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What must a company establish before trying to sell its product(s)?
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As media planners purchase more gross rating points (GRPs), the unit cost falls because of ______.
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Based on repeated exposures to the medium or the program, the intensity of a media schedule is measured by _____.
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The portion of the audience who experience enough exposures to truly receive the message is measured by _____.
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Which of the following statements about comprehensive layouts or comps is true?
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For which of the following projects would an ad agency be most likely to develop a dummy?
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Traditional mechanicals are:
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Mechanicals are:
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What are media decisions influenced by?
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What is a trial close?
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What is a seal?
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What are logotypes?
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What are signatures?
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What is a close in an ad?
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What are slogans?
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How the director and the graphic artists (or graphic designer) conceptually choose and structure the artistic elements of an ad is called the ad's:
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A(n) _____ is an overall orderly arrangement of all the format elements of a print ad.
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What are themelines?
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How does the layout of an advertisement help ensure its success?
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The _____ is responsible for assembling the various elements of an ad and mechanically putting them together the way the art director has indicated.
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What are taglines?
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Once the best ad design is chosen, the layout serves as a blueprint.
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After conceptualization, the primary responsibility of the art director is to:
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_____ are small, very rough, rapidly produced drawings used to try out ideas during the conceptual phase of the design process.
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In terms of the roles of the advertising artists, the roles played by photographers and illustrators are very different.
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What is a script?
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The Snuggle bear appears as the spokesperson in the demonstration commercial format used by Snuggle fabric softener.
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What are sound effects (SFX)?
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A BDI under 100 and a CDI over 100 indicate that the _____.
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What is the key to successful advertising?
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A dummy is a rough, rapidly produced pencil sketch that is used for trying out ideas.
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Thumbnail sketches:
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In the _____, which is drawn to the size of the actual advertisement, the headlines and subheads are lettered in, the intended illustrations and photographs are sketched in, and the body copy is simulated by using pencil lines.
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Printers often refer to pasteups and mechanicals as camera-ready art
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What is body copy?
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The key to effective slice-of-life commercials is realism.
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The ads that feature the walking and talking M&M candies is an example of dramatized commercials.
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Commercials for Lamisil, a prescription medicine, feature an evil animated foot fungus that stands in front of a big toe and explains that all he wants to do is to get into your nail bed. This is an example of animation.
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What is text?
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What is straight-sell copy?
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Another name for the poster-style format is the storyboard layout.
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According to the principles guiding how ads should be laid out
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Another name for the poster-style format is the:
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Illustrators and photographers are responsible for creating the _____ used in print advertising.
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Selecting the focus of an advertising visual is an important step in the creative process. Which of the following is LEAST likely to be the focus for an ad visual?
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Research shows that readership increases considerably if ads contain more than 50 words.
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Many experts believe that headlines with ten words or more gain greater readership.
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The kind of picture to be used in an ad is often determined during the conceptualization process
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What is institutional copy?
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Ideally, headlines communicate the complete selling idea.
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Why do advertisers need to use visuals in print ads?
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all of the above
 
Many experts believe that headlines with 10 words or more gain greater readership.
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The benefit headline for Pepperidge Farm whole-grain breads reads, "The bread you love does your heart good".
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What is narrative copy?
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What is dialogue/monologue?
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What are factors over which the media planner has little or no control?
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What is picture-caption copy?
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What is device copy?
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People tend to read every word on a Web site so it is important that the writing be effective.
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Which of the following is NOT a reason for the use of visuals in print ads?
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_______________ is the term for the words in the leading position of an advertisement. These words are usually in larger type than the rest of the ad.
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The storyboard is only an approximation of the final commercial.
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Banner advertising is the dominant approach used in Internet advertising.
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Campbell's Soup uses the slogan or ____, "M'm! M'm! Good!"
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The McGraw-Hill Companies use the slogan or _____, "Keeping the world up to speed."
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GE uses "Imagination at Work" as its slogan. The McGraw-Hill Companies use the slogan "Keeping the world up to speed." Why do these international companies find it necessary to use slogans?
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The _____ on Pepperidge Farm whole grain breads informs customers that the bread is certified to provide heart-healthy nutritional benefits by the American Heart Association, an independent organization.
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The _____ on Lay's potato chips informs customers that the chips received the "Best Taste Award" among leading classic-style potato chips my professional chefs of the American Culinary ChefsBest.
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What is a lead-in paragraph?
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An ad for Sensodyne toothpaste has the following example of a question and provocative headline: "What worries your dentist more, chocolate or a slice of lemon?"
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What are interior paragraphs?
