Reference no: EM13266666

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.