Newtons Second Law of Motion Lab Report Example | Topics and Well Written Essays - 1000 words

Newtons Second Law of Motion - Lab Report Example In this lab experiment, we shall focus on the validation of this law by applying the behavior of an almost frictionless motion of a car on a horizontal aluminum track and a constant force T will be applied on the car. This motion will be recorded by a motion sensor and used to analyze this law. From the experiment and data analysis above, a number of things can be noted. The value of gravitational acceleration in the constant mass of the moving system is greater than the expected value of 9.81m/s2. This means that an increase in the value of gravitational acceleration is directly proportional to the net force. An increase in the net force will cause an increase in the gravitational acceleration. In the second experiment, the value of gravitational acceleration towards the sensor is higher as compared to the value of gravitational acceleration away from the sensor. An explanation to this phenomenon can be attributed to the fact that for an object at rest, the force of gravity acts on that particular objects but on the other hand, a counteractive force from the surface acts on it. For an object on a slope, some of the gravitational force is acted upon by the gravitational force that is provided by the slope. The remaining force may force it to move down slope and hence the data collected. This proves that Newton’s second law is followed

Harassment Essay Example for Free

Harassment Essay Harassment at the workplace is one of the major issues that the hospitality industry faces. According to Yeung (2004), the hospitality industry has such peculiar characteristics that make ethical issues particularly important. Drawing on various studies conducted by among others Vallen and Casado, Weaver et al, Enghagen and Hott, and on the basis of his own studies, Yeung (2004) particularly identifies issues such as sexual harassment, and harassment on the basis of race and ethnic affiliation as one of the most outstanding issues in the hospitality industry. According to Perry (2008), employee harassment within the hospitality industry is rampant, and takes the form of gender, racial, or ethnic discrimination. While cases of harassment in other industries are declining, in the hospitality industry employee harassment cases are on the rise (Perry, 2008). This can be attributed to various reasons, chief of which is the fact that the hospitality industry is characterised by a rich ethnic diversity. With many ethnic groups working together within the restaurant setting, for example, Perry (2008, p. 2) writes that â€Å"the friction that commonly occurs between the kitchen and waitstaff often manifests itself in insults and epithets which target race, ethnicity and gender. † Additionally, managers in the hospitality industry have taken to socializing with or dating non-management employees, many of whom are in their teens or pre-teen years, which has the potential of triggering off a sexual harassment lawsuit (Perry, 2008). Another equally important contributory factor to the high levels of employee harassment within the hospitality industry has to do with the dysfunctional rates of employee turnover within the hospitality industry. In the UK for example, Anonymous (2006) estimates that employee turnover is so high that by 2014 an extra 850,000 employees would be needed by the UK hospitality industry. According to Perry (2008), the fact that many employees are leaving the industry, and many others joining the industry, makes it extremely difficult to tailor training programs such as gender awareness training, which has in turn led to the runaway rates of harassment cases. Yet another feature of the hospitality industry is that it is frequented by a lot of young employees, most of whom are in their teens, and for whom subjects as who is sleeping with who are popular topics with them, a factor that has in many ways helped spark off lawsuits even in cases where such claims have merely been rumors (Perry, 2008). According to Rocsigno, Lopez and Hodson (2009), harassment at the workplace is triggered off by events that are both external and internal to organizations. Harassment can occur in three ways. It can be a top down process (where subordinate employees are harassed by their managers or supervisors), lateral (where subordinate employees are harassed by their own peers), or a bottoms up process. According to Eaton (2004), within the hospitality industry, non-employees (guests) may also direct harassment at employees. Eaton (2004) states that while the law is very unequivocal when it comes to the need for establishments within the hospitality industry to both prevent and remedy sexual harassment in the workplace when carried out against employees by other employees or supervisors, when it comes to harassment against the employees by guests, it is more interested in what the hospitality operator did to remedy the complaint rather than what he did to prevent it. The law requires that the operators take â€Å"reasonable cause† to remedy such situations, but what is reasonable is left to the discretion of the judge or jury. Ajagunna (2006, p. 259) also states that guests may be harassed and draws on a study he conducted on the impact of harassment of tourists in Jamaica by â€Å"beach boys, street vendors, art and craft vendors, taxi operators and beggars† Roscigno, Lopez and Hodson (2009) identify various manifestations of harassment at the workplace ranging from physical assault to the understated extreme of psychological attacks. In between, we have forms such as constant criticism of the employees or unwarranted disparagement of their opinions. Verbal attacks, the use of demeaning language against an employee, disgraceful comments about the person, or isolation of the employee are other manifestations of harassment. Additionally, employees may be harassed by being made the subject of practical jokes, by being overworked, or being subjected to unreasonable pressure or being given unreasonable deadlines. Other common ways through which employees are harassed include sabotaging their work, imposing responsibilities that are way beyond their ability to perform, or being excessively monitored by their managers or supervisors. Causes of harassment In their evaluation of harassment at the workplace, Roscigno, Lopez and Hodson (2009) explain that harassment occurs when offenders get the chance to hit out at their victims because capable guardians are not present. In such an instance, junior employees are powerless against their supervisors or managers, who can then harass them at will. Towards this end, the writers identify various causes of harassment, the first one of which is race and ethnicity. While an employee’s race and ethnicity accentuates the disparities between him and his fellow employees in as far as status and power are concerned, it makes the employee an easy and soft target for harassment, especially in the event that the employee is a member of a minority group. These employees tend to be more isolated from the dominant groups leading to a high degree of harassment against them (Roscigno, Lopez and Hodson, 2009). One’s gender also plays a big part in influencing harassment at the workplace, with female employees often bearing the brunt of unwelcome sexual advances which may be displayed through touching, the use of off-color jokes, the display of material with explicit sexual content, and so on (Roscigno, Lopez and Hodson, 2009). In particular, Eaton identifies two kinds of sexual harassment recognized by law: the â€Å"quid pro quo† type where sexual favors are either explicitly or implicitly solicited in return for a job or a job benefit, and the use of unwelcome physical or verbal behavior against an employee by virtue of his or her gender, and which is detrimental to him or her. Harassment also results from occupational and status disparities. Rocsigno, Lopez and Hodson (2009) report that lower cadres of employees are often measly wages and allowances, and given that they report to supervisors who wield a lot of influence and authority, they are easy targets of harassment. Conversely, the authors write that employees who possess high levels of education are not easily amenable to harassment for the reason that they tend to be more conversant with employee protection rights as well as with grievance procedures (Rosigno, Lopez and Hodson, 2009). Rocsigno, Lopez and Hodson (2009) also identify high levels of job insecurity as a contributor to harassment at the workplace. They adduce documentary evidence to show that increasing job insecurity at the workplace has sparked off increases in workplace harassment. For example, an increasingly competitive environment has led to many organizations outsourcing some of their non-core functions, in the process laying off some of their workers and increasingly making use of contingent employees. According to Rocsigno, Lopez and Hodson (2009), many employers are exploiting the fear employees have of losing their jobs to make them agree to things they would ordinarily not assent to. The writers indicate that the use of explicit or implicit sack threats to get workers doing what their employers or supervisors want is rife. Contingent workers also perform work that is of low value, and are more amenable to intimidation by their employers (Rosigno, Lopez and Hodson, 2009). Yet another cause of