Question 1

In which type of advertising is the product NOT necessarily made clear to the audience?

Accepted Answer

In teaser advertising, the product or brand is not necessarily made clear to the audience. The main purpose of teaser advertising is to create curiosity and interest in the audience, without directly revealing the product or brand being promoted. The audience is left with a sense of mystery and anticipation, which can make them more likely to seek out more information or make a purchase once the product is revealed in later advertising.

Question 2

A(n)________ connects with some emotion that makes the product particularly attractive or interesting,such as security,esteem,fear,sex or sensory pleasure.

Accepted Answer

An appeal connects with emotions such as security, esteem, fear, sex or sensory pleasure, making the product particularly attractive or interesting to the target audience. Claims, features, and arguments describe the product or its benefits, while a point of differentiation is a unique characteristic that sets it apart from competitors.

Question 3

Most ads end with a signature of some kind that serves to identify the company or brand,but it can also serve as a ________ if it gives direction to the consumer about how to respond,such as a toll-free phone number,website URL or email address to make it easy.

Accepted Answer

A call to action is a specific instruction given to the consumer on what action to take next. It can be a phone number, website URL, email address or any other method that the consumer can use to contact the company or take advantage of the offer presented in the ad. It is important for ads to include a call to action to help consumers take the next step, and therefore increase the effectiveness of the advertisement.

Question 4

Keeping the brand name in front of customers goes a long way towards reinforcing continued use of that brand by customers who have had a positive brand experience.This advertising strategy is called a(n):

Accepted Answer

The advertising strategy described in the question is a reminder strategy, as it aims to remind customers about the brand in order to reinforce their positive experience and encourage continued use. A brand strategy involves more comprehensive efforts to build and establish a strong brand identity, while an association strategy focuses on linking a brand to other positive associations or attributes.

Question 5

Which of the following is a creative strategy that drives persuasion?

Accepted Answer

Using an emotional appeal to connect with the consumer is a creative strategy that effectively drives persuasion by tapping into the consumer's emotions and creating a strong connection with the brand or product.

Question 6

Getting attention is the ________ power of an advertisement;keeping attention is the ________ power of an ad.

Accepted Answer

The answer of Getting attention is the ________ power of...

Question 7

A vivid image that the advertiser hopes will linger in the viewer's mind is communicated through a ________.

Accepted Answer

A key visual is a prominent image or visual element used in advertising to convey a message or create an association with a brand. The advertiser hopes that this image will stay in the viewer's mind long after the advertisement is over. Taglines, slogans, signatures, and supers are all important components of advertising, but they are not specifically designed to create vivid images in the same way that key visuals are.

Question 8

A(n)________ message strategy delivers information symbolically by connecting a brand with a certain type of person,lifestyle or other characteristics.

Accepted Answer

The description provided in the question matches the definition of an association message strategy. This type of strategy aims to create a connection between a brand and a specific group or lifestyle by using symbolic imagery or messaging. Unique selling proposition (USP) and selling premise both focus on highlighting the benefits or advantages of a product or service. Action message strategy, on the other hand, aims to encourage the audience to take a specific action or engage with the brand in a particular way.

Question 9

To be believable,a rational selling premise needs to have ________.

Accepted Answer

A rational selling premise needs to have support in order to be believable. This support can come in the form of data, statistics, expert opinions, testimonials, or any other type of evidence that reinforces the claims being made. Emotional appeal, slogans, stopping power, and contrast can all enhance the effectiveness of a selling premise, but they are not necessarily essential for making it believable.

Question 10

Which of the following is NOT included in a typical creative brief?

Accepted Answer

A typical creative brief would include information about the brand, the problem to be solved, the creative parameters, and any brand imperatives. While budgets may be discussed in the briefing process, they are not typically included in the brief itself. Media considerations may also be discussed but are not always included in the brief.

Question 11

Which of the following can create stopping power?

Accepted Answer

All of the mentioned factors can create stopping power. Originality can capture attention through a fresh or unique perspective, unexpected media can catch people off guard, intrusive and intense creative can create a strong emotional response, and a contrast to competitor advertising can make the message stand out more. Combining any or all of these strategies can increase the likelihood of creating stopping power.

Question 12

________ advertising is used to create a representation in a consumer's mind.

Accepted Answer

Image advertising is used to create a specific image or representation in a consumer's mind. It focuses on building brand awareness and associations rather than promoting specific product features or benefits. The goal is to create a positive image and perception of the brand, which can lead to increased loyalty and sales over time. Unique selling proposition (USP) advertising emphasizes a unique benefit or feature of a product, conviction advertising attempts to persuade and change the audience's beliefs or attitudes towards a particular topic, selling premise advertising uses logical argumentation to convince the audience to take a specific action or buy a product, and action advertising focuses on encouraging immediate action or response from the audience.

Question 13

Which advertising format is an elaborate version of a problem solution staged in the form of a drama in which 'typical people' talk about a common problem and resolve it?

Accepted Answer

The advertising format that is an elaborate version of a problem solution staged in the form of a drama in which 'typical people' talk about a common problem and resolve it is called slice-of-life. This format attempts to show how a product or service can solve a common problem faced by the target audience. It usually involves a relatable and realistic scenario that features ordinary people, making it easier for consumers to relate to the message and the brand.

Question 14

What is the definition of a creative execution?

Accepted Answer

A creative execution refers to the way in which an ad's message is presented. It can include things like the specific format or medium used (such as a TV commercial, print ad, or digital display ad) as well as the visual and verbal elements that make up the ad.

Question 15

A product-focused strategy based on a statement about how the product will perform is called a:

Accepted Answer

The answer of A product-focused strategy based on a statement...

Question 16

Which type of message format tries to grab attention and generate buzz by using outlandish creative ideas or provocative visuals?

Accepted Answer

Shockvertising is a message format that tries to grab attention and generate buzz by using outlandish creative ideas or provocative visuals. It shocks the audience into paying attention to the message.

Question 17

The creative strategy and key execution details are spelt out in a document called a(n)________.

Accepted Answer

A creative brief is a document that outlines the objectives, target audience, key message, tone, and other important details for a creative campaign. It provides a roadmap for the creative team and ensures that everyone is on the same page with the campaign's goals and direction. A positioning statement is a different document that focuses on how a brand wants to be perceived in the market, while an execution plan and media plan are more tactical documents that focus on specific tasks and channels. A message plan is not a commonly used term in advertising.

Question 18

The end result of persuasion is ________.

Accepted Answer

The end result of persuasion is conviction, which means that the person being persuaded has a strong belief or opinion about something. While benefit, belief, and sales may all be outcomes of persuasion, they are not necessarily the ultimate goal.

Question 19

Which of the following is NOT a rational customer-focused selling premise?

Accepted Answer

All of the given options are rational customer-focused selling premises.

Question 20

Usually the creative brief starts with a statement of:

Accepted Answer

The creative brief typically begins with a statement of the problem to be solved, as it sets the direction and focus for the creative team to address the specific challenge or objective.

Quiz 12: The Creative Side of Advertising Strategy