Chapter 10—Effective and Creative Ad Messages

Chapter 10—Effective and Creative Ad Messages

Complete Chapter Questions With Answers

Sample Questions Are Posted Below

TRUE/FALSE

1. Effective advertising takes the consumer’s view.

ANS:  T                    PTS:   1

2. Effective advertising should promise more than it can deliver.

ANS:  F                    PTS:   1

3. Creative ads share two features: originality and appropriateness.

ANS:  T                    PTS:   1

4. A value proposition is the essence of a message and the reward to the consumer for investing his or her time attending an advertisement.

ANS:  T                    PTS:   1

5. “Agency mistakes” result from the agency’s failure to identify a meaningful value proposition that distinguishes the brand from competitive offerings.

ANS:  F                    PTS:   1