Ch 9 Test Bank
Chapter 09 Creative Strategy: Implementation and Evaluation Answer Key
Multiple Choice Questions
1. (p. 293) The agency that developed the ‘Jack-in-the-Box' fast-food restaurants ads created a new ad with the return of a brand image that was remembered by customers from previous years, thereby creating a(n):
A. advertising appeal.
B. creative plan.
C. marketing plan.
D. sales approach.
E. sales presentation.
The advertising appeal refers to the approach used to attract the attention of consumers and/or to influence their feelings toward the product, service, or cause.
AACSB: Reflective Thinking
Bloom's: Analyze
Difficulty: Hard
Learning Objective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.
Topic: Appeals and Execution Styles
2. (p. 293) A(n) _____ 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 ____.
A. advertising appeal; advertising campaign
B. creative execution style; advertising appeal
C. creative execution style; advertising campaign
D. advertising appeal; creative execution style
E. brand image; positioning
The advertising appeal refers to the approach used to attract the attention of consumers and/or to influence their feelings toward the product, service, or cause. The creative execution style is the way a particular appeal is turned into an advertising message presented to the consumer.
AACSB: Analytic
Bloom's: Remember
Difficulty: Easy
Learning Objective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.
Topic: Appeals and Execution Styles
3. (p. 293) _____ is viewed as "something that moves people, speaks to their wants or needs, and excites their interest."
A. Advertising appeal
B. Execution style
C.
Multiple Choice Questions
1. (p. 293) The agency that developed the ‘Jack-in-the-Box' fast-food restaurants ads created a new ad with the return of a brand image that was remembered by customers from previous years, thereby creating a(n):
A. advertising appeal.
B. creative plan.
C. marketing plan.
D. sales approach.
E. sales presentation.
The advertising appeal refers to the approach used to attract the attention of consumers and/or to influence their feelings toward the product, service, or cause.
AACSB: Reflective Thinking
Bloom's: Analyze
Difficulty: Hard
Learning Objective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.
Topic: Appeals and Execution Styles
2. (p. 293) A(n) _____ 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 ____.
A. advertising appeal; advertising campaign
B. creative execution style; advertising appeal
C. creative execution style; advertising campaign
D. advertising appeal; creative execution style
E. brand image; positioning
The advertising appeal refers to the approach used to attract the attention of consumers and/or to influence their feelings toward the product, service, or cause. The creative execution style is the way a particular appeal is turned into an advertising message presented to the consumer.
AACSB: Analytic
Bloom's: Remember
Difficulty: Easy
Learning Objective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.
Topic: Appeals and Execution Styles
3. (p. 293) _____ is viewed as "something that moves people, speaks to their wants or needs, and excites their interest."
A. Advertising appeal
B. Execution style
C.