Advertising and Promotion BUS 322 TEST 3

The broadest classifications of magazine content are consumer magazines, business magazines, and ________ magazines.

Which guideline should be followed by companies when hiring translators for creating ads?

A ________ refers to the overall orderly arrangement of the formal elements of an ad.

Effective reach is the quality of the exposure. It measures the % of the who receive exposures to receive the message

Newspapers are currently the largest medium in the United States in terms of advertising dollars.

The writing for a radio advertisement has to be clearer than other kinds of copy.

For magazines and newspapers, ________ discounts are based on the total amount of space bought during a specific period.

What tool is used when writing a campaign that answers the questions who, what, where, when, and why?

How do production managers decide when each step of the work to produce an ad should be completed?

Which design layout guideline should be used when creating headlines for a print ad?

The rise of digital media has created less control of media spending in companies both large and small.

It is important for websites to provide readers with a way to respond. In other words, the site should be

In the creative brief________ statements are short-term emotional descriptions of an advertising strategy.

What advantage does newspaper advertising have over other media?

Secondary readership represents the number of people who buy the publication.

In ads, the interest step of the pyramid should correspond with the subhead and the first paragraph of body copy.

Which component of the message strategy accounts for the overall nature of the campaign’s graphics?

The desire step of the pyramid, the copywriter would want the consumers to picture themselves enjoying the product

Media planners refer to the duration of an advertising message or campaign over a given period of time as continuity.

media buying ___ often employs communications vehicles outside traditional media planning, such as public relations acti

When an advertiser has paid a run-of-paper (ROP) advertising rate to a newspaper, the advertisement

“Bet your current shoe can’t outkick this one.” Is What type of headline?

The advertising response curve indicates

What is a disadvantage of programmatic advertising?

________ measures the intensity of a media schedule, based on repeated exposures to the medium or the program.

Advertisers who want to reach an entire country would use a regional plan.

Media planners refer to the duration of an advertising message or campaign over a given period of time as continuity.

If a creative team prefers a value-based thinking style, it tends to produce ads that demonstrate logic.

Emotional appeals are directed at the consumer’s practical, functional need for the product.

The rise of digital media has created less control of media spending in companies both large and small.

Spillover media refers to

A dummy is an example of final art.

In the creative brief, the objective statement is a concise description of what the campaign is supposed to accomplish.

What characteristic identifies fact-based thinkers?

Body copy that incorporates figures of speech is using ________ copy style.

Advertisers who want to reach an entire country would use a regional plan.

When designing ads for use in other countries, the art director must be aware of local artistic preferences.

Spillover media refers to

________ thinkers are good at using their imagination to produce a flow of new ideas and synthesizing existing concepts

The advertising response curve indicates

media planner and prefers to define media objectives by the schedule’s message weight that is based on

A vertical publication is one that

the ________ evaluates the results of experimentation and decides which approach is most practical.

________ measures the intensity of a media schedule, based on repeated exposures to the medium or the program.

Marissa is part of the creative team. She is responsible for the words that are used in the ads

Most ads have little impact on the customer because they lack a “big idea.”

In 1984, the SAU system was introduced to standardize newspaper column width, page sizes, and ad sizes.

The preferred position near the top of a page or the top of a column next to reading matter is called a full position.

the 4Ps should be changed to the 4Cs which include consumer, cost, convenience, and

Charles is a media planner and prefers to define media objectives by the schedule’s message weight that is based on