©BRIGHTSTARS EXAM SOLUTIONS
11/16/2024 10:16 AM
MKG 420 Final Exam Questions With
Correct Answers
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
1|Page
, ©BRIGHTSTARS EXAM SOLUTIONS
11/16/2024 10:16 AM
_____ 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
2|Page
, ©BRIGHTSTARS EXAM SOLUTIONS
11/16/2024 10:16 AM
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 or visit
http://www.surefit.com 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 final impression
the commercial will make
Which of the following guidelines should be followed to ensure television commercials are
effective? - answer✔Create an attention-getting opening
Which of the following characteristics should websites have in order to be effective? -
answer✔They should always provide interactivity
A(n) _____ refers to a visual image representing some idea or thing that can have a meaning
that cuts across national boundaries and reflects the tastes and attitudes of a group of cultures.
- answer✔Icon
3|Page
11/16/2024 10:16 AM
MKG 420 Final Exam Questions With
Correct Answers
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
1|Page
, ©BRIGHTSTARS EXAM SOLUTIONS
11/16/2024 10:16 AM
_____ 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
2|Page
, ©BRIGHTSTARS EXAM SOLUTIONS
11/16/2024 10:16 AM
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 or visit
http://www.surefit.com 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 final impression
the commercial will make
Which of the following guidelines should be followed to ensure television commercials are
effective? - answer✔Create an attention-getting opening
Which of the following characteristics should websites have in order to be effective? -
answer✔They should always provide interactivity
A(n) _____ refers to a visual image representing some idea or thing that can have a meaning
that cuts across national boundaries and reflects the tastes and attitudes of a group of cultures.
- answer✔Icon
3|Page
