21. (p. 285) 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. A. feature B. favorable price C. news D. product popularity E. generic
21. (p. 285) 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.
A. feature
B. favorable price
C. news
D. product popularity
E. generic
22. (p. 285) The
computer software company Intuit runs an advertising campaign for Quicken that
emphasizes the fact it is the most preferred and best selling brand of
financial software. This is an example of what type of advertising
appeal?
A. emotional
B. teaser
C. product popularity
D. transformational
E. favorable price
23. (p. 270) Advertising
appeals that relate to consumers’ social and/or psychological needs for
purchasing a product or service are known as _____ appeals.
A. informational
B. rational
C. irrational
D. emotional
E. feature
24. (p. 285) Which
of the following statements provides a reason for why marketers may use
emotional appeals?
A. The favorable feeling created by the appeal may
transfer to the brand.
B. Emotional appeals can create favorable mood states,
which make consumers more receptive to an advertising message.
C. Research has proven that emotional messages are
better remembered than non-emotional messages.
D. Emotional appeals can create feelings or images that
are activated when consumers use the brand.
E. All of the above are
reasons why a marketer may use an emotional appeal.
25. (p. 285) Advertisers
frequently use emotional appeals to advertise their products and services
rather than rational appeals because:
A. consumers’ motives for purchase decisions are often
rational in nature
B. consumers’ feelings
about a brand can be more important than their knowledge of its features or
attributes
C. emotional appeals to consumers often are less
effective when brands are similar
D. emotional appeals are often less exciting and
interesting than rational appeals
E. emotional appeals cannot help differentiate brands
that consumers view as somewhat homogenous
26. (p. 285) Advertisers
create emotional advertising appeals by:
A. using humorous advertisements
B. using sexual appeals
C. using transformational advertising
D. creating favorable mood states
E. doing all of the above
27. (p. 285) 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:
A. informational integration
B. rational integration
C. mood transfer
D. emotional integration
E. outcome integration
28. (p. 285) 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.
A. informational integration
B. rational integration
C. mood transfer
D. emotional integration
E. outcome integration
29. (p. 286) 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.
A. rational
B. transformational
C. nostalgic
D. affective
E. informational
30. (p. 286) _____
advertising attempts to make the experience of using a product or service
richer, warmer or more exciting.
A. Informational
B. Competitive advantage
C. Transformational
D. Image
E. Rational
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