Integrated Marketing Communications 4th Edition By Chitty - Test Bank

Integrated Marketing Communications 4th Edition By Chitty – Test Bank

 

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Chapter 6 – Planning and implementation

TRUE/FALSE

1. Attributes are what consumers hope to receive or avoid when consuming products.

ANS: F         PTS: 1        DIF: Moderate     TOP: Means–end chaining and laddering

2. An attribute for a brand of automobiles might be engine performance.

ANS: T         PTS: 1        DIF: Easy            TOP: Means–end chaining and laddering

3. Account managers are involved in tactical decision making and day-to-day contact with brand managers and other client personnel.

ANS: T         PTS: 1        DIF: Moderate     TOP: Advertising agency organisation

4. The generic strategy is most appropriate for a company that dominates a product category.

ANS: T         PTS: 1        DIF: Easy            TOP: Generic strategy

5. In-house advertising operations are usually profitable because a company has control.

ANS: F         PTS: 1        DIF: Moderate     TOP: The role of the advertising agency

6. An advertiser employs a generic strategy when it makes a claim that could be made by any company that markets a brand in that product category.

ANS: F         PTS: 1        DIF: Moderate     TOP: Generic strategy

7. Corporate image advertising involves a company taking a position on a controversial social issue of public importance ‘in hopes of swaying public opinion’.

ANS: F         PTS: 1        DIF: Moderate     TOP: Corporate issue (advocacy) advertising

8. Emotional advertising works well for ice-cream.

ANS: T         PTS: 1        DIF: Moderate     TOP: Emotional strategy

9. The generic strategy consists of an advertiser making a superiority claim based on a unique product attribute that represents a meaningful and distinctive consumer benefit.

ANS: F         PTS: 1        DIF: Moderate     TOP: Generic strategy

10. Two distinct forms of corporate advertising are image and product advertising.

ANS: F         PTS: 1        DIF: Moderate     TOP: Corporate issue (advocacy) advertising

11. The resonance strategy structures an advertising campaign to pattern the prevailing lifestyle orientation of the intended market segment.

ANS: T         PTS: 1        DIF: Moderate     TOP: Resonance strategy

12. A pre-emptive strategy is employed when an advertiser makes a generic-type claim but does so with an assertion of superiority.

ANS: T         PTS: 1        DIF: Moderate     TOP: Pre-emptive strategy

13. The brand image strategy attempts to develop an image or identity for a brand by associating the product with symbols.

ANS: T         PTS: 1        DIF: Moderate     TOP: Brand image strategy

14. Some full-service advertising agencies can provide some research services to some special clients.

ANS: F         PTS: 1        DIF: Moderate     TOP: Advertising agency organisation

15. Consequences are what consumers hope to receive (benefits) or avoid (detriments) when consuming brands.

ANS: T         PTS: 1        DIF: Moderate     TOP: Means–end chaining and laddering

16. When a meaningful superiority claim is made using the pre-emptive strategy, it effectively precludes competitors from saying the same thing.

ANS: T         PTS: 1        DIF: Easy            TOP: Pre-emptive strategy

17. Values represent those long-term beliefs people hold regarding what is important in life.

ANS: T         PTS: 1        DIF: Easy            TOP: Means–end chaining and laddering

18. According to the MECCAS model, the value orientation represents the product value level on which the advertising strategy focuses and can be thought of as the driving force behind the advertising execution.

ANS: F         PTS: 1        DIF: Moderate     TOP: Means–end chaining and laddering

19. Many advertisers actually employ a combination of the different advertising options rather than using one of them exclusively.

ANS: T         PTS: 1        DIF: Difficult      TOP: The role of the advertising agency

20. The most important characteristic of a celebrity endorser is their personality.

ANS: F         PTS: 1        DIF: Difficult      TOP: Endorser attributes: the TEARS model

21. Humour enhances source comprehension.

ANS: F         PTS: 1        DIF: Moderate     TOP: The role of humour in advertising

22. Brand image strategy is based on promoting physical and functional differences between the advertiser’s brand and competitive offerings.

ANS: F         PTS: 1        DIF: Moderate     TOP: Brand image strategy

23. Laddering involves short, one-on-one interviews that typically last 5–10 minutes.

ANS: F         PTS: 1        DIF: Difficult      TOP: Determining means–end chains: the method of laddering

24. The MECCAS model provides a procedure for applying the concept of means–end chains to the creation of advertising messages.

ANS: T         PTS: 1        DIF: Easy            TOP: Advertising applications of means–end chains: The MECCAS model

25. It is easier to define effective advertising from an input perspective rather than an output perspective.

ANS: F         PTS: 1        DIF: Difficult      TOP: Creating effective advertising

26. Two types of negative advertising appeals are fear appeals and guilt appeals.

ANS: T         PTS: 1        DIF: Moderate     TOP: The use of appeals to consumer guilt

27. Trustworthiness is an important attribute of a product endorser.

ANS: T         PTS: 1        DIF: Moderate     TOP: Endorser attributes: the TEARS model

28. Humour is an effective method for attracting attention to advertisements.

ANS: T         PTS: 1        DIF: Easy            TOP: The role of humour in advertising

29. Sex plays several potential roles in advertising.

ANS: T         PTS: 1        DIF: Moderate     TOP: What role does sex play in advertising?

