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Which of the following is proprietary information about a product?
the product's trademark
 
How does a designer set a style?
by combining artistic elements in a specific way
 
What are the 4 types of television mediums?
Broadcast TV
Cable TV
Digital Formats
Satellite TV
 
Networks broadcast messages ___ across affiliated stations throughout the ___.
simultaneously; country
 
An overall orderly arrangement of all the format elements of an ad, such as the headline and visuals, is called the
layout
 
In the design process, the approval process takes place only in the final stage.
False
 
Which of the following accurately describes a thumbnail sketch?
It is a rough drawing that is produced quickly and is small.
 
Match the category of information (on the left) that creatives need  before creating an advertisement to the question (on the right) that gives the required information.
*History*                                            Who introduced the product?
*Market position*                             What is the market share of the product?
*Product image*                                Is it a necessity product?
*Proprietary information*                What is the product's trade name?
*Research*                                         Which medium is suitable for the chosen research method?
*Life cycle*                                         What is the average use span of the product?
*Competitive information*               Does the product have any advantages over other products in the market?
*Customer use*                                 How frequently is the product bought?
 
What is the term used when the art director and graphic artist choose and structure the artistic elements of an ad?
design
 
Which of the following are purposes that a layout fulfills?
to give the client something that can be corrected
to help in developing and evaluating an ad in advance
 
___________ Reach masses representing a cross-section of the population.
Networks
 
The mechanical produced in the production art phase contains
the final artwork along with all the visuals and the actual type in place.
 
What is the primary purpose of a thumbnail sketch?
It is used by the artist to visualize the layout.
 
What are the disadvantages of Broadcast TV advertising?
High production cost
High airtime cost
Limited selectivity to very small audience
Brevity/Recall
Clutter
Zipping/Zapping
 
What are advantages of sponsorship?
The public more readily identifies with advertisers products.
The sponsor controls the placement and content of ads.
Ideal for local programming
 
Which of the following is the phase of the creative process that uses nonfinal art?
the creative phase
 
What does participation of sponsorships do?
Sponsors spread budgets
There is a limited time commitment
Participating advertisers have no control over the program content
 
What are the disadvantages of network advertising?
Long lead times
Inconvenient restrictions (forced to adherence to network standards and practices)
High prices
 
Which of the following is a true statement regarding a rough layout?
Photos and illustrations are sketched in on a rough layout.
 
Why is there social dominance in broadcast tv advertising?
Most people under age of 35 grew up with TV as their window to their social environment.
 
Which of the following is a true statement about the comprehensive layout?
It is elaborate and in color.
 
How is a dummy assembled?
It is assembled by hand to the actual size.
 
Using computer software to prepare high-quality print and digital messages is called ______ ______.
desktop publishing
 
People remember ___ second ads better than __ or ___ second ads.
60; 15; 30
 
Match the different layouts (on the left) to their style (on the right).
*Circus layout*                       Filled with many devices such as illustrations, oversize type, reverse blocks, and tilts
*Frame layout*                      A copy surrounded by the visual or vice versa
*Copy-heavy layout*             Text forms most of the advertisement
 
In a rough layout, an artist's drawing is _____.
the actual size of the ad
 
Most people don't remember ads after ___ minutes of TV viewing.
5
 
Which of the following is a feature of the dummy?
It has the general look and feel of the final product.
 
What type of publishing prepares print or digital materials using publishing software?
desktop publishing
 
Adons, an advertising agency, is working on a print campaign that has a lot to say. The client is averse to using images and wants a lot of well-written content to attract the audience. The most appropriate layout for this campaign would be a _____.
copy-heavy layout
 
What is considered clutter in broadcast TV advertising?
Station Breaks, credits, and public service announcements, competing ads.
 
