Question 1

What was at least one recommendation authors had when pretesting?

Accepted Answer

Inform respondents up front that this testing has nothing to do with whether they like or dislike the ads. Consider testing concept statements. Test potential conceptual spots prior to showing finished ads. Ask respondents write down their comments before discussing their reactions to ads. Thoroughly brief clients and colleagues not familiar with the creative testing process.

Question 2

What do you want your target audience to _______?

Accepted Answer

Do, Know or Believe

Question 3

What is the benefit of a Creative Brief?

Accepted Answer

Helps ensure alignment of the team
Messages are developed based on answers to 3 questions. Fill in the blanks to complete the sentences.

Question 4

Which one as the next most potential for inspiring effective creative strategies and why?

Accepted Answer

One from list above,

Question 5

For the Place step in the planning model, indicate whether or not this step will inform development of the Promotional strategy:

Accepted Answer

A)  Yes, will inform promotion strategy. 
B)  No, doesn't inform promotion strategy. 
A)  Yes, will inform promotion strategy. 
B)  No, doesn't inform promotion strategy.

Question 6

In your opinion, which one has the greatest potential for inspiring effective creative strategies and why?

Accepted Answer

One from list above,

Question 7

What are at least two potential messenger types?

Accepted Answer

Sole sponsor, Partne

Question 8

For the Benefits to Behavior step in the planning model, indicate whether or not this step will inform development of the Promotional strategy:

Accepted Answer

A)  Yes, will inform promotion strategy. 
B)  No, doesn't inform promotion strategy. 
A)  Yes, will inform promotion strategy. 
B)  No, doesn't inform promotion strategy.

Question 9

For the Target Audience step in the planning model, indicate whether or not this step will inform development of the Promotional strategy:
A) Yes, will inform promotion strategy.
B) No, doesn't inform promotion strategy.

Accepted Answer

A) True 
 B)False

Question 10

What are the three major factors that were mentioned that contribute to perceived messenger credibility?

Accepted Answer

Expertise, Likability, Trustworthiness
1

Question 11

For the Positioning Statement step in the planning model, indicate whether or not this step will inform development of the Promotional strategy:

Accepted Answer

A)  Yes, will inform promotion strategy. 
B)  No, doesn't inform promotion strategy. 
A)  Yes, will inform promotion strategy. 
B)  No, doesn't inform promotion strategy.

Question 12

For the Desired Behavior step in the planning model, indicate whether or not this step will inform development of the Promotional strategy:

Accepted Answer

A)  Yes, will inform promotion strategy. 
B)  No, doesn't inform promotion strategy. 
A)  Yes, will inform promotion strategy. 
B)  No, doesn't inform promotion strategy.

Question 13

What do you want your target audience to _______?

Accepted Answer

The answer of What do you want your target audience...

Question 14

What is the objective of the Promotion tool?

Accepted Answer

Highlight the offer: Product,

Question 15

For the Price step in the planning model, indicate whether or not this step will inform development of the Promotional strategy:

Accepted Answer

A)  Yes, will inform promotion strategy. 
B)  No, doesn't inform promotion strategy. 
A)  Yes, will inform promotion strategy. 
B)  No, doesn't inform promotion strategy.

Question 16

For the Product step in the planning model, indicate whether or not this step will inform development of the Promotional strategy:

Accepted Answer

A)  Yes, will inform promotion strategy. 
B)  No, doesn't inform promotion strategy. 
A)  Yes, will inform promotion strategy. 
B)  No, doesn't inform promotion strategy.

Question 17

What do you want your target audience to _______?

Accepted Answer

The answer of What do you want your target audience...

Question 18

What is one ethical consideration when deciding on messages, messengers, and creative strategies?

Accepted Answer

Information is accurate and no

Question 19

In the Marketing Highlight featuring Seafood Watch, program managers counted on consumers requesting and purchasing "Green Fish" to influence audiences midstream and upstream. Name two of those audiences.

Accepted Answer

Restaurants, fish markets, gro

Question 20

For the Barriers to Behavior step in the planning model, indicate whether or not this step will inform development of the Promotional strategy:

Accepted Answer

A)  Yes, will inform promotion strategy. 
B)  No, doesn't inform promotion strategy. 
A)  Yes, will inform promotion strategy. 
B)  No, doesn't inform promotion strategy.

What was at least one recommendation authors had when pretesting?

What do you want your target audience to _______?

What is the benefit of a Creative Brief?

Which one as the next most potential for inspiring effective creative strategies and why?

