Fin 221

Chapter 8: Creative Strategy: Planning and Development 1. The athletic shoe market has been stagnant for years. According to the text, to implement its market growth strategy, Nike has: a. begun marketing its shoes in Asia b. begun sponsoring various types of sponsoring events c. targeted women d. diversified its product mix e. deleted several products that were in the decline stage of their product life cycle 2. How did Nike begin its new campaign in which it targets women athletes? a. by eliminating products that were in the decline stage of their product life cycle b. by engaging in extensive market research c. by eliminating clothing that was not wearable by both sexes d. by changing the company's mission statement e. by instituting response-stimulus marketing 3. The role of any advertising message is to: a. communicate information about a company's product or service b. motivate a consumer to take action c. shape consumers desires and goals d. create images that can position a brand in the consumer's mind e. do all of the above 4. In the development of an advertising campaign or message, creative _____ involves determining what the message will say or communicate, while _____ deals with how the message will be implemented or executed. a. strategy; tactics b. tactics; strategy c. mission: strategy d. tactics; vision e. vision; mission 5. Which of the following statements about creative strategy and execution is true? a. A good creative strategy and execution guarantees a brand will exceed its sales objectives. b. A good creative strategy almost never helps generate sales for a brand.

c. Ads that are very creative and popular among consumers still may not increase sales of a brand. d. Companies have no trouble coming up with creative advertising that differentiates their brands from the competition. e. Good creative strategy cannot help a struggling brand regain its former prominence. 6. Many companies are willing to spend hundreds of millions of dollars each...