Purdue COM 25600 - Exam 4 (14 pages)

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Exam 4



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Exam 4

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Pages:
14
School:
Purdue University
Course:
Com 25600 - Introduction to Advertising

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QUESTION 1 CHAPTER 12 In the production process you can usually expect to get a high quality ad quickly for cheap page 380 The production manager is in charge of speed quality and economy He must find which one is he most important among the other two True False QUESTION 2 CHAPTER 11 In an advertisement the carries readers from a headline to the body copy page 354 356 CTA is an instruction to the audience designed to provoke an immediate response usually using an imperative verb such as Call to action call now find out more or visit a store today An additional smaller headline that can appear above the headline or below it The boom factor in advertising refers to a creative strategy used to get the attention of a target audience with a message that resonates Gives them the opportunity to make the buying decision early subhead boom factor trial close QUESTION 3 CHAPTER 12 When producing an advertisement which phase usually takes the longest on average page 389 Process of producing a recorded a recorded commercial includes preproduction production and postproduction in finishing phases Post production editing stage Preproduction stage planning 2nd phase End phase production rendering and final output QUESTION 4 CHAPTER 10 Before writing or producing an advertisement the creative team produces a an to guide the creative work Page 321 advertisin g pyramid A model that can help the creative team convert the advertising strategy and the big idea into the actual physical ad or commercial page 321 creative pyramid The boom factor in advertising refers to a creative strategy used to get the boom attention of a target audience with a message that resonates factor The creative teams guide for writing and producing the campaign page 309 creative brief QUESTION 5 CHAPTER 11 The Google Chrome ad we watched depicting a father daughter relationship as the daughter goes to college would best be considered a commercial Page 361 the oldest and simplest type of radio and TV commercial



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