workplace harassment identified is that where employees harass their fellow employees because they are in competition and feel threatened that their fellow employees are better than them and are thus likely to make them look bad (Rosigno, Lopez and Hodson, 2009). In addition, the organization culture espoused or enacted by the hospitality establishment also plays a big rile in either contributing to or lessening harassment at the workplace. For example, an organizational culture that seeks to exercise high control of employees (through the use of techniques such as standard operating procedures and excessive supervision) is likely to result in higher incidences of harassment at the workplace as opposed to those which seek to empower rather than control. Another aspect of the organization that has been found to be critical in either ameliorating or worsening harassment is how well organized and articulate the procedures in the organization are, with chaotic procedures often contributing to higher levels of harassment (Rosigno, Lopez and Hodson, 2009). As mentioned earlier, Rocsigno, Lopez and Hodgson (2009) have attributed workplace harassment to powerlessness, where sufficiently motivated harassers take advantage of the absence of a capable guardian to harass their victims. An example of a capable guardian is the trade or labor union, which has helped reduce workplace harassment through their grievance procedures and their capacity to offer arbitration in dismissal cases. Rocsigno, Lopez and Hodson (2009) however report that in recent times the influence and sway of the trade union movement has considerably weakened a factor that has also had some effect in increasing harassment cases. Other capable guardians identified include the extent of accountability which employers or supervisors have towards their employees, and the strictures put in place by the organization to guarantee the rule of law within the organization (Rosigno, Lopez and Hodson, 2009). Impact of harassment Harassment at the workplace has very costly ramifications for establishments within the hospitality industry. According to Perry (2008), workplace harassment has been known to exact a huge financial toll on organizations. Establishments within the hospitality industry have been known to fork out millions of dollars to settle legal bills for the organization and claimants, as well as damages arising from harassment at the workplace. Perry estimates that the average cost of settling a harassment claim exceeds $300,000. An example is given of the Tavern on the Green, a hospitality establishment in New York’s Central Park which settled a sexual and racial discrimination suit brought against it by the Equal Employment Opportunity Commission (EEOC) for S$2.  2 million (Perry, 2008). Apart from the financial toll that employee harassment exacts from the organizations, it also affects employee productivity and morale. When employees feel harassed and harbor the perception that their employers are not interested in looking after their interests, their morale and job satisfaction suffers, leading to dwindling productivity. Harassment also leads to higher turnover rates, which also increases costs (such as recruitment and training costs) for hospitality establishments (Perry, 2008). According to Perry (2008), harassment cases also lead to the disruption of business and operations of hospitality establishments, since it forces some key personnel to take time off to help prepare the defense of the establishment. Moreover, harassment cases generate a lot of adverse publicity for the establishments, which has the capacity to bring them down, given the fact that hospitality establishments such as restaurants depend very much on having a good reputation (Perry, 2008). According to Vaez, Ekberg, and LaFlamme (2004), employees who fall victim to harassment normally predisposed to a higher risk of suffering from stress and psychological unease. They exhibit higher rates of absenteeism and typically have higher employee turnover rates than those employees who are not subjected to intimidation. High rates of absenteeism not only mean lost incomes for the employees (many of whom are paid on an hourly basis for the days they attend work), but also to lost productivity for the organizations. Vaez, Eckberg and LaFlamme (2004) also write that employees subjected to harassment normally suffer from lower levels of self esteem and confidence, and are more predisposed to suffering from sleep disorders, digestive problems, musculoskeletal illnesses, and phobias. This inevitably leads to higher medical expenses for both the employees as well as the organization. Measures to reduce harassment There are several measures which establishments within the hospitality industry can take in order to minimize the effects of workplace harassment. According to Perry (2008), hospitality establishments need to formulate written policies which clearly articulate that recruitment, hiring, firing and other HR practices will not be influenced by gender, age, religious, or racial considerations but will be purely based on merit. Having formulated such policies, the establishments need to ensure that the policy is enforced and to undertake regular audits to determine whether the policy is being followed or not. All employees should be made aware of the policy and must sign against it (Perry, 2008). As a way of minimizing workplace harassment to the bare minimum, hospitality organizations will also need to set up third party channels such as employee hotlines, where cases of harassment can be reported. Additionally, the organizations must also ensure that formal complaint procedures are in place and that they are known by all employees (Perry, 2008). According to Perry (2008), hospitality organizations need to offer training to their employees to educate them of the need to refrain from practices that can constitute harassment. Training the employees will not only help provide a valid defense but will also be useful in helping employees â€Å"to recognize their own unconscious motivations and how to avoid interacting in ways that can be offensive to other people† (Terry, 2008, p. 45). The training should cover all the harassment laws, and should be offered both to employees in management positions and subordinates. In the event that cases of harassment are reported, the organization’s response will also count for a lot. In such instances, the organizations must move with speed and investigate such complaints objectively and fairly, preferably by a person who is not a member of the management team such as an external consultant or the human resource head. As Perry (2008, p. 45) writes, Employers who have happy employees who respect each other and interact well are likely to retain them longer. Fair treatment goes a long way toward being the employer of choice.

Embryonic Stem Cell Research :: Argumentative Persuasive Topics

Americans are asked by the media to support embryonic stem cell research (ESCR) that uses human embryos. Many Americans favor ESCR because of the potential for benefiting people in need, people racked by disease. This essay goes beyond the emotional issues surrounding ESCR and informs the reader of the scientific background so that he is capable of making a well-informed decision about ESCR. Â   In August of last year, President Bush approved the use of federal funds to support research on a limited number of existing human embryonic stem cell lines (Bush). The decision met with notably mixed reactions. Proponents of embryonic stem cell research argue that restricting federal funding to a limited number of cell lines will hamper the progress of science, while those opposed insist that any use of cells derived from human embryos constitutes a significant breach of moral principles. It is clear that pressure to expand the limits established by the President will continue. It is equally clear that the ethical positions of those opposed to this research are unlikely to change. Â   Regrettably, much of the debate on this issue has taken place on emotional grounds, pitting the hope of curing heartrending medical conditions against the deeply held moral convictions of many Americans. Such arguments frequently ignore or mischaracterize the scientific facts. To arrive at an informed opinion on human embryonic stem cell research, it is important to have a clear understanding of precisely what embryonic stem cells are, whether embryonic stem cells are likely to be useful for medical treatments, and whether there are viable alternatives to the use of embryonic stem cells in scientific research. Â   Embryonic development is one of the most fascinating of all biological processes. A newly fertilized egg faces the daunting challenge of not only generating all of the tissues of the mature animal but organizing them into a functionally integrated whole. Generating a wide range of adult cell types is not an ability unique to embryos. Certain types of tumors called teratomas are extraordinarily adept at generating adult tissues, but unlike embryos, they do so without the benefit of an organizing principle or blueprint. Such tumors rapidly produce skin, bone, muscle, and even hair and teeth, all massed together in a chaotic lump of tissue. Many of the signals required to induce formation of specialized adult cells must be present in these tumors, but unlike embryos, tumors generate adult cell types in a hopelessly undirected manner.