30. The use of humour in advertisements will always harm comprehension.

ANS: F         PTS: 1        DIF: Moderate     TOP: The role of humour in advertising

31. The underlying logic of fear appeals is that they will stimulate audience involvement with a message and thereby promote acceptance of the message arguments.

ANS: T         PTS: 1        DIF: Moderate     TOP: Fear-appeal logic

32. Currently, advertising agency compensation comes in the form of commissions.

ANS: F         PTS: 1        DIF: Easy            TOP: Agency compensation

33. According to classical conditioning theory, when music is used in advertising, it is the unconditioned stimulus.

ANS: T         PTS: 1        DIF: Moderate     TOP: The functions of music in advertising

34. The sole purpose of music in an advertisement is to attract attention.

ANS: F         PTS: 1        DIF: Easy            TOP: The functions of music in advertising

35. Research provides some evidence to suggest that the more an audience experiences fear from an advertised threat, the more likely it is that they will avoid the product.

ANS: F         PTS: 1        DIF: Difficult      TOP: Appropriate intensity

36. Product categories such as mouthwashes, deodorants and toothpastes commonly use fear appeals in their advertising.

ANS: T         PTS: 1        DIF: Moderate     TOP: Fear-appeal logic

37. Laddering is a marketing research technique that has been developed to identify links between quality and price.

ANS: F         PTS: 1        DIF: Difficult      TOP: Determining means–end chains: the method of laddering

38. Advertising is considered to be effective if it creates attention.

ANS: F         PTS: 1        DIF: Easy            TOP: Creating effective advertising

39. According to classical conditioning theory, when music is used in advertising, it is the conditioned stimulus.

ANS: F         PTS: 1        DIF: Moderate     TOP: The functions of music in advertising

40. A strategy statement gives copywriters an understanding of how their creative work must fit into the overall marketing strategy.

ANS: T         PTS: 1        DIF: Difficult      TOP: Constructing a creative brief

41. In a study where advertisers were trying to pick music for a new ballpoint pen ad, over half of the subjects in the study selected the pen after listening to music from the movie Grease.

ANS: T         PTS: 1        DIF: Difficult      TOP: The functions of music in advertising

42. Comparative advertising is rarely effective for promoting brands that possess distinct relative advantages

ANS: F         PTS: 1        DIF: Moderate     TOP: Considerations dictating the use of comparative advertising

43. Advertising practitioners and scholars believe that music can communicate meanings about products.

ANS: T         PTS: 1        DIF: Moderate     TOP: The functions of music in advertising

44. Full-service advertising agencies perform research, provide creative services, conduct media planning and buying, and undertake a variety of client services.

ANS: T         PTS: 1        DIF: Moderate     TOP: The role of the advertising agency

45. In a study where advertisers were trying to pick music for a new ballpoint pen ad, over half of the subjects in the study selected the pen after listening to Asian Indian music.

ANS: F         PTS: 1        DIF: Difficult      TOP: The functions of music in advertising

46. Advertising is effective if it accomplishes the advertiser’s objectives.

ANS: T         PTS: 1        DIF: Easy            TOP: Creating effective advertising

47. There are many viewpoints as to what constitutes effective advertising.

ANS: T         PTS: 1        DIF: Moderate     TOP: Creating effective advertising

48. A positioning statement is also referred to as the single-minded proposition

ANS: T         PTS: 1        DIF: Easy            TOP: Constructing a creative brief

49. The nature of advertising and the creative processes that are the basis of message development and execution provide many ways to select the media.

ANS: F         PTS: 1        DIF: Difficult      TOP: Styles of creative advertising

50. The only reason USP advertising is not used more often is because brands in most product categories are more homogeneous.

ANS: T         PTS: 1        DIF: Moderate     TOP: Unique selling proposition strategy

51. By using the USP strategy, an advertiser makes a claim based on the size of its niche market.

ANS: F         PTS: 1        DIF: Easy            TOP: Unique selling proposition strategy

52. Incongruity exists when the meaning of an advertisement is not immediately clear.

ANS: T         PTS: 1        DIF: Difficult      TOP: The role of humour in advertising

53. A frequent advertising approach is to show regular people – non-celebrities – endorsing products.

ANS: T         PTS: 1        DIF: Easy            TOP: Typical-person endorsers

54. IMC influences an organisation’s entire business operations, not just its marketing communications.

ANS: F         PTS: 1        DIF: Easy            TOP: The consistency triangle

55. The consistency triangle can be used to identify inconsistency in a company’s communications and can bring attention to potential problems.

ANS: F         PTS: 1        DIF: Moderate     TOP: The consistency triangle

56. The consistency triangle is based on aspects of what a brand’s message says it can do and what it cannot do.

ANS: F         PTS: 1        DIF: Moderate     TOP: The consistency triangle

57. Brand integrity exists when a brand does what it says it will do and when expectations and experience are confirmed by others.

