Question 1

To create effective Web ads, an advertiser should:

Accepted Answer

A)  Avoid the use of any motion 
B)  Select animation instead of dramatic photos 
C)  Hide the product benefit to engage the viewer 
D)  Do not use rich media ads 
E)  Use an in-your-face style to get the viewer's attention 
A)  Avoid the use of any motion 
B)  Select animation instead of dramatic photos 
C)  Hide the product benefit to engage the viewer 
D)  Do not use rich media ads 
E)  Use an in-your-face style to get the viewer's attention E

Question 2

The ad in a 1940s edition of Time magazine advises automobile drivers to replace their batteries with a Delco-Remy brand battery. Even the older ads can be highly informational.

Accepted Answer

A) True 
 B)False  True

Question 3

Advertisers use visuals in print ads to:

Accepted Answer

A)  Clarify claims made by the copy 
B)  Emphasize unique features of the product advertised 
C)  Arouse the reader's interest in the headline 
D)  Qualify readers by stopping those who are legitimate prospects and letting others skip the ad if they are so inclined 
E)  Do all of the above 
A)  Clarify claims made by the copy 
B)  Emphasize unique features of the product advertised 
C)  Arouse the reader's interest in the headline 
D)  Qualify readers by stopping those who are legitimate prospects and letting others skip the ad if they are so inclined 
E)  Do all of the above E

Question 4

Illustrators and photographers are responsible for creating the _____ used in print advertising.

Accepted Answer

A)  Slogans 
B)  Visuals 
C)  Layout 
D)  Artistic showcase 
E)  Mandatories 
A)  Slogans 
B)  Visuals 
C)  Layout 
D)  Artistic showcase 
E)  Mandatories

Question 5

Which of the following is a common cause for blocked creativity?

Accepted Answer

A)  Information overload 
B)  Insecurity 
C)  Stress 
D)  Physical fatigue 
E)  All of the above 
A)  Information overload 
B)  Insecurity 
C)  Stress 
D)  Physical fatigue 
E)  All of the above

Question 6

The ad for the Mercedes-Benz automobile begins, "The notion of building and buying a Mercedes-Benz has always been an exceptionally meaningful endeavor. Mercedes is advancing an entire industry with every new innovation it creates." The Mercedes-Benz ad is _____ because it has a positively originated motive.

Accepted Answer

A)  Transactional 
B)  Charismatic 
C)  Informational 
D)  Transformational 
E)  Functional 
A)  Transactional 
B)  Charismatic 
C)  Informational 
D)  Transformational 
E)  Functional

Question 7

A creative strategy should contain:

Accepted Answer

A)  Deadlines for print media 
B)  The programs in which the ad will appear 
C)  Information on budget allocations 
D)  The size of the ads to be used in print media 
E)  None of the above 
A)  Deadlines for print media 
B)  The programs in which the ad will appear 
C)  Information on budget allocations 
D)  The size of the ads to be used in print media 
E)  None of the above

Question 8

An ad for Lurosil, a prescription drug designed to alleviate arthritis symptoms, begins with a quote, "One day, after coming back from playing tennis, I decided that I'd try anything to help with the pain. " The
_____ ad then describes how Lurosil will satisfy that desire.

Accepted Answer

A)  Informational 
B)  Transactional 
C)  Psychological 
D)  Transformational 
E)  Charismatic 
A)  Informational 
B)  Transactional 
C)  Psychological 
D)  Transformational 
E)  Charismatic

Question 9

Which of the following is a rule that should be used when the goal is to write effective body copy?

Accepted Answer

A)  Use clichés 
B)  Never use personal pronouns 
C)  Read the copy out loud 
D)  Use long, convoluted sentences that draw the reader into the ad 
E)  Do not use contractions 
A)  Use clichés 
B)  Never use personal pronouns 
C)  Read the copy out loud 
D)  Use long, convoluted sentences that draw the reader into the ad 
E)  Do not use contractions

To create effective Web ads, an advertiser should:

The ad in a 1940s edition of Time magazine advises automobile drivers to replace their batteries with a Delco-Remy brand battery. Even the older ads can be highly informational.

Advertisers use visuals in print ads to:

Illustrators and photographers are responsible for creating the _____ used in print advertising.

Which of the following is a common cause for blocked creativity?

A creative strategy should contain:

An ad for Lurosil, a prescription drug designed to alleviate arthritis symptoms, begins with a quote, "One day, after coming back from playing tennis, I decided that I'd try anything to help with the pain. " The _____ ad then describes how Lurosil will satisfy that desire.

Which of the following is a rule that should be used when the goal is to write effective body copy?

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

Producing Ads and Print Advertising

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

To create effective Web ads, an advertiser should:

The ad in a 1940s edition of Time magazine advises automobile drivers to replace their batteries with a Delco-Remy brand battery. Even the older ads can be highly informational.

Advertisers use visuals in print ads to:

Illustrators and photographers are responsible for creating the _____ used in print advertising.

Which of the following is a common cause for blocked creativity?

A creative strategy should contain:

An ad for Lurosil, a prescription drug designed to alleviate arthritis symptoms, begins with a quote, "One day, after coming back from playing tennis, I decided that I'd try anything to help with the pain. " The _____ ad then describes how Lurosil will satisfy that desire.

Which of the following is a rule that should be used when the goal is to write effective body copy?

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

Producing Ads and Print Advertising

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