According to the MECCAS model, the value orientation of an advertising style, or the end-level to be ...

According to the MECCAS model, the value orientation of an advertising style, or the end-level to be focused on in the advertising, is its _____.
 a. leverage point
  b. driving force
  c. message content
  d. media mix
  e. objectives

Question 2

Guaranteed attendance is an example of ______ that should be identified in a sponsorship agreement.
 a. granting of rights
  b. changes in events
  c. benefits to the sponsor
  d. control of the license
  e. payment terms

Question 3

Marian is concerned with the preservation and enhancement of her family and friends. She is honest, loyal, and helpful. She possesses the _____ value.
 a. benevolence
  b. universalism
  c. conformity
  d. self-direction
  e. security

Question 4

Which of the following activities should be included in an antirumor campaign?
 a. Deciding the specific points in the rumor that need to be refuted
  b. Emphasizing that the rumor is untrue or unfair
  c. Picking appropriate media and vehicles for delivering the antirumor message
  d. Selecting a credible spokesperson to deliver the message on the company's behalf
  e. All of these are correct.

Question 5

Enjoying life and receiving pleasure are fundamental to which universal value?
 a. self-direction
  b. stimulation
  c. hedonism
  d. achievement
  e. benevolence

Question 6

When negotiating a sponsorship agreement, the sponsor should try to obtain ______, meaning that a competitor will not share in the same benefits of the event.
 a. some exclusivity
  b. options to renew
  c. escape clauses
  d. control of the licensing
  e. granting of rights

Question 7

Which value is derived from the need for variety and achieving an exciting life?
 a. self-direction
  b. hedonism
  c. achievement
  d. stimulation
  e. tradition