Using computer software to prepare high-quality print and digital messages is called ______ ______.
desktop publishing
 
The standard ad format, in which 60% to 70% of the ad's total area is occupied by a single, dominant visual, is the ______ layout.
poster-style
 
What are the types of TV advertising?
Network
Spot
Syndication
Program Length Ads (PLAs)
 
An ad's _____ is affected by typefaces.
appearance
 
Related typefaces make up a _____.
type family
 
Which of the following is the ad layout that has traditionally resulted in the highest recall?
picture-window layout
 
The art of selecting and setting type is called
typography
 
A complete assortment of capitals, small capitals, lowercase letters, numerals, and punctuation marks for a particular typeface and size is referred to as a _____.
font
 
Which of the following is an important purpose for the visual for an ad?
to capture the reader's attention
 
Illustrators and photographers are together responsible for ad _____.
visuals
 
Rank the three main aspects of a print ad in order of how they are most
frequently spotted by a prospect, with the first aspect at the top.
1. picture
2. headline
3. body copy
 
What are factors affecting rate negotiation?
Based on the daypart chosen
Run-of-Station (ROS)
Total Audience Plan (TAP)
 
Run-Of-Station (ROS):
Radio station decides when to run ad to achieve a lower ad rate
 
Total Audience Plan (TAP)
Package rate that guarantees a certain percentage of spots in the better dayparts (i.e. Morning or Afternoon / Evening Drive times)
 
What are the advantaged of radio advertising?
Excellent reach and frequency
Selectivity
Cost-efficiency
Timeliness
Immediacy
Local relevance
Creative flexibility
 
What are the disadvantages of radio advertising?
Limited to sound only, no visuals
Segmented audiences
Short-lived and half-heard commercials
Clutter / Noise from competing ads
 
TV households (TVHH)
The number of households in a market area that own television sets.
 
Visuals in advertising are created by illustrators and photographers.
true
 
Copywriters correlate the function of the logo to the _____ level of the creative pyramid.
action
 
In an advertisement, the words that will be read first and that are placed so that they get the most attention are _____.
headlines
 
What does an effective headline do?
It attracts attention.
 
"Farmland milk: The freshest and purest milk in the country" is an example of a _____.
benefit headline
 
Copywriters correlate the function of the visual and headline to the _____ level of the creative pyramid.
attention
 
The largest type on the page is reserved for the _____.
headline
 
How can creatives ensure that a headline gains attention for the correct reasons?
by engaging the reader
by explaining the visual
 
What elements do ideal Facebook ads contain?
testimonials
numbered lists
 
A headline that promises a rewarding experience in using a product or service is called a(n)
benefit headline
 
A headline that is smaller than the main headline and appears above or below it is called _____.
a subhead
 
What are some of the effective techniques of creating pay-per-click headlines?
solving problems
limiting characters
including keywords
 
The complete sales story is present in the _____ of an advertisement.
body copy
 
Which of the following is a true statement regarding the subhead?
It appears in boldface.
 
Which of the following is a feature of the straight-sell copy style of body copy?
It is a straightforward, factual presentation of information.
 
built largely on the basis of infomercial promotions, now has sales in excess of $________ _________.
Proactive
1 Billion
 
Today, major marketers such as P&G, Microsoft, and Pfizer have ventured into the ___ arena.
Infomercial
 
What are some video alternatives to TV Commercials?
Product Placement
Commercials at service stations
 
Copy that makes use of alliteration, puns, or rhymes to increase interest and memorability is called
device copy
 
________ TV advertising is purchased from individual stations directly.
Spot
 
What TV advertising is less expensive and more flexible than network advertising?
Spot
 
Why is Spot TV advertising less expensive and more flexible than network advertising?
They can be concentrated in specific regions of the country.
 
_____________ _________ ___________ tends to have less viewers, because they get lost on the clutter between programs.
Spot; TV; advertising
 
Which of the following is a true statement regarding the body copy?
It is a continuation of the headline.
 
What are contributing to the decline of the radio, particularly among young listeners (age 12 - 24)?
Mobile phones, iPods, MP3 players, tablets.
 
What 5 dayparts is radio divided into?
Morning drive
Daytime
Afternoon (or evening) drive
Nighttime
All night
 
What time is the morning drive?
6am - 10am
 
What time is the daytime drive?
10am - 3pm
 
What time is the afternoon (or evening) drive?
3pm - 7pm (weekdays)
 
What time is the nighttime drive?
7pm - midnight
 
What time is the all night drive?
Midnight - 6am
 
Why do the morning and afternoon drive times have the highest number of listeners?
Those times coincide with rush hour.
 
