Advertising And Integrated Brand Promotion 7th Edition By OGuinn – Test Bank

1. Though at one time the creative team consisted of an art director and a single copywriter, today it is composed of art directors, copywriters, media planners, and account planners.
a. True
b. False

ANSWER: True
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-1
NATIONAL STANDARDS: United States – BUSPROG: Analytic STATE STANDARDS: United States – ohio – DISC: Creativity KEYWORDS: Bloom’s: Knowledge

2. The four main components of print copy are text, slogan, headline, and tagline. a. True
b. False

ANSWER: False
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic STATE STANDARDS: United States – ohio – DISC: Creativity KEYWORDS: Bloom’s: Knowledge

3. An ad for a microwave popcorn features the headline, “If you want a snack, have a wholesome snack.” The purpose of this straightforward headline is to select the audience.
a. True
b. False

ANSWER: False DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic STATE STANDARDS: United States – Ohio – DISC: Customer KEYWORDS: Bloom’s: Application

4. In very large print, centered at the top of the magazine page, is just the word “COAST.” A short block of copy and photo complete the ad for Coast bar soap. This one-word headline is designed simply to identify the brand and reinforce brand-name recognition.
a. True
b. False

ANSWER: True DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-2
NATIONAL STANDARDS: United States – BUSPROG: Reflective Thinking STATE STANDARDS: United States – ohio – DISC: Creativity KEYWORDS: Bloom’s: Application

5. In a print ad, the subhead serves basically the same purpose as the headline. a. True
b. False

ANSWER: True
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic STATE STANDARDS: United States – ohio – DISC: Creativity KEYWORDS: Bloom’s: Knowledge

6. A subhead is normally in print smaller than the headline but larger than the body copy. a. True
b. False

ANSWER: True
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic STATE STANDARDS: United States – ohio – DISC: Creativity KEYWORDS: Bloom’s: Knowledge

7. The straight-line approach for preparing body copy uses dialogue as if the spokesperson is having a one-sided conversation with the reader through the body copy.
a. True
b. False

ANSWER: False
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic STATE STANDARDS: United States – ohio – DISC: Creativity KEYWORDS: Bloom’s: Knowledge

8. In radio spots, the copy must dominate any musical pieces or jingles, otherwise the music can easily overwhelm the persuasive elements of these ads.
a. True
b. False

ANSWER: True DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-3
NATIONAL STANDARDS: United States – BUSPROG: Analytic STATE STANDARDS: United States – ohio – DISC: Creativity KEYWORDS: Bloom’s: Comprehension

9. A radio commercial depicts two men jogging together. They joke about their aches and pains, and then agree on their need for Advil. This radio spot uses a testimonial format for its copy.
a. True
b. False

ANSWER: False DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.11-3
NATIONAL STANDARDS: United States – BUSPROG: Analytic STATE STANDARDS: United States – ohio – DISC: Creativity KEYWORDS: Bloom’s: Application

10. Dialogue copy on radio may end up sounding dull and dry—just the background drone of normal conversation. To
alleviate this, many advertisers use humor as an attention-getting device. a. True
b. False

ANSWER: True
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.11-3
NATIONAL STANDARDS: United States – BUSPROG: Analytic STATE STANDARDS: United States – ohio – DISC: Creativity KEYWORDS: Bloom’s: Knowledge

11. A man turns on a spigot, splashes hot water into a sink, squirts Joy liquid into a dishpan full of glassware, swirls a cloth around, and brings out sparkling glasses. He then begins talking with someone off-camera about how good the glasses will look for tonight’s party and how great Joy works. The strong visual effect demonstrates that, on television, words do not stand alone.
a. True
b. False

ANSWER: True DIFFICULTY: Challenging LEARNING OBJECTIVES: AIBP.OGUI.15.11-3
NATIONAL STANDARDS: United States – BUSPROG: Reflective Thinking STATE STANDARDS: United States – Ohio – DISC: Product KEYWORDS: Bloom’s: Application