Integrated Advertising Promotion And Marketing Communications 1st Canadian Edition By Clow – Test Bank

Integrated Advertising Promotion And Marketing Communications 1st Canadian Edition By Clow – Test Bank

Chapter 5 Creative Strategy

1) Brent Mykyte, a creative lead, believed that there are two sets of necessary skills to be truly effective in creative development.

1. True
2. False

Answer: a

Diff: 3

Type: TF

Page Reference: 120

Skill: Application

Objective: 5-1

2) The first skill that Brent Mykyte, a creative lead, believes is a necessary skill to be truly effective in creative development is academic training.

1. True
2. False

Answer: a

Diff: 3

Type: TF

Page Reference: 147

Skill: Application

Objective: 5-1

3) There are five components that make up the creative brief.

1. True
2. False

Answer: a

Diff: 2

Type: TF

Page Reference: 123

Skill: Concept

Objective: 5-1

4) The creative brief provides the background for the creative work on an advertisement or advertising campaign.

1. True
2. False

Answer: a

Diff: 2

Type: TF

Page Reference: 123

Skill: Concept

Objective: 5-2

5) The hierarchy of effects model aids in clarifying the target audience of an advertising campaign and the development of individual ads.

1. True
2. False

Answer: b

Diff: 1

Type: TF

Page Reference: 125

Skill: Concept

Objective: 5-3

6) There is a sequential set of steps that leads to a purchase, according to the hierarchy of effects model.

1. True
2. False

Answer: a

Diff: 1

Type: TF

Page Reference: 125

Skill: Concept

Objective: 5-3

7) The first stage in the hierarchy of effects model is awareness.

1. True
2. False

Answer: a

Diff: 1

Type: TF

Page Reference: 125

Skill: Concept

Objective: 5-3

8) The second stage in the hierarchy of effects model is awareness, which follows liking.

1. True
2. False

Answer: b

Diff: 2

Type: TF

Page Reference: 125

Skill: Concept

Objective: 5-3

9) The third stage in the hierarchy of effects model is liking, which follows awareness.

1. True
2. False

Answer: a

Diff: 2

Type: TF

Page Reference: 125

Skill: Concept

Objective: 5-3

10) The fourth stage in the hierarchy of effects model is preference, which follows awareness and liking.

1. True
2. False

Answer: a

Diff: 2

Type: TF

Page Reference: 125

Skill: Concept

Objective: 5-3

11) The final stage in the hierarchy of effects model is the actual purchase.

1. True
2. False

Answer: a

Diff: 1

Type: TF

Page Reference: 125

Skill: Concept

Objective: 5-3

12) The final stage in the hierarchy of effects model is liking and/or preference.

1. True
2. False

Answer: b

Diff: 2

Type: TF

Page Reference: 125

Skill: Concept

Objective: 5-3

13) A shopper who sees an item in a store, becomes intrigued, asks for information, and then makes a purchase is following the sequence of the hierarchy of effects model.

1. True
2. False

Answer: a

Diff: 3

Type: TF

Page Reference: 125

Skill: Application

Objective: 5-3

14) One criticism of the hierarchy of effects model is that when making purchases, consumers and businesses do not always follow the six steps in a sequential order.

1. True
2. False

Answer: a

Diff: 2

Type: TF

Page Reference: 125

Skill: Concept

Objective: 5-3

15) The major benefit of the hierarchy of effects model is that it is one method to identify the typical steps consumers and businesses take when making purchases.

1. True
2. False

Answer: a

Diff: 2

Type: TF

Page Reference: 125

Skill: Concept

Objective: 5-3

16) To achieve brand loyalty, advertisers must address all six stages of the hierarchy of effects model.

1. True
2. False

Answer: a

Diff: 2

Type: TF

Page Reference: 125

Skill: Concept

Objective: 5-3

17) The attitude sequence of cognitive → conative → affective is based on the hierarchy of effects model sequence.

1. True
2. False

Answer: b

Diff: 3

Type: TF

Page Reference: 125

Skill: Application

Objective: 5-4

18) Based on the hierarchy of effects model, affective-oriented advertisements are superior in developing liking, preference, and conviction for a product.

1. True
2. False

Answer: a

Diff: 3

Type: TF

Page Reference: 126

Skill: Application

Objective: 5-3

19) Based on the hierarchy of effects model, cognitive-oriented advertisements are superior in developing brand awareness, brand knowledge, and brand preference.

1. True
2. False

Answer: b

Diff: 3

Type: TF

Page Reference: 126

Skill: Application

Objective: 5-3

20) Based on the hierarchy of effects model, conative-oriented advertisements are superior in facilitating product purchases and other consumer actions.

1. True
2. False

Answer: a

Diff: 3

Type: TF

Page Reference: 126

Skill: Application

Objective: 5-3

21) In a means-end chain, the message should be the means that leads the consumer to a desired end state.

1. True
2. False

Answer: a

Diff: 2

Type: TF

Page Reference: 127

Skill: Concept

Objective: 5-3

22) MECCAS stand for Means-End Conceptualization of Components of Advertising Strategy.

1. True
2. False

Answer: a

Diff: 2

Type: TF

Page Reference: 128

Skill: Concept

Objective: 5-3

23) A means-end chain stresses the linkage between a product’s attributes and its price.

1. True
2. False

Answer: b

Diff: 1

Type: TF

Page Reference: 128

Skill: Concept

Objective: 5-3

24) Means-end theory is the basis of the MECCAS approach to advertising.

1. True
2. False

Answer: a

Diff: 1

Type: TF

Page Reference: 128

Skill: Concept

Objective: 5-3

25) Executional frameworks are a key part of a MECCAS model.

1. True
2. False

Answer: a

Diff: 2

Type: TF

Page Reference: 128

Skill: Concept

Objective: 5-3

26) Personal values are not part of a MECCAS model but are part of a means-end chain.

1. True
2. False

Answer: b

Diff: 3

Type: TF

Page Reference: 128

Skill: Application

Objective: 5-3

27) Both the hierarchy of effects model and the means-end chain model are associated with the use of a leverage point.

1. True
2. False

Answer: a

Diff: 3

Type: TF

Page Reference: 129

Skill: Application

Objective: 5-3

28) A leverage point moves the consumer from understanding a product’s benefits to linking those benefits with personal values.

1. True
2. False

Answer: a

Diff: 1

Type: TF

Page Reference: 129

Skill: Concept

Objective: 5-3

29) The leverage point in an advertisement is the message or concept that links the product’s attributes and benefits to the consumer end-state values.

1. True
2. False

Answer: a

Diff: 2

Type: TF

Page Reference: 129

Skill: Concept

Objective: 5-3

30) Creatives spend considerable time designing ads with powerful leverage points.

1. True
2. False

Answer: a

Diff: 2

Type: TF

Page Reference: 129

Skill: Concept

Objective: 5-3

31) A leverage point is associated with an attitudinal change, especially when the sequence used is cognitive –> affective –> conative.

1. True
2. False

Answer: a

Diff: 3

Type: TF

Page Reference: 129

Skill: Application

Objective: 5-3

32) ELM stands for elaboration likelihood model.

1. True
2. False

Answer: a

Diff: 2

Type: TF

Page Reference: 129

Skill: Concept

Objective: 5-3