MKTG chapter 9

Ads for Travelers Insurance feature an umbrella, which represents the protection provided by the company. Because this image cuts across national boundaries and is readily understood in other countries, the umbrella can be called a(n): A. icon. B. logotype. C. perceptual image. D. signature. E. international attribute.

A. icon.

The most important consideration for copywriters and creative directors who are trying to develop an ad campaign for a foreign market is: A. language. B. trade barriers. C. cultural biases. D. media. E. acculturation capabilities.

A. language.

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

For which of the following projects would an ad agency be MOST likely to 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 statements about comprehensive layouts or comps is true? A. At the comp stage, all visuals are in final form B. Comps are generally simplistic C. The headlines and subheads are hand-lettered on a comp D. Comps present the handheld look and feel of brochures, multipage materials, or point-of-purchase displays E. The body copy on a comp is simulated by using pencil lines

A. At the comp stage, all visuals are in final form

The bottom of an advertisement for Horizon brand organic milk asks readers to visit http://www.horizonorganic.com/DHA to learn more about why you should drink organic milk. This is an example of a(n): A. close. B. sales culminator. C. copy finale. D. device for reply. E. offer for provoking action.

A. close.

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

A. demonstration

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

A(n) _____ is a visual image of some idea or thing that can have a meaning that cuts across national boundaries and reflects the tastes and attitudes of a group of cultures. A. icon B. logotype C. perceptual image D. signature E. international attribute

A. icon

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

A. news/information

An effective headline should: A. present the complete selling idea. B. engage the audience. C. lead the reader directly into the body copy. D. attract attention to the advertisement. E. engage the reader slowly.

A. present the complete selling idea.

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 the Fidelity Investment Bank, _____ copy is used, which explains how to create your own IRA account and to get the maximum benefits from it. A. straight-sell B. market-oriented C. sales-oriented D. institutional E. picture-caption

A. straight-sell

After conceptualization, the primary responsibility of the art director is to: A. supervise the ad's progress to completion. B. prepare possible visuals for the ad. C. write the body copy and the headline(s). D. introduce creativity to a prosaic process. E. organize the various elements of an ad into a proposed layout.

A. supervise the ad's progress to completion.

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

Traditional mechanicals are: A. type and line art pasted in place on a piece of white art board, called paste-ups. B. more correctly called still-life. C. less expensive to develop than comps. D. always in black and white. E. very small, rapidly produced drawing that the artist uses to visualize layout approaches without wasting time on details.

A. type and line art pasted in place on a piece of white art board, called paste-ups.

A French manufacturer of riding equipment that uses translators to translate its advertising from French to Japanese should: A. use a translator who is a product or market specialist. B. use idiomatic expressions in its copy. C. hire a translator who lives in Japan. D. use a European translation service to rewrite its ads into Japanese. E. use double meanings that translate well.

A. use a translator who is a product or market specialist.

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 familiar sound effects.

Selecting the focus of an advertising visual is an important step in the creative process. Which of the following is LEAST likely to be the focus for an ad visual? A. The package itself B. Public relations value C. Negative appeal D. Product comparison E. Testimonials

B. Public relations value

Which of the following is a basic element in the construction of body copy? A. Introduction B. Trial close C. A stimulus-response component D. A visual E. Exterior paragraphs of the body copy

B. Trial close

Effective Web sites should always offer: A. an Internet Service Provider sponsor. B. interactivity. C. a toll-free number. D. a PayPal option. E. a mission statement explaining privacy policies.

B. interactivity.

The stylized face of Colonel Sanders in KFC ads and on its products acts as a(n) ______; it triggers instant recall of the product. A. product reminder B. mnemonic device C. illustration tag D. visual reminder E. visual prod

B. mnemonic device

An ad for Pûr water filters has a photo which 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. dialog/monolog 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.

The headline for the Land O'Lakes butter ad reads, "What if you could taste sunshine?" This headline is not only a question headline, but it is also designed to be a(n) _____ headline. A. informative B. provocative C. command D. imperative E. benefit

B. provocative

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 grungy 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

Which of the following statements about developing copy for radio advertising is true? A. The radio scripts given to the announcers do not contain information about any sound effects that might be used in the ad. B. The copy used in radio scripts must never be intrusive. C. One of the most challenging aspects of writing for broadcast media is making the script fit the time slot. D. The primary determinant to whether an individual actually listens to radio copy is the time of day the ad is run. E. The scene should be set quickly to establish the premise.

C. One of the most challenging aspects of writing for broadcast media is making the script fit the time slot.

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.

