slice-of-Life c. Fantasy d. Mood or Image e. Spokesperson/Testimonial ANS: B This ad depicts people in normal settings. See Exhibit 17.2. PTS: 1 REF: 270 Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Application 59. A print ad for Wyndham hotels and resorts shows how different groups can benefit from their vacation whether it be playing as a family, a woman getting a massage, or a young couple enjoying some quality time together. Which executional style is being used in this ad? a. Demonstration b. Lifestyle c. Fantasy d. Mood or Image e. Spokesperson/Testimonial ANS: B See Exhibit 17.2. PTS: 1 REF: 270 Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Application 60. An Advil magazine print ad shows the same woman painting, at work, in the gym, and with her child. The ad states that Advil works on “all my pains wherever I hurt so I am ready for anything.” Which executional style is being used in this ad? a. Demonstration b. Slice-of-Life c. Fantasy d. Mood or Image e. Humor and Fear ANS: B This ad depicts people in normal settings. See Exhibit 17.2. PTS: 1 REF: 270 Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Application 61. 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. a. demonstration b. scientific c. fantasy d. mood or image e. lifestyle ANS: A This ad shows consumers the expected benefits of using Tilex. See Exhibit 17.2. PTS: 1 REF: 270 Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Application 62. 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. b. c. d. e. Demonstration Scientific Lifestyle Spokesperson/Testimonial Humorous ANS: E The ad is intended as gentle humor. See Exhibit 17.2. PTS: 1 REF: 270 Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Application 63. Ads for General Foods Internati...
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