Question 1

The Rossiter-Percy Grid focuses on the physical state, for purchase of our brand or brand-item, of the target audience group for whom the marketing communications campaign is intended.

Accepted Answer

The Rossiter-Percy Grid focuses on the target audience's motivation (informational or transformational) and the type of purchase decision (high or low involvement), rather than their physical state.

Question 2

Split decisions about motive type are best resolved by assuming an informational motive.

Accepted Answer

Assuming an informational motive is the most neutral and objective approach to resolving split decisions about motive type. It avoids making assumptions about the individual's emotional or psychological state, and instead focuses on their desire for information or knowledge.

Question 3

Effective brand recall tactics require the brand name to be repeated as often as possible in an ad.

Accepted Answer

While repetition can help with brand recall, effective tactics also include other elements such as creating a strong brand identity, associating the brand with a distinct personality or emotion, and using visual cues to reinforce the brand message. Simply repeating the name may not be enough to create lasting brand recall.

Question 4

Low-involvement/informational ads should emphasize a maximum of two benefits.

Accepted Answer

Low-involvement/informational ads are designed to quickly grab the attention of the audience and provide them with minimal information about the product or service. To make them effective, they should focus on a maximum of two benefits that are most relevant and appealing to the target audience. Too much information or multiple benefits can overwhelm the audience and reduce the effectiveness of the ad.

Question 5

Believability is important for high-involvement choices because benefit claims must be accepted in ad processing and not simply learned.

Accepted Answer

Believability is important for high-involvement choices because consumers actively process the information in the ad and make judgments about the believability of the benefit claims being made. Simply learning the information is not enough to convince them to make a purchase.

Question 6

Up to seven pretested benefit claims can be used in a high-involvement/ informational ad.

Accepted Answer

Pretested benefit claims are used to convince consumers to purchase a product, and are especially important in high-involvement or informational ads. While there is no hard and fast rule on the number of benefit claims that can be used, it is generally recommended to use no more than seven in order to avoid overwhelming the consumer with too much information.

Question 7

High-involvement/transformational brand attitude tactics employ a key benefit claim that is reliant on a negatively-originated motive.

Accepted Answer

High-involvement/transformational brand attitude tactics employ a key benefit claim that is reliant on a positively-originated motive, not a negatively-originated motive. These tactics aim to inspire and activate customers, rather than using fear or negativity to drive behavior.

Question 8

Effective branding strategies involve high-involvement/transformational tactics that require executional stimuli in the message based on a selling proposition that is instinctual, archetypal, or strongly emotional.

Accepted Answer

Effective branding strategies aim to create strong emotional connections with consumers and often use selling propositions that connect with instinctual or archetypal emotions. These tactics require high levels of involvement from the consumer and often involve transformational experiences or messages that resonate on a deep emotional level.

Question 9

Informational benefits are not important in high-involvement/ transformational messages.

Accepted Answer

Informational benefits are important in high-involvement/transformational messages as they aim to persuade the audience to make significant changes or take important actions. These messages should provide detailed information about the benefits and consequences of the proposed action.

Question 10

The VisCAP model of presenter selection says that, for informational products and services, the presenter must be perceived as both expert and trustworthy.

Accepted Answer

The answer of The VisCAP model of presenter selection says...

Question 11

The brand or brand-item must be located within one of the two brand awareness boxes and in one of the four brand attitude boxes in the Rossiter-Percy Grid.

Accepted Answer

This statement is true. The Rossiter-Percy Grid is a tool used to analyze brand communication and placement, and involves plotting a brand or brand-item on a grid with four quadrants representing different levels of brand awareness and brand attitude. The brand must be located within one of the two Brand Awareness boxes (either high or low) and one of the four Brand Attitude boxes (either positive or negative, active or passive).

Question 12

Split decisions about which brand awareness type the target audience most often uses are best resolved by assuming a brand recall objective.

Accepted Answer

Split decisions about brand awareness types should be resolved by conducting market research to understand the target audience's preferences and behaviors, rather than assuming a brand recall objective without evidence.

Question 13

The 2-second rule for TV commercials means that the pack shot or logo achieves sufficient exposure.

Accepted Answer

The 2-second rule for TV commercials is based on the premise that viewers need at least 2 seconds to process and remember visual information. Therefore, if a pack shot or logo appears on screen for at least 2 seconds, it is more likely to achieve sufficient exposure and be remembered by viewers.

Question 14

Celebrity presenters usually do not increase brand recall over competing brands.

Accepted Answer

Celebrity presenters often increase brand recall because they attract more attention and create a stronger association in the consumer's mind between the brand and the celebrity, making the brand more memorable compared to competing brands without celebrity endorsements.

Question 15

Likable ads have no influence on low-involvement/transformational brand attitude.

Accepted Answer

Likable ads can still have some influence on low-involvement/transformational brand attitude, even if it may be limited. It is important to note that likability is just one factor in determining ad effectiveness and other factors such as relevance and memorability also play a role.

Question 16

High-involvement/informational ad tactics depend on the target customer's prior attitude toward the brand-item.

Accepted Answer

High-involvement/informational ad tactics are tailored to the target customer's level of involvement and knowledge about a particular brand or item. Therefore, the tactics used will vary based on the customer's prior attitude toward the brand-item.

Question 17

The high-involvement/informational message in direct-reponse ads should apply the primacy effect of benefit order but also retain at least one important and unique claim until last to produce a recency effect in ad processing.

Accepted Answer

The statement correctly explains that a high-involvement/informational message in direct-response ads should use the primacy effect of benefit order but also keep an important and unique claim for last to create a recency effect during ad processing.

Question 18

Small brands that employ an implicit comparison approach in their advertising usually find it extremely effective.

Accepted Answer

Implicit comparison in advertising can be risky for small brands because it may not clearly communicate the brand's unique value or may inadvertently promote the competitor. It's effectiveness varies and is not guaranteed.

Question 19

As customers find it difficult to evaluate "credence goods," such as vacations or new cars, advertisers should be aware that overclaiming the transformational benefits for these types of products can be highly problematic.

Accepted Answer

The answer of As customers find it difficult to evaluate...

Question 20

The VisCAP model of presenter selection proposes six potentially influential characteristics of the presenter.

Accepted Answer

The VisCAP model of presenter selection does propose six potentially influential characteristics of the presenter - Visual, Vocal, Verbal, Competence, Attractiveness, and Similarity.

Quiz 6: Brand Awareness and Brand Attitude Grid Tactics