Canadian Advertising in Action 10th Canadian Edition By Tuckwell - Test Bank

Canadian Advertising in Action 10th Canadian Edition By Tuckwell – Test Bank

 

Instant Download – Complete Test Bank With Answers

 

 

Sample Questions Are Posted Below

 

Chapter 5

 

1) Once the advertising objectives are clearly defined, devising the message and media strategies are the task of the

1. A) product manager
2. B) client
3. C) agency
4. D) product mix
5. E) account manager

Answer: C

Diff: 1                     Type: MC        Page Ref: 117

Skill: Recall

 

2) In the creative development process, one of the areas of client responsibility is

1. A) creative execution
2. B) production
3. C) creative concept
4. D) creative evaluation
5. E) creative strategy

Answer: D

Diff: 3                     Type: MC        Page Ref: 118

Skill: Applied

 

3) In order to ensure consistency of thought and style to campaigns that stretch over extended periods of time, this is an important component of the creative development process:

1. A) product mix
2. B) media budget
3. C) market place
4. D) teamwork
5. E) mission statement

Answer: D

Diff: 2                     Type: MC        Page Ref: 119

Skill: Recall

 

4) The document that contains vital information about the advertising task at hand is known as the creative brief. This is provided by the

1. A) marketplace
2. B) client
3. C) sales team
4. D) agency
5. E) industry

Answer: B

Diff: 1                     Type: MC        Page Ref: 120

Skill: Recall

 

5) The document that is known as the creative brief provides a framework for discussion between

1. A) the client and the agency
2. B) the agency and the consumer
3. C) the creative director and the creative team
4. D) the agency and the media
5. E) the media buyer and the client

Answer: A

Diff: 3                     Type: MC        Page Ref: 120

Skill: Recall

 

6) The market profile includes key issues on happenings in the marketplace, such as

1. A) media strengths and weaknesses
2. B) the agency creative team
3. C) size and rate of growth in the market
4. D) the creative brief
5. E) tactical considerations

Answer: C

Diff: 2                     Type: MC        Page Ref: 120

Skill: Applied

 

7) In the product profile, these are identified and ranked by priority:

1. A) client problems
2. B) geographic markets
3. C) slogans
4. D) benefits offered
5. E) major competitors

Answer: D

Diff: 2                     Type: MC        Page Ref: 120

Skill: Applied

 

8) Objectives that are focused on behavioural issues such as creating awareness are:

1. A) sales objectives
2. B) creative objectives
3. C) media objectives
4. D) advertising objectives
5. E) marketing objectives

Answer: D

Diff: 3                     Type: MC        Page Ref: 126

Skill: Applied

 

9) This area of analysis may have an impact on the tone, style and appeal techniques used in advertising.

1. A) sales
2. B) geographic
3. C) competitive
4. D) technological
5. E) product mix

Answer: C

Diff: 3                     Type: MC        Page Ref: 124

Skill: Applied

 

10) When the creative team has completed an assignment in the form of rough layouts, storyboards or scripts, it is submitted to ________ for approval.

1. A) the client
2. B) fellow designers
3. C) senior agency personnel
4. D) the general public
5. E) a focus group

Answer: C

Diff: 2                  Type: MC        Page Ref: 119

Skill: Applied

 

11) The target market profile must be supplied to the agency by the

1. A) Canadian Outdoor Measurement Bureau
2. B) Statistics Department of Canada
3. C) Audit Bureau of Circulation
4. D) media
5. E) client

Answer: E

Diff: 2                  Type: MC        Page Ref: 125

Skill: Recall

 

12) The starting point for any new advertising project is the

1. A) signed contract
2. B) market analysis
3. C) target market analysis
4. D) competitive analysis
5. E) creative brief

Answer: E

Diff: 1                  Type: MC        Page Ref: 120

Skill: Recall

 

13) The task of developing the creative concept or “big idea” belongs to the

1. A) client and creative director
2. B) media planner, account executive and copywriter
3. C) marketing manager and copywriter
4. D) copywriter alone
5. E) copywriter, art director and creative director

Answer: E

Diff: 2                  Type: MC        Page Ref: 120

Skill: Recall

 

14) The advertising agency might gain general direction by noting the client’s preference for ______________, but strategy is normally the domain of the agency.

