Chapter 13 Quiz

A creative​ strategy

is a statement or concept of what a particular message or campaign will say

The selling​ proposition:

is the promise or claim that captures the reason for buying the product or the benefit that ownership confers.

The words that are the spoken or written communication elements in advertisements are known as​ ________

copy

The creative​ execution

includes straight​ sell, scientific​ evidence, demonstration,​ comparison, testimonial, slice of​ life, animation,​ fantasy, and dramatization.

Worldwide, ________ is the​ number-one advertising medium.

television

________ companies top the list of big global advertising spenders

Consumer product

Which characteristics ARE in Japanese creative strategy?

A. Priority is placed on company trust rather than product quality. B. Famous celebrities appear as close acquaintances or everyday people. Your answer is not correct. C. Humor is used to create a bond of mutual feelings. D. Indirect rather than direct forms of expression are preferred in the messages

Arab vs US magazine advertisements

A. U.S. ads tend to have more information content. B. U.S. ads are more likely to include comparative appeals than Arabic ads. C. Context plays a greater role in interpreting an Arab message than in the United States. D. People are depicted less often in Arabic magazine ads.

Landor​ Associates, a company specializing in brand identity and​ design, recently determined that​ ________ has the number one​ brand-awareness and esteem position in the United States

Coca-Cola

Which of the following statements is​ FALSE?

In​ general, executives and top talent in the ad agency world often stay at one agency for their entire careers.

Which of the following statements is​ FALSE?

Picture-based assembly instructions without text are not suitable for a standardized approach

The top global marketer in terms of worldwide a spending in 2011 is​ ________.T

Procter​ & Gamble

________ leads the world in terms of watching the most television

Serbia

Which of the following examples best represents advocacy​ advertising?

The American International Automobile Dealers Association​ (AIADA) created a PR campaign message that foreign automakers account for a good number of U.S. jobs that would be jeopardized if the sanctions were enacted

Most of the 20 largest global advertising organizations ranked by 2010 gross income are​ ________

holding companies

The advertising​ appeal

is the communications approach that relates to the motives of the target audience.

Which of the following statements are​ TRUE about advertising?

-The ad agency world is fluid and dynamic. -Advertising is a​ fast-paced business. -Cross-border investment,​ spin-offs, joint​ ventures, and mergers and acquisitions are a fact of life in the ad agency world. -The industry is very mobile.

________ may be defined as any​ sponsored, paid message that is communicated in a nonpersonal way.

Advertising

Which of the following statements is FALSE comparing the content of magazine advertisements in the United States with those in the Arab​ world?

Arab ads contain more price information

Which of the following characteristics is NOT what Tamotsu Kishii identified about Japanese creative​ strategy?

Extensive dialogue or narration is used in television​ commercials, with maximum explanatory content

Which of the following chooses​ graphics, pictures, type​ styles, and other visual elements that appear in an​ ad?

The art director

Which of the following develops the​ headlines, subheads, and body copy used in print advertising and the scripts containing the words that are delivered by​ spokespeople, actors, or hired voice talents in broadcast​ ads?

The copywriter

Which of the following perspectives does NOT reflect the standardization approach to global​ advertising?

There are different needs in different countries.

The visual presentation of an advertisement refers to its​ ________

art direction

________ is the​ world's top advertising market

The United States

Which of the following statements about public relations is​ FALSE?

The objective of corporate advertising is to generate demand by​ informing, persuading,​ entertaining, or reminding customers

Adherents of an IMC approach explicitly recognize that the various elements of a​ company's communication strategy must be​ ________

coordinated

The big​ idea

synthesizes the purpose of the​ strategy, joins the product benefit with consumer desire in a​ fresh, involving​ way, brings the subject to​ life, and makes the reader or audience​ stop, look, and listen