Canadian Advertising in Action 10th Canadian Edition By Tuckwell - Test Bank

Canadian Advertising in Action 10th Canadian Edition By Tuckwell – Test Bank

 

Instant Download – Complete Test Bank With Answers

 

 

Sample Questions Are Posted Below

 

Chapter 6

 

1) In traditional print advertising, the central idea is conveyed primarily through

1. A) the body text
2. B) the size of the ad
3. C) the headline and visual illustrations
4. D) the art work
5. E) the choice of media

Answer: C

Diff: 1                     Type: MC        Page Ref: 153

Skill: Applied

 

2) The primary purpose of the headline is to

1. A) command the reader’s attention
2. B) tell what product is for sale
3. C) support the company’s brand
4. D) entertain the reader
5. E) educate the reader

Answer: A

Diff: 1                     Type: MC        Page Ref: 154

Skill: Applied

 

3) A headline for C-I-L Golfgreen lawn fertilizer reads “Instant Greenification.” This is an example of a

1. A) question headline
2. B) news headline
3. C) promise-of-benefit headline
4. D) curiosity headline
5. E) command headline

Answer: C

Diff: 2                     Type: MC        Page Ref: 154

Skill: Applied

 

4) Budweiser’s headline “Hockey will never be the same” is an example of a

1. A) news headline
2. B) curiosity headline
3. C) command headline
4. D) promise-of-benefit headline
5. E) question headline

Answer: B

Diff: 2                     Type: MC        Page Ref: 155

Skill: Applied

 

5) Visa’s headline, “Introducing the new generation of debt” is an example of a

1. A) curiosity headline
2. B) news headline
3. C) promise-of-benefit headline
4. D) subheadline
5. E) command headline

Answer: B

Diff: 2                     Type: MC        Page Ref: 155

Skill: Applied

 

6) The body copy is the part of the advertisement that

1. A) is the narrative style copy
2. B) is the proof of promise or product claim
3. C) is the final copy element of the advertisement
4. D) includes the 1-800 number
5. E) provides the balance for the advertisement

Answer: B

Diff: 2                     Type: MC        Page Ref: 157

Skill: Applied

 

7) The final copy element in a print ad is also known as

1. A) the signature
2. B) the reason why copy
3. C) the dialogue line
4. D) the narrative copy
5. E) the short copy

Answer: A

Diff: 2                     Type: MC        Page Ref: 158

Skill: Recall

 

8) Short copy is most appropriate for

1. A) narrative copy
2. B) endorsement advertising
3. C) image advertising
4. D) reason-why copy
5. E) testimonial advertising

Answer: C

Diff: 2                     Type: MC        Page Ref: 158

Skill: Applied

 

9) An approach in which body copy has a beginning, middle and an end is called

1. A) one line
2. B) bullet-point
3. C) a signature
4. D) story
5. E) a subhead

Answer: D

Diff: 2                     Type: MC        Page Ref: 157

Skill: Applied

 

10)  Nike’s “Just do it” is an example of

1. A) a headline
2. B) body copy
3. C) a subhead
4. D) a signature
5. E) short copy

Answer: D

Diff:3                    Type: MC        Page Ref: 158

Skill: Applied

 

11) One purpose of a signature is to

1. A) capture the reader’s attention
2. B) position the product in the customer’s mind
3. C) provide more information
4. D) keep body copy short
5. E) integrate the headline with the illustration

Answer: B

Diff: 2                  Type: MC        Page Ref: 158

Skill: Applied

 

12) The art director develops thumbnail sketches, which are

1. A) small, experimental drawings of design concepts
2. B) ads in which the background extends to the page edge
3. C) highly refined facsimiles of the finished ad
4. D) ads that are balanced from left to right
5. E) actual size drawings of an ad

Answer: A

Diff: 1                  Type: MC        Page Ref: 159

Skill: Recall

 

13) “Layout” refers to

1. A) the cost of producing an ad
2. B) thumbnail sketches
3. C) the illustration in an ad
4. D) the design and orderly formation of the various elements of an ad
5. E) longer production times

Answer: D

Diff: 2                  Type: MC        Page Ref: 159

Skill: Recall

 

14) Balance refers to

1. A) the use of left and right side
2. B) the use of black and white
3. C) the use of colour
4. D) the flow of the advertisement
5. E) the use of various media

Answer: A

Diff: 2                  Type: MC        Page Ref: 160

Skill: Recall

 

