The advertising message admonition, "People are not looking for quarter-inch drill bits; they are looking for quarter-inch holes," suggests that advertising messages need to
B.focus on quality.
C.inform consumers about opportunities.
D.focus on solving problems.
E.engage in mild puffery.
62.Neville is trying to create an advertising message that tells consumers how his company's cell, pager, instant messaging, and Internet services differ from other alternatives in the market. Neville is trying to create a(n)
A.unique selling proposition.
B.proportional benefit communication.
C.institutional advertising message.
E.flighting ad strategy.
63.Walmart's "Everyday low prices" selling proposition is effective primarily because it is
A.unique to the industry.
B.meaningful to the consumer.
C.variable over time.
D.a one-time message.
64.__________ appeals help consumers make purchase decisions by offering facts in advertising messages and strong arguments built around relevant issues, explaining key benefits of the firm's products and services.
65.Estella is trying to create an advertising message that communicates the tangible features of her company's laptop computers, telling consumers about the relative advantages of her products as compared to other offerings in the market. Estella is trying to create a(n) __________ appeal.
66.Jamara knows that his spring-break travel packages are the best deal on campus. He also knows his competitor is sloppy, often waiting until the last minute to provide the needed tickets and documents to students buying his island packages. Jamara wants to develop an advertising message that emphasizes the key benefits he provides. He will develop a(n) __________ appeal.
67.Danielle is creating an advertising message designed to appeal to consumers' fears of having their home broken into. Danielle's message will focus on a(n) __________ appeal.
68.The key to a successful emotional advertising appeal is to use the emotion to
A.make consumers cry.
B.create a bond between the consumer and the brand.
C.get consumers to think about the benefits of the product.
D.balance social marketing with product-focused advertising.
E.deliver a logical message.
69.An emotional appeal aims to satisfy consumers' __________, whereas an informational appeal speaks to consumers' __________.
B.institutional focus; personal focus
C.personal desires; utilitarian needs
D.top-of-the-mind awareness; bottom-of-the-mind reactions
70.Automobile manufacturers often use television advertising showing an attractive man or woman driving the manufacturer's stylish new car on a winding road along an ocean vista. These types of ads have __________ appeal.
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