Exam 10: Effective and Creative Ad Messages

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

_____ 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.

The emotional creative style would work especially well for _____.

Effective advertising should promise more than it can deliver.

The essence of a message and the reward to the consumer for investing his or her time attending an advertisement is known as a(n)_____.

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.

Which of the following is NOT a universal value?

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

The _____ creative style extends from psychographic research and structures an advertising campaign to pattern the prevailing lifestyle orientation of the intended market segment.

Two distinct forms of corporate advertising are _____.

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

An attribute for a brand of automobiles might be engine performance.

The unique selling proposition style is a _____ advertising strategy.

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 _____.

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

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.

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

In the terms of the MECCAS model,an advertisement that proclaims that pleasure and freedom will result from the purchase of a particular brand is using pleasure and freedom as _____.

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

_____ 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.