111. (p. 305) Which of the following statements describes a

111. (p. 305) Whichof the following statements describes a reason why companies such as Nike,Microsoft, and Mercedes-Benz are willing to pay large sums of money for theright to incorporate popular songs into their commercials?A. These songs may help their commercials break throughthe advertising clutter on television and attract consumers’ attention.B. These songs may activate a sense of nostalgia amongconsumers and create a positive mood that makes them more receptive to thesecompanies’ commercials.C. These classic songs may be very relevant to the imageor position the advertiser is trying to create for their company or brands.D. These songs can create positive feelings that makeconsumers more receptive to the advertising message.E. All of the abovestatements are reasons why companies pay large sums for the right to usepopular songs in their commercials.See also IMC Perspective 9-3.
112. (p. 305) Theplaying of the song “Like a Rock” in the broadcast ads for Chevrolettrucks is:A. used primarily to get attentionB. used primarily as background musicC. a central part of theadvertising messageD. unrelated to any market segmentation strategyE. accurately described by all of the aboveSee also IMC Perspective 9-3.
113. (p. 307) Awritten version of a television commercial that provides a detailed descriptionof its video and audio content is known as a:A. layoutB. jingleC. voice-overD. scriptE. storyboard
114. (p. 307) Oncethe basic script for a television commercial has been conceived, the writer andthe art director get together to produce a _____, a series of drawings used topresent the visual plan or layout of the commercial.A. transparency boardB. storyboardC. visual layoutD. layout synopsisE. thumbnail sketch
115. (p. 307) Duringwhich stage of commercial production process do activities such as editing,recording of sound effects, audio/video mixing, and agency approvaloccur?A. preproductionB. productionC. postproductionD. preparationE. incubation
116. (p. 307) Thecreative work of an advertising agency may be reviewed and evaluated by:A. brand managersB. advertising managersC. legal departmentsD. board of directorsE. all of the above
117. (p. 308) Duringthe 1999 Super Bowl many people saw and remembered the ad that showed former Supermanstar and then wheelchair-bound Christopher Reeves walking to a podium toreceive an award. Few people remember the product being advertisedbecause:A. the creative executionoverwhelmed the ad messageB. the creative approach was intended to support amarket aggregation strategyC. the creative message was absent from the adD. the informational appeal of the ad was missingE. of all of the above reasons
118. (p. 309) Whichof the following questions should be used as a criterion when evaluatingcreative output?A. Does the creative approach communicate a clear andconvincing message to the customer?B. Is the creative approach consistent with the creativestrategy and creative objectives?C. Is the creative approach appropriate for the targetaudience?D. Is the creative approach consistent with the brand’smarketing and advertising objectives?E. All of the abovequestions should be used as criteria when evaluating creative output.
119. (p. 309) Whichof the following questions should be used as a criterion when evaluatingcreative output?A. Does the creative approach create a segmentationbase?B. Is the creative approach consistent with that used bythe competition?C. Is the creative approachappropriate for the target audience?D. Does the creative approach support a marketaggregation strategy?E. All of the above questions should be used as criteriawhen evaluating creative output.