Question 1

Nizoral A-D shampoo is the only dandruff shampoo made with the number one doctor-prescribed ingredient,an ingredient that its manufacturer holds the patent on.This is the product's unique selling proposition (USP).Which of the following statements about this USP is true?
A)This USP can be easily imitated.
B)This USP does not benefit a large enough target market.
C)This USP creates a sustainable competitive advantage.
D)This USP will cause the copy platform to be more cognitive than affective.
E)This USP allows for the creation of a strong brand personality.

Accepted Answer

The fact that the manufacturer holds the patent on the number one doctor-prescribed ingredient creates a sustainable competitive advantage, as it is not easily imitated by competitors. This gives Nizoral A-D shampoo a unique selling point that sets it apart from other dandruff shampoos. The USP also allows for the creation of a strong brand personality as a result of the patent-protected ingredient, but this is not the primary benefit of the USP. The other options are not true – the USP cannot be easily imitated, it benefits a large enough target market, and its impact on the copy platform varies depending on the advertising strategy.

Question 2

General Mills has multiple brands of cereal that compete among themselves and with Post,Quaker,and Kellogg's brand cereals.General Mills would most likely use the _____ approach as a basis for its creative strategies.
A)unique selling proposition
B)brand image
C)inherent drama
D)positioning
E)dramatization

Accepted Answer

The positioning approach would be the most appropriate for General Mills in this case, as it needs to differentiate its multiple brands of cereal from its competitors and ensure that each brand has a distinct position in the market. This approach emphasizes creating a unique position for the brand in the minds of consumers, based on factors such as product attributes, benefits, and target audience. It is particularly effective in highly competitive markets with many similar products.

Question 3

Spanish vintners want to improve consumers' perceptions of the sparkling wine they produce,which they contend is just as good as or even better than that produced in France.The French call the sparkling wine they produce in a specified region,champagne,and this is what most people choose when they are celebrating.Which of the following methods for developing a creative strategy for Spanish sparkling wine seems most appropriate?
A)Testimonials
B)Image advertising
C)Brand-to-consumer relevance advertising
D)Benefit-based positioning
E)Refutational appeal

Accepted Answer

The answer of Spanish vintners want to improve consumers' perceptions...

Question 4

_____ is the approach to finding a major selling idea can be done on the basis of product attributes,price/quality,usage or application,product users,or product class.
A)Brand image
B)Inherent drama
C)Unique selling proposition
D)Positioning
E)Emotional appeals

Accepted Answer

Positioning involves finding a major selling idea based on product attributes, price/quality, usage or application, product users, or product class.

Question 5

Jack Trout and Al Ries introduced _____ as the basis for advertising strategy and creative development in the early 1970s.
A)inherent drama
B)positioning
C)brand image
D)unique selling proposition
E)transformational advertising

Accepted Answer

Jack Trout and Al Ries introduced the concept of positioning as the basis for advertising strategy and creative development in the early 1970s.

Question 6

Poinsettias are a very popular plant during the Christmas season.A major problem for growers of poinsettias is root rot.Syngenta has developed a patented product that eliminates root rot when it is placed in soil mix in which the plants are grown.Syngenta can use _____ to develop its creative strategy for advertising this new product.
A)brand image
B)illumination
C)unique selling proposition
D)diversified promotion
E)transformational advertising

Accepted Answer

A major problem for growers of poinsettias is root rot and Syngenta has developed a patented product to solve this issue. The most effective creative strategy for advertising this new product would be to emphasize its unique selling proposition, which is that it eliminates root rot. By highlighting this key benefit, Syngenta can set itself apart from competitors and attract customers who want healthy poinsettias.

Question 7

An ad for a medication that helps people undergoing chemotherapy feel more energetic showed a grandfather sorrowfully wishing he could participate in his grandson's birthday celebration.The next scene occurs at the birthday party and shows how much better the grandfather feels after taking the medication.This ad is an example of the _____ approach.
A)unique selling proposition
B)positioning
C)inherent drama
D)brand image
E)benefit

Accepted Answer

The ad uses inherent drama by showing the contrast between the grandfather feeling sorrowful and unable to participate in the birthday celebration, to feeling better and actively engaging with his family after taking the medication. This approach is emotionally powerful and captures the attention of the audience.

Question 8

Aurora Foods Inc.markets Log Cabin,Mrs.Butterworth's,and Aunt Jemima brands of pancake syrup.Aurora is most likely to use a _____ approach to developing creative strategy for each brand.
A)inherent drama
B)brand image
C)unique selling proposition
D)positioning
E)repositioning

Accepted Answer

Aurora Foods Inc. is likely to use a positioning approach to differentiate each brand of pancake syrup in the market, emphasizing unique attributes or benefits that set each brand apart from the others.