The basic purpose for the slogan of a campaign is _____.
to provide a connection between the various ads in a campaign
 
The straight-sell style of body copy is best suited to ______.
difficult-to-use products
 
Match the body copy style (on the left) to its corresponding content (on the right).
*Institutional copy*               It promotes a philosophy.
*Narrative copy*                   It is used to tell a story.
*Monologue copy*               It features characters selling a product in their own words.
*Picture-caption copy*         It tells a story with illustrations.
*Device copy*                        It commonly uses puns, alliteration, or rhymes.
 
Unlike seals that are awarded to an advertiser's product by external authorities, _____ are special designs of the advertiser's product name.
logotypes
 
Name the five steps of the creative pyramid.
interest
credibility
desire
action
attention
 
Which part of a layout can begin as a successful headline?
the slogan
 
A benefit of having a seal is that the seal __________.
acts as a valued endorsement for the particular product
 
What formats do writers use in creating radio and television copy?
scripts
storyboards
 
Radio helps reach audiences ___________ in other media (people not watching television during a given daypart)
Underrepresented
 
Radio allows advertisers to tie in to ___________ markets and target specific ___________
Local
Demographics
 
Radio enables ___________ ___________.
Imagery Transfer
 
Which of the following is a two-column list containing names and dialogue used in radio advertising?
the script
 
What is the content of the left-side column of a television script?
the description of the visuals and production
 
Which of the following are true statements concerning storyboard roughs for TV commercials?
The storyboard roughs help present the style of the commercial.
The storyboard roughs are created from the script for the commercial.
 
Which part of a campaign layout is awarded to a product only when it meets standards established by recognized authorities?
the seal
 
In the context of a radio script, audio is the right column that contains the ___________.
dialogue
 
What is the role of the copywriter in creating a television copy?
to decide the tone of the commercial
 
What is the basis of a storyboard rough?
the script
 
Slice of life, animation, and testimonial are types of commercial formats used in radio and ______ advertising.
television
 
When a straight announcement is made to match the style of the program in which it is presented, the announcement is called a(n)
integrated commercial
 
What is the disadvantage of an ad lib with a radio personality?
The radio personality may criticize the product.
 
While TV tends to be a passive medium that people simply watch, ___ actively involves people.
Radio
 
What can you do with the radio?
Listen intently for favorite personalities
Call in to request a song
Call in to participate in a topic of conversation
Participate during a contest
Use their ears and imagination to fill in what they cannot see.
 
___% of consumers replay the TV spot in their minds when they hear the radio spot.
75
 
What types of radio stations are there?
FM
AM
 
Radio is:
Personal (1:1), mobile (car, streamable), and adaptable to peoples moods based on time of day
 
Straight announcement, presenter, and demonstration are types of commercial formats used in radio and ______ advertising.
television
 
Stations appeal to specific demographics through ______ ______.
Programming formats
 
What is the oldest and simplest type of radio or TV commercial?
straight announcement
 
What is the unique feature of a presenter commercial?
It uses one person or character to represent the product.
 
The effectiveness of a product is vouched for by a satisfied user in a true form of a(n) _____ advertisement.
testimonial
 
Spots may run 10, 15, 30, or 60 seconds and be sold __________ or __________
Nationally
Locally
__________ advertising is more difficult to buy than __________ advertising because it involves contacting each station directly.
Spot; Network
 
What is Syndication TV advertising?
Sale of programs on a station-by-station, market-by-market basis, dealing with a distribution company, rather than directly with a major network.
 
Syndication TV advertising has more __________.
inventory
 
What is product placement?
Paying a fee to have a product prominently displayed in a movie or TV show
 
What does product placement do?
Minimize impact of commercial avoidance
Help link products with popular characters
Help avoid credibility issues that surround commercials
 
Audience tethered at gas pump for four-and-a-half minutes is an example of:
Commercials at service stations
 
What alternative to TV commercials has costs comparable to spot cable TV ad rates?
Commercials at service stations
 
Rating Services are:
Companies that measure the program audiences of TV stations for advertisers and broadcasters
 
What do rating services do?
They pick a representative sample of the market and provide data on the number of, and characteristics of, the viewers.
 
