Question 1

The primary purpose of a banner ad is to:

Accepted Answer

A)  facilitate the use of a firm's Facebook page by offering free product samples. 
B)  bring Internet users to a Web site other than the one they intended to visit. 
C)  ensure that Web site users are engaged with a firm's product or brand. 
D)  encourage Internet users to share entertaining messages with others. 
E)  achieve synergy by ensuring that artwork and headlines work together. 
A)  facilitate the use of a firm's Facebook page by offering free product samples. 
B)  bring Internet users to a Web site other than the one they intended to visit. 
C)  ensure that Web site users are engaged with a firm's product or brand. 
D)  encourage Internet users to share entertaining messages with others. 
E)  achieve synergy by ensuring that artwork and headlines work together.

Question 2

Which of the following is a basic element in the construction of lengthy body copy?

Accepted Answer

A)  Introduction 
B)  Trial close 
C)  Stimulus-response 
D)  Compelling visual 
E)  Bullet points 
A)  Introduction 
B)  Trial close 
C)  Stimulus-response 
D)  Compelling visual 
E)  Bullet points

Question 3

The _____ on Pepperidge Farm whole grain breads informs customers that the bread is certified to provide heart-healthy nutritional benefits by the American Heart Association, an independent organization.

Accepted Answer

A)  logo 
B)  sig cut 
C)  themeline 
D)  seal 
E)  tagline 
A)  logo 
B)  sig cut 
C)  themeline 
D)  seal 
E)  tagline

Question 4

How does the layout of an advertisement help ensure its success?

Accepted Answer

A)  It creates new target markets. 
B)  It decodes the product's message. 
C)  It is an elaboration of the ad agency's vision. 
D)  It shows the size and placement of each element. 
E)  It provides a thumbnail sketch for the production crew. 
A)  It creates new target markets. 
B)  It decodes the product's message. 
C)  It is an elaboration of the ad agency's vision. 
D)  It shows the size and placement of each element. 
E)  It provides a thumbnail sketch for the production crew.

Question 5

Cargill, a privately held, multinational corporation, is involved with purchasing, processing, and distributing agricultural commodities, and it also manufactures and sells livestock feed, ingredients for processed foods, and pharmaceuticals. Cargill launched an ad campaign in which it used advertising in business publications to extol the firm's virtues. In other words, Cargill used _____ copy in its print ads.

Accepted Answer

A)  business 
B)  service 
C)  anecdotal 
D)  institutional 
E)  regulated 
A)  business 
B)  service 
C)  anecdotal 
D)  institutional 
E)  regulated

Question 6

Another name for the poster-style format is the:

Accepted Answer

A)  thumbnail sketch. 
B)  picture-window layout. 
C)  paste-up. 
D)  camera-ready copy. 
E)  comprehensive layout. 
A)  thumbnail sketch. 
B)  picture-window layout. 
C)  paste-up. 
D)  camera-ready copy. 
E)  comprehensive layout.

Question 7

The ad for Freschetta frozen pizza asks, "What's it like to be rolling in dough?" Which copy technique was the ad's copywriter using?

Accepted Answer

Device copy uses figures of sp

Question 8

_____ copy depends on wordplays, humor, poetry, rhymes, great exaggeration, gags, and other tricks.

Accepted Answer

A)  Narrative 
B)  Dialogue 
C)  Humorous 
D)  Device 
E)  Contrived 
A)  Narrative 
B)  Dialogue 
C)  Humorous 
D)  Device 
E)  Contrived

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

Thumbnail sketches are best described as:

Accepted Answer

A)  small mock-ups of dummy point-of-purchase displays. 
B)  results of market tests for proposed ad campaigns. 
C)  rapidly produced pencil sketches used to try out ideas. 
D)  each individual frame in a storyboard. 
E)  mock-ups of comparable ads that competitors are using. 
A)  small mock-ups of dummy point-of-purchase displays. 
B)  results of market tests for proposed ad campaigns. 
C)  rapidly produced pencil sketches used to try out ideas. 
D)  each individual frame in a storyboard. 
E)  mock-ups of comparable ads that competitors are using.

Question 11

Taco Bell introduced its new menu "to keep your wallet and your stomach full." The ads featured people exiting Taco Bell and proclaiming, "I'm full!" What type of a television commercial is this an example of?

Accepted Answer

This is an example o

Question 12

Many experts believe that headlines with 10 words or more gain greater readership, which explains why most headlines average 12 words in length.

Accepted Answer

A) True 
 B)False

Question 13

A(n) _____ commercial for an electronic home security system showed a family's home that had been robbed, while the voiceover explained how the security system would have saved the family from the heartbreaking loss of family treasures.

Accepted Answer

A)  straight announcement 
B)  testimonial 
C)  slice-of-life 
D)  animated 
E)  demonstration 
A)  straight announcement 
B)  testimonial 
C)  slice-of-life 
D)  animated 
E)  demonstration

Question 14

Banner advertising is the dominant approach used in Internet advertising.

Accepted Answer

A) True 
 B)False

Question 15

Writing for radio requires clearer copywriting than writing done for any other media.

Accepted Answer

A) True 
 B)False

Question 16

Selecting the focus of an advertising visual is an important step in the creative process. Which of the following is LEAST likely to be the focus for an ad visual?

Accepted Answer

A)  Product packaging 
B)  Public relations value 
C)  Negative appeal 
D)  Product comparison 
E)  Testimonials 
A)  Product packaging 
B)  Public relations value 
C)  Negative appeal 
D)  Product comparison 
E)  Testimonials

Question 17

An ad for Asian Sensations newest product line of snack foods that encourages its readers to "Thai something new" is using a mnemonic.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following is a principle guiding how ads should be laid out?

