Adv Chp 9 Review

What is most likely a characteristic of an effectively designed website? A. a layout that matches scanning patterns B. bold, black headlines to grab attention C. a link to a firm's Facebook page D. large icons to enhance interactivity E. minimal photos to cause distraction

(a) a layout that matches scanning patterns

For which of the following projects would an ad agency most likely develop a dummy? A. a point-of-purchase display for Claritin allergy medication B. a radio ad for Olive Garden restaurants C. a television ad for Pepperidge Farms products D. a magazine ad for Healthy Choice frozen meals E. an interstate billboard for a local radio station

(a) a point-of-purchase display for Claritin allergy medication

Which of the following is not an electronic channel for sharing product-related opinions? A. animatic B. message board C. Twitter account D. YouTube video E. Facebook page

(a) animatic

t/f: The headline for Gore-Tex® Fabrics reads, "Keeps you warm and dry regardless of what falls out of the sky." The headline is best described as a benefit headline

true

t/f: The kind of picture to be used in an ad is often determined during the conceptualization process.

true

t/f: The storyboard is an approximation of the final commercial that helps the creative visualize the sequence of action.

true

t/f: The visual in an advertisement should identify the brand and capture the reader's attention.

true

t/f: Writing for radio requires clearer copywriting than writing done for any other media

true

t/f: Research shows that readership increases considerably if an ad contains more than 50 words.

false

t/f: The key to effective slice-of-life commercials is a catchy jingle

false

Which of the following statements about comprehensive layouts or comps is true? A. At the comp stage, all visuals are in final form. B. Comps are generally simplistic and quickly done. C. Headlines and subheads are hand-lettered on a comp. D. Comps present the handheld look and feel of a brochure. E. The body copy on a comp is simulated by using pencil lines.

(a) at the comp page, all visuals are in final form

A television commercial shows Finishing Touch Hair Remover, an electric hair trimmer designed for "sensitive areas." The ad shows various women shaving their faces. This commercial is an example of a(n) _____ commercial. A. demonstration B. testimonial C. lifestyle D. straight announcement E. animation

(a) demonstration

The bottom of an advertisement for Horizon brand organic milk asks readers to visit www.horizonorganic.com to learn more about why you should drink organic milk. This is an example of a(n) A. direct close. B. lead-in. C. copy finale. D. trial close. E. indirect close.

(a) direct close

Which of the following is least likely to be a characteristic of an effective headline? A. engaging the reader slowly B. explaining the visual in the ad C. leading the reader into the body copy D. attracting attention to the advertisement E. presenting the complete selling idea to the reader

(a) engaging the reader slowly

A _____ is the term for the words in the leading position of an advertisement. These words are usually in larger type than the rest of the ad. A. headline B. title C. picture caption D. banner E. block copy

(a) headline

The ad for Rockport boots has the following _____ headline: "A total of 500,000 tons of rain can fall from a single storm." A. information B. debatable C. command D. question E. benefit

(a) information

A company that wanted to use an emotional appeal to consumers would most likely use _____ copy. A. narrative B. institutional C. dialog/monolog D. device E. slice-of-life

(a) narrative

Stephanie Courtney plays Flo in Progressive Insurance's ads. She appears in a number of _____ commercials to talk to potential customers about the benefits of Progressive Insurance. A. presenter B. straight-sell C. lifestyle D. slice-of-life E. demonstration

(a) presenter

Copy for the comp is usually typeset on a computer and positioned with the visuals, and the ad is A. printed as a full color proof. B. more correctly called still-life. C. less expensive to develop than thumbnails. D. always in black and white. E. a very small pencil sketch.

(a) printed as a full color proof

How well the big idea is executed is often determined by the advertising visuals. Which of the following is likely to be the focus for a print ad visual? A. product packaging B. public relations value C. the competition D. product comparison E. expert opinions

(a) product packaging

The layout for the script of a television commercial is first seen as a _____, a series of frames or pictures that correspond to the commercial. A. storyboard B. mechanical C. rough D. dummy E. comp

(a) storyboard

The _____ commercial is the oldest and simplest type of television commercial to produce. A. straight announcement B. testimonial C. narrative D. dialog E. standard-sell

(a) straight announcement

In an ad for Tesla, _____ copy is most likely used because the ad explains how to charge the car from any outlet and how far the car can go on a full charge. A. straight-sell B. market-oriented C. sales-oriented D. institutional E. picture-caption

(a) straight-sell

Campbell's Soup uses the slogan or _____, "M'm! M'm! Good!". A. tagline B. logo C. trademark D. masthead E. signature cut

(a) tagline

The most effective radio commercials should A. use familiar sound effects. B. mention the advertiser's name only once. C. avoid asking for the order. D. use more adjectives than verbs. E. act as if radio is an international medium.

(a) use familier sound effects

The primary purpose of a banner ad is to A. facilitate the use of a firm's Facebook page by offering free product samples. B. bring Internet users to a website other than the one they intended to visit. C. ensure that website 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.

