Deck 10: Creative Message Strategy

Question 1

A big advantage of sex-appeal ads is that they get lots of attention.

Answer 1

True

Question 2

Two common methods for promoting recall are repetition and memory aids.

Answer 2

True

Question 3

An infomercial involves extended running time of an information or entertainment program that is, in essence, a really long commercial.

Answer 3

True

Question 4

Advertisers have found that when a category is suggested, the very first brand remembered is often the one purchased.

Question 5

Commercials that show ordinary people being stopped on the street to comment on a product are employing a type of average-user testimonial.

Question 6

Of all the creative message strategy objectives depicted in the text, the persuasion objective features the greatest number of related methods, including testimonial, infomercial, comparison, demonstration, and others.

Question 7

Compared to achieving a brand recall objective, achieving a persuasion objective typically requires less cognitive processing on the part of the consumer.

Question 8

The concept of message strategy refers to both objectives and methods-essentially, what you want to do, and how you want to plan it.

Question 9

Advertisers use feel-good advertising when all they want is for consumers to laugh.

Question 10

Point-of-purchase methods have the strategic advantage of inherent credibility based on the idea that "seeing is believing."

Question 11

An advertorial is an ad that is designed to look just like a newspaper article.

Question 12

Feel-good ads sometimes focus on certain aspects of a product in order to get consumers not to think about other things related to it.

Question 13

The goal of a humor ad is to make the consumer laugh, thereby promoting a positive image of the brand.

Question 14

With few exceptions, it has been proven over and over that "sex sells."

Question 15

"The night-time, sniffling, sneezing, coughing, aching, stuffy-head, fever, so-you-can-rest medicine" is an example of point-of purchase advertising.

Question 16

The unique selling proposition (USP) concept links the brand name with the removal of fear or anxiety.

Question 17

One drawback of reason-why ads is that they offer a concrete list of arguments that consumers may enjoy disputing.

Question 18

Comparison ads are rarely seen outside the United States, usually due to cultural customs or legal restrictions of other nations.

Question 19

Humorous versions of advertisements often prove to be more persuasive than nonhumorous
versions of the same ad.

Question 20

There is evidence that as the media environment gets more cluttered, feeling-based ads may actually do better than thought-based ads.

Question 21

The component of advertising that defines the goals of the advertiser and how those goals will be achieved is known as

A)marketing objective.
B)advertising planning.
C)creative strategy.
D)message strategy.

Question 22

Repetition advertising is a(n) ____ game that at least increases the odds of a name being recognized, a product being remembered, and hopefully a sale being made.

A)subliminal
B)probability
C)cognitive
D)emotional

Question 23

A slice-of-life advertisement attempts to identify a cultural or social setting and have it rub off on a brand.

Question 24

The main advantage of using an intense level of fear-appeal advertising is that, like it or not, it boosts recall and creates a positive attitude toward the brand.

Question 25

One of the strategic implications of the slice-of-life advertising approach is the possibility that the brand may become a cultural icon-another Coca-Cola.

Question 26

Scientific research has suggested that false memories-including false memories of products that don't even exist-can actually be created in the minds of consumers.

Question 27

Strategic implications of fear-appeal ads include the strong possibility that they will provide the consumer with a socially acceptable defense for buying the brand.

Question 28

If you are ever going to understand advertising, you have to understand that objects have social meanings.

Question 29

Advertisers don't just want their brand to be remembered.At the very least, they want their brand to make it onto a short list of products that come to mind when the main category is suggested.What concept does this involve?

A)top-of-mind
B)brand loyalty
C)evoked set
D)word-of-mouth

Question 30

Very simple strategies centering on _____ are popular on the Internet, where a familiar name is merely placed in so many locations that an online user will see it over and over again.

A)transformation
B)image
C)demonstration
D)repetition

Question 31

A frequent criticism of social anxiety ads is that historically they have ignored an entire population-namely, women.

Question 32

The transformational ad focuses on the risk of physical harm or negative social consequences if the consumer neglects to use a certain brand.

Question 33

Transformational ads connect brands so closely to actual experiences that people automatically think of ad material in certain situations, incorporating these words and images into their long-term memories.

Question 34

A slogan is a(n) ____ linked to a brand in a memorable way.

A)visual image
B)linguistic device
C)emotional meaning
D)rhyming song

Question 35

One of the most effective types of advertising around involves messages that want you to change your behavior after worrying about something.

Question 36

Some people assume a brand is the most popular, even superior, based on the fact that they happen to think of it first when the category is mentioned.So the ____ brand may be seen as the leading brand, even when it isn't.

