Question 1

___________ are verbal explanations of visuals.

Accepted Answer

A)  captions
B)  call-outs
C)  tag-line
D)  signature A

Question 2

________ contains the published rates and ad space availability for a particular media such as a web site.

Accepted Answer

A)  rate card.
B)  data card.
C)  guarantee card.
D)  privilege card. A

Question 3

________ forms counsel companies about public opinion and has to manage their relationship with various stakeholders

Accepted Answer

A)  marketing.
B)  advertising.
C)  pr.
D)  creative. C

Question 4

The literal meaning of trademark is ___________.

Accepted Answer

A)  matter of a trade.
B)  mark of a trade.
C)  master of trade.
D)  minister of trade.

Question 5

The creative point in advertising where the search for a "big idea " takes pace is known as

Accepted Answer

A)  ideation
B)  conceptualisation.
C)  visualisation
D)  promotion

Question 6

Dividing the market based on age, income, gender, educational qualification is known as

Accepted Answer

A)  branding
B)  demography.
C)  targetting
D)  positioning

Question 7

Surrogate advertising refers to the strategy used by companies and advertisers to promote a product________________

Accepted Answer

A)  clandestinely
B)  directly
C)  ethically
D)  favorably

Question 8

_________ is two or more oversize pages that fold out from the magazine.

Accepted Answer

A)  gate-folds.
B)  pop-ups.
C)  pop-unders.
D)  strips.

Question 9

Positioning Advertising Copy Testing (PACT) principles of advertising was given by

Accepted Answer

A)  david ogilvy
B)  russel.h. colley
C)  roosser reeves
D)  j walter thompson

Question 10

______________ is a regular program sponsored by only one advertiser.

Accepted Answer

A)  program sponsorship.
B)  franchise.
C)  half program.
D)  full program sponsorship.

Question 11

_______ is a clever phrase that serves as a reminder of a brand, company image, or campaign theme.

Accepted Answer

A)  caption
B)  body copy
C)  display copy
D)  slogan

Question 12

___________ is a container and conveyor of information.

Accepted Answer

A)  packaging.
B)  personal selling.
C)  publicity.
D)  sales promotion.

Question 13

_________ is copy in a type size larger than that of the body copy and meant to entice readers into reading the body copy.

Accepted Answer

A)  body copy.
B)  display copy.
C)  caption.
D)  headline.

Question 14

Generic advertising, also known as _______________demand advertising.

Accepted Answer

A)  secondary
B)  primary
C)  tertiary
D)  exclusive

Question 15

__________are distinctive graphic designs used to communicate a product, company, or organization identity.

Accepted Answer

A)  captions.
B)  copy.
C)  logos.
D)  design.

Question 16

The blank space between margins of facing pages of a publication is ______.

Accepted Answer

A)  folds.
B)  gutter.
C)  splits.
D)  inches.

Question 17

____________ is a reduction from regular rates when advertising contracts to use quantities of advertising.

Accepted Answer

A)  discount.
B)  allowance.
C)  valuation.
D)  correction.

Question 18

What is AIDA?

Accepted Answer

A)  advertisement, interest, demand, acquire.
B)  action, interest, desire, attention.
C)  attraction, interest, desire, attention.
D)  attention, interest, desire, action.

Question 19

Handwritten posters in the sixteenth and seventeenth century which are considered to be forerunners of advertising are known as

Accepted Answer

A)  billboards
B)  siquis.
C)  posters
D)  pamphlets

Question 20

Legend is another name for

Accepted Answer

A)  caption.
B)  slogan
C)  title
D)  logo.

Exam 2: Advertising: Terminology, Concepts, and Branding Terminology