Question 1

What problem does Harley-Davidson solve in the ad featured in this chapter with the headline: "The song isn't born to be status quo"?

Accepted Answer

A)   being stuck in the mundane routine
B)   lack of adventure
C)   owning a boring car
D)   all of the above
E)   none of the above D

Question 2

The Creative Brief ___________________________________.

Accepted Answer

A)   describes the rules, the goals and objectives, the competition and the common values of the team.
B)   is used to maximize the talents of all the players involved.
C)   is used to avoid unnecessary confrontations about the direction or focus of the game.
D)   is used to review draft work.
E)   is all of the above. E

Question 3

What question do strategic communicators have to answer first in order to develop a creative brief and create an effective message strategy?

Accepted Answer

A)   What is the problem?
B)   Who has the problem?
C)   What is the product's/service's/brand's existing core values?
D)   What media will we use to communicate our message?
E)   None of the above. A

Question 4

Why is earned media more difficult to garner in today's media marketplace?

Accepted Answer

A)   Too many PR practitioners are pitching to too few journalists.
B)   Too many media outlets available.
C)   Because no one reads newspapers anymore.
D)   Because people rely on social media to get their news.
E)   All of the above.

Question 5

Based on research into the Picture Superiority Effect, ______________________.

Accepted Answer

A)   when we read text alone, we are likely to remember only 10 percent of the information three days later.
B)   if information is presented to us as text combined with a relevant image, we are likely to remember 65 percent of the information 3 days later
C)   people remember pictures better than words.
D)   all of the above
E)   none of the above

Question 6

A good message strategy emerges from _____________________.

Accepted Answer

A)   the founder's vision, from product research and development, and from listening to employees and other stakeholders
B)   the advertising/PR agency
C)   the marketing department
D)   the type of media used to communicate the message
E)   none of the above

Question 7

Advertising is ________________.

Accepted Answer

A)   a form of persuasive communication that is run in exclusively in social media
B)   paid for by an identified sponsor
C)   generated through a news release
D)   is dependent on third-party credibility
E)   none of the above

Question 8

The following items make up which communication tool used to generate media coverage: fact sheet about the organization or event, biographic sketch of the major people involved, a straight news story, news-column material, a news feature, a brochure, photographs, and audio and video segments.

Accepted Answer

A)   sales promotion
B)   video news release (VNR) 
C)   news conference
D)   media kit
E)   free giveaways

Question 9

Which of the following components is considered non-essential to an effective print ad?

Accepted Answer

A)   headline
B)   sub-head
C)   imagery
D)   call to action
E)   contact information

Exam 9: Message Tactics