Question 1

________ tend to be plain, straightforward outlines of benefits and positioning points that the advertiser wants to stress.
Execution styles
Message strategy statements
Creative concept strategies
Advertising appeals
Branded entertainment plans

Accepted Answer

The answer of ________ tend to be plain, straightforward outlines...

Question 2

________ is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time.
Reach
Qualitative value
Impact
Premium
Frequency

Accepted Answer

The answer of ________ is a measure of the percentage...

Question 3

An amateur video showing the result of mixing Diet Coke with Mentos candies is an example of which growing trend in advertising?
YouTube webisodes
YouTube consumer-generated messages
multiple mini-campaigns
consumer-driven promotions
competitive consumer messages

Accepted Answer

The answer of An amateur video showing the result of...

Question 4

Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals.
consumer trends
competitors' weaknesses
competitors' strengths
customer benefits
consumer emotions

Accepted Answer

The answer of Developing an effective message strategy begins with...

Question 5

The goal of advertising as entertainment is for __________ to become a part of the entertainment rather than interrupting it.
branded entertainment
advertainment
audience engagement
brand messages
testimonial endorsement

Accepted Answer

The answer of The goal of advertising as entertainment is...

Question 6

To succeed, an advertisement must ________.
have a significant budget
be placed during prime time
be high frequency
interrupt or disrupt
gain attention and be engaging

Accepted Answer

The answer of To succeed, an advertisement must ________.
have a...

Question 7

The most logical budget-setting method is the ________ method because it is based on spending necessary to accomplish specific promotion goals.
percentage-of-sales
affordable
competitive-parity
objective-and-task
exponential smoothing

Accepted Answer

The answer of The most logical budget-setting method is the...

Question 8

________ is the first step in creating effective advertising messages-deciding what general message will be communicated to consumers.
Eliminating advertising clutter
Message strategy
Media opportunity
Rewarding consumers
Selecting the medium

Accepted Answer

The answer of ________ is the first step in creating...

Question 9

After creating message strategy statements, the advertiser must develop a(n) ________ that will bring the message strategy to life in a distinctive and memorable way.
creative concept
customer strategy
customer benefit
execution style
media vehicle

Accepted Answer

The answer of After creating message strategy statements, the advertiser...

Question 10

The Geico gecko and Tony the Tiger are examples of ________ used in successful advertising campaigns.
slice of life appeals
creative endorsements
testimonials
celebrity spokespeople
personality symbols

Accepted Answer

The answer of The Geico gecko and Tony the Tiger...

Question 11

Today, which of the following is often a more important element of developing an advertising strategy than the creative elements of the campaign?
selecting the right advertising media
using sophisticated statistical models
setting advertising objectives
evaluating advertising campaigns
setting the advertising budget

Accepted Answer

The answer of Today, which of the following is often...

Question 12

A term that has come to represent the merging of advertising and entertainment in an effort to create new avenues for reaching consumers with more engaging messages is ________.
Madison & Vine
Hollywood & Vine
Hollywood & Madison
Saks Fifth Avenue
Hollywood and Wall Street

Accepted Answer

The answer of A term that has come to represent...

Question 13

Product placement in television programs and movies is an example of ________.
branded entertainment
advertainment
lifestyle execution
mood execution
consumer generated content

Accepted Answer

The answer of Product placement in television programs and movies...

Question 14

Which of the following are the three characteristics an advertising appeal should have?
engaging, informative, and stylish
trendy, compelling, and appealing
meaningful, believable, and distinctive
unique, emotional, and entertaining
humorous, memorable, and interesting

Accepted Answer

The answer of Which of the following are the three...

Question 15

What is the first element that a reader typically notices in a print ad?
copy
illustration
headline
logo
color

Accepted Answer

The answer of What is the first element that a...

Question 16

________ is the message execution style that depicts one or more typical people using the product in a normal setting.
Lifestyle
Fantasy
Slice of life
Personality symbol
Testimonial evidence

Accepted Answer

The answer of ________ is the message execution style that...

