353 ch 9

Select the similarities between the narrative body copy style and the dialogue body copy style used in print advertising. (Check all that apply.)

Both tell a story. Both resolve a set-up situation by using the advertised product.

Which advertisement would most likely use a dummy?

a point-of-purchase display in a retail store

body copy

credibility and desire

The TV commercial format that shows a product in use is known as a(n) _____.

dem

A characteristic of provocative headlines used in print advertising is that they _____.

encourage readers to read the body copy of an advertisement

subhead

interest

A commercial that includes the sales message in a song verse is known as a _____.

jingle

The Avon doorbell or the whistling tune to McDonald's "I'm lovin' it" slogan are examples of ______.

mnemonic devices

When a product conforms to standards constituted by a recognized organization, it is awarded a _____.

seal

Companies that want to appear at the top of a consumer's Internet search results will strive for ______.

search engine optimization

When the effectiveness of a product is vouched for by a satisfied user, the ______ format is being used.

testimonial

Illustrators and photographers are responsible for the _____ in advertising.

visuals

What options does a video announcer have to deliver a message? (Select all that apply)

voice over and on camera

Identify the information headline from the following.

"Fresh & Brite Toothpaste was awarded as the "Top Choice by Dentists."

Choose a command headline used in print advertising from the following.

"Stop cavities today with Fresh & Brite toothpaste."

Identify the different purposes of a layout in print advertising. (Check all that apply.)

- It serves as a blueprint of an advertisement after the selection of the best design. - It helps in the development and evaluation of an advertisement in advance. - It helps in the development of the nonverbal and symbolic components of an advertisement.

Identify the important goals of creating a visual for an advertisement. (Check all that apply.)

- create a positive impression of the product or advertiser - hold the attention of the audience - portray the product actually being used

Identify the elements of a rough advertisement layout. (Check all that apply.)

- lines representing the body copy - sketches of photos and illustrations

An accurate statement about the nonverbal aspect of an advertisement is that it _____. (Check all that apply.)

- shares the burden of communication - helps to create the mood of an advertisement - contributes toward brand personality

Identify the accurate statement regarding musical commercials, or jingles.

Done poorly, they waste the ad budget and annoy consumers.

Identify features of an effective banner ad. (Check all that apply.)

It concentrates on selling a product. It is straightforward.

Identify the role of an effective headline in an advertisement. (Check all that apply.)

It engages customers. It explains an image in the print advertisement. It explains the main advantage of a product.

Identify a feature of the command headline that is used in print advertising.

It instructs readers to perform some action.

What is a unique feature of the presenter commercial format used in radio and television?

It involves a person or character imparting the promotional message.

Identify a true statement about the body copy of a print advertisement.

It is a continuation of the headline and the subhead.

Identify an accurate statement about the audio in the context of radio advertising.

It is located in the right column of a script containing a dialogue.

Identify a feature of the straight-sell body copy style in print advertising.

It presents product information in a direct and factual way.

What are the basic purposes of a slogan in print advertising? (Check all that apply.)

It provides cohesion to a series of promotional messages. It condenses the advertising message into a memorable statement.

company logo and slogan

action

In the design process, a rough draws attention to the ______.

actual size of an advertisement

How is the Internet different from print and broadcast media despite containing elements of both?

all the members of audience can interact with each other as well as with the advertisers

Identify the advertising format that is unique for its use of puppet characters, cartoons, or demonstrations of nonliving characters that come to life in television commercials.

animation technique

Which advertising technique simplifies a complex subject and gets through specialized markets?

animation technique

When can an ad or ad concept be altered or canceled during the design and production process?

at any point along the way

visual/ headline

attention

Which advertising layout features a single, dominant visual that occupies between 60 and 70 percent of an advertisement's total area?

ayer no.1

The poster-style format and the picture-window layout are both synonyms for a _______.

ayer no.1 layout

In the context of print advertising, the dialogue/monologue body copy style differs from the narrative body copy style by ______.

being more believable

In print advertising, the headline that assures customers of a rewarding experience from using a certain product or service is known as the _____________ headline `

benefit

The headline of a new poster-style advertisement by Focus, a popular energy drink, reads, "One drink will keep you sharp and focused" This is an example of a _____.

benefit headline

How do advertisers ensure that an audience reads the body copy of an advertisement with a provocative headline? (Check all that apply.)

by introducing some story appeal by designing visuals that complement a headline

When it comes to communicating an advertisement message, the nonverbal aspect of an ad _______.

carries at least half the burden of communication

A designer sets the style of an advertisement by ______.

combining artistic elements and uniquely blending them

A comprehensive layout is also often called a ___________

comp

Identify four of the primary format elements in print advertising. (Check all that apply.)

company slogan visual body copy subhead

A characteristic of a question headline used in advertising is that it _____.

compels readers to read the body copy of an advertisement

Identify a feature of a comprehensive layout used in the advertisement design process.

