Question 1

When an advocacy position is taken by a spokesperson in an advertisement, it is known as a demonstration.

Accepted Answer

A) True 
 B)False  False

Question 2

The main objective of hard-sell messages is to:

Accepted Answer

A) create a sense of urgency so that consumers will act quickly. 
B) highlight a consumers inadequacy within the context of a social role. 
C) create in the consumer a pleasant and memorable association with the brand. 
D) highlight the risk of harm or negative consequences of not using the advertised brand. 
A) create a sense of urgency so that consumers will act quickly. 
B) highlight a consumers inadequacy within the context of a social role. 
C) create in the consumer a pleasant and memorable association with the brand. 
D) highlight the risk of harm or negative consequences of not using the advertised brand. A

Question 3

There is one big difference between a successful and an unsuccessful humor ad-the joke or payoff in the successful one:

Accepted Answer

A) is funnier. 
B) can be run more often. 
C) is linked to the product. 
D) puts down the competition. 
A) is funnier. 
B) can be run more often. 
C) is linked to the product. 
D) puts down the competition. C

Question 4

Jingles and slogans are linked to a concept called or prone to being repeated.

Accepted Answer

A) rehearsal 
B) periodicity 
C) looping d. isochronism
, that is, they encourage repetition because they are catchy 
A) rehearsal 
B) periodicity 
C) looping d. isochronism
, that is, they encourage repetition because they are catchy

Question 5

The small list of brand names, typically five or fewer names, that comes to mind when a product or service category is mentioned is known as the .

Accepted Answer

A) intersection set 
B) product line extension 
C) evoked set 
D) brand extension 
A) intersection set 
B) product line extension 
C) evoked set 
D) brand extension

Question 6

Effective transformational ads connect the experience of the advertisement so closely with the brand experience that consumers cannot help but think of material from the ads when they think of the brand.

Accepted Answer

A) True 
 B)False

Question 7

For humor ads to be successful, they must focus on getting the audience to laugh rather than emphasizing the product or brand.

Accepted Answer

A) True 
 B)False

Question 8

Feel-good ads sometimes focus on certain aspects of a product in order to get consumers not to think about some negative things related to it.

Accepted Answer

A) True 
 B)False

Question 9

Compared to achieving a brand recall objective, achieving a persuasion objective typically requires less cognitive processing on the part of the consumer.

Accepted Answer

A) True 
 B)False

Question 10

Scenario 10-2
National clothing retailer, Old Navy has been known for its creative ad campaigns for a number of years.In 2010, the company decided to tap into some Hollywood talent to help promote its brand.Actors Jaime Pressly, Bailey Chase, and Judy Greer were signed to support the company's Scream for Savings initiative, a campaign designed to reach consumers with comedic messages.Old Navy spent over $100 million in measured media through the first two-thirds of 2010, and annual ad spending has topped $175 million in recent years.
("Old Navy Taps Hollywood Talent for Halloween Spot" Brandweek Magazine, October 29, 2010)
-(Scenario 10-2) Old Navy intends to air its comedic advertisements of popular products primarily on its website and various social media outlets.The company believes that because consumers spend so many hours using these forms of media, their ads will be seen frequently by the consumers.Through this strategy, Old Navy is using:

Accepted Answer

A) product placement. 
B) repetition. 
C) infomercials. 
D) testimonials. 
A) product placement. 
B) repetition. 
C) infomercials. 
D) testimonials.

Question 11

Scenario 10-1
During tough economic times, many companies rely on the memories of "the good old days" to help advertise their products.Looking for a bit of a jump-start itself, PepsiCo turned to nostalgia-heavy advertisements late in 2009, which were then carried into 2010.The company introduced "throwback" versions of a number of its soft drinks, and created an ad campaign that included new logos and a series of commercials intended to generate feelings of happiness from prior decades.The company had hoped that any warm, fuzzy feelings about the past would make people feel better about the company's present and future.
-(Scenario 10-1) If PepsiCo wanted to depict an ideal usage situation for its brand, what would be the best choice of advertising for the company to use?

Accepted Answer

A) Reason-why ads 
B) Slice-of-life ads 
C) Testimonials 
D) Social anxiety ads 
A) Reason-why ads 
B) Slice-of-life ads 
C) Testimonials 
D) Social anxiety ads

Question 12

In the relationship between thought and feelings, feelings are:

Accepted Answer

A) less powerful than thoughts. 
B) expressed in a more primitive way than thoughts. 
C) generated from the same system as thoughts. 
D) slower than thoughts. 
A) less powerful than thoughts. 
B) expressed in a more primitive way than thoughts. 
C) generated from the same system as thoughts. 
D) slower than thoughts.

