Ch 19 - 20 Review No 1

Question 1

A return of 10 percent for printed direct mail is usually considered excellent

Accepted Answer

True

Question 2

In business a well designed signature gets instant recognition

Accepted Answer

True

Question 3

Advertising demonstrates the features and benefits of a product or service

Accepted Answer

True

Question 4

What is the purpose of the illustration in an ad?

Accepted Answer

encourage the customer to make a purchase

Question 5

Within a specific geographical area, newspapers appeal to a greater number of people than magazines do.

Accepted Answer

True

Question 6

According to many advertising and sales experts, copy is the most important part of a print ad

Accepted Answer

False

Question 7

What is one of the most important considerations in direct mail advertising?

Accepted Answer

accuracy of the mailing list

Question 8

Some people in an ad agency study demographic data. In which department do they work?

Accepted Answer

research services

Question 9

Ad has woman dressed in Revolutionary War clothing cooking over open fire - History Repeats Itself, 9-5 Daily. This is:

Accepted Answer

familiar saying with a twist

Question 10

A car ad says “To get your business, I’ll come get you.” This is an example of the use of alliteration

Accepted Answer

False

Question 11

The purpose of a headline is to draw potential customers into reading the ad’s copy.

Accepted Answer

True

Question 12

A virtual advertising agency provides Web site development but does not provide advertising copywriting

Accepted Answer

False

Question 13

In ads, what are lines of force?

Accepted Answer

illustration site lines that lead the reader to the copy

Question 14

What is one characteristic of advertising is that it always:

Accepted Answer

identifies the name of the business that paid for it

Question 15

What part of the print ad is used to identify the company that is advertising in the ad?

Accepted Answer

signature

Questions 15