Question 1

An expert testimonial ad for a brand of mouthwash would be most likely to use the ad.

Accepted Answer

A)  an animal 
B)  a dentist 
C)  a popular cartoon character 
D)  a famous sportsperson 
A)  an animal 
B)  a dentist 
C)  a popular cartoon character 
D)  a famous sportsperson B

Question 2

Name and describe in detail the three primary methods of promoting brand recall.Give an example of each from familiar ads or commercials.Explain why brand recall is particularly relevant to the advertising of "low- involvement" goods and services.

Accepted Answer

There are three methods used to promote easy brand recall—repetition of the brand
name, use of slogans and jingles, and point-of-purchase methods.

Repetition ads play off the notion that things said more often will be remembered more easily than things said less frequently, and so the brand name is mentioned over and over again.

Slogans and jingles rely on linguistic devices to enhance brand name retrieval, such as metaphors, similes, rhyme, meter, and (in the case of jingles) music.

Point-of-purchase methods involve in-store displays that act as instant reminders for brands. These include eye-catching visual displays at the store entrances and within store aisles, or within the packaging itself.

Student examples may vary.

Low involvement goods are often parity goods—such items as soap, laundry
detergent, cereal, canned soup. Low-involvement services might include such ordinary transactions as film developing and dry cleaning. In the case of low-involvement goods, the first brand remembered is often the most likely brand to be purchased—just the recall of a name can drive the purchase decision. Consumers choose from among parity brands, not because of extensive deliberation, but because of name recall and habit.

Question 3

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. A

Question 4

An advertorial is an ad that is designed to look like a newspaper article.

Accepted Answer

A) True 
 B)False

Question 5

A concern about anxiety ads is the ethical issues.

Accepted Answer

A) True 
 B)False

Question 6

Image advertising prefers the use of visual over text elements.

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

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 decide to run magazine ads with very few words,focusing on visuals of the Target logo (the recognizable red ball)and high-end goods sold in their stores.Target is attempting to use an efficient communication that sends a message at a glance,in the form of:

Accepted Answer

A)  image ads. 
B)  demonstration ads. 
C)  point-of-purchase ads. 
D)  comparison ads. 
A)  image ads. 
B)  demonstration ads. 
C)  point-of-purchase ads. 
D)  comparison ads.

Question 9

Research on the topic of using sex in the ad business generally confirms that sex-appeal ads can be effective when:

Accepted Answer

A)  more focus groups and communication tests are ordered. 
B)  the ad produces enough "heat." 
C)  they emphasize how one looks, feels, and smells. 
D)  the context is appropriate. 
A)  more focus groups and communication tests are ordered. 
B)  the ad produces enough "heat." 
C)  they emphasize how one looks, feels, and smells. 
D)  the context is appropriate.

Question 10

Research has suggested that advertisers should exert caution when attempting to use certain methods of advertising.List at least two of these methods and,for each method,describe two of the lessons that advertisers can learn from the research.

Accepted Answer

Humor ads: Research suggests that

Question 11

Scenario 10-1
During tough economic times, many companies rely on memories of "the good old days" to help advertise their products. Looking for a bit of a jumpstart, PepsiCo turned to nostalgia-heavy advertisements late in 2009, which 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.

Question 12

Scenario 10-4
In the "Chicago Shopping" section of the Chicago Tribune website, the following ads were listed: 1. 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 "bull's-eye" logo on the screen. 2. An ad for a pair of basketball shoes accompanied by a positive endorsement from a satisfied customer. The customer states, "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 $19 coupon for use at participating Foot Locker stores. 3. 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." 4. An ad listing a limited time offer for a pair of expensive jeans. The ad shows a fictional character being laughed at by an attractive female because of his old, raggedy jeans. The man being laughed at appears incredibly embarrassed. Marketers want consumers to feel more accepted in society when they wear this particular pair of jeans. (ChicagoTribune.com, October 26, 2010) 
-(Scenario 10-4)In ad #1,the company's name and logo are at the center of the advertisement.Apparently,marketers are trying to hammer the images into consumers' heads.Target likely created the ad based on which of the following accepted concepts concerning repetition?

Accepted Answer

A)  Repetition is a complex form of advertising. 
B)  Repetition is best used during direct comparison with other brands. 
C)  Repetition is a good way of gaining easier retrieval of brand names from consumers' memory. 
D)  Repetition advertising works well when considering the purchase of parity products. 
A)  Repetition is a complex form of advertising. 
B)  Repetition is best used during direct comparison with other brands. 
C)  Repetition is a good way of gaining easier retrieval of brand names from consumers' memory. 
D)  Repetition advertising works well when considering the purchase of parity products.

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

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 Hollywood talent to help promote its brand. Actors Jaime Presley, 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)It is believed in advertising that repeated exposure to a particular stimulus will increase the chances of the stimulus being remembered in the future.This describes the term:

Accepted Answer

A)  brand recall. 
B)  advertisement remembrance. 
C)  strong memory. 
D)  display memory. 
A)  brand recall. 
B)  advertisement remembrance. 
C)  strong memory. 
D)  display memory.

Question 15

The unique aspect that the product or service advertised has is known as:

Accepted Answer

A)  unique selling proposition. 
B)  transformational advertising. 
C)  social branding. 
D)  message strategy. 
A)  unique selling proposition. 
B)  transformational advertising. 
C)  social branding. 
D)  message strategy.

Question 16

A criticism of social anxiety ads is that historically they have been disproportionally targeted at women.

