advertising exam 3

Question 1

When national companies and local merchants share advertising expenses, they are taking part in
1. brand extensions
2.international advertising
3.coo-op advertising
trade chanelling

Answer 1

3.coo-op advertising

Question 2

A headline is effective if it
1. makes a strong emotional appeal
2. conveys info not included in the body copy
3.restates the ideas found in the visuals
4.motivates readers to move on to the rest of the ad

Answer 2

motivates readers to move on to the rest of the ad

Question 3

color is often effectively used in advertising illustrations to:

Answer 3

create a mood

Question 4

The most important function in the first few seconds of a tv commercial is to
1. stress the audio
2.get the name out
3.establish the benefit
4. get attention

Answer 4

get attention

Question 5

The unique aspect that the product or service advertised has is known as:
1.unique selling proposition
2.transformational advertising
3.social branding
4.message strategy

Answer 5

USP

Question 6

ADVANTAGES of newspapaers include geographic selectivity and
1. long life span
2. high geographic selectivity
3.high interest
4. timeliness

Answer 6

timeliness

Question 7

what are 2 disadvantages of newspapers as an advertising medium
1.creative constraints and cluttered environment
2.time lag and geographic restrictions
3. lack of credibility and timeliness
4. lack of timeliness and high production costs

Answer 7

creative constraints and cluttered envrionemnts

Question 8

one of the primary advantages that magazines have is

Answer 8

audience selectivity

Question 9

Disadvantages of magazines include limited reach and frequency and

Answer 9

clutter

Question 10

aside from web and interactive tv, categories of television include
1. network, satelitte, cable, commercial
2. national, regional, city, satelitte
3. local, cable, syndicated and network
4. commercial, public, cable, and syndicated

Answer 10

local, cable, syndicated, and network

Question 11

the creative potential of______ rests in its ability to stimulate a “theater of the mind”

Answer 11

radio

Question 12

___ identifies the visual line, real/imagined , that runs through an ad and organizes all elements

Answer 12

Axis

Question 13

an account planner:

Answer 13

keeps the profile of the target consumer in the teams mind

Question 14

the whole purpose of good body copy is to

Answer 14

tell a more complete story of the brand

Question 15

some top brands like L’Oreale, ford, visa have slogans or short phrases to help establish:

Answer 15

an image, identity, or brand position

Question 16

which of the following are the 5 techniques used in preparing body copy

Answer 16

straight line, dialogue, testimonial, narrative, and direct response

Question 17

which of the following is a tendency of eye movement that occurs when a person views a print advertisement

Answer 17

from left to right, up to down, and from light to dark

Question 18

when analyzing the various elements of type, the ____ refers to the size of the type in height

Answer 18

Point

Question 19

what are 3 broad categories of newspaper advertising

Answer 19

display advertising, inserts, and classified advertising

Question 20

which of the following is an advantage of magazines as a medium of advertisement

Answer 20

long life

Question 21

which of the following is important in copywriting for television and video

Answer 21

copy should be precisely coordinated with visuals

Question 22

magazines have long lead times. This means that:

Answer 22

advertisers are required to submit their ads well in advance of publication