1 Advertisers create emotional advertising appeals by:
using humorous advertisements
using sexual appeals
using transformational advertising
creating favorable mood states
2) Media options include
television
direct marketing
newspapers
transit advertising
all of the above
3) Which of the following is an example of a personal channel of communication?
salesperson
newspaper
radio
magazines
television
doing all of the above
4 Which of the follwoing is the best example of a celebrity endorser enhancing consumers' perceptions of the performance capabilities of a product?
professional golfer Arnold Palmer endorsing Pennzoil motor oil
former boxer George Foreman endorsing Meineke automobile repair service
actress Catherine Zeta-Jones endorsing a mobile phone service
model Cindy Crawford endorsing Revlon cosmetics
racecar driver Ward Burton endorsing Ferris brand lawn mowers
5 Which of the following statements about feature appeals is true?
Feature appeals tend to be very informative and present a number of attributes that can be used as the basis for a rational purchase decision.
Feature appeals are never used for technical and high-involvement products.
Feature appeals can be used for advertising a product but not a service.
Feature appeals never focus on attributes or benefits that are important to consumers.
All of the above statements about feature appeals are true.