Florida State University ADV 3008 Ch

Florida State University

ADV 3008

Ch. 7 quiz

1)In which of the following product executions does a character encounter a problem, which is solved by using the product?

-              News

-              Reason why

-              Talking head

-                              Slice of life

2. The major difference between slice of life execution and a problem solving execution is that in slice of life execution           

-              The product is the hero

-                              The setting is an everyday situation

-              Music is seldom used

-              Product demonstrations are often included in the ad

3. Product demonstrations are often a part of which two executions?

-                              Slice of life and problem solving

-              Slice of life and reason why

-              Problem solving and news

-              Reason why and problem solving

4. Experts can be very effective spokespeople because of their                

-              High visibility

-              Strong emotional attachment with consumers

-              High level of credibility

-              All of the above

5. Because celebrities are very well known and there is a very strong emotional attachment to them their use in advertising serves as a form of _              

-                              Borrowed interest

-              Consumer segmentation

-              Subsidized product trial

-              End use

6. Using celebrities in advertising can be risky because  

-              Most of them lack a clear individual identity

-              There is a weak emotional bond between celebrities and the public

-                              Their private lives are public

-              They lack celebrity visibility

7. Consumer executions are generally more        than product executions

-              Memorable

-              Impactful

-                              Emotional

-              Common

8. One reason that humor in advertising is sometimes ineffective, is humor        

-              Not related to advertising

-              Not attention getting

-              Not distracting

-                              Very subjective

9. The more closely tied to sex a product is the more      an advertisement using a sexual execution will likely be

-              Ineffective

-                              Effective

-              Obvious

-              Unusual

10. Music in advertising can be effective when it              

-              Gets attention

-              Maintains continuity

-              Differentiates the brand

-                              All of the above