Question 9

Poinsettias are a very popular plant during the Christmas season.A major problem for growers of poinsettias is root rot.Syngenta has developed a patented product that eliminates root rot when it is placed in soil mix in which the plants are grown.Unlike other unique selling propositions such as new packaging,this USP creates a(n):
A)sustainable competitive advantage.
B)need for a repositioning drama.
C)opportunity for an flexibility ad appeal in the consumer market.
D)potential weakness for Syngenta's competition.
E)opportunity for ethnographic research.

Accepted Answer

This patented product creates a sustainable competitive advantage for Syngenta as it addresses a major problem for poinsettia growers, giving them a reason to choose Syngenta's product over competitors'.

Question 10

Procter & Gamble markets Zest,Safeguard,Camay,and Lava brands of bar soaps.Zest is a "get-you-started in the morning" soap.Safeguard is marketed as a germ-fighter.Camay cleans without drying or injuring the skin.Lava is for tough cleaning jobs.Procter & Gamble uses a(n)_____ strategy.
A)brand image
B)universal selling proposal (USP)
C)inherent drama
D)positioning
E)divestment

Accepted Answer

Procter & Gamble uses a positioning strategy by positioning each brand of soap to target a specific consumer need or benefit. Zest is positioned as a morning soap, Safeguard as a germ-fighting soap, Camay as a gentle soap, and Lava as a tough cleaning soap. By doing this, Procter & Gamble is able to differentiate their brands and appeal to different segments of the market.

Question 11

Which of the following statements is true about image advertising?
A)It is used most often when there are significant functional or performance differences among brands.
B)It is often used when competing brands are difficult to differentiate on a functional or performance basis.
C)Advertisers often use it when their products or services offer a unique attribute or benefit to consumers.
D)It is most commonly used for business-to-business products.
E)It concentrates on those functional features of its product that are unique and cannot be imitated by the competitors.

Accepted Answer

Image advertising is often used when competing brands are difficult to differentiate on a functional or performance basis. It focuses on creating a favorable impression of the brand in the minds of the target audience, rather than promoting specific features or benefits.

Question 12

All Nippon Airways (ANA)is the largest airline in the Far East.Its ads focus on the Japanese hospitality that is offered on its planes-everything from elegant tableware to the finest Far Eastern cuisine.If comfort and fine food is important to you when you travel,then you should think of ANA next time you are booking a flight to Asia.This development of a strong,memorable identity for ANA is an example of:
A)a universal selling proposition.
B)image advertising.
C)an animatic.
D)attribute-based positioning.
E)refutational appeal.

Accepted Answer

The development of a strong, memorable identity for ANA that focuses on the Japanese hospitality offered on its planes is an example of image advertising. Image advertising aims to create a positive perception or impression of a brand in the minds of consumers by associating it with desirable qualities or lifestyle aspirations. In this case, ANA is promoting its brand as synonymous with comfort, fine food, and a high level of service, which is likely to appeal to travelers seeking a premium experience when flying to Asia.

Question 13

According to Advertising Age,experts in creative advertising don't write books or espouse theories.They see advertising as: A)an inherent drama working to offset the reality of social issues. B)an uplifting social force,as a way to inspire and entertain. C)the replacement for the 20^th century salesperson. D)publicity created through unique selling propositions. E)a cultural force redefining societal needs and wants.

Accepted Answer

The answer of According to Advertising Age,experts in creative advertising...

Question 14

Procter & Gamble markets Tide,Cheer,Gain,Dash,Bold 3 and Ivory Snow detergents to a variety of different target markets.P&G advertises these different brands using what type of creative strategy?
A)Inherent drama
B)Brand image
C)Unique selling proposition
D)Positioning
E)Repositioning

Accepted Answer

P&G uses a positioning strategy by marketing different detergent brands to target different market segments, each with its own unique appeal and positioning in the market.

Question 15

Fortnum & Mason in London is a retail store committed to providing the best of traditional British meats and cooking.The store is lit by crystal chandeliers,and there are deep red carpets underfoot.The staff all wear tail-coats.Its ads want customers to associate the store with the royal treatment they will receive when they shop there.This development of a strong,memorable identity is an example of:
A)a universal selling proposition.
B)image advertising.
C)inherent drama.
D)attribute-based positioning.
E)refutational appeal.

Accepted Answer

Fortnum & Mason is creating an image of luxury and elegance through their store design and staff's attire. They want customers to associate shopping at their store with receiving the royal treatment. This type of advertising is known as image advertising, where the focus is on creating a specific image or feeling associated with the brand.

Question 16

Unlike other alkaline batteries and traditional rechargeable batteries,Rayovac Renewal alkaline battery is reusable 25 times or more.The ad headline read,"Introducing the Best-Performing Battery System in All of Creation." This ad was based on the Rayovac Renewal alkaline batteries:
A)unique selling proposition.
B)flexibility.
C)inherent drama.
D)tangibility.
E)brand equity.

