MKT 304 - Chap 8 exam with complete solutions

In the development of an advertising campaign or message, creative _____ involves determining what the message will say or communicate, while creative _____ deals with how the message will be implemented or executed. A. strategy; tactics B. tactics; strategy C. mission: strategy D. tactics; vision E. vision; mission A The _____ is used as the central theme of the advertising campaign and translated into attention-getting, distinctive, and memorable messages. A. animatic B. big idea C. brand name D. logoE. copy platform B Which of the following statements is true about the use of creativity in an advertising campaign? A. Because most advertising is creative, creativity is not enough to break through the clutter. B. Creative advertising always has a positive impact on sales. C. Creative advertising that is not relevant to the target audience may have a greater impact than advertising that is relevant. D. The nature of advertising requires that everyone involved in the promotional planning process engage in creative thinking. E. Users of creative advertising can avoid using big ideas and unique selling propositions in their advertising campaigns D Ads are often called _____. A. animatics B. copy platforms C. creative D. work plans E. storyboards C The people who develop ads and commercials are known as ____. A. innovators B. animatics C. copy makers D. creative types E. illuminators D Which of the following statements is true about creative strategy and execution? A. A good creative strategy and execution guarantees a brand will exceed its sales objectives. B. A good creative strategy almost never helps generate sales for a brand. C. Ads that are very creative may not increase sales of a brand. D. Companies have no trouble coming up with creative advertising that differentiates their brands from the competition. E. Good creative strategy cannot help a struggling brand regain its former prominence. C Many companies are willing to spend hundreds of millions of dollars each year on creative advertising because: A. they believe strongly in competitive parity. B. they realize marketing success is unrelated to their creative advertising effort. C. they know that good creative strategy and execution are often critical to the success of a product or service. D. they want to win creative awards in order to respond to the intangibility and homogeneity characteristics of service. E. the development of good creative strategy is a science and is explained by marketing research. C Which of the following statements is true regarding awards for advertising creativity? A. Ads that win creative awards almost always have a positive impact on sales. B. Most advertising and marketing people are supportive of advertising awards because they feel creative people are more concerned with creating advertising that sells their client's products than with winning awards. C. As a rule, all advertising people believe awards are an inappropriate way of recognizing advertising creativity that often helps sell a client's products. D. Not all advertising campaigns that have won creative awards have successfully generated sales for their clients' products.E. An award winning ad leads to higher sales as it is greatly liked and accepted by creative people. D Which of the following statements is true according to the Hirschman study about the creative people involved in advertising? A. They view ads as promotional tools whose primary purpose is to communicate favorable impressions to the marketplace. B. They are more risk averse than the brand managers. C. They prefer making conservative commercials. D. They believe a commercial should be evaluated in terms of whether it fulfills the client's marketing and communicative objectives. E. They want to maximize the impact of the message. E From the perspective of a product manager, a commercial is likely to be judged as creative if it: A. is novel and innovative. B. has a high level of artistic or aesthetic value. C. communicates the message clearly and leaves a favorable impression on the target audience. D. wins creative awards. E. is unlike anything currently in the marketplace. C A study by Elizabeth Hirschman examined the perceptions of individuals involved in the creation and production of television commercials and found: A. product managers view advertising from an aesthetic perspective. B. product managers and account executives both view advertising as a promotional tool whose primary purpose is to communicate favorable impressions about a brand. C. art directors and copywriters view advertising primarily as a promotional tool whose primary function is to communicate information. D. brand managers prefer creative commercials that take risks. E. art directors and copywriters evaluate advertising on the basis of how well it fulfills predefined communications objectives. B Based on the findings of the study conducted by Elizabeth Hirschman, which of the following individuals is most likely to be risk averse and prefer commercials that focus on the product rather than creative impact? A. Product and brand managers B. Art directors C. Copywriters D. Creative directorsE. Product consumers A Which of the following statements supports the reason why a marketer might want to emphasize creativity in the