Question 1

Compare and contrast corporate image advertising and corporate issue advertising,and provide an example of each.

Accepted Answer

Both are forms of corporate advertising,which focuses not on specific brands but on a corporation's overall image or on economic or social issues relevant to the corporation's interests.Corporate image advertising attempts to increase a firm's name recognition,establish goodwill for the company and its products,or identify itself with some meaningful and socially acceptable activity.Corporate issue advertising occurs when a company takes a position on a controversial social issue of public importance with the intention of swaying public opinion.

Question 2

Explain the six alternative creative strategies.For each style,provide an example of an actual advertisement that uses that style.

Accepted Answer

The six alternative creative strategies are (students' examples will vary):
1.Unique Selling Proposition (USP).With this approach the advertiser makes a superiority claim based on a unique product attribute that represents a meaningful,distinctive consumer benefit.
2.Brand image.This style involves psychosocial,rather than physical differentiation.Advertising attempts to develop an image or identity for a brand by associating the brand with symbols,drawing meaning for the brand from the culturally constituted world.Developing an image through advertising amounts to giving a brand a distinct identity,or personality.This type of advertising is transformational advertising.
3.Resonance.An advertisement resonates (patterns) the audience's life experiences.
4.Emotional.This advertising aims to reach the consumer at a visceral level and runs the gamut of positive and negative emotions.
5.Generic.The advertiser makes a claim that could be made by any company that markets a brand in that product category but makes no attempt to differentiate its brand from competitive offerings or to claim superiority.This style is most appropriate for a brand that dominates a product category.
6.Preemptive.This is employed when an advertiser makes a generic-type claim but does so with an assertion of superiority.This is clever style when a meaningful superiority claim is made because it effectively precludes competitors from saying the same thing.

Question 3

Which creative style does not focus on product claims or brand images but rather seeks to present circumstances or situations that find counterparts in the real or imagine experiences of the target audience,attempting to match "patterns" in an advertisement with the target audience's stored experiences?

Accepted Answer

A)  unique selling proposition 
B)  resonance 
C)  generic 
D)  emotional 
E)  preemptive 
A)  unique selling proposition 
B)  resonance 
C)  generic 
D)  emotional 
E)  preemptive B

Question 4

Which of the following is a criticism of the means-end approach and the method of laddering?

Accepted Answer

A)  The laddering method "forces" interviewees to identify hierarchies among attributes, consequences, and values that may actually not have existed before the interview and absent the interviewer's directive probes. 
B)  Consumers may possess clear-cut linkages between attributes and consequences but not necessarily between consequences and values. 
C)  The ultimate hierarchy constructed through laddering is a crude aggregation of the A→C→V chains from multiple individuals into a single chain that represents the input into a MECCAS model. 
D)  None of these are correct. 
E)  All of these are correct. 
A)  The laddering method "forces" interviewees to identify hierarchies among attributes, consequences, and values that may actually not have existed before the interview and absent the interviewer's directive probes. 
B)  Consumers may possess clear-cut linkages between attributes and consequences but not necessarily between consequences and values. 
C)  The ultimate hierarchy constructed through laddering is a crude aggregation of the A→C→V chains from multiple individuals into a single chain that represents the input into a MECCAS model. 
D)  None of these are correct. 
E)  All of these are correct.

Question 5

The resonance creative style is most appropriate for a company that dominates a product category.

Accepted Answer

A) True 
 B)False

Question 6

Sunshield is a new line of sunglasses that boasts lenses that grow progressively darker with increasing sunlight.Other brands have this same type of lens,but Sunshield is the first to make the claim that its product helps prevent sun lines and aging of skin.What type of creative advertising style is described here?

Accepted Answer

A)  resonance 
B)  preemptive 
C)  unique selling proposition 
D)  brand image 
E)  positioning 
A)  resonance 
B)  preemptive 
C)  unique selling proposition 
D)  brand image 
E)  positioning

Question 7

Enjoying life and receiving pleasure are fundamental to which universal value?

Accepted Answer

A)  self-direction 
B)  stimulation 
C)  hedonism 
D)  achievement 
E)  benevolence 
A)  self-direction 
B)  stimulation 
C)  hedonism 
D)  achievement 
E)  benevolence

Question 8

Advertisements containing functional-only appeals are more effective than advertisements containing both functional and psychosocial appeals.

Accepted Answer

A) True 
 B)False

Question 9

In the terms of the MECCAS model,an advertisement that proclaims that pleasure and freedom will result from the purchase of a particular brand is using pleasure and freedom as _____.

Accepted Answer

A)  driving forces 
B)  leverage points 
C)  message elements 
D)  consequences 
E)  fulcrums 
A)  driving forces 
B)  leverage points 
C)  message elements 
D)  consequences 
E)  fulcrums

Question 10

Those performing the "creative" function in the advertising-development process must know the audience for the advertisements they are to create.This "audience" is also referred to as the _____.

