Chapter 19 Advertising, Sales Promotion, and Public Relations

61. Which of the following is an important guideline when
using fear appeal?
a) Be sure to make it appeal to children
b) Make the appeal so strong that it appears humorous
c) Don’t make the appeal so strong that consumers want
to avoid the advertisement
d) Avoid any reference to death or dying
e) All of the above are important guidelines when using
fear appeal

62. The testimonial type ads for carbon dioxide detectors
feature parents who are discussing the dangers of carbon monoxide poisoning. In
many of the ads, the homeowners tell the target audience how disaster can be
averted by purchasing and using the advertised product. Such advertisements are
using __________.
a) fear appeals
b) sex appeals
c) humorous appeals
d) family appeals
e) coercive appeals

63. The Partnership for a Drug-Free America ad above is an example of
which type of appeal?
a) Reminder
b) Fear
c) Sex
d) Advocacy
e) Objective

64. An ad for Conesco Insurance asks the question, “How
long will you wait to start planning for long-term care?” The ad shows an
elderly women being assisted by a nurse as she tries to win money on a game
show. The idea that she will not have the care she needs because she failed to
consider the future when she was young is an example of a __________.
a) rhetorical appeal
b) life cycle appeal
c) humorous appeal
d) sex appeal
e) fear appeal

65. The Diesel ad above is an example of which type of appeal?
a) Reminder
b) Fear
c) Sex
d) Advocacy
e) Logical

66. Which of the following statements describes a problem
with using sex appeals in advertising?
a) What men find sexy, women don’t
b) What women find sexy, men don’t
c) Sex appeal typically fails to gain audience
attention
d) The sex appeal of the ad can distract the audience
from the product
e) Sex appeals have no effect on senior citizens

Learning Objective: 2

67. In advertising, __________ suggest to the audience that
the product will increase the attractiveness of the user.
a) rhetorical appeals
b) logical appeals
c) humorous appeals
d) sex appeals
e) fear appeals

68. Many commercials that use sex appeals gain the attention
of the audience, but they __________.
a) contain no information to help consumers
b) do not appeal to either men or women
c) have little impact on how consumers think, feel or
act
d) wear out quickly, boring the consumer
e) don’t appeal to the Net generation

69. An ad for Hydrozycut, an advanced weight loss formula by
GNC, shows a beautiful woman who claims that she lost “an incredible 23
pounds”. This ad is using a __________.
a) rhetorical appeal
b) life cycle appeal
c) humorous appeal
d) sex appeal
e) fear appeal

70. The Geico ad above is an example of which type of appeal?
a) Reminder
b) Fear
c) Humor
d) Advocacy
e) Logical