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Multiple Choice Quiz
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1
Harold is completing a report that summarizes the research and insights for the creative team in his agency. He is finishing a:
A)Message strategy
B)Unique selling proposition
C)Lateral thinking strategy
D)Pre-emptive strategy
E)Value proposition
2
Which of the following is not one of the three basic steps in developing a message strategy brief?
A)Finding about customer insights
B)Selecting a selling strategy
C)Determining the MC objectives
D)Determining the MC budget
3
A creative message strategy that explains how to resolve a problem appeals the _______________ path of consumer response.
A)Cognitive
B)Affective
C)Behavioral
D)All of the above
E)None of the above
4
A creative message strategy that tries to strengthen consumers' association with a product appeals to the ________________ path of consumer response.
A)Cognitive
B)Affective
C)Behavioral
D)All of the above
E)None of the above
5
A creative message strategy that tries to get customers to make repeat purchases appeals to the ________________ path of consumer response.
A)Cognitive
B)Affective
C)Behavioral
D)All of the above
E)None of the above
6
A selling strategy that is based on a product's most distinctive difference from competing products is a:
A)Credibility strategy
B)Association strategy
C)Unique selling proposition
D)Emotional selling concept
E)Lifestyle strategy
7
Customer insight is:
A)Gathered through market research
B)Gained by looking below the surface of what customers say they want and in a brand or product category
C)Only possible to have after many years of MC experience
D)Done by a psychologist
E)Only B and C above
8
In a selling strategy, _______________ is the reason or proof points on which the claim or benefit is based.
A)Value
B)Support
C)Feature
D)Appeal
E)Copy
9
A beer company uses a television advertisement with image of a couple drinking beer in a romantic setting. This is an example of a:
A)Generic selling strategy
B)Pre-emptive selling strategy
C)Credibility selling strategy
D)Emotional selling strategy
E)Reminder selling strategy
10
For MC message objectives focusing on creating brand awareness, knowledge, understanding or conviction, a/an ____________________ message strategy creating a cognitive response would be appropriate.
A)Information
B)Generic
C)Pre-emptive
D)Credibility
E)All of the above
11
For MC message objectives focusing on creating brand image and personality, a/an ____________________ message strategy creating a/an emotional response would be appropriate.
A)Emotion
B)Association
C)Lifestyle
D)All of the above
E)None of the above





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