Engineering Project Management Essay

Typical Practice Estimating time to undertake design and drafting tasks, such as the crafting of blueprints for the construction of wooden furniture (e.g. stool, desk, chest) by an expert and the creation of blueprints for buildings of commercial establishments by an architect, requires the method of estimating labor costs. After all, cost estimates require time estimates.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Computing the labor cost (technically called as the direct labor cost in management accounting) proceeds by adding the worker’s base rate and indirect payroll costs, such as government securities and insurance. The result is multiplied with the worker’s labor hours. The product of the operation is the labor cost. If labor cost is known and the estimated labor hour is unknown, the manager only has to work around the equation to obtain the estimated time of performing the task. This is the easiest method for the manager, and also the most unreliable because it relies on past data of labor costs. It relies on past data of labor costs because an empirical method is needed, which this method does not include. In such a case, this method is just mere ‘speculation’. It is not an ‘estimation’ in the proper sense of the term because there are no trials and errors done to gather data. From this, there is also a differentiation between ‘past data’ and ‘empirical data’. Past data are also empirical data, but they are gathered in the past, therefore acquiring a less accurate information. Empirical data, after all, require certain use of tools to be obtained. Also, it is unreliable because if the company is new, it cannot use this method—there is no recorded information regarding past operations. Only a long-existing company can benefit from this method of estimating labor hours.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   One problem in estimating the time and cost in performing design and drafting jobs is that managers can only speculate about the amount of time required by a specific job. For instance, the manager of a firm that designs and produces musical instruments can not know exactly how long in a day can a staff of twenty finishes a certain number of musical instruments. Time is a variable that depends on the quality and quantity of tools, materials, equipment, and workers assigned in performing tasks. In the example of designing musical instruments, the manager should know how long each instrument is designed in its entirety by a specific worker. It would help to get an average rate for this. Afterwards, the average rate will be multiplied to the number of instruments to be designed. If one stops here, this is an incomplete method of computing labor time. The manager should get the time it took the labor to prepare for the task, and how long it took him to bring the musical instrument to the corresponding collectors of the aforementioned products in the management system. Then, the sum is multiplied with the distance of the labor from the shop or wherever he is taking the musical instruments. The resulting product is then added to the product of the average rate and the number of instruments to be designed. Another method in estimating the labor time is by taking the average hours of preceding homogenous tasks. In creating a musical instrument, the manager gets the time it took for a worker to complete one instrument. He then obtains data from the proceeding tasks. By getting the average of the values, we obtain the average hours. Variability and Contingencies The accuracy of the first method is low. First, there is a huge possibility of error in relying past data or performance. A company that designs cars ought to measure the time and cost of labor through direct empirical methods, such as obtaining the rates by which workers accomplish their jobs. However, this method depends on the accuracy of historical data. If historical data are inaccurate, there is a 100% tendency that the result of using this method will produce inaccuracies. This is not recommended for companies because it is not an engineering standard.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The second method is more empirical and far more accurate than the first method. Considering the computation of the average rate, one can not be sure of the precision of this statistical tool. Using the mean, median or mode as a way to produce data for the estimation of the time and cost of labor is inefficient. It is recommended that a variance analysis be conducted so that deviations will be taken into consideration. After all, workers are not robots. They have higher levels of inefficiency and inconsistency of output. A worker has fluctuating labor rates. The time he finishes a job fluctuates in hours or minutes, thereby changing the amount of labor cost. Using the variance analysis as a statistical method in obtaining work rates is more efficient. When this is done, it makes the second estimation method more accurate because deviant cases, or changes in time and labor costs, are taken into consideration. The variance analysis can also be applied on the third method, which also relies on using the mean, median or mode. Since averages are less reliable than doing a variance analysis, the third method can be inaccurate. More statistical methods are needed. Monitoring and Updating As the design and drafting tasks proceed, the practices used to update estimates are the following: regular, intermittent, and periodical recording of average rates in designing and drafting jobs. The practice of having a regular recording system, which requires inputs for every day of labor, is the most accurate but also the most costly. Therefore, it is far from inefficient. Only a huge company can take advantage of this, if there is a high risk involved in not monitoring the time and cost of labor.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   An intermittent recording practice entails intermediate accuracy and cost. This requires inputs every week, month or quarter of the year, depending on the needs of the company to monitor the progress of the fluctuations in time and cost of labor.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   A periodical recording practice is the least costly, but has the risk of being inaccurate because it does not measure everything. It only measures the fluctuations in time and cost of labor between points in time, and not within a span of time. References: Baskette, C. (2006). Avoided cost estimation and post-reform funding allocation for California’s energy efficiency programs. Electricity Market Reform and Deregulation, 31, 1084-1099. Farsi, Mehdi. (2006). Cost efficiency in the Swiss gas distribution sector. Energy Economics, 28, 1050-1062. ASSIGNMENT 2 (Y) Basis for Project Methodology The specific method chosen for a certain project is based on the inherent characteristics of that project. There are as many methods as there are kinds of projects. The basis for choosing a method depends on the variables that differentiate one project from another, like the level of complexity involved in the activity.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The following is the list of factors that may be the basis of project methodology: Project area Level of complexity Type of communication used   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   One of the many considerations in project methodology decision-making is the project area. Is the project small, medium, or large? Even this question requires some thinking, since the size of a project is arbitrary. It depends on the sizes of other projects the manager or company considers as points of comparison. The area of the project may mean the geographical area concerned. For instance, an electric company that aims to build a network of electric facilities may be one kilometer by 500 meters. Judging whether this is small, medium, or large varies from one project to another. There may have been other similar projects built, requiring only two or three hectares of land. In such cases, this project may be considered large in area.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The area can also be seen in terms of influence. In the example of an electric company building a network of electric facilities, the area may mean the number of households it would serve. Again, judging whether a number of ten-thousand households is small, medium or large depends on other similar projects made.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Another basis is the level of complexity involved in the project. Complexity can be measured by how many interactions among units are required to accomplish a task, and judging the data whether the project system is simple or complex. In the above example, measuring the complexity of building a network of electric facilities may require determining the organization of managers and workers that are involved in the project. Some organizations interact according to hierarchy. These kinds of organizations tend to be simple because there are defined ways on how the units interact among one another. Some, which are more complex, require units to interact in different ways. To put it concretely, let us say that the electric company assigns the maintenance department to be always under the engineering department, which means that the staff would only take commands from the latter. This is a simple scenario. A complex scenario would be when the company assigns the maintenance department to communicate with the other divisions of the company in accomplishing its own task. The connection between complexity and method is that the complexity determines the method. After knowing a project’s level of complexity, the method may then be configured depending on this information.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The third basis is communication. What is the message of the project? What are the kinds of media used? For whom is the message? These are significant things to take in mind when characterizing what sort of communication exists in an activity. Is the electric company making use of an intranet, which simplifies complex interactions? What tools are used for one division to communicate with another? Are telephones preferred over online chatting between departments?   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   It is also significant to determine the contexts in which communication occurs. Is it one-to-one, one-to-many, or many-to-many? Determining this also affects the level of complexity of the project. A one-to-one communication is simple but slow and inefficient. A one-to-many communication is fast and efficient, but the message reception loses quality. Many-to-many communication is fast and complex, thereby increasing the level of complexity in the project. Decisions regarding matters on communication are only part of choosing what methodology to use. Criteria for Best Project Methodology In order to illustrate how one method is better than another given a specific project, let us take the following popular methods in project management: Waterfall Development, Rational Unified Process, and Extreme Programming (Asrilhant, 2005). These are the best methods in project management because they generally are flexible to different factors, like budget and project size. They compliment each other. One strategy’s weakness is another’s strength.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   If the project has high budget, one may say that the Waterfall Development is the best method for it. That is because this method requires little or zero corrections in inputs. This is possible because the planning function of the management is more crucial. A low budget means a high risk to undertake the project. Therefore, quality planning is indispensable.