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Multiple Choice Quiz
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1
Band-Aid has just introduced a new liquid bandage, which creates an invisible seal that stays on better than conventional bandages. An ad promoting this new product would most likely use a(n) _____ appeal.
A)product/service popularity
B)informational
C)transactional
D)emotional integration
E)humorous
2
An ad promoting South Carolina to tourists shows the stereotypical family having fun together playing on the beach. Because the purpose of the ad is to make consumers believe a trip to South Carolina would create the same feelings of joy for their families, the ad is an example of a(n) _____ ad.
A)transformational
B)reminder
C)need-satisfying
D)outcome integration
E)teaser
3
An ad for diamonds shows two pairs of diamond earrings on a black background. In white print at the bottom of the ad is printed, "A diamond is forever." This ad is an example of _____ advertising.
A)transformational
B)reminder
C)curiosity
D)informational/rational
E)teaser
4
A print ad for Quaker Oats explains how oatmeal rids the body of excess cholesterol. Which of the following execution methods for delivering this promotional message was used in this ad?
A)Testimonial
B)Comparison
C)Slice of life
D)Scientific/technical evidence
E)Demonstration
5
A print ad promoting tourism in South Carolina has a(n) _____ at the top of the page that reads, "First one to take a nap is a rotten egg!"
A)direct headline
B)integrated body copy
C)indirect headline
D)teaser appeal
E)storyboard effect
6
Subheads:
A)are typically printed in a typeface that is larger than that used with the headline.
B)are used to enhance the readability of the message by highlighting key sales points.
C)always appear below the headline.
D)are typically perceived as a vehicle for the company's advertising slogan.
E)are the words in the leading position of the ad - the words that will be read first or are positioned to draw the most attention.
7
One of the first decisions that has to be made in planning a TV commercial is:
A)the type of execution and appeal that will be used.
B)whether to use a voice-over with the ad.
C)which media to use.
D)the development of the storyboard.
E)writing the script.
8
The storyboard for a TV commercial most closely relates to the _____ used in print advertising.
A)body copy
B)subheadings
C)indirect headline
D)layout
E)media vehicle
9
What is an animatic?
A)The audio portion of an ad.
B)Generic music used to set an ad mood.
C)A script that has received final approval from the advertiser.
D)A written version of the commercial.
E)A videotape of the storyboard along with soundtrack.
10
Which of the following statements is true about client evaluation and approval of creative work?
A)It is relatively easy for a client to evaluate a storyboard or a print layout.
B)The evaluation process must determine if the creative approach is appropriate for the client's target audience.
C)Only in small organizations will you find top management being involved in any part of the advertising evaluative process.
D)The evaluation of creative work is usually one of the easiest and least stressful parts of the advertising creation process.
E)The number of people the client wants to evaluate the creative work of agency is typically no more than three.





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