Accepted Answer

A) True 
 B)False

Question 17

There are ten major objectives of advertising message strategy.Name and briefly define them,as well as the methods used to reach them.Give a real-life example demonstrating two of these objectives.

Accepted Answer

The ten objectives of advertising messag

Question 18

Scenario 10-1
During tough economic times, many companies rely on memories of "the good old days" to help advertise their products. Looking for a bit of a jumpstart, PepsiCo turned to nostalgia-heavy advertisements late in 2009, which 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)Nearly everyone in advertising understands the powerful role emotions play in advertising,but emotions can also:

Accepted Answer

A)  be the only tool available when the objective is to persuade the consumer. 
B)  become a product attribute linked to the brand. 
C)  be an excellent tool for use in repetition, slogans, and jingles. 
D)  never become part of the product. 
A)  be the only tool available when the objective is to persuade the consumer. 
B)  become a product attribute linked to the brand. 
C)  be an excellent tool for use in repetition, slogans, and jingles. 
D)  never become part of the product.

Question 19

Scenario 10-5 In 2007, Ford Motor Company fell from second to third in the U.S. annual vehicle sales for the first time in 56 years. Facing stiff competition from foreign automakers and brand indifference amongst U.S. consumers, Ford appeared to be headed towards turbulent times. However, when marketing and advertising guru Jim Farley joined Ford in November 2007, he brought with him a number of fresh ideas that helped turn the company in the right direction. Farley quickly found that Americans had become indifferent to the Ford brand, which in his opinion was even worse than disliking the brand. So Farley, along with the rest of the marketing team at Ford, created a campaign that used catchy songs and cheerful images to accompany its line of automobiles. The marketing team at Ford began heavily utilizing the Internet to promote the Ford Fiesta, which was the focus of a campaign that greatly increased awareness of the Ford brand. The company also stressed the value of buying environment-friendly cars, a move it hoped would improve the brand's image throughout the world. These moves appeared to work-in late 2010, Ford was once again named the second-leading automotive company in the United States, as well as the fourth largest in the world. ("Ford Can Fiesta Again." The Economist, October 28, 2010)
-(Scenario 10-5)Ford used a number of catchy songs in its advertisements.One advantage of using jingles in advertising is that:

Accepted Answer

A)  it gives consumers something fun to listen to. 
B)  it promotes brand recall. 
C)  it makes consumers think before purchasing a particular product. 
D)  consumers respond better to sounds than they do to images. 
A)  it gives consumers something fun to listen to. 
B)  it promotes brand recall. 
C)  it makes consumers think before purchasing a particular product. 
D)  consumers respond better to sounds than they do to images.

Question 20

Social anxiety advertising often presents the brand as part of the solution to a problem.

Accepted Answer

A) True 
 B)False

An expert testimonial ad for a brand of mouthwash would be most likely to use the ad.

Name and describe in detail the three primary methods of promoting brand recall.Give an example of each from familiar ads or commercials.Explain why brand recall is particularly relevant to the advertising of "low- involvement" goods and services.

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:

An advertorial is an ad that is designed to look like a newspaper article.

A concern about anxiety ads is the ethical issues.

Image advertising prefers the use of visual over text elements.

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

Research on the topic of using sex in the ad business generally confirms that sex-appeal ads can be effective when:

Research has suggested that advertisers should exert caution when attempting to use certain methods of advertising.List at least two of these methods and,for each method,describe two of the lessons that advertisers can learn from the research.

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

The unique aspect that the product or service advertised has is known as:

A criticism of social anxiety ads is that historically they have been disproportionally targeted at women.

There are ten major objectives of advertising message strategy.Name and briefly define them,as well as the methods used to reach them.Give a real-life example demonstrating two of these objectives.

Social anxiety advertising often presents the brand as part of the solution to a problem.

The World of Advertising and IBP

The Structure of the Advertising Industry: Advertisers, advertising Agencies, 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, television, and Radio

Media Planning: Advertising and IBP in Digital, social, Mobile Media

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

Event Sponsorship, product Placements, and Branded Entertainment

Integrating Direct Marketing and Personal Selling

Public Relations, influencer Marketing, and Corporate Advertising

Filters

Exam 10: Creative Message Strategy

An expert testimonial ad for a brand of mouthwash would be most likely to use the ad.

Name and describe in detail the three primary methods of promoting brand recall.Give an example of each from familiar ads or commercials.Explain why brand recall is particularly relevant to the advertising of "low- involvement" goods and services.

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:

An advertorial is an ad that is designed to look like a newspaper article.

A concern about anxiety ads is the ethical issues.

Image advertising prefers the use of visual over text elements.

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

Research on the topic of using sex in the ad business generally confirms that sex-appeal ads can be effective when:

Research has suggested that advertisers should exert caution when attempting to use certain methods of advertising.List at least two of these methods and,for each method,describe two of the lessons that advertisers can learn from the research.

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

The unique aspect that the product or service advertised has is known as:

A criticism of social anxiety ads is that historically they have been disproportionally targeted at women.

There are ten major objectives of advertising message strategy.Name and briefly define them,as well as the methods used to reach them.Give a real-life example demonstrating two of these objectives.

Social anxiety advertising often presents the brand as part of the solution to a problem.

The World of Advertising and IBP

The Structure of the Advertising Industry: Advertisers, advertising Agencies, 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, television, and Radio

Media Planning: Advertising and IBP in Digital, social, Mobile Media

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

Event Sponsorship, product Placements, and Branded Entertainment

Integrating Direct Marketing and Personal Selling

Public Relations, influencer Marketing, and Corporate Advertising

Filters