Chapter 09 – Creative Strategy: Implementation and Evaluation
39. (p. 299) 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.
40. (p. 299) Ads for Oneida flatware are frequent, show a piece of Oneida flatware, the headline,
“ONEIDA,” and the slogan “Your table is ready” in small print. This type of ad is intended as
_____ advertising.
Chapter 09 – Creative Strategy: Implementation and Evaluation
41. (p. 300) _____ advertising is sometimes used to create curiosity and build interest and
excitement in a new product or brand by talking about it but not showing it.
42. (p. 300) Taco Bell launched the advertising campaign for its Double Decker taco by running
anonymous full-page ads featuring basketball stars issuing vague challenges to one another.
This is an example of _____ advertising.
Chapter 09 – Creative Strategy: Implementation and Evaluation
43. (p. 300) 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.
44. (p. 301) Which of the following statements is true about the use of teaser advertising?
Chapter 09 – Creative Strategy: Implementation and Evaluation
45. (p. 302) The argument by famous advertising copywriter David Ogilvy that “what you say in
advertising is more important than how you say it” suggests that:
46. (p. 302) An advertising execution technique that relies on a straightforward presentation of
information concerning the product or service is called a(n):
Chapter 09 – Creative Strategy: Implementation and Evaluation
47. (p. 302) Straight-sell message executions are commonly used with _____ advertising
appeals.
48. (p. 302) A print ad for flood insurance lists twenty good reasons why every homeowner
should have flood insurance. This is an example of _____ advertising.
Chapter 09 – Creative Strategy: Implementation and Evaluation
49. (p. 302) The ad for TDA meritrade investment company opens with the statement, “You can’t
plan for tomorrow if you don’t know where your money is today” and continues with a lot of
information about investment and its benefits. This indicates that the ad is an example of
_____ advertising.
50. (p. 303) When an advertiser cites technical information such as the results of laboratory
studies in an advertisement, a(n) _____ execution is being used.
Chapter 09 – Creative Strategy: Implementation and Evaluation
51. (p. 303) 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.
52. (p. 303) An ad for Lipton tea states that according to laboratory research, “a serving of tea
has more antioxidants than a serving of carrots or broccoli.” Which type of ad execution is
being used in this example?
Chapter 09 – Creative Strategy: Implementation and Evaluation
53. (p. 303) 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?
54. (p. 303) An ad for Toyota vans shows how easily a child, who needs to use a bathroom, can
get out of the vehicle. Which ad execution technique is being used in this ad?
Chapter 09 – Creative Strategy: Implementation and Evaluation
55. (p. 303) When a person speaks on the behalf of a product or service based on his or her
personal use of and/or experiences with it, a(n) _____ execution is being used.
56. (p. 303) Tiger Woods appears in ads for Nike in which he notes how the company’s golf
clubs helped him win so many major championships. This is an example of which type of
advertising execution?
Chapter 09 – Creative Strategy: Implementation and Evaluation
57. (p. 303) In a television ad, actress and noted animal lover Betty White praised a flea and tick
treatment called Frontline for the way it protects both her dogs and cats. These ads are an
example of the use of what type of execution?
58. (p. 304) Professional golfer Arnold Palmer appeared in ads advocating the engine protection
cars get from Pennzoil motor oil. This is an example of a(an):
Chapter 09 – Creative Strategy: Implementation and Evaluation
59. (p. 304) A widely used advertising execution style for packaged goods products which
attempts to portray situations consumers might face in their daily lives is known as:
60. (p. 304) A Tide detergent ad showed a high school team manager easily removed all the
grass and dirt stains from two dozen baseball uniforms by simply throwing them in a washer
and adding Tide. The ad creator used which execution style?
Chapter 09 – Creative Strategy: Implementation and Evaluation
61. (p. 304) An ad in a golfing magazine for a vacation resort in Virginia begins by stating that
the resort has “Dozens of sporting diversions for the entire family.” Then under that statement
it reads, “Translation: guilt-free golf.” The ad creator used which execution style with this
ad?
62. (p. 304) Which of the following statements is true about the use of slice-of-life executions?
Chapter 09 – Creative Strategy: Implementation and Evaluation
63. (p. 304) An advertising execution technique used by business-to-business marketers
depicting the negative consequences of making incorrect purchase decisions is referred to as:
64. (p. 304) An ad for Novell solutions targeted to businesspeople was headlined, “ERP: Sound
made by CIO when people see data they shouldn’t.” The executive in the ad has a distressed,
almost fearful look on his face. Which execution technique used to create this ad?
Chapter 09 – Creative Strategy: Implementation and Evaluation
65. (p. 305) An advertising execution technique that is particularly popular for creating
commercials targeted at children is:
66. (p. 305) A commercial for Honey-Flavored Wheat Chex cereal mix shows a bear made out of
Wheat Chex cereal climbing a tree made out of Wheat Chex to reach a beehive made of
Wheat Chex. Which type of creative execution does this commercial use?
Chapter 09 – Creative Strategy: Implementation and Evaluation
67. (p. 305) Mr. Peanut from the Planters Nut Company’s ads is an example of advertising that
uses _____ execution techniques.
68. (p. 305) _____ 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.
Chapter 09 – Creative Strategy: Implementation and Evaluation
69. (p. 305) Marlboro used a cowboy to advertise Marlboro cigarettes for a number of years.
This is an example of:
70. (p. 306) _____ is an advertising execution technique often used for emotional appeals. It
offers a viewer a form of mental escape and/or an opportunity to envision themselves in a
certain situation.
ad.