1. A) the amount of product to be advertised
2. B) emotional or humorous appeals
3. C) the market segment to be targeted
4. D) the amount of market research required
5. E) the use of certain dayparts

Answer: B

Diff: 3                  Type: MC        Page Ref: 118

Skill: Applied

 

15) One of the key issues of the market profile include

1. A) the creative strategy
2. B) client management
3. C) current overall sales
4. D) the target audience description
5. E) the identification of major competitors

Answer: E

Diff: 2                  Type: MC        Page Ref: 120

Skill: Applied

 

16) The advertising problem or opportunity may be better described as the

1. A) unique selling point
2. B) overall goal of the campaign
3. C) product profile
4. D) creative strategy
5. E) creative execution

Answer: B

Diff: 2                  Type: MC        Page Ref: 126

Skill: Recall

 

17) To facilitate the creative thinking process, overall goals focus on issues that advertising can definitely influence, such as

1. A) media exposure
2. B) increasing sales
3. C) creating awareness and preference
4. D) product development
5. E) budget realities

Answer: C

Diff: 3                  Type: MC        Page Ref: 126

Skill: Applied

 

18) Advertising objectives focus on

1. A) behavioural issues
2. B) product issues
3. C) emotional issues
4. D) rational issues
5. E) positioning strategies

Answer: A

Diff: 2                  Type: MC        Page Ref: 126

Skill: Applied

 

19) “To achieve a brand awareness level of 60 per cent among the defined target market within 12 months of launching the product” is an example of

1. A) a sales promotion objective
2. B) a media objective
3. C) a creative objective
4. D) an advertising objective
5. E) a marketing objective

Answer: D

Diff: 2                  Type: MC        Page Ref: 129

Skill: Applied

 

20) When a product is firmly established in the market, the marketing objectives usually reflect an attempt to

1. A) use new media
2. B) create awareness
3. C) encourage product trial
4. D) differentiate user segments
5. E) convert light users into heavy users

Answer: E

Diff: 3                  Type: MC        Page Ref: 130

Skill: Applied

 

21) When Ford launched the Focus they incorporated music-themed creative for the internet. This was an effort to

1. A) attract a new, younger target
2. B) communicate promotion incentives
3. C) increase variety of use
4. D) communicate a positive corporate image
5. E) communicate a product improvement

Answer: A

Diff: 3                  Type: MC        Page Ref: 130

Skill: Applied

 

22) To stimulate trial purchase of a product, quite often an advertising campaign will include

1. A) head-to-head advertising
2. B) new media
3. C) a change to a boutique agency
4. D) an increase in point of sale
5. E) coupon incentives

Answer: E

Diff: 2                  Type: MC        Page Ref: 129

Skill: Applied

 

23) Multi-product firms such as Shell Oil may run a corporate advertising campaign as part of their

1. A) search for an advertising agency
2. B) market research
3. C) product line extension
4. D) repositioning
5. E) corporate responsibility positioning

Answer: E

Diff: 3                  Type: MC        Page Ref: 132

Skill: Applied

 

24) Frequently the tagline or slogan in the creative execution captures the essence of

1. A) the positioning strategy
2. B) the target audience
3. C) a product line extension
4. D) the competition
5. E) a character or spokesperson

Answer: A

Diff: 2                  Type: MC        Page Ref: 133

Skill: Applied

 

25) Statements that clearly indicate the information to be communicated to a target audience are referred to as

1. A) support claims statements
2. B) creative objectives
3. C) taglines
4. D) marketing objectives
5. E) positioning statements

Answer: B

Diff: 3                  Type: MC        Page Ref: 133

Skill: Recall

 

26) The key benefit statement is

1. A) the reason for using market research
2. B) the reason for a larger budget
3. C) the primary reason for buying the product over the competition
4. D) the main reason for using a particular agency
5. E) why certain media was used

Answer: C

Diff: 1                  Type: MC        Page Ref: 134

Skill: Recall

 

27) Good support claims statements provide customers with

1. A) good taste and good nutrition
2. B) celebrity endorsements
3. C) emotional appeals
4. D) proof of promise made in the key benefit statement
5. E) catchy slogans

Answer: D

Diff: 2                  Type: MC        Page Ref: 134

Skill: Applied

 

28) After confirming the message content (creative objective), the next stage in the process is to develop the

1. A) creative execution
2. B) client evaluation
3. C) media buy
4. D) creative strategy
5. E) research plan

Answer: D

Diff: 2                  Type: MC        Page Ref: 136

Skill: Recall

 

29) One of the dangers of using humorous appeals is that

1. A) the humour gets more attention than the product
2. B) the client dislikes clever campaigns
3. C) high frequency of exposure is required for effectiveness
4. D) competitors do not use humour
5. E) benefits are presented in a light-hearted manner

Answer: A

Diff: 2                  Type: MC        Page Ref: 139

Skill: Applied

 

30) Comparative campaigns are often undertaken by

1. A) market leaders
2. B) brands with younger target audiences
3. C) a challenger brand
4. D) well-known brands
5. E) brands where lifestyle is a determining purchase factor

Answer: C

Diff: 3                  Type: MC        Page Ref: 138

Skill: Applied

 

