Advertising Test 2

Front 1

The account planner must...

Back 1

a) Discern not just who buys specific brands, but why

b) be responsible for all research

c) understand the client the target audience

NOT: represent the client in the agency

Front 2

Basic considerations in undertaking market research include all except:

Back 2

Ensuring the creative team in represented on the resarch panel

CONSIDERATIONS INCLUDE:
1) Presenting findings in a clear, easily understood format that prompts action
2) Being sure to ask the right questions
3) Maintaining a consumer-behavior viewpoint
4) Applying appropriate research techniques and controls

Front 3

For advertising, a sociologists would NOT use which of the following research techniques?

Back 3

A values and lifestyle analysis

They would use...
1) cohort analysis
2) life-stage research
3) trend watching
4) social class and stratification

Front 4

If psychologists study drives, urges, wishes, or desires that initiate buying behavior, they are examining:

Back 4

Motivation

Front 5

The area psychologists study that focuses on changes in behavior influenced relative to external stimulus conditions such as different advertising mesages that occur over time is:

Back 5

Learning

Front 6

Concept testing usually happens during the stage of:

Back 6

Advertising strategy development

Front 7

What does SWOT stand for in a situation analysis?

Back 7

Strengths, Weaknesses, Opportunities, and Threats

Front 8

What are the four components of a Situation Analysis?

Back 8

Market, Product, Competition, and Consumer

Front 9

Which of the following is NOT a characteristic of focus group research?

Back 9

A quantitive research tool

CHARACTERISTICS INCLUDE:
1) Trained moderator leads a group, usually of prime prospects
2) Interviews last for up to two hours
3) Client can watch the interview from behind a one-way mirror
4) Groups can be videotaped for later review

Front 10

Which of the following methods is best suited for collecting emotional and experimental data?

Back 10

In- depth interview

Front 11

Based on the V8 video we saw in class, what's the problem with V8's initial copy?

Back 11

Too many concepts in the ad

Front 12

Which of the following is NOT a function of advertising research?

Back 12

NONE OF THE ABOVE

All a function of advertising research:
1) To help identify consumers
2) To pinpoint causes of possible problems
3) To monitor activities
4) To help communications development

Front 13

Day-after recall of an ad is a measurement of:

Back 13

Cognitive response

Front 14

According to in-class lectures, GM, a well-known brand, now has an image problem and needs to rebuild people's trust in the brand. Therefore, its current situation falls into a scenerio of:

Back 14

Low-Trial and High-Awareness

Front 15

According to the chinese lunar calender, the year 2010 is the year of...

Back 15

Tiger

Front 16

Target marketing means:

Back 16

Identifying and communicating with groups of prime prospects

Front 17

Key census information about the Hispanic population in the nation indicates:

Back 17

They are now this nation's "largest minority"

Front 18

According to the latest census information, the Asian market is:

Back 18

Wealthier, more affluent, and relatively untapped comparing to all other ethnic groups

Front 19

Characteristics that so-called "matures" share include all of the following except:

Back 19

Technology-savvy

THEY INCLUDE:
1) Value self-sacrifice
2) Use teamwork
3) Conform for the common good
4) Believe in the Puritan work ethic

Front 20

Called Gen Y, this group of individuals typically:

Back 20

1) Outspend all previous generations
2) Are tough to pigeon-hole
3) More radically diverse

(all of the above)

Front 21

Which of the following generations has political experience and cultural perspective that were shaped by the end of the cold war and the fall of the Berlin wall and is therefore characterized by their distrust in institutions and government?

Back 21

Gen X

Front 22

Which of the following is NOT a step in the market segmentation process?

Back 22

Identify a common theme that appeals to all market segments

THEY INCLUDE:
1) Communicate your positioning
2) Target a segment
3) Segment your market
4) Position your product for that segment

Front 23

According to the lecture, which of the following is critical to developing a great copy?

Back 23

Understanding consumers and what appeals to their brain and heart

Front 24

Which order to most ads follow?

Back 24

Promise benefit, spelling out of promise, amplification of story, proof of claim, and action to take

Front 25

In an ad the most appropriate place to spell out the promise is in the:

Back 25

Sub-headline

Front 26

When the Aveeno used "Discover a whole new way to relieve stress"as a headline, they were:

Back 26

Presenting a new benefit

Front 27

When Rolling Stone used, "Live fast, die a senior citizen" they were:

Back 27

invoking curiousity and being proactive

Front 28

If subway sandwiches continues to use Jared Fogle in their ads to promote healthy choices, which of the following are they depending on to help make their ads more effective?