development of an advertising campaign? A. Creative advertisements that are creative for the sake of being creative often fail to produce sales. B. Creative advertising can break through the clutter and make an impression on buyers. C. Creative advertising cannot create positive feelings that transfer to the product or service. D. Creative advertising is effective even if it is irrelevant to the target audience.E. Creative advertising helps in winning awards that leads to increase in sales. B _____ is a quality possessed by individuals that enables them to generate novel approaches to handling problems that is reflected in new and improved solutions to those problems. A. Uniqueness B. Dramatization C. Creativity D. Proficiency E. Personification C _____ is the ability to generate fresh, unique and appropriate ideas that can be used as solutions to communication problems. A. A unique selling plan (USP) B. Promotional uniqueness C. Problem detection D. Positioning E. Advertising creativity E _____ refers to the extent to which an ad contains elements that are novel, different, or unusual. A. Divergence B. Relevance C. Illumination D. Animatic E. Positioning A According to Robert Smith, _____ ads contain elements that are rare, surprising, or move away from the obvious and commonplace. A. originality B. illuminative C. artistic value D. synthesis E. animatic A According to Robert Smith, _____ ads contain different ideas or switch from one perspective to another. A. originality B. synthesis C. flexibility D. relevant E. animatic C According to Robert Smith, _____ ads contain unexpected details or finish and extend basic ideas so they become more intricate, complicated, or sophisticated. A. originality B. flexibility C. elaboration D. animatic E. synthesis C According to Robert Smith, _____ ads combine, connect, or blend normally unrelated objects or ideas. A. originality B. synthesis C. flexibility D. animatic E. elaboration B According to Robert Smith, _____ ads contain attractive shapes and colors. A. synthesis B. animatic C. originality D. artistic value E. illumination D 22. (p. 262) One of the major determinants of creativity is _____ which reflects the degree to which the various elements of the ad are meaningful, useful, or valuable to the consumer. A. divergence B. synthesis C. relevance D. illumination E. elaboration C According to Robert Smith, the two ways in which relevance could be achieved are: A. ad-to-brand relevance and brand-to-ad relevance. B. ad-to-producer relevance and brand-to producer relevance. C. ad-to-producer relevance and brand-to-consumer relevance. D. ad-to-consumer relevance and brand-to-producer relevance. E. ad-to-consumer relevance and brand-to-consumer relevance. E CoverGirl cosmetics have hired Drew Barrymore to appear in its advertisements in order to help them capture the attention and interest of the consumers. Through this, the ad illustrates the application of: A. ad-to-consumer relevance. B. brand-to-consumer relevance. C. positioning strategy. D. inherent drama. E. an animatic. A _____ refers to situations where the ad contains execution elements that are meaningful to consumers. A. Animatic B. Brand-to-consumer relevance C. Storyboard D. Ad-to-consumer relevance E. Elaboration ad D _____ refers to situations where the advertised brand of a product or service is of personal interest to consumers. A. Animatic B. Brand-to-consumer relevance C. Storyboard D. Ad-to-consumer relevance E. Elaboration ad D Which of the following statements is true about the relevance of ads? A. Ad-to-consumer relevance refers to situations where the advertised brand of a product or service is of personal interest to consumers. B. Brand-to-consumer relevance refers to situations where the ad contains execution elements that are meaningful to consumers. C. Brand-to-consumer relevance could be achieved through making use of celebrities with whom consumers identify. D. Relevance can be viewed in terms of the degree to which an advertisement provides information or an image that is pertinent to the brand. E. The use of visual images and other execution techniques that capture their interest and attention of the consumers help in increasing brand-to-consumer relevance. D According to the universal advertising standards developed by the D'Arcy Masius Benton & Bowles agency, a creative advertising message is built around: A. an unique selling plan (USP). B. a strong brand image. C. a power idea or a creative core. D. the slice-of-life concept.E. dramatization. C According to D'Arcy Masius Benton & Bowles's agency, _____ is the vehicle that transforms the strategy into a dynamic, creative communications concept. A. the Positioning Idea B. the Illumination Idea C. the Divergence Idea D. the Power Idea E. the Imagery Idea D Some of the more successful advertising agencies, like TBWA and Wieden & Kennedy, attribute their excellent creative work to the fact that: A. they have clients who are risk averse. B. they have clients who are willing to take creative risks. C. they have clients who never become involved with or interfere in the creation process. D. their clients keep them in check and don't let them try creative approaches that are excessively different.E. their relationship with the client is significantly more important than any creative work. B