Which of the following is the final step in developing an advertising strategy?
a. State the primary problem.
b. State the communications objective.
c. Specify the key fact.
d. Identify mandatory requirements.
e. Implement the creative message strategy.
Question 2Ambush marketing is illegal.
a. True
b. False
Indicate whether the statement is true or false
Question 3A brand's primary benefit or how it can solve the consumer's problem is known as a(n) _____.
a. value proposition
b. creative brief
c. appropriateness summary
d. uniqueness proposition
e. message summary
Question 4Jamming takes place when companies that are not official sponsors of an event undertake marketing efforts to convey the impression that they are.
a. True
b. False
Indicate whether the statement is true or false
Question 5Especially during holiday seasons, advertisers can get people to care about their brands by appealing to _____ that are relevant to the product category in which the advertised brand competes.
a. benefits
b. emotions
c. motivations
d. rational thoughts
e. behaviors
Question 6Brands are increasingly customizing their own events because it can be more effective and less costly than a preexisting event.
a. True
b. False
Indicate whether the statement is true or false
Question 7_____ is based on the idea that it is easier for people to remember and retrieve tangible rather than abstract information.
a. Concretizing
b. Novelty
c. Effectiveness
d. Simplicity
e. Appropriateness
Question 8Sponsorships can be an enormous wast of money and a drain on the marketing budget if there is not a well-structured business case and a management plan.
a. True
b. False
Indicate whether the statement is true or false
Question 9Advertisements that violate the _____ feature fail to capture the brand's critical essence its positioning strategyor present excessive information that dilutes the message of the brand's essence.
a. unexpectedness
b. simplicity
c. novelty
d. concreteness
e. credibility
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