Question 1

    _____ refers to the extent to which an ad contains elements that are novel, different, or unusual.
    	
    	Divergence
    	
    	Relevance
    	
    	Illumination
    	
    	Animatic
    	
    	Positioning

1 points
Question 2

    _____ is a research method whereby a group of 10 to 12 consumers from the target market are led through a discussion regarding a particular topic.
    	
    	Ethnographic research
    	
    	Focus group
    	
    	Animatic
    	
    	Quantitative research
    	
    	Perceptual mapping

1 points
Question 3

    An idea develops during the _____ step of the creative process.
    	
    	reality
    	
    	illumination
    	
    	verification
    	
    	originality
    	
    	immersion

1 points
Question 4

    _____ is viewed as "something that moves people, speaks to their wants or needs, and excites their interest."
    	
    	Advertising appeal
    	
    	Execution style
    	
    	Creativity
    	
    	Big idea
    	
    	Needledrop

1 points
Question 5

    When 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.
    	
    	reminder
    	
    	transformational
    	
    	teaser
    	
    	emotional
    	
    	cognitive

1 points
Question 6

    _____ are words in the leading position of a print advertisement that are likely to be read first.
    	
    	Headlines
    	
    	Body copies
    	
    	Subheads
    	
    	Layouts
    	
    	Primary copies

1 points
Question 7

    Straight-sell message executions are commonly used with _____ advertising appeals.
    	
    	informational
    	
    	emotional
    	
    	teaser
    	
    	transformational
    	
    	emotional integration

1 points
Question 8

    An ad for Ford Focus shows four college-aged students hunting for a parking place in a large, nearly full parking garage. When they finally find a spot and put the car in place, they discover that it is such a tight fit that they can't open the car doors to get out. A moment of concern is followed by a moment of enlightenment when one of them remembers the hatchback. The commercial ends with them all leaving the parked car through the hatchback. This commercial is a(n):
    	
    	dramatization with a humorous appeal.
    	
    	animation with the intent of creating a personality brand.
    	
    	slice-of-life with a fear appeal.
    	
    	demonstration with an emotional appeal.
    	
    	straight sell with a humorous appeal.

1 points
Question 9

    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.
    	
    	transformational
    	
    	reminder
    	
    	rational
    	
    	emotional integration
    	
    	teaser

1 points
Question 10

    The state of Colorado runs an ad which shows an obviously scared third grader getting ready to go on stage for his first public stage appearance. He is dressed to look like a carrot. The ad tells the reader that being a third grader is much more stressful than we remember and causes us to have great sympathy for the young man dressed in the ridiculous costume. The tag line at the end of the ad reads, "Your kids need a carefree Colorado vacation as much as you do." This is an example of the:
    	
    	dramatization technique.
    	
    	testimonial technique.
    	
    	fear technique.
    	
    	personality symbol technique.
    	
    	scientific evidence technique.