A demonstration commercial can be done only through television.
False
 
The consistent use of musical themes for background color or to close the commercial is called a _____.
musical logo
 
Only celebrities endorse products in a testimonial advertisement.
false
 
Compro, a popular computer brand, introduces a highly advanced laptop. The commercial for it features the product and a quick run through on how the product works. This is an example of a _____ commercial.
demonstration
 
___ demographic data is used by networks and local stations to determine how much they can charge for advertising on their TV shows.
sweeps
 
What are some examples of syndicated TV shows?
Ellen, Dr. Phil, Star Trek, Price Is Right, Jeopardy, TMZ, and many others that are popular with many advertisers.
 
What are Program Length Ads (PLAs)?
Long-format television commercials that may run as long as an hour.
 
Infomercials are what type of TV advertising?
PLAs
 
In what type of rating is collection and interpretation of data difficult since media planners have to integrate so much information from many different sources (cable channels)?
Cable ratings
 
Match the jingle component (on the left) to its corresponding role (on the right).
*Donut*                     the part in a jingle left for the spoken copy
*Hook*                       the part of the jingle that is remembered the most
 
Plentiful Hair, a popular hair oil, shows a college scene where a girl is crying to her best friend about her hair-loss problem. The friend then suggests Plentiful Hair as a remedy. This is an example of a(n) _____ type of TV commercial.
slice of life
 
The dramatization of a product benefit is often achieved through the use of _____ in a slice-of-life commercial.
mnemonic devices
 
Who must art directors work with effectively?
producers
directors
technicians
 
Commercials that dramatize real-life situations are referred to as
slice of life
 
What is the purpose of a mnemonic device in a commercial?
to trigger a memory of the commercial
 
What is the content of a storyboard?
a rough visualization of the commercial resembling a cartoon strip
 
Cable ratings are pulled from ____________ _________ ___________.
Designated; Market; Areas (DMAs)
 
Designated Market Areas (DMAs):
geographic areas (cities and counties) from which TV stations attract most of their viewers
 
________________ must decide when to air commercials and on which programs.
Advertisers
 
What type of the day has the highest level of TV viewing?
Prime time (8pm - 11pm Eastern and Pacific, 7-10 pm Central & Mt. time)
 
What are the morning TV viewing times?
6am - Noon
 
What are the daytime TV viewing times?
Noon - 5pm
 
What are the evening TV viewing times?
5pm - 8pm
 
Once the creative team selects the format for a television commercial, what do the art director and the writer create?
the script
 
What term does Burson Cohn & Wolfe, a large New York public relations firm, use in referring to the online opinion leaders in the United States?
e-fluentials
 
Translating one overall campaign into each language for the regions where the campaign will be used is the standard, accepted approach to international ad campaigns.
false
 
The art director turns the video portion of a TV commercial script into real images using a(n)
storyboard
 
According to research conducted by Burson Cohn & Wolfe, almost all the e-fluentials who referred to company websites to verify advertising information found them credible.
false
 
What is the most important consideration for copywriters and creative directors for advertising in international markets?
language
 
Translators must be efficient copywriters, because __________ copywriters would be able to translate in a way that suits the language
of a campaign
 
To reach the greatest percentage of the target audience, the media planner determines a ___ ___ based on TV usage levels reported the by the ratings services.
Daypart Mix
 
TV stations and cable companies publish rate cards to sell their airtime. However, since TV audiences are ___ ___ ___, television reps will always negotiate prices.
Estimated at best
 
What are some ways to negotiate lower rates?
Package deal
Run-of-schedule positioning
Preemption rate
 
A popular advertisement for a security services company features a dog. In terms of the advertisement, the dog functions primarily as _____.
an icon of security and loyalty
 
When producing ads in a foreign country, it is best to get input on what the ads say, show, or do from whom?
government officials
local citizens
 
Which of the following is a basic rule in using translators?
The product must be understood by the translator.
 
A visual image representing some idea or object is called a(n)
icon
 
What are some ways to ensure performance of buying tv time?
Affidavit of performance
Makegoods
 
Many governments _____ advertising and the use of certain media.
regulate