Accepted Answer

A)  client 
B)  focus group 
C)  target market 
D)  trade 
E)  prospects 
A)  client 
B)  focus group 
C)  target market 
D)  trade 
E)  prospects

Question 11

_____ involves in-depth,one-on-one interviews that typically last between 30 minutes to more than one hour and attempts to get at the root,or deep,reasons for why individual consumers buy certain products and brands.

Accepted Answer

A)  Chaining 
B)  Laddering 
C)  Dissecting 
D)  Unraveling 
E)  Peeling 
A)  Chaining 
B)  Laddering 
C)  Dissecting 
D)  Unraveling 
E)  Peeling

Question 12

An advertiser employs a generic creative style when making a claim that could be made by any company that markets a brand in that product category.

Accepted Answer

A) True 
 B)False

Question 13

Which value is derived from the need for variety and achieving an exciting life?

Accepted Answer

A)  self-direction 
B)  hedonism 
C)  achievement 
D)  stimulation 
E)  tradition 
A)  self-direction 
B)  hedonism 
C)  achievement 
D)  stimulation 
E)  tradition

Question 14

The generic creative style consists of an advertiser making a superiority claim based on a unique product attribute that represents a meaningful,distinctive consumer benefit.

Accepted Answer

A) True 
 B)False

Question 15

An attribute for a brand of automobiles might be engine performance.

Accepted Answer

A) True 
 B)False

Question 16

Effective advertising takes the consumer's view.

Accepted Answer

A) True 
 B)False

Question 17

Corporate issue advertising is also known as _____ advertising.

Accepted Answer

A)  advocacy 
B)  image 
C)  goodwill 
D)  selective demand 
E)  pulsing 
A)  advocacy 
B)  image 
C)  goodwill 
D)  selective demand 
E)  pulsing

Question 18

Which of the following would NOT be included in a creative brief?

Accepted Answer

A)  background 
B)  target audience 
C)  creative style 
D)  positioning 
E)  objectives and measures 
A)  background 
B)  target audience 
C)  creative style 
D)  positioning 
E)  objectives and measures

Question 19

Explain the MECCAS model,and discuss how it is used in advertising strategy formulation.

Accepted Answer

MECCAS stands for means-end conceptualiz

Question 20

The _____ creative style extends from psychographic research and structures an advertising campaign to pattern the prevailing lifestyle orientation of the intended market segment.

Accepted Answer

A)  generic 
B)  preemptive 
C)  positioning 
D)  resonance 
E)  brand-image 
A)  generic 
B)  preemptive 
C)  positioning 
D)  resonance 
E)  brand-image

Exam 10: Effective and Creative Ad Messages

Compare and contrast corporate image advertising and corporate issue advertising,and provide an example of each.

Explain the six alternative creative strategies.For each style,provide an example of an actual advertisement that uses that style.

Which of the following is a criticism of the means-end approach and the method of laddering?

The resonance creative style is most appropriate for a company that dominates a product category.

Enjoying life and receiving pleasure are fundamental to which universal value?

Advertisements containing functional-only appeals are more effective than advertisements containing both functional and psychosocial appeals.

In the terms of the MECCAS model,an advertisement that proclaims that pleasure and freedom will result from the purchase of a particular brand is using pleasure and freedom as _____.

Those performing the "creative" function in the advertising-development process must know the audience for the advertisements they are to create.This "audience" is also referred to as the _____.

_____ involves in-depth,one-on-one interviews that typically last between 30 minutes to more than one hour and attempts to get at the root,or deep,reasons for why individual consumers buy certain products and brands.

An advertiser employs a generic creative style when making a claim that could be made by any company that markets a brand in that product category.

Which value is derived from the need for variety and achieving an exciting life?

The generic creative style consists of an advertiser making a superiority claim based on a unique product attribute that represents a meaningful,distinctive consumer benefit.

An attribute for a brand of automobiles might be engine performance.

Effective advertising takes the consumer's view.

Corporate issue advertising is also known as _____ advertising.

Which of the following would NOT be included in a creative brief?

Explain the MECCAS model,and discuss how it is used in advertising strategy formulation.

The _____ creative style extends from psychographic research and structures an advertising campaign to pattern the prevailing lifestyle orientation of the intended market segment.

An Overview of Integrated Marketing Communications

Enhancing Brand Equity and Accountability

Brand Adoption, Brand Naming and Intellectual Property Issues

Environmental, Regulatory and Ethical Issues

Segmentation, Targeting, and Positioning

The Communications Process and Consumer Behavior

The Role of Persuasion in IMC

Imc Objective Setting and Budgeting

An Overview of Advertising Management

Endorsers and Message Appeals in Advertising

Traditional Ad Media

Digital Media: Online, Mobile and App Advertising

Social Media

Direct Marketing, CRM, and Other Media

Media Planning and Analysis

Measuring Ad Message Effectiveness

Sales Promotion Overview and the Role of Trade Promotion

Consumer Sales Promotion: Sampling and Couponing

Consumer Sales Promotion: Premiums and Other Promotions

Public Relations, Content Marketing, Viral Marketing, and Sponsorships

Packaging, Pop Communications, and Signage

Personal Selling

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