Exam 10: Effective and Creative Ad Messages

Enduring beliefs people hold regarding what is important in life are known as _____.

In the creative brief,the brand management team must clearly articulate the brand's _____.

The MECCAS model provides a procedure for applying the concept of means-end chains to the creation of advertising messages.

The resonance creative style presents situations similar to the real or imagined experiences of the target market.

In which creative style does an advertiser make a superiority claim based on a unique product attribute that represents a meaningful,distinctive consumer benefit? 

The emotional creative style would work especially well for _____.

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

MECCAS is an acronym for Means-End Conceptualization of Components for Advertising Strategy.

Jif Peanut Butter has long used the slogan "Choosy mothers choose Jif." This campaign does not directly challenge competitors but instead relies upon an understanding of the consumer's desire to be perceived as a good parent.Hence,in the sense that Jif is being advertised as the "good-parent peanut butter," what advertising style is being used? 

The brand-image creative style attempts to develop an image or identity for a brand by associating the product with symbols.

A creative brief includes a description of the target audience.

Which of the following is an advertising creative style? 

Levi's 501 and 502 jeans are advertised as casual clothes for fashion-conscious young people.In comparison,J.C.Penney advertises their Plain Pockets as no-nonsense and more economical than the name brands.J.C.Penney is practicing what type of advertising style? 

Consequences are what consumers hope to receive (benefits)or avoid (detriments)when consuming brands.

A creative brief is a document designed to channel copywriters' and other creatives' efforts toward a solution that will serve the interests of the client.

Which form of advertising focuses not on specific brands but on a corporation's overall image or on economic or social issues relevant to the corporation's interests? 

_____ advertising attempts to increase a firm's name recognition,establish goodwill for the company and its products,or identify itself with some meaningful and socially acceptable activity.