Which method for establishing the total marketing communications budget sets communication budgets to achieve the same amount of share-of-voice as competitors?
A. comparative-parity method
B. objective-and-task method
C. affordable method
D. competitive-parity method
E. percentage-of-sales method
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Creative strategies refer to the ________.
A. way marketers translate their messages into a specific communication
B. amount of creative content in a communications message
C. degree of innovation involved in the marketing of a product
D. novelty of a marketing communication
E. type of medium used to deliver a marketing communication
A(n) ________ appeal is a creative strategy that elaborates on product or service attributes or benefits.
A. aesthetic
B. informational
C. bandwagon
D. emotional
E. transformational
Which of the following ads depict a transformational appeal?
A. Thompson Water Seal can withstand intense rain, snow, and heat.
B. DIRECTV offers better HD options than cable or other satellite operators.
C. NBA phenomenon LeBron James pitching Nike, Sprite, and McDonald's.
D. Pringles advertised "Once You Pop, the Fun Don't Stop" for years.
Excedrin stops the toughest headache pain.
Which of the following ads depict an informational appeal?
A. Thompson Water Seal can withstand intense rain, snow, and heat.
B. The California Milk Processor Board ran the successful "Got Milk?" ad to boost declining sales.
C. VW advertised to active, youthful people with its famed "Drivers Wanted" campaign.
D. Pringles advertised "Once You Pop, the Fun Don't Stop" for years.
E. KFC has marketed its fast-food products under the slogan, "Finger Lickin' Good."
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