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What must a company establish before trying to sell its product(s)?
an advertising plan
a marketing plan
 
As media planners purchase more gross rating points (GRPs), the unit cost falls because of ______.
discounting
 
Based on repeated exposures to the medium or the program, the intensity of a media schedule is measured by _____.
frequency
 
The portion of the audience who experience enough exposures to truly receive the message is measured by _____.
effective reach
 
Which of the following statements about comprehensive layouts or comps is true?
At the comp stage, all visuals are in final form..
 
For which of the following projects would an ad agency be most likely to develop a dummy?
A point-of-purchase display for Claritin allergy medication.
 
Traditional mechanicals are:
type and line art pasted in place on a piece of white art board, called paste-ups.
 
Mechanicals are:
generally created on computers
 
What are media decisions influenced by?
purchase patterns
budget considerations
media vehicles
 
What is a trial close?
Request for order made before the close in ad copy.
 
What is a seal?
Certification mark provided by organizations like Good Housekeeping Institute.
 
What are logotypes?
Special design of advertiser's name or product name in ads.
 
What are signatures?
Product or company's primary graphic identity.
 
What is a close in an ad?
Part that asks customers to do something and tells them how.
 
What are slogans?
Standard company statements for ads, salespeople, and employees.
 
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:
design
 
A(n) _____ is an overall orderly arrangement of all the format elements of a print ad.
layout
 
What are themelines?
Standard company statements for ads, salespeople, and employees.
 
How does the layout of an advertisement help ensure its success?
It shows the size and placement of each element
 
The _____ is responsible for assembling the various elements of an ad and mechanically putting them together the way the art director has indicated.
the production artist
 
What are taglines?
Standard company statements for ads, salespeople, and employees.
 
Once the best ad design is chosen, the layout serves as a blueprint.
True
 
After conceptualization, the primary responsibility of the art director is to:
supervise the ad's progress to completion
 
_____ are small, very rough, rapidly produced drawings used to try out ideas during the conceptual phase of the design process.
Thumbnail sketches
 
In terms of the roles of the advertising artists, the roles played by photographers and illustrators are very different.
False
 
What is a script?
Format for radio and TV copywriting showing dialogue and visuals.
 
The Snuggle bear appears as the spokesperson in the demonstration commercial format used by Snuggle fabric softener.
False
 
What are sound effects (SFX)?
Sounds other than music or dialogue used in radio and TV.
 
A BDI under 100 and a CDI over 100 indicate that the _____.
product category has high potential, but the brand is not selling well
 
What is the key to successful advertising?
proper planning
 
A dummy is a rough, rapidly produced pencil sketch that is used for trying out ideas.
False
 
Thumbnail sketches:
are small, very rough, rapidly produced drawings used to try out ideas during the conceptual phase of the design process
 
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.
rough
 
Printers often refer to pasteups and mechanicals as camera-ready art
True
 
What is body copy?
Text of an advertisement
 
The key to effective slice-of-life commercials is realism.
False
 
The ads that feature the walking and talking M&M candies is an example of dramatized commercials.
False
 
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.
True
 
What is text?
Synonym for body copy
 
What is straight-sell copy?
Body copy that explains the headline and visual to sell the product
 
Another name for the poster-style format is the storyboard layout.
False
 
According to the principles guiding how ads should be laid out
a directional pattern should be evident so that readers know in what sequence to read
 
Another name for the poster-style format is the:
picture-window layout.
 
Illustrators and photographers are responsible for creating the _____ used in print advertising.
visuals
 
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?
Public relations value
 
Research shows that readership increases considerably if ads contain more than 50 words.
False
 
Many experts believe that headlines with ten words or more gain greater readership.
True
 
The kind of picture to be used in an ad is often determined during the conceptualization process
True
 
What is institutional copy?
Body copy that sells an idea or organization/service
 
Ideally, headlines communicate the complete selling idea.
True
 
Why do advertisers need to use visuals in print ads?
to clarify claims made by the copy
to emphasize unique features of the product advertised
to arouse the reader's interest in the headline
to qualify readers by stopping those who are legitimate prospects and letting others skip the ad if they are so inclined
all of the above
 
Many experts believe that headlines with 10 words or more gain greater readership.
True
 
The benefit headline for Pepperidge Farm whole-grain breads reads, "The bread you love does your heart good".
True
 
What is narrative copy?
Body copy that tells a story and uses product features as the solution
 
What is dialogue/monologue?
Body copy where characters do the selling in their own words
 
What are factors over which the media planner has little or no control?
budget considerations
purchase patterns
mood of the message
 
What is picture-caption copy?
Body copy told through illustrations and captions
 
What is device copy?
Copy that relies on wordplay, humor, etc.
 
