Question 1

List the eight basic formats used for radio and TV commercials.

Accepted Answer

The eight basic formats used f

Question 2

Which of the following about developing copy for radio advertising holds true?

Accepted Answer

A)  Radio copy must avoid being intrusive in order to attract and hold the attention of listeners. 
B)  It is important to include characters in the radio copy that sound highly exotic in order to grab listeners' attention. 
C)  It is challenging, yet essential to make the radio copy script fit the time slot. 
D)  Radio copy should use a large number of homonyms to ensure the message is clear. 
E)  Radio copy should represent an overzealous effort to attract listeners. 
A)  Radio copy must avoid being intrusive in order to attract and hold the attention of listeners. 
B)  It is important to include characters in the radio copy that sound highly exotic in order to grab listeners' attention. 
C)  It is challenging, yet essential to make the radio copy script fit the time slot. 
D)  Radio copy should use a large number of homonyms to ensure the message is clear. 
E)  Radio copy should represent an overzealous effort to attract listeners.

Question 3

In international markets,language is the most important consideration for copywriters.

Accepted Answer

A) True 
 B)False

Question 4

In a _____,the artist draws to the actual size of the ad in which headlines and subheads suggest the final type style.

Accepted Answer

A)  thumbnail 
B)  mechanical 
C)  dummy 
D)  comp 
E)  rough layout 
A)  thumbnail 
B)  mechanical 
C)  dummy 
D)  comp 
E)  rough layout

Question 5

In _____ copy,writers immediately explain or develop the headline and visual in a straightforward,factual presentation.

Accepted Answer

A)  institutional 
B)  narrative 
C)  picture-caption 
D)  device 
E)  straight-sell 
A)  institutional 
B)  narrative 
C)  picture-caption 
D)  device 
E)  straight-sell

Question 6

How is developing radio copy different from creating any other kind of copywriting?

Accepted Answer

While developing radio copy,it

Question 7

Briefly describe the guidelines for creating effective radio commercials.

Accepted Answer

Writing for radio takes a sharp ear,empa

Question 8

Advertisers working in global markets must pretest art and design concepts with natives of each country.

Accepted Answer

A) True 
 B)False

Question 9

How can information provided on a website be concise and comprehensive at once?

Accepted Answer

People do not really read a we

Question 10

Which of the following is true of the design element of an ad with a high recall?

Accepted Answer

A)  The total headline area should always fill 70 percent of the total ad space. 
B)  Body copy should be minimized if the ad is selling high-involvement products. 
C)  Company signatures should occupy more than 40 percent of the total ad area. 
D)  The logo of the company should be included to let readers know who placed the ad. 
E)  The ad should give equal amounts of space to every design element. 
A)  The total headline area should always fill 70 percent of the total ad space. 
B)  Body copy should be minimized if the ad is selling high-involvement products. 
C)  Company signatures should occupy more than 40 percent of the total ad area. 
D)  The logo of the company should be included to let readers know who placed the ad. 
E)  The ad should give equal amounts of space to every design element.

Question 11

In a print ad,the _____ is a link between the headline and the sales ideas presented in the text.

Accepted Answer

A)  demonstration 
B)  close 
C)  pasteup 
D)  lead-in paragraph 
E)  hook 
A)  demonstration 
B)  close 
C)  pasteup 
D)  lead-in paragraph 
E)  hook

Question 12

In an ad,a _____ consists of words that are read first and contains the largest type on the page.

Accepted Answer

A)  headline 
B)  pasteup 
C)  picture caption 
D)  seal 
E)  body copy 
A)  headline 
B)  pasteup 
C)  picture caption 
D)  seal 
E)  body copy

Question 13

Briefly describe the ways of writing effectively for websites.

Accepted Answer

Reid Goldsborough,a widely syndicated te

Question 14

For best results,company signatures or logos should occupy 40 percent of the total print ad area.

Accepted Answer

A) True 
 B)False

Question 15

An ad for Stella's clothing,a brand of fashion wear,was designed to promote a breast cancer campaign organized by the company.The ad described why it was important for women to conduct annual mammograms and support breast cancer research.Which of the following copy styles was used by the ad?

Accepted Answer

A)  Institutional copy 
B)  Device copy 
C)  Straight-sell copy 
D)  Picture-caption copy 
E)  Dialogue copy 
A)  Institutional copy 
B)  Device copy 
C)  Straight-sell copy 
D)  Picture-caption copy 
E)  Dialogue copy

Question 16

A(n)_____ is responsible for assembling the various elements of an ad and mechanically putting them together the way the art director indicates.