15) Flow refers to

1. A) the movement of the reader’s eye
2. B) the flow of white space
3. C) the rate of art work from the creative team
4. D) the time frame for the media campaign
5. E) the flow of product from the client

Answer: A

Diff: 1                  Type: MC        Page Ref: 160

Skill: Recall

 

16) Generally speaking, the use of colour in an ad

1. A) grabs attention
2. B) has no effect on readership
3. C) lowers product awareness
4. D) is too expensive for most budgets
5. E) distracts readers

Answer: A

Diff: 2                  Type: MC        Page Ref: 161

Skill: Applied

 

17) A bleed page in magazine advertising refers to when

1. A) the white space extends to the edge of the page
2. B) the coloured background extends to the edge of the page
3. C) the colour bleeds into white
4. D) the flow is affected by the colour
5. E) there is an error in printing

Answer: B

Diff: 1                  Type: MC        Page Ref: 162

Skill: Recall

 

18)   Spot colour attracts attention

1. A) only in a full-page ad
2. B) only for internet ads
3. C) require longer production time
4. D) in black and white mediums
5. E) when it bleeds

Answer: D

Diff: 3                  Type: MC        Page Ref: 161

Skill: Applied

 

19) White space is

1. A) the part of the advertisement that is not occupied by other elements
2. B) the margins around an advertisement
3. C) the area where the visual goes
4. D) part of a black and white advertisement
5. E) the area where the text goes

Answer: A

Diff: 2                  Type: MC        Page Ref: 161

Skill: Applied

 

20) In this type of layout, the copy dominates one side of the ad and the picture dominates the other

1. A) insert layout
2. B) horizontal split
3. C) vertical split
4. D) poster
5. E) multiple illustration

Answer: C

Diff: 2                  Type: MC        Page Ref: 164

Skill: Applied

 

21) The type of layout that is least likely to have a lot of illustrations is the

1. A) horizontal split
2. B) long copy
3. C) poster
4. D) insert
5. E) vertical split

Answer: B

Diff: 2                  Type: MC        Page Ref: 164

Skill: Applied

 

22) The type of layout that relies almost entirely on visual presentation is called the

1. A) horizontal split
2. B) poster
3. C) insert
4. D) vertical split
5. E) multiple illustration

Answer: B

Diff: 2                  Type: MC        Page Ref: 164

Skill: Applied

 

23) Insert layouts are commonly used to

1. A) emphasize the product or package
2. B) allow for long copy layouts
3. C) create picture-dominant ads
4. D) make the best use of white space
5. E) present rough ideas to a client

Answer: A

Diff: 3                  Type: MC        Page Ref: 164

Skill: Applied

 

24)  Copy is more convincing when

1. A) customers don’t understand what makes a well-designed ad
2. B) readers prefer newspapers more than the internet
3. C) the design of an ad has little effect on purchasing decisions
4. D) readers have a hard time recalling ads
5. E) it is written in short words and sentences

Answer: E

Diff: 3                  Type: MC        Page Ref: 165

Skill: Applied

 

25) Out-of-home advertising is the current term for

1. A) small home-based advertising agencies
2. B) point-of-purchase advertising
3. C) businesses run from home
4. D) small catalogues
5. E) outdoor posters, transit ads, outdoor digital displays and mural ads

Answer: E

Diff: 1                  Type: MC        Page Ref: 166

Skill: Recall

 

26) A research study conducted by Perception Research Services states that individuals who see an outdoor board are likely to be drawn to the name of the product. This has been measured at

1. A) 45%
2. B) 81%
3. C) 68%
4. D) 75%
5. E) 52%

Answer: D

Diff: 2                  Type: MC        Page Ref: 167

Skill: Recall

 

27) Simplicity is the key to good advertising. The key to good outdoor advertising is

1. A) multiple illustrations
2. B) lots of white space
3. C) telegraphic simplicity
4. D) photography
5. E) reason-why copy

Answer: C

Diff: 3                  Type: MC        Page Ref: 167

Skill: Applied

 

28) Successful ads select the right target, which means that

1. A) the ad focuses on the product name
2. B) the headline zeroes in on the main benefit of the product
3. C) there should be something in the ad that the reader can readily relate to
4. D) the copy should be written in the first person
5. E) the image should be attention-grabbing

Answer: C

Diff: 2                  Type: MC        Page Ref: 165

Skill: Applied

 

29) With interior transit advertising, the consumer has more time to read the advertisement, as the average commuting time in Canadian markets larger than 1 million people is