31) The key to success in a campaign that relies on lifestyle-appeal techniques is

1. A) differentiation of one brand from another
2. B) association an individual can make with the advertised lifestyle
3. C) a straightforward, no-nonsense message
4. D) use of humour and sex appeal
5. E) product superiority

Answer: B

Diff: 2                  Type: MC        Page Ref: 140

Skill: Applied

 

32) For negative appeals, such as insurance companies showing disasters homeowners could encounter, the product promise and benefits are based on an experience the potential buyer can

1. A) increase
2. B) replace with a substitute
3. C) avoid
4. D) use
5. E) buy

Answer: C

Diff: 2                  Type: MC        Page Ref: 137

Skill: Applied

 

33) For factual appeals, the promise and benefits of the product are presented

1. A) in a positive way
2. B) in a negative way
3. C) with the use of humour
4. D) with the use of fear
5. E) in a straightforward manner

Answer: E

Diff: 1                  Type: MC        Page Ref: 138

Skill: Recall

 

34) When comparative appeal techniques are used, the product is presented through

1. A) testimonials
2. B) a torture test
3. C) comparison with another leading brand
4. D) TV advertising only
5. E) comparing consumer lifestyles

Answer: C

Diff: 2                  Type: MC        Page Ref: 138

Skill: Applied

 

35) Advertisements using a lifestyle appeal are based on

1. A) psychographic data
2. B) geographic data
3. C) family income
4. D) data on visible minorities
5. E) demographic data

Answer: A

Diff: 2                  Type: MC        Page Ref: 140

Skill: Recall

 

36) Once the strategy has been developed, the creative team must decide how to best present the product so that the message has the maximum impact on the target market. Creative execution deals with production and

1. A) demographics
2. B) size of budget
3. C) tactical considerations
4. D) new target markets
5. E) market research

Answer: C

Diff: 2                  Type: MC        Page Ref: 142

Skill: Applied

 

37) Production considerations are addressed in which stage of the creative development process?

1. A) creative execution
2. B) creative brief
3. C) positioning strategy
4. D) creative objectives
5. E) creative evaluation

Answer: A

Diff: 1                  Type: MC        Page Ref: 142

Skill: Recall

 

38) In a testimonial advertisement, the message and the product are usually presented by

1. A) cartoon characters
2. B) a celebrity
3. C) actors
4. D) professional models
5. E) a typical real-world user

Answer: E

Diff: 2                  Type: MC        Page Ref: 142

Skill: Recall

 

39) Endorsements of a product or service is presented by an organization or

1. A) pets
2. B) models
3. C) an average person, off the street
4. D) a demonstration
5. E) a celebrity

Answer: E

Diff: 2                  Type: MC        Page Ref: 143

Skill: Applied

 

40) Product categories where the use of sexual appeals is popular and appropriate include

1. A) travel and tourism
2. B) household cleaners
3. C) soft drinks
4. D) footwear
5. E) alcoholic beverages

Answer: E

Diff: 3                  Type: MC        Page Ref: 139

Skill: Recall

 

41) A potential danger of using celebrity endorsements is the celebrity is

1. A) not credible
2. B) underexposed
3. C) receiving bad press
4. D) overexposed
5. E) the product is the hero

Answer: D

Diff: 2                  Type: MC        Page Ref: 143

Skill: Applied

 

42) Product demonstrations are used in advertisements when a company wants to

1. A) use testimonials to support a product
2. B) expose a competitor’s product
3. C) focus on product performance
4. D) use a negative appeal
5. E) promote multiple sales

Answer: C

Diff: 3                  Type: MC        Page Ref: 144

Skill: Recall

 

43) “Before and after” scenarios are examples of this presentation tactic:

1. A) endorsement
2. B) torture test
3. C) testimonial
4. D) product as hero
5. E) product demonstration

Answer: E

Diff: 1                  Type: MC        Page Ref: 144

Skill: Applied

 

44) Pickup trucks like the Dodge Ram often use this tactic in their advertising:

1. A) endorsement
2. B) testimonial
3. C) a comparative appeal
4. D) a lifestyle appeal
5. E) exaggerated product demonstration

Answer: E

Diff: 2                  Type: MC        Page Ref: 145

Skill: Applied

 

45) Creative research is the process of measuring the effect of an advertising message on

1. A) senior management of the client
2. B) the target market
3. C) a new client
4. D) the internet
5. E) social media

Answer: B

Diff: 1                  Type: MC        Page Ref: 147

Skill: Recall

 

46) Pre-testing is the process by which an advertisement, commercial, or campaign is evaluated before

