Question 1

In the end,message development is where the advertising and branding battle is usually won or lost.

Accepted Answer

A) True 
 B)False

Question 2

Repetition is a tried-and-true way of:

Accepted Answer

A)  posing one or more logical arguments to an engaged consumer. 
B)  gaining easier retrieval of brand names from consumer's memory. 
C)  demonstrating a brand's ability to satisfy consumers by comparing its features to those of competitive brands. 
D)  leveraging the propensity for humans to distort information in the favor of liked brands without knowing they are doing so. 
A)  posing one or more logical arguments to an engaged consumer. 
B)  gaining easier retrieval of brand names from consumer's memory. 
C)  demonstrating a brand's ability to satisfy consumers by comparing its features to those of competitive brands. 
D)  leveraging the propensity for humans to distort information in the favor of liked brands without knowing they are doing so.

Question 3

A brand messaging professional should ensure that the brand is placed in the right social setting in order for it to have a social meaning tied to it.

Accepted Answer

A) True 
 B)False

Question 4

One warning regarding sex-appeal ads is that they need to be presented in an appropriate context; otherwise,they can be a distraction,or worse.

Accepted Answer

A) True 
 B)False

Question 5

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 6

Scenario 10-2
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 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 are 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." The ad 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 10-2)Yamaha has created a witty ad.This method is effective only when the:

Accepted Answer

A)  ad is judged as funny by consumers. 
B)  ad is understood by both children and adults. 
C)  humor is directed at an unsuspecting consumer. 
D)  humor is linked directly to the brand. 
A)  ad is judged as funny by consumers. 
B)  ad is understood by both children and adults. 
C)  humor is directed at an unsuspecting consumer. 
D)  humor is linked directly to the brand.

Question 7

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

Accepted Answer

A)  Fear will get a consumer to pay attention but will rarely get a consumer to take action. 
B)  Fear is best used at very low or almost unrecognizable levels. 
C)  Fear works best when the consumer doesn't think about the ad too much. 
D)  Fear can work when it's believable and the ad shows a clear way out. 
A)  Fear will get a consumer to pay attention but will rarely get a consumer to take action. 
B)  Fear is best used at very low or almost unrecognizable levels. 
C)  Fear works best when the consumer doesn't think about the ad too much. 
D)  Fear can work when it's believable and the ad shows a clear way out.

Question 8

A television commercial depicts kids coming in from playing sports to get a drink from the kitchen.This is an example of a(n)_______.

Accepted Answer

A)  transformational ad that attempts to change the consumption experience 
B)  image ad that attempts to define a brand image 
C)  slice-of-life ad that attempts to situate a brand socially 
D)  celebrity ad that attempts to persuade the consumer 
A)  transformational ad that attempts to change the consumption experience 
B)  image ad that attempts to define a brand image 
C)  slice-of-life ad that attempts to situate a brand socially 
D)  celebrity ad that attempts to persuade the consumer

Question 9

An advertiser attempts to generate brand preference by getting consumers to simply like the product and associate it with fun and happiness.Which type of message is the advertiser sending?

Accepted Answer

A)  A feel-good message 
B)  A testimonial 
C)  A demonstration 
D)  A hard-sell message 
A)  A feel-good message 
B)  A testimonial 
C)  A demonstration 
D)  A hard-sell message

Question 10

Great messages are developed by people who can put themselves into the minds (and culture)of their audience members and anticipate their response.

Accepted Answer

A) True 
 B)False

Question 11

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)Ad #2 features a statement from a satisfied consumer.The company hopes this customer's opinion of the product will persuade others to buy its shoes.The customer has given a(n):

Accepted Answer

A)  affective association. 
B)  testimonial. 
C)  product demonstration. 
D)  infomercial. 
A)  affective association. 
B)  testimonial. 
C)  product demonstration. 
D)  infomercial.

Question 12

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 13

Fear-appeal ads are more appropriate for certain categories,such as scaring consumers not to text and drive.

