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Advertising > Chap. 10 & 11 > Flashcards

Chap. 10 & 11 Flashcards

0
Q

T/F:The illustration helps stimulate reading of the body copy

A

True

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1
Q

T/F: Visuals are better because visuals allow placing the brand in a social context

A

True

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2
Q

What are the components of and illustration

A

Size
color
medium

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3
Q

The design that can create a very orderly look and feel

A

Formal Balance

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4
Q

The greatest print ad

A

Absolute Vodka

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5
Q

The structure and plan behind the structure for the aesthetic and stylistic aspect of a print advertisement

A

Design

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6
Q

The design that can create desired eye movement through an ad

A

Informal Balance

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7
Q

When an ad will lead the reader to focus on one layout element more than another is called

A

Emphasis

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8
Q

The layout process

A

Thumbnails
Rough Layout
Comprehensive
Mechanicals

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9
Q

_______ _______ are built better with visuals

A

Brand Image

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10
Q

________ are more portable than words across cultures

A

Visuals

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11
Q

T/F//:In a cyberspace audience is passive and has no control of the medium

A

False. They are NOT passive and have control

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12
Q

The process of expressing the value and benefits a brand has to offer

A

Copywriting

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13
Q

The guideline that specifies the message elements of advertising copy

A

Creative Plan

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14
Q

Include important information not communicated in the headline and key selling point. Stimulates more complete reading of ad

A

Sunhead

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15
Q

It give news about the brand and emphasizes brand claim. Selects target prospects and stimulates curiosity; Establishes tone and emotions

A

Headline

16
Q

The straight line in which involves the reader and provides support for the unbelievable

A

Body copy

17
Q

_________ employs more sensory devices which can attract or distract consumers from understanding the message

A

Broadcast

18
Q

________ can be the “theather of the mind”

A

Radio

19
Q

A short phrase used tp increase memorability and help establish image identity or position for a brand or organization

A

Slogan

20
Q

Common mistakes of copywriting

A

Vague
wordiness
triteness
creativity for creativity sake’s

21
Q

Created mood and feeling and communicates product features or benefits

A

Illustration

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