MKG 420 Final Exam With
Complete Solution
Which of the following members of a creative team is responsible for
developing the copy spoken by an imaginary persona? - ANSWER The
copywriter
The _____, a member of the creative team, is responsible for the nonverbal
aspect of the message, the design, which determines the visual look and
intuitive feel. - ANSWER Art Director
In advertising, creatives refer to: - ANSWER The people (copywriter, ad
director, and creative director) who work in the creative department
Which of the following is a dimension of a great advertisement? - ANSWER
Audience Impact
Which of the following appeals will a marketer use to target a consumer's
safety needs? - ANSWER Durability
Which of the following appeals will a marketer use to target a consumer's
self-actualization needs? - ANSWER Efficiency in operation or use
In the creative brief used by Leo Burnett, a(n) _____ refers to a specific,
concise description of what the campaign is supposed to accomplish or what
problem it is supposed to solve. - ANSWER Objective statement
Which of the following is a function of the verbal component of a message
strategy? - ANSWER It contains guidelines for what the messages should say
,Which of the following is true of the nonverbal component of a message
strategy? - ANSWER It describes the relationship of the graphics to the media
in which the message will appear
The _____ component of a message strategy includes budgets, scheduling
limitations, and mandatories. - ANSWER Technical
Which of the following colors conveys sophistication and high-end
merchandise, and is used to stimulate the purchase of expensive products? -
ANSWER Black
_____ thinkers make decisions based on intuition and ethical judgments. They
are better able to embrace change, conflict, and paradox. - ANSWER
Value-based
In IMC, the ______ refer(s) to the step-by-step procedure used to discover
original ideas and reorganize existing concepts in new ways. - ANSWER
Creative Process
_____ refers to a process in which two or more people get together to
generate new ideas - ANSWER Brainstorming
In terms of the Artist's role, creating a mental picture of a message is known
as _____. - ANSWER Visualization
In terms of the Artist's role, a _____ refers to a bold, creative initiative that
builds on a strategy, joins the product benefit with consumer desire in a
fresh, involving way, brings the subject to life, and makes the audience stop,
look, and listen. - ANSWER Big Idea
_____ may occur when people in an agency start "thinking like the client,"
especially if the client is a fact-based thinker. - ANSWER Creative Blocking
,In the _____ step of the creative pyramid, the copywriter encourages
prospects to picture themselves enjoying the benefits of the product or
service. - ANSWER Desire
The purpose of the final step of the creative pyramid, ____, is to motivate
people to do something—send in a coupon, visit a Web site, visit the
store—or at least to agree with the advertiser. - ANSWER Action
In the creative process, the _____ purpose is to produce good ideas, not to
revel in criticism. - ANSWER Judge's
A _____ refers to an overall orderly arrangement of all the format elements of
an ad. - ANSWER Layout
After developing the initial concepts and layouts for an ad, the primary
responsibility of art directors is to: - ANSWER Supervise the ad's progress to
completion
A(n) _____ is responsible for assembling the various elements of an ad and
mechanically putting them together the way the art director indicates. -
ANSWER Production Artist
In a _____, the artist draws to the actual size of the ad in which headlines and
subheads suggest the final type style - ANSWER Rough Layout
Which of the following is true of mechanicals? - ANSWER They are referred
to as camera-ready art by printers
In print ads, which of the following subjects is appropriate for automobile
ads? - ANSWER Product Features
In an ad, a _____ consists of words that are read first and contains the largest
type on the page. - ANSWER Headline
, Which of the following is true of benefit headlines? - ANSWER They shouuld
be simple statements of the most in
A _____ headline orders or requests the reader to do something, so it might
seem negative. But readers pay attention to such headlines - ANSWER
Command
To write effective copy, a copywriter must: - ANSWER Use vivid language
with verbs and adverbs
In a print ad, the _____ is a link between the headline and the sales ideas
presented in the text. - ANSWER Lead-in paragraph
The bottom of an advertisement for Perfect Homes reads, "Call
1-800-517-0317 to receive a free catalog." In terms of the format elements
used to construct long copy, this is an example of a(n): - ANSWER Close
Slogans, also known as _____, begin as successful headlines and become
standard statements through continuous use. - ANSWER Taglines
Which of the following provides an independent, valued endorsement for an
advertiser's product because the organization awarding it is a recognized
authority? - ANSWER Seal
Which of the following about developing copy for radio advertising holds
true? - ANSWER It is challenging, yet essential to make the radio copy script
fit the time slot
To be effective, television commercials should: - ANSWER Concentrate on the
