Exam 10: Effective and Creative Ad Messages

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)_____.

Creative ads share two features: originality and appropriateness.

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

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

Explain the concepts of attributes,consequences,and values,and discuss the relationships among them.

Compare and contrast corporate image advertising and corporate issue advertising,and provide an example of each.

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

It is solely the advertiser's job to identify what medium is best for reaching the target audience.

Most personal computers purchased by households are acquired primarily to assist children in their school work.In referring to its brand of PC,one computer company came up with the clever advertising line "The teacher's aid." This line is the only notable aspect of the company's advertising.What creative style is the company employing?

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

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

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

The generic creative style consists of an advertiser making a superiority claim based on a unique product attribute that represents a meaningful,distinctive consumer benefit.

The resonance creative style structures an advertising campaign to pattern the prevailing lifestyle orientation of the intended market segment.

Advertising messages a target audience comprehends as is intended by the advertiser that are remembered,and that change the audience's brand-related opinions or behavior are referred to as _____ ads.

Account managers are the voice of the customer.

One facet of ad creativity,appropriateness,means that _____.

_____ is a necessary but insufficient condition for advertising creativity.

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

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?