1. A) 18 minutes
2. B) 10 minutes
3. C) 28 minutes
4. D) 44 minutes
5. E) 35 minutes

Answer: D

Diff: 3                  Type: MC        Page Ref: 167

Skill: Recall

 

30) Exterior transit advertising reaches pedestrians and travellers in other vehicles, so the advertising must consist of

1. A) corporate advertising
2. B) a vertical split
3. C) bold type, punchy copy
4. D) black and white photography
5. E) a long copy

Answer: C

Diff: 2                  Type: MC        Page Ref: 167

Skill: Applied

 

31) Point-of-purchase advertising

1. A) promises a reward
2. B) presents the selling proposition logically
3. C) encourages impulse buying and last-minute choices
4. D) invites the reader into the scene
5. E) encourages comparison shopping

Answer: C

Diff: 2                  Type: MC        Page Ref: 168

Skill: Applied

 

32) When it comes to the point-of-purchase industry’s “four I’s”, identification means

1. A) the overall impression must be relevant to the customer
2. B) the display must generate immediate impact
3. C) the brand must be boldly displayed
4. D) the display must include a reason to buy
5. E) the display must encourage impulse buying

Answer: C

Diff: 2                  Type: MC        Page Ref:169

Skill: Applied

 

33) Direct-response communication

1. A) can only be used in print communications
2. B) doesn’t require specific objectives
3. C) is a one-on-one type of communication
4. D) is used mainly to influence last-minute choices between comparable brands
5. E) is called a personality announcement

Answer: C

Diff: 2                  Type: MC        Page Ref: 170

Skill: Applied

 

34) The most widely used form of direct-response advertising is

1. A) telemarketing
2. B) magazines and newspapers
3. C) direct mail
4. D) direct-response television
5. E) direct-response radio

Answer: C

Diff: 2                  Type: MC        Page Ref: 170

Skill: Recall

 

35) The sections of a television commercial are typically divided into

1. A) spaces of various size
2. B) an opening, a middle, and a closing
3. C) public and government networks
4. D) 6 sections
5. E) 15, 30 and 60 second sections

Answer: B

Diff: 2                  Type: MC        Page Ref: 170

Skill: Applied

 

36) A research study showed that 75% of all people who see an outdoor board are drawn to

1. A) the visual
2. B) the call to action
3. C) the size of the letters
4. D) the name of the product
5. E) the product packaging

Answer: D

Diff: 2                  Type: MC        Page Ref: 167

Skill: Recall

 

37) To ensure unity, a television commercial must

1. A) last 60 seconds
2. B) employ special effects
3. C) involve animation
4. D) integrate audio and video
5. E) flow logically

Answer: E

Diff: 2                  Type: MC        Page Ref: 173

Skill: Applied

 

38) In a TV commercial, the voiceover and action should be focused squarely on

1. A) the story board
2. B) any special effects
3. C) the audience
4. D) the call to action
5. E) the product

Answer: E

Diff: 3                  Type: MC        Page Ref: 173

Skill: Applied

 

39) The envelope in direct mail advertising must functions like

1. A) the middle in television commercials
2. B) the end section of television commercials
3. C) a story board
4. D) the copy of a print ad
5. E) the headline in print advertising

Answer: E

Diff: 3                  Type: MC        Page Ref: 170

Skill: Applied

 

40) Advertisers generally use existing or original music for a TV commercial to

1. A) ensure the ad is balanced
2. B) ensure the ad has unity
3. C) grab the viewer’s attention
4. D) help TV ads compete with radio
5. E) liven up a boring script

Answer: C

Diff: 2                  Type: MC        Page Ref: 173

Skill: Applied

 

41) Recently, the 15-second TV commercial has become more popular with advertisers because

1. A) today’s people have shorter attention spans
2. B) it saves money on media time
3. C) it’s easier to fit a message into 15 seconds
4. D) 15-second ads have more impact
5. E) 15-second ads are better-suited to special effects

Answer: B

Diff: 3                  Type: MC        Page Ref: 173

Skill: Applied

 

42) The style of TV ad that is most likely to show a product being associated with a particular lifestyle is

1. A) demonstration ad
2. B) slice of life ad
3. C) testimonial
4. D) celebrity endorsement
5. E) YouTube

Answer: B

Diff: 2                  Type: MC        Page Ref: 174

Skill: Applied

 

43) “Talking head” type commercials have proven to be a very effective technique in convincing customers of the merits of a product. This technique uses