1. A) product launch
2. B) any market research
3. C) budget allocation
4. D) storyboard selection
5. E) media placement

Answer: E

Diff: 2                  Type: MC        Page Ref: 147

Skill:  Applied

 

47) In recognition tests, respondents are asked if

1. A) they have changed the product they use
2. B) they can identify a brand name
3. C) they can recognize a logo
4. D) they have bought a specific product recently
5. E) they can recall an advertisement for a specific product

Answer: E

Diff: 2                  Type: MC        Page Ref: 148

Skill: Applied

 

48) A Starch readership test is a post-test recognition procedure applied to both newspaper and magazine advertisements. The objective is to

1. A) measure how many readers have seen the ad
2. B) measure the cost of a specific media
3. C) assess the ads of the competition
4. D) directly measure the appeal of the creative
5. E) increase subscribers

Answer: A

Diff2                     Type: MC        Page Ref: 148

Skill: Applied

 

 

 

49) Day-after recall testing is used by the broadcast media, in particular television. The objective is to

1. A) find out which media the consumer used in the last 24 hours
2. B) find out what products the consumer purchased recently
3. C) determine the exposure and recall of particular commercials
4. D) measure the creative content for the agency
5. E) measure the reach of the media

Answer: C

Diff: 2                  Type: MC        Page Ref: 148

Skill: Applied

 

50) Opinion-measure testing exposes an audience to

1. A) a test commercial
2. B) a pilot program
3. C) a postal questionnaire
4. D) a mall survey
5. E) a new product

Answer: A

Diff: 2                  Type: MC        Page Ref: 149

Skill: Recall

 

51) An eye movement camera test measures how a consumer

1. A) buys a newspaper or magazine
2. B) reads a book
3. C) watches television
4. D) reads and at what level
5. E) scans the various components of an advertisement

Answer: E

Diff: 2                  Type: MC        Page Ref: 149

Skill: Recall

 

52) Another form of advertising research is the split-run test, usually in print media. This is when

1. A) opinion measure testing is carried out
2. B) two competitors advertise at the same time
3. C) two different ads are run with the same coupon
4. D) different forms of media are used
5. E) different products are advertised at the same time

Answer: C

Diff:2                    Type: MC        Page Ref: 149

Skill: Recall

 

 

 

 

53) This team plays a dominant role in the development of the creative strategy.

1. A) media planning
2. B) senior management
3. C) market research
4. D) brand management
5. E) agency’s creative team

Answer: E

Diff: 1                  Type: MC        Page Ref: 136

Skill: Recall

 

54) Attempting to accomplish too many goals at one time in an advertising campaign will only

1. A) increase the amount of pre-planning research required
2. B) create the need for a larger media budget
3. C) increase the production costs
4. D) impact the working relationship with the agency
5. E) create confusion in the customer’s mind

Answer: E

Diff: 2                  Type: MC        Page Ref: 126

Skill: Recall

 

55)    Wheaties cereal tagline, “Breakfast of Champions” is an example of how a good advertising tagline

1. A) enhances the client relationship
2. B) provides more in-depth market research
3. C) reduces media expenditures
4. D) can outlast numerous advertising campaigns
5. E) enhances product development

Answer: D

Diff: 3                  Type: MC        Page Ref:  121

Skill: Applied

 

56) The Pillsbury Doughboy is an example of how a character may be so closely associated with a product that

1. A) only a humorous appeal can be used
2. B) creative research is no longer needed
3. C) fewer creative executions are required
4. D) support-claims statements are unnecessary
5. E) his presence is expected in the advertising

Answer: E

Diff: 3                  Type: MC        Page Ref: 124

Skill: Applied

 

 

 

 

57) A brand’s reputation can also influence

1. A) the production quality
2. B) the tone and style
3. C) the layout
4. D) the visuals
5. E) the message

Answer: E

Diff: 3                  Type: MC        Page Ref: 121

Skill: Applied

 

58 Brand names like McDonald’s that have a closely associated slogan (i.e. “I’m lovin’ it”) have

1. A) higher recall
2. B) stronger executions
3. C) higher prestige
4. D) prominent placement in media
5. E) larger advertising budgets

Answer: A

Diff: 3                  Type: MC        Page Ref: 121

Skill: Applied

 

59) Wal Mart uses this production consideration in their ads when they feature a diversity of ethnic people making the point that Wal Mart offers the value their families need:

1. A) endorsements
2. B) product comparisons
3. C) product-as-hero
4. D) testimonials
5. E) demonstration

Answer: D

Diff: 3                  Type: MC        Page Ref: 143

Skill: Applied

 

60) In order for the audience to remember the name of the product in a television commercial, there must be sufficient

1. A) brand registration
2. B) production quality
3. C) product comparison
4. D) brand endorsement
5. E) brand demonstration

Answer: A

Diff: 3                  Type: MC        Page Ref: 147

Skill: Applied

 

61) Through consultation with the agency’s creative team, the client will play a dominant role in the development of creative-strategy statements.

