Marketing Chapter 20 Quiz

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Questions and Answers

Creative boutiques handle all design and production in-house.

False

Print advertisements should avoid using white space, as unused space makes ads seem incomplete.

False

The use of color advertisements has been shown to increase readership of ad copy.

True

Slogans containing literary devices such as alliteration help customers to identify a product or company.

True Signup and view all the answers

Copywriters are encouraged to avoid using bulleted lists and sentence fragments.

False Signup and view all the answers

What is considered a component of print advertisements?

Emphasis Signup and view all the answers

In order to best grab customer attention, what portion of a print advertisement should feature an illustration?

60-70% Signup and view all the answers

What is the purpose of copy in a print advertisement?

Identify a need for the product Signup and view all the answers

Print advertisements formatted in the shape of which letter reflects the normal path of a reader's eye gaze?

Z Signup and view all the answers

What family of fonts contains no crosslines at the upper and lower ends of the letters?

Sans Serif Signup and view all the answers

What is an advertising campaign?

Creation and coordination of a series of advertisements around a particular theme to promote a product Signup and view all the answers

Advertising campaign steps include identifying the target audience, determining objectives, establishing the budget, developing the message, selecting the media, and evaluating the campaign.

Identifying the target audience, determining objectives, establishing the budget, developing the message, selecting the media, evaluating the campaign Signup and view all the answers

What is the selling message in a written advertisement called?

Copy Signup and view all the answers

Who works with business clients to develop advertising campaigns?

Advertising agencies Signup and view all the answers

What is the term for a photograph or drawing used in a print advertisement to attract attention and encourage a purchase?

Illustration Signup and view all the answers

What is a saying that gets the readers' attention called?

Headline Signup and view all the answers

What is a catch phrase that is combined in a special way to identify a product or company called?

Slogan Signup and view all the answers

What is the distinctive identification symbol for a business called?

Signature Signup and view all the answers

What shows exactly how an ad will appear in print?

Advertising proof Signup and view all the answers

What is a rough draft that shows the general arrangement and appearance of a finished ad called?

Ad layout Signup and view all the answers

What takes the form of images, stock drawings, and photographs for print advertisements?

Clip art Signup and view all the answers

Who funded Myers Briggs?

Isabel Myers and mother Katharine Briggs borrowed ideas from C.G. Jung Signup and view all the answers

What is the goal of the Myers Briggs test?

To have individuals grow by understanding differences in personalities Signup and view all the answers

Psychological preferences include ______.

Extraversion vs Introversion, Sensing vs Intuition, Thinking vs Feeling, Judging vs Perceiving Signup and view all the answers

What is the focus of attention and energy for Extraversion?

Outward Signup and view all the answers

What is the focus of attention and energy for Introversion?

Inward Signup and view all the answers

Sensing pays attention to , while Intuition pays attention to .

Physical reality; impressions, meaning, and patterns Signup and view all the answers

Thinking finds basic truth or principle to be applied and ______.

Analyzes pros and cons then be consistent in logical decisions Signup and view all the answers

Feeling is concerned with _______, appearing caring, warm, and tactful.

Values and what is best for others involved Signup and view all the answers

What is Judging used for?

Decision-making, whether it is thinking or feeling Signup and view all the answers

Study Notes

Advertising Fundamentals

Creative boutiques are responsible for both design and production in-house.
Print advertisements should strategically use white space to avoid appearing incomplete.
Color advertisements significantly boost readership of ad copy.
Slogans that incorporate literary devices such as alliteration aid in product or company recognition.
Copywriters often utilize bulleted lists and sentence fragments for effective communication.

Print Advertisement Elements

A strong illustration should occupy 60-70% of a print advertisement to capture customer attention.
The copy element in an advertisement defines customers' needs and communicates messages effectively.
Print advertisements designed in a "Z" format guide the reader's eye naturally across the ad.
Sans serif fonts, devoid of crosslines at their ends, create clean, modern typographic choices.

Advertising Campaign Essentials

An advertising campaign involves a series of coordinated advertisements centered around a specific theme to promote a product.
Key steps in an advertising campaign include identifying the target audience, establishing objectives, determining budget, developing the message, selecting media, and evaluating campaign effectiveness.

Advertisement Components

The headline serves as a captivating statement to engage readers from the outset.
A slogan is a catchy phrase that uniquely identifies a product or company.
A signature symbolizes the distinctive identification of a business.
Advertising proof demonstrates how an ad will look once printed.
An ad layout is a rough draft depicting the general design and organization of a finished advertisement.
Clip art comprises images, stock drawings, and photographs used to enhance print advertisements.

Myers-Briggs Type Indicator (MBTI)

Isabel Myers and her mother, Katharine Briggs, developed the MBTI by drawing inspiration from C.G. Jung's theories.
The goal of the Myers-Briggs test is to foster individual growth through understanding personality differences.

Psychological Preferences in MBTI

Extraversion vs Introversion: Focus on the outer world (Extraversion) versus the inner world (Introversion).
Sensing vs Intuition: Preference for physical reality and facts (Sensing) versus abstract and pattern recognition (Intuition).
Thinking vs Feeling: Logic-driven decisions (Thinking) versus values and people-oriented decisions (Feeling).
Judging vs Perceiving: Preference for structured decision-making (Judging) contrasted with a more flexible, open-ended approach (Perceiving).

Cognitive Preferences

Extraversion involves outward energy, group interactions, and quick engagement in tasks without much forethought.
Introversion centers on reflective thinking, comfort in solitude, and a tendency to over-analyze before action.
Sensing emphasizes factual information, immediate realities, and an analytical approach to problem-solving.
Intuition focuses on abstract meanings, new ideas, and a comprehensive vision before diving into specifics.
Thinking prioritizes logical consistency, detached decision-making, and a preference for technical fields based on rational evaluations.
Feeling is characterized by empathy, warmth, and harmony, leading to decisions made with consideration of others' values and emotions.

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Description

Test your knowledge on Marketing concepts from Chapter 20. This quiz includes true/false statements that challenge your understanding of advertising practices, including the use of color and design principles. Perfect for marketing students looking to reinforce their learning.