The perpetual debate over the most effective role for advertising is between: A. rationalists and poets. B. environmentalists and pragmatics. C. liberals and conservatives. D. functionalists and operationalists. E. supporters of centralization and supporters of decentralization. A The proponents of creative advertising argue that: A. the more information in the ad the more effective the ad. B. the only purpose of advertising is to sell the product. C. advertising should be designed to make consumers buy products that they do not want or need. D. advertising should be designed to create an emotional bond between consumers and the brand or company. E. advertising should break through the clutter by focusing on logos and products. D Advertising creative personnel tend to: A. be more concrete and formalized than intuitive when solving a problem. B. have majored in marketing in college. C. rely on intuition more than logic. D. be highly structured and organized individuals. E. be no different from people with business executive backgrounds C According to James Webb Young, a former creative vice president at the J. Walter Thompson agency, the production of creative advertising ideas: A. is a random process that cannot be taught. B. does not follow a definitive plan. C. cannot be learned and controlled. D. is a definitive process that can be learned and controlled. E. has as many different routes as there are different forms of creativity D There are five steps in the creative process as designed by James Webb Young, a former creative vice president at the J. Walter Thompson agency. They are: A. preparation, brainstorming, growth, reality check, and verification. B. immersion, testing, illumination, creation, and verification. C. immersion, digestion, incubation, illumination, and verification. D. preparation, incubation, immersion, illumination, and reality check. E. immersion, brainstorming, incubation, creation, and reality check. C According to the work of sociologist Graham Wallace, the four-step approach to the creative process includes: A. preparation, incubation, illumination, and verification. B. immersion, brainstorming, creation, and reality check. C. preparation, illumination, creation, and verification. D. preparation, immersion, creation, and verification. E. immersion, incubation, illumination, and creation A According to Young's model of the creative process, the _____ step deals with gathering raw material and information through background research and immersing yourself in the problem. A. problem detection B. illumination C. immersion D. reality E. incubation C The _____ step of the creative process deals with putting the problems out of one's conscious mind and turning the information over to the subconscious to do the work. A. problem detection B. illumination C. immersion D. reality E. incubation E An idea develops during the _____ step of the creative process. A. reality B. illumination C. verification D. originality E. immersion B The _____ step of the creative process deals with refining and polishing the idea and seeing if it is an appropriate solution. A. immersion B. incubation C. digestion D. preparation E. verification E A client who manufactures maternity clothes for businesswomen wants a new advertising campaign. Visits to obstetrician's offices to observe the clothes being worn and to maternity shops at the mall to see how they were selected could be a part of the _____ step of the creative process. A. preparation B. verification C. revision D. reality check E. incubation A Leon is the creative director for an agency that has just been hired by a manufacturer of golfing equipment to create a new advertising campaign for the company's titanium clubs. Before starting to develop creative ideas, Leon reads some golfing magazines and spends time talking to friends and co-workers who play golf. These activities are part of which step of the creative process? A. preparation B. incubation C. illumination D. verification E. revision A Inna has been hired to promote a membership-only genealogical website, which provides demographic information on over one billion people. She has gathered together all the relevant environmental information and has studied the product as closely as possible. She needs to work on another project and put the genealogical project completely out of her conscious mind. Her subconscious needs time to work on a solution. Now it is time for the _____ step of the creative process. A. preparation B. revision C. incubation D. illumination E. verification C For weeks, Bridgette had been trying to come up with a creative approach to advertise light bulbs. She decided to try not to think about it for a while to see if her subconscious could figure something out. As she was relaxing in her bath one night, a great idea for a creative light bulb advertising campaign just seemed to pop into her head. She leapt out of the tub and began to write it all down before she forgot it. In terms of the creative process, Bridgette has just experienced the _____ step. A. immersion B. verification C. revision D. illumination E. reality check D Why are models of the creative process valuable to those working in the creative area of advertising? A. The models let the client see what he or she is paying for. B. The models provide an organized