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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?
art director
 
One of the characteristics of a great ad is called ______.
audience impact
 
The population a company focuses marketing efforts toward is known as which of the following?
Target Market
 
A medium is a channel of communication used to relay information.
True
 
What must an advertisement do in order to impact its audience?
resonate
 
An ad must have strategic relevance or it will fail—even if it ______ with the audience.
resonates
 
What do the account executive prepare for the creative department once the strategy-development task is complete?
creative brief
 
Which of the following is NOT a print advertisement?
Internet Advertisement
 
The number of people a print medium reaches is known as which of the following?
Circulation
 
Together, the art director, the copywriter, and the creative director are referred to as _____.
creatives
 
When an advertisement catches an audience's attention and imagination, it is said to ______.
resonate
 
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 ______.
strategic relevance
 
What are the four elements of the IMC strategy?
message
media
product
target
 
The creative team's guide for writing and producing a campaign is called the creative _________
Brief
 
Tracking returns-on-investments is not a very valuable way to assess the effectiveness of an advertisement.
False
 
Which of the following is the most popular type of print publication?
Magazines
 
How are newspaper display ads measured to determine pricing?
Per column inch
 
Which of these is a disadvantage of a magazine advertisement?
They are usually one of the most expensive forms of advertisingThis
 
What are the two characteristics of a great ad?
audience impact
strategic relevance
 
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?
a creative brief
 
The emotional appeal of an advertisement focuses on the ______ need of the consumer.
social
 
What is an insert?
Ad or brochure printed by the advertiser and shipped to the publisher for insertion into a magazine or newspaper.
 
Which of the following is a rational IMC appeal?
durability
 
In writing a creative brief, the objective statement includes the specific description of the target consumer as well as the name of the ______.
brand
 
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?
message strategy
 
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.
rational
 
The creative process does /not /follow a disciplined approach.
False
 
The number of different people exposed, at lease once, to a medium during a given period of time.
Reach
 
Which of the following is an emotional IMC appeal?
simplicity
 
Which of the following best defines an objective statement?
It is a specific, concise description of the campaign's mission.
 
Which of the following constitutes the verbal component of the message strategy?
guidelines for what should be said
 
Which of the following is another term for creative brief?
copy platform
 
The process of creating something new by combining two or more previously unconnected objects or ideas is referred to as ______.
Creativity
 
The average number of times those people are exposed to that medium during that period of time.
Frequency
 
Creativity in an ad campaign is important because it helps to inform, persuade, and remind, but what else is necessary?
the boom factor
 
How does a metaphor prove helpful in the context of an integrated marketing communications (IMC) strategy?
It helps the audience learn more about the product by relating it to a more familiar concept.
 
If a verbal message is to be persuasive, it must be reinforced through the creative use of ______.
nonverbal messages
 
Problem solving, creating beautiful and meaningful works, and survival are examples of ______.
creativity
 
In addition to its creative style, what are some criteria for choosing an advertising agency?
originality
bold concepts
reputation
 
According to researchers, what is the impact of a vivid campaign?
It attracts attention and maintains interest.
 
According to Max Weber, qualitative thinking is ______.
Intuitive
 
What percentage of the space in an advertisement should be white space?
15-20 Percent
 
Telephone directories usually charge the advertiser one fee per which amount of time?
A year
 
___ standard ad sizes for tabloid newspapers.
32
 
What are the different types of newspaper advertising?
Display advertising
Classified ads
Public notices
Preprinted advertisement inserts
 
Display advertising:
includes copy, illustrations or photographs, headlines, coupons, and other visual components
 
Newspaper advertisement space is NOT available in which of the following types?
Custom detailed classified
 
What is print advertising?
Includes magazines and newspapers, but it could include any message that is produced on printed items, such as brochures, catalogs, direct mail, posters, and outdoor billboards.
 
 
Which of the following types of publication software is the market leader for graphic design and editing?
Adobe® Photoshop®
 
What is a gatefold?
Magazine cover or inside page extended and folded over to fit into magazine, sold at a premium price.
 
What are island halves?
Half-Page of magazine space that is surrounded on two or more sides by editorial content and sold at a premium price.
 
