Deck 10: Effective and Creative Ad Messages

Question 1

Creative ads share two features: originality and appropriateness.

Answer 1

True

Question 2

The emotional style can be used when advertising virtually any brand,but it is best not to appeal to negative emotions.

Answer 2

False

Question 3

Effective advertising takes the consumer's view.

Answer 3

True

Question 4

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

Question 5

Effective advertising should promise more than it can deliver.

Question 6

Functionally-oriented advertising appeals to consumers' needs for tangible,physical,concrete benefits.

Question 7

The preemptive creative style is a clever strategy when a meaningful superiority claim is made because it effectively precludes competitors from saying the same thing.

Question 8

It is solely the advertiser's job to identify what medium is best for reaching the target audience.

Question 9

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

Question 10

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

Question 11

"Agency mistakes" result from the agency's failure to identify a meaningful value proposition that distinguishes the brand from competitive offerings.

Question 12

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

Question 13

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

Question 14

A preemptive creative style is employed when an advertiser makes a generic-type claim but does so with an assertion of superiority.

Question 15

The resonance creative style structures an advertising campaign to pattern the prevailing lifestyle orientation of the intended market segment.

Question 16

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

Question 17

A creative brief is a document designed to channel copywriters' and other creatives' efforts toward a solution that will serve the interests of the client.

Question 18

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.

Question 19

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.

Question 20

Account managers are the voice of the customer.

Question 21

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

A) Concretizing
B) Novelty
C) Effectiveness
D) Simplicity
E) Appropriateness

Question 22

One facet of ad creativity,appropriateness,means that _____.

A) an advertisement does not offend the target audience
B) an advertisement wins creativity awards from advertising trade associations
C) an advertisement offers a useful solution to a marketing problem
D) the methods, techniques, and copy are novel for the product category
E) it is typical of advertisements for that product category

Question 23

Which of the following is a feature of creative ads?

A) novelty
B) appropriateness
C) intensity
D) a and b only
E) a, b, and c

Question 24

Values represent those short-term beliefs people hold regarding what is important in life.

Question 25

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.

Question 26

_____ addresses the matter of whether an advertisement reflects empathy with the target audience's basic needs and wants as they relate to making a brand-choice decision in a particular product category.

A) Appropriateness
B) Novelty
C) Stickiness
D) Concreteness
E) Connectedness

Question 27

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

Question 28

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

Question 29

Advertisements that violate the _____ feature fail to capture the brand's critical essence- its positioning strategy-or present excessive information that dilutes the message of the brand's essence.

A) unexpectedness
B) simplicity
C) novelty
D) concreteness
E) credibility

Question 30

Which of the following is FALSE regarding effective advertising?

A) It must extend from sound marketing strategy.
B) Effective advertising must take the advertiser's view.
C) Advertising must find a unique way to break through the clutter.
D) Good advertising should never promise more than it can deliver.
E) Good advertising prevents the creative idea from overwhelming the strategy.

Question 31

The value of universalism is derived from the need for variety and achieving an exciting life.

Question 32

Consequences are what consumers hope to receive (benefits)or avoid (detriments)when consuming brands.

Question 33

Advertisers can get people to care about their brands by appealing to _____ that are relevant to the product category in which the advertised brand competes.

A) benefits
B) emotions
C) motivations
D) rational thoughts
E) behaviors

Question 34

MECCAS is an acronym for Means-End Conceptualization of Components for Advertising Strategy.

Question 35

Advertising messages a target audience comprehends as is intended by the advertiser that are remembered,and that change the audience's brand-related opinions or behavior are referred to as _____ ads.

A) slice-of-life
B) generic
C) sticky
D) novel
E) advocacy

Question 36

Two distinct forms of corporate advertising are image and issue advertising.

Question 37

Corporate image advertising involves a company taking a position on a controversial social issue of public importance with the intention of swaying public opinion.

Question 38

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

Question 39

The self-direction value includes the desire for freedom,independence,choosing one's goals,and creativity.

Question 40

_____ is a necessary but insufficient condition for advertising creativity.

A) Humor
B) Imagery
C) Synergy
D) Novelty
E) Symbolism

Question 41

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

A) price
B) benefits
C) features
D) meaning
E) distribution

Question 42

Although not a typical practice in the ad industry when constructing creative briefs,it is desirable to indicate not only what objectives are to be accomplished but also _____.

A) how analyses will be conducted
B) who will be responsible for various tasks
C) why these objectives are appropriate
D) how achievement of the objectives will be measured
E) what is expected of the client

Question 43

The essence of a message and the reward to the consumer for investing his or her time attending an advertisement is known as a(n)_____.

A) value proposition
B) creative brief
C) appropriateness summary
D) uniqueness proposition
E) message summary

Question 44

The brand image,resonance,and emotional creative strategies are _____ strategies.