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

Question 37

Social roles-mothers, fathers, romantic partners-and the consumer's inadequacies and worries about fulfilling them, are often used in selling products.

Question 38

The theory behind transformational advertising is that it can actually improve the consumption experience.

Question 39

Image ads tend to generate fewer consumer counterarguments, when compared to other types of ads.

Question 40

An ad that takes what has been dubbed the "P&G approach" relies on social anxiety to get people to buy products.

Question 41

There is one big difference between a successful and an unsuccessful humor ad-the joke or payoff in the successful one

A)is funnier.
B)can be run more often.
C)is linked to the product.
D)puts down the competition.

Question 42

The risk taken with the ____ testimonial is that the person may some day experience a fall from grace or a damaged reputation, thereby bringing negative aspects to the brand.

A)infomercial
B)demonstration
C)expert
D)celebrity

Question 43

Humor ads are used most often to

A)invoke a direct response to the brand within a set time period.
B)create a pleasant and memorable association with the brand.
C)connect the brand with a social or cultural setting.
D)define the brand image.

Question 44

A group of friends sitting in a bar talk and joke about various beer commercials.One of them describes an ad and they all laugh, and then someone says, "That is one great ad.Who was that for, anyway?" The text clearly makes the point that if someone is asking which product is behind an ad, it

A)is not a great ad.
B)has successfully used product recall.
C)generates anxiety instead of humor.
D)is not really a funny ad.

Question 45

As noted in the text, Tom Reichert, a professor at the University of Georgia, attempted to summarize the traditional wisdom in the world of advertising by saying that the use of sex

A)sells.
B)has its risks but is worth it.
C)requires too much thought and commitment.
D)is desperate and amateurish.

Question 46

Recently, progress has been made in understanding the mechanisms involved in feel-good advertising and the relationship between thought and feelings.It is now believed that feelings are

A)less powerful than thoughts.
B)expressed in a more primitive way than thoughts.
C)generated from the same system as thoughts.
D)slower than thoughts.

Question 47

It has been known for a long time that jingles and slogans are linked to a concept called ____, that is, people find them catchy and easy to repeat.

A)rehearsal
B)appreciation
C)comparison
D)visualization

Question 48

The main objective of hard-sell messages is to

A)create a sense of urgency so that consumers will act quickly.
B)highlight a consumers inadequacy within the context of a social role.
C)create in the consumer a pleasant and memorable association with the brand.
D)highlight the risk of harm or negative consequences of not using the advertised brand.

Question 49

An advertiser for bubble gum 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?

A)feel-good
B)fear-appeal
C)sex-appeal
D)hard-sell

Question 50

A real-life nurse discussing the benefits of a home blood-pressure kit and a real-life librarian promoting the advantages of a children's reading program are both

A)acting as expert spokespeople.
B)lending celebrity credibility.
C)providing real-life demonstrations.
D)delivering average-user testimonials.

Question 51

When compared to fear, anxiety

A)is not as effective in advertising.
B)can last longer.
C)is easier to identify.
D)is used less often in ads.

Question 52

Which company, mentioned in the text, has for about 100 years consistently used powerful scenes filled with positive emotions to make it clear that its brand represents good memories?

A)Kodak
B)Ivory
C)Campbell's
D)Kellogg's

Question 53

Several ads for lingerie, jeans, and perfume in a sophisticated fashion magazine provide instances in which a sex-appeal message is successfully used.This occurs because the

A)right model is chosen.
B)product is appropriate.
C)image approach is used.
D)brand is bought for emotional reasons.

Question 54

The value of the testimonial lies in the _____ behind the presentation of a brand's attributes.

A)truth
B)authority
C)anxiety
D)information

Question 55

According to the text, some research has indicated that ____ is the single most common response that people have to ads.

A)creative resistance
B)recall
C)counterargument
D)brand switching

Question 56

Consumers often rely on opinions and testimonials from people they consider similar to themselves, more than on direct information or solid evidence about a product.This theory centers around the importance of a person's

A)consumer behavior.
B)reference group.
C)anxiety level.
D)brand loyalty.

Question 57

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

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 58

Which type of ads that are designed to persuade the consumer are most likely to actually confuse the consumer?

A)comparison ads
B)hard-sell ads
C)reason-why ads
D)information-only ads

Question 59

A firm sells a medical-alert device that elderly people wear around their necks.If they fall or find themselves in an emergency situation, they can just press the button to signal an emergency crew.The company decides to create a fear-appeal ad for the device.A potential downside of this strategy is that

A)fear of the situation is easily transferred to fear of the product.
B)the use of too little or too much fear may do nothing.
C)fear is not a strong enough emotion to get a consumer to act.
D)no research has shown that fear is effective.

