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.
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Copywriters are encouraged to avoid using bulleted lists and sentence fragments.
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What is considered a component of print advertisements?
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In order to best grab customer attention, what portion of a print advertisement should feature an illustration?
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What is the purpose of copy in a print advertisement?
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Print advertisements formatted in the shape of which letter reflects the normal path of a reader's eye gaze?
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What family of fonts contains no crosslines at the upper and lower ends of the letters?
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What is an advertising campaign?
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Advertising campaign steps include identifying the target audience, determining objectives, establishing the budget, developing the message, selecting the media, and evaluating the campaign.
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What is the selling message in a written advertisement called?
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Who works with business clients to develop advertising campaigns?
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What is the term for a photograph or drawing used in a print advertisement to attract attention and encourage a purchase?
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What is a saying that gets the readers' attention called?
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What is a catch phrase that is combined in a special way to identify a product or company called?
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What is the distinctive identification symbol for a business called?
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What shows exactly how an ad will appear in print?
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What is a rough draft that shows the general arrangement and appearance of a finished ad called?
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What takes the form of images, stock drawings, and photographs for print advertisements?
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Who funded Myers Briggs?
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What is the goal of the Myers Briggs test?
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Psychological preferences include ______.
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What is the focus of attention and energy for Extraversion?
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What is the focus of attention and energy for Introversion?
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Sensing pays attention to ______, while Intuition pays attention to ______.
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Thinking finds basic truth or principle to be applied and ______.
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Feeling is concerned with _______, appearing caring, warm, and tactful.
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What is Judging used for?
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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.