Back 28

Testimonial

Front 29

An approach that deals with actually exists and focuses on what a product is, and how it is made, and what it does would be:

Back 29

Factual

Front 30

If your copy leads with a psychological appeal to love, hate, or fear, you are using the:

Back 30

emotional approach

Front 31

Nike's slogan, "Just do it", is an example of:

Back 31

an institutional slogan

Front 32

WHich of the following statements about creative strategy is true:

Back 32

1) Creativity is about taking calculated risks
2) Creativity is about creating a clear vision for the audience

NOT:
Creativity is about leaping from emotional selling proposition to unique selling proposition

Front 33

What are the two brands we used as examples of comparative advertising in class?

Back 33

Microsoft and Apple computer

Front 34

The repsonsibilities of a copywriter include:

Back 34

1) the ad concept
2) creation of the words

NOT:
1) Creation of visuals and layout for an ad

Front 35

A rendering in words, symbols, shapes, forms, or any combination thereof of an abstract answer to a perceived or need is:

Back 35

Executional idea

Front 36

Which of the following can be a source of inspiration for an idea:

Back 36

1) Where or how a product is made
2) History of the product
3) The packing
4) Gaining new ideas from a product's old advertising

Front 37

cupiō, cupere, cupiī/cupīvī, cupītus

Back 37

desire, long for, want

Front 38

Which of the following is NOT a basic means to attract attention to an ad?

Back 38

Using a subheadline

BASIC MEANS:
1) Using a visual alone
2) Using a headline alone
3) Using a combination of a visual and headline

Front 39

If layout artists talk about either an "C" or "Z" arrangement, they are discussing:

Back 39

Sequence

Front 40

An ad with informal balance has:

Back 40

Objects seemingly placed at random; yet, they are in relation to one another so the ad as a whole appears in balance.

It does NOT:
1) Symmetric design
2) Elements of equal weight, size, and shape on both sides of an imaginary vertical line drawn down the center of an ad
3) All elements but the logo are symmetrically balanced

Front 41

Reasons for using color include all of the following EXCEPT:

Back 41

Reasonable price

USING COLOR INCLUDE:
1) as an attention-grabbing device
2) to present some products realistically
3) its value in conveying pyschological messages
4) to highlight specific elements

Front 42

Which of the following would NOT be a basic area of the creative process:

Back 42

Cost of the medium

Basic areas of the creative process:
1) Medium or vehicle used
2) concepts
3) words
4) pictures

Front 43

Which of the following types of talents are required to be an art director?

Back 43

An imaginative person who conceives the visual ideas

Front 44

If you are ready to present a sample ad to your client, you need the creative team to provide you a:

Back 44

Comprehensive

Front 45

Which of the following sizes of visuals is the optimal illustration size to grab consumers' attention:

Back 45

Medium (1/4 - 3/4 of ad)

Front 46

Which of the following layout techniques make a print ad seem larger and more life-like?

Back 46

Bleed

Front 47

Which of the following is NOT a function of using white space in a print ad?

Back 47

Reduce costs

FUNCTIONS OF USING WHITE:
1) Separate different layout elements
2) Create contrast and focal points

Front 48

Assuming everything else being equal, which of the following visual patterns is the most demanding for viewers?

Back 48

Inverted C pattern

Front 49

Which of the following visual techniques refers to a combination of animations and real characters?

Back 49

Rotoscope

Front 50

Which of the following visual techniques has the fewest frames per second?

Back 50

Still photographs

Front 51

Tips for writing a TV spot include all of the following EXCEPT:

Back 51

Describe video on the right-hand side of the TV script

INCLUDE:
1)Using easy-to-pronounce, easy-to remember, simple words
2) Write copy in a friendly style
3) match words to visuals so they are cohesive
4) you have available 28 seconds of audio

Front 52

Which of the following shots can give a full background of the story?

Back 52

Long shot

Front 53

In which phase of production will the agency, client, and production-house personnel hold a meeting to discuss client expectations?

Back 53

Preproduction

Front 54

Combining sound with picture, inserting transitional effects, and adding title occurs in which phase of TV production?

Back 54

Postproduction

Front 55

For most production there are four steps, and the last step after the shoot is:

Back 55

Editing

Front 56

Using different chapters or a set of independent stories is called?

Back 56

Vignettes

Front 57

What is the major difference between a storyboard and a photoboard?

Back 57

A photoboard uses actual frames that were shot and is shared with local retailers

Front 58

Marketing concept:

Back 58

A mangement orientation that views the needs of consumers as primary to the success of a confirm

Front 59

Marketing segmentation:

Back 59

The division of an entire market of consumers into groups whose similarity makes them a market for products serving their special needs

Front 60

Situation analysis:

Back 60

The part of the advertising plan that answers the question: Where are we today and how did we get here? It deals with the past and present

Front 61

Product-use segmentation:

Back 61

Identifying consumers by the amount of product usage

Front 62

Lifestyle segmentation:

Back 62

Identifying consumers by combining several demographics and lifestyles

Front 63

Values and Lifestyle System:

Back 63

Developed by SRI international to cluster consumers according to several variables in order to predict consumer behavior

Front 64

Niche marketing:

Back 64

A combination of product and target market strategy. It is a flanking strategy that focuses on niches or comparatively narrow windows of opportunity within a broad product market or industry. Its gudiing principle is to pit your strength against their weakness.

