Advertising And Integrated Brand Promotion, International Edition 5th Edition Thomas – Test Bank

Chapter 11 – Message Strategy

TRUE/FALSE

1. All advertising message strategies fall into one of 6 basic categories.

ANS: F DIF: Easy REF: p. 340 OBJ: 11-1
TYP: Knowledge

2. If an advertisement meets its brand recall objective with a consumer, the consumer will most likely purchase the product.

ANS: F DIF: Moderate REF: p. 341-342 OBJ: 11-1
TYP: Comprehension

3. The unique selling proposition (USP) style of advertising is a method associated with the objective of linking a key attribute to the brand name.

ANS: T DIF: Moderate REF: p. 344 OBJ: 11-1
TYP: Comprehension

4. When advertisers hope that consumers will transfer positive feelings for an advertisement to positive feelings for a brand, they use “feel good” advertising.

ANS: T DIF: Moderate REF: p. 351 OBJ: 11-2
TYP: Comprehension

5. Sometimes feel good ads try to get the consumer not to think about certain things.

ANS: T DIF: Moderate REF: p. 352 OBJ: 11-2
TYP: Comprehension

6. There is evidence that as the media environment becomes simpler, the affective (or feeling) ads may actually do better than thought-based ads.

ANS: F DIF: Moderate REF: p. 353 OBJ: 11-2
TYP: Comprehension

7. A fear appeal message strategy highlights the risk of physical harm or the negative social consequences of not using a certain brand.

ANS: T DIF: Easy REF: p. 358 OBJ: 11-2
TYP: Knowledge

8. A concern with using an intense level of fear-appeal advertising is that it may short circuit persuasion and prompt a negative attitude toward the brand.

ANS: T DIF: Moderate REF: p. 360 OBJ: 11-2
TYP: Comprehension

9. An ad that takes “the P&G approach” relies on the hard-sell approach to persuasion.

ANS: F DIF: Moderate REF: p. 347 OBJ: 11-2
TYP: Knowledge

10. The theory behind transformational ads is that the advertisements can actually improve the consumption experience.

ANS: T DIF: Moderate REF: p. 362 OBJ: 11-1
TYP: Comprehension

11. An advertisement shows a newlywed couple convincing the husband’s parents that the newlyweds have a cappuccino maker when the newlyweds are really serving cups of instant cappuccino. This is a slice-of-life advertisement that attempts to situate a brand in a social context.

ANS: T DIF: Difficult REF: p. 364 OBJ: 11-2
TYP: Application