ANS: T         PTS: 1        DIF: Easy            TOP: The consistency triangle

58. In Australia, some large advertising agencies link agency payment to the success of the campaign – in other words, if sales go up, so does the fee paid to the agency.

ANS: F         PTS: 1        DIF: Moderate     TOP: Agency compensation

59. Resonant advertising strategy extends from research, and structures an advertising campaign to reflect the prevailing consumer values and lifestyle orientation of the intended market segment.

ANS: T         PTS: 1        DIF: Easy            TOP: Resonance strategy

60. Few advertising practitioners recognise that products often are considered on the basis of emotional factors, and that appeals to emotion can be moderately successful.

ANS: F         PTS: 1        DIF: Easy            TOP: Emotional strategy

61. The universal value of ‘Conformity’, used in the MECCAS model, encompasses respect, commitment and acceptance of the customs that one’s culture and religion impose.

ANS: F         PTS: 1        DIF: Moderate     TOP: The nature of values

62. The universal value of ‘Power’, used in the MECCAS model, entails enjoying personal success through demonstrating competence according to social standards.

ANS: F         PTS: 1        DIF: Moderate     TOP: The nature of values

63. ‘Corporate advertising’ focuses on specific products or brands and combines them with the corporation’s overall image.

ANS: F         PTS: 1        DIF: Moderate     TOP: Corporate image and issue advertising

MULTIPLE CHOICE

1. The _____________ are what consumers hope to receive or avoid when consuming products.

A	consequences
B	values
C	specifics
D	attributes
E	sections

ANS: A        PTS: 1        DIF: Moderate     TOP: Means–end chaining and laddering

2. Harriett Barnes purchased a very expensive watch. The status Harriett is seeking is the _____________ of wearing the watch.

A	attribute
B	power
C	specific
D	value
E	consequence

ANS: E         PTS: 1        DIF: Difficult      TOP: Means–end chaining and laddering

3. A document designed to inspire copywriters by channelling their creative efforts toward a solution that will serve the interests of the client is known as a(n) _____________.

A	advertising platform
B	creative platform
C	creative copy
D	creative brief
E	advertising copy

ANS: D        PTS: 1        DIF: Moderate     TOP: Constructing a creative brief

4. Laddering is a marketing research technique that has been developed to identify links between _____________.

A	attributes, consumers and values
B	attitudes, consumers and values
C	attributes, consequences and variables
D	attributes, consequences and values
E	attitudes, consequences and values

ANS: D        PTS: 1        DIF: Difficult      TOP: Determining means–end chains: the method of laddering

5. The _____________ strategy is employed when an advertiser makes no attempt to differentiate its brand from or claim superiority over competitive offerings.

A	pre-emptive
B	positioning
C	resonance
D	emotional
E	generic

ANS: E         PTS: 1        DIF: Moderate     TOP: Generic strategy

6. Marian is concerned with the preservation and enhancement of her family and friends. She is honest, loyal and helpful. She possesses the _____________ value.

A	conformity
B	universalism
C	benevolence
D	self-direction
E	security

ANS: C         PTS: 1        DIF: Difficult      TOP: The nature of values

7. The generic strategy is most appropriate for a company that _____________.

A	has a lower price than its major competitor
B	has a higher price than its major competitor
C	dominates a product category
D	has a major competitive advantage over its major competitors
E	sells a high percentage of its products to foreign markets

ANS: C         PTS: 1        DIF: Moderate     TOP: Generic strategy

8. A car manufacturer that advertises its product as the only car where you can unlock the door with your thumb-print is using the _____________ strategy.

A	pre-emptive
B	unique selling proposition
C	positioning
D	resonance
E	emotional

ANS: B         PTS: 1        DIF: Moderate     TOP: Unique selling proposition strategy

9. The advertisers that designed the Mountain Dew commercials portraying the soft drink as a hip and outrageous brand used the _____________ strategy.

A	generic
B	pre-emptive
C	brand image
D	positioning
E	emotional

ANS: C         PTS: 1        DIF: Moderate     TOP: Brand image strategy

10. According to the MECCAS model, the value orientation represents the consumer value or the end level on which an advertising strategy focuses and can be thought of as its _____________.

A	leverage point
B	objectives
C	message content
D	media mix
E	driving force

ANS: E         PTS: 1        DIF: Difficult      TOP: Advertising applications of means–end chains: the MECCAS model

11. According to the MECCAS model, the _____________ provide(s) the mechanism for communicating the value orientation and the overall tone and style for the advertisement.

A	leverage point
B	objective orientation
C	brand consequences
D	executional framework
E	brand attributes

ANS: D        PTS: 1        DIF: Difficult      TOP: Means–end chaining and laddering

12. The _____________ strategy implants in the customer’s mind a clear meaning of what the product is and how it compares to competitive offerings.

A	pre-emptive
B	generic
C	positioning
D	unique selling proposition
E	brand image

ANS: C         PTS: 1        DIF: Moderate     TOP: Means–end chaining and laddering

13. The _____________ strategy extends from psychographic research and structures an advertising campaign to pattern the prevailing lifestyle orientation of the intended market segment.