Question 60

Comparison ads are almost never used by ____, but are almost always generated by ____.

A)agency creative departments; corporate marketing departments
B)established market leaders; the underdog brand
C)advertisers seeking recall; advertisers seeking image
D)advertisers of new products; advertisers of traditional products

Question 61

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 jump-start itself, PepsiCo turned to nostalgia-heavy advertisements late in 2009, which were 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) Nearly everyone in advertising understands the powerful role emotions can play in advertising, but in addition, emotions can

A)be the only tool available when the objective is to persuade the consumer.
B)become a product attribute linked to the brand
C)be an excellent tool for use in repetition, slogans and jingles.
D)never become part of the product.

Question 62

Scenario 10-2
National clothing retailer, Old Navy has been known for its creative ad campaigns for a number of years. In 2010, the company decided to tap into some Hollywood talent to help promote its brand. Actors Jaime Pressly, Bailey Chase, and Judy Greer were signed to support the company's Scream for Savings initiative, a campaign designed to reach consumers with comedic messages. Old Navy spent over $100 million in measured media through the first two-thirds of 2010, and annual ad spending has topped $175 million in recent years.("Old Navy Taps Hollywood Talent for Halloween Spot" Brandweek Magazine, October 29, 2010)
(Scenario 10-2) When entering an Old Navy store, customers immediately see a display that was designed to spark memories of the company's new advertisements. The display features life-sized cutouts of the actors starring in the commercials as well as a sign that contains a popular line from the ad. The display is an example of

A)a message strategy.
B)top of mind advertising.
C)unique selling proposition.
D)point-of-purchase branding.

Question 63

Scenario 10-3
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 green 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 is 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." This ad also 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 10-3) Which of the following is an accurate description of the objective that the Yamaha ad was trying to achieve?

A)As a humor ad, the Yamaha ad was trying to invoke a direct response.
B)as an anxiety ad, the Yamaha ad was trying to create social meaning.
C)As an anxiety ad, the Yamaha ad was trying to transform a consumption experience.
D)As a humor ad, the Yamaha ad was trying to create a pleasant association with the brand.

Question 64

A TV commercial opens with young kids riding bikes in the summer heat, across empty baseball fields, on hot sidewalks, down dirt hills.They then run into the cool kitchen where mom is waiting.The grubby kids wipe their sweaty brows, and the youngest one says, "It's hot out." Mom whisks out a box from the freezer and hands out popsicles.Kids smile.Mom tousles their hair.This is an example of a(n) ____ ad that attempts to ____.

A)transformational; change the consumption experience
B)image; define a brand image
C)slice-of-life; situate a brand socially
D)demonstration; persuade the consumer

Question 65

Which type of advertising is the most sophisticated, and though difficult to pull off, can powerfully weave ad images with real-life experiences?

A)social/cultural movement
B)image
C)transformational
D)product placement

Question 66

Scenario 10-2
National clothing retailer, Old Navy has been known for its creative ad campaigns for a number of years. In 2010, the company decided to tap into some Hollywood talent to help promote its brand. Actors Jaime Pressly, Bailey Chase, and Judy Greer were signed to support the company's Scream for Savings initiative, a campaign designed to reach consumers with comedic messages. Old Navy spent over $100 million in measured media through the first two-thirds of 2010, and annual ad spending has topped $175 million in recent years.("Old Navy Taps Hollywood Talent for Halloween Spot" Brandweek Magazine, October 29, 2010)
(Scenario 10-2) Old Navy intends to air its comedic advertisements primarily on its website and various social media outlets. The company believes that because consumers spend so many hours using these forms of media, their ads will be seen over and over again. Repeated exposure to a particular advertisement is called

A)over-advertising.
B)repetition.
C)brand exposure.
D)brand recognition.

Question 67

Scenario 10-2
National clothing retailer, Old Navy has been known for its creative ad campaigns for a number of years. In 2010, the company decided to tap into some Hollywood talent to help promote its brand. Actors Jaime Pressly, Bailey Chase, and Judy Greer were signed to support the company's Scream for Savings initiative, a campaign designed to reach consumers with comedic messages. Old Navy spent over $100 million in measured media through the first two-thirds of 2010, and annual ad spending has topped $175 million in recent years.("Old Navy Taps Hollywood Talent for Halloween Spot" Brandweek Magazine, October 29, 2010)
(Scenario 10-2) Old Navy's newest advertisements, which feature comedic messages, are examples of

A)feel-good ads.
B)slice-of-life ads.
C)fear ads.
D)humorous ads.

