MKT 6332 LECTURES 6-13 QUESTIONS WITH
VERIFIED ANSWERS
______ is a research technique whereby consumers are asked to generate an
exhaustive list of things that bother them or difficulties they encounter when using a
product or service. - Answers - Problem detection
There are five steps in the creative process as designed by James Webb Young, a
former creative director at the J. Walter Thompson agency. They are.... - Answers - 1)
immersion
2) digestion
3) incubation
4) illumination
5) verification
Hubba Bubba bubble gum is the only chewing gum that lets you blow great big bubbles
that won't stick to your face. This statement represents the gum's - Answers - unique
selling proposition
Procter & Gamble advertises its Tide brand of laundry detergent as tough and powerful
while its Bold brand is advertised as being a detergent plus fabric softener. These
different brands are being advertised by using what type of creative strategy? - Answers
- positioning
At what stage of the creative process would consumers in the target audience be asked
to evaluate storyboards and aniamatics? - Answers - verification/revision
How might an advertising creative specialist acquire general preplanning input about the
market for a calcium-enhanced sports drink - that can be used to develop the creative
strategy?
a. Talk to coaches and trainers to get their reactions to the new product.
b. Talk to nutritionists about the actual nutritional value of the added calcium.
c. Get a group of athletes to sample the drink and give their opinions about its taste and
consistency.
d. Read reports on consumers' feelings about the addition of vitamins and minerals to
their food.
e. Do all of the above. - Answers - e. All of the above
,A(n) ____ is a series of drawings used to present the visual plan or layout of a
commercial along with a description of the audio for each scene. - Answers - storyboard
You're in good hands with Allstate," "A diamond is forever" and "Aren't you glad you use
Dial?" are all examples of - Answers - long-running advertising campaign themes
To make a creative layout of a commercial more realistic, a(an) _____ may be produced
by making a videotape of the _____ along with an audio soundtrack. - Answers -
aniamatic; storyboard
_____ is the ability to generate fresh, unique, and appropriate ideas that can be used as
solutions to communication problems. - Answers - Advertising creativity
A(n) _____ refers to the approach used in an advertisement to elicit some consumer
response or influence feeling. The way this approach is turned into an advertising
message is the ________. - Answers - advertising appeal; creative execution style
_____ are catchy songs about a product or service that usually carry the advertising
theme and a simple message. - Answers - Jingles
Headlines that are very straightforward and informative in the message they are
presenting are known as _____ headlines. - Answers - direct
Professional golfer Arnold Palmer appears in ads advocating the engine protection cars
get from Pennzoil motor oil. This is an example of a(an): - Answers - endorsement
_____ is an occupational term in the advertising and music industries that refers to
prefabricated, multipurpose music that is often used as the background audio portion of
a commercial. - Answers - Needledrop
__________ advertising attempts to make the experience of using a product or service
richer, warmer, or more exciting. - Answers - Transformational
An ad for Enbrel, a new drug for people who have rheumatoid arthritis, tells the reader
that this drug has proven to work for people who have had little or no pain relief from
other drugs. The factual, newslike nature of the ad indicates it is using a(n) _____
appeal. - Answers - informational/rational
When a person speaks on the behalf of a product or service based on his or her
personal use of and/or experiences with it, a(n) _____ execution is being used. -
Answers - testimonial
_____ advertising is sometimes used to create curiosity and build interest and
excitement in a new product or brand by talking about it but not showing it. - Answers -
Teaser
, A widely used advertising execution style for packaged goods products which attempts
to portray a situation consumers might face in their daily lives is known as: - Answers -
slice of life
To calculate gross ratings points (GRPs), we would need to: - Answers - multiply reach
times frequency
Which of the following is NOT an advantage inherent in the selection of newspapers as
the media vehicle? - Answers - longevity
In calculating both the Brand Development Index (BDI) and the Category Development
Index (CDI) a media planner obtains the following results: High BDI and High CDI. What
do these results imply? - Answers - high market share and good market potential
In purchasing time on television, it often becomes difficult to determine the print
equivalent cost. As a result, some television rate cards now express costs in terms of
_____ so as to provide a comparable base. - Answers - CPM (cost per thousand)
My product is leather wallets, which are purchased at any time of the year, but more
often at Christmas and on Father's day. Given a limited budget, which strategy would
likely be the most effective if I wanted to try to stimulate trial and/or sales? - Answers -
pulsing
Seasonal products such as Mother's Day cards and Valentine candy would best make
use of which scheduling alternative? - Answers - flighting
The Wall Street Journal, Newsweek, and Ladies Home Journal are all examples of: -
Answers - media vehicles
General Foods wishes to determine the percentage of Maxwell House coffee sold in a
geographic area as compared with the percentage of the total population in this market.
