21.The generic and preemptive creative strategies are ____ strategies.
a.functionally-oriented
b.symbolically-oriented
c.experientially-oriented
d.category-dominance
e.category-oriented
22.The brand image, resonance, and emotional creative strategies are ____ strategies.
a.functionally-oriented
b.symbolically/experientially-oriented
c.category-dominance
d.category-oriented
e.consumer-oriented
23.Which of the following is an advertising creative strategy?
a.unique selling proposition
b.brand image
c.resonance
d.generic
e.all of the above
24.In which creative strategy does an advertiser make a superiority claim based on a unique product attribute that represents a meaningful, distinctive consumer benefit?
a.unique selling proposition
b.brand image
c.resonance
d.emotional
e.generic
25.Advertisements for athletic shoes often focus on technological features such as special shock-absorbing sole construction. What creative advertising strategy is being used when the advertising for a brand of athletic shoes focuses on a particular technological feature?
a.resonance
b.preemptive
c.unique selling proposition
d.positioning
e.brand image
26.A manufacturer of automobiles that advertises as the only automobile where you can unlock the door with your thumb print, is using the ____ creative strategy.
a.preemptive
b.unique selling proposition
c.positioning
d.resonance
e.emotional
27.The ____ creative strategy involves psychological, rather than physical, differentiation.
a.preemptive
b.generic
c.positioning
d.unique-selling proposition
e.brand image
28.Jif Peanut Butter has long used the slogan “Choosy mothers choose Jif.” This campaign does not directly challenge competitors but instead relies upon an understanding of the consumer’s desire to be perceived as a good parent. Hence, in the sense that Jif is being advertised as the “good-parent peanut butter,” what advertising strategy is being used?
a.resonance
b.brand image
c.unique selling proposition
d.positioning
e.emotional
29.Levi’s 501 and 502 jeans are advertised as casual clothes for fashion-conscious young people. In comparison, J.C. Penney advertises their Plain Pockets as no-nonsense and more economical than the name brands. J.C. Penney is practicing what type of advertising strategy?
a.resonance
b.unique selling proposition
c.brand image
d.emotional
e.generic
30.____ advertising associates the experience of using an advertised brand with a unique set of psychological characteristics that typically would not be associated with the brand experience to the same degree without exposure to the advertisement.
a.Informational
b.Resonance
c.Preemptive
d.Suggestive
e.Transformational
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