Question 13

Scenario 10-2
National clothing retailer, Old Navy has been known for its creative ad campaigns for a number of years.In 2010, the company decided to tap into some Hollywood talent to help promote its brand.Actors Jaime Pressly, Bailey Chase, and Judy Greer were signed to support the company's Scream for Savings initiative, a campaign designed to reach consumers with comedic messages.Old Navy spent over $100 million in measured media through the first two-thirds of 2010, and annual ad spending has topped $175 million in recent years.
("Old Navy Taps Hollywood Talent for Halloween Spot" Brandweek Magazine, October 29, 2010)
-(Scenario 10-2) Old Navy's newest advertisements, which feature comedic messages, are examples of:

Accepted Answer

A) light-fantasy ads. 
B) slice-of-life ads. 
C) transformational ads. 
D) humor ads. 
A) light-fantasy ads. 
B) slice-of-life ads. 
C) transformational ads. 
D) humor ads.

Question 14

Advertisers promote brand recall through repetition and memory aids.

Accepted Answer

A) True 
 B)False

Question 15

Social roles-mothers, fathers, romantic partners-and the consumer's inadequacies and worries about fulfilling
them, are used in selling products.

Accepted Answer

A) True 
 B)False

Question 16

Several ads for lingerie, jeans, and perfume in a sophisticated fashion magazine provide instances in which a sex- appeal message is successfully used.The ads are successful because the:

Accepted Answer

A) right model is chosen. 
B) product is appropriate. 
C) image approach is used. 
D) brand is bought for emotional reasons. 
A) right model is chosen. 
B) product is appropriate. 
C) image approach is used. 
D) brand is bought for emotional reasons.

Question 17

A group of friends sitting in a bar talk and joke about various beer commercials.One of them describes an ad and they all laugh, and then someone says, "That is one great ad.Who was that for, anyway?" From this scenario, it is clear that the ad about which the friends were talking:

Accepted Answer

A) is not a persuasive ad. 
B) has used a feel-good approach. 
C) generates affective brand-consumer association. 
D) is not really a funny ad. 
A) is not a persuasive ad. 
B) has used a feel-good approach. 
C) generates affective brand-consumer association. 
D) is not really a funny ad.

Question 18

Scenario 10-3
Advertisers have a wide choice of objectives and methods when creating an ad for a product, no matter what the product category is.For example, both Taylor and Yamaha sell guitars.Both have created ads that have been recognized by the advertising industry as outstanding creative efforts.However, they have chosen different ways to use magazine advertising to sell guitars.
A representative advertisement for Taylor features a photograph of a beautiful, lush, fog-shrouded green forest.The headline reads, "If a tree falls in the forest and you're not there to hear it, does it make a sound? Yes, it just might take 7 or 8 years." The copy is three sentences long and talks about the time and attention that Taylor takes in making quality guitars.Only the top couple inches of a guitar featuring the Taylor logo is shown.While the ad could be classified as exemplifying a number of approaches to meeting message objectives, it most closely fits the description of the USP method by linking a key attribute (quality) to the brand name (Taylor).
The main visual in an ad for the Yamaha Pacifica is a bold shot of the guitar.The headline reads, "To survive, you need four things: Food.Sex.Shelter.Guitars.Make that two things." This ad also features characteristics of several approaches to meeting message objectives.However, the headline seems to define it as using the humor method to persuade consumers to prefer the brand.
-(Scenario 10-3) Ads such as Taylor's try to:

Accepted Answer

A) link special attributes to a brand, either explicitly or implicitly. 
B) place brands in socially desirable environments. 
C) use comparisons to other brands to create an image. 
D) engage the consumer on a high cognitive level. 
A) link special attributes to a brand, either explicitly or implicitly. 
B) place brands in socially desirable environments. 
C) use comparisons to other brands to create an image. 
D) engage the consumer on a high cognitive level.

Question 19

An advertiser of an established line of luxury resorts wants to make sure that the visitors have a long-term commitment with the resorts.He decides to use powerful imagery depicting happy moments that people can enjoy on visits to these resorts.He ensures that the visuals shown in these ads will be closely tied to a stay in the resorts.Through such ads, he hopes to:

Accepted Answer

A) establish the resorts in a social or cultural setting. 
B) transform the experience of actually visiting the resorts. 
C) make customers recall the name of the resorts. 
D) create a brand image for the resorts. 
A) establish the resorts in a social or cultural setting. 
B) transform the experience of actually visiting the resorts. 
C) make customers recall the name of the resorts. 
D) create a brand image for the resorts.

Question 20

Scenario 10-1
During tough economic times, many companies rely on the memories of "the good old days" to help advertise their products.Looking for a bit of a jump-start itself, PepsiCo turned to nostalgia-heavy advertisements late in 2009, which were then carried into 2010.The company introduced "throwback" versions of a number of its soft drinks, and created an ad campaign that included new logos and a series of commercials intended to generate feelings of happiness from prior decades.The company had hoped that any warm, fuzzy feelings about the past would make people feel better about the company's present and future.
-(Scenario 10-1) For companies using feel-good ads, one of the difficulties is creating an ad that truly elicits fond memories.Another difficulty associated with feel-good ads is that they can:

Accepted Answer

A) cause consumers to generate competing thoughts and connections. 
B) cause consumers to recall bad memories from their childhood. 
C) cause consumers to favor another brand over the one advertised. 
D) cause consumers to think before they start feeling. 
A) cause consumers to generate competing thoughts and connections. 
B) cause consumers to recall bad memories from their childhood. 
C) cause consumers to favor another brand over the one advertised. 
D) cause consumers to think before they start feeling.

