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Florida State University ADV 3008 Ch

Marketing

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Florida State University

ADV 3008

Ch.6 quiz

1)Creativity can be considered all of the following except            

-              Combining existing elements into new forms

-                              Seeing a problem and developing appropriate solutions

-              Generating new ideas

-              Constructing, building or creating

 

2. It is not easy enough for the “big idea” to take into account the consumers problems, feelings and needs. It must also       

-                              Separate the product from the competition

-              Appeal to as many people as possible

-              Be easy to implement

-              Have instant impact

 

3. All advertising contains            

-              Pricing and location information

-              Emotional and dramatic components

-              Humorous and informative content

-                              Rational and emotional elements

 

4. You are creating an advertising campaign for a product that you have determined needs to have strong emotional draw. Your agency has decided to use a music jingle in every ad as an emotional appeal. The use of music in each ad can be best identified as an example of                

 

-              Attribute affirmation

-                              Borrowed interest

-              Minimizing information

-              Focusing on rational appeals

 

5. Product appeals are usually   

-              Benefit oriented

-              Used for only new product introductions

-              Very emotional

-                              Information based

 

6. The difference between a competitive advantage appeal and a comparative advertising appeal is that             

-              Competitive advantage is used for new product introductions

-              Competitive advantage is now considered deceptive by the FTC

-                              There is no difference

-              Competitive advantage is slightly more effective

 

7. Consumer appeals focus primarily on                

-              Product features

-                              Brand benefits

-              Prices

-              Rational content

 

8. The most emotional consumer appeal is          

-              Consumer savings

-                              Self enhancement

-              Fear

-              Subsidized product trial

 

9. When an advertisement relies on too much fear it is often ineffective because            

-              Too much fear is not needed

-              Too much fear can go unrecognized

-              Too much fear may reduce risk

-                              Too much fear can cause message rejection

 

10. A subsidized product trial appeal is designed to reduce the   of an initial trial purchase of a product.

-              Cost

-              Guilt

-                              Risk

-              Inconvenience