What categories of magazines are there/
Consumer magazines
Farm publications
Business magazines
Local city magazine
Regional publications
National magazines
 
Which of the following best defines information graphics?
They are colorful charts used to explain data and raise the perception of quality for some readers.
 
What lives within all humans and enables survival?
Creativity
 
What is Print Media?
Messages produced on any printed medium
Has more permanence that television or radio
Presents more detailed information
Important component of the media mix
 
What is a media mix?
Combination of media types that work together to most effectively deliver an advertiser's message (newspaper, magazine, radio, tv, billboards, websites, email, direct mail, the internet, and social media)
 
Define bleed is:
Color, type, or visuals that run all the way to the edge of a printed page
 
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?
visual metaphor
 
Max Weber proposed people think in two ways: a qualitative intuitive, value-based manner and a ______.
objective, rational, fact-based manner
 
Concepts like reason and consistency constitute ______ thinking.
hard
 
Which of the following is a true statement regarding fact-based thinkers?
They are linear thinkers.
 
According to researchers, what is the impact of a vivid campaign?
It attracts attention and maintains interest.
 
Rates are based on what?
The number of lines the ad occupies.
 
Classified Display ads:
in the classified section, but have larger-size type, photos, art borders, abundant white space, and color
 
Public Notices:
announce public governmental reports, notices by private citizens and organizations, and financial reports
 
Preprinted Advertising Inserts:
printed in advance by the advertiser and inserted into a specific edition, usually a separate, smaller section of the paper
 
Form is:
submitted when an advertiser wants to run an ad, stating dates on which the ad is to run, its size, requested position, and the rate.
 
Proof Copy:
Copy of the completed advertisement used to check for final errors, corrections, or approval. Usually provided by local or regional publications
 
What does final art mean?
There is no need for a proof copy.
 
Most national ads arrive as ___ ___.
Final Art
 
How to verify that an ad ran:
The newspaper tears out the page on which the ad appeared and sends it to the agency or advertiser.
 
What are advantages of bleed?
Greater flexibility in expressing the advertising idea, a slightly larger printing area, and dramatic impact.
 
What is cover position?
Advertising space on the front inside, back inside, or back cover of pages of a publication, usually sold at a premium price, with high exposure.
 
Cover position is sought by:
Advertisers who plan to advertise in a particular magazine consistently, and have adequate budget
 
What is a junior edit?
Large magazine ad placed in the middle of a page and surrounded by editorial content. Less Expensive.
 
People who use intuition, values, and ethical judgments to make decisions are ______ thinkers.
value-based
 
What are the different sizes of newspapers?
Standard
Tabloid
 
Standard-size Newspaper :
measures 22 inches deep and 13 inches wide and is divided into six columns
 
What are standard advertising units (SAU)?
system of standardized advertisement sizes that is accepted by all standard-size newspapers
 
Which of the following is a soft thinking concept?
Fantasy
 
What two skills does selecting media involve?
Understanding the unique characteristics of media alternatives
Determining which media will be the most effective (TV, radio, print, web, social, outdoor, etc.)
 
People who break down concepts and analyze situations to discover the single best solution have a ______ thinking style.
fact-based
 
The step-by-step procedure used to discover original ideas and reorganize existing concepts in new ways is termed as the ___________ _____________
creative process
 
Creatives examine the information they have and review the creative brief when they take on the role of the ______.
Explorer
 
Column inch:
basic unit by which publishers bill for advertising, equal to one vertical inch of column space
 
SAU column inch:
2 1/16 inches wide by 1 inch deep
 
___ standard ad sizes for standard-size newspapers.
56
 
Tabloid Newspaper:
about half the size of standard-size newspaper, 14 inches deep and 11 inches wide
 
Which of the following is a true statement about value-based thinkers?
They are better at embracing change than fact-based thinkers.
 
What is the advantage of following the creative process?
It helps people improve their ability to discover new ideas.
 
The positive belief that quality information is available and that one has the ability to find and use it is referred to as ______.
insight outlook
 
Why is a creative brief important for creatives?
It helps define what they are looking for.
 
Which of the following rules needs to be followed for successful brainstorming?
All ideas should be considered above criticism.
 
Insight outlook expects people to block out the outside world and concentrate on their inner strength.
False
 
What are three dates that affect magazine purchases?
Cover date
On-sale date
Closing date
 
What is a cover date?
The data printed on the cover of a publication.
 
