Find study materials for any course. Check these out:
Browse by school
Make your own
To login with Google, please enable popups
To login with Google, please enable popups
Don’t have an account?
To signup with Google, please enable popups
To signup with Google, please enable popups
Sign up withor
Which of the following members of a creative team is responsible for developing the copy spoken by an imaginary persona?
A. The layout artist
B. The creative director
C. The copywriter
D. The graphics artist
E. The art director
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.
A. creative director
B. art director
C. publicity expert
D. accounts executive
In advertising, creatives refer to:
A. the people (copywriter, ad director, and creative director) who work in the creative department.
B. the elements of the advertising mix that are used in developing a creative strategy.
C. the group of copywriters working in the creative department.
D. the stages in the integration of the visual and nonvisual elements of a creative product.
E. the elements that are chosen in the final version of a creative product.
Which of the following is a dimension of a great advertisement?
A. Sensory appeal
B. Audience impact
C. Gross impressions
D. Informational motive
E. Possible exposures
Which of the following appeals will a marketer use to target a consumer’s safety needs?
A. Economy in purchase
D. Personal comfort
Which of the following appeals will a marketer use to target a consumer’s self-actualization needs?
A. Efficiency in operation or use
B. Dependability in quality
D. Rest or sleep
E. Economy in purchase
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.
A. support statement
B. tone statement
C. brand character statement
D. objective statement
E. mission statement
Which of the following is a function of the verbal component of a message strategy?
A. It contains guidelines for what the messages should say.
B. It describes the overall nature of the campaign’s graphics.
C. It describes the relationship of the graphics to the media in which the message will appear.
D. It mentions the preferred execution approach and mechanical outcome.
E. It includes budget and scheduling limitations.
Which of the following is true of the nonverbal component of a message strategy?
A. It contains guidelines for what the messages should say.
B. It describes the relationship of the graphics to the media in which the message will appear.
C. It sets down the preferred execution approach and mechanical outcome.
D. It mentions the considerations that affect the choice of words.
E. It defines the relationship of the copy approach to the medium (or media) that will carry the message.
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.
A. product concept
B. creative process
C. copy platform
D. advertising pyramid
E. work plan
____ refers to a process in which two or more people get together to generate new ideas.
A. Lateral thinking
B. Mind mapping
D. Speed thinking
E. Concept mapping
In terms of the Artist’s role, creating a mental picture of a message is known as _____.
E. lateral thinking
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.
A. creative strategy document
B. copy platform
C. work plan
D. big idea
E. skunkworks project
____ may occur when people in an agency start “thinking like the client,” especially if the client is a fact-based thinker.
A. Mind mapping
B. Creative blocking
D. Speed thinking
E. Free association
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.
In the creative process, the _____ purpose is to produce good ideas, not to revel in criticism.
A _____ refers to an overall orderly arrangement of all the format elements of an ad.
A. body copy
After developing the initial concepts and layouts for an ad, the primary responsibility of art directors is to:
A. supervise the ad's progress to completion.
B. draw detailed visuals for the ad.
C. write the body copy and subheads.
D. compose pages using HTML, CSS, and other languages.
E. design collateral materials such as posters and brochures.
A(n) _____ is responsible for assembling the various elements of an ad and mechanically putting them together the way the art director indicates.
B. web designer
C. graphic designer
D. copy editor
E. production artist
In a _____, the artist draws to the actual size of the ad in which headlines and subheads suggest the final type style.
E. rough layout
Which of the following is true of mechanicals?
A. They are created using computers.
B. They refer to thumbnails developed in the creative phase of an ad.
C. They are created in a more advanced stage of an ad, in contrast with comps.
D. They are developed after the reproduction process of the finished ad.
E. They are referred to as camera-ready art by printers.
In print ads, which of the following subjects is appropriate for automobile ads?
A. The package containing the product
B. The product in use
C. How to use the product
D. Product features
E. Negative appeal
In an ad, a _____ consists of words that are read first and contains the largest type on the page.
C. picture caption
E. body copy
Which of the following is true of benefit headlines?
A. Their sole objective is to provoke the reader’s curiosity to stimulate questions and thoughts.
B. They should be simple statements of the most important gain to be derived from a product.
C. Their main goal is to encourage readers to search for an answer in the body of the ad.
D. They are primarily interactive in nature and order the reader to take action.
E. They pique the reader’s imagination and command them to use the product.
A _____ headline orders or requests the reader to do something, so it might seem negative. But readers pay attention to such headlines.
To write effective copy, a copywriter must:
A. use past tense and passive voice.
B. constantly use punctuations to ensure a smooth flow of words.
C. avoid the use of contractions.
D. use vivid language with verbs and adverbs.
E. use clichés to help people relate to what they are reading.
In a print ad, the _____ is a link between the headline and the sales ideas presented in the text.
D. lead-in paragraph
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):
B. lead-in paragraph
E. interior paragraph
Slogans, also known as _____, begin as successful headlines and become standard statements through continuous use.
E. signature cuts
Which of the following provides an independent, valued endorsement for an advertiser’s product because the organization awarding it is a recognized authority?
