Question 1

List the four concepts that should be considered when selecting type for a print ad.

Accepted Answer

Readability, appropriateness, harmony or appearance and emphasis.

Question 2

Magazines provide advertisers with:

Accepted Answer

A)  Reliability and validity 
B)  A low CPM 
C)  Pass-along readership 
D)  Heavy advertising competition 
E)  All of the above 
A)  Reliability and validity 
B)  A low CPM 
C)  Pass-along readership 
D)  Heavy advertising competition 
E)  All of the above E

Question 3

For which of the following would the production manager use either a blueline, a color key, an analog proof or a press proof?

Accepted Answer

A)  A newspaper ad for Colonial Bank 
B)  A brochure describing the accommodations at the Stratford Inn 
C)  A magazine ad for Microsoft Office 
D)  An ad for a weight-loss program will appear in the Parade Sunday supplement 
E)  All of the above 
A)  A newspaper ad for Colonial Bank 
B)  A brochure describing the accommodations at the Stratford Inn 
C)  A magazine ad for Microsoft Office 
D)  An ad for a weight-loss program will appear in the Parade Sunday supplement 
E)  All of the above E

Question 4

Shoppers are sometimes call penny savers.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following would be good advice for someone who is designing an ad for obedience training for dogs? The ad will run in a local newspaper.

Accepted Answer

A)  The more clutter in the ad, the more distinctive the ad is perceived 
B)  Do not print copy in reverse type 
C)  Never use long headlines 
D)  Hide photo captions in body copy to arouse reader curiosity 
E)  Drawings are more effective than photos 
A)  The more clutter in the ad, the more distinctive the ad is perceived 
B)  Do not print copy in reverse type 
C)  Never use long headlines 
D)  Hide photo captions in body copy to arouse reader curiosity 
E)  Drawings are more effective than photos

Question 6

A client comes to an advertising agency for advice on whether to use print advertising versus broadcast advertising. Since the ad agency favors print advertising over broadcast for most clients, the agency constructs a list of simple rules that demonstrates what works best in print advertising. Assume that you have been assigned the role of constructing such a list. Write your list; make sure that it has at least six simple rules for the advertiser.

Accepted Answer

(a) Use simple layouts, (b) Always put a

Question 7

What advice would you give to someone who is developing an ad for a new pizza restaurant?

Accepted Answer

A)  Develop a simple advertising format 
B)  Make each ad a complete sale 
C)  Twice as many people read picture captions as read body copy 
D)  Avoid negative headlines 
E)  All of the above are True 
A)  Develop a simple advertising format 
B)  Make each ad a complete sale 
C)  Twice as many people read picture captions as read body copy 
D)  Avoid negative headlines 
E)  All of the above are True

Question 8

Sunday newspapers generally combine standard news coverage with:

Accepted Answer

A)  Increased classified advertising volume 
B)  Greater advertising and news volume 
C)  Expanded editorial and opinion sections 
D)  Review and analysis of past week's events 
E)  All of the above 
A)  Increased classified advertising volume 
B)  Greater advertising and news volume 
C)  Expanded editorial and opinion sections 
D)  Review and analysis of past week's events 
E)  All of the above

Question 9

Which of the following is an example of a value-added service offered by magazines to their regular advertisers?

Accepted Answer

A)  Advance copies for the trade 
B)  Response cards that allow readers to request an advertiser's brochure 
C)  Aid in handling sales force meetings 
D)  Marketing research into consumer attitudes and brand preferences 
E)  All of the above 
A)  Advance copies for the trade 
B)  Response cards that allow readers to request an advertiser's brochure 
C)  Aid in handling sales force meetings 
D)  Marketing research into consumer attitudes and brand preferences 
E)  All of the above

Question 10

When writing an ad for print media, remember that long headlines typically sell more merchandise than shorter ones.

Accepted Answer

A) True 
 B)False

List the four concepts that should be considered when selecting type for a print ad.

Magazines provide advertisers with:

For which of the following would the production manager use either a blueline, a color key, an analog proof or a press proof?

Shoppers are sometimes call penny savers.

Which of the following would be good advice for someone who is designing an ad for obedience training for dogs? The ad will run in a local newspaper.

What advice would you give to someone who is developing an ad for a new pizza restaurant?

Sunday newspapers generally combine standard news coverage with:

Which of the following is an example of a value-added service offered by magazines to their regular advertisers?

When writing an ad for print media, remember that long headlines typically sell more merchandise than shorter ones.

Advertising Yesterday, Today, Tomorrow, Economic, Social, and Regulatory Aspects of Advertising

Business of Advertising

Segmentation, Targeting, Marketing Mix, Communication and Consumer Behavior

Account Planning, Research, Developing Marketing and Advertising Plans

Creative Strategy, Creative Process, Creative Execution: Art and Copy

Electronic Media, Digital Interactive Media and Direct Mail

Out-Of-Home, Direct-Mail and Specialty Advertising

Media Planning, Buying, IMC: Direct Marketing, Personal Selling and Sales Promotion

IMC: Public Relations, Sponsorship, and Corporate Advertising

Filters

Exam 6: Producing Ads and Print Advertising

List the four concepts that should be considered when selecting type for a print ad.

Magazines provide advertisers with:

For which of the following would the production manager use either a blueline, a color key, an analog proof or a press proof?

Shoppers are sometimes call penny savers.

Which of the following would be good advice for someone who is designing an ad for obedience training for dogs? The ad will run in a local newspaper.

What advice would you give to someone who is developing an ad for a new pizza restaurant?

Sunday newspapers generally combine standard news coverage with:

Which of the following is an example of a value-added service offered by magazines to their regular advertisers?

When writing an ad for print media, remember that long headlines typically sell more merchandise than shorter ones.

Advertising Yesterday, Today, Tomorrow, Economic, Social, and Regulatory Aspects of Advertising

Business of Advertising

Segmentation, Targeting, Marketing Mix, Communication and Consumer Behavior

Account Planning, Research, Developing Marketing and Advertising Plans

Creative Strategy, Creative Process, Creative Execution: Art and Copy

Electronic Media, Digital Interactive Media and Direct Mail

Out-Of-Home, Direct-Mail and Specialty Advertising

Media Planning, Buying, IMC: Direct Marketing, Personal Selling and Sales Promotion

IMC: Public Relations, Sponsorship, and Corporate Advertising

Filters