A) functionally-oriented
B) symbolically/experientially-oriented
C) category-dominance
D) category-oriented
E) consumer-oriented

Question 45

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?

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

Question 46

The unique selling proposition style is a _____ advertising strategy.

A) functionally-oriented
B) symbolically-oriented
C) experientially-oriented
D) category-dominance
E) category-oriented

Question 47

In which creative style does an advertiser make a superiority claim based on a unique product attribute that represents a meaningful,distinctive consumer benefit?

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

Question 48

A document designed to channel copywriters' and other creatives' efforts toward a solution that will serve the interests of the client is known as a(n)_____.

A) advertising platform
B) creative platform
C) creative copy
D) advertising copy
E) creative brief

Question 49

A manufacturer of automobiles that advertises as the only automobile where you can unlock the door with your thumb print,is using the _____ creative style.

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

Question 50

_____ 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.

A) Successful campaigns
B) Marketing mistakes
C) Agency mistakes
D) Complete disasters
E) Successful executions

Question 51

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

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

Question 52

The generic and preemptive creative strategies are _____ strategies.

A) functionally-oriented
B) symbolically-oriented
C) experientially-oriented
D) category-dominance
E) category-oriented

Question 53

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

Question 54

Levi's 501 and 502 jeans are advertised as casual clothes for fashion-conscious young people.In comparison,J.C.Penney advertises their Plain Pockets as no-nonsense and more economical than the name brands.J.C.Penney is practicing what type of advertising style?

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

Question 55

_____ strategies do not necessarily use any particular type of appeal to consumers but are designed to achieve an advantage over competitors in the same product category.

A) Symbolically-oriented
B) Functionally-oriented
C) Experientially-oriented
D) Category-dominance
E) Functionally-dominant

Question 56

Which of the following is an advertising creative style?

A) unique selling proposition
B) brand image
C) resonance
D) generic
E) All of these are correct.

Question 57

The _____ creative style involves psychological,rather than physical,differentiation.

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

Question 58

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 _____.

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

Question 59

Beyond thoughts and feelings,the creative brief focuses on the specific _____ the advertising campaign is designed to motivate in the target audience.

A) memories
B) cognitive connections
C) schemata
D) attitudes
E) action

Question 60

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

A) Symbolically-oriented
B) Experientially-oriented
C) Functionally-oriented
D) Transformational
E) Factually-oriented

Question 61

Most personal computers purchased by households are acquired primarily to assist children in their school work.In referring to its brand of PC,one computer company came up with the clever advertising line "The teacher's aid." This line is the only notable aspect of the company's advertising.What creative style is the company employing?

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

Question 62

Marian is concerned with the preservation and enhancement of her family and friends.She is honest,loyal,and helpful.She possesses the _____ value.

A) benevolence
B) universalism
C) conformity
D) self-direction
E) security

Question 63

Features or aspects of advertised brands are known as _____.

A) consequences
B) values
C) specifics
D) perspectives
E) attributes

Question 64

Which of the following is a universal value?

A) self-direction
B) hedonism
C) achievement
D) benevolence
E) All of these are correct.

Question 65

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?

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

Question 66

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

A) consequences
B) values
C) specifics
D) attributes
E) sections

Question 67

Which of the following is NOT a universal value?

A) stimulation
B) security
C) feminism
D) conformity
E) benevolence

Question 68

_____ advertising associates the experience of using an advertised brand with a unique set of psychological characteristics that typically would not be associated with the brand experience to the same degree without exposure to the advertisement.

A) Informational
B) Resonance
C) Preemptive
D) Suggestive
E) Transformational

Question 69

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

A) means-end chain
B) ladder
C) mecca
D) interconnect
E) value connect

Question 70

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

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

Question 71

The emotional creative style would work especially well for _____.

A) food
B) jewelry
C) cosmetics
D) soft drinks
E) All of these are correct.

Question 72

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?

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

Question 73

The generic creative style is most appropriate for a company that _____.

A) has a lower price than their major competitor
B) has a higher price than their major competitor
C) dominates a product category
D) has a major competitive advantage over their major competitors
E) sells a high percentage of their products to foreign markets

Question 74

The _____ creative style is employed when an advertiser makes a generic-type claim but does so with an assertion of superiority.

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

Question 75

The _____ creative style is employed when an advertiser makes no attempt to differentiate its brand from competitive offerings nor to claim superiority.

A) preemptive
B) positioning
C) resonance
D) emotional
E) generic

Question 76

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?

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

Question 77

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

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

Question 78

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

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

Question 79

Enduring beliefs people hold regarding what is important in life are known as _____.

A) attributes
B) values
C) norms
D) roles
E) consequences

Question 80

Harriett purchased a very expensive watch.The _____ of wearing the watch is the status that Harriett is seeking.

A) attributes
B) power
C) specifics
D) values
E) consequences