21 Jan E. the product is more important t

41. (p. 289) Well-known brands and market leaders often run ads that do not use any specific types of appeals but rather focus primarily on keeping their brand name in front of consumers. This type of advertising is known as _____ advertising.
A. teaser
B. reminder
C. repetitive
D. popularity
E. brandstanding

42. (p. 289) 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.
A. transformational
B. reminder
C. curiosity
D. emotional integration
E. teaser

43. (p. 289) Ads for Oneida flatware 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.
A. transformational
B. reminder
C. curiosity
D. emotional integration
E. favorable price appeal

44. (p. 289) _____ 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.
A. Reminder
B. Teaser
C. Curiosity
D. New product
E. Rational appeal

45. (p. 289) 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.
A. reminder
B. teaser
C. transformational
D. favorable price appeal
E. news appeal

46. (p. 290) When the 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.
A. reminder
B. transformational
C. teaser
D. emotional
E. cognitive

47. (p. 290) Which of the following statements about the use of teaser advertising is true?
A. Teaser ads cannot be used to draw attention to and generate publicity for an upcoming advertising campaign.
B. Teaser ads do not work well because consumers really do not pay much attention to advertising.
C. Teaser ads can be effective but marketers must be careful not to use them too long.
D. Teaser ads usually offend consumers.
E. None of the above statements about the use of teaser advertising is true.

48. (p. 290) The argument by famous advertising copywriter David Ogilvy that “what you say in advertising is more important than how you say it” suggests:
A. advertising appeal is more important than the way it is executed
B. advertising execution is more important than the appeal
C. advertising appeals and executions are equally important
D. advertising execution is more important than message content
E. the product is more important than the creative appeal

49. (p. 290) An advertising execution technique that relies on a straightforward presentation of information concerning the product or service is called a(n):
A. straight-sell or factual message
B. demonstration
C. testimonial
D. dramatization
E. animation of key benefits approach