Front 65

Positioning:

Back 65

Segmenting a market by creating a product to meet the needs of a select group or by using a distinctive advertising appeal to meet the needs of a specialized group, without making changes in the physical product.

Front 66

Market profile:

Back 66

A demographic and psychographic description of the people or the households of a product's market. Is may also include economic and retailing information about a territory

Front 67

Psychographics:

Back 67

A description of a market based on factors such as attitudes, opinions, interests, perceptions, and lifestyles of consumers comprising that market

Front 68

Target audience:

Back 68

That group that composes the present and potential prospects for a product or service.

Front 69

Account planner:

Back 69

An outgrowth of British agency structure in which a planner initiates and reviews research and participates in the creative process. In some agencies, the planner is considered a spokesperson, for the consumer.

Front 70

Family life cycle:

Back 70

Concept that demonstrates changing purchasing behavior as a person or a family matures

Front 71

Focus group:

Back 71

A qualitative research interviewing method using in-depth interviews with a group rather than with an individual

Front 72

Qualitative research:

Back 72

This involves finding out what people say they think or feel. It is usually exploratory or diagnostic in nature.

Front 73

Concept testing:

Back 73

The target audience evaluation of (alternative) creative strategy. Testing attempts to separate good and bad ideas and provide insight into factors motivating acceptance or rejection.

Front 74

Copy testing:

Back 74

Measuring the effectiveness of advertising

Front 75

Appeal:

Back 75

The motive to which an advertisement is directed; it is designed to stir a person toward a goal the advertiser has set

Front 76

Copy approach:

Back 76

The method of opening the text of an advertisement. The chief forms are the factual approach, the imaginative approach, and the emotional approach

Front 77

Comparative advertising:

Back 77

It directly contrasts an advertiser's product with other named or identified products

Front 78

Layout:

Back 78

A working drawing (may be computer developed) showing how an advertisement is to look. A printer's layout is a set of instructions acoompanying a peice of copy showing how it is to be set up. There are also rought layouts, finished layouts, and mechanical layouts, representing various degrees of finish.

Front 79

Comprehensive:

Back 79

A layout accurate in size, color, scheme, and other necessary details to show how a final advertisement will look; for presentation only, never for reproduction

Front 80

Pixel:

Back 80

The smallest element of a computer image that can be separately addressed. It is an individual picture element.

Front 81

Animation:

Back 81

Making inanimate objects appear alive and moving by setting them before an animation camera and filming one frame at a time

Front 82

Storyboard:

Back 82

Series of drawings used to present a proposed commercial. Consists of illustrations of key action, accompanied by the audio part. Used for getting advertiser approval and as a production guide.

Front 83

Opticals:

Back 83

Visual effects that are put on a TV film in a laboratory, in contrast to those that are included as part of the original photography.

Front 84

Outside producer:

Back 84

The production company person who is hired by the agency to create the commercial according to agency specifications

Front 85

Quantitive methods:

Back 85

-survey, experiment, content analysis

-demographic and rational data

Front 86

Qualitive methods:

Back 86

-Focus group, in-depth interview, ethnographic study

-Psychographic, emotional, and experimental data

Front 87

Concept testing:

Back 87

is a method to determine the best of a number of possible appeals to use in advertising; testing attempts to separate good and bad ideas and provide insight into factors motivating acceptance or rejection.

Front 88

Rough copy research:

Back 88

needed to determine if copy is effectively achieving message goals

Front 89

Finished copy research:

Back 89

done to evaluate how well production process has achieved communication and attitude effects

Front 90

Cognitive response criterion:

Back 90

Attention and awareness

Front 91

Affective response criterion:

Back 91

Attitudes and feelings

Front 92

Conative response criterion:

Back 92

Purchase intent and sales

Front 93

Art director:

Back 93

Responsible for the visual, layout, and graphics

Front 94

Copywriter:

Back 94

Creating the words and concepts for the ad

Front 95

Executional idea:

Back 95

rendering in words, symbols, shapes, forms, or any combination thereof of an abstract answer to a perceived desire or need.

Front 96

Institutional slogan:

Back 96

- A prestigious image for a company
- It appears on all company publications

Front 97

Hard-sell slogan:

Back 97

-It is made for campaigns
- It epitomizes a special or significant feature

Front 98

Bleed:

Back 98

Larger and more life-like

Front 99

Lack of white space:

Back 99

Too busy

Front 100

White space:

Back 100

Create and contrast focal points

Front 101

Visual path:

Back 101

Direct visual to headline, copy, and logo