approach to a creative problem. C. The models let creatives approach the creative process in whichever manner feels most comfortable to them. D. The models were developed by people who were successful advertisers themselves. E. The models create heuristics needed to determine whether an ad will accomplish its goals. B No matter which model of the creative process you use, the last step in the creative process is: A. resolution. B. illumination. C. verification. D. market evaluation. E. confirmation. C _____ is a process that involves conducting research and gathering all information about a client's product or service, brand, and members of the target audience. A. Incubation B. Germination C. Account planning D. Creative research E. Account seeding C Account planning plays an important role during creative strategy development by: A. making sure the client knows the agency has the final say on which strategy will be used. B. driving the process from the customers' point of view. C. making sure all advertising complies with local, state, and FTC regulations. D. determining whether the account should be accepted.E. forecasting demand for the product category. B Which of the following statements about account planning is true? A. Account planners do not conduct any quantitative research. B. Account planners work with the client as well as other agency personnel. C. Account planners only work with the client to avoid agency bias. D. With account planning, the agency takes a permanent leadership role in the development of creative strategy. E. The knowledge gained during account planning can only be used during the planning period because it is proprietary information. B Tiffany is the creative director of an ad agency. The agency has just been hired to develop a promotional campaign for a company that produces exercise videos for women. As part of her preparation for developing a creative strategy, Tiffany reviews some studies conducted on the overall fitness and exercise market as well as a report on the changing roles of women in society. This information is part of: A. general preplanning input. B. product-specific preplanning input. C. problem detection studies. D. illumination studies. E. brainstorming process. A Jonathan is a creative director at the Peet, Williams & Greene advertising agency. He spends an hour every morning reading publications like Advertising Age, The Wall Street Journal and Brand Week to gain a better understanding of what is happening in the world of marketing and advertising. This activity can be characterized as: A. general preplanning input. B. product-specific preplanning input. C. verification research. D. brainstorming. E. problem detection research. A Lifestyle research, attitude studies, and perceptual mapping would be examples of: A. general preplanning inputs. B. product/service-specific preplanning inputs. C. verification studies. D. revision studies. E. demographic studies for business-to-business clients. B Ramon participated in a study done by an advertising agency. During his interview, he was asked to gauge the services provided by a regional airline on the basis of his experiences and what others had told him. The interviewer asked Ramon specific questions about the food, the seating arrangements, the ease with which he entered and exited the plane, and the service provided by the flight attendants. Since the ad agency doing the research is the one that will develop the creative strategy for the airline's new ad campaign, you know Ramon most likely provided the agency with: A. product/service specific preplanning inputs. B. general product inputs to be stored and used later. C. secondary internal data. D. secondary external data. E. quantitative data which will be used by the client to determine market development strategies A ______ is a research technique whereby consumers are asked to generate an exhaustive list of things that bother them or difficulties they encounter when using a product or service. A. Consumer brainstorming B. General preplanning input C. Perceptual mapping D. Problem detection E. Market profiling D Douglas was asked to fill out a survey on 'dill' pickles. He was asked questions about what he liked and disliked about dill pickles, when and where he usually ate dill pickles, and to list and rate all brands of dill pickles he could recall. He was also asked about packaging as well as degree of sourness in the different brands of pickles. Since the survey was conducted by an ad agency prior to developing a creative strategy for its client, a pickle manufacturer, and there were several people surveyed besides Douglas, you can assume he was participating in a _____ study. A. consumer brainstorming B. general preplanning input C. perceptual mapping D. problem detection E. market profiling D Psychographic studies are used by advertising agencies to: A. identify age, educational level, and ethnic background of the target audience. B. provide creative personnel with a better understanding of the target audience for whom they are developing the advertising message. C. determine how to allocate the advertising budget. D. understand specific consumption problems consumers encounter with various products and services. E. determine the problems encountered by the customers while using a product. B In-depth