Assignment:
1. What is the problem that advertising for McDonald's must solve?
A)enhanced beverage choices
B)new product line introduction
C)misperceptions about ingredients
D)recruiting employees
E)kid-friendly restaurants
2. The concept of proof points that McDonald...
The concept of "proof points" that McDonald's uses to bolster its claims about its food is similar to what the text describes as a
A)creative strategy.
B)brand personality.
C)support statement.
D)special requirement.
E)marketing plan.
3. The overall message of quality that the McDo...
The overall message of quality that the McDonald's campaign is designed to communicate is what your text labels as
A)an objective statement.
B)art direction.
C)the creative strategy.
D)the marketing plan.
E)a support statement.
4. Adults of ages 18-41 represent McDo...
Adults 18-41 years old represent McDonald's ________ for the campaign.
A)cash cow segment
B)target audience
C)communications medium
D)secondary focus
E)focus group segment
5. Making sure that the messages are fun, whet...
Making sure that the messages are fun, whether they appear on TV or packages, is something that a creative director would find in a
A)support statement.
B)special requirement statement.
C)descriptive statement.
D)tone statement.
E)benefit statement.
6. The McDonald's TV ads featured clos...
The McDonald's TV ads featured close-ups of fresh eggs, vegetables, and beef. This was based on the premise that showing the fresh, quality ingredients used in McDonald's restaurants is a key way to deliver on the message strategy. These depictions of ingredients represent which element of message strategy?
A)descriptive
B)nonverbal
C)verbal
D)strategic
E)technical