Deck 10: Creative Message Strategy

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Message strategy objectives should match with the methods,or how the advertiser plans to achieve the objective.

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

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Feel-good ads sometimes focus on positive feelings,in order to associate those positive feelings with the advertised brand.

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Sex-appeal ads can be used to get attention,but not to create a brand image.

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Advertisers are not interested in brand recall.

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One drawback of reason-why ads is that they have a potential for counterarguments,which may ultimately convince the customer why not to buy the advertised brand.

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Advertisers typically want their name to be the first brand that consumers remember.

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

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Repetition is a tried-and-true way of gaining easier retrieval of brand names from a consumer's memory.

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Commercials that show ordinary people wearing a product are employing a type of average-user testimonial.

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For humor ads to be successful,the humor can't replace brand connection.

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When an advocacy position is taken by a spokesperson in an advertisement,it is known as a testimonial.

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One warning regarding sex-appeal ads is that they need to be presented in an appropriate context; otherwise,they can be a distraction,or worse.

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The concept of message strategy refers to objectives,not methods-what you want to do,not how you want to plan it.

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It is important to consider the strategic implications of the various types of advertising.

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Both feeling-based and thought-based ads are important for differing objectives.

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Humorous versions of advertisements usually prove to be less persuasive than non-humorous versions of the same ad.

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

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Advertisements that use the USP concept link the brand name with its unique selling proposition.

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An infomercial looks like an entertainment show,when it's really an ad.

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The idea behind transformational ads is to make the consumption experience better.

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Transformational advertising can relate with brand experience.

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Repetition is a tried-and-true way of:

A) posing one or more logical arguments to an engaged consumer.
B) gaining easier retrieval of brand names from consumer's memory.
C) demonstrating a brand's ability to satisfy consumers by comparing its features to those of competitive brands.
D) leveraging the propensity for humans to distort information in the favor of liked brands without knowing they are doing so.

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The unique aspect that the product or service advertised has is known as:

A) unique selling proposition.
B) transformational advertising.
C) social branding.
D) message strategy.

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A criticism of social anxiety ads is that historically they have been disproportionally targeted at women.

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The small list of brand names,typically five or fewer names,that comes to mind when a product or service category is mentioned is known as the .

A) intersection set
B) product line extension
C) evoked set
D) brand extension

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A concern about anxiety ads is the ethical issues.

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In the end,message development is where the advertising and branding battle is usually won or lost.

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Social anxiety advertising often presents the brand as part of the solution to a problem.

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Fear-appeal ads are more appropriate for certain categories,such as scaring consumers not to text and drive.

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Great messages are developed by people who can put themselves into the minds (and culture)of their audience members and anticipate their response.

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

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Unlike anxiety ads,ads that focus on social anxiety face danger in negative social judgment.

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Image advertising prefers the use of visual over text elements.

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

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A brand messaging professional should ensure that the brand is placed in the right social setting in order for it to have a social meaning tied to it.

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The first brand name that consumers remember when a particular category of products is mentioned is said to have _____ awareness.

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

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An advertising strategy that centers on that an online user will see it many times.

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

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Social roles-e.g.,mother,father,romantic partner-and the consumer's inadequacies and worries about fulfilling them are used in selling products.

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

A) visual image
B) linguistic device
C) emotional meaning
D) tactile sensation

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Which of the following telecom companies would be most likely to benefit from a direct comparison ad?

A) a company known for its pioneering designs
B) the company with the smallest market share
C) an established leader in the market
D) a small company that has just entered the market

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Jingles and slogans are linked to a concept called ______, that is,they encourage repetition because they are catchy or prone to being repeated.

A) rehearsal
B) periodicity
C) looping
D) isochronism

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

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

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Comparison ads try to demonstrate a brand's ability to satisfy consumers by:

A) showing the brand name more often to consumers.
B) weighing its features against those of competitive brands.
C) linking the brand name to something memorable for consumers.
D) making consumers associate positive feelings with the advertised brand.

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Which of the following is a characteristic of feel-good ads?

A) They work through affective association or predecision distortion.
B) They have the advantage of looking like an entertainment show.
C) They create and then offer solutions for feelings of anxiety.
D) They have significant legal/regulatory exposure.

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Research on the topic of using sex in the ad business generally confirms that sex-appeal ads can be effective when:

A) more focus groups and communication tests are ordered.
B) the ad produces enough "heat."
C) they emphasize how one looks, feels, and smells.
D) the context is appropriate.

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When an advocacy position is taken by a spokesperson in an advertisement,this is known as a(n) ad.

A) transformational
B) testimonial
C) feel-good
D) image

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Which of the following ads uses indirect comparison?

A) Brand A offers you four times the performance of other leading brands.
B) Brand B gives you all-day protection against germs.
C) Brand C offers better mileage for half the price of Brand X.
D) Buying Brand D results in immense savings over the long term.

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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.

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__________help(s)explain how consumers rely on opinions or testimonials from people they consider similar to themselves,rather than on objective product information.

A) Equity theory
B) Reference groups
C) Maslow's theory
D) Brand loyalty

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An expert testimonial ad for a brand of mouthwash would be most likely to use the ad.

