Chapter 10

Question 0

Appropriateness

Answer 0

Means that an advertisement must provide information that is pertinent to the advertised brand Relative to other brands in the product category

Question 1

Connectedness

Answer 1

Address is whether an advertisement reflects empathy, creates a bond, and is relevant with target audience is basic needs and wants as they relate to making a brand choice description in a product category

Question 2

Novel ads

Answer 2

Are unique fresh and unexpected

Question 3

Brand-name

Answer 3

The easiest and most likely take away from a commercial that viewers retain in memory

Question 4

Generics

Answer 4

Represents the major selling claim associated with the advertised brand

Question 5

Attitudinal response/feelings

Answer 5

A variety of positive and negative feelings

Question 6

Commercial specifics

Answer 6

Involve the elements in the execution of the advertisement such as a spokesperson or endorser

Example: Aaron Rodgers = milk mustache

Question 7

Specific sales message

Answer 7

The last or highest level of an impression viewers retain

Question 8

Advertising plans

Answer 8

Provide the framework for the systematic execution of advertising strategies

Question 9

Advertising strategy

Answer 9

Is what the advertiser says about the branding being advertised

Question 10

Creative brief

Answer 10

Is the blueprint or guide that links the advertising strategy with the execution of the ad campaign

Question 11

Attributes

Answer 11

Are features or aspects of advertised brands

Question 12

Consequences

Answer 12

Or what consumers hope to receive or avoid when consuming brands

Question 13

Values

Answer 13

Represent those in during the leafs people hold regarding what is important in life

Question 14

Laddering

Answer 14

Involves in depth one on one interviews that typically last 30 minutes to an hour more

Question 15

Generic style

Answer 15

Or strategy uses a straightforward products claim with no assertions of brand superiority

Question 16

Preemptive style

Answer 16

A second category dominance technique is employed what an advertiser makes a generic type claim but does so with you assertion of superiority

Question 17

Unique selling proposition style

Answer 17

And advertiser makes a superior claim based on a unique product attributes that represents a meaningful distinctive consumer benefit

Question 18

Resonant advertising

Answer 18

One that is symbolic or experiential oriented, extends from the psychographic research and structures an advertising campaign to pattern the prevailing lifestyle orientation of the intended market segment.

Question 19

Corporate image advertising

Answer 19

1) increase a firm’s name recognition
2) establish Goodwill for the company and its products
3) identify itself with some meaningful and social acceptable activity