ligma

________ includes an assessment of a brand's role and performance in the marketplace, as well as an investigation of the brand's relationship with its customers.

Brand experience research

________ is the consumer decision-making stage in which brand communication helps sort out products on the basis of tangible and intangible features.

Evaluation of alternatives

A ________ is a creative concept that becomes a point of focus for communicating the message strategy.

big idea

In which step of the classic creative process does the problem solver hit a blank wall and want to give up?

brainfog

Which of the following refers to the mental impression that consumers construct for a product?

brand image

A brand that consumers describe as loving, trustworthy, or protective has most likely established a ________.

brand personality

Which of the following is NOT included in a typical creative brief?

budget

Which of the following best explains the goal of neuromarketers?

collecting data about responses to ads and products by scanning consumers' brains

What is at the core of all account planning?

consumer research

________ specialize in identifying trendy fads that appeal to young people.

cool hunters

Office rules, rigid work hours, and dress codes are all aspects of ________.

corporate culture

Which of the following is a style of thinking that explores multiple possibilities?

divergent thinking

When www.women.com advertises that "It's where today's educated, affluent women find in-depth coverage on issues they care about," it is using the strategy of comparison.

false

In which advertising message does a speaker present evidence and use an argument to persuade the audience?

lecture

When conducting a ________, the advertising planner will either begin an assignment by collecting every possible piece of advertising and other form of marketing communication by the brand, as well as its competitors' communication and other relevant categories.

marketing communication audit

The basic driving forces that motivate us to do something are called ________.

needs

Firms that specialize in interviewing, observing, recording, and analyzing the behavior of those who purchase or influence the purchase of a particular good or service are called ________ research suppliers.

primary

Before the advertising agency created any advertising for this new brand of cereal, people working on the account started reading everything they could find on the product, company, industry, and competition. This is known as ________ research.

secondary

The advertising that launched General Motors' OnStar GPS system used a Batman theme.

semiotic analysis

The advertising that launched General Motors' OnStar GPS system used a Batman theme. Looking at the commercial in terms of signs and symbols, it is possible to discover the obvious and hidden meanings of the message. For instance, the "bat beacon" becomes the OnStar for the average person who wants to have the wonderful technology toys Batman had. This is an example of ________.

semiotic analysis

The objective of ________ is to examine symbolism and signs in a message, uncovering layers and types of meanings that might be particular to different groups of customers.

semiotic analysis

Which dimension of effective advertising represents the "science" part?

strategic dimension

A true Big Idea is risky because it is new and unexpected.

true

Which of the following involves interactive conversation about a brand and is increasingly important as consumers engage with brand content across social media platforms?

user experience design