The most appropriate index to use would be: - Answers - Brand Development Index
Given that the objective is to achieve maximum awareness in an undifferentiated target
market, the strategy should be to maximize: - Answers - reach
_____ is the number of times a receiver is exposed to a message in a given time period.
- Answers - frequency
Shows produced specifically for the syndication market such as "The Legends of
Hercules" and "Supermarket Sweep" are referred to as: - Answers - first-run syndication
_____ refers to the practice of fast-forwarding through commercials on prerecorded
programs, while _____ refers to channel changing via remote control mechanisms. -
Answers - Zipping; zapping
VERIFIED ANSWERS
______ is a research technique whereby consumers are asked to generate an
exhaustive list of things that bother them or difficulties they encounter when using a
product or service. - Answers - Problem detection
There are five steps in the creative process as designed by James Webb Young, a
former creative director at the J. Walter Thompson agency. They are.... - Answers - 1)
immersion
2) digestion
3) incubation
4) illumination
5) verification
Hubba Bubba bubble gum is the only chewing gum that lets you blow great big bubbles
that won't stick to your face. This statement represents the gum's - Answers - unique
selling proposition
Procter & Gamble advertises its Tide brand of laundry detergent as tough and powerful
while its Bold brand is advertised as being a detergent plus fabric softener. These
different brands are being advertised by using what type of creative strategy? - Answers
- positioning
At what stage of the creative process would consumers in the target audience be asked
to evaluate storyboards and aniamatics? - Answers - verification/revision
How might an advertising creative specialist acquire general preplanning input about the
market for a calcium-enhanced sports drink - that can be used to develop the creative
strategy?
a. Talk to coaches and trainers to get their reactions to the new product.
b. Talk to nutritionists about the actual nutritional value of the added calcium.
c. Get a group of athletes to sample the drink and give their opinions about its taste and
consistency.
d. Read reports on consumers' feelings about the addition of vitamins and minerals to
their food.
e. Do all of the above. - Answers - e. All of the above
,A(n) ____ is a series of drawings used to present the visual plan or layout of a
commercial along with a description of the audio for each scene. - Answers - storyboard
You're in good hands with Allstate," "A diamond is forever" and "Aren't you glad you use
Dial?" are all examples of - Answers - long-running advertising campaign themes
To make a creative layout of a commercial more realistic, a(an) _____ may be produced
by making a videotape of the _____ along with an audio soundtrack. - Answers -
aniamatic; storyboard
_____ is the ability to generate fresh, unique, and appropriate ideas that can be used as
solutions to communication problems. - Answers - Advertising creativity
A(n) _____ refers to the approach used in an advertisement to elicit some consumer
response or influence feeling. The way this approach is turned into an advertising
message is the ________. - Answers - advertising appeal; creative execution style
_____ are catchy songs about a product or service that usually carry the advertising
theme and a simple message. - Answers - Jingles
Headlines that are very straightforward and informative in the message they are
presenting are known as _____ headlines. - Answers - direct
Professional golfer Arnold Palmer appears in ads advocating the engine protection cars
get from Pennzoil motor oil. This is an example of a(an): - Answers - endorsement
_____ is an occupational term in the advertising and music industries that refers to
prefabricated, multipurpose music that is often used as the background audio portion of
a commercial. - Answers - Needledrop
__________ advertising attempts to make the experience of using a product or service
richer, warmer, or more exciting. - Answers - Transformational
An ad for Enbrel, a new drug for people who have rheumatoid arthritis, tells the reader
that this drug has proven to work for people who have had little or no pain relief from
other drugs. The factual, newslike nature of the ad indicates it is using a(n) _____
appeal. - Answers - informational/rational
When a person speaks on the behalf of a product or service based on his or her
personal use of and/or experiences with it, a(n) _____ execution is being used. -
Answers - testimonial
_____ advertising is sometimes used to create curiosity and build interest and
excitement in a new product or brand by talking about it but not showing it. - Answers -
Teaser
, A widely used advertising execution style for packaged goods products which attempts
to portray a situation consumers might face in their daily lives is known as: - Answers -
slice of life
To calculate gross ratings points (GRPs), we would need to: - Answers - multiply reach
times frequency
Which of the following is NOT an advantage inherent in the selection of newspapers as
the media vehicle? - Answers - longevity
In calculating both the Brand Development Index (BDI) and the Category Development
Index (CDI) a media planner obtains the following results: High BDI and High CDI. What
do these results imply? - Answers - high market share and good market potential
In purchasing time on television, it often becomes difficult to determine the print
equivalent cost. As a result, some television rate cards now express costs in terms of
_____ so as to provide a comparable base. - Answers - CPM (cost per thousand)
My product is leather wallets, which are purchased at any time of the year, but more
often at Christmas and on Father's day. Given a limited budget, which strategy would
likely be the most effective if I wanted to try to stimulate trial and/or sales? - Answers -
pulsing
Seasonal products such as Mother's Day cards and Valentine candy would best make
use of which scheduling alternative? - Answers - flighting
The Wall Street Journal, Newsweek, and Ladies Home Journal are all examples of: -
Answers - media vehicles
General Foods wishes to determine the percentage of Maxwell House coffee sold in a
geographic area as compared with the percentage of the total population in this market.
The most appropriate index to use would be: - Answers - Brand Development Index
Given that the objective is to achieve maximum awareness in an undifferentiated target
market, the strategy should be to maximize: - Answers - reach
_____ is the number of times a receiver is exposed to a message in a given time period.
- Answers - frequency
Shows produced specifically for the syndication market such as "The Legends of
Hercules" and "Supermarket Sweep" are referred to as: - Answers - first-run syndication
_____ refers to the practice of fast-forwarding through commercials on prerecorded
programs, while _____ refers to channel changing via remote control mechanisms. -
Answers - Zipping; zapping
