Advertising And Integrated Brand Promotion 8th Edition By Thomas O’Guinn – Test Bank

1. Though traditionally the creative team has consisted of an art director and a copywriter, it can also be composed of art directors, additional copywriters, media planners, and account planners.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.11-1
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Creativity
KEYWORDS: Bloom’s: Knowledge
DATE CREATED: 12/13/2017 7:52 AM
DATE MODIFIED: 12/14/2017 12:46 AM

2. The creative team is guided by the creative brief.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.11-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Creativity
KEYWORDS: Bloom’s: Knowledge
DATE CREATED: 12/13/2017 7:55 AM
DATE MODIFIED: 12/14/2017 12:46 AM

3. A creative brief helps specify message elements that must be coordinated during the preparation of copy.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.11-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 7:57 AM
DATE MODIFIED: 12/14/2017 12:46 AM

4. In very large print, centered at the top of a magazine page, is the word COAST; this describes a headline.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.11-2
NATIONAL STANDARDS: United States – BUSPROG: Reflective Thinking
STATE STANDARDS: United States – OH – DISC: Creativity
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 7:58 AM
DATE MODIFIED: 12/14/2017 12:46 AM

5. In a print ad, the subhead serves the same purpose as the headline and can provide additional information not in the headline.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.11-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Creativity
KEYWORDS: Bloom’s: Knowledge
DATE CREATED: 12/13/2017 8:00 AM
DATE MODIFIED: 12/14/2017 12:46 AM

6. The body copy is the textual component of an advertisement.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.11-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Creativity
KEYWORDS: Bloom’s: Knowledge
DATE CREATED: 12/13/2017 8:05 AM
DATE MODIFIED: 12/14/2017 12:46 AM

7. The straight-line approach goes along with how the reader will benefit from the use of a brand.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.11-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Creativity
KEYWORDS: Bloom’s: Knowledge
DATE CREATED: 12/13/2017 8:07 AM
DATE MODIFIED: 12/14/2017 12:46 AM

8. In radio spots, the copy should have less focus than any musical pieces; otherwise, the copy can easily overwhelm the persuasive elements of these ads.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.11-3
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Creativity
KEYWORDS: Bloom’s: Comprehension
DATE CREATED: 12/13/2017 8:08 AM
DATE MODIFIED: 12/14/2017 12:46 AM

9. There is a need for writing copy for radio and podcast advertising.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.11-3
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Creativity
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 8:11 AM
DATE MODIFIED: 12/14/2017 12:46 AM

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
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.11-3
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Creativity
KEYWORDS: Bloom’s: Knowledge
DATE CREATED: 12/13/2017 8:12 AM
DATE MODIFIED: 12/14/2017 12:46 AM

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
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.11-3
NATIONAL STANDARDS: United States – BUSPROG: Reflective Thinking
STATE STANDARDS: United States – OH – DISC: Product
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 8:14 AM
DATE MODIFIED: 12/14/2017 12:46 AM