Question 1

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

Accepted Answer

Developing an effective message strategy involves identifying customer benefits that can be used as advertising appeals. This means understanding what benefits and features of the product or service are most relevant to the target audience and highlighting them in the advertising message. Consumer emotions and trends can also be important factors to consider, but ultimately it is the customer benefits that will drive the effectiveness of the advertising message. Competitors' strengths and weaknesses can be useful to know for competitive positioning, but they are not necessarily the foundation for developing an effective message strategy.

Question 2

In its advertisements, Timex promotes its affordable and sturdy watches. Fossil emphasizes style and fashion in its advertisements, and Rolex stresses luxury and status. These are all examples of ________ appeals.
A) rational
B) reminder
C) believable
D) entertainment
E) distinctive

Accepted Answer

The answer of In its advertisements, Timex promotes its affordable...

Question 3

The first step in creating effective advertising messages is ________.
A) selecting specific media vehicles
B) planning a message strategy
C) determining return on advertising investment
D) choosing media timing
E) executing the message

Accepted Answer

Planning a message strategy is the first step in creating effective advertising messages. This involves defining the target audience, identifying key benefits or unique selling points, and determining the overall tone and style of the message. Once this strategy is in place, media vehicles, timing, and execution can be determined. Return on advertising investment is evaluated after advertising has been implemented.

Question 4

The advertiser must find the best approach, style, words, format, and ________ for executing the message.
A) media
B) cost
C) visuals
D) tone
E) endorser

Accepted Answer

The advertiser must choose the appropriate tone for executing the message in order to connect with the target audience and effectively communicate the message. The other options (media, cost, visuals, endorser) are also important considerations, but they are not the best fit for completing the sentence.

Question 5

The advertisements that use the Aflac duck or the GEICO gecko are using the message execution style of ________.
A) lifestyle
B) technical expertise
C) testimonial evidence
D) slice of life
E) personality symbols

Accepted Answer

The use of the Aflac duck and GEICO gecko as mascots represents the personality symbols message execution style. These animals represent the brand's personality and help to create a memorable and recognizable image for consumers.

Question 6

Which of the following message execution styles focuses on the company's skill and knowledge in making the product?
A) endorsement
B) scientific evidence
C) slice of life
D) technical expertise
E) testimonial evidence

Accepted Answer

The technical expertise message execution style focuses on the company's skill and knowledge in making the product. This style highlights the technical aspects of the product and emphasizes the expertise of the company in producing it.

Question 7

An ad for a new convection oven shows a busy professional woman using the convection oven to cook dinner for her family. Which of the following message execution styles is illustrated in this example?
A) testimonial evidence
B) slice of life
C) fantasy
D) scientific evidence
E) mood or image

Accepted Answer

The example illustrates the slice of life message execution style, as it depicts a relatable scenario of a busy professional woman using the oven to cook dinner for her family.

Question 8

Which of the following message execution styles features a highly believable or likable source endorsing the product?
A) musical
B) mood or image
C) testimonial evidence
D) lifestyle
E) slice of life

Accepted Answer

Testimonial evidence features a source endorsing the product, which can make the message more believable or likable to the audience.

Question 9

After creating a message strategy statement, the advertiser must develop a compelling ________ that will bring the message strategy to life in a distinctive and memorable way.
A) creative concept
B) customer strategy
C) customer benefit
D) execution style
E) media vehicle

Accepted Answer

The creative concept is the visual and/or verbal idea that expresses the message strategy in a unique and attention-grabbing way. It is the foundation of the advertising campaign and the starting point for developing the execution style and selecting the appropriate media vehicles. The creative concept must be compelling and engaging to capture the audience's attention and communicate the desired message effectively.

Question 10

An IKEA ad shows consumers creating fanciful room designs with IKEA furniture, such as "a bedroom for a queen made by Bree and her sister, designed by IKEA." Which of the following message execution styles is illustrated in this example?
A) mood or image
B) musical
C) fantasy
D) lifestyle
E) personality symbol

Accepted Answer

The ad is using a fantasy execution style to showcase the creativity and imagination that consumers can use when designing their rooms with IKEA furniture.

Question 11

Which message execution style depicts average people using a product in an everyday setting?
A) lifestyle
B) scientific evidence
C) slice of life
D) personality symbol
E) testimonial evidence

Accepted Answer

The slice of life message execution style typically shows average people using a product in an everyday setting, making it the best answer choice for this question. Lifestyle execution style may show idealized situations rather than everyday settings, scientific evidence focuses on studies and data rather than people, personality symbol centers around a character or spokesperson rather than average people, and testimonial evidence shows the personal experience of individuals who have used the product, but does not necessarily depict an everyday setting.

Question 12

Which message execution style involves presenting survey data indicating that a brand is better than other brands?
A) scientific evidence
B) testimonial evidence
C) endorsement
D) technical expertise
E) slice of life

Accepted Answer

Presenting survey data indicating that a brand is better than other brands falls under the message execution style of scientific evidence. This involves using factual and objective evidence to support the superiority of the brand, which can be convincing to consumers who value research and data.

