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