Question 68

An advertiser of a line of luxury resorts wants to use a complex message strategy that fosters certain moods and emotions, so realistic and powerful that they actually become part of the interaction and create new memories about the brand.In this advertisement, the objective will be to

A)establish the product in a social or cultural setting.
B)transform the experience of using the product.
C)recall the product name.
D)create an image for the product.

Question 69

Slice-of-life ads are typically produced when an advertiser wants to

A)promote brand recall.
B)change behavior by inducing anxiety.
C)give the brand social meaning.
D)gain recall through brand name repetition.

Question 70

Scenario 10-3
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 green 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 is 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." This ad also 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 10-3) Which of the following is an accurate description of the objective that the Taylor ad was trying to achieve?

A)As a feel-good ad, it was trying to increase brand recall.
B)As a USP ad, it was trying to connect a specific characteristic with the brand.
C)As a feel-good ad, it was trying to transform a consumption experience.
D)As a USP ad, it was trying to increase brand recall.

Question 71

Which term refers to the mix of advertising and entertainment, the umbrella covering the increasingly broad spectrum of integrated ads and nontraditional IBP?

A)populist consumption
B)unique selling proposition
C)consumer integration
D)Madison & Vine

Question 72

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 jump-start itself, PepsiCo turned to nostalgia-heavy advertisements late in 2009, which were 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) If PepsiCo wanted to depict an ideal usage situation for its brand, what would be the best choice of advertising for the company to use?

A)reason-why ads
B)slice-of-life ads
C)testimonials
D)social anxiety ads

Question 73

Scenario 10-3
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 green 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 is 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." This ad also 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 10-3) The Taylor ad focuses on the time it takes to produce a quality guitar.Based on the functions and strengths of USP, the ad would not have been as effective if the

A)visual was more eye-appealing.
B)copy attempted to address four or five desirable attributes.
C)visual was a drawing rather than a photograph.
D)copy focused on a different attribute, such as sound.

Question 74

Scenario 10-2
National clothing retailer, Old Navy has been known for its creative ad campaigns for a number of years. In 2010, the company decided to tap into some Hollywood talent to help promote its brand. Actors Jaime Pressly, Bailey Chase, and Judy Greer were signed to support the company's Scream for Savings initiative, a campaign designed to reach consumers with comedic messages. Old Navy spent over $100 million in measured media through the first two-thirds of 2010, and annual ad spending has topped $175 million in recent years.("Old Navy Taps Hollywood Talent for Halloween Spot" Brandweek Magazine, October 29, 2010)
(Scenario 10-2) It is strongly believed in advertising that repeated exposure to a particular stimulus will increase the chances of the stimulus being remembered in the future. This can be defined as

A)recall.
B)advertisement remembrance.
C)strong memory.
D)brand memory.

Question 75

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 jump-start itself, PepsiCo turned to nostalgia-heavy advertisements late in 2009, which were 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) Which type of ads do PepsiCo's throwback commercials represent?

A)demonstration ads
B)reason-why ads
C)comparison ads
D)feel-good ads

Question 76

Which companies, noted in the text, have seen enormous success by reflecting social issues at various points in history, creating sophisticated ads, and becoming unofficial brands of the counter-culture?

A)Dial, Mountain Dew, and Snickers
B)Marlboro, Virginia Slims, and Pepsi
C)Red Bull, Geiko, and Allstate
D)Kodak, PowerAde, and Procter & Gamble

Question 77

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 jump-start itself, PepsiCo turned to nostalgia-heavy advertisements late in 2009, which were 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 usually most effective when time is an insignificant element in achieving an objective. Which method is most appropriate when the goal involves creating a sense of urgency to purchase?

A)slice-of-life
B)fear appeal
C)hard-sell
D)anxiety

Question 78

Scenario 10-3
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 green 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 is 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." This ad also 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 10-3) Unique Selling Proposition ads, such as Taylor's, try to

A)link attributes to a brand, either explicitly or implicitly.
B)place brands in socially desirable environments.
C)use comparisons to other brands to create an image.
D)engage the consumer on a high cognitive level.

Question 79

A creative team is attempting to define a brand image by creating several image ads.It will most likely rely heavily on ____, since they allow for instant communication, clear differentiation, and universal recognition.

A)visuals
B)jingles
C)slogans
D)words

Question 80

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 jump-start itself, PepsiCo turned to nostalgia-heavy advertisements late in 2009, which were 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) For companies using feel-good ads, one of the difficulties is creating an ad that truly elicits fond memories. Another difficulty associated with feel-good ads is that they can

A)create competing thoughts and emotions.
B)cause consumers to recall great memories from their childhood.
C)cause the consumer to favor the brand over another.
D)cause the consumer not to think about bad memories.