A	generic
B	pre-emptive
C	positioning
D	resonance
E	brand image

ANS: D        PTS: 1        DIF: Moderate     TOP: Resonance strategy

14. Two distinct forms of corporate advertising are _____________.

A	image and issue
B	objective and subjective
C	product and service
D	rational and emotional
E	planned and unplanned

ANS: A        PTS: 1        DIF: Difficult      TOP: Corporate image and issue advertising

15. The _____________ strategy is employed when an advertiser makes a generic-type claim but does so with an assertion of superiority.

A	resonance
B	unique selling proposition
C	positioning
D	pre-emptive
E	emotional

ANS: D        PTS: 1        DIF: Moderate     TOP: Pre-emptive strategy

16. The emotional strategy works especially well for _____________.

A	food
B	jewellery
C	cosmetics
D	None of the answers supplied for this question are correct.
E	All of the answers supplied for this question are correct.

ANS: E         PTS: 1        DIF: Moderate     TOP: Emotional strategy

17. The _____________ strategy involves psychological, rather than physical, differentiation.

A	pre-emptive
B	brand image
C	positioning
D	unique selling proposition
E	generic

ANS: B         PTS: 1        DIF: Moderate     TOP: Brand image strategy

18. Advertising that attempts to establish goodwill for the company and its products is known as _____________ advertising.

A	primary demand
B	corporate image
C	corporate issue
D	reminder
E	competitive

ANS: B         PTS: 1        DIF: Moderate     TOP: Corporate image and issue advertising

19. Enduring beliefs that people hold regarding what is important in life are known as __________.

A	attributes
B	norms
C	values
D	roles
E	consequences

ANS: C         PTS: 1        DIF: Moderate     TOP: Means–end chaining and laddering

20. Message strategies and decisions are most often the joint enterprise of the companies that advertise and their _____________.

A	advertising agencies
B	marketing departments
C	advertising departments
D	promotion departments
E	None of the answers supplied for this question are correct.

ANS: A        PTS: 1        DIF: Easy            TOP: The role of the advertising agency

21. Most personal computers purchased by households are acquired primarily to assist children in their schoolwork. In referring to its brand of PC, one computer company came up with the clever advertising line ‘The teacher’s aid’. This line is the only notable aspect of the company’s advertising. What strategy is the company employing?

A	pre-emptive
B	unique selling proposition
C	resonant
D	generic
E	None of the answers supplied for this question are correct.

ANS: A        PTS: 1        DIF: Difficult      TOP: Pre-emptive strategy

22. A TV commercial for a sports car marketed to young people emphasises pleasure and freedom as end levels. The advertised car is shown delivering these end levels when the car is transformed into a magic chariot and its young driver is carried away into a fantasyland. In terms of the MECCAS model, the magic chariot technique represents the commercial’s _____________.

A	driving force
B	leverage point
C	message elements
D	consequences
E	terminal values

ANS: B         PTS: 1        DIF: Difficult      TOP: Advertising applications of means–end chains: The MECCAS model

23. An insurance company’s advertisements that mention how they contribute to cancer research would be using _____________ advertising.

A	corporate issue
B	primary demand
C	corporate image
D	competitive
E	reminder

ANS: C         PTS: 1        DIF: Difficult      TOP: Corporate image advertising

24. Corporate issue advertising is also known as _____________ advertising.

A	advocacy
B	image
C	goodwill
D	selective demand
E	pulsing

ANS: A        PTS: 1        DIF: Easy            TOP: Corporate issue (advocacy) advertising

25. Sunshield is a new line of sunglasses that boasts lenses that grow progressively darker with increasing sunlight. Other brands have this same type of lens, but Sunshield is the first to make the claim that its product helps prevent sun lines and ageing of skin. What type of creative advertising strategy is described here?

A	resonance
B	pre-emptive
C	unique selling proposition
D	brand image
E	positioning

ANS: B         PTS: 1        DIF: Moderate     TOP: Pre-emptive strategy

26. Advertisements for athletic shoes often focus on technological features such as special shock-absorbing sole construction. What strategy is being used when the advertising for a brand of athletic shoes focuses on a particular technological feature?

A	resonance
B	pre-emptive
C	unique selling proposition
D	positioning
E	brand image

ANS: C         PTS: 1        DIF: Moderate     TOP: Unique selling proposition strategy

27. Levi’s 501 and 502 jeans are advertised as casual clothes for fashion-conscious young people. In comparison, Just Jeans advertises their Plain Pockets brand as no-nonsense and more economical than the name brands. Just Jeans is practicing what type of advertising strategy?

A	resonance
B	unique selling proposition
C	brand image
D	positioning
E	none of the answers supplied for this question are correct

ANS: D        PTS: 1        DIF: Moderate     TOP: Constructing a creative brief

28. Which of the following statements is false?

A	Humour is an effective method for attracting attention to advertisements.
B	Humour in advertisements increases product sales.
C	Humour does not necessarily harm comprehension.
D	Humour does not enhance source credibility.
E	Humour enhances liking of both the advertisement and the advertised brand.

