Ad Mgmt. Exam 3

Front 1

Which members of the creative team is responsible for copy?

Back 1

Copywriters

Front 2

Who is responsible for the final look at a campaign?

Back 2

Creative director

Front 3

Which of the following is a dimension of a great ad?

Back 3

Audience impact

Front 4

The ____ refers to the creative team's guide for writing up an ad campaign

Back 4

Creative brief

Front 5

The _____ member of the team is responsible for the non written parts of the ad

Back 5

Art director

Front 6

In advertising, creatives refers to

Back 6

The people, copywriters, art directors, creative director

Front 7

In advertising, the ___ is determined by what the company wants to say and how they want to say it

Back 7

Message strategy

Front 8

A ____ refers to a simple written statement of the most important issues of a camaign

Back 8

Creative brief

Front 9

In terms of IMC, ___ involves combining 2 previously unconnected objects together

Back 9

Creativity

Front 10

Copy platform can be defined as

Back 10

Creative logic of a given campaign

Front 11

In the Moen ad, what was the main issue they faced?

Back 11

Not properly developing a copy platform

Front 12

One purpose of an ad layout is to

Back 12

Serve as the blueprint of an ad

Front 13

In a ___ an artist draws the ad to its actual size

Back 13

Rough layout

Front 14

Which is true of the design element of an ad with high recall

Back 14

Logo should be present and easy for the reader to find

Front 15

A very small rough rapidly produced image layout an artist uses to demonstrate what an ad can look like

Back 15

Thumbnail

Front 16

Print media is referred to as what kind of media

Back 16

Active media

Front 17

In terms of design principles, ___ is the area around the ad not occupied by other stuff

Back 17

White space

Front 18

Broadcast media is referred to as what kind of media?

Back 18

Passive media

Front 19

Which principles of the design is laid out by an artist

Back 19

Directional pattern so they know what sequence to read it in

Front 20

Which is used to provide continuity for ads and can be used across multiple campaigns

Back 20

Slogan

Front 21

Which is used to provide continuity for ads and can be used across multiple campaigns

Back 21

Slogan

Front 22

Which is a special design in a company's ad campaigns etc

Back 22

Logo

Front 23

The art director uses a script to produce a tv spot and show the client what the ad will look loke

Back 23

Storyboards

Front 24

Film strip or the stretches in a storyboard that stretched on the tape

Back 24

Animatics

Front 25

___ refers to the systematic process of the start of ad processes to the finished publication

Back 25

Print production

Front 26

For print media, production managers must translate the tough design into a black and white design. What is this part of the process called

Back 26

Mechanical

Front 27

The process of converting a script or storyboard into an ad is what kind of production

Back 27

Electronic production

Front 28

WhF is the least expensive electronic medium to produce and run ads on

Back 28

Radio

Front 29

What is the first step in the print production process?

Back 29

Pre production

Front 30

What is true of type faces for print ads

Back 30

Good type can create interest and attract readers

Front 31

What is the definition of typography

Back 31

Art of selecting and setting type

Front 32

In print production, ____ refers to ads that have color, type, etc that run to the edge of the page

Back 32

Bleed ads

Front 33

Which statement about magazine advertising is true

Back 33

Flexibility in readership and advertising

Front 34

Which of these is an advantage of magazine advertising

Back 34

Permenance gives readers time to look over an ad

Front 35

Which is a disadvantage of magazine advertising

Back 35

Lack of immediacy of newspapers or online

Front 36

In newspaper ads, ___ includes art, coupons, or other visual elements

Back 36

Display

Front 37

Which is true if an advertiser pays an ROP rate to a newspaper

Back 37

Paper will run an ad wherever it chooses

Front 38

The ___ refers to the circulation figure in which a magazine bases its ad costs

Back 38

Rate base

Front 39

One of the disadvantages of newspaper advertising is

Back 39

Bad reproduction quality

Front 40

The ___ date refers to the date advertising must be turned in by

Back 40

Closing date

Front 41

Advantage broadcast TV brings to its advertisers

Back 41

Mass coverage

Front 42

What is true about tv in IMC

Back 42

Television's high viability forces a brand to reinforce its strategic position

Front 43

What advantage is cable tv as an advertising medium

Back 43

Ability to offer specialized programming

Front 44

What's a disadvantage of network TV advertising

Back 44

Long lead times

Front 45

An advertiser ran an ad during the week at 9pm. What is this period of time called

Back 45

Primetime

Front 46

Percentage of homes that have more than 1 TV set on at a time is called

Back 46

HUT

Front 47

___ measures the total number of tv households in an area

Back 47

Ratings

Front 48

____ refers to the free ad time an advertiser had that was received from being undersold on ratings

Back 48

Make Goods

Front 49

What's true about radio as an ad medium

Back 49

It's a personal one on one medium

Front 50

What is the period of the heaviest radio usage called

Back 50

Drive time