People tend to read every word on a Web site so it is important that the writing be effective.
False
 
Which of the following is NOT a reason for the use of visuals in print ads?
to make the ad differ significantly from the rest of the ad campaign
 
_______________ 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.
headline
 
The storyboard is only an approximation of the final commercial.
True
 
Banner advertising is the dominant approach used in Internet advertising.
True
 
Campbell's Soup uses the slogan or ____, "M'm! M'm! Good!"
tagline
 
The McGraw-Hill Companies use the slogan or _____, "Keeping the world up to speed."
taglines
 
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?
to provide continuity for an ad campaign
 
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.
seal
 
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.
seal
 
What is a lead-in paragraph?
Bridge between headlines, subheads, and sales ideas in print ads.
 
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?"
True
 
What are interior paragraphs?
Body copy of an ad where credibility and desire steps are presented.
 
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.
False
 
What types of messages require more space or time allotted for an explanation of the product?
complex messages
 
The term effective reach is used to describe the _____.
quality of exposure to a medium
 
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 _____.
200
 
What is a thumbnail?
Rough, rapidly produced pencil sketch for trying out ideas.
 
The best ads focus on one big idea.
True
 
The benefit headline for Fresh Step cat litter reads, "Step into a fresher house."
True
 
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?"
True
 
What is a rough?
Pencil sketch of a proposed design or layout.
 
What is a dummy?
Three-dimensional, hand-made layout of a brochure or multipage advertising piece.
 
Which of the following statements about developing copy for radio advertising is true?
One of the most challenging aspects of writing for broadcast media is making the script fit the time slot.
 
The most effective radio commercials should:
use familiar sound effects
 
Effective television commercials should:
begin at the finish
 
The art director create the _____ to present the artistic approach, the action sequences, and the style of the commercial.
storyboard roughs
 
The _____ commercial is the oldest and simplest type of television commercial to produce.
straight announcement
 
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.
straight announcement
 
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.
presenter
 
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.
demonstration
 
A television commercial, which shows how easily the Clorox bleach pen removes grass stains from soccer uniforms, is an example of a(n) _____ commercial.
demonstration
 
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.
slice-of-life
 
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.
slice-of-life
 
The stylized face of Colonel Sanders in KFC ads and on its products acts as a(n) ______; it triggers instant recall of the product.
mnemonic device
 
Slice-of-life television commercials often incorporate _____, which is defined as a device, often a gimmick, used to assist the viewer's memory.
mnemonic devices
 
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 _____
mnemonic device
 
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:
a lifestyle technique
 
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.
storyboard
 
An animatic is:
a film strip composed of the storyboard sketches accompanied by the audio portion of a TV commercial synchronized on tape
 
Effective Web sites should always offer:
interactivity
 
The most important consideration for copywriters and creative directors who are trying to develop an ad campaign for a foreign market is:
language
 
A French manufacturer of riding equipment that uses translators to translate its advertising from French to Japanese should:
hire a translator who lives in Japan
 
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.
icon
 
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):
icon
 
What advertising term would you use to describe AT&T's collect call number, which is 1-800-CALLATT?
Mnemonic Device
 
What is a comprehensive layout (comp)?
Facsimile of a finished ad with copy and proposed illustrations.
 
What is a poster-style format?
Layout with a single, dominant visual occupying 60-70% of the total area.
 
Advertising critics universally extol the virtues of institutional advertising.
False
 
An ad for Asian Sensations newest product line of snack foods that encourages its readers to "Thai something new" is using a mnemonic.
False
 
What is a picture-window layout?
Layout with a single, dominant visual occupying 60-70% of the total area.
 
What is Ayer No. 1?
Single, dominant visual occupying 60-70% of an advertisement's total area.
 
Who are illustrators?
Artists who paint, sketch, or draw pictures for advertising.
 
Who are photographers?
Artists who use cameras to create visuals for advertisements.
 
Slogans serve as brief, repeatable positioning statements.
True
 
All that appears on a typical radio script is the ad dialogue.
False
 
What are visuals?
All picture elements placed into an advertisement.
 
What must a company establish before trying to sell its product(s)?
a marketing plan
an advertising plan
 
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?
"The medium is the message."
 
The portion of the audience who experience enough exposures to truly receive the message is measured by _____.
effective reach
 
What three purchasing behaviors affect every element of the media mix?
where
when
how
 
What are musical commercials?
Commercials that are sung with the sales message in the verse.
 
