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Tom, an employee of Adworks Inc., develops the visuals for the advertising campaigns the company produces. Which of the following is most likely his role in the organization?
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One of the characteristics of a great ad is called ______.
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The population a company focuses marketing efforts toward is known as which of the following?
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A medium is a channel of communication used to relay information.
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What must an advertisement do in order to impact its audience?
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An ad must have strategic relevance or it will fail—even if it ______ with the audience.
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What do the account executive prepare for the creative department once the strategy-development task is complete?
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Which of the following is NOT a print advertisement?
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The number of people a print medium reaches is known as which of the following?
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Together, the art director, the copywriter, and the creative director are referred to as _____.
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When an advertisement catches an audience's attention and imagination, it is said to ______.
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The advertisement for a clothing store featured a cute speaking puppy. Although the ad increased the sales for that particular breed of dog, it did /not /impact the sales in the store. The ad lacked ______.
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What are the four elements of the IMC strategy?
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The creative team's guide for writing and producing a campaign is called the creative _________
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Tracking returns-on-investments is not a very valuable way to assess the effectiveness of an advertisement.
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Which of the following is the most popular type of print publication?
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How are newspaper display ads measured to determine pricing?
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Which of these is a disadvantage of a magazine advertisement?
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What are the two characteristics of a great ad?
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Before producing a campaign, Futurelooks Inc. asks its creatives to note down a simple statement that explains the prospects, who the ad should appeal to, what consumer needs should be appealed to, the features of the product, and various other guiding factors. What is this statement called?
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The emotional appeal of an advertisement focuses on the ______ need of the consumer.
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What is an insert?
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Which of the following is a rational IMC appeal?
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In writing a creative brief, the objective statement includes the specific description of the target consumer
as well as the name of the ______.
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Which of the following terms refers to a simple overview of a campaign's overall creative approach that contains three components: what the campaign says, how it says it, and why?
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When an advertisement is designed to appeal to the consumer's practical, functional need for the product or service, it is said to have a(n) ______ appeal.
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The creative process does /not /follow a disciplined approach.
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The number of different people exposed, at lease once, to a medium during a given period of time.
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Which of the following is an emotional IMC appeal?
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Which of the following best defines an objective statement?
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Which of the following constitutes the verbal component of the message strategy?
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Which of the following is another term for creative brief?
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The process of creating something new by combining two or more previously unconnected objects or ideas is referred to as ______.
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The average number of times those people are exposed to that medium during that period of time.
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Creativity in an ad campaign is important because it helps to inform, persuade, and remind, but what else is necessary?
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How does a metaphor prove helpful in the context of an integrated marketing communications (IMC) strategy?
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If a verbal message is to be persuasive, it must be reinforced through the creative use of ______.
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Problem solving, creating beautiful and meaningful works, and survival are examples of ______.
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In addition to its creative style, what are some criteria for choosing an advertising agency?
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According to researchers, what is the impact of a vivid campaign?
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According to Max Weber, qualitative thinking is ______.
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What percentage of the space in an advertisement should be white space?
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Telephone directories usually charge the advertiser one fee per which amount of time?
A year
 