Accepted Answer

A) True 
 B)False

Question 14

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 #3,marketers list a number of product benefits intended to persuade consumers to buy Adidas products.This is an example of:

Accepted Answer

A)  reason-why advertising. 
B)  social anxiety advertising. 
C)  transformational advertising. 
D)  top-of-mind advertising. 
A)  reason-why advertising. 
B)  social anxiety advertising. 
C)  transformational advertising. 
D)  top-of-mind advertising.

Question 15

An infomercial looks like an entertainment show,when it's really an ad.

Accepted Answer

A) True 
 B)False

Question 16

The first brand name that consumers remember when a particular category of products is mentioned is said to have _____ awareness.

Accepted Answer

A)  evoked set 
B)  point-of-purchase 
C)  top of mind 
D)  direct response 
A)  evoked set 
B)  point-of-purchase 
C)  top of mind 
D)  direct response

Question 17

Humorous versions of advertisements usually prove to be less persuasive than non-humorous versions of the same ad.

Accepted Answer

A) True 
 B)False

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)Emotional appeals in advertising are most effective when time is an insignificant element in achieving an objective.As opposed to this,which method is most appropriate when the goal involves creating a sense of urgency to purchase?

Accepted Answer

A)  Slice-of-life 
B)  Fear appeal 
C)  Hard-sell 
D)  Anxiety 
A)  Slice-of-life 
B)  Fear appeal 
C)  Hard-sell 
D)  Anxiety

Question 19

When an advocacy position is taken by a spokesperson in an advertisement,this is known as a(n)        ad.

Accepted Answer

A)  transformational 
B)  testimonial 
C)  feel-good 
D)  image 
A)  transformational 
B)  testimonial 
C)  feel-good 
D)  image

Question 20

Sex-appeal ads can be used to get attention,but not to create a brand image.

Accepted Answer

A) True 
 B)False

In the end,message development is where the advertising and branding battle is usually won or lost.

Repetition is a tried-and-true way of:

A brand messaging professional should ensure that the brand is placed in the right social setting in order for it to have a social meaning tied to it.

One warning regarding sex-appeal ads is that they need to be presented in an appropriate context; otherwise,they can be a distraction,or worse.

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:

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

A television commercial depicts kids coming in from playing sports to get a drink from the kitchen.This is an example of a(n)_______.

An advertiser attempts to generate brand preference by getting consumers to simply like the product and associate it with fun and happiness.Which type of message is the advertiser sending?

Great messages are developed by people who can put themselves into the minds (and culture)of their audience members and anticipate their response.

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 .

Fear-appeal ads are more appropriate for certain categories,such as scaring consumers not to text and drive.

An infomercial looks like an entertainment show,when it's really an ad.

The first brand name that consumers remember when a particular category of products is mentioned is said to have _____ awareness.

Humorous versions of advertisements usually prove to be less persuasive than non-humorous versions of the same ad.

When an advocacy position is taken by a spokesperson in an advertisement,this is known as a(n) ad.

Sex-appeal ads can be used to get attention,but not to create a brand image.

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

In the end,message development is where the advertising and branding battle is usually won or lost.

Repetition is a tried-and-true way of:

A brand messaging professional should ensure that the brand is placed in the right social setting in order for it to have a social meaning tied to it.

One warning regarding sex-appeal ads is that they need to be presented in an appropriate context; otherwise,they can be a distraction,or worse.

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:

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

A television commercial depicts kids coming in from playing sports to get a drink from the kitchen.This is an example of a(n)_______.

An advertiser attempts to generate brand preference by getting consumers to simply like the product and associate it with fun and happiness.Which type of message is the advertiser sending?

Great messages are developed by people who can put themselves into the minds (and culture)of their audience members and anticipate their response.

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 .

Fear-appeal ads are more appropriate for certain categories,such as scaring consumers not to text and drive.

An infomercial looks like an entertainment show,when it's really an ad.

The first brand name that consumers remember when a particular category of products is mentioned is said to have _____ awareness.

Humorous versions of advertisements usually prove to be less persuasive than non-humorous versions of the same ad.

When an advocacy position is taken by a spokesperson in an advertisement,this is known as a(n) ad.

Sex-appeal ads can be used to get attention,but not to create a brand image.

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