Marketing Final Exam

Image ans e the ads build a mood around the coffee

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: onal Coffees all feature the slogan “It stirs the soul.” Given this information and the fact that the ads feature flowers, soft lights, and romantic settings, you know that these ads use a _____ executional style. a. demonstration b. lifestyle c. spokesperson/testimonial d. scientific e. mood or image ANS: E The ads build a mood around the coffee. See Exhibit 17.2. PTS: 1 REF: 270 Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Application 64. In an advertisement for Dow bathroom cleaner, animated, talking scrubbing bubbles are used to show how hard the bubbles work to clean. The lively scrubbing bubbles appear in all advertisements for this product and are depicted on the packaging. This is an example of a _____ executional style. a. spokesperson/testimonial b. lifestyle c. slice-of-life d. fantasy e. symbol ANS: E Symbol (such as the animated scrubbing bubbles) is an executional style that uses a character to represent the product. See Exhibit 17.2. PTS: 1 REF: 270 Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Application 65. In an advertisement for Planters peanuts and trail mix, a peanut wearing a monocle and a top hat and called Mr. Peanut represents the product quality. Mr. Peanut appears in all of the advertisements for Planters. This is an example of how a company can use a _____ executional style. a. b. c. d. e. symbol lifestyle spokesperson/testimonial fantasy scientific evidence ANS: A Message execution is the development of how the advertisement will be portrayed, and symbol (such as Mr. Peanut) is an executional style that uses a character to represent the product. See Exhibit 17.2. PTS: 1 REF: 270 Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Application 66. An ad for the General Electric Advantium microwave shows people rushing from one place to another and has the headline, “If your life moves this fast, maybe your oven should too.” According to the ad, even though there never seems to be enough time to cook, this microwave will help you prepare home-cooked meals. This is an example of the use of a _____ executional style. a. humorous b. lifestyle c. mood or image d. scientific e. demonstration ANS: B This ad shows how well the product can fit it with the consumer’s lifestyle. See Exhibit 17.2. PTS: 1 REF: 270 Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Application 67. Ads for Oreck vacuums claim that it removes 99% of allergens with its hepa filter, which is based on testing from an independent laboratory. Which executional framework is this? a. Factual b. Demonstration c. Scientific d. Rational e. Spokesperson/Testimonial ANS: C This ad is using research or scientific evidence, which is characteristic of a scientific executional style. PTS: 1 REF: 270 Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Application 68. Ads for the Nutrisystem weight-...
View Full Document

This document was uploaded on 09/29/2013.

Ask a homework question - tutors are online