Ad Copy Layout Quiz 2 (Chapters 5-9)

Which of the following is a technique of the product-oriented approach of advertising?

• Selling a personality for the brand

• Making a generic claim

• Selling a lifestyle

• Selling an attitude

In the product-oriented approach to advertising, advertisers establish a direct and desirable market niche when they incorporate the product feature method.

• True

• False

Which of the following is involved in the unique selling proposition of product-oriented advertising?

• Selling a product feature

• Establishing a direct and desirable market niche

• Selling the product category

• Selling a benefit unique to the brand

Which of the following is not involved in the positioning aspect of product-oriented advertising?

• Asking what new position your client's product should occupy

• Playing a game of Battleship

• Asking what position your client's product occupies

• Asking what position the competitors' products occupy

The brand image aspect of the consumer-oriented approach to advertising involves creating and selling a personality the customer wants to have.

• True

• False

The lifestyle aspect of the consumer-oriented approach involves associating the product with a state of mind.

• True

• False

The lifestyle aspect of the consumer-oriented approach to advertising is more about the consumer than the product.

• True

• False

Which of the following is not a question an advertiser asks when making a creative brief?

• Does it need to be a pelican?

• What benefit are you promising, or what is your selling argument?

• Who are you making it to?

• Why should they believe in you?

In making a creative brief, all of the following are things to address except

• Key Insights

• The Advertising Problem

• The Target Consumer

• The Colors to Use

Storytellers make up things that aren't true. Advertisers are storytellers. Therefore, advertisers are liars.

• True

• False