Question 1

The primary tactic or approach used to deliver the key ideas in a marketing message is the
A)position strategy
B)message strategy
C)execution strategy
D)presentation strategy

Accepted Answer

The message strategy is the approach used to deliver the key ideas in a marketing message. It involves determining the main message, tone, and communication channel to use to effectively convey the intended message to the target audience. The position strategy involves positioning the brand in the minds of the customers, while the execution strategy involves the creative elements such as design and media planning. The presentation strategy is a more general term for the overall approach to presenting the marketing message.

Question 2

Creating advertisements that focus on the beauty of female tennis players is an example of a(n)________ message strategy.
A)behavioral
B)informational
C)endorsement
D)emotional

Accepted Answer

The focus on the beauty of female tennis players is an example of an emotional message strategy because it is appealing to the audience's feelings and emotions rather than providing factual information or endorsements.

Question 3

The ________ message strategy is designed to build awareness and brand associations.
A)behavioral
B)informational
C)lifestyle
D)emotional

Accepted Answer

The informational message strategy is focused on providing information to the target audience which helps to build awareness and brand associations. It is used when introducing a new product or service to the market or when trying to educate the target audience about the benefits of a specific product or service. The main goal of this strategy is to provide relevant information to the target audience so that they can make informed decisions about purchasing the product or service.

Question 4

The decision about whether to focus a campaign on an opposing team rather than on the home team is primarily based on the
A)effect of the opposing team's brand on attendance
B)current records of both teams
C)number of star players on the opposing team
D)ability of the home team to win

Accepted Answer

The decision to focus a campaign on an opposing team rather than on the home team is primarily based on the effect of the opposing team's brand on attendance. Focusing on a popular and well-known opposing team may attract more fans and increase attendance.

Question 5

In terms of the timetable for implementing marketing tactics in an IMC campaign,a ________ schedule has year-round communication with target audiences with periods of more frequent intensive communications.
A)continuous
B)flighting
C)pulsating
D)diverse

Accepted Answer

A pulsating schedule involves year-round communication with the target audience but includes periods of more intense activity to boost awareness or promote specific marketing objectives. Continuous schedules would imply a steady, unchanging level of communication, while flighting involves starting and stopping at intervals, and diverse isn't a recognized scheduling strategy in this context.

Question 6

The ________ message strategy corresponds with the knowledge component of the hierarchy of sports model.
A)behavioral
B)informational
C)lifestyle
D)emotional

Accepted Answer

The informational message strategy corresponds with the knowledge component of the hierarchy of sports model. This type of message aims to provide information and education to the target audience in order to increase their knowledge and understanding of a particular sport, team, or event. This is the first step in the hierarchy of effects model, where consumers need to acquire knowledge before they can move on to other stages like liking, preference, and purchase.

Question 7

The ________ message strategy is designed to develop a positive brand attitude and preference.
A)behavioral
B)informational
C)lifestyle
D)emotional

Accepted Answer

The emotional message strategy is designed to appeal to consumers' emotions and develop a positive brand attitude and preference. This strategy often focuses on creating a connection with the consumer based on feelings such as happiness, excitement, or nostalgia, in order to establish loyalty and motivate purchases.

Question 8

For an upcoming golf tournament,ads were run about the limited number of tickets.Fans interested in attending were encouraged to call immediately.This is an example of a(n)________ message strategy.
A)behavioral
B)informational
C)endorsement
D)emotional

Accepted Answer

The message strategy used in the ads encourages fans to take an immediate action, i.e. call to purchase tickets. This is a behavioral message strategy as it intends to influence the target audience's behavior, in this case, to buy the tickets without any delay. The other message strategies, such as informational, endorsement, and emotional, do not necessarily focus solely on influencing the behavior of the audience.

Question 9

In using an emotional message strategy,a marketing director should most likely use the following elements in a campaign or ad except
A)happiness
B)excitement
C)reliability
D)belongingness

Accepted Answer

While happiness, excitement, and belongingness are all commonly used emotional appeals in advertising, reliability is not typically thought of as an emotional appeal. Reliability is more of a functional attribute that consumers may look for in a product, but it does not necessarily elicit a strong emotional response.

Question 10

The ________ message strategy corresponds with the action component of the hierarchy of sports model.
A)behavioral
B)informational
C)lifestyle
D)emotional

Accepted Answer

The behavioral message strategy encourages specific actions or behaviors from the target audience, which aligns with the action component of the hierarchy of sports model. The other message strategies (informational, lifestyle, emotional) may influence attitudes or beliefs, but may not necessarily result in behavioral change.

Question 11

Jacob developed Internet,TV,and billboard ads to promote a contest that would award a grand prize of season tickets for the upcoming football season.This is an example of a(n)________ message strategy.
A)behavioral
B)informational
C)endorsement
D)emotional

Accepted Answer

The correct answer is A) behavioral because the message strategy aims to influence or change the behavior of the target audience by enticing them with a grand prize, encouraging participation in the contest.

Question 12

Nicole asked her advertising agency to create a TV and a radio ad that talked about the concert after the game and how much fun it would be.This is an example of a(n)________ message strategy.
A)behavioral
B)informational
C)endorsement
D)emotional

Accepted Answer

The message strategy focuses on the emotional appeal by highlighting the fun aspect of the concert after the game, aiming to evoke feelings and emotional responses from the audience.

Question 13

Sports products that want to have year-round contact with fans although they only have games part of the year are ideal candidates for the ________ scheduling method of marketing tactics.
A)continuous
B)flighting
C)pulsating
D)tactical

Accepted Answer

The pulsating scheduling method involves intermittent bursts of advertising or promotions, which is ideal for sports products that only have games part of the year but want year-round contact with fans. The intermittent bursts can coincide with key events such as the start of the season, playoffs, or championship games. This method allows for a high level of intensity during certain times, while also maintaining a level of awareness throughout the year.

