Question 1

If your copy leads with a psychological appeal to love, hate, or fear, you are using the:

Accepted Answer

A) factual approach. 
B) emotional approach. 
C) imaginative approach. 
D) Bernbach approach. 
E) psychosocial approach. 
A) factual approach. 
B) emotional approach. 
C) imaginative approach. 
D) Bernbach approach. 
E) psychosocial approach.

Question 2

In an ad, the most appropriate place to spell out the promise is in the:

Accepted Answer

A) headline. 
B) subheadline. 
C) proof of claim. 
D) amplification of the story. 
E) tagline. 
A) headline. 
B) subheadline. 
C) proof of claim. 
D) amplification of the story. 
E) tagline.

Question 3

When Procter & Gamble uses direct mail to sample consumers as well as online coupons, it is using a type of proof known as a:

Accepted Answer

A) warranty. 
B) trial offer. 
C) demonstration. 
D) reputation. 
E) guarantee. 
A) warranty. 
B) trial offer. 
C) demonstration. 
D) reputation. 
E) guarantee.

Question 4

An approach that deals with what actually exists and focuses on what a product is, how it is made, and what it does would be:

Accepted Answer

A) imaginative. 
B) emotional. 
C) factual. 
D) empirical. 
E) family-friendly. 
A) imaginative. 
B) emotional. 
C) factual. 
D) empirical. 
E) family-friendly.

Question 5

If you were trying to evaluate the effectiveness of a good headline, which of the following would you NOT factor in?

Accepted Answer

A) use no more than 10, short, simple words 
B) use an action verb 
C) include an invitation, primary product benefits, brand name, and an interesting idea to keep people reading 
D) provide as much information as possible about the product or service with its key benefits 
E) select words that appeal only to prime prospects 
A) use no more than 10, short, simple words 
B) use an action verb 
C) include an invitation, primary product benefits, brand name, and an interesting idea to keep people reading 
D) provide as much information as possible about the product or service with its key benefits 
E) select words that appeal only to prime prospects

Question 6

In its most basic form, advertising is a conveyor of:

Accepted Answer

A) noise. 
B) media. 
C) information. 
D) response. 
E) belief. 
A) noise. 
B) media. 
C) information. 
D) response. 
E) belief.

Question 7

A copy approach is a method of opening the text of an advertisement.

Accepted Answer

A) True 
 B)False

Question 8

A brand's story is true to the brand's promise.

Accepted Answer

A) True 
 B)False

Question 9

Which order do most ads follow?

Accepted Answer

A) spelling out of promise, promise of benefit, proof of claim, amplification of story, and action to take 
B) amplification of story, promise of benefit, spelling out of promise, proof of claim, and action to take 
C) promise of benefit, spelling out of promise, amplification of story, proof of claim, and action to take 
D) emotional appeal, promise of benefit, amplification of need, proof of benefit, appeal to action. 
E) action to take, promise of benefit, spelling out of promise, amplification of story, proof of claim 
A) spelling out of promise, promise of benefit, proof of claim, amplification of story, and action to take 
B) amplification of story, promise of benefit, spelling out of promise, proof of claim, and action to take 
C) promise of benefit, spelling out of promise, amplification of story, proof of claim, and action to take 
D) emotional appeal, promise of benefit, amplification of need, proof of benefit, appeal to action. 
E) action to take, promise of benefit, spelling out of promise, amplification of story, proof of claim

Question 10

Fallon Worldwide says that, for them, the crucial part of the creative process means having the discipline and will to drive for focus that results in a single-mindedly compelling idea, or what they call relentless ________.

Accepted Answer

The answer of Fallon Worldwide says that, for them, the...

Question 11

Which would be a condition under which the FTC might look down upon a company's comparative advertising?

Accepted Answer

A) if the basis of comparison are clearly identified 
B) if it encourages product innovation 
C) if it is nondeceptive 
D) if it is truthful 
E) if the basis of comparison is veiled 
A) if the basis of comparison are clearly identified 
B) if it encourages product innovation 
C) if it is nondeceptive 
D) if it is truthful 
E) if the basis of comparison is veiled

Question 12

If the advertising in women's publications are any indication, ads using a sexual appeal attract considerable notice and readership.

