JMC 3303 FINAL EXAM QUESTIONS
WITH CORRECT ANSWERS
The Execution Process - Correct Answers -determines how the messages will look,
read, and sound in it's final form.
The role music plays in the execution process - Correct Answers -creates + reinforces
emotional tone
Recall - Correct Answers -viewers can remember and retell messages to which they
were exposed
Recognition - Correct Answers -viewers can identify brand or message when they
see/hear it again
Relevance - Correct Answers -extent to which the images, ideas, concepts, and
advertised product attributes overlap with TARGET NEEDS + WANTS
Resonance - Correct Answers -extent to which the images, ideas, concepts, and
advertised product attributes connect in TARGET'S HEART + MIND
Likeability of an Ad - Correct Answers -the best single predictor of an ad's sales
effectiveness
Sales Promotion: How Does it Differ from Advertising? - Correct Answers -Advertising
cultivates long-term demand
Encourages brand loyalty and repeat purchases
Promotes image orientation
Obtain long-term effects often difficult to measure
Sales Promotion: Why is it growing? - Correct Answers -Demand for greater
accountability
Short-term orientation
Consume response to promotions
Proliferation of brands
Increased power of retailers
Clutter
Sales Promotion: What are the risks? - Correct Answers -Creating a price orientation
, Borrowing from future sales
Risk of alienating consumers
Managerial time and expense
Legal considerations
Different types of appeals - Correct Answers -Logical, Values, Fear, Humor, Sex
Logical - Correct Answers -describes the products features, advantages, and price
Values - Correct Answers -Ex. "appreciate, support, and design products for a
traditional American family"
Fear - Correct Answers -focuses on the negative consequences that can result unless
customer takes recommended action
Humor - Correct Answers -reduces counter arguing
Sex - Correct Answers -ads that are vaguely suggestive, subtle, or loud including sex
types of executional freamworks - Correct Answers -Lifestyle and Scientific
Lifestyle - Correct Answers -shows how the product fits into your life
Scientific - Correct Answers -uses research and evidence to show the brands
superiority over other brands
pass-along relationship - Correct Answers ---magazines can be read by multiple people
-- readers have positive feelings about pass-along copies.
return on investment - Correct Answers -viewership ratings and ROI -- a questionable
relevance because the ratings only show whether the viewer watches the show.
metrics for traditional advertising - Correct Answers -Advertising awareness, Trial,
Qualitative Evidence
Advertising Awareness - Correct Answers -How many people saw your ad and
recognized the brand?
Trial - Correct Answers -Did more people try the product after they saw your ads?
Qualitative Evidence - Correct Answers -working mothers in 4 focus groups absolutely
loved the ads
traditional media - Correct Answers -Broadcast - CPM
TV - viewershp
Print - starch test
WITH CORRECT ANSWERS
The Execution Process - Correct Answers -determines how the messages will look,
read, and sound in it's final form.
The role music plays in the execution process - Correct Answers -creates + reinforces
emotional tone
Recall - Correct Answers -viewers can remember and retell messages to which they
were exposed
Recognition - Correct Answers -viewers can identify brand or message when they
see/hear it again
Relevance - Correct Answers -extent to which the images, ideas, concepts, and
advertised product attributes overlap with TARGET NEEDS + WANTS
Resonance - Correct Answers -extent to which the images, ideas, concepts, and
advertised product attributes connect in TARGET'S HEART + MIND
Likeability of an Ad - Correct Answers -the best single predictor of an ad's sales
effectiveness
Sales Promotion: How Does it Differ from Advertising? - Correct Answers -Advertising
cultivates long-term demand
Encourages brand loyalty and repeat purchases
Promotes image orientation
Obtain long-term effects often difficult to measure
Sales Promotion: Why is it growing? - Correct Answers -Demand for greater
accountability
Short-term orientation
Consume response to promotions
Proliferation of brands
Increased power of retailers
Clutter
Sales Promotion: What are the risks? - Correct Answers -Creating a price orientation
, Borrowing from future sales
Risk of alienating consumers
Managerial time and expense
Legal considerations
Different types of appeals - Correct Answers -Logical, Values, Fear, Humor, Sex
Logical - Correct Answers -describes the products features, advantages, and price
Values - Correct Answers -Ex. "appreciate, support, and design products for a
traditional American family"
Fear - Correct Answers -focuses on the negative consequences that can result unless
customer takes recommended action
Humor - Correct Answers -reduces counter arguing
Sex - Correct Answers -ads that are vaguely suggestive, subtle, or loud including sex
types of executional freamworks - Correct Answers -Lifestyle and Scientific
Lifestyle - Correct Answers -shows how the product fits into your life
Scientific - Correct Answers -uses research and evidence to show the brands
superiority over other brands
pass-along relationship - Correct Answers ---magazines can be read by multiple people
-- readers have positive feelings about pass-along copies.
return on investment - Correct Answers -viewership ratings and ROI -- a questionable
relevance because the ratings only show whether the viewer watches the show.
metrics for traditional advertising - Correct Answers -Advertising awareness, Trial,
Qualitative Evidence
Advertising Awareness - Correct Answers -How many people saw your ad and
recognized the brand?
Trial - Correct Answers -Did more people try the product after they saw your ads?
Qualitative Evidence - Correct Answers -working mothers in 4 focus groups absolutely
loved the ads
traditional media - Correct Answers -Broadcast - CPM
TV - viewershp
Print - starch test