Question 17

Which of the following are some of the major steps in selecting advertising media?
deciding on reach, frequency, and impact, choosing among major media types
choosing among major media types, selecting target markets
selecting specific media vehicles, deciding on format elements
deciding on format elements, selecting target markets
deciding on format elements, deciding on timing

Accepted Answer

The answer of Which of the following are some of...

Question 18

Soaring media costs, focused target marketing strategies, and the growing array of new media have increased the importance of ________.
the affordable method of setting a promotion budget
the competitive-parity method of setting a promotion budget
using humor to capture audience attention and interest
implementing branded entertainment
media planning

Accepted Answer

The answer of Soaring media costs, focused target marketing strategies,...

Question 19

Ads that are built around dream themes use which type of execution style?
mood or image
musical
fantasy
slice of life
scientific evidence

Accepted Answer

The answer of Ads that are built around dream themes...

Question 20

VOD (video on demand) and DVRs (digital video recorders) present which of the following problems for marketers?
Consumers are watching less television.
Consumers have difficulty attending to specific advertising messages due to advertising clutter.
Audiences are less interested in media consumption.
Consumers have more choices about what to watch or not watch.
Television advertising is becoming more expensive.

Accepted Answer

The answer of VOD (video on demand) and DVRs (digital...

Quiz 12: Communicating Customer Value: Advertising and Public Relations

________ tend to be plain, straightforward outlines of benefits and positioning points that the advertiser wants to stress. Execution styles Message strategy statements Creative concept strategies Advertising appeals Branded entertainment plans

________ is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time. Reach Qualitative value Impact Premium Frequency

An amateur video showing the result of mixing Diet Coke with Mentos candies is an example of which growing trend in advertising? YouTube webisodes YouTube consumer-generated messages multiple mini-campaigns consumer-driven promotions competitive consumer messages

Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals. consumer trends competitors' weaknesses competitors' strengths customer benefits consumer emotions

The goal of advertising as entertainment is for __________ to become a part of the entertainment rather than interrupting it. branded entertainment advertainment audience engagement brand messages testimonial endorsement

To succeed, an advertisement must ________. have a significant budget be placed during prime time be high frequency interrupt or disrupt gain attention and be engaging

The most logical budget-setting method is the ________ method because it is based on spending necessary to accomplish specific promotion goals. percentage-of-sales affordable competitive-parity objective-and-task exponential smoothing

________ is the first step in creating effective advertising messages-deciding what general message will be communicated to consumers. Eliminating advertising clutter Message strategy Media opportunity Rewarding consumers Selecting the medium

After creating message strategy statements, the advertiser must develop a(n) ________ that will bring the message strategy to life in a distinctive and memorable way. creative concept customer strategy customer benefit execution style media vehicle

The Geico gecko and Tony the Tiger are examples of ________ used in successful advertising campaigns. slice of life appeals creative endorsements testimonials celebrity spokespeople personality symbols

A term that has come to represent the merging of advertising and entertainment in an effort to create new avenues for reaching consumers with more engaging messages is ________. Madison & Vine Hollywood & Vine Hollywood & Madison Saks Fifth Avenue Hollywood and Wall Street

Product placement in television programs and movies is an example of ________. branded entertainment advertainment lifestyle execution mood execution consumer generated content

Which of the following are the three characteristics an advertising appeal should have? engaging, informative, and stylish trendy, compelling, and appealing meaningful, believable, and distinctive unique, emotional, and entertaining humorous, memorable, and interesting

What is the first element that a reader typically notices in a print ad? copy illustration headline logo color

________ is the message execution style that depicts one or more typical people using the product in a normal setting. Lifestyle Fantasy Slice of life Personality symbol Testimonial evidence

Ads that are built around dream themes use which type of execution style? mood or image musical fantasy slice of life scientific evidence