ADV 318J Exam 4 UPDATED ACTUAL
Questions and CORRECT Answers
Which of the following is not helpful in determining a good ad concept?
a. Will it stop readers?
b. Does it meet the overall ad objectives and positioning strategy?
c. Will it reward the reader?
d. Is it generic of competitive?
e. Will it work on a billboard? - CORRECT ANSWER- ✔✔Will it work an a billboard
For someone on the creative team to be marketing literate, they would need all of the
following but _________________.
a. Marketing objectives
b. Media objectives
c. Product knowledge
d. Consumer profile
e. Advertising objectives - CORRECT ANSWER- ✔✔Media Objectives
A campaign executed for print media should be evaluated on several different dimensions.
Which of the following is not one of those dimensions?
a. Each ad must stand on its own merits
b. Each ad must reinforce the campaign
c. The concept must be big enough to sustain various types of executions.
d. The art director and copywriter team must remain the same throughout the life of the
campaign
e. All of the above - CORRECT ANSWER- ✔✔The art director and copywriter team must
remain the same throughout the life of the campaign
Which one of the following is not part of the "design strategy"?
a. Color
b. Contrast
c. Unity
,d. Balance
e. Copy - CORRECT ANSWER- ✔✔Copy
The basic message an ad tries to communicate to the consumer is known as the
_____________________.
a. Copy
b. Visual
c. Concept
d. Tone
e. None of the above - CORRECT ANSWER- ✔✔Concept
In the print production process, the __________will probably be made to present to the client
and used as a guide for production.
a. Rough
b. Comp
c. Mechanical
d. Tight layouts
e. Press proof - CORRECT ANSWER- ✔✔Tight layouts
True/False: The "Tone" of the creative work refers to the best way to speak to the audience
using the agency's personality. - CORRECT ANSWER- ✔✔False
The _____________ appears at the bottom of many print ads, usually right under the
sponsors/brand name and the logo.
a. Message
b. Positioning
c. Theme line
d. Crop mark
e. Como - CORRECT ANSWER- ✔✔Theme line
A (n) _____________ headline states a benefit, either straight out or with an interesting twist
such as "Save Water" VW ad illustrated in class.
, a. Indirect
b. Challenge
c. Direct
d. Action
e. None of the above - CORRECT ANSWER- ✔✔Direct
True/False: The strongest way to deliver the concept quickly and dramatically is through a
headline and visual that is inseparably linked. - CORRECT ANSWER- ✔✔True
True/False: The numbers of people that work in PR agencies far outnumber those that work
outside of agencies in PR. - CORRECT ANSWER- ✔✔False
When an advertiser can only afford a minimal level of advertising, which of the following
would be the best choice to use?
a. Fear
b. Testimonial
c. Problem solutions
d. Sex
e. Humor - CORRECT ANSWER- ✔✔Humor
Which type of advertising is the most sophisticated, although difficult to pull off, can
powerfully weave ad images with real-life experience?
a. Social/cultural movement*
b. Image
c. Transformational
d. Product placement - CORRECT ANSWER- ✔✔Transformational
A TV commercial opens with young kids riding bikes in the summer heat, across empty
baseball fields, on hot sidewalks, down dirt hills. They then run into the cool kitchen where
mom is waiting. The grubby kids wipe their sweaty brows, and the youngest one says, "It's
hot out." Mom whisks out a box from the freezer and hands out popsicles. Kids smile. This is
an example of a (n) _______________ ad that attempts to _____________.
a. Transformational; change the consumption experience
Questions and CORRECT Answers
Which of the following is not helpful in determining a good ad concept?
a. Will it stop readers?
b. Does it meet the overall ad objectives and positioning strategy?
c. Will it reward the reader?
d. Is it generic of competitive?
e. Will it work on a billboard? - CORRECT ANSWER- ✔✔Will it work an a billboard
For someone on the creative team to be marketing literate, they would need all of the
following but _________________.
a. Marketing objectives
b. Media objectives
c. Product knowledge
d. Consumer profile
e. Advertising objectives - CORRECT ANSWER- ✔✔Media Objectives
A campaign executed for print media should be evaluated on several different dimensions.
Which of the following is not one of those dimensions?
a. Each ad must stand on its own merits
b. Each ad must reinforce the campaign
c. The concept must be big enough to sustain various types of executions.
d. The art director and copywriter team must remain the same throughout the life of the
campaign
e. All of the above - CORRECT ANSWER- ✔✔The art director and copywriter team must
remain the same throughout the life of the campaign
Which one of the following is not part of the "design strategy"?
a. Color
b. Contrast
c. Unity
,d. Balance
e. Copy - CORRECT ANSWER- ✔✔Copy
The basic message an ad tries to communicate to the consumer is known as the
_____________________.
a. Copy
b. Visual
c. Concept
d. Tone
e. None of the above - CORRECT ANSWER- ✔✔Concept
In the print production process, the __________will probably be made to present to the client
and used as a guide for production.
a. Rough
b. Comp
c. Mechanical
d. Tight layouts
e. Press proof - CORRECT ANSWER- ✔✔Tight layouts
True/False: The "Tone" of the creative work refers to the best way to speak to the audience
using the agency's personality. - CORRECT ANSWER- ✔✔False
The _____________ appears at the bottom of many print ads, usually right under the
sponsors/brand name and the logo.
a. Message
b. Positioning
c. Theme line
d. Crop mark
e. Como - CORRECT ANSWER- ✔✔Theme line
A (n) _____________ headline states a benefit, either straight out or with an interesting twist
such as "Save Water" VW ad illustrated in class.
, a. Indirect
b. Challenge
c. Direct
d. Action
e. None of the above - CORRECT ANSWER- ✔✔Direct
True/False: The strongest way to deliver the concept quickly and dramatically is through a
headline and visual that is inseparably linked. - CORRECT ANSWER- ✔✔True
True/False: The numbers of people that work in PR agencies far outnumber those that work
outside of agencies in PR. - CORRECT ANSWER- ✔✔False
When an advertiser can only afford a minimal level of advertising, which of the following
would be the best choice to use?
a. Fear
b. Testimonial
c. Problem solutions
d. Sex
e. Humor - CORRECT ANSWER- ✔✔Humor
Which type of advertising is the most sophisticated, although difficult to pull off, can
powerfully weave ad images with real-life experience?
a. Social/cultural movement*
b. Image
c. Transformational
d. Product placement - CORRECT ANSWER- ✔✔Transformational
A TV commercial opens with young kids riding bikes in the summer heat, across empty
baseball fields, on hot sidewalks, down dirt hills. They then run into the cool kitchen where
mom is waiting. The grubby kids wipe their sweaty brows, and the youngest one says, "It's
hot out." Mom whisks out a box from the freezer and hands out popsicles. Kids smile. This is
an example of a (n) _______________ ad that attempts to _____________.
a. Transformational; change the consumption experience
