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Which of the following members of a creative team is responsible for developing the copy spoken by an imaginary persona?
The _____, a member of the creative team, is responsible for the nonverbal aspect of the message, the
design, which determines the visual look and intuitive feel.
In the creative brief used by Leo Burnett, a(n) _____ refers to a specific, concise description of what the campaign is supposed to accomplish or what problem it is supposed to solve.
The _____ component of a message strategy includes budgets, scheduling limitations, and mandatories.
Which of the following colors conveys sophistication and high-end merchandise, and is used to
stimulate the purchase of expensive products?
_____ thinkers make decisions based on intuition and ethical judgments. They are better able to
embrace change, conflict, and paradox.
In IMC, the ______ refer(s) to the step-by-step procedure used to discover original ideas and reorganize existing concepts in new ways.
In terms of the Artist’s role, a _____ refers to a bold, creative initiative that builds on a strategy, joins the product benefit with consumer desire in a fresh, involving way, brings the subject to life, and makes the audience stop, look, and listen.
_____ may occur when people in an agency start “thinking like the client,” especially if the client is a
In the _____ step of the creative pyramid, the copywriter encourages prospects to picture themselves
enjoying the benefits of the product or service.
The purpose of the final step of the creative pyramid, ____, is to motivate people to do something— send in a coupon, visit a Web site, visit the store—or at least to agree with the advertiser.
After developing the initial concepts and layouts for an ad, the primary responsibility of art directors is to:
A(n) _____ is responsible for assembling the various elements of an ad and mechanically putting them
together the way the art director indicates.
In a _____, the artist draws to the actual size of the ad in which headlines and subheads suggest the
final type style.
A _____ headline orders or requests the reader to do something, so it might seem negative. But
readers pay attention to such headlines.
The bottom of an advertisement for Perfect Homes reads, "Call 1-800-517-0317 or visit http://
www.surefit.com to receive a free catalog." In terms of the format elements used to construct long copy, this is an example of a(n):
Slogans, also known as _____, begin as successful headlines and become standard statements through
Which of the following provides an independent, valued endorsement for an advertiser’s product because the organization awarding it is a recognized authority?
A(n) _____ refers to a visual image representing 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.
The process of converting a script or storyboard into a finished commercial for use on radio, TV, or
digital media is known as _____.
In terms of radio commercial production, _____ refer(s) to the regular charge agreed to in the union contract for talent.
In terms of radio commercial production, if a commercial is extended beyond the time specified in the
contract, the advertiser owes a _____ to the talent.
The _____ process consists of four major phases: preproduction, production, prepress, and printing
According to the classes of type used in advertising, _____ type is larger and heavier than text type;
useful in headlines, subheads, logos, and addresses, and for emphasis.
Which of the following is done by artists to calculate the total block of space the type will occupy in
relation to the typeface's letter size and proportions?
In terms of preparing mechanicals, _____ refers to artwork in which the printer must photograph each layer of art to make separate plates.
Normal photographic paper (such as snapshots made with a camera) produces images in _____ that
refers to black and white with shades of gray in between.
A high-contrast film yielding only black-and-white images with no gray tones is referred to as _____.
_____ refers to the process of mounting film negatives together in perfect registration onto opaque
plastic sheets called flats during the prepress phase of print production.
In print production, _____ refer(s) to colors, type, or visuals that run all the way to the edge of the
In the _____ phase of the radio commercial production process, the advertiser and agency perform a variety of tasks that allow production to run smoothly, on time, and within budget.
HTML is used to create site content, while CSS provides elements of design such as typography,
color, and layout.
____ are posted at a Web site or in Facebook, with the goal of attracting an initial small but
influential audience that shares it with dozens or even hundreds of others.
Some artists begin a blueprint of a Web site with sketches on paper, while others use sketching tools such as OmniGraffle, Photoshop, or Illustrator to lay out the basic look. This Web site blueprint is known as a wireframe, a visual guide that specifies the arrangement of the elements on the page.
