Question 1

Message strategy objectives should match with the methods,or how the advertiser plans to achieve the objective.

Accepted Answer

The message strategy objectives should align with the methods or tactics planned by the advertiser to achieve those objectives. This ensures a coherent and effective advertising campaign.

Question 2

Comparison ads are rarely seen outside the United States due to cultural customs or legal restrictions of other nations.

Accepted Answer

Comparison ads are heavily regulated or prohibited in many countries outside of the US. For example, in Europe, the Comparative Advertising Directive allows comparison ads only if they are not misleading, do not disparage a competitor's trademarks, and do not take unfair advantage of a competitor's reputation. In some countries, such as Canada, comparison ads are allowed but must follow strict guidelines set by the government.

Question 3

Feel-good ads sometimes focus on positive feelings,in order to associate those positive feelings with the advertised brand.

Accepted Answer

Feel-good ads are designed to evoke positive emotions to make consumers associate that positive feeling with the brand being advertised.

Question 4

Sex-appeal ads can be used to get attention,but not to create a brand image.

Accepted Answer

Sex-appeal ads are designed to grab attention, but they do not create a lasting brand image. They may be effective in the short term, but they do not build brand loyalty or trust.

Question 5

Advertisers are not interested in brand recall.

Accepted Answer

Advertisers are heavily invested in brand recall. It is an important metric for measuring the effectiveness of an ad campaign as it helps to determine the percentage of people who remember the brand or product after seeing the ad. Higher brand recall leads to better brand recognition, increased sales, and customer loyalty.

Question 6

One drawback of reason-why ads is that they have a potential for counterarguments,which may ultimately convince the customer why not to buy the advertised brand.

Accepted Answer

Reason-why ads provide reasons why the customer should buy a particular brand, but these same reasons may also be used by the customer to argue against buying the brand. This increases the potential for counterarguments, which may ultimately convince the customer not to buy the product.

Question 7

Advertisers typically want their name to be the first brand that consumers remember.

Accepted Answer

This is true as it helps build brand recognition and increase the likelihood that the consumer will purchase that brand in the future.

Question 8

An advertorial is an ad that is designed to look like a newspaper article.

Accepted Answer

An advertorial is indeed an ad that is created to mimic the look and feel of a newspaper article in order to promote a product or service.

Question 9

Repetition is a tried-and-true way of gaining easier retrieval of brand names from a consumer's memory.

Accepted Answer

Repetition is a well-known technique for improving brand recognition and recall by reinforcing the association between the brand name and the product or service it represents in the minds of consumers. Repeating a brand name multiple times can help to establish it in a consumer's memory, making it more likely to be remembered when they are making purchasing decisions. However, repetition alone may not be sufficient to guarantee successful brand recall, as other factors such as brand relevancy, distinctiveness, and emotional connections may also play important roles in determining the effectiveness of a brand's marketing efforts.

Question 10

Commercials that show ordinary people wearing a product are employing a type of average-user testimonial.

Accepted Answer

Commercials that showcase normal people using and endorsing a product are considered to be average-user testimonials.

Question 11

For humor ads to be successful,the humor can't replace brand connection.

Accepted Answer

Humor can grab the audience's attention, but it's important that the focus remains on the brand message and the connection consumers have with the brand. If the humor overshadows the brand, the ad becomes forgettable and fails to achieve its purpose of promoting the brand.

Question 12

When an advocacy position is taken by a spokesperson in an advertisement,it is known as a testimonial.

Accepted Answer

A testimonial is a form of advertising where a spokesperson or satisfied customer endorses a product or service by sharing their positive experience with it.

Question 13

One warning regarding sex-appeal ads is that they need to be presented in an appropriate context; otherwise,they can be a distraction,or worse.

Accepted Answer

Sex-appeal ads may be considered inappropriate in certain contexts, such as family-friendly environments or professional settings, and can therefore be distracting or even offensive. It is important to consider the target audience and the appropriate context for such ads.

Question 14

The concept of message strategy refers to objectives,not methods-what you want to do,not how you want to plan it.

Accepted Answer

The concept of message strategy is about defining the objectives and goals of a message, rather than the specific methods and tactics used to communicate it.

Question 15

It is important to consider the strategic implications of the various types of advertising.

Accepted Answer

This statement is true. It is important to consider the strategic implications of different types of advertising because it can impact the effectiveness and the reach of the advertising campaign. Factors such as target audience, budget, timing, and message should all be considered in order to make the right strategic decisions.

Question 16

Both feeling-based and thought-based ads are important for differing objectives.

Accepted Answer

Feeling-based ads are important for creating emotional connections with the audience and building brand loyalty, while thought-based ads are important for providing information and promoting the rational benefits of a product or service. Depending on the objective of the advertisement, both types can be effective.

Question 17

Humorous versions of advertisements usually prove to be less persuasive than non-humorous versions of the same ad.

Accepted Answer

Research has shown that humorous ads may grab attention and be memorable, but they can also distract from the message and make the product seem less important. Non-humorous ads tend to be more straightforward and informative, which can lead to greater persuasion.

Question 18

Compared to achieving a brand recall objective,achieving a persuasion objective typically requires more cognitive processing on the part of the consumer.

Accepted Answer

Persuasion objectives require the consumer to actively engage with the message and make a decision based on the information presented, while brand recall objectives simply require the consumer to remember the brand name or logo. Therefore, achieving a persuasive objective typically requires more cognitive processing on the part of the consumer.

Question 19

Advertisements that use the USP concept link the brand name with its unique selling proposition.

Accepted Answer

Advertisements that use the USP concept highlight the unique qualities of the brand and link it with its name to differentiate it from others in the market.

Question 20

An infomercial looks like an entertainment show,when it's really an ad.

Accepted Answer

An infomercial is designed to appear like an entertaining show or program, but it is actually a form of advertisement. Its purpose is to sell a product or service to viewers.

Quiz 10: Creative Message Strategy