Question 1

Explain direct-response communications and name the more common types.

Accepted Answer

Direct refers to a marketing situation where there is a one-on-one link between the advertiser and customer through a phone call, letter, email, or print, radio, or television ad. A response opportunity is provided for the customer through a toll-free telephone number, reply card, or website address. Direct-response advertising aims to solicit a call for action quickly, either in the form of a purchase or as a request for further information. The more common types include direct-response print advertising in particular, direct mail, and direct-response television.

Question 2

The objective of a direct-response television commercial is to

Accepted Answer

A)  catch a wider target audience 
B)  capture candid responses from the television studio audience 
C)  provide visuals that print ads can't 
D)  create awareness 
E)  initiate immediate action from the customer 
A)  catch a wider target audience 
B)  capture candid responses from the television studio audience 
C)  provide visuals that print ads can't 
D)  create awareness 
E)  initiate immediate action from the customer E

Question 3

"Layout" refers to

Accepted Answer

A)  the cost of producing an ad 
B)  thumbnail sketches 
C)  the illustration in an ad 
D)  the design and orderly formation of the various elements of an ad 
E)  longer production times 
A)  the cost of producing an ad 
B)  thumbnail sketches 
C)  the illustration in an ad 
D)  the design and orderly formation of the various elements of an ad 
E)  longer production times D

Question 4

Describe a banner ad.

Accepted Answer

The most common form of advertising on t

Question 5

Explain what is meant by "Successful ads must have visual magnetism."

Accepted Answer

An ad should be constructed so that a si

Question 6

According to David Ogilvy, ten times as many people read the headline of an ad compared to the body copy.

Accepted Answer

A) True 
 B)False

Question 7

Simplicity is the key to good advertising. The key to good outdoor advertising is

Accepted Answer

A)  multiple illustrations 
B)  lots of white space 
C)  telegraphic simplicity 
D)  photography 
E)  reason-why copy 
A)  multiple illustrations 
B)  lots of white space 
C)  telegraphic simplicity 
D)  photography 
E)  reason-why copy

Question 8

Does purchase value of a product have a bearing on copy length? Explain.

Accepted Answer

Purchase value has a bearing on copy len

Question 9

Insert layouts are commonly used to

Accepted Answer

A)  emphasize the product or package 
B)  allow for long copy layouts 
C)  create picture-dominant ads 
D)  make the best use of white space 
E)  present rough ideas to a client 
A)  emphasize the product or package 
B)  allow for long copy layouts 
C)  create picture-dominant ads 
D)  make the best use of white space 
E)  present rough ideas to a client

Question 10

A radio script includes

Accepted Answer

A)  conversation, sound effects and voice-over 
B)  conversation only 
C)  cost of production 
D)  name of the announcer 
E)  name of the actor reading the script 
A)  conversation, sound effects and voice-over 
B)  conversation only 
C)  cost of production 
D)  name of the announcer 
E)  name of the actor reading the script

Question 11

What makes good copy and layout? Discuss some tried and true tips discussed in this chapter.

Accepted Answer

Tips discussed in the chapter include fo

Question 12

Colour has no impact on how many people read an ad.

Accepted Answer

A) True 
 B)False

Question 13

Subheadlines are a mandatory component of a print ad.

Accepted Answer

A) True 
 B)False

Question 14

Nike's "Just do it" is an example of

Accepted Answer

A)  a headline 
B)  body copy 
C)  a subhead 
D)  a signature 
E)  short copy 
A)  a headline 
B)  body copy 
C)  a subhead 
D)  a signature 
E)  short copy

Question 15

White space is

Accepted Answer

A)  the part of the advertisement that is not occupied by other elements 
B)  the margins around an advertisement 
C)  the area where the visual goes 
D)  part of a black and white advertisement 
E)  the area where the text goes 
A)  the part of the advertisement that is not occupied by other elements 
B)  the margins around an advertisement 
C)  the area where the visual goes 
D)  part of a black and white advertisement 
E)  the area where the text goes

Question 16

Many practitioners suggest that during a 30-second radio commercial, the brand or company name should be mentioned this many times:

