Question 1

For which of the following products is straight-sell copy most effective?

Accepted Answer

A) Low think-involvement products 
B) Products that are easy to use 
C) Industrial products 
D) Low-tech products 
E) Agricultural products 
A) Low think-involvement products 
B) Products that are easy to use 
C) Industrial products 
D) Low-tech products 
E) Agricultural products

Question 2

In a _____, the artist draws to the actual size of the ad in which headlines and subheads suggest the final type style.

Accepted Answer

A) thumbnail 
B) mechanical 
C) dummy 
D) comp 
E) rough layout 
A) thumbnail 
B) mechanical 
C) dummy 
D) comp 
E) rough layout

Question 3

Another name for the poster-style format is the storyboard layout.

Accepted Answer

A) True 
 B)False

Question 4

Describe a comprehensive layout.

Accepted Answer

A comprehensive layout is a highly refin

Question 5

A drawback of writing for the Internet is that it has space limitations and does not allow in-depth elaboration like other mediums do.

Accepted Answer

A) True 
 B)False

Question 6

A company ran an ad which showed environmental experts praising the corporate social initiatives taken up by it. The ad encouraged readers to visit its website to learn how they could help save the environment. Which of the following copy styles was used to describe the company's efforts to help preserve the environment?

Accepted Answer

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

Question 7

A _____ refers to an overall orderly arrangement of all the format elements of an ad.

Accepted Answer

A) body copy 
B) visual 
C) subhead 
D) layout 
E) headline 
A) body copy 
B) visual 
C) subhead 
D) layout 
E) headline

Question 8

While developing a visual for a print ad, it is important to use divergent visual techniques to provide continuity for the ad campaign.

Accepted Answer

A) True 
 B)False

Question 9

A _____ copy style sets up a situation and then resolves it at the last minute by having the product or service come to the rescue.

Accepted Answer

A) narrative 
B) institutional 
C) picture-caption 
D) device 
E) straight-sell 
A) narrative 
B) institutional 
C) picture-caption 
D) device 
E) straight-sell

Question 10

A print ad for a new flavor of potato wafers that encourages its readers to "Thai something new" is using device copy style.

Accepted Answer

A) True 
 B)False

Question 11

A literary magazine displays a headline that states, "Award winning author, Harry Anderson launches his book, How to be an effective communicator, today." This headline may be described as a(n) _____ headline.

Accepted Answer

A) information 
B) provocative 
C) command 
D) question 
E) benefit 
A) information 
B) provocative 
C) command 
D) question 
E) benefit

Question 12

What is the difference between a rough layout and a thumbnail sketch?

Accepted Answer

A rough layout is drawn to the actual si

Question 13

To be effective, television commercials should:

Accepted Answer

A) let the audio carry most of the weight. 
B) use "ad talk" to create a dramatic opening. 
C) use a large number of elements in the commercial. 
D) concentrate on the final impression the commercial will make. 
E) ensure all scenes run for more than half a minute. 
A) let the audio carry most of the weight. 
B) use "ad talk" to create a dramatic opening. 
C) use a large number of elements in the commercial. 
D) concentrate on the final impression the commercial will make. 
E) ensure all scenes run for more than half a minute.

Question 14

In an ad, a _____ consists of words that are read first and contains the largest type on the page.

Accepted Answer

A) headline 
B) pasteup 
C) picture caption 
D) seal 
E) body copy 
A) headline 
B) pasteup 
C) picture caption 
D) seal 
E) body copy

Question 15

The term _____ refers to how the art director and graphic artist choose and structure the artistic elements of an ad.

Accepted Answer

A) slogan 
B) headline 
C) design 
D) body copy 
E) composition 
A) slogan 
B) headline 
C) design 
D) body copy 
E) composition

Question 16

A _____ headline orders or requests the reader to do something, so it might seem negative. But readers pay attention to such headlines.

Accepted Answer

A) provocative 
B) question 
C) command 
D) news 
E) benefit 
A) provocative 
B) question 
C) command 
D) news 
E) benefit

Question 17

Which of the following guidelines should be followed to ensure television commercials are effective?

