Group 2
Cher Bayley
Haleigh Shortnacy
Amanda Karcasinas
Zachary Marshak
Curtis Gardner
Chapter 9 Quiz
1. At the broadest level, advertising appeals are broken down in to what two approaches?
a.
b.
c.
d.
Rational and Emotional
Internal and External
Aesthetic and Verbal
Persuasive and Humorous
2. The _________ refers to the approach used to attract the attention of consumers and/or to
influence their feelings toward that product, service, or cause.
a.
b.
c.
d.
Advertising Appeal
Consumer Appeal
Physical Appeal
Media Appeal
3. Focusing on the consumer’s practical, functional, or utilitarian needs for the product or service is
considered?
a.
b.
c.
d.
Informational/Rational Appeals
Emotional Appeals
Both a & b
None of the above
4. Focusing on the consumer’s social and/or psychological needs for purchasing a product or
service is considered?
a.
b.
c.
d.
Informational/Rational Appeals
Emotional Appeals
Both a & b
None of the above
5. An appeal that relates to the customers' social and/or psychological needs for purchasing a
product or service
A. Emotional Appeal
B. Physical Appeal
C. Abstract Appeal
D. Demonstrative Appeal
Group 2
Cher Bayley
Haleigh Shortnacy
Amanda Karcasinas
Zachary Marshak
Curtis Gardner
6. These are all examples of how an advertising message can be presented or executed except
A. Think Tank
B. Demonstration
C. Straight Sell or Factual Message
D. Humor
7. When a person praises a product or service on the basis of his or her personal experience it is
known as
A. Testimonial
B. Humor
C. Comparison
D. Slice of Life
8. The main text portion of a print ad is referred to as
A. Body Copy
B. Subheads
C. Visual Elements
D. Me
9.What type of advertising has the objective of building brand awareness and/or keeping the
brand name in front of the consumers?
A.) reminder advertising
B.) teaser advertising
C.) advertising appeal
D.) none of the above
10.An advertising message can be presented or executed in which of the following ways?
A.) Scientific/technical evidence
B.) Using a comparison
C.) Using a testimonial
D.) All of the following are ways a message could be presented
11. Which type of advertising tries to build curiosity, interest and/or excitement about a product
or brand by talking about it but not actually showing it?
A.) reminder advertising
B.) advertising appeal
C.) teaser advertising
D.) none of the above
Group 2
Cher Bayley
Haleigh Shortnacy
Amanda Karcasinas
Zachary Marshak
Curtis Gardner
12. What is the most basic level of relationship a consumer can have with a product or brand?
A.) product benefits
B.) personality
C.) emotions
D.) none of these are levels of relationships
13. _________ advertising is designed to illustrate the key advantages of the product/service by
showing it in actual use or in some staged situation.
A. Benefit
B. Demonstration
C. Key advantage
D. Situational
14. What offers a direct way of communicating a brand’s particular advantage over its
competitors; often used to execute competitive advantage appeals?
A. Brand Comparison
B. Differences
C. Brand naming
D. Advantages
15. What is it called when a person praises the product of service on the basis of his or her
personal experience with it?
A. Experience
B. Life lesson
C. Testimonial
D. Autobiography
16. Scenes drawn by artist or created on the computer, and cartoons, puppets, or other types of
fictional characters are called what?
A. Drawings
B. Art
C. Symbols
D. Animations
17. One of the first decisions that has to be made in planning a TV commercial is the type of
______ and _________ style that will be used.
A. approval; creative
Group 2
Cher Bayley
Haleigh Shortnacy
Amanda Karcasinas
Zachary Marshak
Curtis Gardner
B. appeal; creative
C. appeal; execution
D. approval; execution
18. A written version of a TV commercial that provides a detailed description of its video and
audio content is called a:
A. layout
B. copy
C. script
D. storyboard
19. A term used by golfers for ascore of eight on a hole:
A. horrible
B. infinity
C. snowman
D. big bear
20. The ultimate responsibility for determining whether an ad deceives or offends the target
audience lies with the:
A. ad’s content
B. ad agency
C. client
D. company
Group 2
Cher Bayley
Haleigh Shortnacy
Amanda Karcasinas
Zachary Marshak
Curtis Gardner
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
Answers:
A
A
A
B
A
A
A
A
A
D
C
A
B
A
C
D
C
C
C
C