When an advocacy position is taken by a spokesperson in an advertisement, it is known as a demonstration.

The main objective of hard-sell messages is to:

There is one big difference between a successful and an unsuccessful humor ad-the joke or payoff in the successful one:

Jingles and slogans are linked to a concept called or prone to being repeated.

The small list of brand names, typically five or fewer names, that comes to mind when a product or service category is mentioned is known as the .

Effective transformational ads connect the experience of the advertisement so closely with the brand experience that consumers cannot help but think of material from the ads when they think of the brand.

For humor ads to be successful, they must focus on getting the audience to laugh rather than emphasizing the product or brand.

Feel-good ads sometimes focus on certain aspects of a product in order to get consumers not to think about some negative things related to it.

Compared to achieving a brand recall objective, achieving a persuasion objective typically requires less cognitive processing on the part of the consumer.

In the relationship between thought and feelings, feelings are:

Advertisers promote brand recall through repetition and memory aids.

Social roles-mothers, fathers, romantic partners-and the consumer's inadequacies and worries about fulfilling them, are used in selling products.

Several ads for lingerie, jeans, and perfume in a sophisticated fashion magazine provide instances in which a sex- appeal message is successfully used.The ads are successful because the:

A group of friends sitting in a bar talk and joke about various beer commercials.One of them describes an ad and they all laugh, and then someone says, "That is one great ad.Who was that for, anyway?" From this scenario, it is clear that the ad about which the friends were talking:

The World of Advertising and Integrated Brand Promotion

The Structure of the Advertising and Promotion Industry Advertisers Agencies Media and Support Organizations

The History of Advertising and Brand Promotion

Social Ethical and Regulatory Aspects of Advertising and Promotion

Advertising Integrated Brand Promotion and Consumer Behavior

Market Segmentation Positioning and the Value Proposition

Advertising Research

Planning Advertising and Integrated Brand Promotion

Managing Creativity in Advertising and Ibp

Executing the Creative

Media Planning Essentials

Media Planning Newspapers Magazines Tv and Radio

Media Planning Advertising and Ibp in Digital and Social Media

Sales Promotion Point-Of-Purchase Advertising and Support Media

Integrating Direct Marketing and Personal Selling

Public Relations Influencer Marketing and Corporate Advertising

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Exam 10: Creative Message Strategy

When an advocacy position is taken by a spokesperson in an advertisement, it is known as a demonstration.

The main objective of hard-sell messages is to:

There is one big difference between a successful and an unsuccessful humor ad-the joke or payoff in the successful one:

Jingles and slogans are linked to a concept called or prone to being repeated.

The small list of brand names, typically five or fewer names, that comes to mind when a product or service category is mentioned is known as the .

Effective transformational ads connect the experience of the advertisement so closely with the brand experience that consumers cannot help but think of material from the ads when they think of the brand.

For humor ads to be successful, they must focus on getting the audience to laugh rather than emphasizing the product or brand.

Feel-good ads sometimes focus on certain aspects of a product in order to get consumers not to think about some negative things related to it.

Compared to achieving a brand recall objective, achieving a persuasion objective typically requires less cognitive processing on the part of the consumer.

In the relationship between thought and feelings, feelings are:

Advertisers promote brand recall through repetition and memory aids.

Social roles-mothers, fathers, romantic partners-and the consumer's inadequacies and worries about fulfilling them, are used in selling products.

Several ads for lingerie, jeans, and perfume in a sophisticated fashion magazine provide instances in which a sex- appeal message is successfully used.The ads are successful because the:

A group of friends sitting in a bar talk and joke about various beer commercials.One of them describes an ad and they all laugh, and then someone says, "That is one great ad.Who was that for, anyway?" From this scenario, it is clear that the ad about which the friends were talking:

The World of Advertising and Integrated Brand Promotion

The Structure of the Advertising and Promotion Industry Advertisers Agencies Media and Support Organizations

The History of Advertising and Brand Promotion

Social Ethical and Regulatory Aspects of Advertising and Promotion

Advertising Integrated Brand Promotion and Consumer Behavior

Market Segmentation Positioning and the Value Proposition

Advertising Research

Planning Advertising and Integrated Brand Promotion

Managing Creativity in Advertising and Ibp

Executing the Creative

Media Planning Essentials

Media Planning Newspapers Magazines Tv and Radio

Media Planning Advertising and Ibp in Digital and Social Media

Sales Promotion Point-Of-Purchase Advertising and Support Media

Integrating Direct Marketing and Personal Selling

Public Relations Influencer Marketing and Corporate Advertising

Filters