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True or false: To express the number of times the same person or household is exposed to a message in a specified time span, media people use the term continuity.
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What types of messages require more space or time allotted for an explanation of the product?
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The term effective reach is used to describe the _____.
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If a product category's sales in San Francisco are 4 percent of total U.S. category sales and the population of San Francisco is 2 percent of the U.S. total, the CDI in San Francisco is _____.
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What is a thumbnail?
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The best ads focus on one big idea.
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The benefit headline for Fresh Step cat litter reads, "Step into a fresher house."
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A Kmart ad for Martha Stewart brand bed linens has the following question and provocative headline: "How would you like to get Martha to make your bed?"
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What is a rough?
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What is a dummy?
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Which of the following statements about developing copy for radio advertising is true?
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The most effective radio commercials should:
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Effective television commercials should:
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The art director create the _____ to present the artistic approach, the action sequences, and the style of the commercial.
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The _____ commercial is the oldest and simplest type of television commercial to produce.
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A _____ commercial for an electronic home security system showed a family's home being robbed while the voiceover explained how the security system would have saved the family from the heartbreaking loss of family treasures.
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John Slack is a noted equestrienne and a World Champion rider. He appeared in a _____ commercial to tell other horse lovers about the Purina Mills Equine Education Series, which provides advice on your horse's care and training.
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A television commercial shows Finishing Touch Hair Remover, an electric hair trimmer designed for "sensitive areas." The ad shows various women shaving their face. This commercial is an example of a(n) _____ commercial.
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A television commercial, which shows how easily the Clorox bleach pen removes grass stains from soccer uniforms, is an example of a(n) _____ commercial.
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A _____ commercial for the Pentax waterproof point-'n-shoot digital camera showed how the camera survived when a toddler grabbed the camera and dropped it into her grungy bathwater.
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The product was a recipe organizer. The agency designed a _____ commercial that identified the problem of trying to find a recipe when it's time to cook the meal. Realistically, it showed every kind of kitchen confusion, then serenity reigning once the recipe organizer was in place.
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The stylized face of Colonel Sanders in KFC ads and on its products acts as a(n) ______; it triggers instant recall of the product.
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Slice-of-life television commercials often incorporate _____, which is defined as a device, often a gimmick, used to assist the viewer's memory.
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During the 2008 Super Bowl, SoBe ran a commercial for its SoBe Life Water, a new product. The ad featured a model and hundreds of geckos. Because Geico has made such good use of the gecko in its advertising, many viewers actually thought the ad was for insurance instead of a new drink. In this case, the SoBe commercial acted as a _____
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commercial for Bailey's Irish Cream shows young sophisticates in a party-like atmosphere enjoying each other's company and drinking the liqueur. This commercial uses:
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The layout for the script of a television commercial is first seen as a(n) _____, a series of frames or pictures that correspond to the commercial.
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An animatic is:
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Effective Web sites should always offer:
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The most important consideration for copywriters and creative directors who are trying to develop an ad campaign for a foreign market is:
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A French manufacturer of riding equipment that uses translators to translate its advertising from French to Japanese should:
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A(n) _____ is a visual image of some idea or thing that can have a meaning that cuts across national boundaries and reflects the tastes and attitudes of a group of cultures.
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Ads for Travelers Insurance feature an umbrella, which represents the protection provided by the company. Because this image cuts across national boundaries and is readily understood in other countries, the umbrella can be called a(n):
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What advertising term would you use to describe AT&T's collect call number, which is 1-800-CALLATT?
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What is a comprehensive layout (comp)?
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What is a poster-style format?
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Advertising critics universally extol the virtues of institutional advertising.
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An ad for Asian Sensations newest product line of snack foods that encourages its readers to "Thai something new" is using a mnemonic.
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What is a picture-window layout?
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What is Ayer No. 1?
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Who are illustrators?
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Who are photographers?
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Slogans serve as brief, repeatable positioning statements.
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All that appears on a typical radio script is the ad dialogue.
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What are visuals?
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What must a company establish before trying to sell its product(s)?
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Marshall McLuhan claimed that sometimes the medium chosen can have as much or more impact on an audience as the actual message of the advertisement. What is the famous saying attributed to McLuhan?
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The portion of the audience who experience enough exposures to truly receive the message is measured by _____.
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What three purchasing behaviors affect every element of the media mix?
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What are musical commercials?
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What are jingles?
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Designing ads for the Internet uses the identical skills required for advertising in print and broadcast media.
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When designing ads for use in other countries, the art director must be familiar with each country's artistic preferences and peculiarities.
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What is a slice of life commercial?
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Writing for radio requires clearer copywriting than writing done for any other media.