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   For instance, if the electric company funds a 5-hectare electric network facility 30% lower than similar projects, the management has to undertake Waterfall Development. This means the planning function is geared on decreasing costs. There will be much labor required on the part of engineers and analysts to increase the level of certainty in inputs. The company cannot afford to do experimentations and much testing. High technical proficiency is required.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   If the project entails intermediate risk, and there is an intermediate number of staff who would man it, then the Rational Unified Process may be used as the best methodology. This is because risk management is balanced with a medium amount of budget or allowance for failure in inputs.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   If the electric company funds a 10-hectare electric network facility 2% lower than similar projects, the management may afford to increase the costs of testing and experimenting with inputs to produce outputs in electric services.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Finally, if there is a need for regular testing and experimentation of inputs, and corrections in testing failures, then the Extreme Programming may be undertaken as the best methodology. Budget given here is high, and the risks are lower. The population of staff is also considerably higher than the two other methodologies. Here, the management can afford to run the risk of losing resources, albeit with prudence.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Determining which method is best for a project requires measuring the amount of risks associated with the project, the budget allocated for the activity, the number of participants in the staff, and the affordability of the project to receive failing outputs. References: Asrilhant, Boris. (2005). On the strategic project management process in the UK indutrial sector. Omega, 35, 89-103. ASSIGNMENT 3 Alternative Classification   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The rationale of having a new project classification is to respond against the inefficiencies of the older classifications. The project method concerns itself much on the processes and ways on how tasks are carried out in the activity. However, it is too formalistic and technical. It is formalistic because it is focused on empirical observations. It is too technical because it does not leave room for speculation and theorizing. There is a huge chance that it will lose sight of the project’s objectives.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The project end-product, being goal-oriented, is weak on the part of specific matters. It may lose sight on technical issues such as the method of computation to use in estimating labor costs. If a firm that manufactures cars undertake an activity in which the project is classified as belonging under the project end-product, the managers will fall short on practicality. Important details are missed, like the choosing of a certain metal as a material in making automobiles. There may be one end-product but there are many methods in which inputs can be processed into outputs. These methods determine the level of costs associated with the production. If a company is too concerned about output, it loses sight on the possibility of gaining productivity by merely choosing the method. This is to say that a new classification is needed—a new classification that would account for the weaknesses of project methodology and project end-product. Since the two classifications do not take into consideration certain factors of production and labor, which are important determinants of the success of a project, a new chosen classification is labeling projects according to the types of constraints. The traditional constrains in a project are the following: Time Cost Production Labor These variables define the shape or form of the project. Changing one variable changes the whole project in its entirety. To illustrate, assume that an automobile manufacturing company undertakes a project of creating fifty units of luxury cars. The time constraint associated with the project makes it different from all the other projects with similar methods and end-products. For instance, this project is similar to five other projects whose goals are also to create fifty units of luxury cars. The only hypothetical difference is the amount of days required to accomplish it. This is to say that a project is different from another when there is a significant time interval between the required time to accomplish one project and the required time to accomplish another.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   However, it is too trivial if the manager only relies on the time constraint. Costs are also important contributors of project type determination. The amount of money allotted for a budget determines the influence of the project on the area it is being undertaken, and on the unit is serving. This is an indispensable category because the cost also gives way to knowing the area and quality of the project.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   If the car company gives a budget to a car-manufacturing project which is 50% lower than that of another project with similar end-product, then the two projects are different because the former is constrained in using resources. It must tap the planning function of the management at its best, because it cannot afford high risks and high expenses.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Production is a consequence of the cost constraint. The number of cars to be produced by the company depends on the allotted budget in producing these cars. Consequently, this is also related to labor in the sense that, if the budget is low and the production is high, then the labor must be intensive. It is empirically impossible to increase labor if the budget remains the same.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   In short, projects can be classified according to the variability of their traditional constraints. They be classified as the following: Long-term undertaking, high-budgeted, labor intensive. Mid-term undertaking, with intermediate budget, intermediate production, and medium labor intensiveness. Short-term undertaking, low-budgeted, small production, and low concentration in labor. This is not to say that there are only three ways to classify projects. There are different permutations of classifying them because a project can be both long-term and low-budgeted, short-term and high-budgeted, and the like. There are twenty-seven combinations possible for the project manager. It is helpful for the project manager because there are varied choices to be undertaken with this typology. Enhancement   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   This classification gives an enhanced understanding of project management because the inefficiencies of project end-product and project method are revealed and solved. The old classification system is poor because there are only small categories where projects fall under. In logic, the lesser concepts there are to stand for heterogeneous things, the more abstract the ideas become. By taking into consideration the traditional constraints of a project, and basing from it to form a new project classification, one achieves a more concrete and detailed description of the different projects that are to be executed. Project classification, through this kind of classification, becomes more useful not only as a mere science of classification. It also helps management keep an improved system of managing the projects, thereby increasing productivity and output quality. This project classification also enhances the understanding on the content of projects. Project method concerns itself with the processed item but not the one being processed. Project end-product concerns itself with the output but not the materials or inputs that led to its creation. This classification gives a new lens through which projects are seen by the manager. References: Project management. Retrieved September 4, 2006, from http://en.wikipedia.org/wiki/Project_management#Project_systems

Ch 9 Test Bank

Chapter 09 Creative StrategyImplementation and Evaluation Answer Key Multiple Choice Questions 1. (p. 293) The agency that developed the ‘Jack-in-the-Box' fast-food restaurants ads created a new ad with the return of a brand image that was remembered by customers from previous years, thereby creating a(n):A. advertising appeal.B. creative plan.C. marketing plan.D. sales approach.E. sales presentation.The advertising appeal refers to the approach used to attract the attention of consumers and/or to influence their feelings toward the product, service, or cause.AACSB: Reflective ThinkingBloom's: Analyze Difficulty: Hard Learning Objective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message. Topic: Appeals and Execution Styles 2. (p. 293) A(n) _____ refers to the approach used in an advertisement to elicit some consumer response or influence feeling. The way this approach is turned into an advertising message is the ____.A. advertising appeal; advertising campaignB. creative execution style; advertising appealC. creative execution style; advertising campaignD. dvertising appeal; creative execution styleE. brand image; positioningThe advertising appeal refers to the approach used to attract the attention of consumers and/or to influence their feelings toward the product, service, or cause. The creative execution style is the way a particular appeal is turned into an advertising message presented to the consumer.AACSB: AnalyticBloom's: Remember Difficulty: Easy Learning Objective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message. Topic: Appeals and Execution Styles . (p. 293) _____ is viewed as â€Å"something that moves people, speaks to their wants or needs, and excites their interest. †A. Advertising appealB. Execution styleC. CreativityD. Big ideaE. NeedledropAn advertising appeal can also be viewed as â€Å"something that moves people, speaks to their wants or needs, and excites their interest. †AACSB: AnalyticBloom's: Remember Difficulty: Easy Learning Objective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message. Topic: Appeals and Execution Styles 4. (p. 93) The _____ is the manner in which an advertising idea is turned into a message and presented to consumers.A. advertising appealB. creative execution styleC. rational appealD. emotional appealE. big ideaThe creative execution style is the way a particular appeal is turned into an advertising message presented to the consumer.AACSB: AnalyticBloom's: Remember Difficulty: Easy Learning Objective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message. Topic: Appeals and Execution Styles 5. (p. 93) An ad for Enbrel, a prescription medicine for people who have rheumatoid arthritis, tells the reader that this drug has proven to work for people who have had little or no pain relief from other drugs. The factual, news like nature of the ad indicates that it is using a(n) _____ appeal.A. rationalB. product popularityC. emotionalD. fearE. refutationalInformational/rational appeals focus on the consumer's practical, functional, or utilitarian need for the product or service and emphasize features of a product or service and/or the benefits or reasons for owning or using a particular brand.AACSB: Reflective Thinking Bloom's: AnalyzeDifficulty: Hard Learning Objective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message. Topic: Advertising Appeals 6. (p. 293)  Advertising appeals that focus on functional or utilitarian needs and emphasize product features and benefits are known as _____ appeals.A. informationalB. e motionalC. priceD. inherent dramaE. imageInformational/Rational appeals focus on the consumer's practical, functional, or utilitarian need for the product or service and emphasize features of a product or service and/or the benefits or reasons for owning or using a particular brand.