47.(p. 290)Which of the following statements about the use of teaser advertising is true? A. Teaser ads cannot be used to draw attention to and generate publicity for an upcoming advertising campaign.B. Teaser ads do not work well because consumers really do not pay much attention to advertising.C.Teaser ads can be effective but marketers must be careful not to use them too long.D. Teaser ads usually offend consumers.E. None of the above statements about the use of teaser advertising is true.
48.(p. 290)The argument by famous advertising copywriter David Ogilvy that "what you say in advertising is more important than how you say it" suggests: 49.(p. 290)An advertising execution technique that relies on a straightforward presentation of information concerning the product or service is called a(n): 50.(p. 290)Straight-sell message executions are commonly used with _____ advertising appeals. 51.(p. 290)A print ad for flood insurance lists twenty good reasons why every homeowner should have flood insurance. This is an example of _____advertising. A.straight-sellB. transformationalC. testimonialD. teaserE. utational ref
52.(p. 291)The ad for TDAmeritrade investment company opens with the statement, "You can't plan for tomorrow if you don't know where your money is today." This statement indicates the entire ad is an example of _____ advertising. 53.(p. 291)When an advertiser cites technical information such as the results of laboratory studies in an advertisement, a(n) _____ execution is being used. 54.(p. 291)In a Neutrogena moisturizer with superior sun protection ad, a dermatologist's report stated, "A year of incidental sun equals baking for a week at the beach!" This is an example of a(n) _____ execution.
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- Fall '17