Complete Solution
Which of the following members of a creative team is responsible for
developing the copy spoken by an imaginary persona? - ANSWER The
copywriter
The _____, a member of the creative team, is responsible for the nonverbal
aspect of the message, the design, which determines the visual look and
intuitive feel. - ANSWER Art Director
In advertising, creatives refer to: - ANSWER The people (copywriter, ad
director, and creative director) who work in the creative department
Which of the following is a dimension of a great advertisement? - ANSWER
Audience Impact
Which of the following appeals will a marketer use to target a consumer's
safety needs? - ANSWER Durability
Which of the following appeals will a marketer use to target a consumer's
self-actualization needs? - ANSWER Efficiency in operation or use
In the creative brief used by Leo Burnett, a(n) _____ refers to a specific,
concise description of what the campaign is supposed to accomplish or what
problem it is supposed to solve. - ANSWER Objective statement
Which of the following is a function of the verbal component of a message
strategy? - ANSWER It contains guidelines for what the messages should say
,Which of the following is true of the nonverbal component of a message
strategy? - ANSWER It describes the relationship of the graphics to the media
in which the message will appear
The _____ component of a message strategy includes budgets, scheduling
limitations, and mandatories. - ANSWER Technical
Which of the following colors conveys sophistication and high-end
merchandise, and is used to stimulate the purchase of expensive products? -
ANSWER Black
_____ thinkers make decisions based on intuition and ethical judgments. They
are better able to embrace change, conflict, and paradox. - ANSWER
Value-based
In IMC, the ______ refer(s) to the step-by-step procedure used to discover
original ideas and reorganize existing concepts in new ways. - ANSWER
Creative Process
_____ refers to a process in which two or more people get together to
generate new ideas - ANSWER Brainstorming
In terms of the Artist's role, creating a mental picture of a message is known
as _____. - ANSWER Visualization
In terms of the Artist's role, a _____ refers to a bold, creative initiative that
builds on a strategy, joins the product benefit with consumer desire in a
fresh, involving way, brings the subject to life, and makes the audience stop,
look, and listen. - ANSWER Big Idea
_____ may occur when people in an agency start "thinking like the client,"
especially if the client is a fact-based thinker. - ANSWER Creative Blocking
,In the _____ step of the creative pyramid, the copywriter encourages
prospects to picture themselves enjoying the benefits of the product or
service. - ANSWER Desire
The purpose of the final step of the creative pyramid, ____, is to motivate
people to do something—send in a coupon, visit a Web site, visit the
store—or at least to agree with the advertiser. - ANSWER Action
In the creative process, the _____ purpose is to produce good ideas, not to
revel in criticism. - ANSWER Judge's
A _____ refers to an overall orderly arrangement of all the format elements of
an ad. - ANSWER Layout
After developing the initial concepts and layouts for an ad, the primary
responsibility of art directors is to: - ANSWER Supervise the ad's progress to
completion
A(n) _____ is responsible for assembling the various elements of an ad and
mechanically putting them together the way the art director indicates. -
ANSWER Production Artist
In a _____, the artist draws to the actual size of the ad in which headlines and
subheads suggest the final type style - ANSWER Rough Layout
Which of the following is true of mechanicals? - ANSWER They are referred
to as camera-ready art by printers
In print ads, which of the following subjects is appropriate for automobile
ads? - ANSWER Product Features
In an ad, a _____ consists of words that are read first and contains the largest
type on the page. - ANSWER Headline
, Which of the following is true of benefit headlines? - ANSWER They shouuld
be simple statements of the most in
A _____ headline orders or requests the reader to do something, so it might
seem negative. But readers pay attention to such headlines - ANSWER
Command
To write effective copy, a copywriter must: - ANSWER Use vivid language
with verbs and adverbs
In a print ad, the _____ is a link between the headline and the sales ideas
presented in the text. - ANSWER Lead-in paragraph
The bottom of an advertisement for Perfect Homes reads, "Call
1-800-517-0317 to receive a free catalog." In terms of the format elements
used to construct long copy, this is an example of a(n): - ANSWER Close
Slogans, also known as _____, begin as successful headlines and become
standard statements through continuous use. - ANSWER Taglines
Which of the following provides an independent, valued endorsement for an
advertiser's product because the organization awarding it is a recognized
authority? - ANSWER Seal
Which of the following about developing copy for radio advertising holds
true? - ANSWER It is challenging, yet essential to make the radio copy script
fit the time slot
To be effective, television commercials should: - ANSWER Concentrate on the