Accepted Answer

A) Focus on building a complex commercial with non-descriptive language. 
B) Concentrate solely on the opening of the ad. 
C) Create an attention-getting opening. 
D) Ensure demonstrations are based on fantasy to create an impact. 
E) Use a variety of camera tricks and hype to present the ad. 
A) Focus on building a complex commercial with non-descriptive language. 
B) Concentrate solely on the opening of the ad. 
C) Create an attention-getting opening. 
D) Ensure demonstrations are based on fantasy to create an impact. 
E) Use a variety of camera tricks and hype to present the ad.

Question 18

Effective radio commercials should:

Accepted Answer

A) use familiar sound effects. 
B) mention the advertiser's name only once. 
C) avoid asking for the order. 
D) use more adjectives than verbs. 
E) be based on an absurd premise only. 
A) use familiar sound effects. 
B) mention the advertiser's name only once. 
C) avoid asking for the order. 
D) use more adjectives than verbs. 
E) be based on an absurd premise only.

Question 19

Which of the following refers to a special design of the advertiser's company or product name and appear in all company ads, giving the product individuality and providing quick recognition at the point of purchase?

Accepted Answer

A) Logotype 
B) Seal 
C) Slogan 
D) Tagline 
E) Jingle 
A) Logotype 
B) Seal 
C) Slogan 
D) Tagline 
E) Jingle

Question 20

The key to effective slice-of-life commercials is to focus on multiple product benefits.

Accepted Answer

A) True 
 B)False

For which of the following products is straight-sell copy most effective?

In a _____, the artist draws to the actual size of the ad in which headlines and subheads suggest the final type style.

Another name for the poster-style format is the storyboard layout.

Describe a comprehensive layout.

A drawback of writing for the Internet is that it has space limitations and does not allow in-depth elaboration like other mediums do.

A _____ refers to an overall orderly arrangement of all the format elements of an ad.

While developing a visual for a print ad, it is important to use divergent visual techniques to provide continuity for the ad campaign.

A _____ copy style sets up a situation and then resolves it at the last minute by having the product or service come to the rescue.

A print ad for a new flavor of potato wafers that encourages its readers to "Thai something new" is using device copy style.

A literary magazine displays a headline that states, "Award winning author, Harry Anderson launches his book, How to be an effective communicator, today." This headline may be described as a(n) _____ headline.

What is the difference between a rough layout and a thumbnail sketch?

To be effective, television commercials should:

In an ad, a _____ consists of words that are read first and contains the largest type on the page.

The term _____ refers to how the art director and graphic artist choose and structure the artistic elements of an ad.

A _____ headline orders or requests the reader to do something, so it might seem negative. But readers pay attention to such headlines.

Which of the following guidelines should be followed to ensure television commercials are effective?

Effective radio commercials should:

Which of the following refers to a special design of the advertiser's company or product name and appear in all company ads, giving the product individuality and providing quick recognition at the point of purchase?

The key to effective slice-of-life commercials is to focus on multiple product benefits.

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

For which of the following products is straight-sell copy most effective?

In a _____, the artist draws to the actual size of the ad in which headlines and subheads suggest the final type style.

Another name for the poster-style format is the storyboard layout.

Describe a comprehensive layout.

A drawback of writing for the Internet is that it has space limitations and does not allow in-depth elaboration like other mediums do.

A _____ refers to an overall orderly arrangement of all the format elements of an ad.

While developing a visual for a print ad, it is important to use divergent visual techniques to provide continuity for the ad campaign.

A _____ copy style sets up a situation and then resolves it at the last minute by having the product or service come to the rescue.

A print ad for a new flavor of potato wafers that encourages its readers to "Thai something new" is using device copy style.

A literary magazine displays a headline that states, "Award winning author, Harry Anderson launches his book, How to be an effective communicator, today." This headline may be described as a(n) _____ headline.

What is the difference between a rough layout and a thumbnail sketch?

To be effective, television commercials should:

In an ad, a _____ consists of words that are read first and contains the largest type on the page.

The term _____ refers to how the art director and graphic artist choose and structure the artistic elements of an ad.

A _____ headline orders or requests the reader to do something, so it might seem negative. But readers pay attention to such headlines.

Which of the following guidelines should be followed to ensure television commercials are effective?

Effective radio commercials should:

Which of the following refers to a special design of the advertiser's company or product name and appear in all company ads, giving the product individuality and providing quick recognition at the point of purchase?

The key to effective slice-of-life commercials is to focus on multiple product benefits.

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