Accepted Answer

A)  No single element of the ad should dominate. 
B)  The ad should appear unusual and asymmetrical for eye appeal. 
C)  The space within the ad should be broken into asymmetrical units. 
D)  A directional pattern should be evident so readers know in what sequence to read. 
E)  There should be a force that holds the ad together and gives it interesting variation. 
A)  No single element of the ad should dominate. 
B)  The ad should appear unusual and asymmetrical for eye appeal. 
C)  The space within the ad should be broken into asymmetrical units. 
D)  A directional pattern should be evident so readers know in what sequence to read. 
E)  There should be a force that holds the ad together and gives it interesting variation.

Question 19

An animatic is best described as a:

Accepted Answer

A)  popular TV commercial shared through social media. 
B)  concept used exclusively in animated TV commercials. 
C)  finished, operational script for a television commercial. 
D)  large white sheet preprinted with a series of blank television screens. 
E)  film strip of the storyboard sketches accompanied by the audio part of a TV commercial. 
A)  popular TV commercial shared through social media. 
B)  concept used exclusively in animated TV commercials. 
C)  finished, operational script for a television commercial. 
D)  large white sheet preprinted with a series of blank television screens. 
E)  film strip of the storyboard sketches accompanied by the audio part of a TV commercial.

Question 20

What kind of headline is used in the Quaker Instant Grits ad that tells readers to "Ham and Cheese It Up?"

Accepted Answer

A command headline s

The primary purpose of a banner ad is to:

Which of the following is a basic element in the construction of lengthy body copy?

The _____ on Pepperidge Farm whole grain breads informs customers that the bread is certified to provide heart-healthy nutritional benefits by the American Heart Association, an independent organization.

How does the layout of an advertisement help ensure its success?

Another name for the poster-style format is the:

The ad for Freschetta frozen pizza asks, "What's it like to be rolling in dough?" Which copy technique was the ad's copywriter using?

_____ copy depends on wordplays, humor, poetry, rhymes, great exaggeration, gags, and other tricks.

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

Thumbnail sketches are best described as:

Taco Bell introduced its new menu "to keep your wallet and your stomach full." The ads featured people exiting Taco Bell and proclaiming, "I'm full!" What type of a television commercial is this an example of?

Many experts believe that headlines with 10 words or more gain greater readership, which explains why most headlines average 12 words in length.

A(n) _____ commercial for an electronic home security system showed a family's home that had been robbed, while the voiceover explained how the security system would have saved the family from the heartbreaking loss of family treasures.

Banner advertising is the dominant approach used in Internet advertising.

Writing for radio requires clearer copywriting than writing done for any other media.

Selecting the focus of an advertising visual is an important step in the creative process. Which of the following is LEAST likely to be the focus for an ad visual?

An ad for Asian Sensations newest product line of snack foods that encourages its readers to "Thai something new" is using a mnemonic.

Which of the following is a principle guiding how ads should be laid out?

An animatic is best described as a:

What kind of headline is used in the Quaker Instant Grits ad that tells readers to "Ham and Cheese It Up?"

The Evolution of Advertising

The Environment of Advertising

The Business of Advertising

Segmentation, Targeting, and the Marketing Mix

Communication and Consumer Behavior

Account Planning and Research

Marketing, Advertising, and Imc Planning

Creating Ads: Strategy and Process

Print Advertising

Broadcast, Cable, and Satellite Media: Television and Radio

Digital Interactive Media

Out-Of-Home, Direct-Mail, and Promotional Products

Media Planning and Buying

IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion

IMC: Public Relations, Sponsorship, and Corporate Advertising

Producing ADS

Filters

Exam 9: Creative Execution: Art and Copy

The primary purpose of a banner ad is to:

Which of the following is a basic element in the construction of lengthy body copy?

The _____ on Pepperidge Farm whole grain breads informs customers that the bread is certified to provide heart-healthy nutritional benefits by the American Heart Association, an independent organization.

How does the layout of an advertisement help ensure its success?

Another name for the poster-style format is the:

The ad for Freschetta frozen pizza asks, "What's it like to be rolling in dough?" Which copy technique was the ad's copywriter using?

_____ copy depends on wordplays, humor, poetry, rhymes, great exaggeration, gags, and other tricks.

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

Thumbnail sketches are best described as:

Taco Bell introduced its new menu "to keep your wallet and your stomach full." The ads featured people exiting Taco Bell and proclaiming, "I'm full!" What type of a television commercial is this an example of?

Many experts believe that headlines with 10 words or more gain greater readership, which explains why most headlines average 12 words in length.

A(n) _____ commercial for an electronic home security system showed a family's home that had been robbed, while the voiceover explained how the security system would have saved the family from the heartbreaking loss of family treasures.

Banner advertising is the dominant approach used in Internet advertising.

Writing for radio requires clearer copywriting than writing done for any other media.

Selecting the focus of an advertising visual is an important step in the creative process. Which of the following is LEAST likely to be the focus for an ad visual?

An ad for Asian Sensations newest product line of snack foods that encourages its readers to "Thai something new" is using a mnemonic.

Which of the following is a principle guiding how ads should be laid out?

An animatic is best described as a:

What kind of headline is used in the Quaker Instant Grits ad that tells readers to "Ham and Cheese It Up?"

The Evolution of Advertising

The Environment of Advertising

The Business of Advertising

Segmentation, Targeting, and the Marketing Mix

Communication and Consumer Behavior

Account Planning and Research

Marketing, Advertising, and Imc Planning

Creating Ads: Strategy and Process

Print Advertising

Broadcast, Cable, and Satellite Media: Television and Radio

Digital Interactive Media

Out-Of-Home, Direct-Mail, and Promotional Products

Media Planning and Buying

IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion

IMC: Public Relations, Sponsorship, and Corporate Advertising

Producing ADS

Filters