Chapter 09 – Creative Strategy: Implementation and Evaluation
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):
Chapter 09 – Creative Strategy: Implementation and Evaluation
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 ____.
3. (p. 293) _____ is viewed as “something that moves people, speaks to their wants or needs, and
excites their interest.”
Chapter 09 – Creative Strategy: Implementation and Evaluation
4. (p. 293) The _____ is the manner in which an advertising idea is turned into a message and
presented to consumers.
5. (p. 293) 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.
Chapter 09 – Creative Strategy: Implementation and Evaluation
6. (p. 293) Advertising appeals that focus on functional or utilitarian needs and emphasize
product features and benefits are known as _____ appeals.
7. (p. 293) Purchase motives, such as convenience, comfort, economy and performance are used
as a basis for _____ appeals.
Chapter 09 – Creative Strategy: Implementation and Evaluation
8. (p. 293) The content of advertising with _____ emphasizes facts, learning and the logic of
persuasion.
9. (p. 293) Which of the following statements is true about informational/rational advertising
appeals?
Chapter 09 – Creative Strategy: Implementation and Evaluation
10. (p. 294) An ad for Calloway Gardens Resort stresses the different forms of recreation
available to visitors to the resort. This is an example of a(n) _____ appeal.
11. (p. 294) Which of the following statements is true about feature appeals?
Chapter 09 – Creative Strategy: Implementation and Evaluation
12. (p. 294) To announce sales, special offers, or everyday low prices, retailers often use a _____
appeal.
13. (p. 294) A personal computer manufacturer has developed a significant technological
breakthrough that will make its computers easier to use for novices. The computer
manufacturer will probably use _____ appeal to announce the breakthrough.
Chapter 09 – Creative Strategy: Implementation and Evaluation
14. (p. 294) Aleve ran a series of ads showing everyday people having to deal with minor
arthritic pains. In each instance, the individual was pleased to learn that two Aleve were just
as effective as taking eight of his or her old pain reliever. This ad campaign is using a(n)
_____ appeal.
15. (p. 294) The Glad trash bag campaign, which used the slogan “Don’t get mad. Get Glad,”
tells the reader that Glad trash bags are twice as thick as the leading volume bag. Glad uses
a(n) _____ appeal.
Chapter 09 – Creative Strategy: Implementation and Evaluation
16. (p. 294) The ad for ‘TDAmeritrade’ investment bank states that the company is “Ranked #1
by SmartMoney Magazine for the Do-It-Yourself Investor.” The ad is using a(n) _____
appeal.
17. (p. 294) Advertisements that focus on the dominant attributes or characteristics of a product
or service are known as _____ appeals.
Chapter 09 – Creative Strategy: Implementation and Evaluation
18. (p. 294) A _____ appeal is used when the advertiser makes either a direct or an indirect
comparison to another brand and usually claims superiority on one or more attributes.
19. (p. 294) Toyota ran an advertisement proclaiming their Camry has been the best selling
model in the United States for two straight years. This is an example of a _____ appeal.
Chapter 09 – Creative Strategy: Implementation and Evaluation
20. (p. 294) Intuit, a computer software company, runs an advertising campaign for Quicken that
emphasizes the fact it is the most preferred brand of financial software. This is an example of
a(n):
21. (p. 295) Advertising appeals that relate to consumers’ social and/or psychological needs for
purchasing a product or service are known as _____ appeals.
Chapter 09 – Creative Strategy: Implementation and Evaluation
22. (p. 296) Which of the following statements provides a reason for why marketers use
emotional appeals?
23. (p. 296) Advertisers create emotional advertising appeals by using:
Chapter 09 – Creative Strategy: Implementation and Evaluation
24. (p. 296) Advertising appeals that portray people in an advertisement as experiencing an
arousing, upbeat and/or exciting benefit or outcome from using a product or service are
relying on:
Chapter 09 – Creative Strategy: Implementation and Evaluation
25. (p. 296) An advertisement for the State of Alabama shows a family with two teens arriving in
the state alienated from each other. The fun they experience in the state brings the family back
together again. The commercial ends with all four running down the beach holding hands.
This ad uses _____ for its appeal.
26. (p. 296) Advertisements that create feelings, meanings, images or beliefs about a product or
service that can be activated when consumers use it are known as _____ ads.
Chapter 09 – Creative Strategy: Implementation and Evaluation
27. (p. 297) _____ advertising attempts to make the experience of using a product or service
richer, warmer or more exciting.
28. (p. 297) Transformational advertising can differentiate a product or service by:
Chapter 09 – Creative Strategy: Implementation and Evaluation
29. (p. 297) The Oscar Mayer ad touched the child in all of us when it showed Andy on the pier
singing the “My bologna has a first name” jingle. This example of _____ advertising won
America’s heart and stomach.
30. (p. 297) Skyy Vodka’s use of cinematic-inspired cocktail moments created marketing success
through:
Chapter 09 – Creative Strategy: Implementation and Evaluation
31. (p. 297) _____ is designed to give a company or brand a unique association or personality
and is often transformational in nature.
32. (p. 297) Rational and emotional advertising appeals:
Chapter 09 – Creative Strategy: Implementation and Evaluation
33. (p. 298) The proprietary research technique developed by the McCann-Erickson Worldwide
agency that helps evaluate how consumers feel about brands and the nature of their
relationship with them is known as:
34. (p. 298) According to McCann-Erickson’s concept of emotional bonding, the most basic
relationship a consumer has with a brand is how he or she thinks about the:
Chapter 09 – Creative Strategy: Implementation and Evaluation
35. (p. 298) Research shows consumers perceive Miller beer as strong, bold, and adventurous.
This is an example of how consumers assign a _____ to a brand.
36. (p. 298) Consumers perceive Maytag appliance as dependable. Consumers have assigned a
_____ to the brand.
Chapter 09 – Creative Strategy: Implementation and Evaluation
37. (p. 299) According to McCann-Erickson’s concept of emotional bonding, the strongest
relationship that develops between a brand and a consumer is based on:
38. (p. 299) Well-known brands and market leaders often run ads that do not use any specific
types of appeals but rather focus primarily on keeping their brand name in front of consumers.
This type of advertising is known as _____ advertising.