1. A) True
2. B) False

Answer: False

Diff: 2                  Type: TF         Page Ref: 118Skill: Recall

 

62) Advertising agencies commonly have copywriters and art directors work together as a creative team.

1. A) True
2. B) False

Answer: True

Diff: 1                  Type: TF         Page Ref: 119

Skill: Recall

 

63) The creative team develops the creative concept or central theme/idea; this is referred to as the media plan.

1. A) True
2. B) False

Answer: False

Diff: 2                  Type: TF         Page Ref: 120

Skill: Applied

 

64) The client compiles a document containing vital information about the advertising task at hand. This is often referred to as the mission statement.

1. A) True
2. B) False

Answer: False

Diff: 2                  Type: TF         Page Ref: 120

Skill: Applied

 

65) One of the key issues addressed in the market profile is identification of major competitors and their market shares.

1. A) True
2. B) False

Answer: True

Diff: 2                  Type: TF         Page Ref: 120

Skill: Recall

 

66) Within the creative brief, the product profile will include an analysis of the media budget.

1. A) True
2. B) False

Answer: False

Diff: 2                  Type: TF         Page Ref: 120

Skill: Applied

 

67) The agency must supply the client with a complete profile of the target market.

1. A) True
2. B) False

Answer: False

Diff: 2                  Type: TF         Page Ref: 118

Skill: Applied

 

68) Tony the Tiger is so closely associated with Kellogg’s Frosted Flakes that the audience expects his presence in the advertising.

1. A) True
2. B) False

Answer: True

Diff: 2                  Type: TF         Page Ref: 124

Skill: Applied

 

69) The creative strategy is a statement of how the message is to be communicated to the media.

1. A) True
2. B) False

Answer: False

Diff: 2                  Type: TF         Page Ref: 136

Skill: Applied

 

70) “To attract a new target market” is an example of a communications goal.

1. A) True
2. B) False

Answer: True

Diff: 2                  Type: TF         Page Ref: 126

Skill: Applied

 

71) Since the client’s money is on the line, the client has every right to apply qualitative and quantitative research assessments at any stage of creative execution.

1. A) True
2. B) False

Answer: True

Diff: 2                  Type: TF         Page Ref: 118

Skill: Applied

 

72) Once the primary benefit the brand offers is identified, it should become the focal point of the advertising message.

1. A) True
2. B) False

Answer: True

Diff: 2                  Type: TF         Page Ref: 120

Skill: Applied

 

73) The Burger King campaign that focused on the Whopper hamburger was focusing on the brand’s strength.

1. A) True
2. B) False

Answer: True

Diff: 2                  Type: TF         Page Ref: 120

Skill: Applied

 

74) The creative team need not concern itself with what competitor brands are saying and how they are saying it.

1. A) True
2. B) False

Answer: False

Diff: 2                  Type: TF         Page Ref: 124

Skill: Applied

 

75) Typically, advertising campaigns are designed to resolve a specific problem or pursue an opportunity.

1. A) True
2. B) False

Answer: True

Diff: 1                  Type: TF         Page Ref: 126

Skill: Recall

 

76) Advertising objectives usually focus on product issues and are expressed in qualitative terms whenever possible.

1. A) True
2. B) False

Answer: False

Diff: 3                  Type: TF         Page Ref: 126

Skill: Recall

 

77) No matter how good a tagline is, it would never outlast an advertising campaign.

1. A) True
2. B) False

Answer: False

Diff: 2                  Type: TF         Page Ref: 123

Skill: Applied

 

78) The objective of Visa Canada’s campaign with the tagline “Do you smallenfreuden? was to get cardholders to use their cards more often.

1. A) True
2. B) False

Answer: True

Diff: 3                  Type: TF         Page Ref: 130

Skill: Applied

 

79) Shell Oil’s campaign about sustainable development offers an example of how making the public aware of their actions improves people’s perception of Shell as a corporation.

1. A) True
2. B) False

Answer: True

Diff: 2                  Type: TF         Page Ref: 132

Skill: Applied

 

80) For positive appeals, the product promise and benefits presented are based on an experience the potential buyer can avoid by purchasing the advertised product or service.

1. A) True
2. B) False

Answer: False

Diff: 2                  Type: TF         Page Ref: 137

Skill: Recall

 

81) A support-claims statement provides proof of promise based on criteria such as technical performance or consumer preference data.

1. A) True
2. B) False

Answer: True

Diff: 2                  Type: TF         Page Ref: 134

Skill: Recall

 

82) Very often the use of fear and anger are associated with positive appeals.

