Promotion Message & Strategy Full Test Bank nan Ch.13 - Test Bank | Social Marketing 5th Edition by Nancy R. Lee by Nancy R. Lee. DOCX document preview.
CHAPTER 13
Promotion: Deciding on Messages, Messengers, and Creative Strategies
Type: E
1. What is the objective of the Promotion tool?
a. Highlight the offer: Product, Price, Place. Might also mention inspire to action; highlight benefits; address barriers
2. For the Target Audience step in the planning model, indicate whether or not this step will inform development of the Promotional strategy:
a. Yes, will inform promotion strategy.
b. No, doesn’t inform promotion strategy.
3. For the Desired Behavior step in the planning model, indicate whether or not this step will inform development of the Promotional strategy:
a. Yes, will inform promotion strategy.
b. No, doesn’t inform promotion strategy.
4. For the Barriers to Behavior step in the planning model, indicate whether or not this step will inform development of the Promotional strategy:
a. Yes, will inform promotion strategy.
b. No, doesn’t inform promotion strategy.
5. For the Benefits to Behavior step in the planning model, indicate whether or not this step will inform development of the Promotional strategy:
a. Yes, will inform promotion strategy.
b. No, doesn’t inform promotion strategy.
6. For the Positioning Statement step in the planning model, indicate whether or not this step will inform development of the Promotional strategy:
a. Yes, will inform promotion strategy.
b. No, doesn’t inform promotion strategy.
7. For the Product step in the planning model, indicate whether or not this step will inform development of the Promotional strategy:
a. Yes, will inform promotion strategy.
b. No, doesn’t inform promotion strategy.
8. For the Price step in the planning model, indicate whether or not this step will inform development of the Promotional strategy:
a. Yes, will inform promotion strategy.
b. No, doesn’t inform promotion strategy.
9. For the Place step in the planning model, indicate whether or not this step will inform development of the Promotional strategy:
a. Yes, will inform promotion strategy.
b. No, doesn’t inform promotion strategy.
Type: E
10. In the Marketing Highlight featuring Seafood Watch, program managers counted on consumers requesting and purchasing “Green Fish” to influence audiences midstream and upstream. Name two of those audiences.
a. Restaurants, fish markets, grocery stores purchasers, suppliers, chefs, buyers, purveyors, fishers, fishing/aquaculture industry
Type: E
11. What is the benefit of a Creative Brief?
a. Helps ensure alignment of the team
Messages are developed based on answers to 3 questions. Fill in the blanks to complete the sentences.
Type: F
12. What do you want your target audience to _______?
a. Do, Know or Believe
Type: F
13.What do you want your target audience to _______?
a. Do, Know or Believe
Type: F
14.What do you want your target audience to _______?
a. Do, Know or Believe
Type: E
15. What are at least two potential messenger types?
a. Sole sponsor, Partners, Mascot, Spokespersons, Endorsements, Midstream Audiences, Mascots
Type: E
16. What are the three major factors that were mentioned that contribute to perceived messenger credibility?
a. Expertise, Likability, Trustworthiness
12 Creative Tips were discussed in the chapter and are listed below. Questions 17-18 refer to these tips.
•Keep it Simple and Clear.
•Focus on Audience Benefits.
•When Using Fear, Follow Up With Solutions and Use Credible Sources.
•Try for Messages That Are Vivid, Concrete, and Personal
•Make Messages Easy to Remember
•Have a Little Fun Sometimes
•Try for a “Big Idea”
•Consider a Question Instead of a Nag
•Make Norms (More) Visible
•Tell Real Stories About Real People
•Try Crowdsourcing
•Appeal to Psychographic Characteristics and Desires of the Target Audience
Type: E
17. In your opinion, which one has the greatest potential for inspiring effective creative strategies and why?
a. One from list above, with response related to that tip
Type: E
18. Which one as the next most potential for inspiring effective creative strategies and why?
a. One from list above, with response related to that tip
Type: E
19. What was at least one recommendation authors had when pretesting?
a. Inform respondents up front that this testing has nothing to do with whether they like or dislike the ads. Consider testing concept statements. Test potential conceptual spots prior to showing finished ads. Ask respondents write down their comments before discussing their reactions to ads. Thoroughly brief clients and colleagues not familiar with the creative testing process.
Type: E
20. What is one ethical consideration when deciding on messages, messengers, and creative strategies?
a. Information is accurate and not misleading. Language and graphics are clear and appropriate for audiences
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Test Bank | Social Marketing 5th Edition by Nancy R. Lee
By Nancy R. Lee
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