Question 1

According to Philip Sawyer, editor of Starch Tested Copy, which of the following will help you to develop effective advertising?

Accepted Answer

A) KIWSS, keep it within size and style 
B) Sell the product not the benefits. 
C) Go with the flow. 
D) Spice it up with sex, always. 
E) You're always selling the product-don't forget that! 
A) KIWSS, keep it within size and style 
B) Sell the product not the benefits. 
C) Go with the flow. 
D) Spice it up with sex, always. 
E) You're always selling the product-don't forget that! C

Question 2

The message in advertisements from The Economist is:

Accepted Answer

A) strong creative doesn't need to be meshed with strategy. 
B) the longer it takes to penetrate the mind, the longer it remains there. 
C) the faster an idea penetrates the mind, the more powerful it is. 
D) long headlines can be effective if coupled with short headline ads. 
E) the more powerful an idea is, the faster it penetrates the mind. 
A) strong creative doesn't need to be meshed with strategy. 
B) the longer it takes to penetrate the mind, the longer it remains there. 
C) the faster an idea penetrates the mind, the more powerful it is. 
D) long headlines can be effective if coupled with short headline ads. 
E) the more powerful an idea is, the faster it penetrates the mind. C

Question 3

In the presentation of an ad, the key element known as "the action to take" occurs in the middle.

Accepted Answer

A) True 
 B)False  False

Question 4

Because most people dislike visual pollution of the environment, outdoor advertisers have a responsibility to create wonderful advertising.

Accepted Answer

A) True 
 B)False

Question 5

If you create copy that takes something ordinary and familiar and presents it in unexpected ways, then you are using the imaginative approach.

Accepted Answer

A) True 
 B)False

Question 6

For which of the following kinds of products would consumers want proof in the body copy?

Accepted Answer

A) coffee and tea 
B) new products with special features 
C) high-volume items 
D) shampoos and creams 
E) a box of pencils 
A) coffee and tea 
B) new products with special features 
C) high-volume items 
D) shampoos and creams 
E) a box of pencils

Question 7

It is called ________, the ability to create fresh, witty, charming, human advertising copy that compels people to read.

Accepted Answer

The answer of It is called ________, the ability to...

Question 8

When Covergirl used "New Covergirl Outlast Lipstain" as a headline, it was:

Accepted Answer

A) presenting a benefit that needs repeated reinforcement. 
B) presenting a new benefit. 
C) directly promising an existing benefit. 
D) using provocation to invoke curiosity. 
E) selecting out nontargeted readers. 
A) presenting a benefit that needs repeated reinforcement. 
B) presenting a new benefit. 
C) directly promising an existing benefit. 
D) using provocation to invoke curiosity. 
E) selecting out nontargeted readers.

Question 9

For billboards the key is to ________ the visual and the verbal elements to their simplest form.

Accepted Answer

The answer of For billboards the key is to ________...

Question 10

For effective print ads, generally the more colorful they are, the better they will attract attention.

Accepted Answer

A) True 
 B)False

Question 11

A person will typically scan a print ad by looking first at the:

Accepted Answer

A) illustration. 
B) first line of copy. 
C) tagline. 
D) headline. 
E) logo. 
A) illustration. 
B) first line of copy. 
C) tagline. 
D) headline. 
E) logo.

Question 12

The word ________ comes from the Gaelic word meaning "battle cry," and in advertising it sums up the theme for a product's benefits.

Accepted Answer

The answer of The word ________ comes from the Gaelic...

Question 13

Research tells us that with regard to advertising all of the following are characteristics of emotion EXCEPT:

Accepted Answer

A) it is mostly a process at an unconscious level. 
B) it is the key to every decision made by a human being. 
C) an emotional approach does not work with higher-ticket items. 
D) an emotional approach works best with low involvement products. 
E) humans think with feeling and emotion. 
A) it is mostly a process at an unconscious level. 
B) it is the key to every decision made by a human being. 
C) an emotional approach does not work with higher-ticket items. 
D) an emotional approach works best with low involvement products. 
E) humans think with feeling and emotion.

Question 14

Based on the authors' observations, it's fair to say advertising is not about rules but rather about principles or guidelines and even breaking the rules and taking risks in order to communicate.

Accepted Answer

A) True 
 B)False

Question 15

Instincts and senses are often a starting point for advertising appeals.

Accepted Answer

A) True 
 B)False

Question 16

If the "Got Milk" campaign continues to use personalities from all walks of life in its ads to promote milk, which of the following is it depending on to help make its ads even more effective?

