Test Bank For M Advertising 3rd Edition By William Arens

Test Bank For M Advertising 3rd Edition By William Arens

Chapter 09
Test Bank
1. Once the best ad design is chosen, the layout serves as a blueprint. TRUE
AACSB: Analytic Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 09-01 Describe the factors involved in creating print ads. Topic: Factors Involved in Creating Print Ads
Feedback: Once the best design is chosen, the layout serves as a blueprint, which shows the size and placement of each element.

2. The visual in an advertisement should identify the brand and capture the reader’s attention. TRUE
AACSB: Analytic Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 09-01 Describe the factors involved in creating print ads. Topic: Factors Involved in Creating Print Ads
Feedback: Visuals in an ad should capture the reader’s attention, identify the brand, and show the product actually being used

. 3. A dummy is a rough, rapidly produced pencil sketch that is used for trying out ideas. FALSE
AACSB: Analytic Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 09-01 Describe the factors involved in creating print ads. Topic: Factors Involved in Creating Print Ads
Feedback: A dummy is a three-dimensional, handmade layout of a brochure or other multipage advertising piece put together, page for page, just as the finished product will eventually appear.

4. The comprehensive layout, or comp, is a highly refined facsimile of the finished ad. TRUE
AACSB: Analytic Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 09-01 Describe the factors involved in creating print ads. Topic: Factors Involved in Creating Print Ads
Feedback: The comprehensive layout, or comp, is a highly refined facsimile of the finished ad. A comp is generally quite elaborate, with colored photos, the final type styles and sizes, subvisuals, and a glossy spray coat.

5. Another name for the poster-style format is the storyboard layout. FALSE
AACSB: Analytic Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 09-01 Describe the factors involved in creating print ads. Topic: Factors Involved in Creating Print Ads
Feedback: Another name for the poster-style format is the picture window layout and the Ayer No. 1.

6. Research shows that readership increases considerably if an ad contains more than 50 words. FALSE
AACSB: Analytic Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 09-01 Describe the factors involved in creating print ads. Topic: Factors Involved in Creating Print Ads
Feedback: Research shows that readership can drop if ads contain more than 50 words.

7. The kind of picture to be used in an ad is often determined during the conceptualization process. TRUE
AACSB: Analytic Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 09-01 Describe the factors involved in creating print ads. Topic: Factors Involved in Creating Print Ads
Feedback: The kind of picture used is often determined during the conceptualization process.

8. Ideally, headlines communicate the complete selling idea and engage the reader quickly. TRUE
AACSB: Analytic Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 09-02 List the types of copy and explain how great copy is created in print ads. Topic: Factors Involved in Creating Print Ads
Feedback: Ideally, headlines communicate the complete selling idea. Headlines should engage the reader—fast—and give a reason to read the rest of the ad. If the headline lacks immediacy, prospects move on and pass the ad’s message by.

9. Many experts believe that headlines with 10 words or more gain greater readership, which explains why most headlines average 12 words in length. FALSE
AACSB: Analytic Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 09-02 List the types of copy and explain how great copy is created in print ads. Topic: Factors Involved in Creating Print Ads
Feedback: Many experts believe that headlines with 10 words or less gain greater readership.

10. The headline for Gore-Tex® Fabrics reads, “Keeps you warm and dry regardless of what falls out of the sky.” The headline is best described as a benefit headline. TRUE
AACSB: Reflective Thinking Accessibility: Keyboard Navigation Blooms: Apply Difficulty: 2 Medium Learning Objective: 09-02 List the types of copy and explain how great copy is created in print ads. Topic: Factors Involved in Creating Print Ads
Feedback: Benefit headlines promise the audience that experiencing the utility of the good or service will be rewarding.Author: William Arens, Michael Weigold