QUIZ: Messaging
Question 1
3/ 3pts
A B2B study of technology buyers found all but one of following. Which one
was not a major takeaway of that study? (5.5)
Most of the brand-supplied content was useless.
Brands sent buyers too much material.
Buyers preferred shorter more focused content.
Buyers preferred content from brand product development experts.
Question 2
3/ 3pts
Which of the following is not generally considered an external or consumer
generated content asset? (Figure 5.1)
Inbound emails and voice messages.
Press releases.
Consumer product reviews.
Independent blog articles and visuals.
Consumer social media posts and comments.
Question 3
3/ 3pts
QUIZ: Messaging
IMC content assets that are still relevant, valid and effective long after their
original creation date are commonly referred to as _________? (5.1)
Continuity content assets
Content asset benchmarks
Brand equity content
Evergreen content
User-generated-content (UGC)
Question 4
3/ 3pts
When making rational claims about the performance of a brand, it’s usually
necessary to also provide numerical or narrative proof. (6.12)
True
False
Question 5
3/ 3pts
The phrases “just as good as,” “improved,” and “better than” are examples
of hedges, designed to give the appearance of superiority or truth while
protecting the source from liability. (6.25)
True
False
QUIZ: Messaging
Question 6
3/ 3pts
Which of the following statements about content asset management is
false? (5.1)
For too long, content assets have been equated with just advertising and
public relations outputs.
To effectively integrate IMC efforts all content assets need to be located,
categorized and inventoried.
Content assets in sales and promotion divisions should be considered only
when they intersect the IMC outbound message process.
Analysis of content assets helps IMC locate disconnects or inconsistencies.
Content asset review helps isolate what has and has not worked in the past.
Question 7
3/ 3pts
____________ is a biometric application that measures consumers’ actual
visual attention patterns. (5.26)
Facial expression analysis
Eye tracking
Pupil-metric symmetry analysis
MRI testing
QUIZ: Messaging
Question 8
3/ 3pts
Message appeals should focus on fact-laden rational arguments to change
attitudes. (Figure 6.5)
True
False
Question 9
3/ 3pts
The text illustrated IBM’s marketing cloud software, including the available
creative and analytic tools. (Figure 6.11)
True
False
Question 10
3/ 3pts
Which of the following is not a common benefit of comprehensive or highly
detailed creative briefs? (5.12)
Helps guide creative choices, such selection of words and images.
Provides precise direction for brand narratives
Specifies how effectiveness will be measured.
Defines who we are messaging and what we want to communicate.
QUIZ: Messaging
Keeps all stakeholders focused on same mission and objectives.
Question 11
3/ 3pts
In most types of IMC messaging the first task of the creative is to capture
consumers’ attention. (6.3)
True
False
Question 12
3/ 3pts
It’s seldom necessary to change the copy or wording of a short form audio
message, as long as it contains the brand slogan. (6.32)
True
False
Question 13
3/ 3pts
Messages that “resonate” with consumers, tap existing beliefs, experiences,
and values while also being relevant to their current needs. (6.7)
True
False
Question 14
3/ 3pts
QUIZ: Messaging
Rational appeals attempt to engage consumers’ powers of logic and
reasoning. (6.12)
True
False
Question 15
3/ 3pts
Which of the following is not one of the key elements in the R.A.V.E list of
content marketing functions? (5.6)
Relationship building.
Elaboration of consumer painpoints.
Value exchange to actually meet consumer journey needs.
Alignment of content with brand objectives
Question 16
3/ 3pts
One of the most common mistakes made in advertising is the failure to
convert brand features into consumer benefits. (6.12)
True
False
Question 17
3/ 3pts
QUIZ: Messaging
For Low involvement decisions, focusing on message timing and probable
rewards is likely to be most effective. (6.13)
True
False
Question 18
3/ 3pts
Showing a commercial produced for a broadcast and cable campaign on a
brand’s website or social media channel is a prime example of _________?
(5.7)
Cross-platform utility.
Promotional content longevity.
Repurposing.
Evergreen content.
Question 19
3/ 3pts
Which of the following is not a major category included in the seven (7)
strategic messaging factors important to generating a comprehensive
creative brief? (Figure 5.6)
Brand and competitive situations.
Target audience definitions and persona profiles.
QUIZ: Messaging
Designation of the media platforms and channels to be used.
Sales promotion’s brand guidelines.
Objectives and KPIs.
Question 20
3/ 3pts
Creating a__________ involves all messaging stimuli, text to visuals, to convey
a brand’s fundamental personality. (5.15)
Brand strategy
Brand pitch
Brand voice
Brand unique selling proposition
Brand asset image
Quiz Score:60out of 60
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