ANS: B         PTS: 1        DIF: Moderate     TOP: The role of humour in advertising

29. You are the brand manager of a new spray-can lubricant product that will compete against WD-40, the category leader. You want to convince consumers that your brand, SA-90, is better than WD-40. Which advertising strategy would you use?

A	pre-emptive
B	unique selling proposition
C	positioning
D	generic
E	none of the answers supplied for this question are correct

ANS: C         PTS: 1        DIF: Difficult      TOP: Constructing a creative brief

30. Humour in advertisements involves the use of _____________.

A	consistent resolution
B	infinite resolution
C	incongruity resolution
D	congruity construction
E	consistent construction

ANS: C         PTS: 1        DIF: Difficult      TOP: The role of humour in advertising

31. Your company markets a moulded plastic product shaped like a baseball that is meant to be used to store baseball cards. You will advertise this product as a gift item to be purchased by parents of young children. Your advertising will feature the nostalgia of collecting baseball cards. What strategy are you using?

A	pre-emptive
B	unique selling proposition
C	resonance
D	generic
E	None of the answers supplied for this question are correct.

ANS: C         PTS: 1        DIF: Difficult      TOP: Resonance strategy

32. When consumers find something in an endorser that they consider attractive, persuasion occurs through _____________.

A	attraction
B	identification
C	similarity
D	worship
E	All of the answers supplied for this question are correct.

ANS: B         PTS: 1        DIF: Difficult      TOP: Attractiveness: the process of identification

33. Jif Peanut Butter has long used the slogan ‘Choosy mothers choose Jif’. This campaign does not directly challenge competitors but instead relies upon an understanding of the consumer’s desire to be perceived as a good parent. Hence, in the sense that Jif is being advertised as the ‘good-parent peanut butter’, what creative advertising strategy is being used?

A	resonance
B	brand image
C	unique selling proposition
D	positioning
E	None of the answers supplied for this question are correct.

ANS: B         PTS: 1        DIF: Difficult      TOP: Brand image strategy

34. Two important sub-attributes of endorser credibility are trustworthiness and _____________.

A	respect
B	physical attractiveness
C	reliability
D	expertise
E	None of the answers supplied for this question are correct.

ANS: D        PTS: 1        DIF: Difficult      TOP: Endorser attributes: the TEARS model

35. Two types of negative appeals in advertising are _____________.

A	fear and guilt
B	threat and abuse
C	abuse and guilt
D	fear and threat
E	None of the answers supplied for this question are correct.

ANS: A        PTS: 1        DIF: Moderate     TOP: The use of sex in advertising

36. Currently, advertising agency compensation comes in the form of _____________.

A	commissions
B	monthly fees
C	a percentage of sales
D	both A and B
E	None of the answers supplied for this question are correct.

ANS: B         PTS: 1        DIF: Easy            TOP: Agency compensation

37. All of the following are desired attributes of endorsers except _____________.

A	trustworthiness
B	expertise
C	exposure
D	respect
E	physical attractiveness

ANS: C         PTS: 1        DIF: Moderate     TOP: Endorser attributes: the TEARS model

38. Which of the following statements is false?

A	Comparative advertising is better than non-comparative advertising at enhancing brand awareness (i.e. brand name recall).
B	Comparative advertising promotes better recall of message arguments.
C	Comparative advertising generates stronger intentions to purchase the sponsored brand.
D	Comparative advertising generates more purchases than non-comparative ads.
E	None of the answers supplied for this question are correct.

ANS: E         PTS: 1        DIF: Difficult      TOP: The role of comparative advertising

39. A _____________ gives copywriters an understanding of how their creative work must fit into the overall marketing strategy.

A	communications strategy statement
B	statement of marketing objectives
C	media strategy statement
D	strategy statement
E	pre-testing evaluation statement

ANS: D        PTS: 1        DIF: Difficult      TOP: Constructing a creative brief

40. One way of defining effective advertising is if it _____________.

A	accomplishes the advertiser’s objectives
B	creates attention
C	is liked by the audience
D	is colourful
E	All of the answers supplied for this question are correct.

ANS: A        PTS: 1        DIF: Moderate     TOP: Creating effective advertising

41. In the terms of the MECCAS model, an advertisement that proclaims that pleasure and freedom will result from the purchase of a particular brand is using pleasure and freedom as _____________.

A	driving forces
B	leverage points
C	message elements
D	consequences
E	None of the answers supplied for this question are correct.

ANS: A        PTS: 1        DIF: Difficult      TOP: Advertising applications of means–end chains: the MECCAS model

42. Which of the following statements is true?

A	Comparative advertising is better than non-comparative advertising at enhancing brand awareness (i.e. brand name recall).
B	Comparative advertising promotes better recognition of the product category.
C	Comparative advertising generates stronger intentions to spread positive word-of-mouth.
D	All of the answers supplied for this question are correct.
E	None of the answers supplied for this question are correct.