B. Signature cut
Which of the following about developing copy for radio advertising holds true?
A. Radio copy must avoid being intrusive in order to attract and hold the attention of listeners.
B. It is important to include characters in the radio copy that sound highly exotic in order to grab listeners' attention.
C. It is challenging, yet essential to make the radio copy script fit the time slot.
D. Radio copy should use a large number of homonyms to ensure the message is clear
E. Radio copy should represent an overzealous effort to attract listeners.
To be effective, television commercials should:
A. let the audio carry most of the weight.
B. use “ad talk” to create a dramatic opening.
C. use a large number of elements in the commercial.
D. concentrate on the final impression the commercial will make.
E. ensure all scenes run for more than half a minute.
Which of the following guidelines should be followed to ensure television commercials are effective?
A. Focus on building a complex commercial with non-descriptive language.
B. Concentrate solely on the opening of the ad.
C. Create an attention-getting opening.
D. Ensure demonstrations are based on fantasy to create an impact.
E. Use a variety of camera tricks and hype to present the ad.
Which of the following characteristics should websites have in order to be effective?
A. They should avoid using numbered lists and bulleted items.
B. They should always provide interactivity.
C. They should ensure that style is given more importance than substance.
D. They should make sure that the content provided is lengthy and elaborate instead of comprehensive.
E. They should replace content with images wherever possible.
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.
A. signature cut
What is the oldest and simplest type of radio or TV commercial?
The oldest and simplest type of radio or TV commercial is the straight announcement.
The process of converting a script or storyboard into a finished commercial for use on radio, TV, or digital media is known as _____.
A. electronic production
B. digital mixing
C. multimedia composition
D. art production
E. creative design
Which of the following is the reason why radio is the least expensive electronic medium to produce?
A. Radio commercial production does not need artists to perform live, thus reducing costs.
B. The Federal Communications Commission controls the cost of radio commercials.
C. Equipment and labor costs are lower than that required for other electronic media.
D. Music does not affect the cost of radio commercials.
E. Talent does not influence the effectiveness of radio commercials.
In terms of radio commercial production, _____ refer(s) to the regular charge agreed to in the union contract for talent.
B. residual fee
C. referral fee
E. slotting fee
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.
B. referral fee
C. slotting fee
E. residual fee
The _____ process consists of four major phases: preproduction, production, prepress, and printing and distribution.
A. answer print
B. CYMK printing
C. work print
D. print production
E. screen printing
Which of the following is a definition of typography?
A. It refers to adding extra space between lines of type in order to give a more "airy" feeling to the copy.
B. It refers to spreading or narrowing the spaces between letters or line of type.
C. It refers to the art of printing by using black-and-white artwork.
D. It refers to the art of selecting and setting type.
E. It refers to a type family made up of similar typefaces.
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?
A. Copy casting
B. Answer printing
In terms of preparing mechanicals, _____ refers to artwork in which the printer must photograph each layer of art to make separate plates.
A. first cover
B. art set-up
C. ad foundation
D. camera-ready art
E. keystone art
In terms of production art for the printing process, _____ refers to black-and-white artwork.
B. line art
D. answer print
E. art wrap
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.
B. line art
C. camera-ready art
E. continuous tones
A high-contrast film yielding only black-and-white images with no gray tones is referred to as _____.
A. serigraphic proof
B. halftone screen
C. orthographic film
_____ 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 page.
C. color separation
D. color key
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.
Which of the following is true of the learning phase of Web site production?
A. It orients the designer to consider how audiences will use the Web site and where they will access it.
B. It involves seeking information from clients about what they want in a Web site.
C. The wireframe is developed to look like the final product, often in Photoshop or some other graphics program.
D. The template is transformed into a working Web site.
E. The completed and approved site is launched into the world.
Which of the following is true of the coding phase of Web site production?
A. The completed and approved Web site is birthed to the world.
B. It involves specifying the updates and tasks necessary to keep the Web site fresh, functioning, and useable.
C. HTML is used to create site content, while CSS provides elements of design such as typography, color, and layout.
D. Designers may offer suggestions to their clients about how to keep the Web site running smoothly.
E. The wireframe is developed to look like the final product, often in Photoshop or some other graphics program.
____ 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.
A. Master tapes
B. Viral ads
D. Copy plans
E. Answer prints
What is a wireframe?
Which of the following statements about media buyers is true?
A. Media buyers do not specialize in any medium in order to be flexible
B. Media buyer refers to a person in charge of negotiating and contracting with the media.
C. The degree of specialization of a media buyer depends solely on the size of the advertiser.
D. Media buyers of small advertising agencies tend to specialize in a particular medium to increase their profits.
E. The knowledge of reading rate cards and analyzing circulation is not required for media buyers.
Which of the following statements explains why some advertisers are reluctant to use magazines as an advertising medium?
A. The results of magazine advertising cannot be measured.
B. Magazines lack flexibility in both readership and advertising.
C. Magazine advertising is expensive due to the high rate of wasted circulation.
D. Magazines cannot deliver high frequency.
E. Magazines generally lack authority and believability.
Which of the following is an advantage of bleed pages in magazines?
