Advertising Concept and Copy 3rd Edition George Felton Chapters 1-6 Exam Questions and Answers
Solved Correctly
strategy in advertising - Answers the "what", the plan of attack, the big idea, the selling argument
execution in advertising - Answers the "how", the form the strategy takes, the images, the language, and
media that you use
3 key areas needed to understand in order to develop a strong advertising strategy - Answers The
product, The customer, The Marketplace
Strong advertising Strategy: Product - Answers determine what you are selling: it could be more or
different than it might appear
Strong advertising Strategy: Customer - Answers Who are you selling to? Have you located the people
who are your best market? You need to understand people's relationships with products and what they
want from them. What needs does your product address? What problems does it solve?
Strong advertising Strategy: Marketplace - Answers How do your brand, it's products, and it's advertising
fit into the array around them? How will your brand stand out in the marketplace? Why choose it
instead of a competing brand?
What does it mean to "steep yourself in information"? - Answers Be an expert on the product. Get over
informed. Each ad should show clearly the homework required to think it up.
What are the various ways to learn about your client's product? - Answers 1. If possible, use the
product. 2. Become it's student, learn what is in it or how it is made. 3. Ask dealers about its brand and
it's competition. 4. Find out what consumers think of the brand, product, and category. 5. Learn about
the product category. 6. Visit a library, online or in person.
Key questions needed to answer as you think about the client's competition. - Answers 1. Who is your
client's competition exactly? (It may not just be other competing brands). 2. What product categories
should your clients compete in?
target audience - Answers The audience that needs to be reached to sell your product or service.
Why is your Target Audience important? - Answers Because one size fits all marketing rarely works and
you need to use demographics and psychographics to define your audience and how to sell to them.
demographics - Answers groups defined by socioeconomic and cultural variables. (ex. gender, age,
geographic location, mobility, income, expenditures, occupation, education,race, nationality, religion,
marital status, family status)
Why are demographics important? - Answers These variables don't just say who to sell to but how to sell
it to them.
, psychographics - Answers people's attitudes, opinions, habits, personality traits, lifestyles, and social
class.
Why are psychographics important? - Answers These help define target markets, create profiles of
targeted consumers and determine advertising strategies for them.
audience segmentation - Answers dimensions by market segments can be defined
Maslow's Hierarchy of Needs - Answers physiological, safety, love/belonging, esteem, self-actualization
Maslow's Hierarchy of Needs: Physiological - Answers hunger, thirst, warmth, pain avoidance, sexual
release
Maslow's Hierarchy of Needs: Safety - Answers housing, clothing, financial needs, physical security
Maslow's Hierarchy of Needs: Love and Belongingness - Answers Social acceptance, intimacy
According to Maslow's Hierarchy of Needs, social acceptance and intimacy describe a _________ need. -
Answers Love and Belongingness
Maslow's Hierarchy of Needs: Esteem - Answers feeling of adequacy, achievement, approval, prestige,
social status
According to Maslow's Hierarchy of Needs, feelings of adequacy, achievement, approval, prestige and
social status describe a _________ need. - Answers Esteem
Maslow's Hierarchy of Needs: Self Actualization - Answers need to understand, cognitively and
aesthetically the ultimate integration of the self and realization of one's highest inner potential
According to Maslow's Hierarchy of Needs, the need to understand, cognitively and aesthetically the
ultimate integration of the self and realization of one's highest inner potential describes a _________
need. - Answers Self Actualization
15 higher level needs - Answers Achievement, Independence, Exhibition, Recognition, Dominance,
Affiliation, Nurturance, Succorance, Sexuality, Stimulation, Diversion, Novelty, Understanding,
Consistency, Security
Higher Level needs: Achievement - Answers need to perform difficult tasks, exercise one's skills
Higher Level needs: Independence - Answers need to be autonomous, have options, be different
Higher Level needs: Exhibition - Answers need to gain public attention, be noticed, show off
Higher Level needs: Recognition - Answers need to be highly regarded by others, to be held up as a good
example
Higher Level needs: Dominance - Answers need to exercise power over others, have influence, direct
and supervise
Solved Correctly
strategy in advertising - Answers the "what", the plan of attack, the big idea, the selling argument
execution in advertising - Answers the "how", the form the strategy takes, the images, the language, and
media that you use
3 key areas needed to understand in order to develop a strong advertising strategy - Answers The
product, The customer, The Marketplace
Strong advertising Strategy: Product - Answers determine what you are selling: it could be more or
different than it might appear
Strong advertising Strategy: Customer - Answers Who are you selling to? Have you located the people
who are your best market? You need to understand people's relationships with products and what they
want from them. What needs does your product address? What problems does it solve?
