MKTG 6332 FINAL QUESTIONS WITH VERIFIED
ANSWERS
DAGMAR - Answers - Define Advertising Goals for Measuring Advertising Results
Which of following is a likely problem for a manager who uses sales as a measure of
advertising
effectiveness? - Answers - sales offer little guidance or direction to those responsible for
planning and developing the advertising program
_____ is a process that involves conducting research and gathering all information
about a clients good or service, brand, and members of the target audience - Answers -
account planning
the function of an advertising message is to - Answers - do all of the above
one of the most popular and long-running advertising campaigns was created by the leo
burnett agency for maytag appliances. the ___ around which the campaign was built
was "maytag dependabiloty" - Answers - campaign theme
Golda has to create an ad campaign for an online subscription encyclopedia. She has
gathered together all the relevant environmental information and has studied the
product as closely as possible. Now it is time for the _____ stage of the creative
process. She needs to work on another project and put the encyclopedia project
completely out of her conscious mind. Her subconscious needs time to work on a
solution. - Answers - incubation
An ad for Federal Express shows a toy manufacturer the day before announcing a new
action-figure soldier. The CEO is being shown a tape of the commercial for the new
figure and is not amused to see the macho soldiers wearing ballerina costumes. His
assistant explains that he tried to use a cheaper carrier, and the tutus were sent instead
of military uniforms. Across the bottom of the screen reads the logo, "When it absolutely
has to get there, use FedEx." This ad is an example of the _____ approach. - Answers -
inherent drama
the perpetual debate over the most effective role for advertising is between - Answers -
rationalists and poets
______ is the ability to generate fresh, unique and appropriate ideas that can be used
as a solutions to communication problems - Answers - advertising creativity
,When the Ford Motor Company was preparing to introduce it new Contura model, ads
were run for several weeks that talked about the new cars but never showed them. This
is an example of _____ advertising. - Answers - teaser
advertising appeals that relate to the consumers' social and or/physiological needs for
purchasing a product or service are known as - Answers - emotional appeals
which of the following is a basic component of a print advertisement - Answers - layout
which is an advertising execution approach designed to illustrate key advantagaes or
features of a product showing it in actual use - Answers - demonstration
Hershey's advertises heavily around Christmas with ads that show only a picture of red,
green and silver wrapped Hershey Kisses chocolate. Hershey's is using _____
advertising. - Answers - reminder
type of advertising execution style that involves creating a central character who can
deliver the advertising message and with whom the product or service can be identified
- Answers - personality symbol
occupational term in the advertising and music industries that refers to prefabricated,
multipurpose music that is often used as the background audio portion of a commercial
- Answers - needledrop
a research technique whereby consumers are asked to generate an exhaustive list of
things that bother them or difficulties that they encounter when using a product or
service - Answers - problem detection
the ability to generate fresh unique and appropriate ideas that can be used as solutions
to communication problems - Answers - advertising creativity
there are 5 steps in the creative process as designed by James Webb Young, a former
creative director at j. walter thompson agency - Answers - immersion, digestion,
incubation, illumination, verification
"You're in good hands with Allstate," "A diamond is forever" and "Aren't you glad you
use Dial?" are all examples of what? - Answers - long running advertising campaigns
A series of drawings used to present the visual plan or layout of a commercial along
with a description of the audio for each scene. - Answers - storyboard
Procter & Gamble advertises its Tide brand of laundry detergent as tough and powerful
while its Bold brand is advertised as being a detergent plus fabric softener. These
different brands are being advertised by using what type of creative strategy? - Answers
- positioning
, How might an advertising creative specialist acquire general pre-planning input about
the market for a calcium enhanced sports drink - that can be used to develop the
creative strategy? - Answers - all of the above
Hubba Bubba bubble gum is the only chewing gum that lets you blow great big bubbles
that won't stick to your face. This statement represents the gum's: - Answers - unique
selling proposition
To make a creative layout of a commercial more realistic, a(an) ______ may be
produced by making a videotape of the ______ along with an audio soundtrack. -
Answers - aniamatic; storyboard
at what stage of the creative process would consumers in the target audience be asked
to evaluate storyboards and aniamatics - Answers - verification / revision
a widely used advertising execution style for packaged goods products which attempts
to portray a situation consumers might face in their daily lives is known as: - Answers -
slice of life
advertising that attempts to make the experience of using a product or service richer
warmer or more exciting - Answers - transformational
catchy songs about a product or service that usually carry the ad theme and a simple
message - Answers - jingle
advertising that is sometimes used to create curiosity and build interest and excitment in
a new product or band by talking about it but not showing it - Answers - teaser
An ad for Enbrel, a new drug for people who have rheumatoid arthritis, tells the reader
that this drug has proven to work for people who have had little or no pain relief from
other drugs. The factual, newslike nature of the ad indicates it is using a(n) _____
appeal. - Answers - informational/rational
refers to the approach used in an advertisement to elicit some consumer response or
influence feeling the way this approach is turned into an advertising message is the -
Answers - advertising appeal ; creative execution style
Professional golfer Arnold Palmer appears in ads advocating the engine protection cars
get from Pennzoil motor oil. This is an example of: - Answers - endorsement
headlines that are very straightforward and informative in the message they are
presenting are known as - Answers - direct
when a person speaks on behalf of a product or service based on their personal use
and experiences with it a ___ execution is being used - Answers - testimonial