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 7. (p. 293)Purchase motives, such as convenience, comfort, economy and performance are used as a basis for _____ appeals.A. rationalB. emotionalC. priceD. inherent dramaE. refutationalMany rational motives can be used as the basis for advertising appeals, including comfort, convenience, economy, health, and sensory benefits such as touch, taste, and smell.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the deve lopment and implementation of an advertising message.Topic: Advertising Appeals 8. (p. 293)The content of advertising with _____ emphasizes facts, learning and the logic of persuasion.A. emotional appealsB. informational appealsC. transformational appealsD. subliminal appealsE. irrational appealsInformational/Rational appeals focus on the consumer's practical, functional, r utilitarian need for the product or service and emphasize features of a product or service and/or the benefits or reasons for owning or using a particular brand. The content of these messages emphasizes facts, learning, and the logic of persuasion.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 9. (p. 293)Which of the following statements is true about informational/rational advertising appeals?A. The particular features, benefits, or attributes that serve as the basis for these appeals are constant across product categories.B. These types of appeals work well for products but not for services.C. The particular features, benefits, or attributes that serve as the basis for these appeals vary from one product or service category to another as well as by market segment.D. The particular features, benefits, or attributes that serve as a basis for these appeals generally do not vary by market segment.Informational/rational ads create feelings, images, beliefs, and meanings about the product or service. The particular features, benefits, or evaluative criteria that are important to consumers and can serve as the basis of an informational/rational appeal vary from one product or service category to another as well as among various market segments.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising mess age.Topic: Advertising Appeals 0. (p. 294)An ad for Calloway Gardens Resort stresses the different forms of recreation available to visitors to the resort. This is an example of a(n) _____ appeal.A. newsB. favorable priceC. featureD. popularityE. emotionalAds that use a feature appeal focus on the dominant traits of the product or service.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 11. (p. 94)Which of the following statements is true about feature appeals?A. They tend to be very informative and present a number of attributes that can be used as the basis for a rational purchase decision.B. They are never used for technical and high-involvement products.C. They can be used for advertising a product but not a service.D. They never focus on attributes or benefits that are important to consumers.E. They stre ss upon the popularity of a product or service by pointing out the number of consumers who use the brand and the number who have switched to it.Ads using feature appeals tend to be highly informative and present the customer with a number of important product attributes or features that will lead to favorable attitudes and can be used as the basis for a rational purchase decision.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 12. (p. 294)To announce sales, special offers, or everyday low prices, retailers often use a _____ appeal.A. unctionalB. popularityC. favorable priceD. transformationalE. productivePrice appeal advertising is used most often by retailers to announce sales, special offers, or low everyday prices.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types o f appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 13. (p. 294)A personal computer manufacturer has developed a significant technological breakthrough that will make its computers easier to use for novices.The computer manufacturer will probably use _____ appeal to announce the breakthrough.A. favorable priceB. emotionalC. newsD. popularityE. transformationalNews appeals are those in which some type of news or announcement about the product, service, or company dominates the ad. This type of appeal can be used for a new product or service or to inform consumers of significant modifications or improvements.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 14. (p. 294)Aleve ran a series of ads showing everyday people having to deal with minor art hritic pains. In each instance, the individual was pleased to learn that two Aleve were just as effective as taking eight of his or her old pain reliever. This ad campaign is using a(n) _____ appeal.A. emotionalB. competitive advantageC. fearD. favorable priceE. transformationalWhen a competitive advantage appeal is used, the advertiser makes either a direct or an indirect comparison to another brand (or brands) and usually claims superiority on one or more attributes.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 15. (p. 294)The Glad trash bag campaign, which used the slogan â€Å"Don't get mad. Get Glad,† tells the reader that Glad trash bags are twice as thick as the leading volume bag. Glad uses a(n) _____ appeal.A. emotionalB. competitive advantageC. fearD. favorable priceE. transformationalWhen a competitive advantage appeal is used, the advertiser makes either a direct or an indirect comparison to another brand (or brands) and usually claims superiority on one or more attributes.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 16. (p. 294)The ad for ‘TDAmeritrade' investment bank states that the company is â€Å"Ranked #1 by SmartMoney Magazine for the Do-It-Yourself Investor. † The ad is using a(n) _____ appeal.A. emotionalB. ompetitive advantageC. featureD. favorable priceE. transformationalWhen a competitive advantage appeal is used, the advertiser makes either a direct or an indirect comparison to another brand (or brands) and usually claims superiority on one or more attributes.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-01 To analyze various ty pes of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 17. (p. 294)Advertisements that focus on the dominant attributes or characteristics of a product or service are known as _____ appeals.A. featureB. newsC. priceD. product popularityE. genericAds that use a feature appeal focus on the dominant traits of the product or service.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 18. (p. 294)  A _____ appeal is used when the advertiser makes either a direct or an indirect comparison to another brand and usually claims superiority on one or more attributes.A. featureB. popularityC. competitive advantageD. technicalE. newsWhen a competitive advantage appeal is used, the advertiser makes either a direct or an indirect comparison to another brand (or bran ds) and usually claims superiority on one or more attributes.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 19. (p. 294)Toyota ran an advertisement proclaiming their Camry has been the best selling model in the United States for two straight years.This is an example of a _____ appeal.A. featureB. favorable priceC. newsD. product popularityE. genericProduct/Service popularity appeals stress the popularity of a product or service by pointing out the number of consumers who use the brand, the number who have switched to it, the number of experts who recommend it, or its leadership position in the market.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 0. (p. 294)Intuit, a computer software company, runs an advertising campaign for Quicken that emphasizes the fact it is the most preferred brand of financial software. This is an example of a(n):A. emotional appeal.B. teaser appeal.C. product popularity appeal.D. transformational appeal.E. favorable price appeal.Product/service popularity appeals stress the popularity of a product or service by pointing out the number of consumers who use the brand, the number who have switched to it, the number of experts who recommend it, or its leadership position in the market.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 21. (p. 295)Advertising appeals that relate to consumers' social and/or psychological needs for purchasing a product or service are known as _____ appeals.A. informationalB. rationalC. irratio nalD. emotionalE. featureEmotional appeals relate to the customers' social and/or psychological needs for purchasing a product or service.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 22. (p. 296)Which of the following statements provides a reason for why marketers use emotional appeals?A. The favorable feeling created by the appeal may transfer to the brand.B. Emotional appeals focus on the consumer's practical, functional, or utilitarian need for the product or service.C.Emotional appeals tend to be informative, and advertisers using them generally attempt to convince consumers that their product or service has a particular attribute(s) or provides a specific benefit that satisfies their needs.D. Emotional appeals persuade the target audience to buy the brand because it is the best available or does a better job of meeting consumers' needs.E. Emotional appeals are easy to execute and cost less than rational appeals due to lack of creativity.Research shows that positive mood states and feelings created by advertising can have a favorable effect on consumers' evaluations of a brand.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 23. (p. 296)Advertisers create emotional advertising appeals by using:A. comparative advertisements.B. feature appeals.C. transformational advertising.D. news appeals.E. popularity appeals.One reason for using emotional appeals is to influence consumers' interpretations of their product usage experience. One way of doing this is through what is known as transformational advertising.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can b e used in the development and implementation of an advertising message.Topic: Advertising Appeals 24. (p. 296)Advertising appeals that portray people in an advertisement as experiencing an arousing, upbeat and/or exciting benefit or outcome from using a product or service are relying on:A. informational integration.B. rational integration.C. mood transfer.D. emotional integration.E. outcome integration.Kamp and Macinnis note that commercials often rely on the concept of emotional integration, whereby they portray the characters in the ad as experiencing an emotional benefit or outcome from using a product or service. Ads using humor, sex, and other appeals that are very entertaining, arousing, upbeat, and/or exciting can affect the emotions of consumers and put them in a favorable frame of mind.