Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

Features or aspects of advertised brands are known as _____.

Accepted Answer

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

Question 3

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

Accepted Answer

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

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

According to the MECCAS model,the value orientation of an advertising style,or the end-level to be focused on in the advertising,is its _____.

Accepted Answer

A)  leverage point 
B)  driving force 
C)  message content 
D)  media mix 
E)  objectives 
A)  leverage point 
B)  driving force 
C)  message content 
D)  media mix 
E)  objectives

Question 8

Which of the following is the final step in developing an advertising strategy?

Accepted Answer

A)  State the primary problem. 
B)  State the communications objective. 
C)  Specify the key fact. 
D)  Identify mandatory requirements. 
E)  Implement the creative message strategy. 
A)  State the primary problem. 
B)  State the communications objective. 
C)  Specify the key fact. 
D)  Identify mandatory requirements. 
E)  Implement the creative message strategy.

Question 9

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.

Accepted Answer

At a minimum,good (or effective) adverti

Question 10

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

Accepted Answer

A)  attributes, consumers, and values 
B)  attitudes, consumers, and values 
C)  attributes, consequences, and variables 
D)  attributes, consequences, and values 
E)  attitudes, consequences, and values 
A)  attributes, consumers, and values 
B)  attitudes, consumers, and values 
C)  attributes, consequences, and variables 
D)  attributes, consequences, and values 
E)  attitudes, consequences, and values

Question 11

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?

Accepted Answer

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

Question 12

Explain the concepts of attributes,consequences,and values,and discuss the relationships among them.

Accepted Answer

Attributes are features or aspects of ad

Question 13

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

Accepted Answer

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

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

Two distinct forms of corporate advertising are _____.

Accepted Answer

A)  image and issue 
B)  primary and secondary 
C)  product and service 
D)  rational and emotional 
E)  planned and unplanned 
A)  image and issue 
B)  primary and secondary 
C)  product and service 
D)  rational and emotional 
E)  planned and unplanned

Question 16

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

Accepted Answer

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

Question 17

Which of the following is FALSE regarding effective advertising?

Accepted Answer

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. 
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 18

Especially during holiday seasons,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.

Accepted Answer

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

Question 19

_____ 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.

Accepted Answer

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

Question 20

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

Accepted Answer

A) True 
 B)False

Exam 10: Effective and Creative Ad Messages

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

Features or aspects of advertised brands are known as _____.

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

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

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

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

According to the MECCAS model,the value orientation of an advertising style,or the end-level to be focused on in the advertising,is its _____.

Which of the following is the final step in developing an advertising strategy?

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

Explain the concepts of attributes,consequences,and values,and discuss the relationships among them.

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

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

Two distinct forms of corporate advertising are _____.

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

Which of the following is FALSE regarding effective advertising?

Especially during holiday seasons,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.

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

An Overview of Integrated Marketing Communications

Enhancing Brand Equity and Accountability

Brand Adoption, Brand Naming and Intellectual Property Issues

Environmental, Regulatory and Ethical Issues

Segmentation, Targeting, and Positioning

The Communications Process and Consumer Behavior

The Role of Persuasion in IMC

Imc Objective Setting and Budgeting

An Overview of Advertising Management

Endorsers and Message Appeals in Advertising

Traditional Ad Media

Digital Media: Online, Mobile and App Advertising

Social Media

Direct Marketing, CRM, and Other Media

Media Planning and Analysis

Measuring Ad Message Effectiveness

Sales Promotion Overview and the Role of Trade Promotion

Consumer Sales Promotion: Sampling and Couponing

Consumer Sales Promotion: Premiums and Other Promotions

Public Relations, Content Marketing, Viral Marketing, and Sponsorships

Packaging, Pop Communications, and Signage

Personal Selling

Filters