Question 1

There is one big difference between a successful and an unsuccessful humor ad-the joke or payoff in the successful one
A)is funnier.
B)can be run more often.
C)is linked to the product.
D)puts down the competition.

Accepted Answer

The successful humor ad will have a joke or payoff that is linked to the product being advertised, while an unsuccessful humor ad may have a funny joke or payoff, but it will not be related to the product being advertised. This connection to the product will help the ad be more effective in communicating its message and promoting the product.

Question 2

The risk taken with the ____ testimonial is that the person may some day experience a fall from grace or a damaged reputation, thereby bringing negative aspects to the brand.
A)infomercial
B)demonstration
C)expert
D)celebrity

Accepted Answer

A celebrity testimonial is the only option where the person's reputation and public image are an integral part of their endorsement. The other options such as infomercial, demonstration, and expert may not rely on a person's image or reputation as heavily for the endorsement.

Question 3

Humor ads are used most often to
A)invoke a direct response to the brand within a set time period.
B)create a pleasant and memorable association with the brand.
C)connect the brand with a social or cultural setting.
D)define the brand image.

Accepted Answer

Humor ads use comedy and laughter to create a positive and memorable association with the brand. By making the audience laugh, they are more likely to remember the ad and thus the brand. Humor ads are not typically used to invoke a direct response within a set time period, connect the brand to a social or cultural setting, or define the brand image.

Question 4

A group of friends sitting in a bar talk and joke about various beer commercials.One of them describes an ad and they all laugh, and then someone says, "That is one great ad.Who was that for, anyway?" The text clearly makes the point that if someone is asking which product is behind an ad, it
A)is not a great ad.
B)has successfully used product recall.
C)generates anxiety instead of humor.
D)is not really a funny ad.

Accepted Answer

If someone cannot remember the product behind an ad, it indicates that the ad failed to effectively promote the brand, thus it is not a great ad.

Question 5

As noted in the text, Tom Reichert, a professor at the University of Georgia, attempted to summarize the traditional wisdom in the world of advertising by saying that the use of sex
A)sells.
B)has its risks but is worth it.
C)requires too much thought and commitment.
D)is desperate and amateurish.

Accepted Answer

The answer of As noted in the text, Tom Reichert,...

Question 6

Recently, progress has been made in understanding the mechanisms involved in feel-good advertising and the relationship between thought and feelings.It is now believed that feelings are
A)less powerful than thoughts.
B)expressed in a more primitive way than thoughts.
C)generated from the same system as thoughts.
D)slower than thoughts.

Accepted Answer

Feelings are often considered to be expressed in a more primitive way than thoughts, as they are more instinctual and less processed than cognitive functions.

Question 7

It has been known for a long time that jingles and slogans are linked to a concept called ____, that is, people find them catchy and easy to repeat.
A)rehearsal
B)appreciation
C)comparison
D)visualization

Accepted Answer

Rehearsal is the process of repeating information or stimuli in order to improve memory or performance. Jingles and slogans are designed to be easily rehearsed and recalled due to their catchiness and repetition. Therefore, the best choice is A) rehearsal.

Question 8

The main objective of hard-sell messages is to
A)create a sense of urgency so that consumers will act quickly.
B)highlight a consumers inadequacy within the context of a social role.
C)create in the consumer a pleasant and memorable association with the brand.
D)highlight the risk of harm or negative consequences of not using the advertised brand.

Accepted Answer

The main objective of hard-sell messages is to create a sense of urgency so that consumers will act quickly, often by emphasizing a limited-time offer or a risk of missing out on a deal. They aim to push consumers towards an immediate action.

Question 9

An advertiser for bubble gum attempts to generate brand preference by getting consumers to simply like the product and associate it with fun and happiness.Which type of message is the advertiser sending?
A)feel-good
B)fear-appeal
C)sex-appeal
D)hard-sell

Accepted Answer

The advertiser is trying to create a feel-good message by associating the bubble gum with fun and happiness.

Question 10

A real-life nurse discussing the benefits of a home blood-pressure kit and a real-life librarian promoting the advantages of a children's reading program are both
A)acting as expert spokespeople.
B)lending celebrity credibility.
C)providing real-life demonstrations.
D)delivering average-user testimonials.

Accepted Answer

The answer of A real-life nurse discussing the benefits of...

Question 11

When compared to fear, anxiety
A)is not as effective in advertising.
B)can last longer.
C)is easier to identify.
D)is used less often in ads.

Accepted Answer

Anxiety often involves worrying and anticipation of future events which can last longer and be more persistent than fear, which is usually a response to an immediate threat.

Question 12

Which company, mentioned in the text, has for about 100 years consistently used powerful scenes filled with positive emotions to make it clear that its brand represents good memories?
A)Kodak
B)Ivory
C)Campbell's
D)Kellogg's

Accepted Answer

The text mentions that Kodak has consistently used powerful scenes filled with positive emotions to make it clear that its brand represents good memories, for about 100 years.

Question 13

Several ads for lingerie, jeans, and perfume in a sophisticated fashion magazine provide instances in which a sex-appeal message is successfully used.This occurs because the
A)right model is chosen.
B)product is appropriate.
C)image approach is used.
D)brand is bought for emotional reasons.

Accepted Answer

The product is appropriate for a sex-appeal message because lingerie, jeans, and perfume are often associated with attractiveness and allure, making the use of such a message effective.

