Question 1

In the presentation of an ad, the key element known as "the action to take" occurs in the middle.

Accepted Answer

A) True 
 B)False

Question 2

Discuss storytelling and its role in advertising, online or not.

Accepted Answer

Storytelling plays a crucial role in adv

Question 3

According to Ogilvy & Mather, great advertising, direct-response, and promotion have certain elements in common EXCEPT:

Accepted Answer

A) newsworthiness. 
B) relevancy. 
C) potent strategy. 
D) a strong selling idea. 
E) memorability. 
A) newsworthiness. 
B) relevancy. 
C) potent strategy. 
D) a strong selling idea. 
E) memorability.

Question 4

All humans are born with which of the following desires and instincts?

Accepted Answer

A) need for self-preservation 
B) need for drink 
C) need for love 
D) need for food 
E) need to touch 
A) need for self-preservation 
B) need for drink 
C) need for love 
D) need for food 
E) need to touch

Question 5

When Procter & Gamble uses direct mail to sample consumers as well as online coupons, it is using a type of proof known as a:

Accepted Answer

A) warranty. 
B) trial offer. 
C) demonstration. 
D) reputation. 
E) guarantee. 
A) warranty. 
B) trial offer. 
C) demonstration. 
D) reputation. 
E) guarantee.

Question 6

According to John Hegarty, the one word that defines great advertising is irreverence.

Accepted Answer

A) True 
 B)False

Question 7

When you use fewer words to convey your idea, you free your ideas to do which of the following?

Accepted Answer

A) be more logical 
B) be more powerful, involving, and even memorable 
C) be more effective 
D) motivate and become creative 
E) more deliberate and deeper 
A) be more logical 
B) be more powerful, involving, and even memorable 
C) be more effective 
D) motivate and become creative 
E) more deliberate and deeper

Question 8

For outdoor advertising, the goal is to reduce the visual and verbal elements to their simplest forms.

Accepted Answer

A) True 
 B)False

Question 9

Characteristics of a subheadline include all of the following EXCEPT:

Accepted Answer

A) spells out the promised headline. 
B) uses smaller type than the headline but bigger than the body copy. 
C) should be even briefer than the headline. 
D) acts as a transition to opening paragraph of the copy. 
E) used only when the message is long. 
A) spells out the promised headline. 
B) uses smaller type than the headline but bigger than the body copy. 
C) should be even briefer than the headline. 
D) acts as a transition to opening paragraph of the copy. 
E) used only when the message is long.

Question 10

Define copy style, and list and discuss various approaches to achieving it.

Accepted Answer

Copy style refers to the specific tone,

Question 11

Which of the following summarizes how Lee Clow, chair and chief creative officer of TBWA/Media ARTS Lab, views social storytelling online?

Accepted Answer

A) It's terrific. 
B) It's "semi-nowhere." 
C) It's truly conversational. 
D) It's loaded with conflict. 
E) It's best when poking at problems. 
A) It's terrific. 
B) It's "semi-nowhere." 
C) It's truly conversational. 
D) It's loaded with conflict. 
E) It's best when poking at problems.

Question 12

Research indicates that an emotional approach works best for low-involvement products and services.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following does NOT pertain to effective elements of storytelling?

Accepted Answer

A) sequence events and actions 
B) engage consumers 
C) poke at a problem 
D) avoid conversation 
E) raise questions 
A) sequence events and actions 
B) engage consumers 
C) poke at a problem 
D) avoid conversation 
E) raise questions

Question 14

An ideal slogan is brief, clear and easily remembered.

Accepted Answer

A) True 
 B)False

Question 15

Known as the ________ rate, it is usually pretty significant during the first 50 words of copy but not so great between 50 and 500 words.

Accepted Answer

The answer of Known as the ________ rate, it is...

Question 16

A person will typically scan a print ad by looking first at the:

Accepted Answer

A) illustration. 
B) first line of copy. 
C) tagline. 
D) headline. 
E) logo. 
A) illustration. 
B) first line of copy. 
C) tagline. 
D) headline. 
E) logo.

Question 17

Despite criticisms about its value, the FTC encourages comparative advertising.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following do NOT pertain to slogans?

Accepted Answer

A) They sum up the theme for the benefits of a service or product. 
B) They come from the Swedish word meaning "swoosh." 
C) They may communicate the essence of a product's position. 
D) They are used more in radio and TV spots than in print ads. 
E) They deliver an easily remembered message in a few words. 
A) They sum up the theme for the benefits of a service or product. 
B) They come from the Swedish word meaning "swoosh." 
C) They may communicate the essence of a product's position. 
D) They are used more in radio and TV spots than in print ads. 
E) They deliver an easily remembered message in a few words.

Exam 16: Creating the Message

In the presentation of an ad, the key element known as "the action to take" occurs in the middle.

Discuss storytelling and its role in advertising, online or not.

According to Ogilvy & Mather, great advertising, direct-response, and promotion have certain elements in common EXCEPT:

All humans are born with which of the following desires and instincts?

When Procter & Gamble uses direct mail to sample consumers as well as online coupons, it is using a type of proof known as a:

According to John Hegarty, the one word that defines great advertising is irreverence.

When you use fewer words to convey your idea, you free your ideas to do which of the following?

For outdoor advertising, the goal is to reduce the visual and verbal elements to their simplest forms.

Characteristics of a subheadline include all of the following EXCEPT:

Define copy style, and list and discuss various approaches to achieving it.

Which of the following summarizes how Lee Clow, chair and chief creative officer of TBWA/Media ARTS Lab, views social storytelling online?

Research indicates that an emotional approach works best for low-involvement products and services.

Which of the following does NOT pertain to effective elements of storytelling?

An ideal slogan is brief, clear and easily remembered.

Known as the ________ rate, it is usually pretty significant during the first 50 words of copy but not so great between 50 and 500 words.

A person will typically scan a print ad by looking first at the:

Despite criticisms about its value, the FTC encourages comparative advertising.

Which of the following do NOT pertain to slogans?

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