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message. Topic: Advertising Appeals 25. (p. 96)An advertisement for the State of Alabama shows a family with two teens arriving in the state alienated from each other. The fun they experience in the state brings the family back together again. The commercial ends with all four running down the beach holding hands. This ad uses _____ for its appeal.A. informational integrationB. rational integrationC. mood transferD. emotional integrationE. outcome integrationKamp and Macinnis note that commercials often rely on the concept of emotional integration, whereby they portray the characters in the ad as experiencing an emotional benefit or outcome from using a product or service.Ads using humor, sex, and other appeals that are very entertaining, arousing, upbeat, and/or exciting can affect the emotions of consumers and put them in a favorable frame of mind.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-01 To analyze various types of appeals that can be used in the de velopment and implementation of an advertising message.Topic: Advertising Appeals 26. (p. 296)Advertisements that create feelings, meanings, images or beliefs about a product or service that can be activated when consumers use it are known as _____ ads.A. rationalB. transformationalC. nostalgicD. affectiveE. informationalTransformational ads create feelings, images, meanings, and beliefs about the product or service that may be activated when consumers use it, transforming their interpretation of the usage experience.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 27. (p. 297)  _____ advertising attempts to make the experience of using a product or service richer, warmer or more exciting.A. InformationalB. Competitive advantageC. TransformationalD. ImageE. RationalTransformational ads make the experience of using the product richer, warmer, more exciting, and/or more enjoyable than that obtained solely from an objective description of the advertised brand.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 28. (p. 297)Transformational advertising can differentiate a product or service by:A. convincing a consumer of the superior performance of a brand.B. aking the consumption experience more meaningful, exciting and enjoyable.C. making a consumption experience last longer.D. showing performance superiority of one brand over another.E. proving brand superiority.Transformational advertising can help differentiate a product or service by making the consumption experience more enjoyable by suggesting the type of experiences consumers might have when they consume the product or service.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 29. (p. 297)The Oscar Mayer ad touched the child in all of us when it showed Andy on the pier singing the â€Å"My bologna has a first name† jingle. This example of _____ advertising won America's heart and stomach.A. competitive advantageB. refutationalC. transformationalD. transactionalE. rationalTransformational advertising can help differentiate a product or service by making the consumption experience more enjoyable by suggesting the type of experiences consumers might have when they consume the product or service.AACSB: Reflective ThinkingBloom's: AnalyzeDifficulty: Hard LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 30. (p. 297)Skyy Vodka's use of cinematic-inspired cocktail moments created marketing success through:A. image advertising.B. television infomercials.C. CEO spokesperson press releases.D. banner advertising.E. rational advertising.Image advertising, which is designed to give a company or brand a unique association or personality, is often transformational in nature.For example, the Lambesis agency has created a unique image for SKYY vodka by creating ads that associate the brand with cinematic-inspired cocktail moments. (Refer: Exhibit 9-6)AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 31. (p. 297)  _____ is designed to give a company or brand a unique association or personality and is often transformational in nature.A. Rational advertisingB. Image advertisingC. Feature appealsD.Transactional advertisingE. Brand immoralityImage advertising is designed to give a company or brand a unique association or personality, is often transformational in nature.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 32. (p. 297)  Rational and emotional advertising appeals:A. represent two distinctive approaches which should never be combined because they divide the focus of consumers' attention.B. are essentially the same.C. can be combined since consumers' purchase decisions are often made on the basis of rational and emotional motives.D. are used together only for low-involvement products.E. can be combined only for products and not for services.Consumer purchase decisions are often made on the basis of both emotional and rational motives, and attention must be given to both elements in developing effective advertising.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze va rious types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 33. (p. 298)The proprietary research technique developed by the McCann-Erickson Worldwide agency that helps evaluate how consumers feel about brands and the nature of their relationship with them is known as:A. focus group research.B. transformational research.C. emotional bonding.D. psychographics.E. ethnographics.McCann-Erickson Worldwide, in conjunction with advertising professor Michael Ray, developed a proprietary research technique known as emotional bonding. This technique evaluates how consumers feel about brands and the nature of any emotional rapport they have with a brand.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 34. (p. 298)According to McCann-Erickson's concept of emot ional bonding, the most basic relationship a consumer has with a brand is how he or she thinks about the:A. emotional ties he or she has with the product and/or brand.B. brand personality.C. product benefits.D. self-actualization motives for purchasing.E. self-esteem motives that will be affected by the purchase.The basic concept of emotional bonding is that consumers develop three levels of relationships with brands. The most basic relationship indicates how consumers think about brands in respect to product benefits.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 35. (p. 298)Research shows consumers perceive Miller beer as strong, bold, and adventurous. This is an example of how consumers assign a _____ to a brand.A. roduct rankB. personalityC. product featuresD. unique selling propositionE. market rankThe basic c oncept of emotional bonding is that consumers develop three levels of relationships with brands. At the second stage, the consumer assigns a personality to a brand. For example, a brand may be thought of as self-assured, aggressive, and adventurous, as opposed to compliant and timid.AACSB: Reflective ThinkingBloom's: AnalyzeDifficulty: Hard LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 36. (p. 298)Consumers perceive Maytag appliance as dependable. Consumers have assigned a _____ to the brand.A. product benefitB. personalityC. product featuresD. unique selling propositionE. market rankThe basic concept of emotional bonding is that consumers develop three levels of relationships with brands. At the second stage, the consumer assigns a personality to a brand. For example, a brand may be thought of as self-assured, aggressive, and adventurous, as opposed to complian t and timid.AACSB: Reflective ThinkingMcCann-Erickson researchers believe the strongest relationship that develops between a brand and the consumer is based on feelings or emotional attachments to the brand.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 38. (p. 299)Well-known brands and market leaders often run ads that do not use any specific types of appeals but rather focus primarily on keeping their brand name in front of consumers. This type of advertising is known as _____ advertising.A. teaserB. reminderC. repetitiveD. popularityE. brandstandingNot every ad fits neatly into the categories of rational or emotional appeals. For example, ads for some brands can be classified as reminder advertising, which has the objective of building brand awareness and/or keeping the brand name in front of consumers.AACSB: An alyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 39. (p. 99)Hershey's advertises heavily around Christmas with ads that show only a picture of red, green and silver wrapped Hershey Kisses chocolate. Hershey's is using _____ advertising.A. transformationalB. reminderC. rationalD. emotional integrationE. teaserWell-known brands and market leaders often use reminder advertising to maintain top-of mind awareness among consumers in their target markets. For example, marketers of candy products often increase their media budgets and run reminder advertising around Halloween, Valentine's Day, Christmas, and Easter.AACSB: AnalyticBloom's: ApplyDifficulty: Hard LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 40. (p. 299)Ads for Oneida flatware are frequent, show a piece of Oneida flatware, the headline, â€Å"ONEIDA,† and the slogan â€Å"Your table is ready† in small print. This type of ad is intended as _____ advertising.A. transformationalB. reminderC. rationalD. emotional integrationE. favorable priceWell-known brands and market leaders often use reminder advertising to maintain top-of mind awareness among consumers in their target markets.AACSB: AnalyticBloom's: ApplyDifficulty: Hard LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 41. (p. 300)_____ advertising is sometimes used to create curiosity and build interest and excitement in a new product or brand by talking about it but not showing it.A. ReminderB. TeaserC. RationalD. ComparativeE. Feature appealAdvertisers introducing a new product often use teaser advertising, which is designed to build curiosi ty, interest, and/or excitement about a product or brand by talking about it but not actually showing it.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 42. (p. 300)Taco Bell launched the advertising campaign for its Double Decker taco by running anonymous full-page ads featuring basketball stars issuing vague challenges to one another. This is an example of _____ advertising.A. reminderB. teaserC. transformationalD. favorable price appealE. news appealAdvertisers introducing a new product often use teaser advertising, which is designed to build curiosity, interest, and/or excitement about a product or brand by talking about it but not actually showing it.AACSB: AnalyticBloom's: ApplyDifficulty: Hard LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation o f an advertising message.Topic: Advertising Appeals 43. (p. 300)When Ford Motor Company was preparing to introduce a new model, ads were run for several weeks that talked about the new car but never showed it. This is an example of _____ advertising.A. reminderB. transformationalC. teaserD. emotionalE. cognitiveAdvertisers introducing a new product often use teaser advertising, which is designed to build curiosity, interest, and/or excitement about a product or brand by talking about it but not actually showing it.AACSB: AnalyticBloom's: ApplyDifficulty: Hard LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 44. (p. 301)Which of the following statements is true about the use of teaser advertising?A.They cannot be used to draw attention to and generate publicity for an upcoming advertising campaign.B. They do not work well because consumers really do not pay much att ention to advertising.C. They can be effective but marketers must be careful not to use them too long.D. They usually offend consumers.E. They have the objective of building brand awareness by keeping the brand name in front of the customers.Teaser campaigns can generate interest in a new product, but advertisers must be careful not to extend them too long or they will lose their effectiveness.