What is an on-sale date?
Date a magazine is issued for sale.
 
During the ______ stage, creatives usually start working on the message strategy.
Explorer
 
Newsletters are one of the most expensive forms of advertising.
False
 
The last steps in the process of buying a print advertisement are scheduling advertisement space followed by making a payment to the company.
False
 
What is a closing date?
The date all ad material must be in the publisher's hands for a specific issue.
 
Lead time may be as much as ___ months.
Three
 
The segment recommends using how many colors on one page?
Less than 5
 
A border is a restraint on the image or text of an advertisement.
True
 
While developing the big idea, the process of creating a mental picture of the message is called ______.
visualization
 
Creatives take on the role of the Judge when they study the market, the product, and the competition.
False
 
Which of the following best defines brainstorming?
It is a process through which people assemble to generate new ideas.
 
What is the big idea?
a flash of insight that gives a message life
 
What are the advantages of newspaper advertising?
Mass or local medium
Comprehensive in scope (many topics and audiences)
Geographic targeting
Timeliness
Credibility
Creative flexibility (ad size, color)
An active medium (daily/weekly)
A permanent record/archive
Reasonable cost
 
What are the disadvantages of newspaper advertising?
Lack of selectivity
Short life span
Poor production quality
Clutter (take up space)
 
What are the different types of frequencies of delivery for newspapers?
Daily
Weekly
 
Daily Newspaper are:
published at least five times a week, usually in morning or evening editions
 
Weekly Newspapers are:
published once a week and serve readers in small urban or suburban areas or farm communities with an emphasis on local news and advertising
 
Which of the following is the first task the Artist performs when helping to develop the big idea?
reviewing the pertinent information gathered by the Explorer
 
Today, most ___ for national advertisers are handled through a private central office, the Advertising Checking Bureau.
Tearsheets
 
Virtually all online publications are looking to increase revenues by offering ads and subscriptions in the form of:
Banners
Pop-ups and pushdowns
Floating ads and online billboards
Interstitials and videos
 
According to von Oech, how can elimination be used to manipulate ideas?
It can be used by subtracting the obvious aspects.
 
After gaining clear knowledge about the direction the message should take, a ______ gives it life.
big idea
 
The font used in the copy component of an advertisement should NOT be which of the following?
Fancy
 
The visual component of an advertisement should take up no more than 10 percent of the advertisement.
False
 
Which of the following is NOT a component of the layout of an advertisement?
Print
 
Medium selection does NOT involve knowing which of the following?
The number of competitors in the market
 
What is the benefit of incubating a concept?
It helps rest the brain and enables better ideas to develop.
 
The process of managing the visual presentation of a message is referred to as
art direction
 
Our thinking is stretched by humor.
True
 
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
creative pyramid
 
How does a creative incubate a concept?
by walking away from it and letting the unconscious mind mull it over
 
List the five steps in the advertising pyramid in the order of their occurrence, placing the first step at the bottom.
1. action
2. desire
3. conviction
4. comprehension
5. awareness
 
Which of the following terms refers to the whole presentation—visual, verbal, and aural?
art
 
When might a sexually provocative advertisement become counterproductive for the advertiser?
when the audience is distracted from the main message
 
Which of the following is an activity done by the advertiser that is unique to the action stage of the creative pyramid?
sending a coupon to incite a customer to visit the store
 
Which of the following is NOT a style of brochure?
Newsletter
 
Font width is most important to consider when creating which type of advertisement?
Outdoor media advertisements
 
How many steps does the creative pyramid have?
5
 
List the five steps in the creative pyramid in the order of their occurrence, placing the first step at the bottom.
1. action
2. desire
3. credibility
4. interest
5. attention
 
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
judge
 
In the creative process, the concept is put into action by the ______.
Warrior
 
A common tip for layout and design is to divide the page in _________.
Thirds
 
The slogan technique alliteration is accurately described by which of the following?
Repeating initial consonant sounds
 
Which of the following is the national standard tool used to edit written publications?
Associated Press Stylebook and Libel Manual
 
According to von Oech, what should an individual in the role of the Judge focus on first?
highlighting the positive aspects of the idea
 
Which person is responsible for getting the big idea approved, produced, and placed in the media?
the Warrior