Chapter 18 Advertising Chapter Review
unique selling proposition
In marketing, the acronym USP stands for ____.
budget
Must be decided before the media can be chosen for an advertising campaign?
circulation
Number of copies of an advertisement distributed within a specified period.
frequency
Number of times an advertisement appears before the customer.
reach
Number of viewers expected to see an advertisement.
false
Overstating a product's features and benefits or making a false claim about it is ??? advertising.
direct mail
Print advertisement sent directly to individual customers without involving a third party.
newspapers
Print media includes magazines, direct mail, directories, and daily or weekly ???
media planning
Process of determining the media that best meets a campaign's objectives.
digital
Some states have banned ??? billboards because they are considered distracting for drivers.
headline
Statement in an advertisement designed to gain viewer attention.
creative plan
Statement that outlines the goals, primary message, budget, and target market for an advertising campaign.
white space
The ____ in an advertisement includes all of the blank areas on the page that do not contain art or body copy.
transit
The advertising found on public transportation vehicles is a type of promotion known as ??? advertising.
reach
The cost of media and its effectiveness are often determined using ??? and frequency numbers.
copywriter
The member of an advertising agency who writes the actual advertising message is the ____.
signature
The person or company that is paying for an advertisement is identified in the ____.
layout
The physical arrangement of an advertisement's copy, art, and headline on a page is its ???
search engine optimization
The process of indexing a website to change its rank in a list of search results is called ???, or SEO.
What advertisers can and can not say
The purpose of advertising laws and regulations is to regulate ____.
grab the viewer's attention
The purpose of the headline in an advertisement is to ____.
advertising agency
The role of a(n) ??? is to create advertisements, commercials, and other parts of promotional campaigns for its clients.
weight
The thickness and slant of the letters in printed type is known as ____.
bold
The three basic weights available in most typefaces are regular, ???, and italic.
lead time
Time between reserving the advertisement space or broadcast time and when the advertisement actually runs.
action words
Verbs in an advertisement that tell readers what to do are called ???
signatures
Which of the following elements is not considered advertising art?
They do not aim at any specific target market.
Which of the following statements about newspapers is correct?
billboard
An affordable way to display an advertisement 24 hours a day is to display it on a(n) ??? in a high-traffic area next to a highway.
commercials
Another term for short radio and television advertisements is ???
concepting
Another term for the creative concept process is ???
nonpersonal advertising
Any advertising communication that is delivered through a media channel, instead of in person, is considered ____.
campaign
A coordinated series of related advertisements with a single theme are considered an advertising ???
send e-mails only to people who have given permission to use their e-mail address
A good way to avoid being labeled a spammer when using e-mail campaigns is to ____.
typeface
A particular style used for printed letters of the alphabet, punctuation, and numbers is a(n) ???
white space
Blank areas on a page where there is no art or copy.
Direct mail is a form of ____ advertising media.
internet
E-mail campaigns and social media are examples of ____ advertising.
both illegal and unethical
False advertising is ???
copy
Words in an advertisement that provide information and sell the product.