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 45. (p. 302)The argument by famous advertising copywriter David Ogilvy that â€Å"what you say in advertising is more important than how you say it† suggests that:A. advertising appeal is more important than the way it is executed.B. advertising execution is more important than the appeal.C. advertising appeals and executions are equally important.D. advertising execution is more important than message content.E. the product is more important than the creative appeal.In his famous book on the advertising industry, Madison Avenue, Martin Mayer notes Bernbach's reply to David Ogilvy's rule for copywriters that â€Å"what you say in advertising is more important than how you say it. † Bernbach replied, â€Å"Execution can become content, it can be just as important as what you say†.AACSB: AnalyticBloom's: UnderstandDifficulty: Medium LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 46. (p. 302)An advertising execution technique that relies on a straightforward presentation of information concerning the product or service is called a(n):A. straight-sell or factual message.B. demonstration.C. testimonial.D. dramatization.E. animation of key benefits approach.One of the most basic types of creative exec utions is the straight sell or factual message. This type of ad relies on a straightforward presentation of information concerning the product or service.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 47. (p. 302)Straight-sell message executions are commonly used with _____ advertising appeals.A. informationalB. emotionalC. teaserD. transformationalE. emotional integrationStraight sell or factual message type of execution is often used with informational/rational appeals, where the focus of the message is the product or service and its specific attributes and/or benefits.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertis ing Execution 48. (p. 302)A print ad for flood insurance lists twenty good reasons why every homeowner should have flood insurance. This is an example of _____ advertising.A. straight-sellB. transformationalC. testimonialD. teaserE. refutationalOne of the most basic types of creative executions is the straight sell or factual message. This type of ad relies on a straightforward presentation of information concerning the product or service.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 49. (p. 302)The ad for TDA meritrade investment company opens with the statement, â€Å"You can't plan for tomorrow if you don't know where your money is today† and continues with a lot of information about investment and its benefits. This indicates that the ad is an example of _____ advertising.A . straight-sellB. transformationalC. testimonialD. teaserE. efutationalOne of the most basic types of creative executions is the straight sell or factual message. This type of ad relies on a straightforward presentation of information concerning the product or service.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 50. (p. 303)When an advertiser cites technical information such as the results of laboratory studies in an advertisement, a(n) _____ execution is being used.A. dramatizationB. slice-of-lifeC. scientific evidenceD. testimonialE. animationIn case of scientific/technical style of execution, advertisers often cite technical information, results of scientific or laboratory studies, or endorsements by scientific bodies or agencies to support their advertising claims.AACSB: Analytic Bloom's: RememberDifficulty: Easy LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 1. (p. 303)In a Neutrogena moisturizer with superior sun protection ad, a dermatologist's report stated, â€Å"A year of incidental sun equals baking for a week at the beach! † This is an example of a(n) _____ execution.A. dramatizationB. slice-of-lifeC. technical evidenceD. testimonialE. animationIn case of scientific/technical style of execution, advertisers often cite technical information, results of scientific or laboratory studies, or endorsements by scientific bodies or agencies to support their advertising claims.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 52. (p. 303)An ad for Lipton tea states that according to laboratory research, â€Å"a serving of tea has more antioxidants than a serving of carrots or broccoli. † Which type of ad execution is being used in this example?A. DramatizationB. TestimonialC. Scientific/technical evidenceD. Slice-of-lifeE. ComparisonIn case of scientific/technical style of execution, advertisers often cite technical information, results of scientific or laboratory studies, or endorsements by scientific bodies or agencies to support their advertising claims.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 53. (p. 303)Which of the following is an advertising execution approach designed to illustrate key advantages or features of a product by showing it in actual use?A. ComparisonB. Demonstratio nC. Scientific evidenceD. Straight-sellE. AnimationDemonstration advertising is designed to illustrate the key advantages of the product/service by showing it in actual use or in some staged situation.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 54. (p. 303)An ad for Toyota vans shows how easily a child, who needs to use a bathroom, can get out of the vehicle.Which ad execution technique is being used in this ad?A. ComparisonB. DemonstrationC. Scientific evidenceD. Straight-sellE. TestimonialDemonstration advertising is designed to illustrate the key advantages of the product/service by showing it in actual use or in some staged situation.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 55. (p. 03)When a person speaks on the behalf of a product or service based on his or her personal use of and/or experiences with it, a(n) _____ execution is being used.A. dramatizationB. slice-of-lifeC. animationD. demonstrationE. testimonialMany advertisers prefer to have their messages presented by way of a testimonial, where a person praises the product or service on the basis of his or her personal experience with it.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 56. (p. 303)Tiger Woods appears in ads for Nike in which he notes how the company's golf clubs helped him win so many major championships. This is an example of which type of advertising execution?A. Slice-of-lifeB. TestimonialC. Demonstr ationD. Scientific evidenceE. DramatizationMany advertisers prefer to have their messages presented by way of a testimonial, where a person praises the product or service on the basis of his or her personal experience with it.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 57. (p. 303)In a television ad, actress and noted animal lover Betty White praised a flea and tick treatment called Frontline for the way it protects both her dogs and cats. These ads are an example of the use of what type of execution?A. ComparisonsB. Slice-of-lifeC. HumorD. TestimonialE. DemonstrationMany advertisers prefer to have their messages presented by way of a testimonial, where a person praises the product or service on the basis of his or her personal experience with it.AACSB: Reflective ThinkingBloom's: A pplyDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 58. (p. 304)Professional golfer Arnold Palmer appeared in ads advocating the engine protection cars get from Pennzoil motor oil. This is an example of a(an):A. comparison.B. endorsement.C. demonstration.D. straight sell.E. slice-of-life.Many advertisers prefer to have their messages presented by way of a testimonial, where a person praises the product or service on the basis of his or her personal experience with it. A related execution technique is the endorsement, where a well-known or respected individual such as a celebrity or expert in the product or service area speaks on behalf of the company or the brand.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the a dvertising situations where they are most appropriate.Topic: Advertising Execution 59. (p. 304)A widely used advertising execution style for packaged goods products which attempts to portray situations consumers might face in their daily lives is known as:A. endorsement.B. slice-of-life.C. theater style.D. a testimonial.E. a demonstration.A widely used advertising format, particularly for packaged-goods products, is the slice-of-life execution, which is generally based on a problem/solution approach. This type of ad portrays a problem or conflict that consumers might face in their daily lives.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 60. (p. 304)A Tide detergent ad showed a high school team manager easily removed all the grass and dirt stains from two dozen baseball uniforms by simply thr owing them in a washer and adding Tide. The ad creator used which execution style?A. DramatizationB. Slice-of-lifeC. Slice-of-deathD. TestimonialE. DemonstrationA widely used advertising format, particularly for packaged-goods products, is the slice-of-life execution, which is generally based on a problem/solution approach. This type of ad portrays a problem or conflict that consumers might face in their daily lives. The ad then shows how the advertiser's product or service can resolve the problem.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 61. (p. 304)An ad in a golfing magazine for a vacation resort in Virginia begins by stating that the resort has â€Å"Dozens of sporting diversions for the entire family. † Then under that statement it reads, â€Å"Translation: guilt-free golf. † The ad creator used which execution style with this ad?A. EndorsementB. Slice-of-lifeC. Slice-of-deathD. TestimonialE. DemonstrationA widely used advertising format, particularly for packaged-goods products, is the slice-of-life execution, which is generally based on a problem/solution approach. This type of ad portrays a problem or conflict that consumers might face in their daily lives. The ad then shows how the advertiser's product or service can resolve the problem.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 62. (p. 304)Which of the following statements is true about the use of slice-of-life executions?A. Slice-of-life executions are very inefficient in business-to-business advertising.B. To be effective, a slice-of-life execution should avoid mimicking real life because its primary purpose is to rise above the clutter.C. Slice-of-life executions work well only for advertising for consumer products with perceived homogeneous qualities.D. Many advertisers like slice-of-life executions because they feel they are an effective way to present a situation to which consumers can relate.E. Slice-of-life or problem/solution execution approaches are limited to consumer-product advertising.Many advertisers prefer slice-of-life style because they believe it is effective at presenting a situation to which most consumers can relate and at registering the product feature or benefit that helps sell the brand.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 63. (p. 304)An advertising execution technique used by business-to-business marketers depicting the negative conseq uences of making incorrect purchase decisions is referred to as:A. problem-solution execution.B. slice-of-death advertising.C. slice-of-life advertising.D. a response-stimuli execution.E. informational advertising.Slice-of-death execution style is used in conjunction with a fear appeal, as the focus is on the negative consequences that result when businesspeople make the wrong decision in choosing a supplier or service provider.