Deck 13: Advertising

Question 1

What is the one thing that separates advertising from other forms of media writing?

A) the financial aspect
B) publication
C) audience
D) persuasion

Answer 1

A

Question 2

The ______ of the advertisement is key to understanding how it will attempt to persuade you and the underlying values associated with those attempts.

A) cost
B) source
C) information
D) persuasion

Answer 2

B

Question 3

The ______, which oversees much of the advertising law in the United States, places a premium on the importance of "prohibiting unfair or deceptive acts or practices."

A) Food and Drug Administration
B) Federal Communications Commission
C) Federal Trade Commission
D) U.S. Copyright Office

Answer 3

C

Question 4

When it comes to properly structuring your advertising messages, you should rely on ______.

A) exaggeration
B) puffery
C) false claims
D) facts and reputable sources

Question 5

The best messages in the world won't have any impact if they don't ______.

A) reach the proper readers and viewers
B) cost a lot
C) have good graphics
D) have good copy

Question 6

An advertisement should persuade people to enact a behavior that will benefit ______.

A) the client
B) both the consumer and the advertiser
C) the ad agency
D) the field

Question 7

The ______ offers a coherent examination of how best to reach the audience with your pitch and why this approach will work.

A) objective statement
B) support statement
C) creative brief
D) brand

Question 8

The ______ is an organized format that allows you to put your ideas before other members of your agency, your boss and eventually your client.

A) brand
B) objective statement
C) support statement
D) creative brief

Question 9

The ______ is where you outline what you are trying to accomplish.

A) objective statement
B) support statement
C) creative brief
D) brand

Question 10

______ is where you describe the evidence that explains why your approach to this promotion makes sense.

A) Objective statement
B) Support statement
C) Creative brief
D) Brand

Question 11

______ is the brief statement as to how you plan to do this and how you plan to give people the information in an acceptable fashion.

A) Objective
B) Support
C) Tone or brand
D) Creative brief

Question 12

A(n) ______ is something that will enrich the life of the customer.

A) attribute
B) characteristic
C) pitch
D) benefit

Question 13

In some cases, advertisers market their product to one group and draw a different group of consumers. This second group of consumers is known as the ______.

A) actual audience
B) target audience
C) tone
D) brand

Question 14

The ______ is the group of people you have in mind for an advertisement or an ad campaign.

A) actual audience
B) target audience
C) tone
D) objective

Question 15

When it comes to an ad, you should look for ______ main thing(s) that you want to promote.

A) three
B) two
C) one
D) four

Question 16

Ads are ultimately meant to ______.

A) entertain
B) inform
C) persuade
D) direct action

Question 17

For ______ items, you want to provide people with basic information about how to buy a product or purchase a service.

A) immediate action
B) delayed action
C) informational
D) persuasive

Question 18

For ______items, you want to create a broader sense of what to do when the time comes to act.

A) immediate action
B) delayed action
C) informational
D) persuasive

Question 19

Whatever your goal is, everyone involved should have a clear understanding of the advertising objectives ______.

A) only before the campaign
B) only after the campaign
C) before, during, and after the campaign
D) only during the campaign

Question 20

Which of the following should be established at the same time you start working with your client on the overall campaign?

A) accomplishments
B) concrete benchmark
C) time frame
D) measurement options

Question 21

One thing that separates advertising from other forms of media writing is the financial aspect.

Question 22

In advertising, having a known sponsor is not crucial.

Question 23

The Federal Trade Commission oversees much of the advertising law in the United States.

Question 24

Advertising law does not demand that companies back their claim with factual information as they attempt to persuade people.

Question 25

When companies refer to something as "miraculous," "amazing," or "the best ever," this is traditionally known as puffery.

Question 26

Writers who lack confidence often underwrite.

Question 27

Most people are attracted to hyperbolic claims or overblown statements of fancy.

Question 28

The creative brief is an organized format that allows you to put your ideas before other members of your agency, your boss and eventually your client.

Question 29

The objective statement is where you describe the evidence that explains why your approach to this promotion makes sense.

Question 30

The tone or brand is the brief statement as to how you plan to give people the information in an acceptable fashion.

Question 31

It's a good idea to dive right into writing ad copy without preparation.

Question 32

You can use a lot of that research information you gather to determine the demographic, psychographic, and geographic aspects of your audience.

Question 33

The target market is the group of people you have in mind for an advertisement or an ad campaign.

Question 34

When advertisers market their product to one group and draw a different group of consumers, this is known as the actual audience or the actual consumers.

Question 35

The more you try to cram into an ad, the less lost your readers and viewers will be.

Question 36

Ads are meant to direct action, whether that action is immediate or delayed.

Question 37

For immediate action items, you want to create a broader sense of what to do when the time comes to act.

Question 38

You and the client do not need to have a shared understanding of what "working" means in terms of your desired outcomes.

Question 39

When measuring outcomes, it's important to establish a concrete benchmark.

Question 40

Make sure you understand the goal of your advertising campaign before you attempt to measure it.

Question 41

What terms are included in good definitions of advertising?

Question 42

What are the key steps you need to take as you start to shape your ad message?

Question 43

What are some tips to follow in writing for advertising?

Question 44

What is the difference between a product's benefits and characteristics?

Question 45

What are some of the defining characteristics of advertising?

Question 46

What is the creative brief and how is it organized?

Question 47

What are some keys steps to creating your advertising message?

Question 48

How can you measure advertising outcomes?

Question 49

What are some tips for writing in advertising?