Question 1

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.

Question 2

Which of the following is a type of copy approach?

Accepted Answer

A) factual 
B) rational 
C) empirical 
D) family-oriented 
E) sensual 
A) factual 
B) rational 
C) empirical 
D) family-oriented 
E) sensual

Question 3

If the "Got Milk" campaign continues to use personalities from all walks of life in its ads to promote milk, which of the following is it depending on to help make its ads even more effective?

Accepted Answer

A) testimonial 
B) reputation 
C) demonstration 
D) a celebrity 
E) guarantee 
A) testimonial 
B) reputation 
C) demonstration 
D) a celebrity 
E) guarantee

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

An effective appeal is based on what?

Accepted Answer

A) supports the advertising layout 
B) is most important to the majority of the target audience 
C) attracts the senses instinctively 
D) attracts instincts sensitively 
E) pulls viewers into the emotional scene 
A) supports the advertising layout 
B) is most important to the majority of the target audience 
C) attracts the senses instinctively 
D) attracts instincts sensitively 
E) pulls viewers into the emotional scene

Question 6

For effective print ads, generally the more colorful they are, the better they will attract attention.

Accepted Answer

A) True 
 B)False

Question 7

According to Ron Huey, when concepting a print ad, his agency attempts to arrive at a visual solution in which the idea is embedded in the visual and usually communicates 90 percent of what you're trying to say.

Accepted Answer

A) True 
 B)False

Question 8

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 9

The message in advertisements from The Economist is:

Accepted Answer

A) strong creative doesn't need to be meshed with strategy. 
B) the longer it takes to penetrate the mind, the longer it remains there. 
C) the faster an idea penetrates the mind, the more powerful it is. 
D) long headlines can be effective if coupled with short headline ads. 
E) the more powerful an idea is, the faster it penetrates the mind. 
A) strong creative doesn't need to be meshed with strategy. 
B) the longer it takes to penetrate the mind, the longer it remains there. 
C) the faster an idea penetrates the mind, the more powerful it is. 
D) long headlines can be effective if coupled with short headline ads. 
E) the more powerful an idea is, the faster it penetrates the mind.

Question 10

List and discuss how creative risk taking is viewed by advertising executives in the twenty-first century.

Accepted Answer

In the twenty-first century, advertising

Question 11

Apparently, success in social media involves the use of ________, as well as listening to peers and seeing things differently.

Accepted Answer

The answer of Apparently, success in social media involves the...

Question 12

The main objectives of a creative brief include all of the following EXCEPT:

Accepted Answer

A) provides clear direction regarding the message, which prospects are most likely to accept. 
B) provides the creative team a realistic view of what the advertising needs to do. 
C) provides the creative team a realistic view of what the advertising is likely to achieve. 
D) provides the account planner's account of how much money is available for the project. 
E) provides a clear picture of prospects to be addressed. 
A) provides clear direction regarding the message, which prospects are most likely to accept. 
B) provides the creative team a realistic view of what the advertising needs to do. 
C) provides the creative team a realistic view of what the advertising is likely to achieve. 
D) provides the account planner's account of how much money is available for the project. 
E) provides a clear picture of prospects to be addressed.

Question 13

Match between columns
                        Premises: One of four types, this one appeals personally to a prime prospect likely to be most interested in your product or service.
This viral method of communication incorporates animation, sound, video, and/or interactivity.
"An idea that does not involve risk does not deserve to be an idea."
One of the greatest challenges in this new genre of advertising is being silent yet entertaining-guiding a player without being overt.
The first item people tend to note when they scan print ads.
Futurist who defined overchoice as "the point at which the advantages of choice and individualization are canceled by the complexity of the buyer's decision-making process."
Advocates' use of testimonials as proof of advertisers' claims and to build confidence.
A few words that sum up the theme for a product's benefits in an easily remembered message-this kind is created to establish a prestigious corporate image.
He warned against using heads that don't communicate benefits because so many readers don't read the body copy.
A key personality characteristic of the best creative people in advertising.
"...put a single strategic stake in the ground. Stand for something rather than trying to stand for everything."
Basic to all consumers, they are what your advertising should try to help fulfill.
Emotionally based, they are often the starting point for advertising appeals.
A more appropriate term to use than types of advertising when characterizing the style in which ads are written.
Rule for creating advertisements shared by Phillip Sawyer, editor of Start Tested Copy, supported by the fact that many magazine readers will skip over busy ads cluttered with multiple illustrations and varied type sizes and styles.

Accepted Answer

The Answer of copy approach and Ken Roman and desires is...

Question 14

Home Depot's "More saving. More doing" is an example of an institutional slogan.

Accepted Answer

A) True 
 B)False

Question 15

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 16

If you want to emphasize features of your product or service that are primarily important but cannot possibly be included in the headline, you need to use ________ to explain how the promise in the headline will be fulfilled.

Accepted Answer

The answer of If you want to emphasize features of...

Question 17

List and discuss what you consider to be the three most important ideas suggested by Philip W. Sawyer, editor of Starch Tested Copy, for developing effective advertising. Explain why they are most important to you.

Accepted Answer

In his book "Starch Tested Copy," Philip

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

Rules to remember about creating effective outdoor advertising include all of the following EXCEPT:

Accepted Answer

A) simple is better. 
B) use all the elements available to you and make them large. 
C) think about how it will integrate with other kinds of communication. 
D) reduce visual and verbal elements to their simplest form. 
E) no more than seven words in the main head. 
A) simple is better. 
B) use all the elements available to you and make them large. 
C) think about how it will integrate with other kinds of communication. 
D) reduce visual and verbal elements to their simplest form. 
E) no more than seven words in the main head.

Question 20

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.

Exam 16: Creating the Message

In effect, Federal Express founder Frederick Smith said that:

Which of the following is a type of copy approach?

If the "Got Milk" campaign continues to use personalities from all walks of life in its ads to promote milk, which of the following is it depending on to help make its ads even more effective?

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

An effective appeal is based on what?

For effective print ads, generally the more colorful they are, the better they will attract attention.

According to Ron Huey, when concepting a print ad, his agency attempts to arrive at a visual solution in which the idea is embedded in the visual and usually communicates 90 percent of what you're trying to say.

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

The message in advertisements from The Economist is:

List and discuss how creative risk taking is viewed by advertising executives in the twenty-first century.

Apparently, success in social media involves the use of ________, as well as listening to peers and seeing things differently.

The main objectives of a creative brief include all of the following EXCEPT:

Home Depot's "More saving. More doing" is an example of an institutional slogan.

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 want to emphasize features of your product or service that are primarily important but cannot possibly be included in the headline, you need to use ________ to explain how the promise in the headline will be fulfilled.

List and discuss what you consider to be the three most important ideas suggested by Philip W. Sawyer, editor of Starch Tested Copy, for developing effective advertising. Explain why they are most important to you.

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

Rules to remember about creating effective outdoor advertising include all of the following EXCEPT:

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

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