A preemptive creative style is employed when an advertiser makes a generic-type claim but does so with an assertion of superiority.
a. True
b. False
Indicate whether the statement is true or false
Question 2The final step in measuring the success of event sponsorship is to take the pre-event baseline measurement and compare it to a control group.
a. True
b. False
Indicate whether the statement is true or false
Question 3The resonance creative style is most appropriate for a company that dominates a product category.
a. True
b. False
Indicate whether the statement is true or false
Question 4Proactive marketing public relations is undertaken as a result of external pressures.
a. True
b. False
Indicate whether the statement is true or false
Question 5An advertiser employs a generic creative style when making a claim that could be made by any company that markets a brand in that product category.
a. True
b. False
Indicate whether the statement is true or false
Question 6Proactive marketing public relations is dictated by a company's marketing budget.
a. True
b. False
Indicate whether the statement is true or false
Question 7The emotional style can be used when advertising virtually any brand, but it is best not to appeal to negative emotions.
a. True
b. False
Indicate whether the statement is true or false
Question 8All new products can rely on publicity for successful introductions.
a. True
b. False
Indicate whether the statement is true or false
Question 9The resonance creative style presents situations similar to the real or imagined experiences of the target market.
a. True
b. False
Indicate whether the statement is true or false
Question 10Marketing public relations messages are considerably more expensive than advertisements.
a. True
b. False
Indicate whether the statement is true or false
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