Strong advertising Strategy: Marketplace - Answers How do your brand, it's products, and it's advertising
fit into the array around them? How will your brand stand out in the marketplace? Why choose it
instead of a competing brand?
What does it mean to "steep yourself in information"? - Answers Be an expert on the product. Get over
informed. Each ad should show clearly the homework required to think it up.
What are the various ways to learn about your client's product? - Answers 1. If possible, use the
product. 2. Become it's student, learn what is in it or how it is made. 3. Ask dealers about its brand and
it's competition. 4. Find out what consumers think of the brand, product, and category. 5. Learn about
the product category. 6. Visit a library, online or in person.
Key questions needed to answer as you think about the client's competition. - Answers 1. Who is your
client's competition exactly? (It may not just be other competing brands). 2. What product categories
should your clients compete in?
target audience - Answers The audience that needs to be reached to sell your product or service.
Why is your Target Audience important? - Answers Because one size fits all marketing rarely works and
you need to use demographics and psychographics to define your audience and how to sell to them.
demographics - Answers groups defined by socioeconomic and cultural variables. (ex. gender, age,
geographic location, mobility, income, expenditures, occupation, education,race, nationality, religion,
marital status, family status)
Why are demographics important? - Answers These variables don't just say who to sell to but how to sell
it to them.
, psychographics - Answers people's attitudes, opinions, habits, personality traits, lifestyles, and social
class.
Why are psychographics important? - Answers These help define target markets, create profiles of
targeted consumers and determine advertising strategies for them.
audience segmentation - Answers dimensions by market segments can be defined
Maslow's Hierarchy of Needs - Answers physiological, safety, love/belonging, esteem, self-actualization
Maslow's Hierarchy of Needs: Physiological - Answers hunger, thirst, warmth, pain avoidance, sexual
release
Maslow's Hierarchy of Needs: Safety - Answers housing, clothing, financial needs, physical security
Maslow's Hierarchy of Needs: Love and Belongingness - Answers Social acceptance, intimacy
According to Maslow's Hierarchy of Needs, social acceptance and intimacy describe a _________ need. -
Answers Love and Belongingness
Maslow's Hierarchy of Needs: Esteem - Answers feeling of adequacy, achievement, approval, prestige,
social status
According to Maslow's Hierarchy of Needs, feelings of adequacy, achievement, approval, prestige and
social status describe a _________ need. - Answers Esteem
Maslow's Hierarchy of Needs: Self Actualization - Answers need to understand, cognitively and
aesthetically the ultimate integration of the self and realization of one's highest inner potential
According to Maslow's Hierarchy of Needs, the need to understand, cognitively and aesthetically the
ultimate integration of the self and realization of one's highest inner potential describes a _________
need. - Answers Self Actualization
15 higher level needs - Answers Achievement, Independence, Exhibition, Recognition, Dominance,
Affiliation, Nurturance, Succorance, Sexuality, Stimulation, Diversion, Novelty, Understanding,
Consistency, Security
Higher Level needs: Achievement - Answers need to perform difficult tasks, exercise one's skills
Higher Level needs: Independence - Answers need to be autonomous, have options, be different
Higher Level needs: Exhibition - Answers need to gain public attention, be noticed, show off
Higher Level needs: Recognition - Answers need to be highly regarded by others, to be held up as a good
example
Higher Level needs: Dominance - Answers need to exercise power over others, have influence, direct
and supervise