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 64. (p. 04)An ad for Novell solutions targeted to businesspeople was headlined, â€Å"ERP: Sound made by CIO when people see data they shouldn't. † The executive in the ad has a distressed, almost fearful look on his face. Which execution technique used to create this ad?A. A problem-solution executionB. Slice-of-dea th advertisingC. Slice-of-life advertisingD. A response-stimuli executionE. Informational advertisingSlice-of-death execution style is used in conjunction with a fear appeal, as the focus is on the negative consequences that result when businesspeople make the wrong decision in choosing a supplier or service provider.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 65. (p. 305)An advertising execution technique that is particularly popular for creating commercials targeted at children is:A. slice-of-life.B. demonstration.C. testimonial.D. scientific evidence.E. animation.Cartoon animation is especially popular for commercials targeted at children.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 66. (p. 305)A commercial for Honey-Flavored Wheat Chex cereal mix shows a bear made out of Wheat Chex cereal climbing a tree made out of Wheat Chex to reach a beehive made of Wheat Chex. Which type of creative execution does this commercial use?A. DramatizationB. TestimonialC. AnimationD. Straight-sellE. Slice-of-deathAn advertising execution approach that has become popular in recent years is animation. With this technique, animated scenes are drawn by artists or created on the computer, and cartoons, puppets, or other types of fictional characters may be used.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 67. (p. 305)Mr. Peanut from the Planters Nut Company's ads is an example of advertis ing that uses _____ execution techniques.A. informational/rationalB. demonstrationC. fantasyD. personality symbolE. behavioral appealAdvertising execution involves developing a central character or personality symbol that can deliver the advertising message with which the product or service can be identified. Personality figures can also be built around animated characters and animals.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 68. (p. 05)_____ is a type of advertising execution style that involves creating a central character who can deliver the advertising message and with whom the product or service can be identified.A. DemonstrationB. TestimonialC. Personality symbolD. FantasyE. Slice-of-lifeOne type of advertising execution involves developing a central character or personality symbol that can deliver the advertising message and with which the product or service can be identified. Personality figures can also be built around animated characters and animals.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 69. (p. 305)  Marlboro used a cowboy to advertise Marlboro cigarettes for a number of years. This is an example of:A. testimonial advertising execution technique.B. demonstration advertising execution technique.C. personality symbol advertising execution technique.D. slice-of-death advertising execution technique.E. imagery advertising execution technique.Advertising execution involves developing a central character or personality symbol that can deliver the advertising message and with which the product or service can be identified. Personality figures can also be built around animated characters and animals.AACSB: Reflective ThinkingBloom's: AnalyzeDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 70. (p. 306)  _____ is an advertising execution technique often used for emotional appeals.It offers a viewer a form of mental escape and/or an opportunity to envision themselves in a certain situation.A. Image advertisingB. DemonstrationC. Slice-of-lifeD. AnimationE. Competitive advantageImagery ads are the basis for emotional appeals that are used to advertise products or services where differentiation based on physical characteristics is difficult, such as soft drinks, liquor, designer clothing, and cosmetics. An imagery execution is used when the goal is to encourage consumers to associate the brand with the symbols, characters, and/or situation shown in the ad.AACSB: AnalyticBloom's: Un derstandDifficulty: Medium LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 71. (p. 306) Timberland Co. sells all-weather gear. For its advertising, it has developed an imaginary place called Timber Land, which is a Utopian setting of extraordinary landscapes and crystal-clear water. Its ads use a(n) _____ execution style to get the audience to envision themselves in Timber Land.A. imageryB. demonstrationC. slice-of-lifeD. animationE. competitive advantageAn imagery execution is used when the goal is to encourage consumers to associate the brand with the symbols, characters, and/or situation shown in the ad.AACSB: Reflective ThinkingBloom's: AnalyzeDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 72. (p. 307)  Dramatization is particularly well suited for which type of medium?A. TelevisionB. NewspapersC. RadioD. MagazinesE. Direct mailAn execution technique particularly well suited to television is dramatization, where the focus is on telling a short story with the product or service as the star.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 73. (p. 307)  _____ is an advertising execution technique whereby the focus is on using excitement and suspense to tell a short story with the product as the star of the ad.A. Slice-of-lifeB. AnimationC. DramatizationD. TestimonialE. ImageryAn execution technique particularly well suited to television is dramatization, where the focus is on telling a short story with the product or service as the star.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 74. (p. 307)The state of Colorado runs an ad which shows an obviously scared third grader getting ready to go on stage for his first public stage appearance. He is dressed to look like a carrot. The ad tells the reader that being a third grader is much more stressful than we remember and causes us to have great sympathy for the young man dressed in the ridiculous costume. The tag line at the end of the ad reads, â€Å"Your kids need a carefree Colorado vacation as much as you do. † This is an example of the:A. dramatization technique.B. testimonial technique.C. fear technique.D. personality symbol technique.E. scientific evidence technique.An execution technique particularly well suited to television is dramatization, where the focus is on telling a short story with the product or service as the star.AACSB: Reflective ThinkingBloom's: AnalyzeDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 75. (p. 307)An ad for Ford Focus shows four college-aged students hunting for a parking place in a large, nearly full parking garage. When they finally find a spot and put the car in place, they discover that it is such a tight fit that they can't open the car doors to get out. A moment of concern is followed by a moment of enlightenment when one of them remembers the hatchback. The commercial ends with them all leaving the parked car through the hatchback. This commercial is a(n):A. dramatization with a humorous appeal.B. animation with the intent of creating a personality brand.C. slice-of-life with a fear appeal.D. demonstration with an emotional appeal.E. straight sell with a humorous appeal.An execution technique particularly well suited to television is dramatization, where the focus is on telling a short story with the product or service as the star. Humorous ads add an element of humor in the ad.

An Analysis of Queen Elizabeths Speech to Englands Troops

An Analysis of Queen Elizabeths Speech to Englands Troops Throughout history, speeches have been used as effective means for expressing yourself to the masses. Leaders on all levels have come to appreciate the fact that a well crafted speech can be a powerful agent when trying to evoke particular sentiments in people. Advertising We will write a custom essay sample on An Analysis of Queen Elizabeths Speech to Englands Troops specifically for you for only $16.05 $11/page Learn More Queen Elizabeth I of England proved to be a powerful and compelling orator in her speech to her troops as they prepared to take up arms against the Spanish Armada in 1588. In this paper, I shall review her speech with the aim of deducing the main arguments that the queen advanced. Her feelings towards her audience shall be inferred based on her words. The queens ideas and beliefs will also be highlighted from the contents of the speech. This speech is addressed to the English troops at the battle field. The queen understands the sacrific e that the troops are about to make for their country and for this she proclaims them noble and worthy subjects. The apparent reason for the queens speech is to motivate her troops in the face of the imminent conflict with the Spaniards. The queen aims to convince the troops that their fight is for a worthy cause and that their noble action of defending their country will not go unnoticed by the queen and the people of England. The queen empathizes with the soldiers and concedes that despite there being lives lost in the heat of the battle, England will be safe. The battle that England faces is against Spain, an equally matched opponent at that point in time. The queen asserts that while some may view surrendering to Spain as the safe means, this would be equivalent to treachery to the motherland. By making such a strong declaration, the queen aims to appeal to the patriotism of the soldiers. She further states that she is also ready and willing to die in battle for the kingdom of England together with her soldiers should she be called upon to do so. From Elizabeths words, we can tell with certainty that she is a patriot at heart and the honor of her country is of great importance to her. It is this same values that she intends to impart onto the soldiers for it is on them that the fate of England will lie. Advertising Looking for essay on history? Let's see if we can help you! Get your first paper with 15% OFF Learn More It is also apparent that Elizabeth believes that her countrys troops are not only a match for the Spaniards but that they have the capability of conquering the Spanish forces in battle. With this conviction, she predicts a short lived confrontation in which England emerges victorious. The speech suggests that there exists some religious animosity between the two warring nations. One can deduce from the reference to the Spanish forces by the queen as enemies of my God that there were religious undertones that surrounde d the conflict. Bearing in mind that the Spanish people were the leading Catholic power while England had embraced the Protestant sect, it is evident that the two facets of the Christian religion were at loggerheads. The light in which women were viewed during this period in history can also be learnt from this speech. The queen contends that she has but the body of a weak and feeble woman. This indicates that the women in England were viewed as weak people who needed protecting. Her declaration that she is willing to take up a sword and fight for the country is as a last resort; that is if her nation should be invaded. The queen is certain that her troops would not let the situation degenerate to such an extent. This paper set out to analyze the speech by Queen Elizabeth so as to discover the various ideas advanced through the speech. It has been identified that this speech was mainly aimed at motivating Englands troops before they faced the Spanish forces in battle. However, the a nalysis provided in this paper demonstrates that religious differences also played a part in the conflict between Spain and England.