ad100

Question 1

a/an _ compares two things on the basis of a similar feature

Answer 1

metaphor

Question 2

which of these is not one of the functions of a headline

Answer 2

distract readers from body copy

Question 3

a _ states that one thing is “like” something else

Answer 3

simile

Question 4

the _ most ads start with a lead-in paragraph that bridges the headline and the rest of the copy

Answer 4

standard copy

Question 5

imply that consumers will be worse off

Answer 5

reverse benefit

Question 6

you know the routine: “I said she said”

Answer 6

dialog copy

Question 7

which of are part of the 18 guidelines for effective copy?

Answer 7

all of these are guidelines for effective copy
communicate a benefit
reinforce the brand name
make an emotional connection to the customer

Question 8

true or false businesses don’t like to use radio for advertising because it’s more expensive than tv

Answer 8

false

Question 9

True or False An advantage to radio is low production costs

Answer 9

true

Question 10

which of the following is not a guideline for writing effective radio?

Answer 10

use loud noises to startle the audience

Question 11

commercial shows what the product can do better than any other visual, by shown it being used, a comparison of before and after using the product

Answer 11

demonstration

Question 12

commercial is several brief episodes that are threaded together

Answer 12

vignettes

Question 13

the consumer can see an actual advantage by using the product or

Answer 13

direct benefit

Question 14

commercials show real people who have used the product share their experience with it

Answer 14

testimonials

Question 15

in “the vw trilogy” case, volkswagen’s tv commercial gained an unexpected boost thanks to

Answer 15

social media

Question 16

true or false, when developing a concept for an internet site, you should remember that you’re looking for interaction, not just a reaction

Answer 16

true

Question 17

when writing copy for the internet, you should do all but

Answer 17

write more words than regular print

Question 18

all of these are benefits of direct mail except

Answer 18

mail is the quickest way to connect to customers

Question 19

what is the most important element of direct mail?

Answer 19

the list

Question 20

what is the first stage of designing for the internet?

Answer 20

research

Question 21

when writing copy for the internet, what percentage less should you write compared
to conventional writing?

Answer 21

50%

Question 22

three examples of interactivity are liking, commenting, and sharing

Answer 22

true

Question 23

above all else, what drives relationships on social networks?

Answer 23

interactivity

Question 24

true or false, posting the same content on all social media sites is a good idea

Answer 24

false

Question 25

planning a successful social media campaign involves all of the following except

Answer 25

all of these are part of a successful campaign a specific message planning visuals determining an entry point

Question 26

integrated marketing communications (imc) is the coordination of

Answer 26

all marketing communications tools available

Question 27

sales promotions include coupons, rebates, sampling, and sweepstakes

Answer 27

true

Question 28

imc includes which of the activities?

Answer 28

all of these direct marketing internet marketing public relations

Question 29

use of unconventional marketing to pull maximum results from minimal resources is the definition of

Answer 29

guerilla marketing

Question 30

a premium is an item given free, or greatly discounted, to entice consumers to purchase a brand

Answer 30

true