Exam 10: Effective and Creative Ad Messages

In the creative brief,the brand management team must clearly articulate the brand's _____.

A value proposition is the essence of a message and the reward to the consumer for investing his or her time attending an advertisement.

Jif Peanut Butter has long used the slogan "Choosy mothers choose Jif." This campaign does not directly challenge competitors but instead relies upon an understanding of the consumer's desire to be perceived as a good parent.Hence,in the sense that Jif is being advertised as the "good-parent peanut butter," what advertising style is being used?

Features or aspects of advertised brands are known as _____.

Laddering is a marketing research technique that has been developed to identify links between attributes,consequences,and values.

_____ is based on the idea that it is easier for people to remember and retrieve tangible rather than abstract information.

The _____ are what consumers hope to receive or avoid when consuming products.

Assume that the advertising agency you work for is interested in writing a policy statement to describe the fundamental aspects of effective advertising.The statement will eventually appear in a promotional brochure for prospects and customers.Your assignment is to write the first draft of this statement.

According to the MECCAS model,the value orientation represents the product value level on which the advertising style focuses and can be thought of as the driving force behind the advertising execution.

Advertisements for athletic shoes often focus on technological features such as special shock-absorbing sole construction.What creative advertising style is being used when the advertising for a brand of athletic shoes focuses on a particular technological feature?

A(n)_____ represents the linkages among brand attributes,the consequences obtained from using the brand,and the personal values that the consequences reinforce.

Your company markets a molded-plastic product that is shaped like a baseball and is used as an inventorying device for storing baseball cards.You will advertise this product as a gift item to be purchased by parents of young children.Your advertising will feature the nostalgia of collecting baseball cards.What creative style are you using?

Which of the following is an advertising creative style?

The brand-image creative style attempts to develop an image or identity for a brand by associating the product with symbols.

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

Laddering is a marketing research technique that has been developed to identify links between _____.

_____ advertising appeals to consumers' needs for tangible,physical,concrete benefits.

_____ occur when the advertising agency comes up with a good,creative execution,but this cannot make up for the absence of a convincing value proposition.

Laddering involves short,one-on-one interviews that typically last between 5 to 10 minutes.

The MECCAS model provides a procedure for applying the concept of means-end chains to the creation of advertising messages.