contains elaborate details of the final advertisement

Identify the phase of the advertisement design process that establishes the look and feel of an advertisement.

creative phase

The phrase "don't say it, show it" relates to which format of audio and video commercials?

demonstration

The visual pattern or composition of artistic elements chosen and structured by a graphic artist is referred to as a _____.

design

In print advertising, a style of body copy that employs wordplay, poetry, rhymes, humor, and other figures of speech is called the _____.

device copy

An accurate statement about banner ads is that they _____.

divert internet users to the product sites from other websites

A three-dimensional, handmade layout of a brochure is known as a ______.

dummy

A large New York-based public relations firm, Burson-Marsteller USA, refers to the opinion leaders on the Internet as _____.

e-fluentials

True or false: Television copywriting does not follow the basic two-column script format used in radio copywriting.

false

True or false: The body copy is read by most readers making it the most important feature of print ads.

false

An accurate statement about the lifestyle technique of TV and radio commercials is that it _____.

focuses more on a user than the product

Companies that strive for search engine optimization are looking to ______.

have their company appear at the top of a consumers research results

The words that are read first in an advertisement appear in the _____.

headline

Who is responsible for painting, sketching, or drawing the picture we see in advertising?

illustrator

Identify the body copy style that organizations such as insurance companies, public corporations, and banks generally use to improve their public image.

institutional copy

When a straight announcement is combined with a show or tailored to a given program to avoid any noticeable interruption, it is called a(n) _____.

integrated commercial

What is at the core of digital media engagement?

interactivity

Identify the level in the creative pyramid to which the lead-in paragraph of an advertisement corresponds.

interest

Subheads placed above the headline are called

kickers

In print advertising, a headline fails to attract audience's attention when it _____.

lacks immediacy

An organized formation of all the parts of an advertisement is known as a(n)

layout

Identify the body copy element that connects the sales ideas of an advertisement with its headline.

lead-in paragraph

Device copy in print advertising tends to ______.

make the advertised brand more memorable improve an audience's perception of the advertised product

A headline that includes updates on incidents and current events or communicates believable claims made by a product is known as a _____ headline.

news/informative

In print advertising, the style of body copy that employs images and captions to convey the selling idea is called the _____ copy.

picture

what is seen first in order on a print ad

picture headline body copy

Which body copy style should be used to advertise products that can be used in numerous ways?

picture- caption copy

A famous actor appears in commercials promoting a certain brand of vehicle as the "only car worth driving." This is a type of a ______ commercial.

presenter

In the context of print advertising, an accurate statement about seals from particular organizations is that they _____.

provide the product with a valued autonomous endorsement

In the context of print advertising, a characteristic of a good trial close element of body copy is that it _____.

provides consumers a chance to buy a product/service without wasting time

Identify the type of headlines that advertisers use to stimulate imagination and curiosity of readers prompting them the find answers in the body of the ad.

question headlines

In the advertisement design process, thumbnails help an artist to _____.

quickly visualize the advertisement layout

In writing video copy, the left side of the script (labeled "video") describes _____. (Check all that apply.)

scenery stage directions camera angles

Identify the two-column list containing names and a dialogue used in radio advertising copy.

script

Mnemonic devices are often used with the ______ commercial format to help customer recall.

slice of life

TV or radio commercials that present real-life scenarios in which the product is tried and becomes the solution to a problem are referred to as _____ commercials.

slice of life

Which of the following commercial formats concentrates on one compelling advantage of a product or service to get the attention of an audience?

slice of life

A standard company statement for advertisements, salespeople, and company employees is called a(n) _______.

slogan

A sheet that includes the shape of TV screens containing 8 to 20 blank frames and the text of the commercial underneath every frame is called a(n) _______.

storyboard

An art director converts the video part of a TV commercial script into actual images by using a(n)

storyboard

An art director presents the creative approach for a TV commercial by using a series of _____.

storyboard roughs

Which is the most elementary type of audio or video commercial?

straight announcement

Products that are difficult to use are best suited to be advertised with the _____ style of body copy.

straight-sell

The secondary headline that is placed above or below the headline of an advertisement is called the

subhead

In a straight announcement commercial, the term "on camera" refers to ______.

the audience being able to see an announcer delivering a sales message

A new range of energy drinks showcases a group of young, lively people playing and having fun on the beach using the product to replenish their energy. In this instance, by giving emphasis to the user and not the product, the advertisers are employing _____.

the lifestyle technique

The institutional body copy in print advertising emphasizes _____.

the merits of a company

Identify an accurate statement about e-fluentials.

they can build or ruin product reputation

A rapidly produced sketch that is used for trying out ideas without wasting time on the details is called a _____.

thumbnail

Identify a body copy element that blends with the interior paragraphs of an advertisement and steers consumers toward making the buying decision early.

trial close

What is the basis of a storyboard rough in television advertising?

tv script