Other

Question 1

Name 3 advantages of radio advertising…

Answer 1

timeliness, immediacy, local relevance, and creative flexibility.

Question 2

How much radio does the average adult listen to daily?

Answer 2

3 hrs

Question 3

Is radio one of the cheapest costs per thousand or the most expensive?

Answer 3

cheapest

Question 4

Rating Services

Answer 4

companies that measure the program audiences of TV and radio stations for advertisers and broadcasters

Question 5

Who is the U.S.’s major rating service for TV?

Answer 5

Neilson

Question 6

explain the Nielsen TV Index (NTI)

Answer 6

uses a national sample of households equipped with people meters to develop audiences estimates for all national TV programming

Question 7

What is a fault of the Neilsen rating system

Answer 7

inconstant diary logs

Question 8

media mix

Answer 8

the combination of media types that work together most effectively to deliver an advertisers message

Question 9

what are 4 basic rules when translating copy

Answer 9

Be effective
Understand the product
Native tongue speaker
Eliminate idoms/expressions before translation

Question 10

creative strategy

Answer 10

the simple written statement of the most important issues to consider the development of an ad or campaign

Question 11

Give the top down order of the creative pyramid

Answer 11

action
desire 
credibility
interest 
attention

Question 12

What does “attention” refer to in the creative pyramid

Answer 12

the way an ad breaks through a consumers physiological screens to create the kind of attention that leads to perception

Question 13

The attention step is the critically important trigger of an ads ______ factor

Answer 13

boom

Question 14

What does “desire” refer to in the creative pyramid

Answer 14

the step where the writer encourages prospects to imagine themselves enjoying the benefits of the product/service

Question 15

What does “credibility” refer to in the creative pyramid

Answer 15

facts to support an ads claims

Question 16

What does “interest” refer to in the creative pyramid

Answer 16

the body of the ad that should keep the reader engaged

Question 17

What does “action” refer to in the creative pyramid

Answer 17

motivation for people to do something you want

Question 18

IN A MAG AD: words in the leading position in the advertisement, words that will be read first and are situated to draw the most attention

Answer 18

Headline

Question 19

Name the formal elements of a mag ad (6)

Answer 19

1) Headline/visual
2) Subhead
3) Body copy
4) Slogan/Tagline
5) Logo
6) Contact Info

Question 20

Name the 5 types of headlines mentioned in the book

Answer 20

benefit headlines
news headlines
provocative headlines
question headlines
command headlines

Question 21

Kickers

Answer 21

subheads above the headline

Question 22

How are subheads typically written (type/print specifications)?

Answer 22

in boldface or italics

Question 23

narrative copy

Answer 23

problem/solution format, solution being the product

Question 24

lead-in paragraph purpose

Answer 24

bridge between headline and sales idea

Question 25

What part of the mag ad develops credibility?

Answer 25

the interior paragraph

Question 26

trial close purpose

Answer 26

“ACT NOW”

Question 27

close purpose

Answer 27

action step

Question 28

elements of a mag ad body (4)

Answer 28

lead-in graph
interior graphs
trial close purpose
close purpose

Question 29

What attracts the largest number of national advertisers?

Answer 29

Broadcast tv

Question 30

describe straight sell copy

Answer 30

immediately explains or develops the headline and visual in a straight forward attempt to sell the product

Question 31

describe picture caption copy

Answer 31

story is told through a series of illustrations and captions rather than through the use of a single copy block

Question 32

describe institutional copy

Answer 32

advertiser tries to sell an idea or the merits of the organization or service rather than the sales features of a particular product

Question 33

describe device copy

Answer 33

relies on wordplay and gimmicks

Question 34

describe dialogue/monologue copy

Answer 34

characters sell the product in quasi-testimonial situation or comic strip panel