interviews with consumers, focus groups, and observational studies of how consumers conduct their daily lives as consumers are all examples of: A. quantitative research techniques. B. qualitative research techniques. C. problem detection studies. D. econometric research. E. secondary internal research B Lisle Ju, the creative director for JTT ad agency, is observing a focus group for four-wheel drive SUVs. She is gathering _____ before she begins to develop creative strategy for an SUV manufacturer. A. general preplanning input B. market detection research C. product specific preplanning input D. illumination research E. secondary internal data C _____ is a research method whereby a group of 10 to 12 consumers from the target market are led through a discussion regarding a particular topic. A. Ethnographic research B. Focus group C. Animatic D. Quantitative research E. Perceptual mapping B Which of the following statements is true about focus groups? A. Focus group is a qualitative research technique. B. Focus group is a quantitative research technique. C. Focus groups involve observing consumers in their natural environment. D. Focus groups are not very useful in evaluating the viability of different creative approaches under consideration. E. Focus groups involve observing the natural habits of a particular group of consumers without their knowledge. A _____ research involves anthropologists or other types of trained researchers observing consumers in their natural environments. A. Psychographic B. Internalization C. Demographic D. Sociocultural E. Ethnographic E Researchers Daniel Miller and Don Slater monitored websites, lurked in chat rooms, and hung out in cyber cafés and observed how Internet users act. The users they observed consider the Internet to be a tool to augment traditional forms of communication. Miller and Slater conducted _____ research. A. e-marketing B. ethnographic C. demographic D. quantitative E. e-commerce B Canadian researchers went into people's homes and observed how they watched television and more specifically what they did when commercials came on. This was an example of _____ research. A. psychographic B. demographic C. ethnographic D. perceptual E. quantitative C At what stage of the creative process are various ideas evaluated and refined before actually being used? A. Preparation B. Incubation C. Illumination D. Verification/revision E. Verdict D At what stage of the creative process would consumers in the target audience be asked to evaluate storyboards and animatics? A. Preparation B. Incubation C. Verification/revision D. Illumination E. Verdict C A(n) ____ is a series of drawings used to present the visual plan or layout of a commercial along with a description of the audio for each scene. A. animatic B. rough layout C. storyboard D. creative map E. copy platform C To make a creative layout of a commercial more realistic, a(an) _____ may be produced by making a videotape of the _____ along with an audio soundtrack. A. animatic; storyboard B. storyboard; animatic C. animatic; copy platform D. copy platform; storyboard E. campaign; storyboard A The Rogers Agency wants to test a creative idea it has for a new commercial before moving ahead with the production of the spot. To make the test more realistic it wants to test both the visual layout of the commercial as well as the audio portion of the message. The commercial should be tested in which of the following forms? A. Storyboard B. Animatic C. Reaction profile D. Print copy E. Rough layout B One of the most popular and long-running advertising campaigns was created by the Leo Burnett agency for Maytag appliances. The ____ or central message of the advertising campaign was "Maytag Dependability." A. animatic B. campaign theme C. repositioning strategy D. copy platform E. product specific preplanning input B The print ads and the television ads for Maytag appliances were designed to show "The Loneliest Man in the World" was a Maytag repairman. Public appearances by the actor who appeared in the commercials as well as consumer brochures and point-of-purchase displays were also used in this interrelated and coordinated effort called a(n): A. advertising campaign. B. copy platform. C. animatic. D. campaign illumination. E. interrelated marketing campaign (IMC). A A(n) _____ is a series of advertising messages in a variety of media that center on a single theme or idea. A. advertising campaign B. copy platform C. unique proposition D. creative blueprint E. creative work plan A Visa credit cards ran ads for a number of years that center around the basic theme that "Visa Is Everywhere You Want to Be." These ads emphasized the fact that Visa is accepted more places than any of its competitors are. This is an example of a(n): A. inherent drama appeal. B. long-running advertising campaign. C. conflict between the agency and the client producing an inability to create a new campaign theme. D. copy platform. E. creative blueprint. B "Diamonds are forever," "Impossible is Nothing" and "Just do it" are all examples of: A. unique selling propositions. B. long-running advertising campaign themes. C. inherent drama appeals. D. copy platforms. E. creative blueprints. B A(n) _____ is a work plan or checklist that is used to guide the creative development of an advertising message or