Question 1

It is called ________, the ability to create fresh, witty, charming, human advertising copy that compels people to read.

Accepted Answer

The answer of It is called ________, the ability to...

Question 2

Research tells us that with regard to advertising all of the following are characteristics of emotion EXCEPT:

Accepted Answer

A) it is mostly a process at an unconscious level. 
B) it is the key to every decision made by a human being. 
C) an emotional approach does not work with higher-ticket items. 
D) an emotional approach works best with low involvement products. 
E) humans think with feeling and emotion. 
A) it is mostly a process at an unconscious level. 
B) it is the key to every decision made by a human being. 
C) an emotional approach does not work with higher-ticket items. 
D) an emotional approach works best with low involvement products. 
E) humans think with feeling and emotion.

Question 3

Which of the following is NOT a factor in the challenge to create effective concepts and advertisements?

Accepted Answer

A) "overchoice" 
B) time famine 
C) ease for the audience to "turn off" the medium 
D) media clutter 
E) knowledge as power 
A) "overchoice" 
B) time famine 
C) ease for the audience to "turn off" the medium 
D) media clutter 
E) knowledge as power

Question 4

In trying to create advertising, a valuable message to remember is that the faster ideas are conveyed, the more powerful they are.

Accepted Answer

A) True 
 B)False

Question 5

Called ________, it is a constraint that interferes with our assimilating the ever-growing and surplus numbers of messages directed at us.

Accepted Answer

The answer of Called ________, it is a constraint that...

Question 6

Which would be a condition under which the FTC might look down upon a company's comparative advertising?

Accepted Answer

A) if the basis of comparison are clearly identified 
B) if it encourages product innovation 
C) if it is nondeceptive 
D) if it is truthful 
E) if the basis of comparison is veiled 
A) if the basis of comparison are clearly identified 
B) if it encourages product innovation 
C) if it is nondeceptive 
D) if it is truthful 
E) if the basis of comparison is veiled

Question 7

Which of the following is NOT a characteristic of risk in advertising?

Accepted Answer

A) It's about freshness. 
B) ideas that are predictable 
C) an area where no one has gone before 
D) something familiar but with a twist 
E) must trust your instincts 
A) It's about freshness. 
B) ideas that are predictable 
C) an area where no one has gone before 
D) something familiar but with a twist 
E) must trust your instincts

Question 8

Common elements, according to Ogilvy & Mather, for effective advertising include:

Accepted Answer

A) independence from a campaign. 
B) irrelevancy. 
C) cost effectiveness. 
D) a strong selling idea. 
E) creativity for its own sake. 
A) independence from a campaign. 
B) irrelevancy. 
C) cost effectiveness. 
D) a strong selling idea. 
E) creativity for its own sake.

Question 9

Dean Rieck, president of Direct Creative, advocates the use of testimonials and success stories and also suggests all of the following EXCEPT:

Accepted Answer

A) testimonial subjects should be similar to prospects. 
B) you should not rewrite or fabricate testimonials. 
C) you should use full names and appropriate titles. 
D) testimonials are more effective if they are from experts. 
E) testimonial subjects should be relevant to prospects. 
A) testimonial subjects should be similar to prospects. 
B) you should not rewrite or fabricate testimonials. 
C) you should use full names and appropriate titles. 
D) testimonials are more effective if they are from experts. 
E) testimonial subjects should be relevant to prospects.

Question 10

Because most people dislike visual pollution of the environment, outdoor advertisers have a responsibility to create wonderful advertising.

Accepted Answer

A) True 
 B)False

Question 11

John Hegarty said that "time famine" is an obstacle to breaking through the ever-growing mass of messages directed at consumers.

Accepted Answer

A) True 
 B)False

Question 12

The following are all characteristic of a headline EXCEPT:

Accepted Answer

A) most important part of a print ad. 
B) if glossed over, the reader goes to the first line of copy. 
C) first thing read. 
D) must arouse interest. 
E) should be as long as you want it to be. 
A) most important part of a print ad. 
B) if glossed over, the reader goes to the first line of copy. 
C) first thing read. 
D) must arouse interest. 
E) should be as long as you want it to be.

Question 13

If the advertising in women's publications are any indication, ads using a sexual appeal attract considerable notice and readership.

Accepted Answer

A) True 
 B)False

Question 14

________ is determined by the positioning of various creative elements in an advertisement; when it's good, it sends the reader's eye over the page to take in all the important elements.

Accepted Answer

The answer of ________ is determined by the positioning of...

Question 15

Compare and contrast reductive and expansive messages.

Accepted Answer

Reductive messages are those that simpli

Question 16

Ron Huey of Huey+Partners observed that great ads since 1960 have had which of these common elements?