ANS: A        PTS: 1        DIF: Difficult      TOP: The role of comparative advertising

43. When audience attitudes change because they perceive an endorser of a product to be credible, this is referred to as _____________.

A	internalisation
B	externalisation
C	standardisation
D	customisation
E	liquidation

ANS: A        PTS: 1        DIF: Difficult      TOP: Credibility: The process of internalisation

44. Music in advertising is good for _____________.

A	attracting attention
B	communicating meaning about a product
C	entertaining
D	luring the customer to the shop
E	both A and B

ANS: E         PTS: 1        DIF: Moderate     TOP: The functions of music in advertising

45. Which value is derived from the need for variety and achieving an exciting life?

A	self-direction
B	hedonism
C	achievement
D	stimulation
E	tradition

ANS: D        PTS: 1        DIF: Difficult      TOP: The nature of values

46. The tasks of full-service advertising agencies include _____________.

A	performing research
B	providing creative services
C	media planning and buying
D	All of the answers supplied for this question are correct.
E	account management

ANS: D        PTS: 1        DIF: Moderate     TOP: Advertising agency organisation

47. Guilt appeals in advertising are used to motivate individuals to _____________.

A	undertake responsible action
B	buy
C	self-evaluate themselves
D	switch brands
E	evaluate their morals

ANS: A        PTS: 1        DIF: Moderate     TOP: The use of appeals to consumer guilt

48. According to classical conditioning theory, when music is used in advertising it is the _____________.

A	conditioned stimulus
B	operant stimulus
C	artistic stimulus
D	classical stimulus
E	unconditioned stimulus

ANS: E         PTS: 1        DIF: Moderate     TOP: The functions of music in advertising

49. In a study where advertisers were trying to pick music for a new ballpoint pen ad, more than half of the subjects in the study selected the pen after listening to _____________.

A	Asian Indian music
B	rock music
C	classical music
D	belly dance music
E	None of the answers supplied for this question are correct.

ANS: E         PTS: 1        DIF: Moderate     TOP: The functions of music in advertising

50. Many advertisements that portray typical-person users often include multiple people rather than a single individual. The reason for this practice is _____________.

A	because typical-person users are less expensive
B	to provide multiple points of view
C	to generate higher levels of message involvement
D	to guard against the possibility that one endorser will be ineffective
E	to increase the consumers’ perception of trustworthiness of the endorsers

ANS: C         PTS: 1        DIF: Difficult      TOP: Typical-person endorsers

51. Janice was influenced to purchase an abdominal exercise device after watching an infomercial showing people like her – females in their middle forties and mothers. Which subcomponent of the general concept of attractiveness influenced Janice to purchase this product?

A	trustworthiness
B	expertise
C	physical attractiveness
D	respect
E	similarity

ANS: E         PTS: 1        DIF: Moderate     TOP: Attractiveness: the process of identification

52. Which of the following is true regarding the source attribute of attractiveness?

A	Attractiveness refers only to physical attractiveness.
B	Attractiveness and credibility are basically different labels for the same concept.
C	An endorser, although physically unattractive, may be perceived as attractive if consumers share a sense of similarity with him or her.
D	Attractiveness is a far more important attribute for a celebrity to possess than is credibility.
E	An endorser must be considered physically attractive, well-respected and perceived as similar to the audience to be effective.

ANS: C         PTS: 1        DIF: Difficult      TOP: Attractiveness: the process of identification

53. Full-service advertising agencies perform activities such as _____________.

A.	research
B.	media planning
C.	the advertiser’s total marketing process
D.	none of these choices
E.	all of these choices

ANS: E         PTS: 1        DIF: Easy            TOP: The role of the advertising agency

54. The most effective level of fear _____________.

A	is a strong level
B	is a weak level
C	depends on how much relevance a topic has for an audience
D	is a weak level with a humorous message
E	is a weak level with a credible spokesperson

ANS: C         PTS: 1        DIF: Moderate     TOP: Appropriate intensity

55. Which of the following would NOT be included in a creative brief?

A	background
B	target audience
C	creative strategy
D	positioning
E	objectives and measures

ANS: C         PTS: 1        DIF: Easy            TOP: Constructing a creative brief

56. Those performing the ‘creative’ function in the advertising-development process must know the audience for the advertisements they are to create. This ‘audience’ is also referred to as the _____________.

A	client
B	focus group
C	target market
D	trade
E	prospects

ANS: C         PTS: 1        DIF: Easy            TOP: Constructing a creative brief

57. The unique selling proposition strategy is a _____________ advertising strategy.

A	functionally oriented
B	symbolically oriented
C	experientially oriented
D	category-dominance
E	category-oriented

ANS: A        PTS: 1        DIF: Moderate     TOP: Alternative styles of creative advertising

58. How do ad agencies plan an IMC campaign? One of the first steps is to conduct a(n) _____________.

A.	SWOT analysis
B.	creative brief
C.	audience analysis
D.	IMC focus group
E.	communication objectives analysis

ANS: B         PTS: 1        DIF: Moderate     TOP: Creating effective advertising

59. _____________ advertising associates the experience of using an advertised brand with a unique set of psychological characteristics that typically would not be associated with the brand experience to the same degree without exposure to the advertisement.