Accepted Answer

A) testimonial 
B) reputation 
C) demonstration 
D) a celebrity 
E) guarantee 
A) testimonial 
B) reputation 
C) demonstration 
D) a celebrity 
E) guarantee

Question 17

If you want people to keep reading your ads after they look at the headline and illustration, you next ought to have:

Accepted Answer

A) strong supporting illustrations. 
B) a strong first paragraph. 
C) a strong first sentence. 
D) an appealing logo subhead. 
E) an appealing slogan. 
A) strong supporting illustrations. 
B) a strong first paragraph. 
C) a strong first sentence. 
D) an appealing logo subhead. 
E) an appealing slogan.

Question 18

Despite the value gained from reductionism, advertisers realize that expansive messages are now valid because of:

Accepted Answer

A) more intelligent consumers. 
B) more selective consumers. 
C) more Web sites, online and social media. 
D) more time to because of more unemployment. 
E) more opportunities to mix messages. 
A) more intelligent consumers. 
B) more selective consumers. 
C) more Web sites, online and social media. 
D) more time to because of more unemployment. 
E) more opportunities to mix messages.

Question 19

The main objectives of a creative brief include all of the following EXCEPT:

Accepted Answer

A) provides clear direction regarding the message, which prospects are most likely to accept. 
B) provides the creative team a realistic view of what the advertising needs to do. 
C) provides the creative team a realistic view of what the advertising is likely to achieve. 
D) provides the account planner's account of how much money is available for the project. 
E) provides a clear picture of prospects to be addressed. 
A) provides clear direction regarding the message, which prospects are most likely to accept. 
B) provides the creative team a realistic view of what the advertising needs to do. 
C) provides the creative team a realistic view of what the advertising is likely to achieve. 
D) provides the account planner's account of how much money is available for the project. 
E) provides a clear picture of prospects to be addressed.

Question 20

Dean Rieck, president of Direct Creative, advocates the use of testimonials and success stories and also suggests all of the following EXCEPT:

Accepted Answer

A) testimonial subjects should be similar to prospects. 
B) you should not rewrite or fabricate testimonials. 
C) you should use full names and appropriate titles. 
D) testimonials are more effective if they are from experts. 
E) testimonial subjects should be relevant to prospects. 
A) testimonial subjects should be similar to prospects. 
B) you should not rewrite or fabricate testimonials. 
C) you should use full names and appropriate titles. 
D) testimonials are more effective if they are from experts. 
E) testimonial subjects should be relevant to prospects.

Exam 16: Creating the Message

According to Philip Sawyer, editor of Starch Tested Copy, which of the following will help you to develop effective advertising?

The message in advertisements from The Economist is:

In the presentation of an ad, the key element known as "the action to take" occurs in the middle.

Because most people dislike visual pollution of the environment, outdoor advertisers have a responsibility to create wonderful advertising.

If you create copy that takes something ordinary and familiar and presents it in unexpected ways, then you are using the imaginative approach.

For which of the following kinds of products would consumers want proof in the body copy?

It is called ________, the ability to create fresh, witty, charming, human advertising copy that compels people to read.

When Covergirl used "New Covergirl Outlast Lipstain" as a headline, it was:

For billboards the key is to ________ the visual and the verbal elements to their simplest form.

For effective print ads, generally the more colorful they are, the better they will attract attention.

A person will typically scan a print ad by looking first at the:

The word ________ comes from the Gaelic word meaning "battle cry," and in advertising it sums up the theme for a product's benefits.

Research tells us that with regard to advertising all of the following are characteristics of emotion EXCEPT:

Based on the authors' observations, it's fair to say advertising is not about rules but rather about principles or guidelines and even breaking the rules and taking risks in order to communicate.

Instincts and senses are often a starting point for advertising appeals.

If the "Got Milk" campaign continues to use personalities from all walks of life in its ads to promote milk, which of the following is it depending on to help make its ads even more effective?

If you want people to keep reading your ads after they look at the headline and illustration, you next ought to have:

Despite the value gained from reductionism, advertisers realize that expansive messages are now valid because of:

The main objectives of a creative brief include all of the following EXCEPT:

Dean Rieck, president of Direct Creative, advocates the use of testimonials and success stories and also suggests all of the following EXCEPT:

Background of Todays Advertising

Roles of Advertising

Brand Planning and the Advertising Spiral

Target Marketing

The Advertising Agency, Media Services, and Other Services

The Advertisers Marketingadvertising Operation

Media Strategy

Using Television

Using Radio

Using Newspapers

Using Magazines

Out-Of-Home Advertising

Digital and Direct-Response Advertising

Sales Promotion

Research in Advertising

The Total Concept: Words and Visuals

Print Production

Video and the Commercial

The Radio Commercial

Trademarks and Packaging

The Complete Campaign

International Advertising

Economic, Social, and Legal Effects of Advertising

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