Exam 10: Creative Message Strategy

Scenario 10-4 In the "Chicago Shopping" section of the Chicago Tribune website, the following ads were listed: -An ad encouraging consumers to shop at Adidas because of its low sale prices. The ad reads, "Adidas brand apparel will increase your athletic performance. Give yourself the competitive advantage you've always wanted and shop our selection of running, soccer, basketball and golf apparel."

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Question 1

Correct Answer:

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The scenario describes an advertisement found in the "Chicago Shopping" section of the Chicago Tribune website, promoting Adidas brand apparel. The ad highlights the low sale prices as an incentive for consumers to shop at Adidas. It also claims that Adidas apparel can enhance athletic performance, suggesting that wearing Adidas can give athletes a competitive advantage in sports such as running, soccer, basketball, and golf.

The ad uses persuasive language to appeal to consumers who are interested in sports and looking for performance-enhancing athletic wear. By emphasizing the potential benefits of Adidas products on athletic performance, the ad aims to convince consumers that purchasing Adidas apparel is a worthwhile investment for their sports activities. Additionally, the mention of a sale might attract price-sensitive shoppers who are looking for high-quality sports apparel at a lower cost.

In summary, the ad is a marketing strategy designed to promote Adidas as a brand that can help improve athletic performance while also offering the appeal of affordability through sale prices. It targets consumers who are both interested in sports and looking for good deals on sports apparel.

An infomercial involves extended running time of an information or entertainment program that is, in essence, a really long commercial.

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Question 2

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An advertiser of a line of luxury resorts wants to use a complex message strategy that fosters certain moods and emotions, so realistic and powerful that they actually become part of the interaction and create new memories about the brand.In this advertisement, the objective will be to

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Question 3

Correct Answer:

Verified

A slice-of-life advertisement attempts to identify a cultural or social setting and have it rub off on a brand.

(True/False)

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Question 4

Scenario 10-4 In the "Chicago Shopping" section of the Chicago Tribune website, the following ads were listed: -An ad for the last day to save 10 percent on all purchases at Target.com. Readers are urged to act quickly because the deadline for the deal, which is boldly listed in red ink, is today. The ad also features a picture of a 40" LCD television showing the company's name and "bullseye" logo on the screen.

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Question 5

Image ads tend to generate fewer consumer counterarguments, when compared to other types of ads.

(True/False)

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Question 6

Strategic implications of fear-appeal ads include the strong possibility that they will provide the consumer with a socially acceptable defense for buying the brand.

(True/False)

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Question 7

Scientific research has suggested that false memories-including false memories of products that don't even exist-can actually be created in the minds of consumers.

(True/False)

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Question 8

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

(Multiple Choice)

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Question 9

Recently, progress has been made in understanding the mechanisms involved in feel-good advertising and the relationship between thought and feelings.It is now believed that feelings are

(Multiple Choice)

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Question 10

Scenario 10-4 In the "Chicago Shopping" section of the Chicago Tribune website, the following ads were listed: -An ad for a pair of basketball shoes accompanied by a positive endorsement from a satisfied customer. The customer stated, "I have never had a shoe like this one. I jump higher and run faster, and I am able to play longer than I ever have in the past." The ad offers a $15 coupon for use at participating FootLocker stores.

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Question 11

Of all the creative message strategy objectives depicted in the text, the persuasion objective features the greatest number of related methods, including testimonial, infomercial, comparison, demonstration, and others.

(True/False)

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Question 12

The text identifies ten objectives of advertising message strategy.Name and briefly define as many as you can, as well as the methods used to reach them.Then choose two objectives and give a real-life example demonstrating each of them.

(Essay)

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Question 13

Which of the following is true about fear when it is used in an advertisement?

(Multiple Choice)

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Question 14

Scenario 10-6 Facing stiff competition from Walmart and K-mart, executives for Target stores have decided to focus on reaching more affluent shoppers and luring them away from traditional department stores.They have already expanded the products and brands they offer to include reasonably priced items by modern design masters.Target hopes to draw more affluent shoppers into its stores through a series of advertising campaigns that are presently in the planning stages.Most of the advertising budget will be directed to ads in regional luxury magazines, which research shows are frequently read by affluent individuals. -(Scenario 10-6) Target managers feel that their potential customers, who are now shopping in department stores, must be persuaded to visit Target stores by recognizing the unique image, positive significance, and social meaning for their brand.Several methods might be used, but which of the following would be least effective in accomplishing this objective?

(Multiple Choice)

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Question 15

Comparison ads are rarely seen outside the United States, usually due to cultural customs or legal restrictions of other nations.

(True/False)

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Question 16

The unique selling proposition (USP) concept links the brand name with the removal of fear or anxiety.

(True/False)

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Question 17

The goal of a humor ad is to make the consumer laugh, thereby promoting a positive image of the brand.

(True/False)

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Question 18

If you are ever going to understand advertising, you have to understand that objects have social meanings.

(True/False)

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Question 19

An ad that takes what has been dubbed the "P&G approach" relies on social anxiety to get people to buy products.

(True/False)

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Question 20

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An infomercial involves extended running time of an information or entertainment program that is, in essence, a really long commercial.

An advertiser of a line of luxury resorts wants to use a complex message strategy that fosters certain moods and emotions, so realistic and powerful that they actually become part of the interaction and create new memories about the brand.In this advertisement, the objective will be to

A slice-of-life advertisement attempts to identify a cultural or social setting and have it rub off on a brand.

Image ads tend to generate fewer consumer counterarguments, when compared to other types of ads.

Strategic implications of fear-appeal ads include the strong possibility that they will provide the consumer with a socially acceptable defense for buying the brand.

Scientific research has suggested that false memories-including false memories of products that don't even exist-can actually be created in the minds of consumers.

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

Recently, progress has been made in understanding the mechanisms involved in feel-good advertising and the relationship between thought and feelings.It is now believed that feelings are

Of all the creative message strategy objectives depicted in the text, the persuasion objective features the greatest number of related methods, including testimonial, infomercial, comparison, demonstration, and others.

The text identifies ten objectives of advertising message strategy.Name and briefly define as many as you can, as well as the methods used to reach them.Then choose two objectives and give a real-life example demonstrating each of them.

Which of the following is true about fear when it is used in an advertisement?

Comparison ads are rarely seen outside the United States, usually due to cultural customs or legal restrictions of other nations.

The unique selling proposition (USP) concept links the brand name with the removal of fear or anxiety.

The goal of a humor ad is to make the consumer laugh, thereby promoting a positive image of the brand.

If you are ever going to understand advertising, you have to understand that objects have social meanings.

An ad that takes what has been dubbed the "P&G approach" relies on social anxiety to get people to buy products.

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 and Promotion Research

Planning Advertising and Integrated Brand Promotion

Managing Creativity in Advertising and Ibp

Executing the Creative

Media Planning Essentials

Media Planning: Newspapers, Magazines, Television, and Radio

Media Planning: Advertising and Ibp in Digitalinteractive Media

Sales Promotion, Point-Of-Purchase Advertising, and Support Media

Event Sponsorship, Product Placements, and Branded Entertainment

Integrating Direct Marketing and Personal Selling

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