STUKENT ADV 205 - FINAL EXAM QUESTIONS
According to the chapter, because of ____, the advertising strategy process is not as
simple as just doing some research and then producing some advertising messages
that seem to resonate with consumers.
Competition
A brand level, this, according to the chapter, is the process of creating differentiation.
Positioning
The chapter calls this an advertising campaign's most important document.
Communications brief
This is a matrix where key emotional and / or rational shopping criteria in the category is
placed on an x- and y-axis.
Gap analysis
According to the chapter, “A ____ helps you ensure your brand is differentiated in its
category and that its benefit is relevant to its target.”
Positioning statements
This component of a communications brief is a statement of what advertising needs to
accomplish and outlines specific, measurable goals and an accompanying timetable.
Objective
The ____ is — in a single phrase — what the advertising will actually attempt to
communicate.
, Proposition
This contextualizes the objective, target audience, proposition, tonality, and other
elements of the advertisement or campaign to be concepted.
Communications Brief
True or False: The positioning statement will have enough information to help those in
advertising create specific messaging and media strategies to carry that message.
False
A ____ provides a simple and easy-to-remember format that highlights the things that
make your product unique, memorable, and competitive.
Positioning Statement
True or False: The creative team members, who will be developing the advertising
ideas, are key recipients of the communications brief.
True
True or False: The tonality section of a communications brief is often very short — just a
few adjectives about the feel the advertising should have.
True
True or False: An advantage of the industry-standard communications brief is that after
its content has been crafted, the brief does not change despite the "always on" media
environment.
False
According to the chapter, because of ____, the advertising strategy process is not as
simple as just doing some research and then producing some advertising messages
that seem to resonate with consumers.
Competition
A brand level, this, according to the chapter, is the process of creating differentiation.
Positioning
The chapter calls this an advertising campaign's most important document.
Communications brief
This is a matrix where key emotional and / or rational shopping criteria in the category is
placed on an x- and y-axis.
Gap analysis
According to the chapter, “A ____ helps you ensure your brand is differentiated in its
category and that its benefit is relevant to its target.”
Positioning statements
This component of a communications brief is a statement of what advertising needs to
accomplish and outlines specific, measurable goals and an accompanying timetable.
Objective
The ____ is — in a single phrase — what the advertising will actually attempt to
communicate.
, Proposition
This contextualizes the objective, target audience, proposition, tonality, and other
elements of the advertisement or campaign to be concepted.
Communications Brief
True or False: The positioning statement will have enough information to help those in
advertising create specific messaging and media strategies to carry that message.
False
A ____ provides a simple and easy-to-remember format that highlights the things that
make your product unique, memorable, and competitive.
Positioning Statement
True or False: The creative team members, who will be developing the advertising
ideas, are key recipients of the communications brief.
True
True or False: The tonality section of a communications brief is often very short — just a
few adjectives about the feel the advertising should have.
True
True or False: An advantage of the industry-standard communications brief is that after
its content has been crafted, the brief does not change despite the "always on" media
environment.
False