Accepted Answer

A) True 
 B)False

Question 13

To address the increasing power of the media audience to "turn us off" and to appeal to their aspirations, the advertising message must be:

Accepted Answer

A) emotional with no sense of concern for the intellectual. 
B) compelling and necessary. 
C) intellectual with no sense of concern for the emotional. 
D) composed of gut level graphics with strong copy. 
E) balance power and recognition. 
A) emotional with no sense of concern for the intellectual. 
B) compelling and necessary. 
C) intellectual with no sense of concern for the emotional. 
D) composed of gut level graphics with strong copy. 
E) balance power and recognition.

Question 14

When Crest White Strips promises you a beautiful smile and offers to refund your purchase if you are not satisfied, it is offering you a warranty.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following do NOT pertain to slogans?

Accepted Answer

A) They sum up the theme for the benefits of a service or product. 
B) They come from the Swedish word meaning "swoosh." 
C) They may communicate the essence of a product's position. 
D) They are used more in radio and TV spots than in print ads. 
E) They deliver an easily remembered message in a few words. 
A) They sum up the theme for the benefits of a service or product. 
B) They come from the Swedish word meaning "swoosh." 
C) They may communicate the essence of a product's position. 
D) They are used more in radio and TV spots than in print ads. 
E) They deliver an easily remembered message in a few words.

Question 16

In reality, the most valuable space that space advertisers are trying to buy is in:

Accepted Answer

A) electronic media. 
B) print media. 
C) the consumer's head. 
D) the interactive world of the Internet. 
E) the consumer's viscera. 
A) electronic media. 
B) print media. 
C) the consumer's head. 
D) the interactive world of the Internet. 
E) the consumer's viscera.

Question 17

Americans more than Europeans will accept ambiguity in advertising.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following is NOT a factor in the challenge to create effective concepts and advertisements?

Accepted Answer

A) "overchoice" 
B) time famine 
C) ease for the audience to "turn off" the medium 
D) media clutter 
E) knowledge as power 
A) "overchoice" 
B) time famine 
C) ease for the audience to "turn off" the medium 
D) media clutter 
E) knowledge as power

Question 19

Which of the following does NOT pertain to effective elements of storytelling?

Accepted Answer

A) sequence events and actions 
B) engage consumers 
C) poke at a problem 
D) avoid conversation 
E) raise questions 
A) sequence events and actions 
B) engage consumers 
C) poke at a problem 
D) avoid conversation 
E) raise questions

Question 20

In effect, Federal Express founder Frederick Smith said that:

Accepted Answer

A) being creative is everything. 
B) creativity begins with strategy. 
C) writing precedes thinking. 
D) thinking precedes writing. 
E) so long as you are being talked about, everything is fine. 
A) being creative is everything. 
B) creativity begins with strategy. 
C) writing precedes thinking. 
D) thinking precedes writing. 
E) so long as you are being talked about, everything is fine.

Exam 16: Creating the Message

If your copy leads with a psychological appeal to love, hate, or fear, you are using the:

In an ad, the most appropriate place to spell out the promise is in the:

When Procter & Gamble uses direct mail to sample consumers as well as online coupons, it is using a type of proof known as a:

An approach that deals with what actually exists and focuses on what a product is, how it is made, and what it does would be:

If you were trying to evaluate the effectiveness of a good headline, which of the following would you NOT factor in?

In its most basic form, advertising is a conveyor of:

A copy approach is a method of opening the text of an advertisement.

A brand's story is true to the brand's promise.

Which order do most ads follow?

Fallon Worldwide says that, for them, the crucial part of the creative process means having the discipline and will to drive for focus that results in a single-mindedly compelling idea, or what they call relentless ________.

Which would be a condition under which the FTC might look down upon a company's comparative advertising?

If the advertising in women's publications are any indication, ads using a sexual appeal attract considerable notice and readership.

To address the increasing power of the media audience to "turn us off" and to appeal to their aspirations, the advertising message must be:

When Crest White Strips promises you a beautiful smile and offers to refund your purchase if you are not satisfied, it is offering you a warranty.

Which of the following do NOT pertain to slogans?

In reality, the most valuable space that space advertisers are trying to buy is in:

Americans more than Europeans will accept ambiguity in advertising.

Which of the following is NOT a factor in the challenge to create effective concepts and advertisements?

Which of the following does NOT pertain to effective elements of storytelling?

In effect, Federal Express founder Frederick Smith said that:

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