Question 1

Which of the following characteristics should websites have in order to be effective?

Accepted Answer

A) They should avoid using numbered lists and bulleted items. 
B) They should always provide interactivity. 
C) They should ensure that style is given more importance than substance. 
D) They should make sure that the content provided is lengthy and elaborate instead of comprehensive. 
E) They should replace content with images wherever possible. 
A) They should avoid using numbered lists and bulleted items. 
B) They should always provide interactivity. 
C) They should ensure that style is given more importance than substance. 
D) They should make sure that the content provided is lengthy and elaborate instead of comprehensive. 
E) They should replace content with images wherever possible.

Question 2

Which of the following is used to provide continuity to a series of ads in a campaign and to reduce an advertising message strategy to a brief, repeatable, and memorable positioning statement?

Accepted Answer

A) Casting brief 
B) Slogan 
C) Trademark 
D) Testimonial 
E) Signature cut 
A) Casting brief 
B) Slogan 
C) Trademark 
D) Testimonial 
E) Signature cut

Question 3

How is developing radio copy different from creating any other kind of copywriting?

Accepted Answer

While developing radio copy, i

Question 4

Advertisers working in global markets must pretest art and design concepts with natives of each country.

Accepted Answer

A) True 
 B)False

Question 5

Ads for Lloyd and Reid Insurance feature an umbrella representing the insurance cover provided by the company. This image was chosen because it would be readily understood in most countries despite differences in language and culture. In this example, the umbrella can be called a(n):

Accepted Answer

A) icon. 
B) logotype. 
C) seal. 
D) hook. 
E) kicker. 
A) icon. 
B) logotype. 
C) seal. 
D) hook. 
E) kicker.

Question 6

In the approval process of designing print layouts, what is the biggest challenge for the copywriter and art director?

Accepted Answer

The biggest challenge in the a

Question 7

Which of the following is true of rough layouts?

Accepted Answer

A) They are a highly refined facsimile of the finished ad and look exactly like the finished product. 
B) They consist of illustrations and photos that are sketched in and body copy that is simulated with lines. 
C) They present the handheld look and feel of brochures, multipage materials, and point-of-purchase displays. 
D) They consist of rough, rapidly produced drawings without headlines and subheads. 
E) They comprise solely of blocks of straight or squiggly lines that indicate text placement. 
A) They are a highly refined facsimile of the finished ad and look exactly like the finished product. 
B) They consist of illustrations and photos that are sketched in and body copy that is simulated with lines. 
C) They present the handheld look and feel of brochures, multipage materials, and point-of-purchase displays. 
D) They consist of rough, rapidly produced drawings without headlines and subheads. 
E) They comprise solely of blocks of straight or squiggly lines that indicate text placement.

Question 8

What are the four basic rules that companies should follow while using translators in designing ads?

Accepted Answer

The four basic rules that companies shou

Question 9

_____ headlines promise the audience that experiencing the utility of the product or service will be rewarding.

Accepted Answer

A) Information 
B) Provocative 
C) Command 
D) Question 
E) Benefit 
A) Information 
B) Provocative 
C) Command 
D) Question 
E) Benefit

Question 10

Briefly describe the guidelines for creating effective radio commercials.

Accepted Answer

Writing for radio takes a sharp ear, emp

Question 11

In print ads, which of the following subjects is appropriate for automobile ads?

Accepted Answer

A) The package containing the product 
B) The product in use 
C) How to use the product 
D) Product features 
E) Negative appeal 
A) The package containing the product 
B) The product in use 
C) How to use the product 
D) Product features 
E) Negative appeal

Question 12

Describe the three purposes of developing print layouts for an ad.

Accepted Answer

The three purposes of developing print l

Question 13

The _____ refers to an additional smaller headline that can appear above the headline or below it.

Accepted Answer

A) body copy 
B) lead-in paragraph 
C) subhead 
D) sig cut 
E) trial close 
A) body copy 
B) lead-in paragraph 
C) subhead 
D) sig cut 
E) trial close

Question 14

A television commercial shows how easily a brand of washing powder removes grass stains from soccer uniforms. This is an example of a(n) _____ commercial.

Accepted Answer

A) demonstration 
B) testimonial 
C) animation 
D) straight announcement 
E) jingle 
A) demonstration 
B) testimonial 
C) animation 
D) straight announcement 
E) jingle

Question 15

Which of the following about developing copy for radio advertising holds true?

Accepted Answer

A) Radio copy must avoid being intrusive in order to attract and hold the attention of listeners. 
B) It is important to include characters in the radio copy that sound highly exotic in order to grab listeners' attention. 
C) It is challenging, yet essential to make the radio copy script fit the time slot. 
D) Radio copy should use a large number of homonyms to ensure the message is clear 
E) Radio copy should represent an overzealous effort to attract listeners. 
A) Radio copy must avoid being intrusive in order to attract and hold the attention of listeners. 
B) It is important to include characters in the radio copy that sound highly exotic in order to grab listeners' attention. 
C) It is challenging, yet essential to make the radio copy script fit the time slot. 
D) Radio copy should use a large number of homonyms to ensure the message is clear 
E) Radio copy should represent an overzealous effort to attract listeners.

Question 16

A storyboard is an approximation of the final commercial.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following is true of benefit headlines?

Accepted Answer

A) Their sole objective is to provoke the reader's curiosity to stimulate questions and thoughts. 
B) They should be simple statements of the most important gain to be derived from a product. 
C) Their main goal is to encourage readers to search for an answer in the body of the ad. 
D) They are primarily interactive in nature and order the reader to take action. 
E) They pique the reader's imagination and command them to use the product. 
A) Their sole objective is to provoke the reader's curiosity to stimulate questions and thoughts. 
B) They should be simple statements of the most important gain to be derived from a product. 
C) Their main goal is to encourage readers to search for an answer in the body of the ad. 
D) They are primarily interactive in nature and order the reader to take action. 
E) They pique the reader's imagination and command them to use the product.