(b) bring internet users to a website other than the one they intended to visit

Which of the following most likely promotes user engagement on a website? A. brand equity B. interactivity C. banner ads D. product reviews E. privacy policies

(b) interactivity

An ad for Pûr water filters has a photo that shows a woman enjoying a glass of water from her Pûr water filter while her dog is on the counter gnawing on a freshly cooked turkey. The _____ copy under the picture begins with the following statement: "The only thing you'll notice is how great it tastes." A. institutional B. picture-caption C. dialogue D. device E. straight-sell

(b) picture-caption

Another name for the poster-style format is the A. thumbnail sketch. B. picture-window layout. C. paste-up. D. camera-ready copy. E. comprehensive layout.

(b) picture-window layout

When Crate & Barrel began carrying a line of cookware created specifically for the retailer by well-known designer Michael Graves, its ads used the following _____ headline: "Can a great designer make a great cook?" A. informative B. question C. command D. imperative E. benefit

(b) question

A _____ commercial for the Pentax waterproof point-n-shoot digital camera showed how the camera survived when a toddler grabbed the camera and dropped it into her dirty bathwater. A. straight presentation B. slice-of-life C. benefit D. narrative E. straight-sell

(b) slice-of-life

the art director for a television commercial creates the _____ to present the artistic approach, the action sequences, and the style of the commercial. A. casting brief B. storyboard roughs C. visualization board D. conceptualization board E. preproduction board

(b) storyboard roughs

_____ is a basic element in the construction of lengthy body copy. A. Introduction B. Trial close C. Stimulus-response D. Compelling visual E. Tension

(b) trial close

Which statement about writing radio copy is most likely true? A. Radio scripts resemble three-column lists. B. The copy used in radio scripts must never be intrusive C. A 30-second ad should contain between 60 and 70 words. D. A 60-second ad should contain between 175 and 200 words. E. Sound effects are considered outdated and unprofessional in radio ads.

(c) a 30-second ad should contain between 60 and 70 words

A commercial for Bailey's Irish Cream shows young sophisticates in a party-like atmosphere enjoying each other's company and drinking the liqueur. This commercial uses A. animation. B. a soft sell. C. a lifestyle technique. D. silent testimonials. E. a narrative technique.

(c) a lifestyle technique

How the art director chooses and structures the artistic elements of an ad is called the ad's A. style. B. format. C. design. D. copy concept .E. art composition.

(c) design

Which term refers to a highly influential group of heavy Internet users who frequently share their opinions about brands and products with others? A. e-marketer B. blogger C. e-fluential D. hacker E. icon

(c) e-fluential

The distinctive voice of the Aflac duck immediately reminds viewers that Aflac is there to help pay bills medical insurance will not cover, acting as a(n) A. product reminder. B. illustration tag. C. mnemonic device. D. visual reminder. E. visual prod.

(c) mnemonic device

The headline for Lay's Potato Chips reads, "Betcha can't eat just one." This headline is designed to be a(n) _____ headline. A. informative B. command C. provocative D. imperative E. benefit

(c) provocative

Thumbnail sketches are best described as 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.

(c) rapidly produced pencil sketches used to try out ideas

A headline reads, "Everybody worries about the cost of fuel. Falcon airplane owners worry 20 to 60 percent less." The rest of the ad presents factual information about the fuel economy of Falcon airplanes. Which of the following has most likely been used in the Falcon ad? A. institutional copy B. picture-caption copy C. straight-sell copy D. dialogue copy E. narrative copy

(c) straight-sell copy

The additional smaller headline that generally appears below main headline is called a(n) A. affirmation. B. directive. C. subhead. D. byline. E. caption

(c) subhead

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

(d) a directional pattern should be evident so readers know in what sequence to read

Sprite's headline reads, "Obey your thirst." Sprite used a(n) _____ headline. A. informative B. subjective C. question D. command E. objective

(d) command

_____ copy depends on wordplays, humor, poetry, rhymes, great exaggeration, gags, and other tricks. A. Narrative B. Dialogue C. Humorous D. Device E. Contrived

(d) device

Effective television commercials should most likely A. let the audio carry most of the weight. B. avoid the use of demonstrations. C. make the message complex. D. focus on final impressions. E. include lengthy audio copy.

