QUESTION 1- Chapter 12QUESTION 2-Chapter 11In an advertisement, the ___________ carries readers from a headline to the body copy. (page 354 -356)QUESTION 3- CHAPter 12QUESTION 4 – chapter 10QUESTION 5- chapter 11QUESTION 6 – chapter 11QUESTION 7- chapter 11QUESTION 8 - chapter 10QUESTION 9 – chapter 10QUESTION 10 – chapter 10QUESTION 11 – chapter 10QUESTION 12QUESTION 13QUESTION 14QUESTION 15QUESTION 16QUESTION 17QUESTION 18QUESTION 19QUESTION 20QUESTION 21QUESTION 22QUESTION 23QUESTION 24QUESTION 25QUE S T I O N 1 - C H A P TE R 1 2In 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 FalseQUE S T I O N 2 - C H A P T E R 1 1In 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 now", "find out more" or "visit a store today". Call to actionAn additional smaller headline that can appear above the headline or below itsubheadThe boom factor in advertising refers to a creative strategy used to get the attention of a target audience with a message that resonates. boom factorGives them the opportunity to make the buying decision early trial closeQUE S T I O N 3 - C H A P TE R 1 2When 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 stageeditingPreproduction stage planning2nd phaseproductionEnd phase rendering and final outputQUE S T I O N 4 – C H A P T E R 1 0Before writing or producing an advertisement, the creative team produces a/an _________________ to guide the creative work.Page 321advertising 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 boomattention of a target audience with a message that resonates. factor.The creative teams guide for writing and producing the campaign (page 309) creative brief.QUE S T I O N 5 - C H A P TE R 1 1The Google Chrome ad we watched depicting a father-daughter relationship as the daughter goes to college would best be considered a ____________ commercialPage 361 – the oldest and simplest type of radio and TV commercial Straight AnnouncementPage 364 – commercials that dramatize real life situationsSlice of LifePage 365 – to present the user rather than the product, advertisers may use thisLifestylePage 362 – where a user tells how effective the product is and can be highly credible in both tv and radio advertising TestimonialQUE S T I O N 6 – C H A P T E R 1 1In the production of a print advertisment, a pasteup is in black and white. (page 342) True FalseQUE S T I O N 7 - C H A P TE R 1 1A headline for a magazine ad for the Guardian News proclaims in large bold type "EverythingIlluminated!" 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 impressionSequence – 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 elementsQUE S T I O N 8 - C H A P T E R 1 0"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)QUE S T I O N 9 – C H A P T E R 1 0 An ad may not be relevant to advertising strategy, but as long as it is entertaining, it will succeed. (page 308 – 3rd paragraph) True FalseQUE S T I O N 1 0 – C H AP T E R 1 0 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.directorPg 326explorerPg 316WarriorcaretakerQUE S T I O N 1 1 – C H AP T E R 1 0Gallifreyan 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)BrownBlackRedQUE S T I O N 1 2A 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 FalseinformationalQUE S T I O N 1 3The headline for an upcoming seminar for media relations professionals that reads, “Die Press Release Die!” is an example of a(n) ___________ headline Information ProvocativeBenefitPsychographicQUE S T I O N 1 4Production costs for a radio ad are the least expensive among electronic media. True FalseQUE S T I O N 1 5Among layout styles, the one that uses multiple illustrations and oversized type is known as ____________.picture windowmondrian gridcopy-heavycircusQUE S T I O N 1 6An advertiser who requests artists to develop rough drawings for an ad that depict the sceneand layout for the ad is asking for a:DummyPasteupCasting Brief ThumbnailQUE S T I O N 1 7The height of a character referred to as size is measured in _____ from the bottom of the descenders to the top of the ascenders.PointsQUE S T I O N 1 8A web designer who is in the process of adding typography, color, and layout for a website isin the ________ phase of website production.CodeDesignMaintainLearnQUE S T I O N 1 9A 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
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