campaign. A. animatic B. working document C. copy platform D. selling idea E. unique selling proposition C Advertising campaign themes: A. are always tactical in nature and design. B. set the tone or direction for all of the individual ads that make up the campaign. C. are typically designed by the client and implemented by the agency. D. are usually used for ads that run in only one type of media vehicle. E. are usually developed with the intention of being used for a short period of time. B The copy platform: A. is typically developed by agency personnel with no input from the client. B. is developed by the client before ever meeting with the agency. C. often involves individuals from both the client side and agency personnel. D. has a predetermined format that makes it easier to compare platforms from two disparate products. E. typically contains both the advertising and the communications objectives. E According to A. Jerome Jeweler, the _____ is the strongest singular thing an advertiser can say about its product or service and should be the central point in every ad. A. unique selling plan (USP) B. mission statement C. major selling idea D. brand equity statement E. competitive advantage C According to well-known advertising executive John O'Toole, a flash of insight that joins together a product benefit with what consumers desire in a fresh, involving way is called a(n): A. unique selling theme. B. epiphany. C. revelation. D. big idea. E. illumination. D Leslie is working for a local agency as an intern. Her company has been hired to develop an advertising campaign for chain of coffee shops. She has been given the task of coming up with the big idea. You can tell her big ideas: A. are very easy to come by. B. really only matter in advertising for consumer products and not for retail establishments. C. are typically not the basis for effective advertising campaigns. D. are only effective in business-to-business advertising. E. could become the basis of very creative and successful advertising campaigns. E The "We try harder" and Wendy's "Where's the beef?" advertising campaign themes are examples of: A. universal selling propositions (USPs). B. big ideas that have been the basis for effective advertising campaigns. C. inherent drama approaches to developing big ideas. D. big ideas for ad campaigns that did not last very long. E. creative platforms that support products in the pioneering stage of their product life cycles. B Hubba Bubba bubble gum is the only chewing gum that lets you blow great big bubbles that won't stick to your face. This statement represents the gum's: A. unique selling proposition. B. illumination strategy. C. inherent drama. D. competitive weakness. E. brand equity. A Unlike other alkaline batteries and traditional rechargeable batteries, Rayovac Renewal alkaline battery is reusable 25 times or more. The ad headline read, "Introducing the Best-Performing Battery System in All of Creation." This ad was based on the Rayovac Renewal alkaline batteries: A. unique selling proposition. B. flexibility. C. inherent drama. D. tangibility. E. brand equity. A Poinsettias are a very popular plant during the Christmas season. A major problem for growers of poinsettias is root rot. Syngenta has developed a patented product that eliminates root rot when it is placed in soil mix in which the plants are grown. Syngenta can use _____ to develop its creative strategy for advertising this new product. A. brand image B. illumination C. unique selling proposition D. diversified promotion E. transformational advertising C Nizoral A-D shampoo is the only dandruff shampoo made with the number one doctor-prescribed ingredient, an ingredient that its manufacturer holds the patent on. This is the product's unique selling proposition (USP). Which of the following statements about this USP is true? A. This USP can be easily imitated. B. This USP does not benefit a large enough target market. C. This USP creates a sustainable competitive advantage. D. This USP will cause the copy platform to be more cognitive than affective. E. This USP allows for the creation of a strong brand personality C Poinsettias are a very popular plant during the Christmas season. A major problem for growers of poinsettias is root rot. Syngenta has developed a patented product that eliminates root rot when it is placed in soil mix in which the plants are grown. Unlike other unique selling propositions such as new packaging, this USP creates a(n): A. sustainable competitive advantage. B. need for a repositioning drama. C. opportunity for an flexibility ad appeal in the consumer market. D. potential weakness for Syngenta's competition. E. opportunity for ethnographic research. A When an advertiser uses an ad that emphasizes psychological associations and attempts to wrap the consumer's perceptions into a tight concept or symbol, what type of advertising approach is being used? A. Unique selling proposition B. Image advertising C. Inherent drama D. Attribute-based positioning E. Refutational appeal B All Nippon Airways (ANA) is the largest airline in the Far East. Its ads focus on the Japanese hospitality that is offered on its planes—everything from elegant tableware to the finest Far Eastern cuisine. If comfort and fine food is important to you when you travel, then you should think