Question 14

Kayla believes that her target market will be persuaded by messages that outline the features,attributes,and benefits of the product.She should use the ________ message strategy.
A)behavioral
B)informational
C)endorsement
D)emotional

Accepted Answer

The informational message strategy focuses on providing factual information about the features, attributes, and benefits of a product. This type of message is effective for consumers who want to gather as much information as possible before making a purchase decision. Kayla's target market seems to fit this description, so using an informational message strategy would likely be the most effective approach.

Question 15

The ________ message strategy corresponds with the affinity component of the hierarchy of sports model.
A)behavioral
B)informational
C)lifestyle
D)emotional

Accepted Answer

The emotional message strategy focuses on creating a strong emotional connection with the audience, which is highly related to the affinity component of the hierarchy of sports model. The affinity component refers to the emotional attachment that individuals have with a particular team, sport, or athlete. Therefore, the emotional message strategy is the best choice that corresponds with this component of the model. Option A) Behavioral strategies aim to promote a particular behavior, such as purchasing a ticket, participating in an event, etc. B) Informational strategies focus on providing factual information about the sport, team, or athlete, which is relevant to the knowledge component of the hierarchy of sports model. C) The lifestyle strategy emphasizes the aspirational or symbolic lifestyle that comes with being a fan of a particular team, sport, or athlete, which is related to the self-expression component of the hierarchy of sports model.

Question 16

Creative strategy involves the following creative decisions except the
A)position strategy
B)message strategy
C)execution strategy
D)presentation strategy

Accepted Answer

Positioning strategy is a marketing concept that is not directly related to creative strategy. Creative strategy involves decisions related to the message, execution, and presentation of advertising or marketing communications.

Question 17

Featuring opposing teams or their star players in brand communications can be a good strategy under the following conditions except when the
A)home team has excess capacity
B)goal is to build allegiance to the home team brand
C)short-term objective is to boost attendance
D)opposing team can draw fans who seldom attend

Accepted Answer

Featuring opposing teams or star players in brand communications is typically aimed at attracting a wider audience, including fans of the opposing team, to boost attendance and interest in the event. This strategy may not be effective for building allegiance to the home team brand specifically, as it shifts focus away from the home team to include or highlight the appeal of the opposing team.

Question 18

The ________ message strategy is designed to encourage trial usage,repeat purchases,and brand loyalty.
A)behavioral
B)informational
C)lifestyle
D)emotional

Accepted Answer

Behavioral message strategy is designed to influence consumer behavior towards a specific product by encouraging trial usage, repeat purchases, and brand loyalty. This type of strategy focuses on influencing consumer behavior through various means such as providing incentives, limited-time offers, and rewards for repeat purchases. It also highlights the product's unique features and benefits, which may encourage consumers to try the product and continue using it in the future. Therefore, the behavioral message strategy is best suited for encouraging consumer behavior that leads to increased sales and brand loyalty.

Question 19

The situational foundation for the message and the execution of the brand story is the
A)position strategy
B)message strategy
C)execution strategy
D)presentation strategy

Accepted Answer

The answer of The situational foundation for the message and...

Question 20

"Tickets for the next game can also be purchased by phone,online,or through Ticketmaster." This message is an example of a(n)________ message strategy.
A)behavioral
B)informational
C)endorsement
D)emotional

Accepted Answer

The message is providing information about different ways to purchase tickets for the next game, making it an informational message strategy.

Quiz 9: Creating the Brand Storycommunications Campaigns

The primary tactic or approach used to deliver the key ideas in a marketing message is the

Creating advertisements that focus on the beauty of female tennis players is an example of a(n) ________ message strategy.

The ________ message strategy is designed to build awareness and brand associations.

The decision about whether to focus a campaign on an opposing team rather than on the home team is primarily based on the

In terms of the timetable for implementing marketing tactics in an IMC campaign,a ________ schedule has year-round communication with target audiences with periods of more frequent intensive communications.

The ________ message strategy corresponds with the knowledge component of the hierarchy of sports model.

The ________ message strategy is designed to develop a positive brand attitude and preference.

For an upcoming golf tournament,ads were run about the limited number of tickets.Fans interested in attending were encouraged to call immediately.This is an example of a(n) ________ message strategy.

In using an emotional message strategy,a marketing director should most likely use the following elements in a campaign or ad except

The ________ message strategy corresponds with the action component of the hierarchy of sports model.

Jacob developed Internet,TV,and billboard ads to promote a contest that would award a grand prize of season tickets for the upcoming football season.This is an example of a(n) ________ message strategy.

Nicole asked her advertising agency to create a TV and a radio ad that talked about the concert after the game and how much fun it would be.This is an example of a(n) ________ message strategy.

Sports products that want to have year-round contact with fans although they only have games part of the year are ideal candidates for the ________ scheduling method of marketing tactics.

Kayla believes that her target market will be persuaded by messages that outline the features,attributes,and benefits of the product.She should use the ________ message strategy.

The ________ message strategy corresponds with the affinity component of the hierarchy of sports model.

Creative strategy involves the following creative decisions except the

Featuring opposing teams or their star players in brand communications can be a good strategy under the following conditions except when the

The ________ message strategy is designed to encourage trial usage,repeat purchases,and brand loyalty.

The situational foundation for the message and the execution of the brand story is the

"Tickets for the next game can also be purchased by phone,online,or through Ticketmaster." This message is an example of a(n) ________ message strategy.