1. A) testimonials
2. B) live action
3. C) musical commercials
4. D) demonstrations
5. E) animation

Answer: A

Diff: 2                  Type: MC        Page Ref: 174

Skill: Applied

 

44)  Testimonials in commercials can come from a variety of sources, including

1. A) celebrities
2. B) animated characters like the Pillsbury Doughboy
3. C) products
4. D) hit music
5. E) famous athletes

Answer: B

Diff: 2                  Type: MC        Page Ref: 174

Skill: Applied

 

45) The agency typically solicits estimates from commercial production companies who are interested in producing the commercial. This is the

1. A) 2nd of 5 separate stages
2. B) first of 5 separate stages
3. C) first of 4 separate stages
4. D) last of 4 separate stages
5. E) the 3^rd stage

Answer: C

Diff: 2                  Type: MC        Page Ref: 175

Skill: Applied

 

46) One of the factors that can add to the cost of producing a television commercial includes

1. A) media costs
2. B) additional storyboards
3. C) additional research
4. D) travel to distant locations
5. E) script rewrites

Answer: D

Diff: 2                  Type: MC        Page Ref: 175

Skill: Applied

 

47) The objective of a direct-response television commercial is to

1. A) catch a wider target audience
2. B) capture candid responses from the television studio audience
3. C) provide visuals that print ads can’t
4. D) create awareness
5. E) initiate immediate action from the customer

Answer: E

Diff: 2                  Type: MC        Page Ref: 176

Skill: Applied

 

48) To be successful, a direct-response commercial must incorporate

1. A) sound effects and fast action
2. B) a celebrity spokesperson
3. C) a strong offer
4. D) high-pressure tactics
5. E) brand names

Answer: C

Diff: 3                  Type: MC        Page Ref: 176

Skill: Applied

 

49) The post-production stage of the commercial involves

1. A) the analysis of the consumer reaction
2. B) the client’s reaction to the finished commercial
3. C) all other media
4. D) an analysis of the media costs
5. E) putting the commercial together

Answer: E

Diff: 2                  Type: MC        Page Ref: 175

Skill: Recall

 

50) Many practitioners suggest that during a 30-second radio commercial, the brand or company name should be mentioned this many times:

1. A) 6
2. B) 5
3. C) 2
4. D) 4
5. E) 3

Answer: E

Diff: 2                  Type: MC        Page Ref: 177

Skill: Recall

 

51) In the type of radio ad called a “personality announcement,” the advertiser gives up control of

1. A) when the ad is played
2. B) which product benefits are included in the ad
3. C) how often the ad is played
4. D) the commercial delivery
5. E) the advertising budget

Answer: D

Diff: 3                  Type: MC        Page Ref: 179

Skill: Applied

 

52) A radio script includes

1. A) conversation, sound effects and voice-over
2. B) conversation only
3. C) cost of production
4. D) name of the announcer
5. E) name of the actor reading the script

Answer: A

Diff: 3                  Type: MC        Page Ref: 178

Skill: Applied

 

53) Traditional media are considered static while the internet is considered

1. A) dynamic
2. B) static also
3. C) urgent
4. D) inert
5. E) focused

Answer: A

Diff: 2                  Type: MC        Page Ref: 179

Skill: Applied

 

54) In this type of radio commercial, the message simply states the facts:

1. A) real situation
2. B) slice of life
3. C) straight announcement
4. D) personality
5. E) musical

Answer: C

Diff: 1                  Type: MC        Page Ref: 179

Skill: Applied

 

55) The most common form of advertising on the internet is the

1. A) banner ad
2. B) navigation ad
3. C) animation ad
4. D) slice-of-life ad
5. E) feature ad

Answer: A

Diff: 1                  Type: MC        Page Ref: 179

Skill: Recall

 

56)   The style of banner ad appearing as a rectangular box or column down the side of a page is known as

1. A) column
2. B) straight announcement
3. C) rich media
4. D) skyscraper
5. E) window ad

Answer: D

Diff: 3                  Type: MC        Page Ref: 179

Skill: Applied

 

57) Rich media are ads that

1. A) are less costly
2. B) include animation, sound, video and interactivity
3. C) include colour photographs
4. D) have surround sound
5. E) use high definition

Answer: B

Diff: 3                  Type: MC        Page Ref: 180

Skill: Applied

 

58)  On the web, people sweep the text in a pattern roughly shaped like a(n)

1. A) box
2. B) rectangle
3. C) F
4. D) A
5. E) circle

Answer: C

Diff: 2                  Type: MC        Page Ref: 181

Skill: Applied

 