(d) focus on final impressions

An ad for the retailer Coldwater Creek does not promote the clothing the store chain sells. Rather the ad was designed to promote the Susan G. Komen Breast Cancer Foundation's Race for the Cure. The _____ copy in this ad described how important it was for women to receive annual mammograms and support breast cancer research. A. business B. service C. anecdotal D. institutional E. regulated

(d) institutional

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

(d) it shows the size and placement of each element

Which term refers to an overall orderly arrangement of all the elements of an ad? A. format B. blueprint C. draft D. layout E. outline

(d) layout

In a print ad, the _____ is a bridge between the headline and the sales ideas presented in the text. A. kicker line B. trial close C. reconnaissance D. lead-in paragraph E. presentation paragraph

(d) lead-in paragraph

In the _____, which is drawn to the size of the actual advertisement, the headlines and subheads are lettered in, the intended illustrations and photographs are sketched in, and the body copy is simulated by using pencil lines. A. mock-up B. thumbnail sketch C. dummy D. rough E. draft copy

(d) rough draft

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. A. logo B. sig cut C. theme line D. seal E. tagline

(d) seal

In a(n) _____ commercial for Square Space, a representative for the podcaster Square Space explained how the company could help listeners "set your website apart" with an easy-to-use platform that allows small businesses to build their own websites. A. testimonial B. slice-of-life C. animated D. straight announcement E. demonstration

(d) straight announcement

GE uses "Imagination at Work" as its slogan. La-Z-Boy Incorporated uses the slogan "Comfort. It's what we do." Why do these companies most likely use slogans? A. to use the marketing mix B. to meet product standards C. to create a euphemistic ad image D. to provide continuity for an ad campaign E. to provide quick recognition at the point of purchase

(d) to provide continuity for an ad campaign

The headline for Pimsleur's language program reads, "Speak a foreign language in 30 days or your money back." This headline is not only a command headline, but it is also designed to be a(n) _____ headline. A. informative B. provocative C. device D. question E. benefit

(e) benefit

The _____ is a highly refined facsimile of the finished ad. A. dummy B. photo-ready art C. rough layout D. thumbnail photo E. comprehensive layout

(e) comprehensive layout

In the creative phase, the _____ uses thumbnails, roughs, and comprehensives (comps) to establish the ad's look and feel. A. storyboard editor B. graphic consultant C. dummy D. copy editor E. designer

(e) designer

An animatic is best described as a 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.

(e) film strip of the storyboard sketches accompanied by the audio part of a TV commercial

British Petroleum (BP), a multinational oil corporation, is involved in drilling, processing, and creating products from oil. The company was also involved in a major oil spill in the Gulf of Mexico, after which it launched an ad campaign to extol the firm's virtues with copy such as, "We made two commitments: help the Gulf recover and become a safer company." In other words, BP used _____ copy in its print ads. A. business B. service C. anecdotal D. regulated E. institutional

(e) institutional

A SoBe Life Water ad features a model and hundreds of geckos. Since Geico, an insurance company, has made such good use of the gecko in its advertising, many viewers actually think the ad is for insurance instead of bottled water. In this case, the SoBe commercial acts as a _____ for Geico. A. hidden perceptual benefit B. problem/solution feature C. stimulus-response component D. subliminal perception E. mnemonic device

(e) mnemonic device

Slice-of-life television commercials often incorporate _____, which are intended to assist the viewer's memory. A. hidden perceptual benefits B. problem/solution features C. stimulus-response components D. subliminal perception E. mnemonic devices

(e) mnemonic devices

Which of the following statements about subheads is most likely true? A. Subheads should appear in the same size font as the headline. B. Subheads always appear below the headlines. C. A subhead that appears above the headline is called a reconnaissance. D. Subheads should contain facts even more dramatic than the headline. E. Subheads are longer and more like sentences than headlines.

(e) subheads are longer and more like sentences than headlines

t/f: Unlike print ads, broadcast commercials do not use a format or layout.

false

t/f: Another name for the poster-style format is the storyboard layout

false

t/f: Banner advertising is the dominant approach used in Internet advertising

false

t/f: Designing ads for digital media uses the identical skills required for advertising in print and broadcast media.

false

t/f: In most print ads, the headline corresponds to the credibility component of the creative pyramid

false

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

false

t/f: A dummy is a rough, rapidly produced pencil sketch that is used for trying out ideas

false

t/f: All that appears on a typical radio script is the ad dialog

false

t/f: An ad for Gore-Tex® Fabrics that rhymes dry with sky is using dialogue

false

t/f: An ad for Lay's Potato Chips reads, "Betcha can't eat just one." This is an example of a command headline

false

t/f: Ideally, headlines communicate the complete selling idea and engage the reader quickly

true

t/f: Once the best ad design is chosen, the layout serves as a blueprint.

true

t/f: One of the five key recommendations for making successful viral video is to not be traditional. Messages that look like TV or print ads aren't shared on the Internet

true

t/f: Since 1999, GEICO Insurance ads feature a polite, demure gecko named Martin after the advertising agency that came up with him. In addition to being a play on the similar sound and look of the words "GEIKO" and "gecko," Martin is an example of the use of animation in advertising.

true

t/f: Slogans serve as brief, repeatable positioning statements

true

t/f: The Progressive Insurance commercials that feature the character of Flo discussing the firm's insurance products are presenter commercials

true

t/f: The best ads focus on one big idea

true

t/f: The comprehensive layout, or comp, is a highly refined facsimile of the finished ad

true