A	Informational
B	Resonance
C	Pre-emptive
D	Suggestive
E	Transformational

ANS: E         PTS: 1        DIF: Moderate     TOP: Brand image strategy

60. A(n) _____________ represents the linkages among brand attributes, the consequences obtained from using the brand and the personal values that the consequences reinforce.

A	means–end chain
B	ladder
C	MECCAS
D	interconnect
E	value connect

ANS: A        PTS: 1        DIF: Difficult      TOP: Means–end chaining and laddering

61. The consistency triangle model contains aspect/s of _____________.

A.	say messages
B.	confirm messages
C.	do messages
D.	none of these options
E.	all of these options

ANS: E         PTS: 1        DIF: Easy            TOP: The consistency triangle

62. The consistency triangle model can be used to identify inconsistency in the company’s _____________.

A.	marketing strategy
B.	communications
C.	brands portfolio
D.	market share
E.	budgets

ANS: B         PTS: 1        DIF: Moderate     TOP: The consistency triangle

63. _____________ exists when a brand does what it says it will do and when expectations and experience are conformed by others.

A.	Brand equity
B.	Brand integrity
C.	Brand consistency
D.	Brand loyalty
E.	Brand value

ANS: B         PTS: 1        DIF: Easy            TOP: The consistency triangle

64. The main feature of the Unique Selling Proposition (USP) advertising is identifying the important difference that makes a brand _____________ and then developing an advertising claim that competitors either cannot make or have chosen not to adopt.

A.	unique
B.	strong
C.	liked
D.	popular
E.	valued

ANS: A        PTS: 1        DIF: Easy            TOP: Unique selling proposition strategy

65. Transformational advertisements make the experience of using the brand _____________.

A.	richer
B.	warmer
C.	more exciting
D.	none of these choices
E.	all of these choices

ANS: E         PTS: 1        DIF: Easy            TOP: Brand image strategy

66. The important point to remember is that the MECCAS approach provides a _____________ procedure for linking the advertiser’s perspective with the consumer’s perspective.

A.	simple
B.	complex
C.	systematic
D.	holistic
E.	strategic

ANS: C         PTS: 1        DIF: Moderate     TOP: Practical issues in identifying means-end chains

67. Advertising and other forms of marketing communications are most relevant to the _____________.

A.	consumer
B.	marketer
C.	brand
D.	corporation
E.	IMC campaign

ANS: A        PTS: 1        DIF: Easy            TOP: Practical issues in identifying means-end chains

68. Two important sub-attributes of endorser credibility are _____________.

A.	respect and expertise
B.	trustworthiness and similarity
C.	honesty and physical attractiveness
D.	expertise and uniqueness
E.	trustworthiness and expertise

ANS: E         PTS: 1        DIF: Moderate     TOP: Endorser attributes: the TEARS model

69. An in-depth analysis of a broad spectrum of magazines revealed that about one in _____________ advertisements contains an appeal to guilt.

A.	80
B.	100
C.	40
D.	60
E.	20

ANS: E         PTS: 1        DIF: Moderate     TOP: The use of appeals to consumer guilt

ESSAY

1. Identify situations where an advertiser would use in-house advertising operations, full-service advertising agencies, and a la carte arrangements. Your answer should include a discussion of the advantages and disadvantages of each of the three alternatives.

ANS:

Message strategies and decisions most often are the joint enterprise of the companies that advertise (the clients) and their advertising agencies. In general, advertisers have three alternative ways to perform the advertising function: use an in-house operation, purchase advertising services on an ad-need basis from specialised agencies, or select a full-service advertising agency.

Maintaining an in-house operation necessitates employing advertising staff and absorbing the overhead required to maintain the staff’s operations. This arrangement is unjustifiable unless a company does a large and continuous amount of advertising.

Advertisers can purchase advertising services a la carte. That is, rather than depending on a single full-service agency to perform all advertising and related functions, an advertiser may recruit the services of a variety of firms with particular specialties in creative work, media selection, production, advertising research, and so on. Advantages include the ability to contract for services only when they are needed and potential cost efficiencies. A disadvantage is that specialists (so-called boutiques) sometimes lack financial stability and may be poor in terms of cost accountability.

Full-service agencies perform at least four basic functions: (1) creative services, (2) media services, (3) research services, and (4) account management. Advantages include acquiring the services of specialists with in-depth knowledge of advertising and obtaining negotiating leverage with the media. The major disadvantage is the loss of control over the advertising function.

PTS: 1          DIF: Moderate          TOP: The role of the advertising agency

2. Describe the various forms of advertising agency compensation.

ANS:

There are various methods by which clients compensate agencies for services rendered:

1.	Commissions from media. Historically, Australian advertising agencies charged a standard commission of 10 per cent of the gross amount of billings.
2. 3.	Monthly fee (with rebate) remains common amongst agencies. Job-by-job & hourly rate is the most transparent and fairer for both parties, agencies monitor their time and bill clients an hourly fee based on time commitment.
4.	Outcome- or performance-based programs. These represent the newest approach to agency compensation and are based on covering costs and incentive payments that are tied to a brand’s performance goals. This system encourages, indeed demands, agencies to use whatever IMC programs are needed to build brand sales.