Thumbnail sketches: A. are small mock-ups of dummy point-of-purchase displays. B. refer to the results of market tests for proposed ad campaigns. C. are very small, rough, rapidly produced drawings used to try out ideas during the conceptual phase of the design process. D. refer to each individual frame in a storyboard. E. are mock-ups of comparable ads that competitors are using and are provided by the agency.

C. are very small, rough, rapidly produced drawings used to try out ideas during the conceptual phase of the design process.

Brighton is a purse manufacturer that developed a line of red, heart-shaped purses to sell on Valentine's Day. The headline of the ad in which the purses were introduced read, "Share your heart!" Brighton used a(n) _____ headline. A. informative B. subjective C. command D. question E. objective

C. command

How the director and the graphic artists (or graphic designer) conceptually choose and structure 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.

The headline reads, "Everybody worries about the cost of fuel. Falcon airplane owners worry 20 to 60 percent less," and the _____ copy explains the fuel economy achieved by owners of this brand of small airplane. A. institutional B. picture-caption C. straight-sell D. dialog/monolog E. device

C. straight-sell

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.

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

D. Device

How does the layout of an advertisement help ensure its success? A. It is an elaboration of the advertising company's vision B. It decodes the product's message C. It creates new target markets D. It shows the size and placement of each element E. It shows the manner in which a thought or image is expressed

D. It shows the size and placement of each element

GE uses "Imagination at Work" as its slogan. La-Z-Boy Incorporated uses the slogan "Comfort. It's what we do." Why do these international companies find it necessary to use slogans? A. To prevent ad obfuscation B. To ensure the achievement of the advertiser's marketing objectives C. To create a euphemistic 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

According to the principles guiding how ads should be laid out? A. no element of the ad should dominate. B. the ad should appear unusual and asymmetrical to create eye appeal. C. the space within the ad should be broken into asymmetrical units. D. a directional pattern should be evident so that readers know in what sequence to read. E. there should be a force that holds the ad together and gives it variation.

D. a directional pattern should be evident so that readers know in what sequence to read.

Effective television commercials should: A. let the audio carry most of the weight. B. avoid the use of demonstrations. C. make the message complex. D. begin at the finish. E. let the pictures speak for themselves.

D. begin at the finish.

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 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

Cargill, Incorporated is a privately held, multinational corporation. Its business activities include purchasing, processing, and distributing grain and other agricultural commodities, and the manufacture and sale of livestock feed and ingredients for processed foods and pharmaceuticals. In 2007, Cargill launched an ad campaign in which it used advertising in business publications to extol its virtues. In other words, Cargill used _____ copy in its print ads. A. business B. service C. anecdotal D. institutional E. regulated

D. institutional

A(n) _____ is an overall orderly arrangement of all the format elements of a print ad. A. format B. blueprint C. ad draft D. layout E. outline

D. layout

In an advertisement in print media, the _____ is a bridge between the headline, the subheads, 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

John Slack is a noted equestrian and a World Champion rider. He appeared in a _____ commercial to tell other horse lovers about the Purina Mills Equine Education Series, which provides advice on your horse's care and training. A. straight-sell B. testimonial C. slice-of-life D. presenter E. demonstration

D. presenter

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

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. themeline D. seal E. tagline

D. seal

Which of the following statements about subheads is 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. The purpose of the subhead is to act as a stepping stone between the body copy and the headline.

E. The purpose of the subhead is to act as a stepping stone between the body copy and the headline.

An animatic is: A. a commercial idea for an electronic medium that requires the use of animals. B. an idea or concept used exclusively in animated television commercials. C. the finished, operational script for a television commercial. D. a sheet preprinted with a series of 8 to 20 blank television screens. E. a film strip composed of the storyboard sketches accompanied by the audio portion of a TV commercial synchronized on tape.

E. a film strip composed of the storyboard sketches accompanied by the audio portion of a TV commercial synchronized on tape.

The headline for an ad for Swanson's chicken broth reads, "Make chicken soup as good as grandma's." 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

During the 2008 Super Bowl, SoBe ran a commercial for its SoBe Life Water, a new product. The ad featured a model and hundreds of geckos. Because Geico has made such good use of the gecko in its advertising, many viewers actually thought the ad was for insurance instead of a new drink. In this case, the SoBe commercial acted as a _____ for the insurance provider. 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 defined as devices, often gimmicks, used 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

The _____ is responsible for assembling the various elements of an ad and mechanically putting them together the way the art director has indicated. A. storyboard editor B. graphic consultant C. graphic designer D. copy editor E. production artist

E. production artist