Question 14

The value of the testimonial lies in the _____ behind the presentation of a brand's attributes.
A)truth
B)authority
C)anxiety
D)information

Accepted Answer

The value of a testimonial lies in the authority behind the presentation of a brand's attributes. Testimonials from credible sources can lend authority and legitimacy to a brand's claims, increasing trust and credibility with consumers. While truth and information are important elements of a testimonial, they are not the defining characteristic that gives it value. Anxiety is not typically associated with the value of a testimonial.

Question 15

According to the text, some research has indicated that ____ is the single most common response that people have to ads.
A)creative resistance
B)recall
C)counterargument
D)brand switching

Accepted Answer

Research often shows that counterargument, where consumers mentally argue against the message of an ad, is a common response to advertisements.

Question 16

Consumers often rely on opinions and testimonials from people they consider similar to themselves, more than on direct information or solid evidence about a product.This theory centers around the importance of a person's
A)consumer behavior.
B)reference group.
C)anxiety level.
D)brand loyalty.

Accepted Answer

Reference group theory suggests that consumers seek out the opinions and testimonials of people they perceive to be similar to themselves or part of their reference group. This is because they trust the judgment of people they identify with more than direct information or evidence about a product. Therefore, the importance of a person's reference group plays a significant role in their purchasing decisions.

Question 17

Which of the following is true about fear when it is used in an advertisement?
A)Fear will get a consumer to pay attention but will rarely get a consumer to take action.
B)Fear is best used at very low or almost unrecognizable levels.
C)Fear works best when the consumer doesn't think about the ad too much.
D)Fear can work when it's believable and the ad shows a clear way out.

Accepted Answer

Fear can be effective in advertising when it is believable and the ad provides a clear way for the consumer to solve or avoid the problem presented. If the fear is too extreme or unrealistic, it may turn the consumer off or make them feel helpless. Providing a solution or action for the consumer to take can increase the effectiveness of fear-based advertising.

Question 18

Which type of ads that are designed to persuade the consumer are most likely to actually confuse the consumer?
A)comparison ads
B)hard-sell ads
C)reason-why ads
D)information-only ads

Accepted Answer

Comparison ads can be confusing for consumers because they often present a lot of information about different products or services, making it difficult for the consumer to compare them effectively. Additionally, these ads can be biased towards a particular product or service, further confusing the consumer.

Question 19

A firm sells a medical-alert device that elderly people wear around their necks.If they fall or find themselves in an emergency situation, they can just press the button to signal an emergency crew.The company decides to create a fear-appeal ad for the device.A potential downside of this strategy is that
A)fear of the situation is easily transferred to fear of the product.
B)the use of too little or too much fear may do nothing.
C)fear is not a strong enough emotion to get a consumer to act.
D)no research has shown that fear is effective.

Accepted Answer

The answer of A firm sells a medical-alert device that...

Question 20

Comparison ads are almost never used by ____, but are almost always generated by ____.
A)agency creative departments; corporate marketing departments
B)established market leaders; the underdog brand
C)advertisers seeking recall; advertisers seeking image
D)advertisers of new products; advertisers of traditional products

Accepted Answer

Comparison ads are often used by underdog brands to differentiate themselves from established market leaders. Established market leaders may not feel the need to use comparison ads as they already have a strong position in the market.

Quiz 10: Creative Message Strategy

There is one big difference between a successful and an unsuccessful humor ad-the joke or payoff in the successful one

The risk taken with the ____ testimonial is that the person may some day experience a fall from grace or a damaged reputation, thereby bringing negative aspects to the brand.

Humor ads are used most often to

A group of friends sitting in a bar talk and joke about various beer commercials.One of them describes an ad and they all laugh, and then someone says, "That is one great ad.Who was that for, anyway?" The text clearly makes the point that if someone is asking which product is behind an ad, it

As noted in the text, Tom Reichert, a professor at the University of Georgia, attempted to summarize the traditional wisdom in the world of advertising by saying that the use of sex

Recently, progress has been made in understanding the mechanisms involved in feel-good advertising and the relationship between thought and feelings.It is now believed that feelings are

It has been known for a long time that jingles and slogans are linked to a concept called ____, that is, people find them catchy and easy to repeat.

The main objective of hard-sell messages is to

An advertiser for bubble gum attempts to generate brand preference by getting consumers to simply like the product and associate it with fun and happiness.Which type of message is the advertiser sending?

A real-life nurse discussing the benefits of a home blood-pressure kit and a real-life librarian promoting the advantages of a children's reading program are both

When compared to fear, anxiety

Which company, mentioned in the text, has for about 100 years consistently used powerful scenes filled with positive emotions to make it clear that its brand represents good memories?

Several ads for lingerie, jeans, and perfume in a sophisticated fashion magazine provide instances in which a sex-appeal message is successfully used.This occurs because the

The value of the testimonial lies in the _____ behind the presentation of a brand's attributes.

According to the text, some research has indicated that ____ is the single most common response that people have to ads.

Consumers often rely on opinions and testimonials from people they consider similar to themselves, more than on direct information or solid evidence about a product.This theory centers around the importance of a person's

Which of the following is true about fear when it is used in an advertisement?

Which type of ads that are designed to persuade the consumer are most likely to actually confuse the consumer?

Comparison ads are almost never used by , but are almost always generated by .