Question 13

Apple used an album by the band U2 to promote the Apple Watch announcement. Which of the following message execution styles is illustrated in this example?
A) personality symbol
B) musical
C) fantasy
D) lifestyle
E) slice of life

Accepted Answer

The answer of Apple used an album by the band...

Question 14

________ tend to be straightforward outlines of benefits and positioning points that the advertiser wants to stress.
A) Promotion mix plans
B) Message strategy statements
C) Creative concept strategies
D) Advertainment statements
E) Branded entertainment plans

Accepted Answer

Message strategy statements are typically straightforward outlines of benefits and positioning points that the advertiser wants to stress.

Question 15

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

Accepted Answer

An advertising appeal should be meaningful, meaning it should have relevance to the target audience; believable, meaning it should be backed up by evidence or be credible to the target audience; and distinctive, meaning it should stand out and be different from other appeals the target audience may encounter.

Question 16

Which term refers to the general idea that will be communicated to consumers through an advertisement?
A) advertising appeal
B) message strategy
C) consumer-generated message
D) creative concept
E) message execution

Accepted Answer

The term that refers to the general idea that will be communicated to consumers through an advertisement is message strategy. Message strategy outlines what the advertiser wants to convey to the target audience and how they will convey it. The other options are related to different parts of the advertising process but do not specifically refer to the main idea being communicated.

Question 17

A pharmaceutical ad features a world-renowned heart surgeon describing the benefits of a medication. Which of the following message execution styles is illustrated in this example?
A) mood or image
B) fantasy
C) personality symbol
D) musical
E) testimonial evidence

Accepted Answer

The world-renowned heart surgeon providing a testimonial for the medication is an example of testimonial evidence, where an expert or celebrity promotes the benefits of the product.

Question 18

Progressive Insurance uses Flo to represent its product. Which of the following message execution styles was used by Progressive Insurance?
A) mood or image
B) fantasy
C) personality symbol
D) technical expertise
E) musical

Accepted Answer

Flo is a personality symbol used by Progressive Insurance to represent its product.

Question 19

Maybelline used Gigi Hadid, a model, to endorse a new range of cosmetics. This message execution style is referred to as ________.
A) lifestyle
B) testimonial evidence
C) image
D) technical expertise
E) personality symbol

Accepted Answer

The use of Gigi Hadid to endorse the cosmetics is an example of testimonial evidence, in which a celebrity or expert vouches for the quality or effectiveness of the product.

Question 20

An ad for Athleta active wear shows a woman in a complex yoga pose and states: "If your body is your temple, build it one piece at a time." This ad uses the ________ execution style.
A) slice of life
B) lifestyle
C) fantasy
D) scientific evidence
E) personality symbol

Accepted Answer

The ad is using the lifestyle execution style as it is targeting women who prioritize their health and fitness as a way of life, and portrays Athleta active wear as a means to building their temple (body) one piece at a time.

Quiz 15: Advertising and Public Relations

Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals.

In its advertisements, Timex promotes its affordable and sturdy watches. Fossil emphasizes style and fashion in its advertisements, and Rolex stresses luxury and status. These are all examples of ________ appeals.

The first step in creating effective advertising messages is ________.

The advertiser must find the best approach, style, words, format, and ________ for executing the message.

The advertisements that use the Aflac duck or the GEICO gecko are using the message execution style of ________.

Which of the following message execution styles focuses on the company's skill and knowledge in making the product?

An ad for a new convection oven shows a busy professional woman using the convection oven to cook dinner for her family. Which of the following message execution styles is illustrated in this example?

Which of the following message execution styles features a highly believable or likable source endorsing the product?

After creating a message strategy statement, the advertiser must develop a compelling ________ that will bring the message strategy to life in a distinctive and memorable way.

An IKEA ad shows consumers creating fanciful room designs with IKEA furniture, such as "a bedroom for a queen made by Bree and her sister, designed by IKEA." Which of the following message execution styles is illustrated in this example?

Which message execution style depicts average people using a product in an everyday setting?

Which message execution style involves presenting survey data indicating that a brand is better than other brands?

Apple used an album by the band U2 to promote the Apple Watch announcement. Which of the following message execution styles is illustrated in this example?

________ tend to be straightforward outlines of benefits and positioning points that the advertiser wants to stress.

Which of the following are the three characteristics that an advertising appeal should have?

Which term refers to the general idea that will be communicated to consumers through an advertisement?

A pharmaceutical ad features a world-renowned heart surgeon describing the benefits of a medication. Which of the following message execution styles is illustrated in this example?

Progressive Insurance uses Flo to represent its product. Which of the following message execution styles was used by Progressive Insurance?

Maybelline used Gigi Hadid, a model, to endorse a new range of cosmetics. This message execution style is referred to as ________.

An ad for Athleta active wear shows a woman in a complex yoga pose and states: "If your body is your temple, build it one piece at a time." This ad uses the ________ execution style.