Accepted Answer

A)  illustrator 
B)  web designer 
C)  graphic designer 
D)  copy editor 
E)  production artist 
A)  illustrator 
B)  web designer 
C)  graphic designer 
D)  copy editor 
E)  production artist

Question 17

In the approval process of designing print layouts,what is the biggest challenge for the copywriter and art director?

Accepted Answer

The biggest challenge in the a

Question 18

Commercials that dramatize real-life situations are known as _____.It usually starts with just plain folks,played by professional actors,discussing some problem or issue.

Accepted Answer

A)  straight announcement 
B)  slice-of-life 
C)  jingle 
D)  testimonial 
E)  animation 
A)  straight announcement 
B)  slice-of-life 
C)  jingle 
D)  testimonial 
E)  animation

Question 19

A difference between straight announcement commercials and presenter commercials and is that the former uses celebrities while the latter does not.

Accepted Answer

A) True 
 B)False

Question 20

In print ads,the key layout elements are the visual(s),headlines,subheads,body copy,slogans,seals,logos,and signatures.

Accepted Answer

A) True 
 B)False

List the eight basic formats used for radio and TV commercials.

Which of the following about developing copy for radio advertising holds true?

In international markets,language is the most important consideration for copywriters.

In a _____,the artist draws to the actual size of the ad in which headlines and subheads suggest the final type style.

In _____ copy,writers immediately explain or develop the headline and visual in a straightforward,factual presentation.

How is developing radio copy different from creating any other kind of copywriting?

Briefly describe the guidelines for creating effective radio commercials.

Advertisers working in global markets must pretest art and design concepts with natives of each country.

How can information provided on a website be concise and comprehensive at once?

Which of the following is true of the design element of an ad with a high recall?

In a print ad,the _____ is a link between the headline and the sales ideas presented in the text.

In an ad,a _____ consists of words that are read first and contains the largest type on the page.

Briefly describe the ways of writing effectively for websites.

For best results,company signatures or logos should occupy 40 percent of the total print ad area.

An ad for Stella's clothing,a brand of fashion wear,was designed to promote a breast cancer campaign organized by the company.The ad described why it was important for women to conduct annual mammograms and support breast cancer research.Which of the following copy styles was used by the ad?

A(n)_____ is responsible for assembling the various elements of an ad and mechanically putting them together the way the art director indicates.

In the approval process of designing print layouts,what is the biggest challenge for the copywriter and art director?

Commercials that dramatize real-life situations are known as _____.It usually starts with just plain folks,played by professional actors,discussing some problem or issue.

A difference between straight announcement commercials and presenter commercials and is that the former uses celebrities while the latter does not.

In print ads,the key layout elements are the visual(s),headlines,subheads,body copy,slogans,seals,logos,and signatures.

Advertising and IMC Today

The Big Picture: The Evolution of Advertising and Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research

Marketing and Imc Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Print, Electronic, and Digital Media Production

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Social Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building

Relationship Building

Filters

Exam 11: Creative Execution

List the eight basic formats used for radio and TV commercials.

Which of the following about developing copy for radio advertising holds true?

In international markets,language is the most important consideration for copywriters.

In a _____,the artist draws to the actual size of the ad in which headlines and subheads suggest the final type style.

In _____ copy,writers immediately explain or develop the headline and visual in a straightforward,factual presentation.

How is developing radio copy different from creating any other kind of copywriting?

Briefly describe the guidelines for creating effective radio commercials.

Advertisers working in global markets must pretest art and design concepts with natives of each country.

How can information provided on a website be concise and comprehensive at once?

Which of the following is true of the design element of an ad with a high recall?

In a print ad,the _____ is a link between the headline and the sales ideas presented in the text.

In an ad,a _____ consists of words that are read first and contains the largest type on the page.

Briefly describe the ways of writing effectively for websites.

For best results,company signatures or logos should occupy 40 percent of the total print ad area.

An ad for Stella's clothing,a brand of fashion wear,was designed to promote a breast cancer campaign organized by the company.The ad described why it was important for women to conduct annual mammograms and support breast cancer research.Which of the following copy styles was used by the ad?

A(n)_____ is responsible for assembling the various elements of an ad and mechanically putting them together the way the art director indicates.

In the approval process of designing print layouts,what is the biggest challenge for the copywriter and art director?

Commercials that dramatize real-life situations are known as _____.It usually starts with just plain folks,played by professional actors,discussing some problem or issue.

A difference between straight announcement commercials and presenter commercials and is that the former uses celebrities while the latter does not.

In print ads,the key layout elements are the visual(s),headlines,subheads,body copy,slogans,seals,logos,and signatures.

Advertising and IMC Today

The Big Picture: The Evolution of Advertising and Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research

Marketing and Imc Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Print, Electronic, and Digital Media Production

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Social Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building

Relationship Building

Filters