Question 1

All humans are born with which of the following desires and instincts?

Accepted Answer

A) need for self-preservation 
B) need for drink 
C) need for love 
D) need for food 
E) need to touch 
A) need for self-preservation 
B) need for drink 
C) need for love 
D) need for food 
E) need to touch

Question 2

Advertising motivates people by appealing to their need to:

Accepted Answer

A) solve problems, achieve goals, and fulfill desires. 
B) reinforce their ego. 
C) fully use their intellect. 
D) find a visual solution to their problems. 
E) find love and companionship. 
A) solve problems, achieve goals, and fulfill desires. 
B) reinforce their ego. 
C) fully use their intellect. 
D) find a visual solution to their problems. 
E) find love and companionship.

Question 3

For outdoor advertising, the goal is to reduce the visual and verbal elements to their simplest forms.

Accepted Answer

A) True 
 B)False

Question 4

Characteristics of a subheadline include all of the following EXCEPT:

Accepted Answer

A) spells out the promised headline. 
B) uses smaller type than the headline but bigger than the body copy. 
C) should be even briefer than the headline. 
D) acts as a transition to opening paragraph of the copy. 
E) used only when the message is long. 
A) spells out the promised headline. 
B) uses smaller type than the headline but bigger than the body copy. 
C) should be even briefer than the headline. 
D) acts as a transition to opening paragraph of the copy. 
E) used only when the message is long.

Question 5

Which of the following summarizes how Lee Clow, chair and chief creative officer of TBWA/Media ARTS Lab, views social storytelling online?

Accepted Answer

A) It's terrific. 
B) It's "semi-nowhere." 
C) It's truly conversational. 
D) It's loaded with conflict. 
E) It's best when poking at problems. 
A) It's terrific. 
B) It's "semi-nowhere." 
C) It's truly conversational. 
D) It's loaded with conflict. 
E) It's best when poking at problems.

Question 6

Research indicates that an emotional approach works best for low-involvement products and services.

Accepted Answer

A) True 
 B)False

Question 7

The most important part of a print advertisement is the:

Accepted Answer

A) subheadline. 
B) headline. 
C) body. 
D) close. 
E) strategy. 
A) subheadline. 
B) headline. 
C) body. 
D) close. 
E) strategy.

Question 8

A(n)________ is what advertisers use to motivate buyers by addressing their problems, desires, and goals, and by offering a means of solving their problems.

Accepted Answer

The answer of A(n)________ is what advertisers use to motivate...

Question 9

Despite criticisms about its value, the FTC encourages comparative advertising.

Accepted Answer

A) True 
 B)False

Question 10

According to Ron Huey, when concepting a print ad, his agency attempts to arrive at a visual solution in which the idea is embedded in the visual and usually communicates 90 percent of what you're trying to say.

Accepted Answer

A) True 
 B)False

Question 11

A skillful user of the factual approach would present facts in ways that are most important to the reader.

Accepted Answer

A) True 
 B)False

Question 12

According to Greek philosophers and teachers, information is taken through the:

Accepted Answer

A) intellect. 
B) sympathetic membrane. 
C) heart. 
D) stomach. 
E) visualization process. 
A) intellect. 
B) sympathetic membrane. 
C) heart. 
D) stomach. 
E) visualization process.

Question 13

Maxine Clark, founder and CEO of Build-a-Bear, suggests that selling online should be secondary to the goal of building an online community that enhances your ability to communicate with customers.

Accepted Answer

A) True 
 B)False

Question 14

Research indicates that people actually think with emotion and feeling.

Accepted Answer

A) True 
 B)False

Question 15

If you want to emphasize features of your product or service that are primarily important but cannot possibly be included in the headline, you need to use ________ to explain how the promise in the headline will be fulfilled.

Accepted Answer

The answer of If you want to emphasize features of...

Question 16

Which of the following is NOT a characteristic of risk in advertising?

Accepted Answer

A) It's about freshness. 
B) ideas that are predictable 
C) an area where no one has gone before 
D) something familiar but with a twist 
E) must trust your instincts 
A) It's about freshness. 
B) ideas that are predictable 
C) an area where no one has gone before 
D) something familiar but with a twist 
E) must trust your instincts

Question 17

According to Ogilvy & Mather, great advertising, direct-response, and promotion have certain elements in common EXCEPT:

Accepted Answer

A) newsworthiness. 
B) relevancy. 
C) potent strategy. 
D) a strong selling idea. 
E) memorability. 
A) newsworthiness. 
B) relevancy. 
C) potent strategy. 
D) a strong selling idea. 
E) memorability.

Question 18

Sherwin-Williams promises that its SuperPaint will not crack or peel for 20 years; this is a type of proof called a:

Accepted Answer

A) seal of approval. 
B) guarantee. 
C) warranty. 
D) sample. 
E) reputation. 
A) seal of approval. 
B) guarantee. 
C) warranty. 
D) sample. 
E) reputation.

Question 19

According to your authors, which of the following is a hallmark of brands?

Accepted Answer

A) connecting with consumers through integrated messages 
B) connecting with consumers through the heart 
C) connecting with consumers through the brain 
D) creating synergistic appeals 
E) discarding all the rules 
A) connecting with consumers through integrated messages 
B) connecting with consumers through the heart 
C) connecting with consumers through the brain 
D) creating synergistic appeals 
E) discarding all the rules

Question 20

For a testimonial to be most effective, it should come from either an expert or someone with relevant experience.

Accepted Answer

A) True 
 B)False

Exam 16: Creating the Message

All humans are born with which of the following desires and instincts?

Advertising motivates people by appealing to their need to:

For outdoor advertising, the goal is to reduce the visual and verbal elements to their simplest forms.

Characteristics of a subheadline include all of the following EXCEPT:

Which of the following summarizes how Lee Clow, chair and chief creative officer of TBWA/Media ARTS Lab, views social storytelling online?

Research indicates that an emotional approach works best for low-involvement products and services.

The most important part of a print advertisement is the:

A(n)________ is what advertisers use to motivate buyers by addressing their problems, desires, and goals, and by offering a means of solving their problems.

Despite criticisms about its value, the FTC encourages comparative advertising.

According to Ron Huey, when concepting a print ad, his agency attempts to arrive at a visual solution in which the idea is embedded in the visual and usually communicates 90 percent of what you're trying to say.

A skillful user of the factual approach would present facts in ways that are most important to the reader.

According to Greek philosophers and teachers, information is taken through the:

Maxine Clark, founder and CEO of Build-a-Bear, suggests that selling online should be secondary to the goal of building an online community that enhances your ability to communicate with customers.

Research indicates that people actually think with emotion and feeling.

If you want to emphasize features of your product or service that are primarily important but cannot possibly be included in the headline, you need to use ________ to explain how the promise in the headline will be fulfilled.

Which of the following is NOT a characteristic of risk in advertising?

According to Ogilvy & Mather, great advertising, direct-response, and promotion have certain elements in common EXCEPT:

Sherwin-Williams promises that its SuperPaint will not crack or peel for 20 years; this is a type of proof called a:

According to your authors, which of the following is a hallmark of brands?

For a testimonial to be most effective, it should come from either an expert or someone with relevant experience.

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