(a) Inadequate planning and lack of preparation, (b) production luxuries, such as lunch for the entire cast, (c) overtime, (d) special equipment for unusual production effects, and (e) a complex hierarchy of decision makers can stall production progress.
Which of the following statements explains why some advertisers are reluctant to use magazines as an
According to the classification of magazines by content, _____ magazines are purchased for
entertainment, information, or both, are edited for people who buy products for their own personal use.
According to the classification of magazines by geography, _____ publications are targeted to a specific area of a country.
_____ refers to an estimate determined by market research of how many people read a single issue of
In terms of the classification of business publications based on readership, a(n) _____ covers a
specific industry in all its aspects.
The _____ date refers to the date all ad material must be in the publisher's hands for a specific issue of a magazine.
The rate card for a magazine mentioned that the one-time cost for a full-page black-and-white ad was
$795. The magazine had a total circulation of 15,000. Calculate the magazine's cost per thousand (CPM).
On the basis of physical size, the _____ newspaper is about 22 inches deep and 13 inches wide and is divided into six columns.
In newspaper advertising, _____ advertising includes copy, illustrations or photos, headlines, coupons,
and other visual components.
The cover date is the date printed on the cover. The on-sale date is the date the magazine is actually issued. And the closing date is the date all ad material must be in the publisher's hands for a specific issue.
(a) flexibility in readership and advertising
(c) authority and believability
(d) permanence or a long shelf life
(e) prestige for products advertised in upscale magazines (f) audience selectivity
(a) lack of immediacy that advertisers can get with newspapers or radio (b) shallow geographic coverage
(c) inability to deliver mass audiences at a low price
(d) inability to deliver high frequency
(e) long lead time for ad insertion
(f) heavy advertising competition
Magazines charge extra for special features. Color normally costs 25 to 60 percent more than black and white. Some publications even offer metallic inks and special colors. Bleed pages can add as much as 20 percent to regular rates, although the typical increase is about 15 percent. Magazines charge different rates for ads in geographic or demographic issues.
Newspapers can be classified by frequency of delivery, physical size, or type of audience.
A daily newspaper is published as either a morning or evening edition at least five times a week, Monday through Friday. Morning editions tend to have broader geographic circulation and a larger male readership; evening editions are read more by women.
(See # 79.)
Like magazines, newspapers carry preprinted inserts. The advertiser prints the inserts and delivers them to the newspaper plant for insertion into a specific edition. Insert sizes range from a typical newspaper page to a double postcard; formats include catalogs, brochures, mail-back devices, and perforated coupons. Some large metropolitan dailies allow advertisers to limit their inserts to specific circulation zones. (See # 80)
_____ TV reaches its audience through wires, which may be strung from telephone poles or laid
In _____ syndication, former popular network programs (reruns) are sold to individual stations for rebroadcast.
It involves first-run programs offered free or for a reduced rate, but with some of the ad space
presold to national advertisers.
To promote its autumn sale, Polka Inc., an apparel store in Alabama, bought advertising time during a
program known as Top 50 Hits that was broadcast at 9:00 P.M. (EST). In terms of dayparts, this time period is known as _____.
The percentage of homes in a given area that have one or more TV sets turned on at any particular time is expressed as:
_____ measure(s) the audience as a percentage of all TVHH in the area, whether the TV sets are on or
_____ refer(s) to free advertising time an advertiser receives to compensate for spots the station missed or ran incorrectly or because the program’s ratings were substantially lower than guaranteed.
_____ can put commercials on the air quickly and advertisers can build local acceptance by using local personalities.
identify stations with the greatest concentration of the advertiser’s target audience by
In television, gross rating points (GRPs) are the total rating points a particular media schedule achieves over a specific period. GRPs are computed as follows: Reach (average rating) * Frequency = Gross rating points. GRPs allow advertisers to draw conclusions about the different markets available for a client’s ads by providing a comparable measure of advertising weight. However, GRPs do not reflect a market’s size.
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