ANSWERS
DAGMAR - Answers - Define Advertising Goals for Measuring Advertising Results
Which of following is a likely problem for a manager who uses sales as a measure of
advertising
effectiveness? - Answers - sales offer little guidance or direction to those responsible for
planning and developing the advertising program
_____ is a process that involves conducting research and gathering all information
about a clients good or service, brand, and members of the target audience - Answers -
account planning
the function of an advertising message is to - Answers - do all of the above
one of the most popular and long-running advertising campaigns was created by the leo
burnett agency for maytag appliances. the ___ around which the campaign was built
was "maytag dependabiloty" - Answers - campaign theme
Golda has to create an ad campaign for an online subscription encyclopedia. She has
gathered together all the relevant environmental information and has studied the
product as closely as possible. Now it is time for the _____ stage of the creative
process. She needs to work on another project and put the encyclopedia project
completely out of her conscious mind. Her subconscious needs time to work on a
solution. - Answers - incubation
An ad for Federal Express shows a toy manufacturer the day before announcing a new
action-figure soldier. The CEO is being shown a tape of the commercial for the new
figure and is not amused to see the macho soldiers wearing ballerina costumes. His
assistant explains that he tried to use a cheaper carrier, and the tutus were sent instead
of military uniforms. Across the bottom of the screen reads the logo, "When it absolutely
has to get there, use FedEx." This ad is an example of the _____ approach. - Answers -
inherent drama
the perpetual debate over the most effective role for advertising is between - Answers -
rationalists and poets
______ is the ability to generate fresh, unique and appropriate ideas that can be used
as a solutions to communication problems - Answers - advertising creativity
,When the Ford Motor Company was preparing to introduce it new Contura model, ads
were run for several weeks that talked about the new cars but never showed them. This
is an example of _____ advertising. - Answers - teaser
advertising appeals that relate to the consumers' social and or/physiological needs for
purchasing a product or service are known as - Answers - emotional appeals
which of the following is a basic component of a print advertisement - Answers - layout
which is an advertising execution approach designed to illustrate key advantagaes or
features of a product showing it in actual use - Answers - demonstration
Hershey's advertises heavily around Christmas with ads that show only a picture of red,
green and silver wrapped Hershey Kisses chocolate. Hershey's is using _____
advertising. - Answers - reminder
type of advertising execution style that involves creating a central character who can
deliver the advertising message and with whom the product or service can be identified
- Answers - personality symbol
occupational term in the advertising and music industries that refers to prefabricated,
multipurpose music that is often used as the background audio portion of a commercial
- Answers - needledrop
a research technique whereby consumers are asked to generate an exhaustive list of
things that bother them or difficulties that they encounter when using a product or
service - Answers - problem detection
the ability to generate fresh unique and appropriate ideas that can be used as solutions
to communication problems - Answers - advertising creativity
there are 5 steps in the creative process as designed by James Webb Young, a former
creative director at j. walter thompson agency - Answers - immersion, digestion,
incubation, illumination, verification
"You're in good hands with Allstate," "A diamond is forever" and "Aren't you glad you
use Dial?" are all examples of what? - Answers - long running advertising campaigns
A series of drawings used to present the visual plan or layout of a commercial along
with a description of the audio for each scene. - Answers - storyboard
Procter & Gamble advertises its Tide brand of laundry detergent as tough and powerful
while its Bold brand is advertised as being a detergent plus fabric softener. These
different brands are being advertised by using what type of creative strategy? - Answers
- positioning
, How might an advertising creative specialist acquire general pre-planning input about
the market for a calcium enhanced sports drink - that can be used to develop the
creative strategy? - Answers - all of the above
Hubba Bubba bubble gum is the only chewing gum that lets you blow great big bubbles
that won't stick to your face. This statement represents the gum's: - Answers - unique
selling proposition
To make a creative layout of a commercial more realistic, a(an) ______ may be
produced by making a videotape of the ______ along with an audio soundtrack. -
Answers - aniamatic; storyboard
at what stage of the creative process would consumers in the target audience be asked
to evaluate storyboards and aniamatics - Answers - verification / revision
a widely used advertising execution style for packaged goods products which attempts
to portray a situation consumers might face in their daily lives is known as: - Answers -
slice of life
advertising that attempts to make the experience of using a product or service richer
warmer or more exciting - Answers - transformational
catchy songs about a product or service that usually carry the ad theme and a simple
message - Answers - jingle
advertising that is sometimes used to create curiosity and build interest and excitment in
a new product or band by talking about it but not showing it - Answers - teaser
An ad for Enbrel, a new drug for people who have rheumatoid arthritis, tells the reader
that this drug has proven to work for people who have had little or no pain relief from
other drugs. The factual, newslike nature of the ad indicates it is using a(n) _____
appeal. - Answers - informational/rational
refers to the approach used in an advertisement to elicit some consumer response or
influence feeling the way this approach is turned into an advertising message is the -
Answers - advertising appeal ; creative execution style
Professional golfer Arnold Palmer appears in ads advocating the engine protection cars
get from Pennzoil motor oil. This is an example of: - Answers - endorsement
headlines that are very straightforward and informative in the message they are
presenting are known as - Answers - direct
when a person speaks on behalf of a product or service based on their personal use
and experiences with it a ___ execution is being used - Answers - testimonial