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Unlike print ads, broadcast commercials do not use a format or layout.
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What is a mnemonic device?
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What is a lifestyle technique?
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What is animation?
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What is a storyboard?
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What is an animatic?
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What is SEO?
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What are media decisions influenced by?
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The headline for an ad for Swanson's chicken broth reads, "Make chicken soup as good as grandma's." This headline is not only a command headline, but it is also designed to be a(n) _____ headline.
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The ad for L'Oreal RevitaLift cream has a _____ headline that reads, "Dramatically lifts and re-tightens skin immediately."
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What is the key to successful advertising?
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What are the advantages to using outdoor advertising as a media vehicle?
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The ___________ ______________ is the cost divided by the number of thousands of people in the audience.
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Which products require more constant levels of advertising?
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What is an audio?
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What is storyboard roughs?
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What is a straight announcement?
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What is a radio personality?
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The ad for Rockport boots has the following _____ headline: "A total of 500,000 tons of rain can fall from a single storm."
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The headline for the Land O Lakes butter ad reads, "What if you could taste sunshine?" This is headline is not only a question headline, but it is also designed to be a _____ headline.
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When Crate and Barrel began carrying a line of cookware created specifically for the retailer by well-known designer Michael Graves, its ads used the following _____ headline: "Can a great designer make a great cook?"
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What is a testimonial?
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What is a demonstration?
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What is an integrated commercial?
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Brighton is a purse manufacturer that developed a line of red, heart-shaped purses to sell on Valentine's Day. The headline of the ad in which the purses were introduced read, "Share your heart!" Brighton used a(n) _____ headline.
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The Delta faucet ad for its line of Victorian bathroom fixtures used a _____ headline which advised consumers to "Get a vintage look without setting foot in an antique store."
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What does it mean to be on camera?
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In an advertisement in print media, the _____ is a bridge between the headline, the subheads, and the sales ideas presented in the text.
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The bottom of an advertisement for Horizon brand organic milk asks readers to visit http://www.horizonorganic.com/DHA to learn more about why you should drink organic milk. This is an example of a(n):
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The bottom of an advertisement for Sure Fit slipcovers reads, "Call 1-800-517-0317 or visit www.surefit.com to receive a free catalog." This is an example of a:
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What is a voice-over?
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What is a presenter commercial?
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What is a headline?
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The additional smaller headline that generally appears below main headline is called a(n):
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Which of the following statements about subheads is true?
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What are benefit headlines?
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The headline reads, "Everybody worries about the cost of fuel. Falcon airplane owners worry 20 to 60 percent less," and the _____ copy explains the fuel economy achieved by owners of this brand of small airplane.
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In an ad for the Fidelity Investment Bank, _____ copy is used, which explains how to create your own IRA account and to get the maximum benefits from it.
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What are news/information headlines?
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What is a provocative headline?
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In an ad for the Cuisinart Griddler, for cooking on kitchen counter tops, _____ copy is used, which explains how to use the Griddler and why it is a superior innovation to all other similar products currently on the market.
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Cargill, Incorporated is a privately held, multinational corporation. Its business activities include purchasing, processing, and distributing grain and other agricultural commodities, and the manufacture and sale of livestock feed and ingredients for processed foods and pharmaceuticals. In 2007, Cargill launched an ad campaign in which it used advertising in business publications to extol its virtues. In other words, Cargill used _____ copy in its print ads.
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What is a question headline?
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What is a command headline?
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What is a subhead?
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The McGraw-Hill Companies introduced a massive TV and print corporate-image campaign in conjunction with the renaming of McGraw-Hill, Inc., and the introduction of a new logo. Centered on the slogan, "Keeping the world up to speed," the four-month campaign cost $2.7 million. The ads in this campaign used _____ copy that extolled the virtue of the publishing giant.
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A company that wanted to use an emotional appeal to consumers would most likely use _____ copy.
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An ad for the retailer Coldwater Creek does not promote the clothing the store chain sells. Rather the ad was designed to promote the Susan G. Komen Breast Cancer Race for the Cure. The _____ copy in this ad described how important it was for women to receive annual mammograms and support breast cancer research.
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What is a kicker?
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What is boldface?
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An ad for Pûr water filters has a photo which shows a woman enjoying a glass of water from her Pûr water filter while her dog is on the counter gnawing on a freshly cooked turkey. The _____ copy under the picture begins with the following statement: "The only thing you'll notice is how great it tastes."
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_____ copy depends on wordplays, humor, poetry, rhymes, great exaggeration, gags, and other tricks.
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Which of the following is a basic element in the construction of body copy
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What is italic?
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What is design?
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What is layout?
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