Marketing Final Exam

Marketing Final Exam

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Unformatted text preview: Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Application 42. In advertising, the goal is to sell the _____, not the _____ of a product. a. benefits; attributes b. characteristics; appeals c. values; traits d. competitive edge; virtues e. differential advantage; properties ANS: A A well-known rule of thumb in advertising is “Sell the sizzle, not the steak.” PTS: 1 REF: 269 Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Comprehension 43. An advertising _____ identifies a reason for a person to buy a product. a. profile b. execution c. format d. execution e. appeal ANS: E This is the definition of an advertising appeal. PTS: 1 REF: 269 Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 44. All of the following are common types of advertising appeals EXCEPT: a. profit b. health c. admiration d. fear e. commitment ANS: E See Exhibit 17.1. PTS: 1 REF: 269 Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Analysis 45. A print ad for Kraft Capri Sun drink packs says “take a sip of antioxidant protection.” What kind of an advertising appeal is this ad using? a. Convenience b. Fun and pleasure c. Health d. Profit e. Admiration ANS: C See Exhibit 17.1 Health appeals to those who want to be healthy. PTS: 1 REF: 269 Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Application 46. Gucci, a very expensive brand of clothing and accessories, show beautiful women wearing its products in magazine ads. What kind of an advertising appeal is this? a. Environmental consciousness b. Vanity and egotism c. Health d. Profit e. Admiration ANS: B See Exhibit 17.1. PTS: 1 REF: 269 Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Application 47. ReaLemon juice relies on the slogan, “Fresh Lemon Taste Made Easy.” What kind of an advertising appeal is this ad using? a. Mood or Image b. Vanity and Egotism c. Health d. Convenience e. Admiration ANS: D See Exhibit 17.1. PTS: 1 REF: 269 Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Application 48. An ad for an AT&T MasterCard offered zero percent interest on any balance transferred from another card by September 1, as well as no annual fee. What kind of appeal is this ad using? a. Environmental Consciousness b. Vanity and Egotism c. Health d. Profit e. Admiration ANS: D See Exhibit 17.1. PTS: 1 REF: 269 Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Application 49. An ad for Crystal Geyser bottled water shows why and how the bottler supports the reforestation of America’s forests. What kind of an advertising appeal is this ad using? a. Environmental Consciousness b. Concern c. Health d. e. Profit Admiration 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...
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This document was uploaded on 09/29/2013.

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