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| 1 | |
A designer can set the style of an ad by choosing to use artwork or photography and block lettering or cursive. |
| | A) | True |
| | B) | False |
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| 2 | |
The larger the client and the larger the agency, the more difficult it is to get approval for an ad concept. |
| | A) | True |
| | B) | False |
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| 3 | |
When the marketer of E-insurance chose to use cartoon characters in its commercials, they chose to use device copy. |
| | A) | True |
| | B) | False |
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| 4 | |
The hammer and scythe, which was on the flag of the now-dissolved Soviet Union, was an example of an icon. |
| | A) | True |
| | B) | False |
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| 5 | |
The headline in an ad is designed with several goals in mind, including: |
| | A) | attracting the reader's attention |
| | B) | explaining the visual |
| | C) | leading the audience into the body of the ad |
| | D) | presenting the selling message |
| | E) | doing all of the above |
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| 6 | |
The _____ headline for an ad for Nonni's brand biscottis reads, "Treat Yourself to a Biscotti Break." |
| | A) | informative |
| | B) | provocative |
| | C) | command |
| | D) | question |
| | E) | benefit |
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| 7 | |
The _____ headline for Crestor, a prescription-only medicine for reducing cholesterol, reads, "Is Your Cholesterol out of Whack?" |
| | A) | informative |
| | B) | provocative |
| | C) | command |
| | D) | question |
| | E) | benefit |
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| 8 | |
Four basic format elements are used to construct long copy ads. They are: the lead-in paragraph, interior paragraphs, the close, and the: |
| | A) | testimonial |
| | B) | headline |
| | C) | trial close |
| | D) | credibility factor |
| | E) | slogan |
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| 9 | |
In every advertising message used by Olay, a cosmetic for cleaning and toning facial skin, is included a _____ that says, "Love the Skin You're in." |
| | A) | themeline |
| | B) | logo |
| | C) | trademark |
| | D) | masthead |
| | E) | signature cut |
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| 10 | |
The oldest and simplest type of TV commercial to write is: |
| | A) | news/information |
| | B) | the straight announcement |
| | C) | slice-of-life |
| | D) | the curiosity approach |
| | E) | imagery transfer |
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| 11 | |
In 2006, celebrity Kirstie Alley was on the television telling us how effective the Jenny Craig weight-loss plan was for her and how it will benefit us. She is appearing in _____ commercials. |
| | A) | straight announcement |
| | B) | testimonial |
| | C) | slice-of-life |
| | D) | animated |
| | E) | demonstration |
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