Question 1

Which of the following is a feature of creative ads?

Accepted Answer

A)  novelty 
B)  appropriateness 
C)  intensity 
D)  a and b only 
E)  a, b, and c 
A)  novelty 
B)  appropriateness 
C)  intensity 
D)  a and b only 
E)  a, b, and c

Question 2

The generic creative style is most appropriate for a company that dominates a product category.

Accepted Answer

A) True 
 B)False

Question 3

Explain the six alternative creative strategies.For each style,provide an example of an actual advertisement that uses that style.

Accepted Answer

The six alternative creative strategies

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

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 6

Which value is derived from the need for variety and achieving an exciting life?

Accepted Answer

A)  self-direction 
B)  hedonism 
C)  achievement 
D)  stimulation 
E)  tradition 
A)  self-direction 
B)  hedonism 
C)  achievement 
D)  stimulation 
E)  tradition

Question 7

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

Accepted Answer

A)  benevolence 
B)  universalism 
C)  conformity 
D)  self-direction 
E)  security 
A)  benevolence 
B)  universalism 
C)  conformity 
D)  self-direction 
E)  security

Question 8

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

Accepted Answer

A)  attributes 
B)  values 
C)  norms 
D)  roles 
E)  consequences 
A)  attributes 
B)  values 
C)  norms 
D)  roles 
E)  consequences

Question 9

"Agency mistakes" result from the agency's failure to identify a meaningful value proposition that distinguishes the brand from competitive offerings.

Accepted Answer

A) True 
 B)False

Question 10

Enjoying life and receiving pleasure are fundamental to which universal value?

Accepted Answer

A)  self-direction 
B)  stimulation 
C)  hedonism 
D)  achievement 
E)  benevolence 
A)  self-direction 
B)  stimulation 
C)  hedonism 
D)  achievement 
E)  benevolence

Question 11

Corporate issue advertising is also known as _____ advertising.

Accepted Answer

A)  advocacy 
B)  image 
C)  goodwill 
D)  selective demand 
E)  pulsing 
A)  advocacy 
B)  image 
C)  goodwill 
D)  selective demand 
E)  pulsing

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

_____ 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 14

Effective advertising takes the consumer's view.

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

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

Question 16

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 17

Which of the following is a universal value?

Accepted Answer

A)  self-direction 
B)  hedonism 
C)  achievement 
D)  benevolence 
E)  All of these are correct. 
A)  self-direction 
B)  hedonism 
C)  achievement 
D)  benevolence 
E)  All of these are correct.

Question 18

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?

Accepted Answer

A)  advocacy advertising 
B)  corporate advertising 
C)  non-profit advertising 
D)  primary advertising 
E)  secondary advertising 
A)  advocacy advertising 
B)  corporate advertising 
C)  non-profit advertising 
D)  primary advertising 
E)  secondary advertising

Question 19

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.

Accepted Answer

A)  corporate image 
B)  generic 
C)  preemptive 
D)  corporate issue 
E)  preventive 
A)  corporate image 
B)  generic 
C)  preemptive 
D)  corporate issue 
E)  preventive

Question 20

The self-direction value includes the desire for freedom,independence,choosing one's goals,and creativity.

Accepted Answer

A) True 
 B)False

Exam 10: Effective and Creative Ad Messages

Which of the following is a feature of creative ads?

The generic creative style is most appropriate for a company that dominates a product category.

Explain the six alternative creative strategies.For each style,provide an example of an actual advertisement that uses that style.

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

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 value is derived from the need for variety and achieving an exciting life?

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

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

"Agency mistakes" result from the agency's failure to identify a meaningful value proposition that distinguishes the brand from competitive offerings.

Enjoying life and receiving pleasure are fundamental to which universal value?

Corporate issue advertising is also known as _____ advertising.

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

_____ 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.

Effective advertising takes the consumer's view.

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

Which of the following is FALSE regarding effective advertising?

Which of the following is a universal value?

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?

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.

The self-direction value includes the desire for freedom,independence,choosing one's goals,and creativity.

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 Communication Process and Consumer Behavior

The Role of Persuasion in Integrated Marketing Communications

Objective Setting and Budgeting

Overview of Advertising Management

Endorsers and Message Appeals in Advertising

Traditional Advertising Media

Online and Mobile Advertising

Social Media

Direct Marketing and Other Media

Advertising 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,Word-of-Mouth Influence,and Sponsorships

Packaging, Point-of-Purchase Communications, and Signage

Personal Selling

Filters