A) an animal
B) a dentist
C) a popular cartoon character
D) a famous sportsperson

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A leading car company pays to have its cars prominently featured in an upcoming movie.The advertising method used here is called .

A) product placement
B) an infomercial
C) an advertorial
D) social disruption

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In a(n)_____ad,an advertiser reasons with the potential consumer.

A) emotional connection
B) reason-why
C) social anxiety
D) superiority

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The main objective of USPs is to link the key attribute(s)to the:

A) brand name.
B) social role.
C) service.
D) negative consequences of not using the brand.

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For _____ advertising to work as planned,the consumer should be convinced through arguments that the advertised brand is the right choice.

A) repetitive
B) point-of-purchase
C) persuasive
D) feel-good

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An advertiser advertises exercise machines on late-night TV.Their advertisements are typically half-an-hour long and feature spokespeople as well as consumers and celebrities talking about their experiences with the brand.In this scenario,the company is using .

A) advertorials
B) infomercials
C) point-of-purchase advertising
D) transformational advertising

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An advertiser 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) A feel-good message
B) A testimonial
C) A demonstration
D) A hard-sell message

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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?" From this scenario,it is clear that the ad about which the friends were talking:

A) is not a persuasive ad.
B) has used a feel-good approach.
C) generates affective brand-consumer association.
D) is not really a funny ad.

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

A) acting as expert spokespeople.
B) missing credibility.
C) providing art direction.
D) delivering comparison advertising.

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In a successful humor ad,the joke or payoff:

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

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A television commercial depicts kids coming in from playing sports to get a drink from the kitchen.This is an example of a(n)_______.

A) transformational ad that attempts to change the consumption experience
B) image ad that attempts to define a brand image
C) slice-of-life ad that attempts to situate a brand socially
D) celebrity ad that attempts to persuade the consumer

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In the context of advertising,which of the following is true of leveraging social disruption and cultural contradictions?

A) It associates the brand with pleasant events.
B) Most advertisers tend to ignore or even deny the existence of major social disruptions.
C) Only conservative brands risk using this strategy.
D) All brands that use this strategy get assured success.

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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

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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 Hollywood talent to help promote its brand. Actors Jaime Presley, 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) light-fantasy ads.
B) slice-of-life ads.
C) transformational ads.
D) humor ads.

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Scenario 10-2
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 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 are 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." The ad 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 10-2)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 a feel-good ad, the Yamaha ad was trying to create social meaning.
C) As a feel-good 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.

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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 jumpstart, PepsiCo turned to nostalgia-heavy advertisements late in 2009, which 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

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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.

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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 Hollywood talent to help promote its brand. Actors Jaime Presley, 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 believed in advertising that repeated exposure to a particular stimulus will increase the chances of the stimulus being remembered in the future.This describes the term:

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

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

A) Procter & Gamble approach
B) Populist consumption
C) Consumer integration
D) Madison & Vine approach

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Scenario 10-2
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 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 are 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." The ad 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 10-2)Yamaha has created a witty ad.This method is effective only when the:

A) ad is judged as funny by consumers.
B) ad is understood by both children and adults.
C) humor is directed at an unsuspecting consumer.
D) humor is linked directly to the brand.

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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 Hollywood talent to help promote its brand. Actors Jaime Presley, 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 is designed to spark memories of the company's newest 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) transformational advertising.
B) top-of-mind advertising.
C) a unique selling proposition.
D) point-of-purchase branding.

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Scenario 10-2
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 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 are 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." The ad 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 10-2)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 less 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.

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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 jumpstart, PepsiCo turned to nostalgia-heavy advertisements late in 2009, which 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) cause consumers to generate competing thoughts and connections.
B) cause consumers to recall bad memories from their childhood.
C) cause consumers to favor another brand over the one advertised.
D) cause consumers to think before they start feeling.

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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 recognition through brand name repetition.

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A) link special 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.

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An advertiser of an established line of luxury resorts wants to make sure that the visitors have a long-term commitment with the resorts.He decides to use powerful imagery depicting happy moments that people can enjoy on visits to these resorts.He ensures that the visuals shown in these ads will be closely tied to a stay in the resorts.Through such ads,he hopes to:

A) establish the resorts in a social or cultural setting.
B) transform the experience of actually visiting the resorts.
C) make customers recall the name of the resorts.
D) create a brand image for the resorts.

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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 jumpstart, PepsiCo turned to nostalgia-heavy advertisements late in 2009, which 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

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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 Hollywood talent to help promote its brand. Actors Jaime Presley, 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 of popular products 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 frequently by consumers.Through this strategy,Old Navy is using:

A) product placement.
B) repetition.
C) infomercials.
D) testimonials.

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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 jumpstart, PepsiCo turned to nostalgia-heavy advertisements late in 2009, which 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 play in advertising,but emotions can also:

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.

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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 jumpstart, PepsiCo turned to nostalgia-heavy advertisements late in 2009, which 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 most effective when time is an insignificant element in achieving an objective.As opposed to this,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

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Deck 10: Creative Message Strategy

Message strategy objectives should match with the methods,or how the advertiser plans to achieve the objective.

True

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

True

Feel-good ads sometimes focus on positive feelings,in order to associate those positive feelings with the advertised brand.

True

Sex-appeal ads can be used to get attention,but not to create a brand image.

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