McDonald's wanted an IMC campaign that would demonstrate the quality of its ingredients.

Great creative campaigns starts with great strategy. McDonald's set out to address consumer misperceptions about its food offerings by creating ads in traditional and new media that educated consumers about menu freshness and quality.

1. What is the problem that advertising for McDonald's must solve?

a. kid-friendly restaurants

b. new product line introduction

c. enhanced beverage choices

d. misperceptions about ingredients

e. recruiting employees

2. 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. special requirement.

b. creative strategy.

c. brand personality.

d. support statement.

e. marketing plan.

3. The overall message of quality that the McDonald's campaign is designed to communicate is what your text labels as

a. the creative strategy.

b. the marketing plan.

c. a support statement.

d. an objective statement.

e. art direction.

4. Adults 18–41 years old represent McDonald's ________ for the campaign.

a. target audience

b. secondary focus

c. focus group segment

d. communications medium

e. cash cow segment

5. 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. tone statement.

b. special requirement statement.

c. support statement.

d. benefit statement.

e. descriptive statement.

6. 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. verbal

b. descriptive

c. strategic

d. nonverbal

e. technical