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207) Maintaining consistent product positioning throughout a brand's life makes it more likely
that a consumer will place the brand in his or her cognitive map.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 5-6
208) In terms of campaign duration, changing ads within a campaign frequently will increase
brand recall and enhance the probability the message will be embedded in the consumer's long-
term memory.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-6
209) Identify the most common advertising goals.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-6
210) All of the following are components of a creative brief except:
A) stating which media will be used in the campaign.
B) the objective of the campaign.
C) the target market for the campaign.
D) outlining the message theme.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-7
48
211) A creative brief may include all of the following except:
A) an objective of building brand image.
B) specifying the target audience.
C) describing the public relations program.
D) a clear message theme.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-7
212) The first step in preparing a creative brief is to identify the:
A) target audience.
B) support.
C) objective.
D) message theme.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-7
213) In a creative brief, the target audience information should contain:
A) only basic demographic information, such as gender and age.
B) information about the users of a particular product.
C) not only demographic information, but also psychographic information and any other
information that will help the creative better understand the target audience.
D) past purchase behavior of every company or consumer that has purchased the product in
addition to the demographic information.
Question Tag: Critical Thinking
AACSB Category: Application of knowledge
Objective: 5-7
214) In a creative brief, the message theme is the:
A) rationale behind a unique selling point.
B) benefit or promise the advertiser wants to convey.
C) written or verbal component of the ad.
D) information provided in the ad to support the key idea.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-7
49
215) In a creative brief, the message theme is:
A) a form of leverage point.
B) the media choices a company makes.
C) the key idea(s) an advertisement conveys.
D) the type of appeal that is used in an advertisement.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-7
216) A "left-brain" advertisement is:
A) oriented towards the logical, rational side of the brain.
B) oriented towards the emotional or feeling side of the brain.
C) used primarily for consumer advertisements.
D) used with pulsating distribution schedules.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-7
217) A "right-brain" advertisement is:
A) oriented towards the logical, rational side of the brain.
B) oriented towards the emotional or feeling side of the brain.
C) used primarily for business-to-business advertisements.
D) used with pulsating distribution schedules.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-7
218) The advertising support component of the creative brief includes:
A) media selection and media buys.
B) the creative brief's constraint component.
C) the nature of the advertising appeal.
D) the facts which substantiate a unique selling point.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-7
50
219) In a creative brief, an endorsement by 8 out of 10 doctors recommending a product is a
form of:
A) disclaimer.
B) message theme.
C) support.
D) constraint.
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 5-7
220) Which product is most likely to include a disclaimer warranty?
A) Medicine
B) Shirt
C) Hammer
D) Scotch tape
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 5-7
221) A disclaimer warranty typically specifies each of the following except:
A) the conditions under which a warranty will be honored.
B) statements about past legal actions regarding the product.
C) potential hazards associated with products.
D) the terms of financing agreements, bonuses, and discounts.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-7
222) For a creative brief, constraints include all of the following except:
A) left-brained appeals.
B) disclaimers.
D) trademarks.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-7
51
223) One key step in preparing a creative brief is to identify the target audience of the ad.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-7
224) In preparing a creative brief, the only information required in terms of the target audience is
demographic characteristics. The creative can research the other information as he or she designs
the ad.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-7
225) In a creative brief, the message theme is the benefit or promise the advertiser will use to
reach consumers or businesses.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-7
226) A "left-brain" advertisement is oriented towards emotion and feelings.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-7
227) A " right-brain" advertisement is logical, factual, and rational.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-7
228) In terms of the creative brief, the support takes the form of facts that substantiate the
message theme.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-7
52
229) In terms of the creative brief, legal and mandatory restrictions placed on advertisements are
also called constraints.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-7
230) List the elements of a creative brief.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-7
231) In a means-end chain for milk, the calcium content of milk leads to healthier bones, which
leads to a display of wisdom and a comfortable life free of osteoporosis. The healthier bones
component of the means-end chain is the:
A) product attribute.
B) consumer benefit.
C) leverage point.
D) personal value.
Question Tag: Application
AACSB Category: Reflective thinking
Objective: 6-1
232) In a radio advertisement, if a consumer can see an image in the mind, then the effect is
greater:
A) than if the consumer could see the actual visual.
B) only if the image is concrete.
C) only if the image is abstract.
D) than an ad with an abstract image, but less effective than an ad with a concrete image.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 6-3
53
