اختبار إعلان و ترويج

1. A campaign theme is a central idea that can unify all marketing communication activities.

• True

• False

2. One-sided messages are most effective for highly educated audiences.

• True

• False

3. The big idea in advertising is often considered rare and unique.

• True

• False

4. Refutational messages aim to refute the opposing viewpoint after presenting both sides.

• True

• False

5. Positioning is the process of creating a unique identity for a product in the consumer’s mind.

• True

• False

1. What is the purpose of a campaign theme?

• a) To increase product pricing

• b) To unify marketing communications

• c) To create promotional discounts

• d) To avoid creative strategies

2. Which type of message only mentions positive attributes?

• a) Refutational

• b) One-sided

• c) Two-sided

• d) Informational

3. What is NOT a factor in positioning?

• a) Product attributes

• b) Price/quality

• c) Universal standards

• d) Problem-solving

4. What does inherent drama focus on?

• a) Pricing strategies

• b) Functional benefits

• c) Emotional consumer benefits

• d) Informational appeals

5. What is David Ogilvy’s perspective on “the big idea”?

• a) It is easy to create.

• b) It is extremely rare.

• c) It should focus only on visuals.

• d) It should avoid creativity.