Exam 7: Creative Strategy Decisions

The notion that a low credibility source may be just as effective as a high credibility source with the passing of time is known as the:

The use of celebrities in commercials is generally based on the source characteristics of _____ and represents an attempt to induce persuasion through the ______ process.

A number of years ago Shell advertised its premium grade of gasoline as the only brand with platformate,a special ingredient that helped clean the engine and yield higher gas mileage.This is an example of what type of approach to a major selling idea?

An advertising campaign theme:

The creative themes of advertising are usually developed with the intention of being used for a long time period.This statement falls under the category of:

______ of a commercial has been proven to be a major determinant of success in changing brand preferences.

A potential problem of using advertising with a strong fear appeal message to try and discourage drug abuse by teenagers is that:

Advertising appeals that express or imply some type of physical or emotional danger and try to arouse consumers to take steps to remove the threat are known as _____ appeals.

Which of the following statements about image advertising is true?

Dara is the creative director for the Wise-Humphrey advertising agency.She spends an hour every morning reading publications such as Marketing Magazine,Strategy,and The National Post to gain a better understanding of what is happening in the world of marketing and advertising.This activity can be characterized as:

Which of the following statements about the use of corporate leaders as advertising spokespersons is true?

Marketers try to select spokespeople whose traits will maximize their message influence.The three categories of source attributes that should be considered during the selection process are:

Which of the following statements about feature appeals is true?

The ongoing tales of Salty the personified salt shaker in Knorr Sidekicks ads is an example of the use of the _______ approach to determining the creative theme.

Technical and high-involvement products often use a(n)_____ appeal.

Focus groups can be used during the advertising creative process to each of the following EXCEPT:

The computer software company Intuit runs an advertising campaign for Quicken that promotes the fact that it is the most preferred and bestselling brand of financial software.This is an example of what type of advertising appeal?

_____ research is a qualitative research method where 10 to 12 consumers from a target market are led through a discussion about a topic such as women's shoes or hunting.

It is important that marketers ensure that all ads feature a similar "look and feel." This statement falls under the category of:

_____ is the ability to generate fresh,unique,and appropriate ideas that can be used as solutions to communication problems.