adver380 test 2
Terms
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copy deck
- The account planner must: a. discern not just who buys specific brands, but why b. be responsible for all research c. understand and represent the target audience d. represent the client in the agency e. a, b, and c f. all of the above
- e: a, b, c
- Basic considerations in undertaking market research include all EXCEPT: a. presenting findings in a clear, easily understood format that prompts action b. being sure to ask the right questions c. maintaining a consumer-behavior viewpoint d. applyi
- e. ensuring the creative team is represented on the research panel
- For advertising, a sociologist would NOT use which of the following research techniques? a. life-stage research b. trend watching c. a values and lifestyle analysis d. cohort analysis e. social class and stratification
- c. a values and lifestyle analysis
- Similar to family life-cycle research, life-stage research: a. looks at crucial points in consumers’ lives b. joins subgroups into groups to study their buying behavior and lifestyles c. has been relatively stable for the past 30 years d. has no
- a. looks at crucial points in consumers’ lives
- If psychologists study drives, urges, wishes, or desires that initiate buying behavior, they are examining: a. motivation b. cognition c. learning d. perception e. introspection
- c. learning
- Concept testing usually happens during the stage of: a. completing a SWOT analysis b. advertising strategy development c. post campaign evaluation d. evaluating pretesting executions e. evaluating advertising executions
- b. advertising strategy development
- What does SWOT stand for in a Situation Analysis? a. Strategies, Writing, Organization, and Technology b. Strengths, Weaknesses, Opportunities, and Threats c. Strategies, Wants, Organization, and Technology d. Strategies, Writing, Opportunities,
- b. Strengths, Weaknesses, Opportunities, and Threats
- What are the four components of a Situation Analysis? a. Market, Product, Competition, and Consumer b. Client, Media, Distributor, and Consumer c. Brand, Media, Distributor, and Consumer. d. none of the above
- a.Market, Product, Competition, and Consumer
- Which of the following is NOT a characteristic of focus group research? a. a quantitative research tool b. trained moderator leads a group, usually of prime prospects c. interviews last for up to two hours d. client can watch the interview from be
- a.a quantitative research tool
- Which of the following methods is best suited for collecting emotional and experiential data? a. Survey b. Experiment c. In-depth interview d. All of the above e. None of the above
- c. In-depth interview
- Based on the V8 video we saw in class, what’s the problem with V8’s initial ad copy? a. Too many concepts in the ad b. Too few concepts in the ad c. Actors are not convincing d. The music background is inappropriate e. None of the above
- a. Too many concepts in the ad
- Which of the following is NOT a function of advertising research? a. To help identify consumers b. To pinpoint causes of possible problems c. To monitor activities d. To help in communications development e. None of the above
- e.None of the above
- Day-after recall of an ad is a measurement of: a. Cognitive response b. Affective response c. Behavioral response d. None of the above
- a. Cognitive response
- According to in-class lectures, GM, a well-known brand, now has an image problem and needs to rebuild people’s trust in the brand. Therefore, its current situation falls into a scenario of: a. High-Trial and High-Awareness b. Low-Trial and Low-Awa
- d. Low-Trial and High-Awareness
- According to American Demographics, the population in the next 25 years will: a. grow larger and be older b. grow larger and be younger c. decline and become more cohesive d. be less diverse e. remain relatively unchanged
- a. grow larger and be older
- Target marketing means: a. identifying and communicating with all groups b. identifying and communicating with groups of prime prospects c. identifying and communicating with the most affluent group d. identifying and communicating with the mos
- b. identifying and communicating with groups of prime prospects
- Key census information about the Hispanic population in the nation indicates: a. they are the largest ethnic population in Canada b. in the United States, they are largely from Cuba c. they are now this nation’s “largest minority†d. fewer t
- c. they are now this nation’s “largest minorityâ€
- According to the latest census information, the Asian market is: a. over-extended and over-sold b. somewhat poor and yet overly tapped c. relatively older, less well-educated than the non-Hispanic white population d. wealthier, more affluent, and
- d. wealthier, more affluent, and relatively untapped comparing to all other ethnic groups
- Characteristics that so-called “Matures†share include all the following except: a. value self-sacrifice b. technology-savvy c. use teamwork d. conform for the common good e. believe in the Puritan work ethic
- b. technology-savvy
- Called Gen Y, this group of individuals typically: a. outspends all previous generations b. are tough to pigeon-hole c. is more racially diverse d. all of the above
- d.all of the above
- Which of the following generations has political experience and cultural perspective that were shaped by the end of the cold war and the fall of the Berlin wall and is therefore characterized by their distrust in institutions and government? a. Mature
