Chap008 adv3008

Chap008 adv3008 - Chapter 08 - Creative Strategy: Planning...

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Chapter 08 - Creative Strategy: Planning and Development Chapter 08 Creative Strategy: Planning and Development Multiple Choice Questions 1. (p. 249) The goal of the Las Vegas Convention and Visitors Authority's ad campaign was to: A. undercut new gambling destinations in other parts of the country B. reduce the promiscuous image of Las Vegas C. position Las Vegas as a full-blown vacation destination D. increase tax revenue E. promote Las Vegas as a retirement destination See opening vignette. 2. (p. 249) The "What Happens in Vegas, Stays in Vegas" ad campaign was designed to create a unifying theme of: A. sophistication B. indulge C. serenity D. shopping E. low-cost living See opening vignette. 3. (p. 251) The role of any advertising message is to: A. communicate information about a company's product or service B. motivate a consumer to take action C. shape consumers desires and goals D. create images that can position a brand in the consumer's mind E. do all of the above 8-1
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4. (p. 251) In the development of an advertising campaign or message, creative _____ involves determining what the message will say or communicate, while _____ deals with how the message will be implemented or executed. A. strategy; tactics B. tactics; strategy C. mission: strategy D. tactics; vision E. vision; mission 5. (p. 251) Which of the following statements about creative strategy and execution is true? A. A good creative strategy and execution guarantees a brand will exceed its sales objectives. B. A good creative strategy almost never helps generate sales for a brand. C. Ads that are very creative and popular among consumers still may not increase sales of a brand. D. Companies have no trouble coming up with creative advertising that differentiates their brands from the competition. E. Good creative strategy cannot help a struggling brand regain its former prominence. 6. (p. 251) Many companies are willing to spend hundreds of millions of dollars each year on creative advertising because: A. they believe strongly in competitive parity B. they realize marketing success is unrelated to their creative advertising effort C. good creative strategy and execution are often critical to the success of a product or service D. they want to win creative awards in order to respond to the intangibility and homogeneity characteristics of service E. the development of good creative strategy is a science and is explained by marketing research
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Chapter 08 - Creative Strategy: Planning and Development 7. (p. 252) Nissan ran an advertising campaign using "Shift" as the umbrella tagline. The campaign uses a combination of emotional and product-focused ads designed to strengthen Nissan's brand image while showing its revitalized product line. Creative advertising, like Nissan's, is likely to be particularly important when: A. companies are selling brands that are very similar in quality and difficult to differentiate on functional features B. a brand clearly has functional superiority over the competition that is easily noticed by
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Chap008 adv3008 - Chapter 08 - Creative Strategy: Planning...

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