Exam #3 Review Questions

Chapter 8 Review Questions:

1. GRP stands for:

 a) Gross Representing Percentage

 b) Gross Resting Points

 c) Grades Represent Productivity

 d) Gross Real Points

 Answer: b

2. What is the number one way to reach elite consumers in Europe:

 a) Television

 b) Newspapers

 c) Magazines

 d) Radio

 Answer: C

Chapter 9 Review Question

1. MECCAS stands for:

 a) Means-Ends Conceptualization of Components for Advertising Strategy

 b) Men-Earn Certain Components for Americas System

 c) Means-Ends Creativity Cycle for Advertising Strategy

 d) Means- Ends Creativity of Components for Advertising Strategy

 Answer: A

Chapter 10 Review Question

1. Affective message strategies:

 a) Invoke feelings and emotions and match them with the product, service or company

 b) Attempts to connect a product with a consumers experience

 c) Attempts to elicit powerful emotions that eventually lead to product recall and choice

Answer: A

Video Question:

1. How did Song develop their brand identity?

a)Look at the competition

b) learn from their mistakes

c)lost of optimism and openness

d)come up with something original

Answer: A