Test 3

Question 1

in a creative team, the art director develops the verbal message, the copy (words) spoken
by the imaginary persona

Answer 1

false

Question 2

The difference between a concept and a strategy is that a concept describes the direction
the IMC message should take while a strategy gives it life

Answer 2

false

Question 3

The Warrior, an imaginary role adopted by creatives, overcomes excuses, idea killers,
setbacks, and obstacles to bring a creative concept to realization

Answer 3

true

Question 4

The goal of brainstorming is to eliminate “good” ideas

Answer 4

false

Question 5

In the Warrior’s role, creatives win territory for big new ideas in a world resistant to
change and carry the concept into action

Answer 5

true

Question 6

Appeal is the first objective of any campaign and the fundamental building block in the
creative pyramid

Answer 6

false

Question 7

Copywriters use headlines and visuals to achieve the appeal step of the creative pyramid

Answer 7

false

Question 8

Advertisers rely on the body copy of an ad to draw the most attention and to be read first

Answer 8

false

Question 9

A storyboard is an exact replica of the final commercial.

Answer 9

false

Question 10

A product name that translates poorly in a foreign country can increase the advertiser’s
credibility

Answer 10

false

Question 11

Writing for audio must be clearer than writing for print.

Answer 11

true

Question 12

n a magazine, second and third cover rates typically cost more than the fourth cover

Answer 12

true

Question 13

In a newspaper, the preferred position on the second page is known as full position

Answer 13

false

Question 14

n terms of advertising volume, newspapers are still the largest medium in the United
States

Answer 14

false

Question 15

A short rate is the difference between the contracted rate and the earned rate for the actual
inches run

Answer 15

true

Question 16

For a magazine, cost per thousand (CPM) is computed by dividing the cost of a full-page
ad by the number of thousands of subscribers

Answer 16

false

Question 17

Horizontal publications deal with a particular job function across a variety of industries.

Answer 17

true

Question 18

Vertical publications cover a specific industry in all its aspects

Answer 18

true

Question 19

Magazines allow an advertiser to reach a particular target audience with a high-quality
presentation

Answer 19

true

Question 20

A bleed occurs when the edge of one color or shade overlaps its neighbor by a fraction of
an inch to make sure the white paper underneath does not show through

Answer 20

false

Question 21

Which step in the creative pyramid is associated with motivating people to do something?

Answer 21

action

Question 22

In the________ step of the creative pyramid, the copywriter encourages prospects to
picture themselves enjoying the benefits of the product or service.

Answer 22

desire

Question 23

The term ____ refers to the entire advertising presentation—visual, verbal, and aural

Answer 23

art

Question 24

Art direction is best described as

Answer 24

the process of managing the visual presentation of a message

Question 25

As she thought about the product and the advertising message, Michi said, “What if instead of choosing between these two options, we found a way to combine them?” What technique would Von Oech say Michi is using for manipulating an idea?

Answer 25

imagine

Question 26

________ refers to a process in which two or more people get together to generate new ideas

Answer 26

Brainstorming

Question 27

The term________ refers to how the art director and graphic artists choose and structure the artistic elements of an ad.

Answer 27

design

Question 28

One purpose of an ad layout is to

Answer 28

serve as a blueprint of the ad

Question 29

In an ad, a________ consists of words that are read first and contain the largest type on the page

Answer 29

headline

Question 30

________ headlines promise the audience that experiencing the utility of the product or service will be rewarding

Answer 30

benefit

Question 31

An ad for a local coffee shop has a headline that states, “Poetry Reading with Local Poet Nupur Jai this Friday at 7:00 PM.” This headline may be described as a(n)________ headline

Answer 31

Information

Question 32

Which of the following is true of newspaper advertising?

Answer 32

It suffers from the problem of advertising clutter

Question 33

_____ refers to an estimate determined by market research of how many people read a single issue of a publication

Answer 33

pass-along readership

Question 34

A magazine meant for retail executives describes the latest initiatives in the retail industry. According to the classification of magazines by content, this is a(n) _____ publication

Answer 34

Trade

Question 35

According to the classification of magazines by content, _____ magazines are purchased for entertainment, information, or both, are edited for people who buy products for their own personal use

Answer 35

consumer

Question 36

A gatefold refers to a(n):

Answer 36

insert with wide pages that need to be folded into the center to fit into the magazine.

Question 37

What is a disadvantage of magazine advertising?

Answer 37

It is unable to lend prestige to the products being advertised

Question 38

Which of the following is an advantage of magazine advertising?

Answer 38

Permanence gives the reader time to appraise ads in detail

Question 39

A local electronics store decides against advertising a new gaming system in the local newspaper. Why would it make this choice?

Answer 39

Newspaper tend to skew to older readers

Question 40

One characteristic of a run-of-paper (ROP) advertising rate to a newspaper is that the advertiser

Answer 40

has no control over where the ad appears in the newspaper