Question 1

The ad for Rockport boots has the following _____ headline: "A total of 500,000 tons of rain can fall from a single storm."

Accepted Answer

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

Question 2

List the eight basic formats for radio and TV commercials.

Accepted Answer

The eight basic formats are (1

Question 3

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

Accepted Answer

Rough layouts are drawn the si

Question 4

The headline for the Land O'Lakes butter ad reads,"What if you could taste sunshine?" This headline is not only a question headline,but it is also designed to be a(n)_____ headline.

Accepted Answer

A)  informative 
B)  provocative 
C)  command 
D)  imperative 
E)  benefit 
A)  informative 
B)  provocative 
C)  command 
D)  imperative 
E)  benefit

Question 5

The bottom of an advertisement for Sure Fit slipcovers reads,"Call 1-800-517-0317 or visit http://www.surefit.com to receive a free catalog." This is an example of a(n):

Accepted Answer

A)  close. 
B)  sales culminator. 
C)  copy finale. 
D)  device for reply. 
E)  offer for provoking action. 
A)  close. 
B)  sales culminator. 
C)  copy finale. 
D)  device for reply. 
E)  offer for provoking action.

Question 6

The stylized face of Colonel Sanders in KFC ads and on its products acts as a(n)_____.It triggers instant recall of the product.

Accepted Answer

A)  pasteup 
B)  mnemonic device 
C)  illustration tag 
D)  visual reminder 
E)  visual prod 
A)  pasteup 
B)  mnemonic device 
C)  illustration tag 
D)  visual reminder 
E)  visual prod

Question 7

All that appears on a typical radio script is the ad dialogue.

Accepted Answer

A) True 
 B)False

Question 8

To write an effective copy,a copywriter must:

Accepted Answer

A)  use long, convoluted sentences to maintain interest. 
B)  use punctuation whenever possible. 
C)  avoid the use of contractions. 
D)  use vivid language. 
E)  never use personal pronouns. 
A)  use long, convoluted sentences to maintain interest. 
B)  use punctuation whenever possible. 
C)  avoid the use of contractions. 
D)  use vivid language. 
E)  never use personal pronouns.

Question 9

What kind of headlines makes a direct promise to the reader?

Accepted Answer

Benefit headlines make a direc

The ad for Rockport boots has the following _____ headline: "A total of 500,000 tons of rain can fall from a single storm."

List the eight basic formats for radio and TV commercials.

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

The headline for the Land O'Lakes butter ad reads,"What if you could taste sunshine?" This headline is not only a question headline,but it is also designed to be a(n)_____ headline.

The bottom of an advertisement for Sure Fit slipcovers reads,"Call 1-800-517-0317 or visit http://www.surefit.com to receive a free catalog." This is an example of a(n):

The stylized face of Colonel Sanders in KFC ads and on its products acts as a(n)_____.It triggers instant recall of the product.

All that appears on a typical radio script is the ad dialogue.

To write an effective copy,a copywriter must:

What kind of headlines makes a direct promise to the reader?

What Is Advertising Today

The Evolution of Advertising

The Economic, Social, and Regulatory Aspects of Advertising

The Scope of Advertising

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research: Gathering Information for Advertising Planning

Marketing and Advertising Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Producing Ads for Print, Electronic, and Digital Media

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

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

Relationship Building

Filters

Exam 11: Creative Execution: Art and Copy

The ad for Rockport boots has the following _____ headline: "A total of 500,000 tons of rain can fall from a single storm."

List the eight basic formats for radio and TV commercials.

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

The headline for the Land O'Lakes butter ad reads,"What if you could taste sunshine?" This headline is not only a question headline,but it is also designed to be a(n)_____ headline.

The bottom of an advertisement for Sure Fit slipcovers reads,"Call 1-800-517-0317 or visit http://www.surefit.com to receive a free catalog." This is an example of a(n):

The stylized face of Colonel Sanders in KFC ads and on its products acts as a(n)_____.It triggers instant recall of the product.

All that appears on a typical radio script is the ad dialogue.

To write an effective copy,a copywriter must:

What kind of headlines makes a direct promise to the reader?

What Is Advertising Today

The Evolution of Advertising

The Economic, Social, and Regulatory Aspects of Advertising

The Scope of Advertising

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research: Gathering Information for Advertising Planning

Marketing and Advertising Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Producing Ads for Print, Electronic, and Digital Media

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

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

Relationship Building

Filters