Accepted Answer

A)  6 
B)  5 
C)  2 
D)  4 
E)  3 
A)  6 
B)  5 
C)  2 
D)  4 
E)  3

Question 17

In traditional print advertising, the central idea is conveyed primarily through

Accepted Answer

A)  the body text 
B)  the size of the ad 
C)  the headline and visual illustrations 
D)  the art work 
E)  the choice of media 
A)  the body text 
B)  the size of the ad 
C)  the headline and visual illustrations 
D)  the art work 
E)  the choice of media

Question 18

Testimonials in commercials can come from a variety of sources, including

Accepted Answer

A)  celebrities 
B)  animated characters like the Pillsbury Doughboy 
C)  products 
D)  hit music 
E)  famous athletes 
A)  celebrities 
B)  animated characters like the Pillsbury Doughboy 
C)  products 
D)  hit music 
E)  famous athletes

Question 19

Explain the relationship between the size of a newspaper advertisement and its ability to draw reader attention.

Accepted Answer

The decision to use a full page, a doubl

Question 20

"If simplicity is a key to good advertising, then telegraphic simplicity is the key to
good outdoor advertising." Explain what this means and how you could achieve telegraphic simplicity.

Accepted Answer

When it comes to outdoor advertising, pe

Explain direct-response communications and name the more common types.

The objective of a direct-response television commercial is to

"Layout" refers to

Describe a banner ad.

Explain what is meant by "Successful ads must have visual magnetism."

According to David Ogilvy, ten times as many people read the headline of an ad compared to the body copy.

Simplicity is the key to good advertising. The key to good outdoor advertising is

Does purchase value of a product have a bearing on copy length? Explain.

Insert layouts are commonly used to

A radio script includes

What makes good copy and layout? Discuss some tried and true tips discussed in this chapter.

Colour has no impact on how many people read an ad.

Subheadlines are a mandatory component of a print ad.

Nike's "Just do it" is an example of

White space is

Many practitioners suggest that during a 30-second radio commercial, the brand or company name should be mentioned this many times:

In traditional print advertising, the central idea is conveyed primarily through

Testimonials in commercials can come from a variety of sources, including

Explain the relationship between the size of a newspaper advertisement and its ability to draw reader attention.

"If simplicity is a key to good advertising, then telegraphic simplicity is the key to good outdoor advertising." Explain what this means and how you could achieve telegraphic simplicity.

Advertising in a Marketing Communications Environment

The Advertising Industry

Consumer Behaviour Concepts and Target Marketing

Strategic Planning Concepts for Marketing Communications

Creative Planning Essentials

Media Planning Essentials

Print Media: Newspapers and Magazines

Broadcast Media: Television and Radio

Out Of Home Media

Direct Response Media

Interactive Media

Sales Promotion

Public Relations and Experiential Marketing

Filters

Exam 6: Design, Layout, and Production

Explain direct-response communications and name the more common types.

The objective of a direct-response television commercial is to

"Layout" refers to

Describe a banner ad.

Explain what is meant by "Successful ads must have visual magnetism."

According to David Ogilvy, ten times as many people read the headline of an ad compared to the body copy.

Simplicity is the key to good advertising. The key to good outdoor advertising is

Does purchase value of a product have a bearing on copy length? Explain.

Insert layouts are commonly used to

A radio script includes

What makes good copy and layout? Discuss some tried and true tips discussed in this chapter.

Colour has no impact on how many people read an ad.

Subheadlines are a mandatory component of a print ad.

Nike's "Just do it" is an example of

White space is

Many practitioners suggest that during a 30-second radio commercial, the brand or company name should be mentioned this many times:

In traditional print advertising, the central idea is conveyed primarily through

Testimonials in commercials can come from a variety of sources, including

Explain the relationship between the size of a newspaper advertisement and its ability to draw reader attention.

"If simplicity is a key to good advertising, then telegraphic simplicity is the key to good outdoor advertising." Explain what this means and how you could achieve telegraphic simplicity.

Advertising in a Marketing Communications Environment

The Advertising Industry

Consumer Behaviour Concepts and Target Marketing

Strategic Planning Concepts for Marketing Communications

Creative Planning Essentials

Media Planning Essentials

Print Media: Newspapers and Magazines

Broadcast Media: Television and Radio

Out Of Home Media

Direct Response Media

Interactive Media

Sales Promotion

Public Relations and Experiential Marketing

Filters