A. They provide a slightly larger printing area.
B. They are a cost-effective way to advertise.
C. They enable the use of less expensive inks to print ads.
D. They provide a 3D experience to consumers.
E. They add prestige for the product advertised.
Which of the following is an example of an innovation in magazine advertising?
B. Pop-up ads
D. Junior units
E. Island halves
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 a publication.
A. Pass-along readership
B. National rate
C. Derived leadership
D. Primary circulation
E. Guaranteed circulation
In terms of the classification of business publications based on readership, a(n) _____ covers a specific industry in all its aspects.
A. base publication
B. integrated publication
C. vertical publication
D. primary publication
E. secondary publication
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).
Which of the following is a disadvantage of newspaper advertising?
A. Newspapers may have overlapping circulation.
B. Newspapers are limited in scope.
C. Newspaper advertisements are ephemeral in nature.
D. Newspapers do not allow any creative flexibility.
E. Newspapers are a passive medium.
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.
D. public notice
E. preprinted insert
Which of the following describes a situation when an advertiser would be charged a short rate?
A. If the advertiser requests its ads to be placed in a particular section of the newspaper
B. If the advertiser contracts to buy space for a one-year period at a discount and fails to buy it
C. If the ad is not ready by the closing date
D. If the advertiser wants to place a classified display ad
E. If the advertiser wants to use a preprinted insert in addition to a display ad
List any six benefits of magazine advertising.
Answers may vary.
List any six disadvantages of magazine advertising.
Answers may vary.
____ TV reaches its audience through wires, which may be strung from telephone poles or laid underground.
Which of the following is a disadvantage of network advertising?
A. Long lead time
B. Finite creative possibilities
C. Limited coverage of U.S. homes
D. Inability to reach the masses
E. Inefficient operations
Which of the following statements is true of sponsorship in network advertising?
A. Sponsorship is an inexpensive process.
B. Sponsorship refers to the sale of programs on a station-by-station, market-by-market basis.
C. The advertiser is not responsible for program content in sole sponsorship.
D. Since networks are centralized, the advertiser gets only one bill.
E. The sponsor does not have a say in the placement and content of its commercials.
____ refer(s) to the sale of programs on a station-by-station, market-by-market basis.
D. Spot announcement
E. Participation basis
In _____ syndication, former popular network programs (reruns) are sold to individual stations for rebroadcast.
Which of the following is true of barter syndication?
A. It involves original shows which are produced specifically for the syndication market.
B. It involves former popular network programs sold to individual stations for rebroadcast.
C. It involves first-run programs offered free or for a reduced rate, but with some of the ad space presold to national advertisers.
D. It functions through a system in which episodes of a television series are run many times a day.
E. It involves the process of showing different television series at the same time daily so that it appears as a strip across an entire week.
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 _____.
A. peripheral time
B. late fringe
D. early fringe
E. prime time
The percentage of homes in a given area that have one or more TV sets turned on at any particular time is expressed as:
A. total audience composition.
B. TV households.
C. households using TV.
D. gross viewing percentage.
E. consumer composition percentages.
____ measure(s) the audience as a percentage of all TVHH in the area, whether the TV sets are on or off.
B. Gross rating points
C. Households using TV
D. Audience share
E. Audience composition
In television, gross rating points refer to the:
A. sum of the potential number of viewers from each target audience.
B. minimum audience share required by a national advertiser on a local station.
C. total number of viewers of a particular media vehicle within a specific geographic area.
D. total rating points achieved by a particular media schedule over a specific time period.
E. targeted rating points achieved by a syndicated program during its first run.
____ 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.
A. Affidavit of performance
B. Imagery transfer
D. Preemption notice
E. Letter of credit
Which of the following is true of radio as an advertising medium?
A. Radio must compete with other activities for attention, and it always succeeds.
B. Building a large audience through the radio is time consuming.
C. Radio production is very expensive.
D. Radio is a personal, one-on-one medium.
E. Radio cannot entertain people outside their homes.
Which of the following is an advantage of radio advertising?
A. It offers an excellent combination of reach and frequency.
B. It is free from the problem of advertising clutter.
C. It provides scope for unlimited creativity.
D. It is a cost-effective method to reach all markets.
E. It benefits from being long-lived and widely remembered.
____ can put commercials on the air quickly and advertisers can build local acceptance by using local personalities.
A. Taped radio
B. National radio networks
C. Spot radio
D. Live radio
E. Local radio
The first step in preparing a radio schedule is to:
A. identify stations with the greatest concentration of the advertiser’s target audience by demographics.
B. determine which time periods (dayparts) offer the most (average quarter-hour) potential buyers.
C. construct a schedule with a strong mix of the best time periods using the stations’ rate cards for guidance.
D. gather several different stations' rate cards for comparison.
E. set the advertising budget in terms of reach and frequency.
Define cume rating.
The cume rating is the cume persons expressed as a percentage of the population being measured.
Sign up for free and study better.
Get started today!