Question 1

An emotion-based approach can create positive feelings that work best for:

Accepted Answer

A) low-involvement goods. 
B) high-involvement goods. 
C) professional services. 
D) package goods. 
E) convenience goods. 
A) low-involvement goods. 
B) high-involvement goods. 
C) professional services. 
D) package goods. 
E) convenience goods. A

Question 2

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

reductionism

Question 3

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 D

Question 4

Using "To all college men and women" is an example of:

Accepted Answer

A) promising an existing benefit for others to envy. 
B) promising a new benefit for all to envy. 
C) using a selective headline. 
D) provoking curiosity. 
E) invoking curiosity. 
A) promising an existing benefit for others to envy. 
B) promising a new benefit for all to envy. 
C) using a selective headline. 
D) provoking curiosity. 
E) invoking curiosity.

Question 5

Despite the value gained from reductionism, advertisers realize that expansive messages are now valid because of:

Accepted Answer

A) more intelligent consumers. 
B) more selective consumers. 
C) more Web sites, online and social media. 
D) more time to because of more unemployment. 
E) more opportunities to mix messages. 
A) more intelligent consumers. 
B) more selective consumers. 
C) more Web sites, online and social media. 
D) more time to because of more unemployment. 
E) more opportunities to mix messages.

Question 6

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 7

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 8

Copy amplifies the promise in the headline, but prospects also look for proof. Discuss the various types of proof that can be offered to a reader and included in advertising.

Accepted Answer

In advertising, it is important to not o

Question 9

When Covergirl used "New Covergirl Outlast Lipstain" as a headline, it was:

Accepted Answer

A) presenting a benefit that needs repeated reinforcement. 
B) presenting a new benefit. 
C) directly promising an existing benefit. 
D) using provocation to invoke curiosity. 
E) selecting out nontargeted readers. 
A) presenting a benefit that needs repeated reinforcement. 
B) presenting a new benefit. 
C) directly promising an existing benefit. 
D) using provocation to invoke curiosity. 
E) selecting out nontargeted readers.

Question 10

Award-winning creative director Ron Huey suggests that to create special attention and persuasion when writing advertising copy, you must do all of the following EXCEPT:

Accepted Answer

A) view the product in a fresh way. 
B) explore its possible effects on a prospect. 
C) communicate the most salient product or service feature in a simple, thought-provoking manner. 
D) explain a product's features so readers accept the product in a matter-of-fact way. 
E) explain the product's advantages in a manner that causes the reader to view the product with new understanding and appreciation. 
A) view the product in a fresh way. 
B) explore its possible effects on a prospect. 
C) communicate the most salient product or service feature in a simple, thought-provoking manner. 
D) explain a product's features so readers accept the product in a matter-of-fact way. 
E) explain the product's advantages in a manner that causes the reader to view the product with new understanding and appreciation.

Question 11

For which of the following kinds of products would consumers want proof in the body copy?

Accepted Answer

A) coffee and tea 
B) new products with special features 
C) high-volume items 
D) shampoos and creams 
E) a box of pencils 
A) coffee and tea 
B) new products with special features 
C) high-volume items 
D) shampoos and creams 
E) a box of pencils

Question 12

When AlkaSeltzer Wake-Up Call used "Forget the hair of the dog," it was:

Accepted Answer

A) promising an existing benefit. 
B) invoking curiosity and being provocative. 
C) being quite selective. 
D) presenting a new benefit. 
E) avoiding being selective. 
A) promising an existing benefit. 
B) invoking curiosity and being provocative. 
C) being quite selective. 
D) presenting a new benefit. 
E) avoiding being selective.

Question 13

According to Philip Sawyer, editor of Starch Tested Copy, which of the following will help you to develop effective advertising?

Accepted Answer

A) KIWSS, keep it within size and style 
B) Sell the product not the benefits. 
C) Go with the flow. 
D) Spice it up with sex, always. 
E) You're always selling the product-don't forget that! 
A) KIWSS, keep it within size and style 
B) Sell the product not the benefits. 
C) Go with the flow. 
D) Spice it up with sex, always. 
E) You're always selling the product-don't forget that!

Question 14

Research indicates that people actually think with emotion and feeling.

Accepted Answer

A) True 
 B)False

Question 15

For billboards the key is to ________ the visual and the verbal elements to their simplest form.

Accepted Answer

The answer of For billboards the key is to ________...

Question 16

All of the following contribute to flow EXCEPT:

Accepted Answer

A) headline. 
B) positioning of the elements. 
C) background color. 
D) brand name. 
E) illustration. 
A) headline. 
B) positioning of the elements. 
C) background color. 
D) brand name. 
E) illustration.

Question 17

Discuss the role of a slogan, their classifications, and the elements of a good slogan.

Accepted Answer

A slogan plays a crucial role in marketi

Question 18

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 19

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 20

The word ________ comes from the Gaelic word meaning "battle cry," and in advertising it sums up the theme for a product's benefits.

Accepted Answer

The answer of The word ________ comes from the Gaelic...

Exam 16: Creating the Message

An emotion-based approach can create positive feelings that work best for:

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 ________.

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

Using "To all college men and women" is an example of:

Despite the value gained from reductionism, advertisers realize that expansive messages are now valid because of:

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

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

Copy amplifies the promise in the headline, but prospects also look for proof. Discuss the various types of proof that can be offered to a reader and included in advertising.

When Covergirl used "New Covergirl Outlast Lipstain" as a headline, it was:

Award-winning creative director Ron Huey suggests that to create special attention and persuasion when writing advertising copy, you must do all of the following EXCEPT:

For which of the following kinds of products would consumers want proof in the body copy?

When AlkaSeltzer Wake-Up Call used "Forget the hair of the dog," it was:

According to Philip Sawyer, editor of Starch Tested Copy, which of the following will help you to develop effective advertising?

Research indicates that people actually think with emotion and feeling.

For billboards the key is to ________ the visual and the verbal elements to their simplest form.

All of the following contribute to flow EXCEPT:

Discuss the role of a slogan, their classifications, and the elements of a good slogan.

Advertising motivates people by appealing to their need to:

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.

The word ________ comes from the Gaelic word meaning "battle cry," and in advertising it sums up the theme for a product's benefits.

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