Exam 10: Effective and Creative Ad Messages

Which of the following is NOT a universal value? 

The value of universalism is derived from the need for variety and achieving an exciting life.

The generic creative style is most appropriate for a company that _____.

Advertisements that violate the _____ feature fail to capture the brand's critical essence- its positioning strategy-or present excessive information that dilutes the message of the brand's essence.

An advertisement by Anheuser Busch,the manufacturer of Budweiser beer,stressing the importance of using a designated driver to curb drunken driving accidents is an example of _____ advertising.

Marian is concerned with the preservation and enhancement of her family and friends.She is honest,loyal,and helpful.She possesses the _____ value.

An insurance company's advertisements that mention how they contribute to cancer research would be using _____ advertising.

Beyond thoughts and feelings,the creative brief focuses on the specific _____ the advertising campaign is designed to motivate in the target audience.

Appropriateness,means that _____.

According to the MECCAS model,the value orientation represents the product value level on which the advertising style focuses and can be thought of as the driving force behind the advertising execution.

A manufacturer of automobiles that advertises as the only automobile where you can unlock the door with your thumb print,is using the _____ creative style.

Consumers often remember little else except the brand being advertised.

_____ strategies do not necessarily use any particular type of appeal to consumers but are designed to achieve an advantage over competitors in the same product category.

The unique selling proposition style is a _____ advertising strategy.

A document designed to channel copywriters' and other creatives' efforts toward a solution that will serve the interests of the client is known as a(n)_____.

Two distinct forms of corporate advertising are image and issue advertising.

The _____ creative style involves psychological,rather than physical,differentiation.

_____ advertising associates the experience of using an advertised brand with a unique set of psychological characteristics that typically would not be associated with the brand experience to the same degree without exposure to the advertisement.

Your company markets a molded-plastic product that is shaped like a baseball and is used as an inventorying device for storing baseball cards.You will advertise this product as a gift item to be purchased by parents of young children.Your advertising will feature the nostalgia of collecting baseball cards.What creative style are you using? 

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