___ standard ad sizes for tabloid newspapers.
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What are the different types of newspaper advertising?
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Display advertising:
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Newspaper advertisement space is NOT available in which of the following types?
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What is print advertising?
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Which of the following types of publication software is the market leader for graphic design and editing?
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What is a gatefold?
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What are island halves?
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What categories of magazines are there/
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Which of the following best defines information graphics?
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What lives within all humans and enables survival?
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What is Print Media?
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What is a media mix?
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Define bleed is:
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The ad campaign of a mineral water brand shows the image of a clear spring with clean water. What is the technique used here to inform the audience about the product quality?
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Max Weber proposed people think in two ways: a qualitative intuitive, value-based manner and a ______.
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Concepts like reason and consistency constitute ______ thinking.
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Which of the following is a true statement regarding fact-based thinkers?
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According to researchers, what is the impact of a vivid campaign?
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Rates are based on what?
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Classified Display ads:
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Public Notices:
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Preprinted Advertising Inserts:
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Form is:
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Proof Copy:
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What does final art mean?
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Most national ads arrive as ___ ___.
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How to verify that an ad ran:
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What are advantages of bleed?
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What is cover position?
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Cover position is sought by:
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What is a junior edit?
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People who use intuition, values, and ethical judgments to make decisions are ______ thinkers.
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What are the different sizes of newspapers?
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Standard-size Newspaper :
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What are standard advertising units (SAU)?
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Which of the following is a soft thinking concept?
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What two skills does selecting media involve?
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People who break down concepts and analyze situations to discover the single best solution have a ______ thinking style.
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The step-by-step procedure used to discover original ideas and reorganize existing concepts in new ways is termed as the ___________ _____________
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Creatives examine the information they have and review the creative brief when they take on the role of the ______.
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Column inch:
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SAU column inch:
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___ standard ad sizes for standard-size newspapers.
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Tabloid Newspaper:
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Which of the following is a true statement about value-based thinkers?
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What is the advantage of following the creative process?
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The positive belief that quality information is available and that one has the ability to find and use it is referred to as ______.
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Why is a creative brief important for creatives?
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Which of the following rules needs to be followed for successful brainstorming?
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Insight outlook expects people to block out the outside world and concentrate on their inner strength.
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What are three dates that affect magazine purchases?
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What is a cover date?
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What is an on-sale date?
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During the ______ stage, creatives usually start working on the message strategy.
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Newsletters are one of the most expensive forms of advertising.
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The last steps in the process of buying a print advertisement are scheduling advertisement space followed by making a payment to the company.
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What is a closing date?
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Lead time may be as much as ___ months.
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The segment recommends using how many colors on one page?
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A border is a restraint on the image or text of an advertisement.
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While developing the big idea, the process of creating a mental picture of the message is called ______.
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Creatives take on the role of the Judge when they study the market, the product, and the competition.
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Which of the following best defines brainstorming?
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What is the big idea?
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What are the advantages of newspaper advertising?
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What are the disadvantages of newspaper advertising?
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What are the different types of frequencies of delivery for newspapers?
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Daily Newspaper are:
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Weekly Newspapers are:
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Which of the following is the first task the Artist performs when helping to develop the big idea?
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Today, most ___ for national advertisers are handled through a private central office, the Advertising Checking Bureau.
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Virtually all online publications are looking to increase revenues by offering ads and subscriptions in the form of:
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According to von Oech, how can elimination be used to manipulate ideas?
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After gaining clear knowledge about the direction the message should take, a ______ gives it life.
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The font used in the copy component of an advertisement should NOT be which of the following?
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The visual component of an advertisement should take up no more than 10 percent of the advertisement.
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Which of the following is NOT a component of the layout of an advertisement?
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Medium selection does NOT involve knowing which of the following?
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What is the benefit of incubating a concept?
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The process of managing the visual presentation of a message is referred to as
art direction
 
Our thinking is stretched by humor.
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A model that can aid the creative team in converting the advertising strategy and the big idea into the actual physical ad or commercial is the
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How does a creative incubate a concept?
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List the five steps in the advertising pyramid in the order of their occurrence, placing the first step at the bottom.
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Which of the following terms refers to the whole presentation—visual, verbal, and aural?
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When might a sexually provocative advertisement become counterproductive for the advertiser?
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Which of the following is an activity done by the advertiser that is unique to the action stage of the creative pyramid?
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Which of the following is NOT a style of brochure?
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Font width is most important to consider when creating which type of advertisement?
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How many steps does the creative pyramid have?
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List the five steps in the creative pyramid in the order of their occurrence, placing the first step at the bottom.
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The social costs incurred by the consumers outside the target market of a product is an example of ______.
negative externality
 
What is the purpose of the last stage of the creative pyramid?
to motivate people to do something
 
Evaluating the value of the creatives' big ideas and deciding whether to implement, modify, or discard them is the role of the
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In the creative process, the concept is put into action by the ______.
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A common tip for layout and design is to divide the page in _________.
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The slogan technique alliteration is accurately described by which of the following?
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Which of the following is the national standard tool used to edit written publications?
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According to von Oech, what should an individual in the role of the Judge focus on first?
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Which person is responsible for getting the big idea approved, produced, and placed in the media?
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