of ANA next time you are booking a flight to Asia. This development of a strong, memorable identity for ANA is an example of: A. a universal selling proposition. B. image advertising. C. an animatic. D. attribute-based positioning. E. refutational appeal. B Fortnum & Mason in London is a retail store committed to providing the best of traditional British meats and cooking. The store is lit by crystal chandeliers, and there are deep red carpets underfoot. The staff all wear tail-coats. Its ads want customers to associate the store with the royal treatment they will receive when they shop there. This development of a strong, memorable identity is an example of: A. a universal selling proposition. B. image advertising. C. inherent drama. D. attribute-based positioning. E. refutational appeal. B Spanish vintners want to improve consumers' perceptions of the sparkling wine they produce, which they contend is just as good as or even better than that produced in France. The French call the sparkling wine they produce in a specified region, champagne, and this is what most people choose when they are celebrating. Which of the following methods for developing a creative strategy for Spanish sparkling wine seems most appropriate? A. Testimonials B. Image advertising C. Brand-to-consumer relevance advertising D. Benefit-based positioning E. Refutational appeal B Which of the following statements is true about image advertising? A. It is used most often when there are significant functional or performance differences among brands. B. It is often used when competing brands are difficult to differentiate on a functional or performance basis. C. Advertisers often use it when their products or services offer a unique attribute or benefit to consumers. D. It is most commonly used for business-to-business products. E. It concentrates on those functional features of its product that are unique and cannot be imitated by the competitors. An approach to finding a major selling idea that uses consumer benefits as a foundation with an emphasis on presenting these benefits in a dramatic way is the _____ approach. A. unique selling proposition B. positioning C. inherent drama D. brand image E. benefit C An ad for Federal Express shows a toy manufacturer the day before announcing a new action-figure soldier. The CEO is being shown a tape of the commercial for the new figure and is not amused to see the macho soldiers wearing ballerina costumes. His assistant explains that he tried to use a cheaper carrier, and the tutus were sent instead of military uniforms. Across the bottom of the screen reads the logo, "When it absolutely has to get there, use FedEx." This ad is an example of the _____ approach. A. unique selling proposition B. positioning C. inherent drama D. brand image E. benefit C An ad for a medication that helps people undergoing chemotherapy feel more energetic showed a grandfather sorrowfully wishing he could participate in his grandson's birthday celebration. The next scene occurs at the birthday party and shows how much better the grandfather feels after taking the medication. This ad is an example of the _____ approach. A. unique selling proposition B. positioning C. inherent drama D. brand image E. benefit C Jack Trout and Al Ries introduced _____ as the basis for advertising strategy and creative development in the early 1970s. A. inherent drama B. positioning C. brand image D. unique selling proposition E. transformational advertising B _____ is the approach to finding a major selling idea can be done on the basis of product attributes, price/quality, usage or application, product users, or product class. A. Brand image B. Inherent drama C. Unique selling proposition D. Positioning E. Emotional appeals D Which of the following is often the basis of a marketer's creative strategy when the company has multiple brands competing in the same market? A. Unique selling proposition B. Brand image C. Inherent drama D. Transformational advertising E. Positioning E Procter & Gamble markets Zest, Safeguard, Camay, and Lava brands of bar soaps. Zest is a "get-you-started in the morning" soap. Safeguard is marketed as a germ-fighter. Camay cleans without drying or injuring the skin. Lava is for tough cleaning jobs. Procter & Gamble uses a(n) _____ strategy. A. brand image B. universal selling proposal (USP) C. inherent drama D. positioning E. divestment D General Mills has multiple brands of cereal that compete among themselves and with Post, Quaker, and Kellogg's brand cereals. General Mills would most likely use the _____ approach as a basis for its creative strategies. A. unique selling proposition B. brand image C. inherent drama D. positioning E. dramatization D Aurora Foods Inc. markets Log Cabin, Mrs. Butterworth's, and Aunt Jemima brands of pancake syrup. Aurora is most likely to use a _____ approach to developing creative strategy for each brand. A. inherent drama B. brand image C. unique selling proposition D. positioning E. repositioning D Procter & Gamble markets Tide, Cheer, Gain, Dash, Bold 3 and Ivory Snow detergents to a variety of different target markets. P&G advertises these different brands using what type of creative strategy? A. Inherent drama B. Brand image C. Unique selling proposition D. Positioning E. Repositioning D See 2 more Add or remove terms Cho