59) Viral marketing encourages the receiver of a message to

1. A) make an immediate response
2. B) purchase cold medication
3. C) send a reply back to the sender
4. D) pass the message along
5. E) make repeat visits to a company’s website

Answer: D

Diff: 2                  Type: MC        Page Ref: 182

Skill: Applied

 

60) Web design is a combination of design features and

1. A) emotional experiences
2. B) formal writing styles
3. C) the web browser
4. D) banner ads
5. E) traditional communications

Answer: A

Diff: 2                  Type: MC        Page Ref: 182

Skill: Recall

 

61) In print advertising, the central idea is primarily conveyed through the headline and visual illustration.

1. A) True
2. B) False

Answer: True

Diff: 2                  Type: TF         Page Ref: 153

Skill: Applied

 

62) According to David Ogilvy, ten times as many people read the headline of an ad compared to the body copy.

1. A) True
2. B) False

Answer: False

Diff: 2                  Type: TF         Page Ref: 154

Skill: Recall

 

63) Subheadlines are a mandatory component of a print ad.

1. A) True
2. B) False

Answer: False

Diff: 2                  Type: TF         Page Ref: 156

Skill: Applied

 

64) Words like “New!” or “Introducing” are often used in news headlines.

1. A) True
2. B) False

Answer: True

Diff: 2                  Type: TF         Page Ref: 155

Skill: Applied

 

65) Short copy is most appropriate for image advertising.

1. A) True
2. B) False

Answer: True

Diff: 2                  Type: TF         Page Ref: 158

Skill: Applied

 

66) A signature and a tagline are the same thing.

1. A) True
2. B) False

Answer: True

Diff: 3                  Type: TF         Page Ref: 158

Skill: Applied

 

67) Thumbnail sketches are drawn after the rough art has been approved.

1. A) True
2. B) False

Answer: False

Diff: 23                Type: TF         Page Ref: 159

Skill: Applied

 

68) Unity refers to the blending of all elements of an ad to create a complete impression.

1. A) True
2. B) False

Answer: True

Diff: 2                  Type: TF         Page Ref: 161

Skill: Applied

 

69) Colour has no impact on how many people read an ad.

1. A) True
2. B) False

Answer: False

Diff: 2                  Type: TF         Page Ref: 161

Skill: Applied

 

70) Few ads in magazines are bleeds.

1. A) True
2. B) False

Answer: False

Diff: 2                  Type: TF         Page Ref: 162

Skill: Recall

71) White space is the border of a bleed ad.

1. A) True
2. B) False

Answer: False

Diff: 2                  Type: TF         Page Ref: 161

Skill: Recall

 

72) Full-page ads receive more readership than fractional-page ads.

1. A) True
2. B) False

Answer: True

Diff: 2                  Type: TF         Page Ref: 162

Skill: Recall

 

73) The insert layout is a visual illustration.

1. A) True
2. B) False

Answer: True

Diff: 2                  Type: TF         Page Ref: 164

Skill: Recall

 

74) Out-of-home advertising is often seen as a complementary medium.

1. A) True
2. B) False

Answer: True

Diff: 2                  Type: TF         Page Ref: 167

Skill: Recall

 

75) A direct mail piece should include multiple pieces in the mailing.

1. A) True
2. B) False

Answer: True

Diff: 2                  Type: TF         Page Ref: 170

Skill: Applied

 

76) The Pine-Sol Television commercial in which the dog jumps off the kitchen table when his owners come home showed a good opening, middle and closing.

1. A) True
2. B) False

Answer: True

Diff: 2                  Type: TF         Page Ref: 171

Skill: Recall

 

77) Video advertising is not for traditional-style advertisers who use television.

1. A) True
2. B) False

Answer: False

Diff: 3                  Type: TF         Page Ref: 181

Skill: Applied

 

78) When it comes to television, a weak concept can be saved at the editing stage.

1. A) True
2. B) False

Answer: False

Diff: 3                  Type: TF         Page Ref: 175

Skill: Applied

 

79)  Copy and illustrations for interior transit advertising can be detailed.

1. A) True
2. B) False

Answer: True

Diff: 2                  Type: TF         Page Ref: 167

Skill: Applied

 

80) The most critical decision for a radio commercial is casting the voice-over.

1. A) True
2. B) False

Answer: True

Diff: 2                  Type: TF         Page Ref: 177

Skill: Applied

 

81) Shelf-talkers, ad pads and floor ads are all examples of point-of-purchase advertising.

