Question 1

The component of advertising that defines the goals of the advertiser and how those goals will be achieved is known as
A)marketing objective.
B)advertising planning.
C)creative strategy.
D)message strategy.

Accepted Answer

The answer of The component of advertising that defines the...

Question 2

Repetition advertising is a(n) ____ game that at least increases the odds of a name being recognized, a product being remembered, and hopefully a sale being made.
A)subliminal
B)probability
C)cognitive
D)emotional

Accepted Answer

Repetition advertising plays on probability, as it increases the likelihood of a brand or product being recognized and remembered. While there are certainly cognitive and emotional elements to advertising, repetition is primarily a numbers game. Subliminal advertising is a controversial and largely unsupported concept.

Question 3

A slice-of-life advertisement attempts to identify a cultural or social setting and have it rub off on a brand.

Accepted Answer

A slice-of-life advertisement is designed to depict a relatable cultural or social setting in order to create a connection with the brand. By making the brand a part of everyday life, the advertisement aims to make it more appealing and memorable to the audience.

Question 4

The main advantage of using an intense level of fear-appeal advertising is that, like it or not, it boosts recall and creates a positive attitude toward the brand.

Accepted Answer

While fear-appeal advertising may increase recall, it often creates a negative attitude towards the brand and may lead to avoidance behavior. Additionally, the use of intense fear appeals can also lead to backlash and criticism.

Question 5

One of the strategic implications of the slice-of-life advertising approach is the possibility that the brand may become a cultural icon-another Coca-Cola.

Accepted Answer

The slice-of-life advertising approach, which involves portraying everyday situations and experiences, has the potential to resonate deeply with consumers and create strong emotional connections with the brand. This, in turn, can lead to the brand becoming a cultural icon, much like Coca-Cola has become a part of American culture.

Question 6

Scientific research has suggested that false memories-including false memories of products that don't even exist-can actually be created in the minds of consumers.

Accepted Answer

Yes, scientific research has found that false memories can be created in the minds of consumers, including false memories of products that do not actually exist. This phenomenon is known as the misinformation effect, which occurs when people are exposed to misleading information that affects their recall or recognition of events or objects. Marketers can use this knowledge to create brand memories and associations in consumers, even if the experience is fabricated or exaggerated.

Question 7

Strategic implications of fear-appeal ads include the strong possibility that they will provide the consumer with a socially acceptable defense for buying the brand.

Accepted Answer

The answer of Strategic implications of fear-appeal ads include the...

Question 8

If you are ever going to understand advertising, you have to understand that objects have social meanings.

Accepted Answer

Advertising often goes beyond just promoting a product's features and benefits. Objects depicted in ads carry social meanings and symbolize values, lifestyles, and aspirations that the target audience may identify with or aspire to. Understanding these social meanings is essential to grasp the psychology of advertising and how it influences consumer behavior.

Question 9

Advertisers don't just want their brand to be remembered.At the very least, they want their brand to make it onto a short list of products that come to mind when the main category is suggested.What concept does this involve?
A)top-of-mind
B)brand loyalty
C)evoked set
D)word-of-mouth

Accepted Answer

This concept involves the evoked set, which refers to the group of brands that come to a consumer's mind when thinking about a particular product category. Advertisers aim to have their brand included in this set as it increases the likelihood of their brand being considered for purchase.

Question 10

Very simple strategies centering on _____ are popular on the Internet, where a familiar name is merely placed in so many locations that an online user will see it over and over again.
A)transformation
B)image
C)demonstration
D)repetition

Accepted Answer

The sentence mentions a strategy that involves placing a familiar name in multiple locations to increase its visibility. This is known as repetition, making option D the best choice. The other options (transformation, image, and demonstration) do not fit with the strategy described in the sentence.

Question 11

A frequent criticism of social anxiety ads is that historically they have ignored an entire population-namely, women.

Accepted Answer

Social anxiety ads have not historically ignored women; in fact, women are often a primary target audience for these ads due to the higher prevalence of social anxiety among women compared to men.

Question 12

The transformational ad focuses on the risk of physical harm or negative social consequences if the consumer neglects to use a certain brand.

Accepted Answer

The transformational ad focuses on creating a positive emotional or experiential connection with the brand, rather than emphasizing risks or negative consequences.

Question 13

Transformational ads connect brands so closely to actual experiences that people automatically think of ad material in certain situations, incorporating these words and images into their long-term memories.

Accepted Answer

Transformational ads aim to create a strong emotional connection between the brand and the consumer, which can result in the consumer remembering the ad material in certain situations and incorporating it into their long-term memories.

Question 14

A slogan is a(n) ____ linked to a brand in a memorable way.
A)visual image
B)linguistic device
C)emotional meaning
D)rhyming song

Accepted Answer

A slogan is a linguistic device, such as a phrase or sentence, that is often used in advertising and branding to create an association between the slogan and the brand in the mind of the consumer. Slogans are designed to be memorable and catchy, and to convey a key message or value of the brand in a concise and effective way. While images, emotions, and music can certainly be part of a brand's marketing campaign, a slogan specifically refers to a linguistic tool.

Question 15

One of the most effective types of advertising around involves messages that want you to change your behavior after worrying about something.

Accepted Answer

This type of advertising is often referred to as "fear-based advertising" and has been shown to be effective in influencing behavior change. By highlighting potential negative consequences, advertisers hope to create a sense of urgency in the consumer and motivate them to take action.

Question 16

Some people assume a brand is the most popular, even superior, based on the fact that they happen to think of it first when the category is mentioned.So the ____ brand may be seen as the leading brand, even when it isn't.
A)evoked set
B)point-of-purchase
C)top-of-mind
D)direct response

Accepted Answer

The term "top-of-mind" refers to the brands that consumers can recall spontaneously when asked about a particular product category. Even if a brand is not the most popular or superior, if it is the first brand that consumers remember, it may be perceived as the leading brand.

Question 17

Social roles-mothers, fathers, romantic partners-and the consumer's inadequacies and worries about fulfilling them, are often used in selling products.

Accepted Answer

This statement is true. Many advertisements use social roles and the fear of not fulfilling them as a way to sell products. Examples include ads that suggest a certain type of product will make a woman a better mother, or that using a particular product will make a man a better romantic partner.

Question 18

The theory behind transformational advertising is that it can actually improve the consumption experience.

Accepted Answer

Transformational advertising is designed to create an emotional connection with the consumer and enhance the overall consumption experience, leading to a more positive perception and relationship with the advertised product or brand.

Question 19

Image ads tend to generate fewer consumer counterarguments, when compared to other types of ads.

Accepted Answer

Image ads typically have less text and focus more on visual appeal, which can make it more difficult for consumers to come up with counterarguments or critiques of the ad.

Question 20

An ad that takes what has been dubbed the "P&G approach" relies on social anxiety to get people to buy products.

Accepted Answer

The "P&G approach" does rely on social anxiety to get people to buy products, according to the statement.

Quiz 10: Creative Message Strategy

The component of advertising that defines the goals of the advertiser and how those goals will be achieved is known as

Repetition advertising is a(n) ____ game that at least increases the odds of a name being recognized, a product being remembered, and hopefully a sale being made.