Question 1

If you want people to keep reading your ads after they look at the headline and illustration, you next ought to have:

Accepted Answer

A) strong supporting illustrations. 
B) a strong first paragraph. 
C) a strong first sentence. 
D) an appealing logo subhead. 
E) an appealing slogan. 
A) strong supporting illustrations. 
B) a strong first paragraph. 
C) a strong first sentence. 
D) an appealing logo subhead. 
E) an appealing slogan.

Question 2

The American Dental Association, Parents magazine, and Underwriter's Laboratories all offer a type of proof known as:

Accepted Answer

A) a guarantee. 
B) a seal of approval. 
C) a warranty. 
D) samples. 
E) testimonial. 
A) a guarantee. 
B) a seal of approval. 
C) a warranty. 
D) samples. 
E) testimonial.

Question 3

Instincts and senses are often a starting point for advertising appeals.

Accepted Answer

A) True 
 B)False

Question 4

What are message tools? List and describe the various types and how they might help advertisers reach prospective customers.

Accepted Answer

Message tools are various methods and pl

Question 5

A skillful user of the factual approach would present facts in ways that are most important to the reader.

Accepted Answer

A) True 
 B)False

Question 6

According to Luke Sullivan, Tony Cox, Maurice Saatchi and Fallon Worldwide, creative advertising:

Accepted Answer

A) is simple and focused. 
B) thoroughly communicates every benefit of the product or service. 
C) uses more words to be more compelling. 
D) uses complex logic and sophisticated images to reach a "thinking" audience. 
E) is all about being focused. 
A) is simple and focused. 
B) thoroughly communicates every benefit of the product or service. 
C) uses more words to be more compelling. 
D) uses complex logic and sophisticated images to reach a "thinking" audience. 
E) is all about being focused.

Question 7

When Crest White Strips promises you a beautiful smile and offers to refund your purchase if you are not satisfied, it is offering you a warranty.

Accepted Answer

A) True 
 B)False

Question 8

In its most basic form, advertising is a conveyor of:

Accepted Answer

A) noise. 
B) media. 
C) information. 
D) response. 
E) belief. 
A) noise. 
B) media. 
C) information. 
D) response. 
E) belief.

Question 9

For a testimonial to be most effective, it should come from either an expert or someone with relevant experience.

Accepted Answer

A) True 
 B)False

Question 10

Americans more than Europeans will accept ambiguity in advertising.

Accepted Answer

A) True 
 B)False

Question 11

The headline is the most important part of a print advertisement.

Accepted Answer

A) True 
 B)False

Question 12

What advice would you give to the creative people charged with developing effective outdoor advertising?

Accepted Answer

As a creative person charged with develo

Question 13

Discuss what Ron Huey, an award-winning creative director, means by the visual solution when concepting a print advertisement.

Accepted Answer

Ron Huey, an award-winning creative dire

Question 14

If you were in charge of copywriters, what advice would you offer for writing an effective headline?

Accepted Answer

As the person in charge of copywriters,

Question 15

Reductive or expansive, what is the key to great marketing, successful advertising?

Accepted Answer

A) good graphics 
B) good typefaces 
C) good animation 
D) good storytelling 
E) good psychographics 
A) good graphics 
B) good typefaces 
C) good animation 
D) good storytelling 
E) good psychographics

Question 16

The most important part of a print advertisement is the:

Accepted Answer

A) subheadline. 
B) headline. 
C) body. 
D) close. 
E) strategy. 
A) subheadline. 
B) headline. 
C) body. 
D) close. 
E) strategy.

Question 17

Sherwin-Williams promises that its SuperPaint will not crack or peel for 20 years; this is a type of proof called a:

Accepted Answer

A) seal of approval. 
B) guarantee. 
C) warranty. 
D) sample. 
E) reputation. 
A) seal of approval. 
B) guarantee. 
C) warranty. 
D) sample. 
E) reputation.

Question 18

Describe some of the challenges advertisers must consider as they develop create effective concepts and advertisements.

Accepted Answer

Advertisers face several challenges when

Question 19

A(n)________ is what advertisers use to motivate buyers by addressing their problems, desires, and goals, and by offering a means of solving their problems.

Accepted Answer

The answer of A(n)________ is what advertisers use to motivate...

Question 20

According to Greek philosophers and teachers, information is taken through the:

Accepted Answer

A) intellect. 
B) sympathetic membrane. 
C) heart. 
D) stomach. 
E) visualization process. 
A) intellect. 
B) sympathetic membrane. 
C) heart. 
D) stomach. 
E) visualization process.

Exam 16: Creating the Message

If you want people to keep reading your ads after they look at the headline and illustration, you next ought to have:

The American Dental Association, Parents magazine, and Underwriter's Laboratories all offer a type of proof known as:

Instincts and senses are often a starting point for advertising appeals.

What are message tools? List and describe the various types and how they might help advertisers reach prospective customers.

A skillful user of the factual approach would present facts in ways that are most important to the reader.

According to Luke Sullivan, Tony Cox, Maurice Saatchi and Fallon Worldwide, creative advertising:

When Crest White Strips promises you a beautiful smile and offers to refund your purchase if you are not satisfied, it is offering you a warranty.

In its most basic form, advertising is a conveyor of:

For a testimonial to be most effective, it should come from either an expert or someone with relevant experience.

Americans more than Europeans will accept ambiguity in advertising.

The headline is the most important part of a print advertisement.

What advice would you give to the creative people charged with developing effective outdoor advertising?

Discuss what Ron Huey, an award-winning creative director, means by the visual solution when concepting a print advertisement.

If you were in charge of copywriters, what advice would you offer for writing an effective headline?

Reductive or expansive, what is the key to great marketing, successful advertising?

The most important part of a print advertisement is the:

Sherwin-Williams promises that its SuperPaint will not crack or peel for 20 years; this is a type of proof called a:

Describe some of the challenges advertisers must consider as they develop create effective concepts and advertisements.

A(n)________ is what advertisers use to motivate buyers by addressing their problems, desires, and goals, and by offering a means of solving their problems.

According to Greek philosophers and teachers, information is taken through 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