1. A) True
2. B) False

Answer: True

Diff: 2                  Type: TF         Page Ref: 169

Skill: Applied

 

82) In a television commercial, the middle section’s purpose is to grab the viewer’s attention and introduce the key benefit.

1. A) True
2. B) False

Answer: False

Diff: 2                  Type: TF         Page Ref: 170

Skill: Applied

 

83) In television, 30-second spots outperform 60-second spots.

1. A) True
2. B) False

Answer: False

Diff: 2                  Type: TF         Page Ref: 173

Skill: Applied

 

84) The famous Slap Chop and Graty commercial featuring Vince is an example of direct-response television advertising.

1. A) True
2. B) False

Answer: True

Diff: 2                  Type: TF         Page Ref: 176

Skill: Applied

 

85) Advertisers perceive video advertising to be similar to television commercials.

1. A) True
2. B) False

Answer: True

Diff: 2                  Type: TF         Page Ref: 181

Skill: Recall

 

86) What is the purpose of a headline in print advertising?

Answer:

The primary purpose of the headline is to command the reader’s attention. There are several types of headlines, each with a different function.  The promise-of-benefit headline makes an immediate promise to the reader. The curiosity headline stimulates the reader to seek more information. News headlines express a sense of urgency or announce something new.  Command headlines politely ask the reader to do something.

Diff: 2  Type: ES         Page Ref: 154

Skill: Recall

 

87) Why is the length of body copy a key issue, and is long copy “dead”?

Answer:

One of the key issues in print advertising is the length of the body copy. If an ad has a long body copy, there must be a compelling reason to read it. In the age of the multi-tasking consumer, time is a precious commodity; thus, a rule of thumb might be to include only body copy that is absolutely essential. But long copy isn’t dead—it has moved to the internet. The purpose of many ads today is to drive people to a website where people can read and view content to their heart’s content. The objective of the print ad is simply to get them there.

Diff: 3                  Type: ES         Page Ref: 157

Skill: Applied

 

88) What is the purpose of the signature, the final copy element in a print advertisement?

Answer:

The signature, also called a tagline, can include a company or product logo and a brand or company slogan. The purpose of the signature is to summarize the concept or central theme of the advertisement and to position the product in the customer’s mind. The logo and slogan can reinforce a key benefit or reinforce a company position that applies to several products. The signature also helps to position the product in the customer’s mind. In addition, the signature provides continuity from one advertisement to another.

Diff: 2                  Type: ES         Page Ref: 158

Skill: Applied

 

89) What are thumbnail sketches and how are they used by an art director?

Answer:

Thumbnail sketches are small, experimental drawings of various ideas and design concepts. Their purpose is to identify preliminary ads that can be used as a basis for more extensive design development. The art director experiments with thumbnail sketches until he/she develops the right design. Once the right thumbnail is accepted, the art director may choose to create the rough art—the ad in actual size with all ad elements in place.

Diff: 2                  Type: ES         Page Ref: 159

Skill: Applied

 

90) Why would an artist choose to use a black and white drawing in a magazine, when many of the other ads in the magazine are using colour photographs?

Answer:

In the case of magazines, logic suggests that colour photography be used, but if so the end product will, of course, be similar to numerous other ads in the same publication. An artist’s drawing—something as simple as a black-and-white drawing—may command a higher level of attention through contrast. Reverse printing with white letters on a black background can attract more attention.  Also, black and white photos, line drawings or spot colour, can stand out in a colour medium.

Diff: 2                  Type: ES         Page Ref: 161

Skill: Applied

 

91) Explain why the movement of a reader’s eye is important to advertisers and what “flow” means.

Answer:

Flow refers to the movement of a reader’s eye, from left to right and from top to bottom, when exposed to a print advertisement. When some people scan an advertisement, their eyes move diagonally, from upper left to lower right. Others follow a “Z” pattern, with eyes moving left to right across the top, then diagonally, from upper right to lower left, and then across the lower portion of the page to the right corner. Such reading patterns suggest the ideal locations for various elements of a print ad.  For instance, headlines often appear at the top to attract attention while signatures appear at the bottom to encourage action.

Diff: 2                  Type: ES         Page Ref: 160

Skill: Applied

 

92) What is white space and why should its use be considered?

Answer:

White space is the part of the advertisement that is not occupied by other elements. Margins, for example, are considered white space. The careful use of white space can be an effective means of providing contrast and of focusing attention on an isolated element such as a shot of the product. White space is also a  means of achieving an uncluttered appearance.

