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Advertising & Promotions Mgmt Quiz 7
Terms in this set (10)
Which of the following is an advertising execution approach designed to illustrate key advantages or features of a product by showing it in actual use?
_____ is designed to give a company or brand a unique association or personality and is often transformational in nature.
_____ is a 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.
Advertising appeals that focus on functional or utilitarian needs and emphasize product features and benefits are known as _____ appeals.
Purchase motives, such as convenience, comfort, economy and performance are used as a basis for _____ appeals
An ad for Enbrel, a prescription medicine 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, news like nature of the ad indicates that it is using a(n) _____ appeal
When Ford Motor Company was preparing to introduce a new model, ads were run for several weeks that talked about the new car but never showed it. This is an example of _____ advertising.
Douglas was asked to fill out a survey on 'dill' pickles. He was asked questions about what he liked and disliked about dill pickles, when and where he usually ate dill pickles, and to list and rate all brands of dill pickles he could recall. He was also asked about packaging as well as degree of sourness in the different brands of pickles. Since the survey was conducted by an ad agency prior to developing a creative strategy for its client, a pickle manufacturer, and there were several people surveyed besides Douglas, you can assume he was participating in a _____ study
_____ is a process that involves conducting research and gathering all information about a client's product or service, brand, and members of the target audience.
A client who manufactures maternity clothes for businesswomen wants a new advertising campaign. Visits to obstetrician's offices to observe the clothes being worn and to maternity shops at the mall to see how they were selected could be a part of the _____ step of the creative process.
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