What are jingles?
Musical commercials usually sung with the sales message in the verse.
 
Designing ads for the Internet uses the identical skills required for advertising in print and broadcast media.
True
 
When designing ads for use in other countries, the art director must be familiar with each country's artistic preferences and peculiarities.
True
 
What is a slice of life commercial?
A commercial consisting of a dramatization of a real-life situation where the product becomes the solution to a problem.
 
Writing for radio requires clearer copywriting than writing done for any other media.
True
 
Unlike print ads, broadcast commercials do not use a format or layout.
False
 
What is a mnemonic device?
A gimmick used to dramatize the product benefit and make it memorable.
 
What is a lifestyle technique?
A commercial where the user is presented rather than the product, often used by clothing and soft drink advertisers.
 
What is animation?
The use of cartoons, puppet characters, or demonstrations of inanimate characters that come to life in television commercials;
often used for communicating difficult messages or for reaching specialized markets, such as children.
 
What is a storyboard?
A sheet preprinted with a series of 8 to 20 blank frames in the shape of TV screens, which includes text of the commercial, sound effects, and camera views.
 
What is an animatic?
A rough television commercial produced by photographing storyboard sketches on a film strip or video with the audio portion synchronized on tape. It is used primarily for testing purposes.
 
What is SEO?
Ensuring that web elements, especially copy, are designed to attract search engines.
 
What are media decisions influenced by?
purchase patterns
media vehicles
budget considerations
 
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.
benefit
 
The ad for L'Oreal RevitaLift cream has a _____ headline that reads, "Dramatically lifts and re-tightens skin immediately."
benefit
 
What is the key to successful advertising?
proper planning
 
What are the advantages to using outdoor advertising as a media vehicle?
local targeting
larger than life
simple message
 
The ___________ ______________ is the cost divided by the number of thousands of people in the audience.
cost per thousand
 
Which products require more constant levels of advertising?
paper products
food stuffs
 
What is an audio?
The sound portion of a commercial.
 
What is storyboard roughs?
A rough layout of a television commercial in storyboard form.
 
What is a straight announcement?
The oldest type of radio or television commercial where an announcer delivers a sales message directly.
 
What is a radio personality?
A radio host known to listeners as a credible source.
 
The ad for Rockport boots has the following _____ headline: "A total of 500,000 tons of rain can fall from a single storm."
news/information
 
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.
provocative
 
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?"
Question
 
What is a testimonial?
The use of satisfied customers and celebrities to endorse a product in advertising.
 
What is a demonstration?
A type of TV commercial in which the product is shown in use.
 
What is an integrated commercial?
A straight radio announcement woven into a show or tailored to a given program.
 
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.
command
 
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."
command
 
What does it mean to be on camera?
To be seen by the camera, as an announcer, spokesperson, or actor.
 
In an advertisement in print media, the _____ is a bridge between the headline, the subheads, and the sales ideas presented in the text.
lead-in paragraph
 
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):
close
 
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:
close
 
What is a voice-over?
The spoken copy or dialogue delivered by an announcer who is not seen but heard.
 
What is a presenter commercial?
A commercial format where one person or character presents the product and sales message.
 
What is a headline?
Words in the leading position of an advertisement that draw attention.
 
The additional smaller headline that generally appears below main headline is called a(n):
subhead
 
Which of the following statements about subheads is true?
The purpose of the subhead is to act as a stepping stone between the body copy and the headline.
 
What are benefit headlines?
Headlines that make a direct promise to the reader.
 
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.
Straight-sell
 
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.
straight-sell
 
What are news/information headlines?
Headlines that provide news or promise information.
 
What is a provocative headline?
Headline to provoke curiosity
 
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.
straight-sell
 
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.
institutional
 
What is a question headline?
Headline that asks a question
 
What is a command headline?
Headline that orders the reader
 
What is a subhead?
Secondary headline
 
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.
institutional
 
A company that wanted to use an emotional appeal to consumers would most likely use _____ copy.
narrative
 
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.
institutional
 
What is a kicker?
Subhead above the headline
 
What is boldface?
Heavier type
 
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."
picture-caption
 
_____ copy depends on wordplays, humor, poetry, rhymes, great exaggeration, gags, and other tricks.
Device
 
Which of the following is a basic element in the construction of body copy
trial close
 
What is italic?
Slanted printing type
 
What is design?
Visual pattern or composition of artistic elements.
 
What is layout?
Orderly formation of all parts of an advertisement.