Chapter 10 - Creative Message Strategy

Chapter 10 – Creative Message Strategy

Complete Chapter Questions With Answers

Sample Questions Are Posted Below

TRUE/FALSE

1. The concept of message strategy refers to both objectives and methods—essentially, what you want to do, and how you want to plan it.

ANS:  T                    DIF:    Easy               REF:   p. 336             OBJ:   10-Intro

NAT:  AACSB Communication | CB&C Model Strategy              TYP:   Knowledge

2. Of all the creative message strategy objectives depicted in the text, the persuasion objective features the greatest number of related methods, including testimonial, infomercial, comparison, demonstration, and others.

ANS:  T                    DIF:    Moderate       REF:   p. 336             OBJ:   10-1

NAT:  AACSB Analytic | CB&C Model Customer                       TYP:   Comprehension

3. Advertisers have found that when a category is suggested, the very first brand remembered is often the one purchased.

ANS:  T                    DIF:    Easy               REF:   p. 337             OBJ:   10-1

NAT:  AACSB Communication | CB&C Model Strategy              TYP:   Knowledge

4. Two common methods for promoting recall are repetition and memory aids.

ANS:  T                    DIF:    Easy               REF:   p. 337             OBJ:   10-2

NAT:  AACSB Communication | CB&C Model Strategy              TYP:   Knowledge

5. “The night-time, sniffling, sneezing, coughing, aching, stuffy-head, fever, so-you-can-rest medicine” is an example of point-of purchase advertising.

ANS:  F                    DIF:    Moderate       REF:   p. 338-339      OBJ:   10-2

NAT:   AACSB Reflective Thinking | CB&C Model Customer  TYP:    Application