Diff: 2                  Type: ES         Page Ref: 160

Skill: Applied

 

93) Explain what is meant by “Successful ads must have visual magnetism.”

Answer:

An ad should be constructed so that a single component dominates the area—a picture, a headline, or text. The more pertinent the picture, the more arresting the headline, the more informative the copy, the better the ad will be.

Diff: 1                  Type: ES         Page Ref: 164

Skill: Recall

 

94) What is out-of-home advertising and how is it best used as an advertising vehicle?

Answer:

Out-of-home advertising is the term for advertising in formats such as outdoor posters, transit ads, outdoor digital displays, and mural ads. These formats usually function as supplemental media and seem to work best when introducing new products, building awareness, or adding reach to a campaign.

Diff: 2                  Type: ES         Page Ref: 166

Skill: Recall

 

95) Explain direct-response communications and name the more common types.

Answer:

Direct refers to a marketing situation where there is a one-on-one link between the advertiser and customer through a phone call, letter, email, or print, radio, or television ad. A response opportunity is provided for the customer through a toll-free telephone number, reply card, or website address. Direct-response advertising aims to solicit a call for action quickly, either in the form of a purchase or as a request for further information. The more common types include direct-response print advertising in particular, direct mail, and direct-response television.

Diff: 2                  Type: ES         Page Ref: 170

Skill: Applied

 

96) Explain the key roles of the beginning, middle and closing of a television commercial. Use the Pine-Sol “Dog Tired” commercial to illustrate your example.

Answer:

There are three distinct sections to a television commercial, the opening, middle, and closing. The opening must grab the viewer’s attention and introduce the key benefit. The middle elaborates on the key benefits. The closing usually focuses on the brand’s signature. In Dog Tired, the viewer’s attention is grabbed by a dog lying on a kitchen table.  In the middle, the key benefits are made with the words: Pine-Sol cleans the dirt you see and the dirt you don’t see. The closing shows the signature, “The Thorough Clean.”

Diff: 2                  Type: ES         Page Ref: 170

Skill: Recall

 

97) Explain the slice of life style of television commercial and provide an example.

Answer:

The slice of life option usually introduces a problem situation that is remedied by using the product (i.e., the product comes to the rescue of the person in the commercial). If not a problem situation, this type of ad simply shows people enjoying the product. For example, beer commercials often show 20-somethings enjoying a certain brand of beer—at the beach, the cottage, etc. The product is associated with a particular lifestyle.

Diff: 2                  Type: ES         Page Ref: 174

Skill: Applied

 

98) Should companies be concerned when consumer-generated ads, such as a YouTube commercial, are not of professional quality? Why or why not?

Answer:

Anyone can produce a commercial and post it on YouTube. Typically, the quality of these commercials is of a lower standard, but sometimes it is perceived as the real thing. YouTube viewers aren’t looking for professional commercials—they want to be entertained. If a commercial is too slick, the advertiser loses credibility. Advertisers are using consumer-made commercials to generate buzz for their brands.

Diff: 2                  Type: ES         Page Ref: 175

Skill: Applied

 

99) Regarding television commercials, what happens at the pre-production stage?

Answer:

A meeting is held with representatives of the production house, the agency (i.e., the creative team), and the client. The storyboard and script are reviewed, and final decisions and arrangements are made. Prominent areas of discussion are casting, the use of secondary suppliers (e.g., music specialists, editors, and mixers), and finding appropriate props, costumes, and film locations. Agreement of all parties is essential.

Diff: 3                  Type: ES         Page Ref: 175

Skill: Recall

 

100) Describe a banner ad.

Answer:

The most common form of advertising on the internet is the banner ad. The banner ad stretches across the screen in a narrow band or appears in another shape such as a rectangle or column down the side of the webpage. The content of the ad is minimal. Its purpose is to stir interest so that the viewer clicks on the ad for more information. Once the ad is clicked the viewer sees the ad in its entirety or accesses additional information from the advertiser’s home page.

Diff: 2                  Type: ES         Page Ref: 179

Skill: Applied

 

101) When it comes to video advertising, why should you “choose short over long”?

Answer:

Video advertising refers to video online. Advertisers view video advertising online as similar to television commercials. The online environment moves quickly, and a reworked 30-second TV ad will not appeal to internet surfers. One study found that most viewers would prefer shorter video ads, and that more 15-second ads are viewed in full than are 30-second ads.

