Question 1

According to Luke Sullivan, Tony Cox, Maurice Saatchi and Fallon Worldwide, creative advertising:

Accepted Answer

A) is simple and focused. 
B) thoroughly communicates every benefit of the product or service. 
C) uses more words to be more compelling. 
D) uses complex logic and sophisticated images to reach a "thinking" audience. 
E) is all about being focused. 
A) is simple and focused. 
B) thoroughly communicates every benefit of the product or service. 
C) uses more words to be more compelling. 
D) uses complex logic and sophisticated images to reach a "thinking" audience. 
E) is all about being focused.

Question 2

According to John Hegarty, the one word that defines great advertising is irreverence.

Accepted Answer

A) True 
 B)False

Question 3

An ideal slogan is brief, clear and easily remembered.

Accepted Answer

A) True 
 B)False

Question 4

Using "To all college men and women" is an example of:

Accepted Answer

A) promising an existing benefit for others to envy. 
B) promising a new benefit for all to envy. 
C) using a selective headline. 
D) provoking curiosity. 
E) invoking curiosity. 
A) promising an existing benefit for others to envy. 
B) promising a new benefit for all to envy. 
C) using a selective headline. 
D) provoking curiosity. 
E) invoking curiosity.

Question 5

Known as the ________ rate, it is usually pretty significant during the first 50 words of copy but not so great between 50 and 500 words.

Accepted Answer

The answer of Known as the ________ rate, it is...

Question 6

Called ________, it is a constraint that interferes with our assimilating the ever-growing and surplus numbers of messages directed at us.

Accepted Answer

The answer of Called ________, it is a constraint that...

Question 7

The American Dental Association, Parents magazine, and Underwriter's Laboratories all offer a type of proof known as:

Accepted Answer

A) a guarantee. 
B) a seal of approval. 
C) a warranty. 
D) samples. 
E) testimonial. 
A) a guarantee. 
B) a seal of approval. 
C) a warranty. 
D) samples. 
E) testimonial.

Question 8

All of the following contribute to flow EXCEPT:

Accepted Answer

A) headline. 
B) positioning of the elements. 
C) background color. 
D) brand name. 
E) illustration. 
A) headline. 
B) positioning of the elements. 
C) background color. 
D) brand name. 
E) illustration.

Question 9

Common elements, according to Ogilvy & Mather, for effective advertising include:

Accepted Answer

A) independence from a campaign. 
B) irrelevancy. 
C) cost effectiveness. 
D) a strong selling idea. 
E) creativity for its own sake. 
A) independence from a campaign. 
B) irrelevancy. 
C) cost effectiveness. 
D) a strong selling idea. 
E) creativity for its own sake.

Question 10

The headline is the most important part of a print advertisement.

Accepted Answer

A) True 
 B)False

Question 11

Apparently, success in social media involves the use of ________, as well as listening to peers and seeing things differently.

Accepted Answer

The answer of Apparently, success in social media involves the...

Question 12

John Hegarty said that "time famine" is an obstacle to breaking through the ever-growing mass of messages directed at consumers.

Accepted Answer

A) True 
 B)False

Question 13

When you use fewer words to convey your idea, you free your ideas to do which of the following?

Accepted Answer

A) be more logical 
B) be more powerful, involving, and even memorable 
C) be more effective 
D) motivate and become creative 
E) more deliberate and deeper 
A) be more logical 
B) be more powerful, involving, and even memorable 
C) be more effective 
D) motivate and become creative 
E) more deliberate and deeper

Question 14

The following are all characteristic of a headline EXCEPT:

Accepted Answer

A) most important part of a print ad. 
B) if glossed over, the reader goes to the first line of copy. 
C) first thing read. 
D) must arouse interest. 
E) should be as long as you want it to be. 
A) most important part of a print ad. 
B) if glossed over, the reader goes to the first line of copy. 
C) first thing read. 
D) must arouse interest. 
E) should be as long as you want it to be.

Question 15

An effective appeal is based on what?

Accepted Answer

A) supports the advertising layout 
B) is most important to the majority of the target audience 
C) attracts the senses instinctively 
D) attracts instincts sensitively 
E) pulls viewers into the emotional scene 
A) supports the advertising layout 
B) is most important to the majority of the target audience 
C) attracts the senses instinctively 
D) attracts instincts sensitively 
E) pulls viewers into the emotional scene

Question 16

In trying to create advertising, a valuable message to remember is that the faster ideas are conveyed, the more powerful they are.

Accepted Answer

A) True 
 B)False

Question 17

Reductive or expansive, what is the key to great marketing, successful advertising?

Accepted Answer

A) good graphics 
B) good typefaces 
C) good animation 
D) good storytelling 
E) good psychographics 
A) good graphics 
B) good typefaces 
C) good animation 
D) good storytelling 
E) good psychographics

Question 18

Ron Huey of Huey+Partners observed that great ads since 1960 have had which of these common elements?

Accepted Answer

A) visual with minimum copy that says it all 
B) headline, logo, and compelling copy 
C) headline, visual, and logo that communicate the idea immediately 
D) compelling copy, a visual, and creative logo 
E) sexual appeal, double entendre, and machismo 
A) visual with minimum copy that says it all 
B) headline, logo, and compelling copy 
C) headline, visual, and logo that communicate the idea immediately 
D) compelling copy, a visual, and creative logo 
E) sexual appeal, double entendre, and machismo

Question 19

When AlkaSeltzer Wake-Up Call used "Forget the hair of the dog," it was:

Accepted Answer

A) promising an existing benefit. 
B) invoking curiosity and being provocative. 
C) being quite selective. 
D) presenting a new benefit. 
E) avoiding being selective. 
A) promising an existing benefit. 
B) invoking curiosity and being provocative. 
C) being quite selective. 
D) presenting a new benefit. 
E) avoiding being selective.

Question 20

Home Depot's "More saving. More doing" is an example of an institutional slogan.

Accepted Answer

A) True 
 B)False

Exam 16: Creating the Message

According to Luke Sullivan, Tony Cox, Maurice Saatchi and Fallon Worldwide, creative advertising:

According to John Hegarty, the one word that defines great advertising is irreverence.

An ideal slogan is brief, clear and easily remembered.

Using "To all college men and women" is an example of:

Known as the ________ rate, it is usually pretty significant during the first 50 words of copy but not so great between 50 and 500 words.

Called ________, it is a constraint that interferes with our assimilating the ever-growing and surplus numbers of messages directed at us.

The American Dental Association, Parents magazine, and Underwriter's Laboratories all offer a type of proof known as:

All of the following contribute to flow EXCEPT:

Common elements, according to Ogilvy & Mather, for effective advertising include:

The headline is the most important part of a print advertisement.

Apparently, success in social media involves the use of ________, as well as listening to peers and seeing things differently.

John Hegarty said that "time famine" is an obstacle to breaking through the ever-growing mass of messages directed at consumers.

When you use fewer words to convey your idea, you free your ideas to do which of the following?

The following are all characteristic of a headline EXCEPT:

An effective appeal is based on what?

In trying to create advertising, a valuable message to remember is that the faster ideas are conveyed, the more powerful they are.

Reductive or expansive, what is the key to great marketing, successful advertising?

Ron Huey of Huey+Partners observed that great ads since 1960 have had which of these common elements?

When AlkaSeltzer Wake-Up Call used "Forget the hair of the dog," it was:

Home Depot's "More saving. More doing" is an example of an institutional slogan.

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

Filters