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| 1 | |
Band-Aid has just introduced a new liquid bandage, which creates an invisible seal that stays on better than conventional bandages. An ad promoting this new product would most likely use (a) _____ appeal. |
| | A) | product/service popularity |
| | B) | benefit |
| | C) | transactional |
| | D) | emotional integration |
| | E) | news |
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| 2 | |
An ad promoting South Carolina to tourists shows the stereotypical family having fun together playing on the beach. Because the purpose of the ad is to make consumers believe a trip to South Carolina would create the same feelings of joy for their families, the ad is an example of a(n) _____ ad. |
| | A) | transformational |
| | B) | reminder |
| | C) | need-satisfying |
| | D) | outcome integration |
| | E) | teaser |
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| 3 | |
An ad for diamonds shows two pairs of diamond earrings on a black background. In white print at the bottom of the ad is printed, "A diamond is forever." This ad is an example of _____ advertising. |
| | A) | transformational |
| | B) | reminder |
| | C) | curiosity |
| | D) | informational/rational |
| | E) | teaser |
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| 4 | |
A print ad for Quaker Oats explains how oatmeal rids the body of excess cholesterol. Which of the following execution methods for delivering this promotional message was used in this ad? |
| | A) | straight sell |
| | B) | comparison |
| | C) | slice of life |
| | D) | scientific/technical evidence |
| | E) | demonstration |
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| 5 | |
For which of the following products would you most likely see the advertiser using a slice-of-life execution method? |
| | A) | disposable diapers |
| | B) | glycerin used to make soap |
| | C) | newsprint |
| | D) | recycled aluminum |
| | E) | construction equipment |
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| 6 | |
Slice-of-death advertising: |
| | A) | shows how humor can be used to sell in business-to-business markets |
| | B) | is another name for Internet pop-up advertising |
| | C) | is a form of slice-of-life advertising targeted to older consumers |
| | D) | is seldom used because of its negative connotations |
| | E) | is accurately described by none of the above |
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| 7 | |
The basic components of a print ad are the: |
| | A) | headline, the subhead, the body copy, the slogan, and the illustration |
| | B) | subhead, the headline, the direct body copy, and the slogan |
| | C) | headline, the body copy, the visual or illustration, and the layout |
| | D) | headline, the illustration, and the body copy |
| | E) | planning, creating, and executing of the ad |
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| 8 | |
A print ad promoting tourism in South Carolina has a(n) _____ at the top of the page that reads, "First one to take a nap is a rotten egg!" |
| | A) | direct headline |
| | B) | integrated body copy |
| | C) | indirect headline |
| | D) | teaser appeal |
| | E) | storyboard effect |
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| 9 | |
Subheads: |
| | A) | are typically printed in a typeface that is larger than that used with the headline |
| | B) | are used to enhance the readability of the message by highlighting key sales points |
| | C) | always appear below the headline |
| | D) | are typically perceived as a vehicle for the company's advertising slogan |
| | E) | are accurately described by all of the above |
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| 10 | |
The visual portion of a print ad: |
| | A) | must attract attention to the ad |
| | B) | must work in a synergistic fashion with the headlines and the body copy |
| | C) | communicates the advertising message by itself in some print ads |
| | D) | must be able to communicate a strong and meaningful image |
| | E) | is accurately described by all of the above |
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| 11 | |
One of the first decisions that has to be made in planning a TV commercial is: |
| | A) | the type of execution and appeal that will be used |
| | B) | whether to use a voice-over with the ad |
| | C) | which media to use |
| | D) | the development of the storyboard |
| | E) | writing the script |
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| 12 | |
The storyboard for a TV commercial most closely relates to the _____ used in print advertising. |
| | A) | body copy |
| | B) | subheadings |
| | C) | indirect headline |
| | D) | layout |
| | E) | media vehicle |
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| 13 | |
What is an animatic? |
| | A) | the audio portion of an ad |
| | B) | generic music used to set an ad mood |
| | C) | a script that has received final approval from the advertiser |
| | D) | a pretest used for determining consumers' reactions to new product development |
| | E) | a videotape of the storyboard along with soundtrack |
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| 14 | |
Which of the following statements about client evaluation and approval of creative work is true? |
| | A) | It is relatively easy for a client to evaluate a storyboard or a print layout. |
| | B) | The evaluation process must determine if the creative approach is appropriate for the client's target audience. |
| | C) | Only in small organizations will you find top management being involved in any part of the advertising evaluative process. |
| | D) | The evaluation of creative work is usually one of the easiest and least stressful parts of the advertising creation process. |
| | E) | The number of people the client wants to evaluate the creative work of agency is typically no more than three. |
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