Adv 318j wilcox exam 4 Study guides, Class notes & Summaries

ADV 318J EXAM 1 (Wilcox) | INCLUDES 4 LECTURES, TEXTBOOK (Ch. 1, 3, 4, 18), HISTORY OF ADVERTISING VIDEO, CIGARETTE ADVERTISING VIDEO| PASSED!!

ad campaign correct answers-a series of at least 3 ads Criteria: -strong idea -reinforces/supports the central theme/concept -each ad can stand on its own merits good ad concept criteria correct answersCriteria: -meets overall advertising objectives -follows the positioning strategy -stops readers/viewers -rewards readers/viewers headline styles correct answerstypes: -states a benefit -indirect; for the involved reader -question/challenge -news-oriented subhead correct answe...

Which of the following is not a component of the IBC strategy? correct answersTesting Media Creative Budgeting ALL OF THE ABOVE are components of the IBC strategy Which of the following is not helpful in determining a good ad concept? correct answersWill it work on a billboard? According to the richards richards group, ____ is currently the leader is US digital ad spending correct answersGoogle According to Jocelyn Lai, now the largest ad agency in Austin is _____. correct answersN...

Pros of advertising correct answers1) Advertising informs 2) The economic effects of advertising lower the cost of products 3) Advertising addresses a wide variety of basic human needs 4) Advertising only reflects society's priorities 5) Advertisers are showing much more sensitivity 6) Advertising is a source of fulfillment and liberation 7) Advertising is Democratic art 8) Advertising fosters a diverse and affordable mass media (T/F) An argument in support of advert...