Rational and emotional advertising appeals

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Reference no: EM133401179

Questions

1. An ad shows dandruff on Jim's shoulder. He is snubbed by his girlfriend, He then applies Head and Shoulders shampoo, and his dandruff disappears. His girlfriend is attracted to him again. This is an example of:

Scientific evidence

Dramatization

Testimonial

Slice-of-life

2. Marketers try to select spokespeople whose traits will maximize their message influence. The three categories of source attributes that should be considered during the selection process are:

Power, image and knowledge

Credibility, attractiveness, and power to influence

Credibility, recognizability, and individuality

Consistency, credibility, and continuity

3. Timberland Co. sells all-weather gear. For its advertising, it has developed an imaginary place called Timber Land, which is a utopian (not real) setting of extraordinary landscapes and crystal clear water. Its ads uses a(n) ____ execution style to get audience to envision themselves in Timber Land.

Imagery

Competitive advantage

Slice-of-life

Dramatization

4. Rational and emotional advertising appeals:

Can be combined since consumer' purchase decisions are often made on the basis of rational and emotional motives

Are essentially the same

Represent two distinctive approaches which can never be combined

Are often together only for low-involvement products

5. Which of the following is NOT an element of the promotional mix?

Packaging

Public Relations

Personal selling

Advertising

6. The creative themes of advertising are usually developed with the intention of being used for a long period of time. This statement falls under the category of:

Consistency across time

Consistency across executions

Consistency across media

None of these

7. Which of the following statements about "brand image" advertising is true?

Image advertising is used most often when there are significant functional or performance differences among brands

All of these statements about image advertising are true

Image advertising is often used when competing brands are difficult to differentiate on a functional or performance basis

Image advertising is most commonly used for business-to-business products

8. Which of the following statements provide a reason for why marketers may use emotional appeals?

The favourable feeling created by the appeal may transfer to the brand

Emotional appeals can create favourable mood states, which make consumers more receptive to an advertising message

Research has proven that emotional messages are better remembered than non-emotional messages

All of these are reasons why a marketer may use an emotional appeal

9. A new advertising campaign for Scott Towels included a sample of the paper towel as a page in the magazine, so you could feel how thick it is reinforcing the key message "getting you out of big messes". This approach describes a positioning by ______.

Attributes or benefits

Quality/price

Usage situation

Competition

Reference no: EM133401179

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