1. A) True
2. B) False

Answer: False

Diff: 1                  Type: TF         Page Ref: 137

Skill: Applied

 

83) An endorsement advertisement essentially amounts to a typical user of the product explaining how they have enjoyed the product in their everyday lives.

1. A) True
2. B) False

Answer: False

Diff: 2                  Type: TF         Page Ref: 143

Skill: Applied

 

84) Many advertisers worry that a humorous campaign will suffer from premature wear-out after a few exposures: when the humour is familiar, it is no longer funny.

1. A) True
2. B) False

Answer: True

Diff: 3                  Type: TF         Page Ref: 139

Skill: Applied

 

85)   The Starch readership test evaluates a viewer’s reaction to a new television commercial.

1. A) True
2. B) False

Answer: False

Diff: 1                  Type: TF         Page Ref: 148

Skill: Applied

 

86) Describe the client’s role in the creative development process.

Answer:

Early in the process, the client must provide enough market, competitor, customer and product information so that the agency understands the situation clearly. The client also plays a role in developing a list of creative objectives. The creative objectives identify the key benefits that are to be communicated to the target market. The last area of client responsibility is its involvement in the creative evaluation process.

Diff: 2                  Type: ES         Page Ref: 118

Skill:  Applied

 

87) What is the purpose of the creative brief?

Answer:

The creative brief is a document developed by the client that contains vital information about the advertising task at hand. The information contained in the brief is presented and discussed with the agency personnel so that copywriters and art directors fully understand the nature of the assignment. The brief is a discussion document that gets everybody thinking about the best approach for the advertising campaign.

Diff: 2                  Type: ES         Page Ref: 120

Skill: Applied

 

88) How might a brand’s existing reputation influence the advertising message?

Answer:

While creative direction often changes with time, quite often an important element from previous campaigns is retained in a new campaign. Such an element may have contributed positively to the image of the brand. For example, a good slogan may outlast numerous advertising campaigns because it is closely associated with the brand name and has high recall with consumers. Also, a character or spokesperson may be so closely associated with a product that their presence is expected in advertising. Elements such as these have longevity, and therefore must be considered when new creative direction is contemplated.

Diff: 3                  Type: ES         Page Ref: 123

Skill: Applied

 

89) Provide an example of how an advertiser could use factual appeals in its advertising to communicate a product improvement.

Answer:

In a factual appeal technique, the promise and benefit of a product are presented in a straightforward manner. Benefits are presented in a factual way and visuals state the obvious. This technique works well with products that appeal to rational buying motives. Crest 3D White toothpaste uses this technique.  Their print ad clearly states that using Crest and Oral-B together will give the user a whiter smile in 1 day. The young lady in the visual has a white smile.

Diff: 2                  Type: ES         Page Ref: 138

Skill: Applied

 

90) How can competitive analysis serve as a guideline for creative direction?

Answer:

A discussion of competitive creative strategies provides a more complete perspective on what is happening in the marketplace. The creative team should know what competitive brands are saying and how they are saying it. The direction an advertiser takes may be similar to, or totally different from, that of the competition. Competitive analysis may also have an impact on the tone, style and appeal techniques used. If one brand uses a particular style or appeal, it may not be in the best interests of a competing brand to use the same style, since the brands would not be clearly differentiated.

Diff: 3                  Type: ES         Page Ref: 124

Skill: Applied

 

91) Why is it important that the client provide the agency with a complete profile of the target market?

Answer:

The better the knowledge of the target market, the easier the task of developing advertising messages. If adequate resources are allocated to consumer research (identify and understand the motivations behind consumers’ purchases), the results can be used to develop convincing messages. The ability to associate product benefits with buying motivation or to present a product in a manner suited to a certain lifestyle is part of developing creative objective statements and creative strategy statements.

Diff: 2                  Type: ES         Page Ref: 125

Skill: Applied

 

92) Discuss why companies sometimes develop advertising designed to build and improve their corporate reputations with the public. Provide an example.

Answer:

In addition to advertising specific products, multi-product firms may run a corporate advertising campaign.  The corporate campaign is part of the company’s “corporate responsibility” positioning. Shell Oil, for example, ran an ad campaign about sustainable development. Making the public aware of their actions improves how people perceive Shell as a corporation.

Diff: 2                  Type: ES         Page Ref: 132

Skill: Applied

 

93) During the introductory and early growth stages of a product’s life cycle, it can be challenging to convince people to try the product out for the first time. How is advertising sometimes used to encourage trial purchase?

Answer:

During the introduction and growth stages of the product life cycle, achieving high levels of product awareness and trial purchase are key objectives.  Sometimes incentives have to be offered to give consumers an extra nudge to buy. If that is the case, the ads will carry a coupon, rebate offer or some other incentive. Incentives help reduce the risk of purchasing for the first time.