- c.Gen X
- Which of the following is NOT a step in the market segmentation process? a. communicate your positioning b. target a segment c. identify a common theme that appeals to all market segments d. segment your market e. position your product for that
- c. identify a common theme that appeals to all market segments
- In positioning, you must: a. avoid segmentation b. fit the product into the lifestyle of the buyer c. minimize advertising d. never modify the product in order to keep niche clients loyal e. none of the above
- b. fit the product into the lifestyle of the buyer
- According to the lecture, which of the following is critical to developing great copy? a. understanding consumers and what appeals to their brain and heart b. knowing how to appeal to the heart only c. knowing how to appeal to the brain only d. cr
- a. understanding consumers and what appeals to their brain and heart
- The most important part of a print advertisement, which can and probably should include a product benefit is the: a. sub-headline b. headline c. body d. close e. strategy
- b. headline
- Which order do most ads follow? 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
- In an ad the most appropriate place to spell out the promise is in the: a. headline b. sub-headline c. proof of claim d. amplification of the story e. tagline
- b. sub-headline
- When Aveeno used “Discover a whole new way to relieve stress†as a headline, they were: a. presenting a benefit that needs repeated reinforcement b. presenting a new benefit c. directly promising an existing benefit d. using provocation to inv
- b. presenting a new benefit
- When Rolling Stone used “Live fast, die a senior citizen!†they were: a. promising an existing benefit b. invoking curiosity and being provocative c. being quite selective d. presenting a new benefit e. all of the above
- b. invoking curiosity and being provocative
- Using “Mary Kay: For Women Only†is an example of: a. promising an existing benefit for others to envy b. promising a new benefit for all to envy c. using a selective headline d. provoking curiosity e. none of the above
- c. using a selective headline
- If Subway Sandwiches continues to use Jared Fogle (“I lost 245 pounds in a year eating Subwayâ€) in their ads to promote healthy choices, which of the following are they are depending on to help make their ads more effective? a. testimonial b.
- a. testimonial
- An approach that deals with what actually exists and focuses on what a product is, how it is made, and what it does would be: a. imaginative b. emotional c. factual d. empirical e. none of the above
- c. factual
- If your copy leads with a psychological appeal to love, hate, or fear, you are using the: a. factual approach b. emotional approach c. imaginative approach d. Bernbach approach e. psycho-socio approach
- b. emotional approach
- Which of the following is NOT an element of the creative work plan: a. Key observation b. Communication objective c. Consumer insight d. Mandatories e. Budget
- e.Budget
- Nike’s slogan, “Just Do Itâ€, is an example of: a. a historical slogan b. an institutional slogan c. a hard-sell slogan d. an imaginative slogan e. none of the above
- b. an institutional slogan
- Which may be responsibility of a copywriter? a. creation of visuals for an ad b. layout c. the ad concept d. creation of the words e. a and b f. c and d
- f. c and d
- A rendering in words, symbols, shapes, forms, or any combination thereof of an abstract answer to a perceived desire or need is: a. art b. creative advertisement c. executional idea d. basic idea or concept e. none of the above
- c. executional idea
- Which of the following can be a source of inspiration for an idea? a. where or how a product is made b. history of the product c. the packaging d. gaining new ideas from a product’s old advertising e. all of the above
- e. all of the above
- Putting together elements such as a headline, logotype, illustration, and copy in an orderly form is referred to as making the: a. execution b. layout c. creative leap d. objective verifiable e. mock-up
- b.layout
- Which of the following is NOT a basic means to attract attention to an ad? a. using a visual alone b. using the headline alone c. using a combination of a visual and headline d. using a subheadline e. none of the above
- d. using a subheadline
- If layout artists talk about either an “S†or “Z†arrangement, they are discussing: a. balance b. emphasis c. sequence d. contrast e. informal balance
- c. sequence
- An ad that has informal balance has: a. bisymmetric design b. objects seemingly placed at random; yet, they are in relation to one another so the ad as a whole appears in balance c. elements of equal weight, size, and shape on both sides of an imag
- b. objects seemingly placed at random; yet, they are in relation to one another so the ad as a whole appears in balance
- Reasons for using color include all of the following EXCEPT: a. as an attention-grabbing device b. to present some products realistically c. because of its reasonable price d. its value in conveying psychological messages e. to highlight specifi
- c. because of its reasonable price
- Which of the following would NOT be a basic area of the creative process? a. medium or vehicle used b. concepts c. research data d. words e. pictures
- c. research data
- Which of the following types of talents are required to be an art director? a. An imaginative person who conceives the visual ideas b. A writer who is good with words c. A mathematician who is good with numbers d. All of the above
