Ad advertisement for Imodium A-D anti-diarrheal medicine compares having to take two pills to several spoonfuls of the pink stuff.. Which type of comparative advertisement is this?
a. direct
b. indirect
c. subtle
d. inoffensive
e. stealth
Question 2The ability of a package to evoke desire is an example of _____.
a. visibility
b. information
c. emotional appeal
d. workability
e. gestalt
Question 3The practice in which advertisers directly or indirectly compare their products against competitive offerings, typically claiming that the promoted item is superior in one or several important purchase considerations, is called _____.
a. competitive advertising
b. head-to-head advertising
c. comparative advertising
d. frontal-attack advertising
e. attack advertising
Question 4Slogans on packages are best used when _____.
a. the other primary marcom tool that is being used is personal selling
b. trial purchase has already been generated through sales promotion
c. the manufacturer is using a push strategy
d. the brand is in the introductory stage of the product life cycle
e. a strong association has been built between the brand and the slogan through the use of advertising
Question 5Which communication function do many advertising practitioners and scholars think music performs?
a. attracting attention
b. putting consumers in a positive mood
c. making consumers more receptive to message arguments
d. communicating meanings about advertised products
e. All of these are correct.
Question 6_____ signifies the ability of a package to attract attention at the point of purchase.
a. Visibility
b. Information
c. Emotional appeal
d. Workability
e. Gestalt
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