Diff: 2                  Type: ES         Page Ref: 129

Skill: Applied

 

94) How can agency creative people incorporate positioning into the creative process?

Answer:

Positioning refers to the selling concept that motivates purchase of a particular brand. It involves instilling the brand image in the customer’s mind. Agency creative people refer to the positioning statement when they are trying to discover the creative concept—that big idea for communicating the message effectively. The positioning statement influences the content of creative objective statements and creative strategy statements.

Diff: 2                  Type: ES         Page Ref: 133

Skill: Applied

 

95) What role does the support claims statement play as an element in the creative objective?

Answer:

The support claims statement describes the principal characteristics of the product or service that substantiate the promise made in the key benefit statement. It provides proof of promise based on criteria such as technical performance data or consumer preference data generated from marketing research.

Diff: 2                  Type: ES         Page Ref: 134

Skill: Applied

 

96) How does a factual appeal differ from a negative appeal?

Answer:

In a factual appeal, the promise and benefits are presented in a straightforward, factual way. The message appeals to the rational buying motives of consumers, employing a direct, here’s-what-the-product-does approach. A factual appeal approach is frequently used for proprietary medicines, such as cough and cold remedies. With negative appeals, the product promise and benefits are presented based on an experience the buyer can avoid by purchasing the advertised product or service. Very often the use of fear and anger are associated with negative appeals.

Diff: 2                  Type: ES         Page Ref: 137, 138

Skill: Applied

 

97) How are tactical considerations different from creative strategies?

Answer:

Tactical considerations are addressed in the creative execution stage of the creative development process. At this stage, the agency’s creative team evaluates specific ideas on presenting the client’s product or service. These tactics are simply more precisely defined creative strategies. They undertake to answer what the best or most convincing way is to present a product so that the consumer will be motivated to take the desired action. The decision as to whether or not the advertisement should use a demonstration, a product comparison, a testimonial or a celebrity spokesperson falls under tactical considerations.

Diff: 2                  Type: ES         Page Ref: 143

Skill: Applied

 

98) When evaluating creative, why should a client be concerned about whether or not the advertising message is presented in good taste?

Answer:

The client must be concerned about the actual message and the implied message since they are ultimately responsible for the truthfulness of the message. Consumers may lodge complaints about ads they find offensive or that encourage risky behaviour. Legal counsel often has the final say regarding message content.

Diff: 2                  Type: ES         Page Ref: 147

Skill: Applied

 

99) Explain the advantages and disadvantages of opinion-measure testing.

Answer:

Opinion-measure testing exposes an audience to test commercial messages in the context of special television programs. Advantages of this testing method are that it can measure audience awareness based on brand-name recall, measure the extent to which the main message is communicated, and measure the effect of the commercial on purchase motivation. A potential weakness is that the testing is done in an artificial environment.

Diff: 2                  Type: ES         Page Ref: 149

Skill: Applied

 

100) What research method is commonly used in broadcast media, particularly television, to assess impact of a message on a target audience?

Answer:

In broadcast media, especially television, day-after recall (DAR) testing is conducted the day after an audience has been exposed to a commercial message for the first time. Randomly selected respondents are surveyed by telephone and asked about the primary selling message, likes and dislikes about the ad, areas of disbelief or confusion, and purchase motivation.  DAR is a form of recognition and recall testing.

Diff: 3                  Type: ES         Page Ref: 148

Skill: Applied

 

101) How are emotional appeals used in advertising? Provide an example.

Answer:

Advertisers who use emotional appeals successfully do so by arousing the feelings of the audience or by showing the psychological satisfaction that can be gained by using the product. For example, Tim Hortons’ ”Welcome to Canada” campaign uses visual imagery to make an emotional connection between their customers and the company. Campaigns that promote awareness of social causes also use emotional appeals. Seeing a distraught man sitting on a curb in the dead of night after a drinking and driving accident, or hearing a young boy talk about the good times he had with his father who died of lung cancer, does tug at the heartstrings of viewers. Emotional advertising has impact!

Diff: 3                  Type: ES         Page Ref: 139

Skill: Applied

 

102) Describe the type of creative appeal used in the Porsche “Rules the bends” campaign.

Answer:

In the luxury segment, the need to experience recognition and status is portrayed by showing a young business executive behind the wheel of a luxury automobile. Images like these speak louder than words.

Porsche, for example, connects with an upscale professional target seeking adventure. The image and supporting body copy in the advertisement certainly appeal to those looking for a driving thrill.

Diff: 2                  Type: ES         Page Ref: 141

Skill: Applied

 

103) What role does a slogan play in a brand’s positioning strategy? Provide an example.