Accepted Answer

A) visual with minimum copy that says it all 
B) headline, logo, and compelling copy 
C) headline, visual, and logo that communicate the idea immediately 
D) compelling copy, a visual, and creative logo 
E) sexual appeal, double entendre, and machismo 
A) visual with minimum copy that says it all 
B) headline, logo, and compelling copy 
C) headline, visual, and logo that communicate the idea immediately 
D) compelling copy, a visual, and creative logo 
E) sexual appeal, double entendre, and machismo

Question 17

Which order do most ads follow?

Accepted Answer

A) spelling out of promise, promise of benefit, proof of claim, amplification of story, and action to take 
B) amplification of story, promise of benefit, spelling out of promise, proof of claim, and action to take 
C) promise of benefit, spelling out of promise, amplification of story, proof of claim, and action to take 
D) emotional appeal, promise of benefit, amplification of need, proof of benefit, appeal to action. 
E) action to take, promise of benefit, spelling out of promise, amplification of story, proof of claim 
A) spelling out of promise, promise of benefit, proof of claim, amplification of story, and action to take 
B) amplification of story, promise of benefit, spelling out of promise, proof of claim, and action to take 
C) promise of benefit, spelling out of promise, amplification of story, proof of claim, and action to take 
D) emotional appeal, promise of benefit, amplification of need, proof of benefit, appeal to action. 
E) action to take, promise of benefit, spelling out of promise, amplification of story, proof of claim

Question 18

If you create copy that takes something ordinary and familiar and presents it in unexpected ways, then you are using the imaginative approach.

Accepted Answer

A) True 
 B)False

Question 19

To address the increasing power of the media audience to "turn us off" and to appeal to their aspirations, the advertising message must be:

Accepted Answer

A) emotional with no sense of concern for the intellectual. 
B) compelling and necessary. 
C) intellectual with no sense of concern for the emotional. 
D) composed of gut level graphics with strong copy. 
E) balance power and recognition. 
A) emotional with no sense of concern for the intellectual. 
B) compelling and necessary. 
C) intellectual with no sense of concern for the emotional. 
D) composed of gut level graphics with strong copy. 
E) balance power and recognition.

Question 20

Based on the authors' observations, it's fair to say advertising is not about rules but rather about principles or guidelines and even breaking the rules and taking risks in order to communicate.

Accepted Answer

A) True 
 B)False

Exam 16: Creating the Message

It is called ________, the ability to create fresh, witty, charming, human advertising copy that compels people to read.

Research tells us that with regard to advertising all of the following are characteristics of emotion EXCEPT:

Which of the following is NOT a factor in the challenge to create effective concepts and advertisements?

In trying to create advertising, a valuable message to remember is that the faster ideas are conveyed, the more powerful they are.

Called ________, it is a constraint that interferes with our assimilating the ever-growing and surplus numbers of messages directed at us.

Which would be a condition under which the FTC might look down upon a company's comparative advertising?

Which of the following is NOT a characteristic of risk in advertising?

Common elements, according to Ogilvy & Mather, for effective advertising include:

Dean Rieck, president of Direct Creative, advocates the use of testimonials and success stories and also suggests all of the following EXCEPT:

Because most people dislike visual pollution of the environment, outdoor advertisers have a responsibility to create wonderful advertising.

John Hegarty said that "time famine" is an obstacle to breaking through the ever-growing mass of messages directed at consumers.

The following are all characteristic of a headline EXCEPT:

If the advertising in women's publications are any indication, ads using a sexual appeal attract considerable notice and readership.

________ is determined by the positioning of various creative elements in an advertisement; when it's good, it sends the reader's eye over the page to take in all the important elements.

Compare and contrast reductive and expansive messages.

Ron Huey of Huey+Partners observed that great ads since 1960 have had which of these common elements?

Which order do most ads follow?

If you create copy that takes something ordinary and familiar and presents it in unexpected ways, then you are using the imaginative approach.

To address the increasing power of the media audience to "turn us off" and to appeal to their aspirations, the advertising message must be:

Based on the authors' observations, it's fair to say advertising is not about rules but rather about principles or guidelines and even breaking the rules and taking risks in order to communicate.

Background of Todays Advertising

Roles of Advertising

Brand Planning and the Advertising Spiral

Target Marketing

The Advertising Agency, Media Services, and Other Services

The Advertisers Marketingadvertising Operation

Media Strategy

Using Television

Using Radio

Using Newspapers

Using Magazines

Out-Of-Home Advertising

Digital and Direct-Response Advertising

Sales Promotion

Research in Advertising

The Total Concept: Words and Visuals

Print Production

Video and the Commercial

The Radio Commercial

Trademarks and Packaging

The Complete Campaign

International Advertising

Economic, Social, and Legal Effects of Advertising

Filters