Chapter 11 - Message Strategy

Chapter 11 – Message Strategy

Complete Chapter Questions With Answers

Sample Questions Are Posted Below

TRUE/FALSE

1. All advertising message strategies fall into one of 6 basic categories.

ANS:  F                    DIF:    Easy               REF:   p. 340             OBJ:   11-1

TYP:   Knowledge

2. If an advertisement meets its brand recall objective with a consumer, the consumer will most likely purchase the product.

ANS:  F                    DIF:    Moderate       REF:   p. 341-342      OBJ:   11-1

TYP:   Comprehension

3. The unique selling proposition (USP) style of advertising is a method associated with the objective of linking a key attribute to the brand name.

ANS:  T                    DIF:    Moderate       REF:   p. 344             OBJ:   11-1

TYP:   Comprehension

4. When advertisers hope that consumers will transfer positive feelings for an advertisement to positive feelings for a brand, they use “feel good” advertising.

ANS:  T                    DIF:    Moderate       REF:   p. 351             OBJ:   11-2

TYP:   Comprehension

5. Sometimes feel good ads try to get the consumer not to think about certain things.

ANS:  T                    DIF:    Moderate       REF:   p. 352             OBJ:   11-2

TYP:   Comprehension