Answer:

Positioning refers to the selling concept or message that motivates purchase. It involves the message or image of the brand to be instilled in the customer’s mind. The positioning statement influences the content of creative objective and strategy statements. The tagline or slogan portrays or summarizes the positioning strategy. It plays a key role by ingraining the essence of the positioning strategy in the customer’s mind. Consider the following examples:

– Nike:  “Just Do It” is an inspirational strategy to encourage people to participate or compete in sports to the best of their ability

– Tim Hortons: “Always Fresh”  is an obvious promise that drives the company’s success

– Subway: “Think fresh. Eat fresh” is a promise of offering healthy, fast food for contemporary lifestyles.

Diff: 2                  Type: ES         Page Ref: 133

Skill: Applied

104) In what situation does advertising temporarily depart from communicating unique selling points to focus on the brand name and promotion?

Answer:

The stage of the life cycle a product is in and the competitive environment of the marketplace often influence advertising objectives. At the introduction and growth stages, emphasis is on awareness and preference so the message deals with unique selling points. Here the goal is to differentiate one brand from another. In the mature stage, the message shifts to increasing frequency of use, expanding the variety of uses, or attracting new users to the product. To accomplish these goals, often an entire campaign can revolve around a special offer from a manufacturer. Consumers today are looking for better value in the products and services they purchase and advertising that communicates promotion incentives, such as contests, premium offers, rebate offers and loyalty programs, provide consumers with an additional incentive to buy. For example, the automobile industry frequently switches from image-oriented brand advertising to promote rebates, low financing and special option packages as a means of stimulating sales.

Diff: 3                  Type: ES         Page Ref: 127

Skill: Applied

 

105) How does having a complete profile of the target market assist the agency in the development of the creative strategy?

Answer:

A complete target market profile includes all relevant demographic, psychographic and geographic information. The better the knowledge of the target market, the easier the task of developing advertising messages. If adequate resources are allocated to the collection of research information—to identifying and understanding the motivations behind consumers’ purchases—such information can be used to develop convincing messages. The ability to associate product benefits with buying motives or to present a product in a manner suited to a certain lifestyle is part of developing creative objectives and creative strategy statements.

Diff: 3                  Type: ES         Page Ref: 125

Skill: Applied

 

106) Summarize the key elements of creative planning.

Answer:

The marketing background is provided by the client to the agency.  Analysis of the marketing background allows identification of a problem or an opportunity to be resolved by advertising. This is the overall goal of the campaign. Advertising objectives are generated based on problem identification. They are behaviour oriented and quantifiable.  From the advertising objectives, creative objectives (which are content oriented), creative strategy (which guide the way to communicate the message) and creative execution (the tactical and production considerations) are developed.  Finally, creative evaluation and research of the advertising is undertaken.

Diff: 3                  Type: ES         Page Ref: 146

Skill: Recall

 

107) Describe the criteria clients using the managerial approach for evaluating creative may apply.

Answer:

All or some of the following criteria may be applied:

1. In terms of content, does the ad communicate the creative objectives and reflect the positioning strategy?
2. Does the presentation (strategy and execution) mislead or misrepresent the intent of the message? Is it presented in good taste?
3. Is the ad memorable?
4. Is the brand recognition effective?
5. Should the advertisement be researched?

Diff: 2                  Type: ES         Page Ref: 147

Skill: Applied

 

108) Explain the factual-appeal technique.

Answer:

In factual appeals, the promise and benefits are presented in a straightforward manner. Benefits are presented in a factual way and visuals are employed usually to state the obvious. Products such as medicinal products that appeal to rational buying motives tend to employ a “here’s what the product does” approach. For example, A535 Rub relieves the tension of aching muscles.

Diff: 2                  Type: ES         Page Ref: 138

Skill: Applied

 

109) Explain why production requirements are often determined by the media budget.

Answer:

The media budget can restrict which media to use.  In turn the media that can be used in the campaign will determine production requirements. For example, if television is being used,  the desired commercial length will affect production.  How many commercials will be needed?  Can the same message be used online and in broadcast media? If print is used, size specifications affect production. Are there any restrictions on use of colour?

Diff: 2                  Type: ES         Page Ref: 143

Skill: Applied

 

110) What insights are gathered during pre-testing? How do these differ from insights gathered during post-testing?

Answer:

Pre-testing allows a campaign to be evaluated before final production or media placement so that the strengths and weaknesses of the strategy and execution can be determined. Post-testing is the process of evaluating and measuring the effectiveness of an advertisement, commercial or campaign during or after it has run. Post-testing provides information that can be used in future advertising planning.

Diff: 2                  Type: ES         Page Ref: 147

Skill: Applied