Accepted Answer

The ad headline highlights the unique selling proposition of the Rayovac Renewal alkaline batteries, which is the ability to be reused 25 times or more, making it the best-performing battery system. This sets the product apart from other alkaline and rechargeable batteries and is the core of its marketing message. Therefore, it is the best choice.

Question 17

Which of the following is often the basis of a marketer's creative strategy when the company has multiple brands competing in the same market?
A)Unique selling proposition
B)Brand image
C)Inherent drama
D)Transformational advertising
E)Positioning

Accepted Answer

When a company has multiple brands competing in the same market, the basis of the marketer's creative strategy is often positioning. This involves creating a distinct image and identity for each brand in order to differentiate them from one another and appeal to their target audience. A unique selling proposition, brand image, inherent drama, and transformational advertising may also be part of the overall strategy, but positioning is typically the primary focus in this situation.

Question 18

When an advertiser uses an ad that emphasizes psychological associations and attempts to wrap the consumer's perceptions into a tight concept or symbol,what type of advertising approach is being used?
A)Unique selling proposition
B)Image advertising
C)Inherent drama
D)Attribute-based positioning
E)Refutational appeal

Accepted Answer

The advertiser is using the image advertising approach, which appeals to the consumer's emotions, values, and attitudes by creating a desired image or perception of the product or brand. This approach aims to associate the product/brand with a particular lifestyle, personality, or set of values rather than focusing on its features or benefits. It creates a psychological or emotional connection with the consumer and tries to influence their buying decisions through a powerful and appealing image.

Question 19

An approach to finding a major selling idea that uses consumer benefits as a foundation with an emphasis on presenting these benefits in a dramatic way is the _____ approach.
A)unique selling proposition
B)positioning
C)inherent drama
D)brand image
E)benefit

Accepted Answer

The approach described in the question emphasizes presenting consumer benefits in a dramatic way, which is known as the inherent drama approach. The unique selling proposition emphasizes a single unique attribute of a product or service, while positioning involves creating a certain perception of the brand in the minds of consumers. Brand image is the overall impression or personality of a brand, while benefit refers to the advantages or benefits that a product or service provides to consumers.

Question 20

An ad for Federal Express shows a toy manufacturer the day before announcing a new action-figure soldier.The CEO is being shown a tape of the commercial for the new figure and is not amused to see the macho soldiers wearing ballerina costumes.His assistant explains that he tried to use a cheaper carrier,and the tutus were sent instead of military uniforms.Across the bottom of the screen reads the logo,"When it absolutely has to get there,use FedEx." This ad is an example of the _____ approach.
A)unique selling proposition
B)positioning
C)inherent drama
D)brand image
E)benefit

Accepted Answer

The answer of An ad for Federal Express shows a...

Quiz 6: Creative Strategy: Planning and Development

Nizoral A-D shampoo is the only dandruff shampoo made with the number one doctor-prescribed ingredient,an ingredient that its manufacturer holds the patent on.This is the product's unique selling proposition (USP) .Which of the following statements about this USP is true?

General Mills has multiple brands of cereal that compete among themselves and with Post,Quaker,and Kellogg's brand cereals.General Mills would most likely use the _____ approach as a basis for its creative strategies.

_____ is the approach to finding a major selling idea can be done on the basis of product attributes,price/quality,usage or application,product users,or product class.

Jack Trout and Al Ries introduced _____ as the basis for advertising strategy and creative development in the early 1970s.

Aurora Foods Inc.markets Log Cabin,Mrs.Butterworth's,and Aunt Jemima brands of pancake syrup.Aurora is most likely to use a _____ approach to developing creative strategy for each brand.

Procter & Gamble markets Zest,Safeguard,Camay,and Lava brands of bar soaps.Zest is a "get-you-started in the morning" soap.Safeguard is marketed as a germ-fighter.Camay cleans without drying or injuring the skin.Lava is for tough cleaning jobs.Procter & Gamble uses a(n) _____ strategy.

Which of the following statements is true about image advertising?

According to Advertising Age,experts in creative advertising don't write books or espouse theories.They see advertising as:

Procter & Gamble markets Tide,Cheer,Gain,Dash,Bold 3 and Ivory Snow detergents to a variety of different target markets.P&G advertises these different brands using what type of creative strategy?

Unlike other alkaline batteries and traditional rechargeable batteries,Rayovac Renewal alkaline battery is reusable 25 times or more.The ad headline read,"Introducing the Best-Performing Battery System in All of Creation." This ad was based on the Rayovac Renewal alkaline batteries:

Which of the following is often the basis of a marketer's creative strategy when the company has multiple brands competing in the same market?

When an advertiser uses an ad that emphasizes psychological associations and attempts to wrap the consumer's perceptions into a tight concept or symbol,what type of advertising approach is being used?

An approach to finding a major selling idea that uses consumer benefits as a foundation with an emphasis on presenting these benefits in a dramatic way is the _____ approach.