Exam 10: Effective and Creative Ad Messages

Which of the following is a universal value? 

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

A brand's primary benefit or how it can solve the consumer's problem is known as a(n)_____.

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

_____ ads are ads for which the audience comprehends the advertiser's intended message; they are remembered,and they change the target audience's brand-related opinions or behavior.

Effective advertising should promise more than it can deliver.

Which of the following is a feature of creative ads? 

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

Creative ads share two required features: novelty and humor.

The self-direction value includes concern for personal and family safety and even national security.

Research with television commercials has identified a structured,well-defined hierarchy of impressions that includes seven major types of advertising impressions.

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

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 _____.

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? 

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

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

A TV commercial for a sports car marketed to young people emphasizes pleasure and freedom as end levels.The advertised car is shown delivering these end levels when the car is transformed into a magic chariot and its young driver is carried away into a fantasyland.In terms of the MECCAS model,the magic chariot technique represents the commercial's _____.

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

The generic and preemptive creative strategies are _____ strategies.

Which of the following must be present for a novel advertisement to be considered creative?