- a. An imaginative person who conceives the visual ideas
- If you are ready to present a sample ad to your client, you need the creative team to provide you a: a. rough layout b. comprehensive c. thumbnail d. draft
- b. comprehensive
- Which of the following sizes of visuals is the optimal illustration size to grab consumers’ attention? a. small (¼ or less of ad) b. medium (¼ – ¾ of ad) c. large (more than 2/3 of ad) d. full size single illustration
- b. medium (¼ – ¾ of ad)
- Graphic Design USA found that the reasons advertisers may use stock imagery include: a. ease of accessibility b. budget restraints c. time pressure d. quality and variety e. all of the above
- e. all of the above
- Which of the following layout techniques makes a print ad seem larger and more life-like? a. bleed b. borders c. vertical pattern d. Z pattern e. all of the above
- a. bleed
- Which of the following is NOT a function of using white space in print ad? a. reduce costs b. separate different layout elements c. create contrast and focal points d. none of the above
- a.reduce costs
- Assuming everything else being equal, which of the following visual patterns is the most demanding for viewers? a. diagonal pattern b. C pattern c. vertical pattern d. Z pattern e. horizontal pattern
- d.Z pattern
- Which medium has the most captive audiences of any media? a. TV b. Radio c. Magazine d. Newspaper
- b. Radio
- Which of the following visual techniques refers to a combination of animated and real characters: a. Rotoscope b. Animation c. Anim-real d. Close-up
- a. Rotoscope
- Which of the following visual techniques has the fewest frame(s) per second? a. Stop motion b. Still Photographs c. Vignettes d. None of the above
- b. Still Photographs
- Which of the following shots can give a full background of the story? a. Close-up b. Medium shot c. Long shot d. Full shot
- c. Long shot
- If you are on a tight budget and you realize you need music to help enhance a spot, you might purchase which of the following? a. stock music b. scored music c. original music d. private domain music e. a hit song that is at least 25 years old
- a. stock music
- In which phase of production will the agency, client, and production-house personnel hold a meeting to discuss client expectations? a. shooting b. postproduction c. preproduction d. morphing e. editing
- c. preproduction
- Combining sound with picture, inserting transitional effects, and adding titles occurs in which phase of TV production? a. shooting b. postproduction c. preproduction d. postflighting e. CGI mixing
- b. postproduction
- For most productions there are four steps, and the last step after the shoot is: a. editing b. wrap c. reviewing dailies d. taping e. post-lighting
- a. editing
- Using a super to indicate the location of a story is called: a. animation b. music c. bug d. vignettes
- c.bug
- What is the major difference between a storyboard and a photoboard? a. only storyboard has illustration b. only photoboard has illustration c. a photoboard uses actual frames that were shot and is shared with local retailers d. a storyboard uses a
- c. a photoboard uses actual frames that were shot and is shared with local retailers
- Which of the following is NOT an advantage radio offers advertisers: a. it provides a variety of programming formats b. morning and afternoon drive times provide a captive audience c. it enables advertisers to demonstrate complex functions of the p
- c.it enables advertisers to demonstrate complex functions of the product
- Among the advantages radio offers advertisers over other media: a. flexibility b. price c. marketability d. promotability e. all of the above
- e. all of the above
- Which of the following is NOT an element for a good radio spot? a. research your product or service as well as the competitor’s b. produce a delayed mental, physical, or emotional response c. be single-minded and focused d. generate extension or
- b. produce a delayed mental, physical, or emotional response
- This radio advertising technique allows listeners to eavesdrop on a conversation: a. establishing presence b. dialogue c. using emotion d. straight announcing e. audio voyeurism
- b. dialogue
- A major advantage of a live commercial is: a. you never pay extra talent fees or higher rates to a live reader b. the reader cannot overlook key selling points from an accompanying fact sheet c. the announcer may be quite popular so listeners are li
- c. the announcer may be quite popular so listeners are likely to believe the copy is more credible
- Free recoding of station-read copy, the flexibility to change content frequently and control of scripts are characteristic of which method of delivery? a. station announcer b. pre-recorded c. live commercial d. MIDI e. network
- a.station announcer
- The first step the advertiser or agency takes in the production process for a radio spot is to: a. receive management approval for the script b. select appropriate music or sound effects c. appoint the producer whose job is to convert a script into
- c. appoint the producer whose job is to convert a script into a finished product ready to air
- Which of the following is NOT the thing you should do during radio production? a. call ahead for music and sound effect b. find the right studio c. ask for input from engineer and voice talent d. keep up with new technology e. use amateur actors
- e. use amateur actors to save money