PTS: 1          DIF: Moderate          TOP: Agency compensation

3. Explain the MECCAS model and discuss how it is used in advertising strategy formulation.

ANS:

MECCAS stands for means–end conceptualisation of components for advertising strategy and provides a procedure for applying the concept of means–end chains to the creation of advertising messages.

A brand advertiser, armed with knowledge of segment-level values, is in a position to know what brand attributes and consequences to emphasise to a particular market segment as the means by which that brand can help consumers achieve a valued end state.

The components include a value orientation, brand consequences and brand attributes, and creative strategy and leverage point that provides the structure for presenting the advertising message and the means for tapping into or activating the value orientation. The value orientation represents the consumer value or end level on which the advertising strategy focuses and can be thought of as the driving force behind the advertising execution. Every other component is geared toward achieving the end level. Laddering is a research technique that has been developed to identify linkages between attributions, consequences and values, and involves in-depth, one-on-one interviews that typically last between 30 minutes to more than one hour. This method attempts to get at the root, or deep, reasons for why individual consumers buy certain products and brands.

PTS: 1          DIF: Difficult           TOP: Advertising applications of means–end chains: the MECCAS model

4. Compare and contrast corporate image advertising and corporate issue advertising, and provide an example of each.

ANS:

Both are forms of corporate advertising, which focuses not on specific brands but on a corporation’s overall image or on economic or social issues relevant to the corporation’s interests.

Corporate image advertising attempts to increase a firm’s name recognition, establish goodwill for the company and its products, or identify itself with some meaningful and socially acceptable activity.

Corporate issue (advocacy) advertising occurs when a company takes a position on a controversial social issue, or advocacy, of public importance with the intention of swaying public opinion.

PTS: 1          DIF: Moderate          TOP: Corporate image and issue advertising

5. Name and describe the three subcomponents of the general concept of attractiveness and explain why each is important.

ANS:

The three subcomponents of the general concept of attractiveness are:

1.	Physical attractiveness. This is a key consideration in many endorsement relationships. Research has supported the intuitive expectation that physically attractive endorsers produce more favourable evaluations of ads and advertised brands than do less attractive communicators.
2.	Respect. This represents the quality of being admired or even esteemed due to one’s personal qualities and accomplishments. Whereas a celebrity’s physical attractiveness may be considered the ‘form’ aspect of the overall attractiveness attribute, respect is the ‘function’ or substantive element. Celebrities are respected for their acting ability, athletic prowess, appealing personalities, their stand on important societal issues and any number of other qualities. Individuals who are respected also generally are liked and it is this factor that can serve to enhance a brand’s equity when a respected/liked celebrity endorser enters into an endorsement relationship with the brand.
3.	Similarity. This represents the degree to which an endorser matches an audience in terms of characteristics pertinent to the endorsement relationship – age, gender, ethnicity, etc. People tend to better like individuals who share with them common features or traits. There is some evidence that a matchup between endorser and audience similarity is especially important when the product or service is one where audience members are heterogeneous in terms of their taste and attribute preferences (i.e., restaurants, plays, movies, etc.). When preferences among audience members are relatively homogeneous (i.e., plumbing, dry cleaning, etc.), the matchup between spokesperson and audience similarity is not that important, but rather the spokesperson’s experience or expertise appears to have the greatest influence.

 

PTS: 1          DIF: Moderate   TOP: Attractiveness: the process of identification

6. Discuss why the use of humour in an advertisement might not be effective.

ANS:

Advertisers should proceed cautiously when contemplating the use of humour. First, the effects of humour can differ due to differences in audience characteristics. Second, the definition of what is funny in one country or region of a country is not necessarily the same in another. Finally, a humorous message may be so distracting to an audience that receivers ignore the message content.

PTS: 1          DIF: Moderate          TOP: The role of humour in advertising

7. Assume that you are an account executive for an advertising agency. One of your clients is a manufacturer of motorcycle helmets. She has suggested the use of fear appeals. Write her a one-page letter explaining why fear appeals should or should not be used.

ANS:

While students’ responses will vary on this question, they should include concepts related to appeals to consumer fears presented in the chapter. Advertisers, realising that people have fears, rational as well as irrational, attempt to motivate consumers to process information and to take action by appealing to their fears.

Appeals to fears in advertising identify the negative consequences of either (1) not using the advertised brand or (2) engaging in unsafe behaviour. The appeal to consumer fears may take the form of social disapproval or physical danger. While physical danger of not using a helmet seems most appropriate in this application, one could also use social disapproval in the form of loved ones not approving of riders not wearing a helmet.

It appears that the degree of threat intensity that is effective in evoking fear in an audience depends in large part on how much relevance a topic has for an audience – the greater the relevance, the lower the threat intensity that is needed to activate a response.

PTS: 1          DIF: moderate          TOP: The use of appeals to consumer fears