For the Place step in the planning model, indicate whether or not this step will inform development of the Promotional strategy:

In your opinion, which one has the greatest potential for inspiring effective creative strategies and why?

What are at least two potential messenger types?

For the Benefits to Behavior step in the planning model, indicate whether or not this step will inform development of the Promotional strategy:

For the Target Audience step in the planning model, indicate whether or not this step will inform development of the Promotional strategy: A) Yes, will inform promotion strategy. B) No, doesn't inform promotion strategy.

What are the three major factors that were mentioned that contribute to perceived messenger credibility?

For the Positioning Statement step in the planning model, indicate whether or not this step will inform development of the Promotional strategy:

For the Desired Behavior step in the planning model, indicate whether or not this step will inform development of the Promotional strategy:

What do you want your target audience to _______?

What is the objective of the Promotion tool?

For the Price step in the planning model, indicate whether or not this step will inform development of the Promotional strategy:

For the Product step in the planning model, indicate whether or not this step will inform development of the Promotional strategy:

What do you want your target audience to _______?

What is one ethical consideration when deciding on messages, messengers, and creative strategies?

In the Marketing Highlight featuring Seafood Watch, program managers counted on consumers requesting and purchasing "Green Fish" to influence audiences midstream and upstream. Name two of those audiences.

For the Barriers to Behavior step in the planning model, indicate whether or not this step will inform development of the Promotional strategy:

Understanding Social Marketing

10 Steps in the Strategic Marketing Planning Process

Determining Research Needs and Options

Choosing a Social Issue, Purpose, and Focus for Your Plan: Conducting a Situation Analysis

Segmenting, Evaluating, and Selecting Target Audiences

Setting Behavior Objectives and Target Goals

Barriers, Benefits, Motivators, Competition and Influential Others

Crafting a Desired Positioning

Product: Creating a Product Platform

Price: Determining Monetary and Nonmonetary Incentives and Disincentives

Place: Making Access Convenient and Pleasant

Promotion: Selecting Communication Channels

Developing a Plan for Monitoring and Evaluation

Establishing Budgets and Finding Funding

Creating an Implementation Plan and Sustaining Behavior

Filters

Exam 13: Promotion: Deciding on Messages, Messengers, and Creative Strategies

What was at least one recommendation authors had when pretesting?

What do you want your target audience to _______?

What is the benefit of a Creative Brief?

Which one as the next most potential for inspiring effective creative strategies and why?

For the Place step in the planning model, indicate whether or not this step will inform development of the Promotional strategy:

In your opinion, which one has the greatest potential for inspiring effective creative strategies and why?

What are at least two potential messenger types?

For the Benefits to Behavior step in the planning model, indicate whether or not this step will inform development of the Promotional strategy:

For the Target Audience step in the planning model, indicate whether or not this step will inform development of the Promotional strategy: A) Yes, will inform promotion strategy. B) No, doesn't inform promotion strategy.

What are the three major factors that were mentioned that contribute to perceived messenger credibility?

For the Positioning Statement step in the planning model, indicate whether or not this step will inform development of the Promotional strategy:

For the Desired Behavior step in the planning model, indicate whether or not this step will inform development of the Promotional strategy:

What do you want your target audience to _______?

What is the objective of the Promotion tool?

For the Price step in the planning model, indicate whether or not this step will inform development of the Promotional strategy:

For the Product step in the planning model, indicate whether or not this step will inform development of the Promotional strategy:

What do you want your target audience to _______?

What is one ethical consideration when deciding on messages, messengers, and creative strategies?

In the Marketing Highlight featuring Seafood Watch, program managers counted on consumers requesting and purchasing "Green Fish" to influence audiences midstream and upstream. Name two of those audiences.

For the Barriers to Behavior step in the planning model, indicate whether or not this step will inform development of the Promotional strategy:

Understanding Social Marketing

10 Steps in the Strategic Marketing Planning Process

Determining Research Needs and Options

Choosing a Social Issue, Purpose, and Focus for Your Plan: Conducting a Situation Analysis

Segmenting, Evaluating, and Selecting Target Audiences

Setting Behavior Objectives and Target Goals

Barriers, Benefits, Motivators, Competition and Influential Others

Crafting a Desired Positioning

Product: Creating a Product Platform

Price: Determining Monetary and Nonmonetary Incentives and Disincentives

Place: Making Access Convenient and Pleasant

Promotion: Selecting Communication Channels

Developing a Plan for Monitoring and Evaluation

Establishing Budgets and Finding Funding

Creating an Implementation Plan and Sustaining Behavior

Filters