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 Page 364 commercials that dramatize real life situations Straight Announcement Slice of Life Page 365 to present the user rather than the product advertisers may Lifestyle use this Page 362 where a user tells how effective the product is and can be Testimonial highly credible in both tv and radio advertising QUESTION 6 CHAPTER 11 In the production of a print advertisment a pasteup is in black and white page 342 True False QUESTION 7 CHAPTER 11 A headline for a magazine ad for the Guardian News proclaims in large bold type Everything Illuminated The headline dominates the ad while image elements and other text are subdued The Guardian s headline is an example of in the design of its ad page 345 Unity ad s many different elements must relate to one another in such a way that the ad gibes a singular harmonious impression Sequence Not a design principle Proportion elements should be accorded space based on their importance to the entire ad white space the part of the ad not occupied by other elements QUESTION 8 CHAPTER 10 Plop Plop Fizz Fizz Oh what a relief it is the classic slogan for Alka Seltzer is an example of a an message because it shows how the product solves a problem which is a negative originated motive page 308 negatively originated motives such as problem removal or problem avoidance that are the most common energizers of consumer behavior informational QUESTION 9 CHAPTER 10 An ad may not be relevant to advertising strategy but as long as it is entertaining it will succeed page 308 3rd paragraph True False QUESTION 10 CHAPTER 10 Bigger On The Inside Inc a local advertising boutique has recently finalized an advertising concept The account executive for the boutique is now in the stages of pursuing approval for the idea In the creative process the account executive is fulfilling the role directo r Pg explor 326 er Pg Warrior 316 careta ker QUESTION 11 CHAPTER 10 Gallifreyan Time Watches Inc would like to create a print advertisement in Fortune Magazine In the ad the company would like to convey sophistication and that their watches are timeless and high end Which color should they use page 313 Brow n Black Red QUESTION 12 A magazine ad that divides the page into a grid of four equal parts using vertical and horizontal lines and shapes is called a Mondrian Grid True False QUESTION 13 The headline for an upcoming seminar for media relations professionals that reads Die Press Release Die is an example of a n headline Information Provocative Benefit Psychograp hic QUESTION 14 Production costs for a radio ad are the least expensive among electronic media True False QUESTION 15 Among layout styles the one that uses multiple illustrations and oversized type is known as picture window mondrian grid copy heavy circus QUESTION 16 An advertiser who requests artists to develop rough drawings for an ad that depict the scene and layout for the ad is asking for a Dummy Pasteup Casting Brief Thumbnail QUESTION 17 The height of a character referred to as size is measured in from the bottom of the descenders to the top of the ascenders Point s QUESTION 18 A web designer who is in the process of adding typography color and layout for a website is in the phase of website production Code Design Mainta in Learn QUESTION 19 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 True False QUESTION 20 Which one of the following is NOT one of the four colors used in the four color printing process to print in full color Cerule an Black Yellow Magen ta QUESTION 21 The advertisement for Canon we watched in class showed the many challenges an amateur photographer will go through to get the perfect shot This was an example of which type of advertising format slice of life lifestyle testimonial demonstra tion QUESTION 22 In a TV advertisement for Mastercard a woman holds her credit card up and kisses it This represents which element of the message verbal nonverb al technica l pictogra ph QUESTION 23 thinkers tend to fragment concepts into components and to analyze situations to discover the one best solution Converge nt Divergent Factbased Valuebased QUESTION 24 An art director who narrows the spaces between the letters in a headline to make it pop is using the process known as kerning True False QUESTION 25 The bottom of an advertisement for Perfect Homes reads Call 1 800 517 0317 or visit http www surefit com to receive a free


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