Question 18

Which of the following is a basic element in the construction of long copy ads that helps consumers make the buying decision early?

Accepted Answer

A) Audio 
B) Trial close 
C) Logotype 
D) Visual 
E) Themeline 
A) Audio 
B) Trial close 
C) Logotype 
D) Visual 
E) Themeline

Question 19

_____ copy is especially useful for products that have a number of different uses or come in a variety of styles or designs.

Accepted Answer

A) Institutional 
B) Picture-caption 
C) Dialogue 
D) Monologue 
E) Straight-sell 
A) Institutional 
B) Picture-caption 
C) Dialogue 
D) Monologue 
E) Straight-sell

Question 20

The body copy in a print ad handles the credibility and desire steps of the creative pyramid.

Accepted Answer

A) True 
 B)False

Which of the following characteristics should websites have in order to be effective?

Which of the following is used to provide continuity to a series of ads in a campaign and to reduce an advertising message strategy to a brief, repeatable, and memorable positioning statement?

How is developing radio copy different from creating any other kind of copywriting?

Advertisers working in global markets must pretest art and design concepts with natives of each country.

Ads for Lloyd and Reid Insurance feature an umbrella representing the insurance cover provided by the company. This image was chosen because it would be readily understood in most countries despite differences in language and culture. In this example, the umbrella can be called a(n):

In the approval process of designing print layouts, what is the biggest challenge for the copywriter and art director?

Which of the following is true of rough layouts?

What are the four basic rules that companies should follow while using translators in designing ads?

_____ headlines promise the audience that experiencing the utility of the product or service will be rewarding.

Briefly describe the guidelines for creating effective radio commercials.

In print ads, which of the following subjects is appropriate for automobile ads?

Describe the three purposes of developing print layouts for an ad.

The _____ refers to an additional smaller headline that can appear above the headline or below it.

A television commercial shows how easily a brand of washing powder removes grass stains from soccer uniforms. This is an example of a(n) _____ commercial.

Which of the following about developing copy for radio advertising holds true?

A storyboard is an approximation of the final commercial.

Which of the following is true of benefit headlines?

Which of the following is a basic element in the construction of long copy ads that helps consumers make the buying decision early?

_____ copy is especially useful for products that have a number of different uses or come in a variety of styles or designs.

The body copy in a print ad handles the credibility and desire steps of the creative pyramid.

Advertising and IMC Today

The Big Picture: The Evolution of Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global Part Two: Crafting Marketing and Advertising Strategies

Marketing and Consumer Behavior: The Foundations of Advertising

Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy

Research: Gathering Information for Imc Planning

Marketing and Imc Planning

Planning Media Strategy: Disseminating the Message Part Three: Creating Advertisements and Commercials

Creative Strategy and the Creative Process

Print, Electronic, and Digital Media Production Part Four: Using Advertising Media

Using Print Media

Using Electronic Media: Television and Radio

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media Part Five: Integrating Advertising With Other Elements of Imc

Introducing Social Media

Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion

Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Epilogue Repositioning a Brand

Filters

Exam 11: Creative Execution: Art and Copy

Which of the following characteristics should websites have in order to be effective?

Which of the following is used to provide continuity to a series of ads in a campaign and to reduce an advertising message strategy to a brief, repeatable, and memorable positioning statement?

How is developing radio copy different from creating any other kind of copywriting?

Advertisers working in global markets must pretest art and design concepts with natives of each country.

Ads for Lloyd and Reid Insurance feature an umbrella representing the insurance cover provided by the company. This image was chosen because it would be readily understood in most countries despite differences in language and culture. In this example, the umbrella can be called a(n):

In the approval process of designing print layouts, what is the biggest challenge for the copywriter and art director?

Which of the following is true of rough layouts?

What are the four basic rules that companies should follow while using translators in designing ads?

_____ headlines promise the audience that experiencing the utility of the product or service will be rewarding.

Briefly describe the guidelines for creating effective radio commercials.

In print ads, which of the following subjects is appropriate for automobile ads?

Describe the three purposes of developing print layouts for an ad.

The _____ refers to an additional smaller headline that can appear above the headline or below it.

A television commercial shows how easily a brand of washing powder removes grass stains from soccer uniforms. This is an example of a(n) _____ commercial.

Which of the following about developing copy for radio advertising holds true?

A storyboard is an approximation of the final commercial.

Which of the following is true of benefit headlines?

Which of the following is a basic element in the construction of long copy ads that helps consumers make the buying decision early?

_____ copy is especially useful for products that have a number of different uses or come in a variety of styles or designs.

The body copy in a print ad handles the credibility and desire steps of the creative pyramid.

Advertising and IMC Today

The Big Picture: The Evolution of Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global Part Two: Crafting Marketing and Advertising Strategies

Marketing and Consumer Behavior: The Foundations of Advertising

Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy

Research: Gathering Information for Imc Planning

Marketing and Imc Planning

Planning Media Strategy: Disseminating the Message Part Three: Creating Advertisements and Commercials

Creative Strategy and the Creative Process

Print, Electronic, and Digital Media Production Part Four: Using Advertising Media

Using Print Media

Using Electronic Media: Television and Radio

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media Part Five: Integrating Advertising With Other Elements of Imc

Introducing Social Media

Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion

Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Epilogue Repositioning a Brand

Filters