Diff: 2                  Type: ES         Page Ref: 181

Skill: Applied

 

102) Describe three types of body copy commonly used in print advertising.

Answer:

Body copy is the informative or persuasive prose that elaborates on the central theme of the advertisement.  Body copy substantiates the proof of promise or product claims. It also integrates the headline with the illustration. Body copy plays a key role in differentiating one brand from another and can present multiple features and benefits of a product. “Story” involves a beginning, middle and end. The beginning establishes the big idea, the middle gives reasons to buy the product, and the end offers a call to action. “Bullet point” highlights key benefits quickly. Benefits are listed in priority. This saves the reader time.  “One line” includes a headline and visual illustration. Essentially, there is no body copy in this approach.

 

Diff: 2                  Type: ES         Page Ref: 157

Skill: Applied

 

103) Should you limit the use of graphics on a webpage? Why or why not?

Answer:

You should limit the use of graphics on a webpage. People like to navigate a site quickly. Too many full-page graphics take time to download and slow the navigation process considerably. Images must support key selling points, so they should be used wisely.

Diff: 2                  Type: ES         Page Ref: 182

Skill: Applied

 

104) Explain the relationship between the size of a newspaper advertisement and its ability to draw reader attention.

Answer:

The decision to use a full page, a double-page spread, or a fractional page has an impact on how effectively an advertisement draws readers. Sometimes small ads can achieve the same results as larger ones, saving the advertiser money for media buy. Generally, the larger the ad, the more readership.

Diff: 2                  Type: ES         Page Ref: 162

Skill: Applied

 

105) Explain how colour and contrast can be used in design to be an effective attention-grabber.

Answer:

In a black-and-white medium, reverse printing or spot colour can attract more attention. In a colour medium where photography prevails, black-and-white photos, line drawings, or spot colour can distinguish one ad from another. Colour or contrast in colour and style effectively grabs attention.

Diff: 2                  Type: ES         Page Ref: 161

Skill: Applied

 

106) Does purchase value of a product have a bearing on copy length? Explain.

Answer:

Purchase value has a bearing on copy length. The higher the cost of the product

or service, the more likely that the consumer will use advertising as a source of

information, and thus more copy may be necessary.

Diff: 1                  Type: ES         Page Ref: 158

Skill: Applied

 

107) What makes good copy and layout? Discuss some tried and true tips discussed in this chapter.

Answer:

Tips discussed in the chapter include focusing on the more critical elements; visual magnetism; selecting the right target; promising a reward; backing up the promise; and talking person-to-person. The Advertising in Action vignette, “Words versus Images” discusses how copy and design elements can work in effective advertising.

Diff: 3                  Type: ES         Page Ref: 164

Skill: Applied

 

108) “If simplicity is a key to good advertising, then telegraphic simplicity is the key to

good outdoor advertising.” Explain what this means and how you could achieve telegraphic simplicity.

Answer:

When it comes to outdoor advertising, people may drive by a street poster at 60 km per hour or rapidly walk by it, arms loaded with packages. There is not a lot of time for the ad to communicate. The ad must use techniques to effectively communicate the brand’s primary benefit. To be telegraphic, use no more than nine words (some experts say six). Include only essential components (e.g., headline and visual illustration or visual illustration and tagline).

Diff:2                    Type: ES         Page Ref: 167

Skill: Applied

 

109) Recommend some copy and design considerations when producing a direct mail piece.

Answer:

Direct mail is the most widely used form of direct response advertising. Some copy and design recommendations are: (1) get the reader’s attention with relevant copy or design that gets the mail opened; (2) personalize the mailing—it is a targeted media that relies on database marketing for success; (3) include a complete presentation to grab attention, stimulate interest, provide proof of the promise, handle objections, and close the sale; and (4) include multiple pieces in the mailing that will work together to communicate the same message.

Diff: 2                  Type: ES         Page Ref: 170

Skill: Applied

 

110) What are some of the creative considerations in developing a successful radio commercial?

Answer:

Radio commercials face the challenge of grabbing the listener’s attention since people tend to tune out quickly and are typically listening to the radio while they are doing something else, To meet the challenge, the ad must be catchy and memorable. Radio ads should mention the advertiser’s name often (at least 3 times in a 30 second commercial); be conversational with short sentences and words; express one central idea; use sound effects to create a visual image; and have a positive, cheerful and upbeat tone.

Diff: 2                  Type: ES         Page Ref: 177

Skill: Applied