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20_garrison
| Question | Answer |
|---|---|
| Catch phrase that presents an advertising message. | Slogan |
| An entire collection of advertisemants that work together. | Ad Campaign |
| A rough draft. | Ad Layout |
| A business's identifacation symbol; a logo. | Signature |
| Repeated initial consonant sounds. | Alliteration |
| Phrase that attracts readers' attention. | Headline |
| The grammatical structure in which the subject performs the action descrbed by the verb. | Active Voice |
| A true statment that seems to be a contradiction of ideas. | Paradox |
| A true statment that seems to be a contradiction of ideas. | Typeface |
| Selling message of a written advertisement. | Copy |
| A virtual advertising agency provides Web site development but dose not provide advertising copywriting. | False |
| The purpose of a headline is to draw potential customers into reading the ad's copy. | True |
| A print advertisement for Enterprise Rent-a-Car carries the headline"To get your business, I'll come get u"The headline is an example of the use of alliteration. | False |
| According to many advertising and sales experts,copy is the most important part of a print ad. | False |
| In business a well designed signature gets insant recognition. | True |
| When used in headlines,what words attract the most readers'attention? | Now,Free,New |
| What is the purpose of an illustration in an ad? | encourage the customer to make a purchase |
| In an advertising agency,some people study demographic data in order to determine the type of message that will appeal to a particular market segment. In what department do such agency employees usually work? | research service |
| In ads, what are lines of force? | illustration sight lines lead the reader to the copy |
| inserting color in an advertisement contributes to the ad's effectiveness but also increases the ad's________ | cost |
| In an advertising agency, the employees who work with individual businesses to identify needs and to create ad plans are part of ______ services. | client |
| An advertising agency that performs research, selects media, and develops copy and art for a business is called a(n)________agency. | full-service |
| According to the textbook, a headline should contain no more than __________ words. | seven |
| In an advertisement containing all four possible parts of a print ad, the first thing the reader usually sees is the ___________. | illustration |
| Stock drawings and photographs that can be pasted into an advertisement are known as _________ art. | clip |
| An advertiser who is designing print ads for a target audience over 65 years old must pay careful attention to the size of the _________ in the ad. | type |
| An advertising _________ shows exactly how an ad will appear when printed. | proof |
| An advertisement for Armstrong flooring includes the following phrase in its headline: "The Height of Fashion Right At Your Feet." The headline is an example of the use of _________. | opposites |
Created by:
vhaun
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